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Julianne Beffa
How Moa Gürbüzer's, Oddbird, Makes Alcohol-Free Wine Feel Luxurious and Intentional
Moa Gürbüzer is changing drinking culture for women and everyone who values presence over pressure.
- By: Julianne Elise Beffa
The bubbles are bright, the vibes are electric, and the celebration feels real. Only this time there’s no hangover looming. That’s the spirit behind Oddbird, the plant-powered wine brand shaking up tradition with alcohol‑free bottles that are just as thoughtful, beautiful, and intentional as any classic cuvée on the shelf.
Oddbird didn’t start in a boardroom or a vineyard. It began in the heart and hands of Moa Gürbüzer, a therapist and social worker who spent more than 20 years witnessing firsthand how alcohol shows up in our lives. She saw birthdays, office mixers, family dinners, and nights out where a glass of wine wasn’t simply a choice- it was an unspoken rule. When she watched alcohol cause pain, shape expectations, and create invisible barriers around belonging and joy, she knew something had to change. So at 55 years old, with zero business experience and no wine industry contacts, she built Oddbird from the ground up. Her mission wasn’t to restrict but to expand what celebration can feel like.
“I knew that saying no shouldn’t mean stepping out of belonging,” Moa says. “Oddbird is about making choice feel like dignity, not like a sacrifice.”
And people are listening. Oddbird has grown explosively. In the United States, it now sells over seven million bottles annually and nearly $30 million in revenue, with distribution in major retailers like Erewhon, Trader Joe’s, and Total Wine, plus direct‑to‑consumer through The Zero Proof. Beyond the U.S., Oddbird pours its zero‑proof wines in more than 20 countries, proving there’s a global appetite for elevated alcohol‑free alternatives.
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At a time when drinking culture is shifting everywhere, Moa’s timing couldn’t be better. The global alcohol‑free wine market is booming, poised to reach nearly $2.22 billion by next year and expand even further in the years ahead as more people seek taste without the booze. Nearly half of adults now choose alcohol‑free options at social occasions, and health‑minded drinkers make up a rapidly growing share of that group. (Global Growth Insights)
What’s exciting about this moment is that it’s not about avoiding alcohol as a punishment. It’s about choice. According to recent industry research, non‑alcoholic beverages are no longer a niche category but a mainstream movement with nearly $925 million in U.S. sales last year and +22% growth. (NIQ) That means more people, including women across generations, are thinking differently about alcohol not just during Dry January but every month of the year.
Oddbird is about making choice feel like dignity, not like a sacrifice.
That shift is especially meaningful for women. On one hand, cultural norms have historically tied drinking to social inclusion and even professional success. On the other hand, rising awareness of the unique health risks women face when they drink- risks that can show up at lower consumption levels than for men- is turning heads and opening eyes. Women metabolize alcohol differently than men and are more vulnerable to certain alcohol‑related harms, which makes mindful consumption a powerful part of personal and collective wellbeing. (niaaa.nih.gov)
Oddbird’s philosophy taps into every part of this change. The wines are crafted with care: partnering with small vineyards in France, Spain, and Italy, following traditional methods, and then using a gentle vacuum‑distillation process to remove alcohol while preserving texture, aroma, and complexity. The result is wine that tastes like wine, not like a compromise.
But Oddbird’s bigger accomplishment isn’t technological. It’s cultural.
Alcohol has long acted as a social default. If you want to fit in, grab a drink. If you want to celebrate, pour a glass. But what if celebration didn’t require a prescription? What if ritual didn’t come with an invisible test? These are exactly the questions Oddbird is asking.
“When the alcohol‑free option is visible, poured in the same flute, recommended without comment, then the choice becomes routine,” Moa says. “Inclusion becomes the norm.” Few things accelerate change more than normalizing choice. When a non‑alcoholic wine is just another bottle on the table next to champagne or cabernet, it rewires expectation—without judgment, without apology.
This is where Oddbird’s work connects deeply with International Women’s Day. Women have fought for autonomy and inclusion across every realm of life. From boardrooms to boulevards, from nightlife to neighborhood kitchens, women have claimed space and redefined what success and joy look like. Redefining our relationship with alcohol fits perfectly into that story. It’s about owning our choices—what we consume, how we connect, who we become in community.
When the alcohol‑free option is visible, poured in the same flute, recommended without comment, then the choice becomes routine.
Whether that means sipping a dry Blanc de Blancs under a sunset, enjoying a Rosé with friends after work, or toasting Presence at a celebration of community, Oddbird proves women don’t need alcohol to participate fully in life’s best moments. They just need the freedom to choose without pressure or stereotype.
And the numbers back it up: non‑alcoholic and low‑alcohol beverages are increasing their share of global consumption, forecast to continue year‑over‑year growth across major markets. (IWSR) Whether driven by wellness trends, shifting norms, or a desire to feel present, people from all walks of life are opting for alternatives that let them savor moments without the morning after.
Oddbird’s lineup reflects this new mindset. “C,” a rare sparkling cuvée from France’s Grand Est, sits on waitlists because people are clamoring for zero‑proof wines that feel premium and intentional. Other crowd favorites include a dry Rosé, an organic French white called Presence, and a robust Spanish GSM that stands up to any conversation around the dinner table.
For women breaking mold after mold, Oddbird offers a toast without caveat. It says you can be fully here, fully you, and fully part of the celebration. That’s a message that resonates far beyond any glass.
On International Women’s Day, Moa shares her wish for women everywhere: “Stand in your truth. Support one another. Together we blaze.” In a world where culture is changing, where alcohol norms are shifting, and where women are choosing presence over pressure, Oddbird is more than a brand—it’s a moment, a movement, and a new kind of ritual worth raising a glass to.
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