Surely Wine was founded by two wine lovers who couldn't find quality NA options — they built the brand they wanted to buy, targeting the growing sober-curious market with a DTC subscription model.
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See all ads on AdLibrary →Surely Wine is an Austin-based non-alcoholic wine brand founded in November 2020 by Ryan Hanson and Justin Mares. The brand uses dealcoholization technology to produce NA wines that genuinely replicate the taste and complexity of traditional wine — addressing the quality gap that had made non-alcoholic wine a reluctant compromise for most consumers. Surely grew via DTC subscription targeting wine lovers participating in the sober-curious movement, Dry January, and alcohol-reduction trends, positioning itself as a product for people who love wine but want to drink less. The brand has expanded into retail and broadened its SKU range to include sparkling rosé, white, and red options. Also searched as Surely.
Surely's advertising is built on identity rather than deprivation messaging. Rather than framing non-alcoholic wine as something you drink when you can't have the real thing, ads position Surely as the choice of a sophisticated, health-conscious wine lover who wants the experience without the alcohol. This reframe — from 'substitute' to 'intentional choice' — is Surely's most effective ad strategy. Performance campaigns time heavily around Dry January (January) and Sober October, when sober-curious consumers are actively searching for alternatives. Subscription offer ads (free shipping, first-case discount) convert trial purchases into recurring revenue. Explore Surely's ad creative at AdLibrary.
Facebook and Instagram are Surely's primary paid channels, targeting wine-interested adults 28–55 with lifestyle imagery that looks indistinguishable from traditional wine advertising — dinner parties, outdoor gatherings, elegant glassware. This aesthetic choice is intentional: by looking like regular wine advertising, Surely positions its product as a peer to traditional wine rather than a niche health product. Retargeting sequences focus on subscription conversion, with a funnel from initial trial purchase to recurring monthly delivery. Pinterest is a supplementary channel given its wine and entertaining lifestyle audience overlap.
Surely's copy themes cluster around three ideas: quality parity ('wine you actually want to drink'), lifestyle alignment ('for the wine lover who wants to wake up feeling good'), and sober-curious identity ('join the movement — drink less, live more'). The brand avoids medicalized language about alcohol's health harms, instead speaking to lifestyle aspiration. Dry January and Sober October are leaned into explicitly in seasonal campaigns with countdown urgency and community framing. The founding story — two wine lovers who couldn't find quality NA options and built the solution themselves — provides authentic brand origin narrative that ads use to establish credibility.
Surely's positioning demonstrates that category framing is often more important than product claims. By framing NA wine as an intentional lifestyle choice rather than a substitute or restriction, Surely expanded its addressable market beyond people who abstain from alcohol to include all wine drinkers who occasionally want a night off. The seasonal concentration of sober-curious behavior around Dry January and Sober October also shows how cultural moments can function as performance-marketing triggers — Surely's ad spend efficiency peaks dramatically in January when consumer intent aligns with the brand's value proposition. For DTC brands in emerging categories, the lesson is to let cultural tailwinds do the awareness work while paid media converts the activated audience.
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