Benno Nelson & The Five Corners Story

Non-alcoholic drinks are no longer just an alternative for people avoiding alcohol. They can carry ritual, complexity, culture, and a sense of occasion when crafted with intention. So what does it take to build a beverage that feels just as satisfying as a cocktail without trying to imitate one?

The answer starts with treating non-alcoholic beverages as their own rich category, not a compromise. Benno Nelson, a beverage founder focused on globally inspired non-alcoholic drinks, shares how flavor, story, and specificity can create a more meaningful drinking experience. He explains that Five Corners was built around drinking traditions from “north, south, east, west, and home,” with each flavor inspired by real beverages from around the world rather than focus-grouped sameness. That perspective turns a can into more than a drink, inviting people to experience culture, texture, aroma, and ritual without needing alcohol.

On this episode of the Firebelly Social Show, Duncan Alney talks with Benno Nelson, Co-founder of Five Corners Beverage Co., about building a non-alcoholic beverage brand rooted in global drinking traditions. They discuss the meaning behind Five Corners, creating complex drinks with a cocktail-like pace, and growing intentionally in Chicago. Benno also talks about storytelling, community, and working with his wife and co-founder, Shelby.

Here’s a glimpse of what you’ll learn: 

• [1:33] The origin and meaning behind the Five Corners concept
• [5:06] Benno Nelson explains why their beverages are crafted to be savored slowly
• [12:39] Five Corners’ vision to become Chicago’s go-to non-alcoholic beverage
• [16:00] The unexpected challenges of launching a beverage brand
• [21:01] Benno’s tips on creating memorable, repeat-worthy beverage experiences
• [29:16] The vital community and curation role of NA bottle shops
• [35:05] How family helps Benno stay grounded while building the business

About Benno Nelson:

Benno Nelson is the Co-founder of Five Corners Beverage Co., a Chicago-based company that crafts unique, globally inspired non-alcoholic beverages. Five Corners is available on about 75-80 shelves across Chicago and is known for bold flavors such as Salted Lemonade, Sangrita, and Pickleback. Benno’s background spans theater and tech, and along with his wife and co-founder Shelby, he brings a passion for cultural storytelling and community-building to the beverage world. Their mission is to celebrate global drink traditions and provide complex, satisfying non-alcoholic options for curious and discerning palates.

Resources Mentioned in this episode

• Duncan Alney on LinkedIn
• Firebelly Marketing
• Benno Nelson on LinkedIn
• Five Corners Beverage Co.: Website | Instagram
• Shelby King on LinkedIn
• Orangily
• Kristin Marley Patrick on LinkedIn
• Andee Simpson on LinkedIn
• Generation NA
• Laura Silverman on LinkedIn
• Joe Chura on LinkedIn
• Kenn Miller on LinkedIn
• Total Wine
• Malört
• Orange Bang

Quotable Moments:

• “It was frustrating for me to believe that the world hadn’t uncovered complex and amazing non-alcoholic beverages.”
• “We just felt strongly that we didn’t need to make a drink that everyone would love.”
• “But I do think that we can tell a clear story that, again, like that specificity, people can attach universality to it, but definitely an opportunity for us.”
• “I think people are looking for new things or looking to expand their horizons, not to close down.”
• “And I love lifting them up because to me, like I said, like, no one drinks one thing, and I think we all succeed if we succeed together.”

Action Steps: 

1. Build from a specific point of view: Creating something with real perspective helps your brand stand out and gives people something meaningful to respond to.
2. Design products that invite people to slow down: Thoughtful flavor, texture, aroma, and finish can make a beverage feel more satisfying and memorable.
3. Grow intentionally in your backyard: Focusing on a local market first can help build stronger relationships, better feedback loops, and a more sustainable business.
4. Use storytelling to create a human connection: Sharing the founder’s journey and product inspiration can help retailers, customers, and communities understand why the brand matters.
5. Prioritize sell-through over shelf placement: Getting on shelves is only the beginning; long-term success depends on helping people buy, try, and return to the product.

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