Business of Drinks 27: Building Target’s Non-Alcoholic Drinks Collection with Emily Heintz of Sèchey - Business of Drinks
In this episode, we talk about one woman’s quest to bring non-alcoholic adult beverages to the masses. Our guest is Emily Heintz, founder of Sèchey. Sèchey is a retailer focused on alcohol-free and functional drinks — and also low dose THC products – that launched in 2021. Sèchey has a bricks-and-mortar shop in Charleston, South Carolina, an ecommerce platform that ships nationwide, and a curated collection of products within Target stores nationwide.
Emily has a fascinating story. After the retail veteran launched Sèchey, she found fundraising efforts to be challenging. Sadly, that’s all too familiar a scenario for female founders: According to Pitchbook data, in 2023, women-founded startups received 2% or less of venture capital (VC) funding in the United States and Europe. This number has remained unchanged for over a decade.
But Emily didn’t throw up her hands and quit. Instead, she found an innovative way to build her retail brand nationally by partnering with the mass retailer Target. Sèchey now has a curated collection of its products nationwide, in some 2,000 Target stores. The brands carried there include Surely, Starla, and De Soi wines, non alcoholic cocktails from Ghia, Edna’s, and Mingle, and functional beverages from Kin Euphorics among others, along with Sèchey’s own branded line of dealcoholized wines. If you’re interested in what’s happening in the non-alcoholic beverage space, you won’t want to miss this episode.
We cover a lot of ground. A few of the key takeaways:
How Sèchey landed a curated product collection within Target stores nationwide
What Boisson’s closure means for the emerging non-alcohol product landscape
Understanding the regulatory challenges faced by non-alcoholic brands
How retail pop-ups helped Sèchey build brand awareness
Why product tastings are so crucial for driving bottle sales
The shifting distribution landscape for non-alcoholic and THC beverages
Why Sèchey is modeling itself after Sephora
Customer data — who’s buying non-alcoholic and functional beverages
How Sèchey developed its own in-house brand of dealcoholized wines
What e-commerce looks like in the non-alc beverage space
How to pitch Sèchey if you’re a non-alc or THC brand
Stay tuned for our next episode dropping on May 15.
About Erica Duecy, host:
Erica Duecy is founder of Business of Drinks, and one of the drinks industry’s most accomplished digital and content strategists. She has built publishing and marketing programs for Drizly, VinePair, SevenFifty, and other hospitality and drinks tech companies. She also has led digital editorial teams at Architectural Digest and Saveur magazines. Her content, podcast, and video programs have won more than 40 digital and editorial awards. She is a WSET Advanced-certified wine and spirits communicator, and author of the cocktail book Storied Sips (Random House), about the real-life stories behind the world’s most famous cocktails.
To learn more about Erica Duecy:
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https://twitter.com/ericaduecy
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