181: Less Is Yes: Surprising and Delighting Guests with Non-Alcoholic Beverages
We learned in episode #177 how the non-alcoholic beverage market is growing rapidly, not just for #DryJanuary but overall and throughout the year. One wine store owner I talked to last month said that 38% of people of drinking age are choosing not to consume alcohol or are consuming LESS of it.
That is why Lauren Chitwood and her co-founders created the non-alcoholic brand Spiritless. They were three young mothers with eight kids between them who were driven entrepreneurs and passionate social drinkers who enjoyed an evening cocktail to unwind from their day.
Like most consumers buying their alcohol-free spirits and ready-to-drink (RTD) non-alcoholic canned cocktails, they were "feeling the strain of weekday drinks at work dinners, added calories, and sluggish mornings after a few glasses."
Listen as Lauren shares how they started the business, their experience as female founders in the spirits industry, and how low and non-alcoholic beverages are an incredible tool for drinkers and non-drinkers alike.
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Lauren Chitwood
Co-Founder + CEO at Spiritless
Lauren Chitwood is an accomplished entrepreneur and leader with significant experience in event planning and brand management. As a co-founder and CEO of Spiritless since October 2019, Lauren is pioneering a new line of non-alcoholic spirits, with the flagship product Kentucky 74. Prior to this venture, Lauren Chitwood served as President of Lauren Chitwood Events and Olio Event Group from January 2008 to October 2019, where a strong focus on creativity and client satisfaction defined her approach to luxury event planning and brand activations. Currently, Lauren is a member of Chief, an organization aimed at empowering women executives, a position Lauren has held since July 2022. Lauren holds a degree from the University of Kentucky, obtained in 2008.
