Non-alc brand Wilderton shutters business
Previously backed by Diageo’s Distill Ventures arm, zero-ABV apéritif producer Wilderton is closing its distillery in Oregon and shelving the brand.
The US-based alcohol-free aperitivo brand was founded in 2019 by Brad Whiting and Seth O’Malley. In July 2023, Wilderton opened what is thought to be the first dedicated non-alcoholic distillery and tasting room in the US.
Whiting confirmed the site, located in Hood River, Oregon, closed its tasting room at the end of August 2025. The distillery is set to shut at the end of this month.
Whiting said: “I feel so privileged to have had the opportunity to be on the cutting edge of a cultural revolution in how people socialise. We made some big bets on scaling and consumers valuing a ridiculously expensive production process/facility… and while many did, just not enough for the math to work in the runway we had.
“We endeavoured to find a new steward of the brand for the past several months, but alas none worked out so the brand/IP etc will be shelved in the hopes to be resurrected at some point in the future. The distillery and tasting room are now closed and decommissioned.”
The distillery was home to a production facility, including a 1,500-gallon stainless vessel for the extraction of raw botanicals, and a 1,000-gallon stainless vacuum pot still.
The brand went through a redesign in December 2024, when it also launched its Citrus Aperitivo product.
Wilderton Bittersweet Aperitivo secured the Taste Master title at last year’s Low & No Masters blind tasting – the highest award in the competition.
Wilderton was also part of Diageo’s Distill Ventures programme, which provided funding and support to drinks brands until its closure in March 2025. Diageo typically took an initial minority stake in brands through this programme, which could eventually lead to a full buyout.
According to its 2024 annual report, Diageo had owned a 27.78% stake in Wilderton.
Through the Distill Ventures programme, Diageo acquired alcohol-free brand Seedlip in 2019 and US-based Ritual Zero Proof in 2024.
Diageo also produces zero-ABV line extensions for Gordon’s, Tanqueray and Captain Morgan.
The UK-headquartered drinks company also owns Oregon-based business Aviation Gin, backed by actor Ryan Reynolds. The gin brand opened a distillery and visitor centre in Portland, Oregon, in 2022.
Several brands previously backed by Distill Ventures have made job cuts, faced bankruptcy or sought out new investment in the past 12 months.
Among them is American single malt whiskey Westward, based in Portland, which was saved from bankruptcy by a group of private investors.
Meanwhile, English whisky brand Fielden (formerly known as The Oxford Artisan Distillery) secured a new owner this month, with plans to rebrand this year.
Danish distillery Stauning cut 25% of its workforce last year after Distill Ventures pulled its funding.
Last February, Diageo’s former CEO, Debra Crew, called the no- and low-alcohol category a “big opportunity for the industry” and for the company.
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