Turning a fringe bet into a mainstream category.
The white paper, data-led press, and founder community behind the breakout brands that defined non-alc and drinks-adjacent wellness.
When non-alc started moving, most of the trade treated it as a trend. A seasonal story. Dry January reliably surfaced the same five brands and the same five takes.
The category needed a voice that treated it as a real business story, not a moral one. That was the version founders, retailers, and journalists were ready to back.
We framed non-alc as a permanent shift in consumer behaviour, not a seasonal peak. A white paper with reproducible data. An infographic system trade press could republish. Briefings with NYT, FT, The Economist in person, not via release.
The breakout brands shipped into a market DV had spent three years preparing for them. Ritual. Seedlip. A whole generation of no-and-low drinks founders who no longer had to argue the category existed.
Positioning a category is the single most useful thing anyone in drinks can do. The brand you run inherits the tailwind. So does the fund.