Business of Drinks 54: Scaling a Non-Alcoholic RTD Brand with Mocktail Club’s Pauline Idogho - Business of Drinks
The non-alcoholic cocktail space is booming, and Mocktail Club is one of the brands leading the charge. Founded by Pauline Idogho, Mocktail Club is redefining the way people experience sophisticated, alcohol-free drinks. Since launching in 2019, the brand has expanded into 1,300 retail locations, including Whole Foods, Sprouts, Kings, and Target, and is on track to produce 2 million cans this year.
Pauline didn’t come from the drinks world — her background is in investment banking and private equity, where she closed some $10 billion in transactions before pivoting to entrepreneurship. That financial acumen has fueled Mocktail Club’s smart growth strategy, taking the brand from small-batch startup to a nationally recognized player in the rapidly expanding non-alcoholic beverage market.
In this episode, Pauline shares:
How a closing dinner while pregnant sparked the idea for Mocktail Club — and why she knew the market was underserved.
Why she chose globally inspired flavors with ingredients like shrub bases, teas, and spices instead of mimicking classic cocktails.
Her strategy for breaking into Whole Foods, scaling her retail footprint, and now moving into alcohol distribution channels.
How she built Mocktail Club as a mission-driven brand, donating 1% of sales to Water for People and committing to sustainability.
What it takes to fundraise successfully in the drinks industry, including how she secured investment from the incubator Pronghorn.
Why the non-alc consumer is a cross-category buyer, and how retailers are finally recognizing this growing segment.
Last Call:
Every month, another celebrity launches a non-alc brand. But does it really work? In Last Call, we break down a Punch article by Hannah Walhout that asks: Are you even famous if you don’t have a non-alc drink line?
We debate:- Wellness or virtue signaling? – Are celebrities jumping into non-alc for health reasons—or just to boost their luxury image?- Social media marketing – A photo of Bella Hadid in Target holding Kin Euphorics works…but does it build long-term brand loyalty?- Authenticity vs. cash grab – Some celebs have stakes in both alcoholic and non-alcoholic brands. Does that send mixed messages?
Don’t miss our next episode, dropping on March 12.
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Business of Drinks:
Erica Duecy, co-host:Erica Duecy is founder and co-host of Business of Drinks and one of the drinks industry’s most accomplished digital and content strategists. She runs the consultancy and advisory arm of Business of Drinks and has built publishing and marketing programs for Drizly, VinePair, SevenFifty, and other hospitality and drinks tech companies.
Scott Rosenbaum, co-host:Scott Rosenbaum is co-host of Business of Drinks and a veteran strategist and analyst with deep experience building drinks portfolios. He currently serves as North America Search Manager at Distill Ventures. He was formerly the Vice President of T. Edward Wines & Spirits, a New York-based importer and distributor.
Caroline Lamb, contributor:Caroline is a producer and on-air contributor at Business of Drinks and a key account sales and marketing specialist at AHD Vintners, a Michigan-based importer and distributor.
SPONSOR: SWIG Partners is exclusively offering $100 off their supplier-distributor matchmaking fee when you mention the Business of Drinks podcast, or inquire via this link: https://www.swigpartners.com/businessofdrinks
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