Many people seeking alcohol-free options at social gatherings often find themselves left out, relegated to drinking basic sodas or sparkling waters that lack the sophistication and sense of occasion offered by traditional alcoholic beverages. This exclusion can make celebrations feel incomplete for non-drinkers. How can beverage makers create products that foster inclusivity without sacrificing the celebratory experience?

Brooks Addington, a seasoned leader in building premium beverage brands, shares how he and his team recognized this gap and developed sophisticated, non-alcoholic sparkling drinks to elevate social occasions. He stresses that creating these products requires patience, as evidenced by their meticulous multiyear development process and over 75 product iterations. Brooks also highlights the significance of making these drinks accessible through thoughtful pricing and packaging, ensuring everyone can participate in the celebration.

On this episode of the Firebelly Social Show, Duncan Alney talks with Brooks Addington, CEO of TÖST Beverages, about building inclusive, alcohol-free celebrations. Brooks discusses how meaningful occasions can be elevated without alcohol, shares insights into product development and market trends, and explores the role of pricing in accessibility. He also talks about product launches, cultural shifts in drinking habits, and the importance of community connection.

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

• [2:22] Brooks Addington discusses how TÖST identified a white space in the beverage industry
• [5:21] Early resistance to non-alcoholic beverages and the shift in social norms 
• [7:13] How TÖST has become a staple for meaningful and inclusive celebrations
• [9:11] Brooks introduces TÖST’s new Sangria flavor and its immediate market success
• [12:26] The importance of creating crisp, non-sweet beverages that pair well with food 
• [16:32] How TÖST prioritizes inclusivity and offers accessible pricing for a broad consumer base
• [20:08] Brooks highlights TÖST’s role in family gatherings and multigenerational celebrations
• [28:21] Trends in the non-alcoholic and functional beverage markets

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
• “[Expo West Series] Top Mission-Driven Brands Making Waves” on Firebelly Social Show

Quotable Moments:

• “We wanted to create something that people felt as welcome at a party as they would.”
• “Inclusiveness starts with the simple concept of what it means, which is that everyone gets to enjoy.”
• “We wanted to be this positive energy. It’s a TÖST, and it emulates positivity and celebration.”
• “How do you build something that’s lasting? You start by making a great-tasting product first.”
• “There’s no free lunch. There’s going to be a little bit of sugar in there.”

Action Steps: 

1. Prioritize inclusivity in product development: Designing beverages that everyone can enjoy, regardless of age or lifestyle, fosters social connection and broadens market reach.
2. Focus on creating products with depth and complexity: Crafting beverages with nuanced flavors and balanced profiles elevates the drinking experience and encourages customer loyalty.
3. Invest in thoughtful pricing strategies: Keeping products accessible without compromising quality allows brands to attract a broader customer base and support inclusivity.
4. Align packaging with consumer occasions: Offering diverse formats like single-serve cans and bottles ensures the product fits various social settings and consumer preferences.
5. Stay committed to authenticity over trends: Building products without chasing every market trend helps sustain long-term success and strengthens consumer trust.