Brooks Addington: TÖST Is Rewriting Celebration Culture
Celebration does not always need alcohol to feel meaningful. As more people look for ways to raise a glass without compromise, the bigger question becomes: how do you create a beverage that honors the moment instead of imitating what used to be in it?
For Brooks Addington, the answer starts with building something that stands on its own. Drawing on his experience leading a premium alcohol-free beverage brand, Brooks explains that TÖST was never meant to be a “mock” version of anything; it was designed to offer sophistication, mouthfeel, depth, aroma, and a sense of occasion without the use of alcohol. That shift matters because it moves the conversation away from what a drink is missing and toward what it can make possible: more inclusive, intentional, and memorable celebrations.
On this episode of the Firebelly Social Show, Duncan Alney talks with Brooks Addington, CEO of TÖST Beverages, about rewriting celebration culture. They discuss category confusion in non-alcoholic beverages, building TÖST as an occasion-led brand, scaling into thousands of stores, and why cans are opening up new moments. Brooks also shares advice on using AI to support brand experiences.
Here’s a glimpse of what you’ll learn:
- [2:52] Brooks Addington on the chaos and rapid growth in the non-alcoholic space
- [7:53] Why TÖST focuses on elevated, meaningful celebration instead of being a wine substitute
- [10:14] How TÖST is scaling into major retailers while building demand
- [12:53] The nine-year journey behind TÖST’s growth from local sales to national recognition
- [18:52] Where THC, adaptogens, beer, wine, and alcohol-free beverages fit in the evolving non-alcoholic space
- [23:04] How TÖST’s 250 mL cans are opening up new occasions
- [32:18] Brooks shares how leadership, communication, and employee growth shape the culture at TÖST
About Brooks Addington:
Brooks Addington is the CEO of TÖST Beverages, a company renowned for its sophisticated, non-alcoholic sparkling beverages. With over two decades of experience in consumer goods and finance, he has successfully expanded TÖST’s distribution to over 10,000 accounts across all 50 US states and eight countries. Under his leadership, TÖST has partnered with major national retailers such as Whole Foods Market, Sprouts, HEB, and Walmart. Additionally, Brooks serves as a board member and founding partner of the Adult Non-Alcoholic Beverage Association (ANBA), contributing to the growth and development of the non-alcoholic beverage sector.
Resources Mentioned in this episode
- Duncan Alney on LinkedIn
- Firebelly Marketing
- Brooks Addington on LinkedIn
- TÖST
- “Brooks Addington On How TÖST Is Adding Meaning To The World” on the Firebelly Social Show
- Laura Silverman on LinkedIn
- Jay Williams on LinkedIn
- Ben Branson on LinkedIn
- Mission in a Bottle: The Honest Guide to Doing Business Differently–and Succeeding by Seth Goldman and Barry Nalebuff
Quotable Moments:
- “Let’s create something that’s uniquely special, that has the attributes of alcohol but doesn’t have any alcohol in it.”
- “We didn’t want to have the letdown of, you know, I really wanted this, and I’m compromising.”
- “But they just want something that it’s about the occasion, not the flavor profile.”
- “Everyone in our company is a shareholder. We, everyone, has options.”
- “When you leave this company, if it’s two years or three years or five years or ten years or whatever it may be, we want you to leave in a stronger position than you came in.”
Action Steps:
- Define what your product is, not just what it is not: Clear category positioning helps customers, retailers, and partners understand where your brand fits and why it matters.
- Build for the occasion, not only the flavor profile: Designing around real moments of use makes your product more meaningful, memorable, and easier for consumers to adopt.
- Make trial part of your growth strategy: Getting people to experience the product in restaurants, hotels, and celebrations can create familiarity that translates into stronger retail demand.
- Stay patient through long-term brand building: Sustainable growth rarely happens overnight, so consistent execution and belief in the mission are essential for lasting momentum.
- Invest in your team’s growth: Helping employees leave stronger than they arrived builds trust, strengthens culture, and supports the company’s collective success.
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