Founder of Oddbird Pushes Dealcoholized Wine Trend

Moa Gürbüzer, a former family therapist and social worker from Sweden, has turned her two‑decade‑long experience with the hidden effects of alcohol into a business venture that aims to reshape how people celebrate.

From therapy rooms to vineyards: the birth of Oddbird

During her years as a therapist, she observed how alcohol silently altered family trends, often leaving children to tiptoe around tension and partners to mask deeper issues. She said the patterns she saw were not just individual problems; they were cultural. That realization spurred her to consider prevention rather than remediation, prompting the creation of Oddbird, a dealcoholized wine brand that seeks to offer an alternative to traditional drinking rituals.

When she began teaching social work at a Swedish university, the first day felt identical to the last day in the field—same stories, same dead ends. “The system was built on blaming the individual instead of preventing addiction,” she explained. The insight that change needed to happen at a structural level seeded the idea of a brand that could influence drinking culture on a larger scale.

Launching a wine company without prior business or winemaking experience was, by any measure, a bold step. Early attempts to secure financing fell flat; banks declined, and investors showed little interest. A turning point arrived when her hairdresser offered a loan, providing both the capital and a confidence boost that kept the project alive.

Leadership shaped by empathy

Gürbüzer’s therapeutic background informs her leadership style. She emphasizes listening, understanding unspoken concerns, and building a respectful workplace. “Creating a safe environment for the team is always important,” she said, noting that many people carry burdens that affect both personal and professional life.

When asked about the most meaningful moment since launching Oddbird, she recalled occasions where customers chose the brand for significant life events—weddings, newborn celebrations, birthdays, and proposals. “Being part of someone’s personal milestone is humbling,” she remarked.

Choosing alcohol‑free is about discovering new dimensions of taste, presence, and connection. her vision encourages curiosity and mindful engagement with friends, food, and experiences.