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Sacha Lichine, founder of Whispering Angel and the wine visionary who transformed the global rosé wine market, announces his appointment as investor in Jukes Cordialities, the UK’s most acclaimed premium alcohol-free drinks brand. His investment in Jukes Cordialities, leaders in the alcohol-free drinks market, comes at a pivotal time, as this sector continues to experience significant growth, with consumers increasingly seeking sophisticated alternatives that deliver complexity, craftsmanship, and occasion without alcohol.

As alcohol consumption changes, two of the wine industry’s leading figures are turning their experience, expertise, and capital to the ever-growing alcohol-free beverage sector, reflecting a global shift in drinking habits.

Both Sacha Lichine and Matthew Jukes have built successful careers within the wine industry, and this strategic appointment brings together two of the most influential figures in drinks innovation. Lichine is widely credited with revolutionising the rosé category through Château d’Esclans and Whispering Angel, transforming what was once considered a seasonal wine into a global luxury phenomenon. Wine writer Matthew Jukes, together with entrepreneur Jack Hollihan, created Jukes Cordialities to bring the same depth, balance and appeal associated with fine wines to the alcohol-free space. Since launching in 2020, Jukes Cordialities has gone from strength to strength, winning global accolades at the World Alcohol Free Awards and developing retail partnerships with Waitrose and Tesco, as well as fine-dining restaurants and acclaimed luxury hotels globally.

Commenting on his investment and appointment, Sacha Lichine said:

“Having spent decades in the wine trade, I have recently branched out into artisan spirits with Mezcal Rosaluna and have now become a director and strong supporter of Jukes, which, in the non-alcohol drinks world, is the best of the best. I have been following Matthew Jukes and his multi-award-winning Jukes drinks closely since their inception in early 2020, and now the time is right to bring my experience and vision to the Jukes team, with a view to growing brand awareness and understanding of these uniquely delicious drinks.”

Lichine adds, “While my family and I have a long history in wine, I am thrilled to broaden my repertoire and look forward to working with Jukes founders Matthew Jukes and Jack Hollihan and their team. The future is certainly bright for the elite alcohol-free drinks space, and Jukes is a beacon of excellence in this category.”

For Matthew Jukes, the appointment represents a significant milestone in the company’s evolution and a powerful endorsement of its future.

“This is a seismic moment for Jukes and our range of drinks, and my colleagues and I are overjoyed to be working with Sacha. He is a superstar in the drinks cosmos, and his guidance is already helping us to shape a bright future for Jukes.”

With Lichine’s strategic insight, international network, and proven track record of building global luxury drinks brands, Jukes Cordialities will accelerate its next phase of growth by expanding brand awareness among consumers, hospitality partners, and retailers worldwide.

Most recently, Jukes achieved a remarkable clean sweep at the World Alcohol-Free Awards 2026, winning 10 medals from 10 entries, as well as 2 Trophies: for Best Organic Drinks and Best Range. Judged by more than 30 industry experts from nearly 600 products submitted worldwide, the results further cement the brand’s position as a leading name in premium alcohol-free drinks.

Lichine’s involvement signals confidence in the future of premium non-alcoholic drinks and the increasing convergence of the luxury wine world and the fast-growing alcohol-free movement.