A seed-extension thesis on the next category-defining better-for-you alcohol brand — already in market, already working.
In 2010, Michelob Ultra was an undifferentiated light beer. Then they put "95 calories" on the bottle and built a thesis around active, health-conscious drinkers.
Today it is the #1 beer in America.
Wine has not had this moment yet. We are building it.
Wine consumption is at a 20-year low — but not because people stopped drinking. They stopped drinking this version of wine.
Gen Z and younger millennials drink less but more intentionally. Calorie-aware, ingredient-aware, brand-aware. Better-for-you alcohol is the fastest-growing segment in the entire category — see Michelob Ultra, Athletic Brewing, High Noon.
Wine is the last major alcohol category without a breakout better-for-you brand. Retailers know it and are actively looking for the product to fill the gap. Early signals confirm it.
A 2x2 of the wine aisle today. The upper-right is empty. We're planting a flag.
100 calories per can. Authentic wine character. No additives, no shortcuts, no compromises.
The standard process — centrifuge de-alcoholization — is a harsh method that strips the wine's delicate aromatics. Our proprietary temperature-based process gently reduces alcohol while preserving the wine's natural character and complexity.
Mechanical, harsh. Strips delicate aromatics. The reason most low-alcohol wines taste like the idea of wine, not wine itself.
Gentle. Preserves natural character and aromatic complexity. The reason a 100-calorie can tastes like a real glass of wine.
Texas Ranchers
Palm Beach Royals
Hired the top-performing wholesale rep from Happy Dad Seltzers to lead distribution build-out. The blueprint for taking a cult DTC brand into the chain has now been hired in-house.
Margin expanding the whole way. Operating profitability achieved in month eight.
Collectively, the team has built companies generating over $400M in annual revenue.
Distributor activation beyond Texas, sales team build-out, trade spend, and POS investment.
Meeting the demand curve without stockouts. The cost of saying yes to every door.
Accelerating the acquisition engine that fuels the subscription flywheel.
Wine's Michelob Ultra moment will happen.
We are the only team with the product, the proof, and the playbook to be it.
