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Wine Not
UCLA's Next Big Startup
Curtis Chou
March 28, 2024
As much as I would like to drink wine to improve my social status and get people to like me, there are times when I don’t want to drink alcohol 🙃
Which is why this week I’m excited to share a new CPG company making a sophisticated alternative drink 🍷 for moments like these. The founder Ashley Johnson is one of the most gleeful people I’ve met in the entrepreneurial space and I’m excited to share her company with you all today.
-Curtis
One Liner:
Wine Not is a non-alcoholic sparkling beverage for those who choose not to drink (alcohol) and still indulge in social and celebratory moments.
The Dilemma:
Wine Not was designed for people who, for whatever reason, just don’t want to drink alcohol today 😃
But when they find themselves in social and celebratory moments, they oftentimes feel excluded from that experience because they're left with options like sparkling water or ginger ale.
The Innovative Solution:
A sophisticated non-alcoholic beverage that can sit in social spaces and make people feel included in that experience in its whole.
Traction + Fundraising:
Raised $100k+ of non-dilutive Pre-Seed funding through accelerators, pitch competitions, etc.
ACT Accelerator Cohort 4.
Venture Accelerator at UCLA Anderson 2023 Cohort.
Wine Not’s Story
Around six or seven years ago, Founder Ashley Johnson gave up drinking alcohol. She was a DJ and worked at JP Morgan, living a dual hectic life which eventually led burnout.
Burnt out, Ashley wanted to make a healthier shift giving up alcohol and meat for about 2 months, realizing she didn’t need the two.
But how do you have fun without alcohol??? 😭
Bombarded with that question, she knew wanted to build some type of community with people who always get asked that. Inspired by the entrepreneurial environment at UCLA Anderson, Ashley identified a need for a non-alcoholic drink that combined taste and sophistication.
And then boom! Ashley raised a non-dilutive $100K+ for Wine Not igniting her entrepreneurial journey.
“I'm trying to shift this narrative around what it means to be sober or not drink alcohol … I think that's so empowering. But also what I love most is that I get to just create.”
Market Evaluation
I was going to try to explain the market but this guy does it so much better 😅 ….so plugging the video but here’s some notable points:
“At-home revenue in the Non-Alcoholic Drinks market amounts to US$202.5B in 2024.” (Source)
The goal is not to convert people to non-alcoholic drinks but instead to provide an alternative for those may not feel like drinking or don’t drink.
Differentiation
One of my favorite water brands is Liquid Death. I could not believe they only sold water when I first saw their can at a concert. Absolutely bamboozled. The power of branding on full display.
Similar to Liquid Death, Wine Not differentiates themselves with strong branding.
They don’t just make a non-alcoholic drink to check off the box, they make a drink people feel seen and represented in. They make a drink that people will feel proud and excited to hold, whether you drink alcohol or not.
Wine Not is a drink that tells a story. A story so good that people wanted to give $100k+ in non-dilutive funding to 🤑
Wine Not also bridges the gap between a “functional“ drink and a drink that imitates alcohol incorporating adaptogens like ashwagandha while also focusing on a tasteful flavor.
