Have sober-curious or completely sober clients? You’re in luck: HOOKED – Alcohol Free Travel has confirmed a second global wine journey set for October 2026, following the success of its landmark 2025 program in Germany. The upcoming Australia Wine Tour continues the company’s focus on curated, alcohol-free travel built around culture, flavor and connection.
Sober Travel Takes Off
In October 2025, HOOKED – Alcohol Free Travel, a member of Ensemble, hosted the world’s first alcohol-free wine tour in Germany. The event marked a milestone for the sober travel movement, positioning Germany—known for its leadership in dealcoholized wine innovation—as a fitting location for a first-of-its-kind program. Founded by Darci Murray, the company’s foundation revolves around Full Sensory Travel, a concept centered on engaging through detail and awareness rather than routine consumption.
The debut tour in Germany focused on exploration through intention and authentic connection rather than abstinence alone. The program was based in Rudesheim am Rhein, with guided exploration of the Rheingau region. This area, home to some of the earliest experiments in alcohol-free winemaking, provided insight into the shift from niche product to accepted global category.
The itinerary combined history and innovation, featuring producers recognized for both traditional and contemporary techniques. Guests visited wineries where dealcoholization processes began more than 100 years ago and met with leaders developing advanced production technology today. Each stop offered a practical view of how this field has evolved, revealing the precision and craftsmanship that define alcohol-free winemaking as a distinct discipline.
The journey also reflected a larger cultural momentum toward mindful tourism. As interest in sober and alcohol-free lifestyles expands, travelers increasingly seek experiences that connect with local culture without relying on alcohol for focus or format. HOOKED’s 2025 initiative introduced a business model that merges hospitality expertise with a changing global perspective on well-being.
Building on Germany’s success, the 2026 Australia Wine Tour will highlight regions recognized for innovation in non-alcoholic wine and culinary experiences, signaling continued growth for this segment of purpose-driven travel.
For more information, visit hooked-on-travel.com.
