HOOKED hosts first alcohol-free wine tour in Germany

HOOKED – Alcohol Free Travel — a member of Ensemble — marked a milestone for the global sober travel movement recently, hosting the world’s first alcohol-free wine tour in Germany, a country widely recognized as a leader in alcohol-free wine innovation.

Founded by Darci Murray, HOOKED was created to redefine the travel experience for those seeking to explore the world without alcohol. Rooted in the concept of Full Sensory Travel, the company encourages travellers to engage more deeply with destinations through clarity, presence, and intention. Importantly, participants on the inaugural Germany tour reflected a wide range of motivations, reinforcing that alcohol-free travel is not solely about abstinence, but about choice and authenticity.

Germany was a natural setting for the historic first journey. Long considered a pioneer in dealcoholized winemaking, the country provided a powerful backdrop for reimagining traditional wine tourism without alcohol.

Based in Rüdesheim am Rhein, the group explored the Rheingau region while experiencing firsthand how alcohol-free wine has evolved from niche alternative to respected category.

The itinerary brought together leading producers who have helped shape the movement, including visits to historic wineries where alcohol-free techniques date back more than a century, alongside modern innovators redefining quality and perception today. Together, these experiences highlighted both the deep roots and the forward momentum of alcohol-free wine culture.

More than a single itinerary, the Germany tour represented a broader cultural shift. As sober and alcohol-free lifestyles continue to gain traction, demand is growing for travel experiences that remove alcohol without removing depth, tradition, or celebration.

HOOKED’s inaugural tour demonstrated that wine tourism can be inclusive, immersive, and emotionally resonant without alcohol at its centre.

Building on the success of the Germany experience, HOOKED has announced plans for a second alcohol-free wine journey to Australia in October 2026, signalling continued momentum for the category and the growing global appetite for sober travel experiences.

Go to https://hooked-on-travel.com/ for more.

TOP PHOTO 

Susie Streelman, founder of Zero Proof Experiences and Darci Murray, founder of HOOKED Alcohol-Free Travel.

MIDDLE Photo

All smiles for the group photo 

BOTTOM Photo 

Group gathers for an alcohol-free wine tasting