For a while, it seemed that alcoholic seltzers were going to be the legacy of the pandemic. They were everywhere. However, they were merely a precursor to a much bigger shift in drinking, which is changing the industry. I am talking about the nascent nonalcoholic/zero-proof drinks movement that has taken root across America.
Fueled by growing consumer demand for healthier lifestyle products, the alcohol and beverage industry has seen an explosion of interest in nonalcoholic beers, wines, spirits, and other ready-to-drink beverages. It has produced a torrent of innovation akin to the heady days when drinkers first discovered craft beer.
But there is one major roadblock in the development of a mature market for such “healthier alternative beverages.” How do you get them into the hands of consumers? Traditional retailers like liquor stores often relegate them to bottom shelves and dusty corners, while grocery chains struggle to categorize them. Add to the mix America’s patchwork system of state liquor laws, and it’s a mess.
One veteran of the nonalcoholic industry thinks he may have the answer. If he is correct, his company, bardelia, could quickly rise to the forefront of a chaotic marketplace looking for a leader.
As one of the co-founders of Boisson, Barrie Arnold was on the front lines of the emerging nonalcoholic drinks scene. One of the first brick-and-mortar stores dedicated solely to selling nonalcoholic drinks, Boisson took off after opening in New York City in February 2021. It quickly grew into multiple locations with a healthy e-commerce platform.
But Arnold wasn’t happy with the company’s direction and left in February of 2023. It turns out his gut instinct was correct. Boisson filed for bankruptcy in March of 2024 and is slowly attempting to emerge from it.
He and his partner Alexa Parmisano founded bardelia with an eye toward the future. The company aims to create brick-and-mortar locations that transcend the traditional liquor store model that consumers are accustomed to. Instead of shelves and checkout, they plan to offer an immersive environment where consumers can sample products, work with experts to craft their ideal drink profile, and offer places for the community to gather.
“After leaving Boisson, I spent a lot of time brainstorming about what I would do if I hit the reset button and entered back into the nonalcoholic space. I knew that if I got back in, I wanted to do it better this time. To take the lessons I learned, plus the information I gathered talking to consumers and retailers to create something that fully meets the needs of people looking for healthy mindful drinks,” says Arnold. “We envision bardelia offering a whole array of products one day, not just alcohol replacement options. There is a big market out there that we can serve, and the key to success is adding value for the consumers.”
As part of the launch, bardelia quietly debuted its e-commerce platform in January of this year. The idea was to start to develop relationships with consumers slowly as they embarked on a listening campaign to determine what people wanted. Their AI-powered Sam the Sip Advisor, allows consumers to quickly find products that fit their unique needs while giving the company valuable insights.
They have also been in the market. Over the last few months, they have conducted six tasting events across the country to determine consumer interest. Concurrently, they have been meeting with brands to decide which ones align with their vision and which they should carry.
“What we’re trying to build is the infrastructure that isn’t focused just on alcohol replacement but the place that you go to find a drink that matches your mood. It could be cannabis, adaptogens, nootropics, or a whole host of other alternatives that are coming down the line, “ says Parmisano. “We don’t want to be limited to just alcohol replacement; it’s a great base to build something much bigger upon. We are very much at the birth of a new industry that could quickly grow into something huge.”
At the same time, bardelia has been fundraising based on consistent month-over-month growth on their platform. Besides pursuing traditional investors, the brand is raising $1 million on the Republic platform. By allowing individuals to become company owners, bardelia creates a group of fans to help them spread the word and act as brand ambassadors. It is a strategy that resembles one that the craft brewer Brewdog has employed for years.
Plans call for bardelia to open its first physical retail location in New York during the fall of 2024, with plans to expand in 2025. One way they plan to spread is by franchising their concept to help it grow to twenty-five units by 2028. According to Arnold, interest in the idea is high.
“I look at places like Warby Parker or Sephora and think their retail platform can easily adapt to the nonalcoholic space. They have succeeded by creating retail environments where an energetic staff educates and creates an experience for consumers. In our industry, the phrase ‘sips to lips’ matters,” says Arnold. “The N/A space is in its infancy, and we need to create places where people can try products and realize what’s actually out there. Look at Vitamin Water. They are a massive brand, yet they still are out there sampling.”
A recent report from Neilsen said that 34% of Americans are trying to drink less. There is a need for a dedicated nonalcoholic retailer for a growing market. By taking the lessons learned from Boisson and adapting them to the ever-changing marketplace, bardelia might be setting the table to position itself as a leader in a space that desperately needs one. Only time will tell.
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