Welcome to the world of NAD*Premium by Jean Hick, where the vibrant energy of Paris and its fascinating atmosphere blend with the boundless passion of its founder Jean — sommelier, traveller, and eternal dreamer.
Raised among the lively streets of the French capital, Jean learned to capture life's finest nuances and celebrate them with authentic flair. Exploring the borders of Europe — from romantic Venice...
to the dynamic streets of Bilbao...
to refined Geneva...
and beyond — he drew inspiration from the cultures and traditions he encountered along the way, shaping a universe of unparalleled sensory experiences.
Jean Hick’s pursuit of authenticity, balance and excellence began long before NAD*PREMIUM and BEYOND* became two distinct curated identities.
At its origin lies a deeply personal experience. When his wife was advised to stop drinking alcohol following a liver examination, their relationship with wine, aperitifs and shared rituals changed unexpectedly. Until then, as for many people, a beer, a distinguished PDO wine or a timeless Prosecco DOCG had naturally accompanied moments of conviviality.
What initially appeared to be a restriction soon revealed a wider possibility.
Jean began exploring the still largely overlooked world of alcohol-free beverages, searching for products capable of preserving the pleasure, refinement and cultural meaning of drinking without relying on alcohol. That research exposed a striking gap between what consumers increasingly needed and what the market was able to offer with genuine quality, identity and elegance.
From this experience, NAD*PREMIUM was born: an international project dedicated exclusively to premium alcohol-free beverages and to a more contemporary, inclusive and conscious culture of pleasure.
Its development was driven by independent research, direct relationships with producers and a rigorous selection process based on origin, authenticity, sensory value and operational reliability.
Over time, the same pursuit of excellence also revealed another direction.
Alongside the alcohol-free world, Jean continued to encounter wines of exceptional character: expressions shaped by remarkable terroirs, historic estates, resistant varieties, heroic vineyards, traditional methods and producers capable of transforming origin into identity.
These wines required a different language, a different philosophy and a clearly defined space of their own.
BEYOND* was created from that conviction: an autonomous wine-selection identity devoted to remarkable producers, distinctive territories and wines whose significance reaches beyond reputation, convention or denomination alone.
Today, NAD*PREMIUM and BEYOND* follow two separate paths under one international direction.
NAD*PREMIUM advances premium alcohol-free culture.
BEYOND* explores wine through origin, identity and independent selection.
Both are curated by Jean Hick and supported by the same technical, commercial, financial and international logistics structure. They share the same commitment to precision, authenticity, responsibility and excellence, while remaining clearly distinct in purpose, language and experience.
Our story is therefore not about choosing between two worlds. It is about understanding each one more deeply — and giving both the identity, respect and distinction they deserve.
TWO IDENTITIES. ONE PURSUIT OF EXCELLENCE.
NAD*PREMIUM — The 0.0% State of Mind.
&
BEYOND* — Wine Beyond Convention.
