The project began with the development of a brand platform, focused on striking the right balance between winemaking tradition and pioneering techniques. NOOH embodies the promise of a distinct pleasure experience within a brand that is both aspirational and prestigious.

The name “NOOH” merges “NO” (as in “without”) with “OH” (the alcohol molecule), symbolising a refined approach to alcohol-free enjoyment.

At the core of our collaboration lies a design that transcends conventional wine codes, setting itself apart from competitors striving to mirror category expectations. Partisan du Sens has ventured beyond the familiar, crafting a refined, high-end, and structured design that evokes both technical expertise and cutting-edge technology. NOOH by La Coste targets an international clientele with an appreciation for bold, confident luxury.

Partisan du Sens has supported Château La Coste throughout the project's technical development, from sourcing materials to selecting suppliers, while also overseeing the creation of mock-ups and prototypes.