Vancouver’s Darci Murray hosts “world’s first” alcohol-free wine tour in Germany

A Vancouver-based travel advisor has achieved a milestone in sober escapes.

Darci Murray, founder of HOOKED - Alcohol Free Travel, recently hosted what is said to be the world’s first alcohol-free wine tour in Germany.

Murray, who made PAX’s “Most Fascinating” list in 2024 for her collection of “full-sensory,” booze-free itineraries, maintains that travel without alcohol is not solely about abstinence, but about choice and authenticity.

“Full-sensory travel,” she told us in previous interview, is “when you’re not numbing yourself [with alcohol] and being fully present to your senses.”

People who eliminate alcohol from trips tend to “see more." And they come with different needs. 

"They start their days earlier, they finish earlier,” she said.

Wine tourism, without alcohol

According to a press release from Ensemble, of which Murray is a member, her recent tour of Germany was driven by “a variety of motivations.”

Germany was “a natural setting” for the historic first journey. Long considered a pioneer in dealcoholized winemaking, the country provided a powerful backdrop for reimagining traditional wine tourism without alcohol.

Based in Rüdesheim am Rhein, Murray’s group explored the Rheingau region while experiencing firsthand how alcohol-free wine has evolved from niche alternative to respected category.

The itinerary brought together leading producers who have helped shape the movement, including visits to historic wineries where alcohol-free techniques date back more than a century, alongside modern innovators redefining quality and perception today.

Together, the experiences highlighted both the deep roots and the forward momentum of alcohol-free wine culture.

And more than a single itinerary, the tour represented a broader cultural shift.

“As sober and alcohol-free lifestyles continue to gain traction, demand is growing for travel experiences that remove alcohol without removing depth, tradition, or celebration,” Ensemble said.

“HOOKED’s inaugural tour demonstrated that wine tourism can be inclusive, immersive, and emotionally resonant without alcohol at its centre.”

Building on the success of the Germany tour, HOOKED has announced plans for a second alcohol-free wine journey to Australia in October 2026, signalling continued momentum for the category and the growing global appetite for sober travel experiences.

Don't miss a single travel story: subscribe to PAX today!  Click here to follow PAX on Facebook.