“Guided by love”

Live life, refined.

Hello there. My name is Kevin, the owner of Ashe London. I love wine, but not the bad part of wine. I am a certified Champagne specialist as well as a certified French wine scholar. Like most wine experts, I have always focused on the aromas and taste of fine wines, never on the intoxicating buzz that you get. Now with alcohol removed wines, consumers can now get the same sensory flavors and excitement without consuming the intoxicating and toxic chemical called ethanol. My wife and I started on this path of a new journey, a journey we hope you will enjoy.

Ashe London was created in honor of our son, whose light continues to guide us. Created from love, remembrance, and an unwavering belief that life’s most meaningful moments deserve to be savored with clarity and intention. 

Ashe London is more than a non-alcoholic wine brand—it is a tribute, a journey, and a celebration of living.

Ashe London embodies elegant rebellion: the courage to chart your own course, guided by your own light.

At the center of our identity stands the lighthouse and north star—symbols of direction, resilience, and the quiet strength it takes to rise above what the world expects. They reflect the essence of refined rebellion: choosing what feels aligned and authentic, even when it goes against the status quo of the drinking culture.

Our Philosophy

We believe refinement isn’t about perfection—it’s about purpose.
It’s the elegance of choosing clarity over compromise.
It’s the confidence to step into the night with style, class, and conviction.
It’s the freedom to say yes to connection, celebration, and presence—without needing alcohol to elevate the moment.

Our wines are crafted for those who lead with intention. For the classy, stylish, sexy rebel who knows exactly who they are. For the person who wants to toast to love, life, and everything in between—while living life, refined.

Our Craft

Every bottle of Ashe London is made with care, sophistication, and a deep respect for the ritual of wine. With a classy aesthetic vibe and a light sage green accent that reflects calm, balance, and modern luxury, we bring forward a new era of non-alcoholic wine—one that looks and feels as elevated as traditional wine, while offering a clear state of mind.

Why We Exist

We exist because moments matter.
Because memories matter.
Because choosing differently can still feel incredibly beautiful.

Ashe London honors where we’ve been and guides where we’re going. A reminder that even in the darkest nights, there is a path—steadfast, elegant, and enduring.

Raise a glass to presence. To purpose. To living boldly and beautifully.
Live life, refined.