HOOKED Hosts World’s First Alcohol-Free Wine Tour in Germany

by Marsha Mowers January 13, 2026

HOOKED – the Canadian travel agency focusing on sober travel, has marked a major global milestone; hosting the world’s first alcohol-free wine tour in Germany.

Founded by Darci Murray, HOOKED was created to reimagine travel for those who want to explore the world without alcohol. Guided by the philosophy of Full Sensory Travel, the company encourages travellers to connect more deeply with destinations through clarity, presence, and intention. Notably, guests on the inaugural Germany tour represented a wide range of backgrounds and motivations, underscoring that alcohol-free travel is less about abstinence and more about personal choice, authenticity, and meaningful experiences.

Germany provided a natural backdrop for this historic first journey as has long been considered a pioneer in dealcoholized winemaking. 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 featured visits to both historic wineries—where alcohol-free techniques date back more than a century—and modern producers who are redefining quality and perception today. Together, these experiences highlighted the rich heritage and future-forward innovation shaping alcohol-free wine culture.

In a press release, HOOKED said the trip was more than just an itinerary; the Germany tour reflected a broader cultural shift. As sober and alcohol-free lifestyles continue to gain momentum, travellers are increasingly seeking experiences that remove alcohol without sacrificing depth, tradition, or celebration. HOOKED’s inaugural tour demonstrated that wine tourism can be inclusive, immersive, and emotionally engaging—without alcohol at its core.

HOOKED has announced plans for a second alcohol-free wine journey to Australia in October 2026, citing growing demand and continued momentum for sober travel experiences worldwide.

For more information, visit https://hooked-on-travel.com