At an intimate lunch at Tamarind in Mayfair, Avesso Magazine discovered how Matthew Jukes is transforming alcohol-free drinking into an experience defined by flavour, sophistication and the pleasure of celebration.

There is something inherently celebratory about holding a beautiful glass in one’s hand. Whether marking an achievement, sharing a meal or simply enjoying the company of friends, the ritual of raising a glass has long been associated with connection and pleasure. Yet, as attitudes towards alcohol continue to evolve, the question is no longer whether people still want to celebrate, but how they can do so more consciously without sacrificing taste, refinement or occasion.

This was the idea at the heart of an intimate “Christmas in July” lunch hosted by Jukes Cordialities at Tamarind in Mayfair, where I had the pleasure of meeting Matthew Jukes, the acclaimed wine writer and creator behind the award-winning alcohol-free drinks brand.

As someone who genuinely loves wine and prosecco, I approached the experience with both interest and a degree of curiosity. Alcohol-free alternatives often promise the atmosphere of wine without delivering its depth, complexity or sense of indulgence. Jukes, however, offers something notably different. Rather than attempting to imitate wine, the drinks have been created as sophisticated expressions in their own right, with their own structure, acidity, aromas and character.

Throughout the lunch, the cordialities were paired with Tamarind’s refined Indian cuisine, demonstrating how botanical, fruit and spice-led drinks can complement dishes with complex flavours, contrasting textures and aromatic intensity. The experience made it clear that alcohol-free pairings need not be an afterthought. When approached with the same precision traditionally reserved for fine wine, they can become an integral part of the meal.

For Matthew Jukes, this connection between food and drink is deeply personal. His relationship with Indian cuisine stretches back many years, to a time when pairing Indian food with serious wine was still considered unusual. His work contributed to a growing recognition that richly spiced dishes deserved the same careful consideration as European fine dining, and he later became wine consultant to Tamarind.

His philosophy regarding alcohol has always been straightforward: drink fewer wines, but choose finer ones. The more complicated question, he explained, was what people should drink on the days when they choose not to consume alcohol.

For more than two decades, Jukes resisted writing about alcohol-free wine because he found many of the options overly sweet, unconvincing and lacking in authenticity. He had no interest in creating what he regarded as a poor imitation of an existing alcoholic drink. Instead, he wanted to develop something original, serious and capable of standing confidently alongside food.

The turning point came during a dinner in New York approximately nine years ago. While hosting an evening at the Michelin-starred restaurant Bâtard, Jukes found himself seated beside Sally Singer, then editor of Vogue.com. Their conversation revealed how significantly drinking habits in New York had changed, particularly during the working week. It led him to recognise that a similar shift would eventually reach London.

“I realised something was happening,” he recalled. “This fashion was going to come here.”

Returning to the UK, he began searching for a drink that could offer the complexity and sense of occasion associated with wine without relying on dealcoholisation. His inspiration ultimately came not from modern laboratories or drinks trends, but from history.

While researching traditional recipes, Jukes discovered haymaker’s punch, an apple cider vinegar-based cordial consumed by farm workers in the 18th century. The drink was valued for its refreshing qualities during long days in the fields, long before its ingredients’ potential health benefits were fully understood.

That historic foundation became the starting point for Jukes Cordialities. Today, the range is made in London using organic apple cider vinegar combined with fruits, vegetables, herbs, spices and flowers. The result is a collection of 0.0% drinks designed to offer acidity, length, balance and layering rather than simple sweetness.

For me, this is where the proposition becomes particularly compelling. Celebrating often comes with the instinctive desire to have a glass in hand. Jukes allows that ritual to remain, while offering an option that feels lighter, more mindful and potentially more compatible with a modern approach to health and wellbeing.

The experience at Tamarind also reinforced the importance of presentation. The drinks feel appropriate for a sophisticated table, whether served at an intimate dinner, a formal celebration or a festive gathering. There is no sense of compromise or of being given a lesser alternative while everyone else enjoys the “real” drink. Jukes creates its own experience.

This commitment to quality has been recognised internationally. At the World Alcohol-Free Awards 2026, Jukes achieved a remarkable clean sweep, winning medals for all ten products entered, as well as recognition for the strength and consistency of the overall range.

The company’s growing influence was further underlined by the involvement of Sacha Lichine, the creator of Whispering Angel and the wine entrepreneur widely credited with transforming rosé into a global luxury category. His decision to invest in Jukes represents more than a commercial development; it signals growing confidence from the traditional wine world in the future of premium alcohol-free drinking.

For Jukes, however, the ambition is not simply to follow a market trend. It is to redefine what a non-alcoholic drink can be.

“These awards reflect the care, craft and precision behind each blend,” he has said, highlighting the company’s desire to produce drinks with integrity, complexity and genuine appeal.

After experiencing the range at Tamarind, it is easy to understand the enthusiasm surrounding the brand. The appeal lies not in recreating wine, but in preserving what people truly love about drinking it: the ceremony, the conversation, the food pairing and the pleasure of raising a glass.

Jukes Cordialities offers a persuasive answer to the question Matthew Jukes first asked himself years ago: when we are not drinking wine, what should we drink instead?

Something real, elegant and created with purpose may be the answer.

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