Having long spoken of his ambition to one day setup a business, Luke realised that two things were incredibly important to him - tangible products and delightful customer experiences.

Noticing the growth in the variety and quality of alcohol free beers and spirits some time ago, and the way that wine drinkers were correspondingly underserved, he set out to create a great tasting, beautifully branded alcohol free wine, tackling a space that felt both largely untouched and very much unloved.

Having grown Wednesday's Domaine into one of the most recognisable brands in the space over the last four years, noted for its distinct visual identity and unique tone of voice, Luke and the team made the decision to expand into the low alcohol space, making the brand one of the few "No and Low" independent wine brands on the global stage.

Whilst this is Luke’s first foray into the drinks industry, he has a long history in startups and the twists and turns that come with building one.