Frederike de Groot - World of NIX

With a mission to make the alcohol-free world “more beautiful, better, and sexier,” World of Nix is redefining what it means to raise a glass. Founded nearly five years ago by Frederike de Groot and Wim Boekema, the Amsterdam-based brand offers a curated range of premium non-alcoholic wines, spirits, and elixirs. In this interview, Frederike shares how World of Nix is growing a movement built on taste, authenticity, and the long-term challenge of changing habits, not just markets.

Changing Habits, Not Just Markets

When it comes to brand growth, few categories are as complex or as purpose-driven as alcohol-free drinks. For World of Nix, the challenge isn’t just introducing new products, it’s reshaping behaviour. “What we’re really doing is driving a cultural shift,” says Frederike. “Reducing alcohol consumption starts with intrinsic motivation, something that can’t be bought with marketing. You can’t just tell people to drink less; they have to want it for themselves.”

Founded nearly five years ago, World of Nix set out to make the alcohol-free world “more beautiful, better, and sexier.” What began as a personal question ‘What do you drink when you don’t want to drink?’ has grown into a platform that combines a webshop, tasting rooms, event bars, and educational content. “We don’t just want to be a drinks brand,” Frederike explains. “We want to help people find delicious, mindful alternatives, and to make not drinking feel just as festive as drinking.”

Because the alcohol-free category depends on behavioural change, growth takes time. “You can’t buy this kind of transformation with marketing spend. It’s a long-term game,” Frederike says. “But we see it happening — slowly, and for all kinds of reasons: health, fitness, ageing, or simply wanting more balance.”

“We want to help people find delicious, mindful alternatives, and to make not drinking feel just as festive as drinking.”

Innovation That Starts With Taste

For many consumers, alcohol-free still carries a stigma, especially when it comes to wine. “People often think non-alcoholic wine can’t be good, and that’s what we’re working to change,” Frederike says. In this respect, innovation has been crucial. Over the past few years, technological progress has transformed what’s possible in the category. “The de-alcoholisation process has become so advanced that even regions like Bordeaux, which are incredibly traditional, are now investing heavily in alcohol-free wines,” she notes.

But for Frederike, technology alone isn’t enough. “You can’t build a brand on a product people don’t enjoy. Taste is what decides whether innovation works or fails.” That focus on flavour also extends beyond wine. The store’s range includes botanical spirits, sparkling teas, and functional elixirs — drinks designed to both taste good and make you feel good. “We have a product called Nightcap, made with valerian root, which is a kind of whisky alternative for after dinner. It’s about new experiences that still feel special.”

“You can’t build a brand on a product people don’t enjoy. Taste is what decides whether innovation works or fails.”

Learning Through Real-Time Feedback

Rather than relying on large-scale market studies, World of Nix learns directly from its consumers. Tastings, events, and online orders serve as a continuous stream of insight. “Our tastings are our consumer research,” Frederike says. “If a new wine arrives, we know within a few weeks whether it resonates. We get real-time feedback; there’s no faster way to learn. ”This approach allows the small team to move quickly. New drinks arrive weekly, and decisions about keeping or discontinuing them are made in real time. “If we believe in something, we’ll test it. If it works, great. If not, we move on,” she says.

The same principle applies to marketing. Traditional advertising isn’t a growth driver; only genuine curiosity is. “People only search for us when they’re ready, when they’ve decided to drink less. That’s why push marketing doesn’t work for us. It’s all pull.”

“People only search for us when they’re ready, when they’ve decided to drink less. That’s why push marketing doesn’t work for us. It’s all pull.”

Inspiring Rather Than Preaching

From the start, World of Nix chose a positive communication strategy. “We’re not the party pointing fingers, saying alcohol is bad for you,” Frederike explains. “We’re the commercial party offering the alternative. If you want to drink less, you can still enjoy something that tastes amazing and still be part of the party.”

This mindset has helped the brand stand out in a category that’s often misunderstood. Rather than moralising, World of Nix focuses on inspiration, offering recipes, hosting events, and creating a space where people can explore without judgement. That tone of voice also defines their marketing philosophy. “You can’t convince someone through a billboard,” Frederike says. “You can only be there when they’re ready to discover you. Our role is to make that discovery exciting.”

“We’re the commercial party offering the alternative. If you want to drink less, you can still enjoy something that tastes amazing and still be part of the party.”

Health as the New Sustainability

For Frederike, the ultimate goal of World of Nix is to make an impact on both people and society. “Our biggest form of sustainability is health. Helping people drink less is the most meaningful thing we can do.” That impact is already visible in customer feedback. “We get amazing messages from people saying how we’ve helped them change their habits,” she shares. “It goes much deeper than we ever imagined.”

Sustainability also extends to their supply chain. Most of their partners are small, artisanal producers who already work with minimal packaging and natural materials. “Because this category is new, we can build sustainability in from the start,” Frederike notes. “These brands want to do better — and that aligns perfectly with us.”

Ultimately, World of Nix isn’t just redefining what people drink. It’s redefining what it means to drink and what a celebration can look like without alcohol. “As long as alcohol is the social norm, breaking that will always be the biggest challenge,” Frederike says. “But the more people taste and experience what’s possible, the faster that change will come.”

“Helping people drink less is the most meaningful thing we can do.”