If You Build It ... They will Come & Drink
/Founder of new Canadian non alcoholic brand DRNK Suzette Ramcharan on going from capital markets to finding her own capital
Most of us, if we’re looking for a specific ‘something’, do the quickie Google search to find it.
Not Suzette Ramcharan, CEO of DRNK.
After 20 successful years in capital markets, working for companies in the metals and mining space and then creating her own corporate consulting business, Suzette decided she had to get a grip on her alcohol abuse. So much of corporate networking revolves around alcohol and the “work hard; play hard” motto was very much her experience.
So, rather than simply seek out AF products at her local retailers, Suzette decided to make her own.
While so many entrepreneurs stall at the investor stage, she was lucky enough, through the contacts she’d forged over her years in the corporate world, to have the money available even before she had a product. She says the money was looking for someone who could take advantage of this new market.
suzette ramcharan, ceo, drnk
“I had met a group of investors who were really keen to put money into something (alcohol free) and I said – Oh! I’m an executor; I can do that. And that’s how DRNK came about.”
DRNK was born, offering the market ready to drink mocktails in a can. Her Mojito and Moscow Mule debuted at the Canadian Health Food Association show in Vancouver this past spring to a very receptive and enthusiastic audience. And no wonder; the drinks are tasty, refreshing and very low in calories and carbs. Suzette didn’t want to make the same mistake that so many mocktail creators fall into – substituting alcohol with vast amounts of sugar.
“I’m very pumped about where we can go and the support we can offer anyone who is looking for a non alcoholic option whether they’re sober living, like me, or sober curious or just looking for something different. We don’t discriminate here. You want to drink, we’ll supply it.”
“I dream of being in a world where there’s just options for everyone and I feel like we’re getting there.”
DRNK has been working diligently to gain traction and get placement on shelves and in restaurants. The entire distribution model is murky and challenging with the traditional alcohol distributors only sporadically offering AF products, forcing those companies to seek out distribution through grocery and wellness channels. Suzette wants placement in wine and beer and liquor stores as that’s where buyers will be more likely to pick up their wine, beer, and alternatives all in one place.
Suzette sees huge potential in the sector and cites a stat that measured the growth in revenues in the low and no alcohol market of 315% increase between 2020 and 2021. And the other interesting thing is that this market isn’t just being driven by non-drinkers. In fact, about 80% of those who purchase products like hers still drink alcohol as well.
Photo credit DRNK Brand
“The movement isn’t just driven by the sober living, like me, but by mindfulness and people wanting to reduce their alcohol intake and want options.” She sees Millennials and Gen Zs as a huge driver thanks to their desire for convenience in the form of ready to drink/eat/play products.
On the production side, DRNK drinks are created by her R & D person who handles the science while she is the dream keeper. Suzette always thinks big and has set her sights on DRNK being available some day as widely as Coca Cola.
For any corporate women struggling with the alcohol driven culture of their environment, Suzette’s advice is to make up an excuse until you’re confident you won’t be penalized for “not fitting in”. Increasingly, the availability of AF alternatives means joining those minglers with a glass in your hand, so the question never even comes up.
“I dream of being in a world where there’s just options for everyone and I feel like we’re getting there.”
Find DRNK at AFBev.ca and use promo code DRNKsummer2022 on your order.
About The Author
Joanna is a writer, trainer, coach and consultant with decades of experience as a journalist in radio and television. She teaches public speaking, communication skills and media relations. You can find Joanna at www.joannapiros.com.
