Pouring Joy into the New Year: A Spotlight on Joyus Winery
Jessica Selandar, founder of Jøyus Wines
Celebrating Dry January, mindful moments, and the movement behind non-alcoholic wine
As the calendar flips to January, many of us are embracing fresh starts, from wellness goals to mindful drinking. For some, that means participating in Dry January without sacrificing life’s special moments. At Joyus Winery, the mission is simple but powerful: to create award-winning, non-alcoholic wines that bring people together, no matter what’s in their glass.
Founded by Jessica Selander, who has been sober for nearly 20 years, Joyus was born from a deeply personal vision: celebration without compromise. For Jessica, life’s milestones such as anniversaries and holidays had often been marked with sparkling juice or soda water. She set out to change that, determined to craft a wine that was every bit as elegant, flavorful, and inclusive as its alcoholic counterparts.
From Vision to Vineyard: The Joyus Story
Before the world caught on to the idea of premium non-alcoholic wine, Jessica spent over a decade researching the process, long before there was a market buzz or a “Dry January” hashtag. When Joyus launched, it was one of the first of its kind, hitting shelves just as the pandemic reshaped how we celebrate.
The goal was clear: normalize non-drinking and make it a choice that feels celebratory, whether you are alcohol-free for a night, a month, or for life. “It’s for everybody,” Robert Selander, Director of Accounts & Operations, shared. “We want anyone, for any reason, to have something special in their glass.”
Crafting the Award-Winning Pour
Joyus is the highest-awarded non-alcoholic winery in the country and notably the only sober-owned, women-owned non-alcoholic winery in existence. The four wines they offer are made using traditional winemaking methods, then carefully dealcoholized, preserving their complexity and character.
As with any winemaking or winery, it has not been without challenges. From navigating shipping logistics in freezing weather to overcoming misconceptions (“It’s just juice!”), Joyus has worked hard to prove that their wines can stand alongside the best. Both of their sparkling wines even placed at the San Francisco International Wine Competition before a non-alcoholic category even existed.
Pairings, Partnerships, and Playfulness
Whether it is a Cabernet alongside a perfectly cooked steak, as the New York Times recommends, or a glass of Sparkling White paired with Frankie & Joe’s seasonal sangria-flavored ice cream, Joyus encourages drinkers to experiment. “At the end of the day,” says Robert, “the best pairing is the company you keep.”
Joyus wines are also making their mark in unexpected places:
Lumen Field now offers their 187ml bottles of sparkling wine, perfect for a single celebratory pour.
Frankie & Joe’s Ice Cream uses Joyus wines in creative seasonal flavors.
Dry January and Beyond
For Joyus, January is one of the busiest months of the year. “Anytime people can take a break and focus on their health is great,” Robert shared. But Joyus’s mission goes beyond a single month. It is about changing the conversation around drinking year-round.
Non-alcoholic wine offers a way to stay present and connected without dulling the moment. With lower sugar and calories (only 90–120 calories per bottle of sparkling wine), Joyus also aligns with many wellness goals, making it a natural fit for health-conscious drinkers.
An Inclusive Table
Inclusivity is at the heart of Joyus. The brand moves away from traditional, status-driven wine culture and instead focuses on joy, connection, and accessibility. Their community spans everyone from pregnant mothers and those with health concerns to lifelong wine lovers looking for a mindful alternative.
“We’re here to normalize non-drinking and to enjoy each other’s company,” Robert explained. “That’s it.”
Looking Ahead to 2026
Joyus’s vision for the future is one of expansion and education. Despite their rapid growth, many people still have not tried non-alcoholic wine. “Every time we do an event, someone says, ‘I’ve never heard of this!’” Robert laughed. That is exactly why Joyus is doubling down on outreach, partnerships, and events that bring more people to the table, wine glass in hand, alcohol optional.
Joyus In Three Words?
Community. Inclusive. Celebrate.
If you are curious about what celebration without compromise tastes like, you can find Joyus Wines online, at Lumen Field, and at select retailers nationwide, including here at WeRise Wines.
Raise your glass to the New Year, joyfully.
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