When it comes to non-alcoholic drinks, few are reimagining the category quite like Louise Avery. A fermentation expert with a flair for flavour and finesse, Louise founded L.A Brewery with a simple but powerful mission: to bring people closer to nature through gut-friendly, living drinks. The result? A collection of beautifully crafted, non-alcoholic brews that wouldn’t look out of place on a sommelier’s wine list. With elegant design, layered flavour profiles, and an unwavering commitment to wellness and sustainability, L.A Brewery is redefining what it means to drink well – without the alcohol.

L.A Brewery started with kombucha — what inspired the move toward “cultured wine,” and how does it build on your fermentation roots?

The move into cultured wine proxies is a natural evolution for us, we want to deliver taste, ritual and benefits.  The kombucha fermentation is a fantastic method of building unique flavour profiles as well as live benefits, and it can play a wonderful role in non-alcoholic drinks creation which need to be nuanced and expressive. Cultured wine proxies build on that foundation but offer a more refined experience than softs, and speak to the rituals and aesthetics of wine drinking. It’s about bringing the same sense of depth and celebration, without the alcohol.

What was the thinking behind repositioning L.A Brewery toward more premium, wine-adjacent drinks?

Over the years, we’ve seen a growing appetite for sophisticated alcohol-free options, especially from people who still love the ceremony and complexity of wine. We wanted to meet consumers where they are with something elegant, that’s perfect for those moments worth celebrating – from weddings and parties, all the way to that refreshing glass of wine after work. Our focus has always been on craftsmanship and flavour, so repositioning the brand wasn’t about overhauling the recipes and processes, but rather elevating how our drinks are perceived – and innovating in ways that speak to a more discerning audience.

Flavour is a huge focus for you – how do you approach creating a drink that’s both complex and approachable?

We always start with the raw ingredients – green tea, botanicals and fruits –  each one has a story and its own natural character. The aim is to build layers: a balance between sweet, acidity, gentle bitterness, aromatics, which creates complexity and grip.  The most successful drinks strike a balance between intrigue and drinkability. I want someone to take a sip and be surprised but also want to keep going back- that’s the sweet spot. 

What makes your non-alcoholic drinks feel more like wine than soft drinks?

It’s about structure. Our drinks have acidity, dryness, and a mouthfeel that mimics the sensation of wine. We ferment with intention, and all our drinks have been carefully designed with food pairings in mind. For example, our Sparkling English Rose pairs beautifully with light, summery dishes like grilled asparagus or soft goat’s cheese, while the Citrus Hops works well with oily fish, curries or anything with a bit of spice. These aren’t soft drinks; they’re layered and balanced to sit proudly at the dining table, just like a fine wine would.

The alcohol-free category has exploded – what do you think has been the tipping point for consumers?

I think the shift is cultural. People are rethinking the role alcohol plays in their lives – not necessarily giving it up entirely, but wanting more choice to moderate with. Especially with the younger generations, consumers are more health-conscious than ever, and they’re waking up to how mindful alcohol consumption can have a positive effect on wellness, mental clarity and productivity. At the same time, the quality of non-alcoholic drinks has improved exponentially. Consumers now expect more, and the industry is finally rising to meet them.

Where do you see the non-alcoholic wine space going next? Are we just scratching the surface of what these drinks can be?

Absolutely – we’re still at the beginning. While much of the industry has focused on de-alcoholised wine, we’ve always taken a different approach. From day one, we’ve created drinks that are inspired by wine but built from the ground up through fermentation; sparkling teas that offer complexity, and flavour without ever needing to remove alcohol. That means we can retain all the natural benefits: live cultures, antioxidants, no added sugar. It’s non-alc with benefits, and we believe this is where the category is heading. In our case, we offer live cultures for improved gut health and enhanced polyphenols from the fermented tea which makes it a functional non-alcoholic.

As drinkers become more discerning, they’re looking for something that doesn’t just imitate wine, but reimagines it. We’re excited to be part of shaping that future, where non-alcoholic drinks are treated with the same creativity and reverence as traditional wine.

Are there any emerging ingredients or fermentation methods you’re excited to explore?

I love Ayurvedic medicine for its healing properties, herbs like turmeric, ashwagandha and tulsi. I think will start working their way into non-alc to deliver even more benefits.