Welcome to the New Cru.

A non-alcoholic wine club designed for the sober curious, non-drinkers,
and wine lovers alike.

All the complexity of great wine, none of the alcohol.

Wine Proxies


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This product is currently sold out.



Each month, you'll receive three new Wine Proxies—layered blends of juices, teas, spices, bitters, and more designed to pair with food and be enjoyed in your finest stemware.

We’re sold out of January Proxies! Orders placed between now and February 10th will receive February’s Proxies in late February.

To give a Proxies subscription as a gift or to redeem a gift subscription, click here.

Questions? See the Proxies FAQ page.

February's Proxies

January’s Proxies are sold out, but order now to receive three new bottles in February:

A deep red inspired by Rhône Syrah that pairs dark berries with gamy notes of olive, smoke, and leather with a kick of white pepper on the finish.

A lush and aromatic white plucked straight from Alsace, bursting with stone fruit, lychee, floral pink peppercorn, and rose petals. 

A surprising exploration of Canadian terroir—fresh apple and maple syrup bolstered by green spruce tips and spicy cedar to capture the feeling of a walk through an untouched evergreen forest in the glass.

January's Proxies (Sold Out!)

January’s Proxies are now sold out! If you made it in—or you’re just curious about what you’re missing out on—here are January’s three bottles. For more info on what’s coming in February, see above.

No. 1
Blanc Slate 

Bright, grassy, and bursting with untethered energy in the glass. Tropical kiwi and passion fruit ride cresting waves of citrus into rocky green cliffs of vegetal bell peppers, green tea, and Motueka hops. We set out to capture the feeling and flavors of the best Marlborough Sauvignon Blanc from a blank slate and ended up with something familiar, yet new. With food, the mysterious herbaceous notes floating on the surface sharpen into focus, revealing untold layers of fresh new flavor. 

Fruit: Kiwi, Passion Fruit
Acidity: Grapefruit, Lime
Spice: Bell Pepper, Green Sichuan Peppercorn, Galangal, Lime Leaf
Body: Green Tea, Motueka Hops

No. 2
Zest Contact

Two ancient traditions merged into one modern drink. We start by turning orange wine into vinegar, then use that to reimagine Posca—the Roman soldiers’ blend of wine vinegar, water, honey, and herbs. Layers of zesty citrus combine with orange blossom honey for dimensional orange flavors, accented by thyme, bay, black pepper, white tea, dried ginger, and turmeric. Rustic enough to pay homage to its ancient roots, refined enough to serve as a pairing on a tasting menu.

Fruit: Blood Orange, Orange, Lemon
Acidity: Orange Wine Vinegar
Spice: Thyme, Bay Leaf, Black Pepper, Ginger, Turmeric, Myrrh
Body: White Tea, Orange Blossom Honey

No. 3
Cuvée Zero

The ethereal French red of our wildest dreams. Cuvée Zero is fun yet serious, crushable yet complex. Fresh red fruits and juicy blueberry lead the way, underscored by earthy beets and a compelling mix of herbs, spices, and floral notes. Tartaric acid, the same acid found naturally in grapes, provides balance. The best of Beaujolais Cru Gamay, Pomerol Merlot, carbonic Loire Cab Franc, Jura Poulsard, and Burgundian Pinot Noir combined into one smooth, silky, and refreshingly unique package.

Fruit: Merlot Grapes, Strawberry, Blueberry, Pomegranate, Goji Berry
Acidity: Tartaric Acid
Spice: Mint, Lavender, Juniper, Coriander, Cardamom, Mace
Body: Oolong Tea, Sandalwood


Still have questions? Check out the full Wine Proxies FAQ here.