Society De La Rassi

0:00Welcome to the Emerging Brands podcast. Sharing the stories behind brands you'll want to shop next. I'm your host, Kelly Bennett. I am a New York City-based brand strategist for CPG Food and Beverage Brands. In each episode, I'll take you behind the scenes of founders that are building better-for-you products and bringing them to market. it.

0:22Wesley Davis:Also, I talk to brand builders, retailers, industry experts, and tastemakers who help bring those cool products to your shopping cart. You will hear stories of real-life founders, their launch strategies, and practical advice you could use to grow your own brand or simply discover what's next on shelf. And the best part is you could shop all the brands featured on the show. This podcast is brought to you by Hummingbirds. Hummingbirds is the go-to platform built for creator-powered retail activations. They're connecting everyday creators with CPG brands to generate shelf-level awareness, drive in-store momentum, and generate authentic content in markets that matter the most.

1:09Go to hummingbirds.com for all the details and let them know I sent you. Now, let's dive into the new episode.

1:19Wesley Davis:Hi, everyone. Welcome back to a new episode of Emerging Brands Podcast with Kelly Bennett. Today, we're going to dive into the non-alk category. This is a space that I've personally have been exploring. I love adding in non-alk beverages into the rotation, especially weeknights. And I love seeing how so many more brands are coming to market. but the brands that are really standing out too, that are doing something different and have their own take. So Wesley Davis, she is a co-founder and CMO of Society de la Rossi. And I'm so excited to talk with you today, Wesley. Yes. Thank you so much for having us.

2:03Wesley Davis:You're so welcome. Yeah, I'm so excited too. And the non-alc space has obviously been getting a lot of buzz, especially these last few months. So as we head into the holidays, it's a great time, especially to think about how can I mix and match and survive the holiday season? Absolutely. Have stuff in the rotation. You are, you know, still, but want to have a little something off night. Or, you know, if you're not drinking at all, how to feel still like you're able to participate and celebrate and especially dry January. So this is perfect timing. We booked this a week ago, but this is well timed.

2:42So I first want to hear, Wesley, what was for you the space and the opportunity that you saw in the category that really caught your attention that sparked the idea behind the brand?

2:55Wesley Davis:Yeah, definitely. So our team, our background, My background is actually in fashion and my co-founder's background is in the luxury event space. So in that realm of the world, we saw a gap for a really premium non-alcoholic that could sit in those really celebratory curated moments. You know, you have a bottle of Vouv, which is always on every table or a bottle of Dom. And we started working on this about two years ago. And at the time, there weren't a lot of elevated, especially non-alcohol sparkling wine brands. And so we sort of started exploring what does a luxury non-alcoholic look like? And it was really born from this desire for creativity and connection because we all want to be seen and included and valued.

3:49Wesley Davis:and wine especially bubbles is a big part of that in our culture and in how we celebrate and so we really started exploring that space and what is the ritual of coming together look like and so we worked on this idea of a non-alcoholic wine for these new age soirees and noteworthy characters and you know how can you still show up and be bold and feel really amazing in these settings. And we talked about, you know, I'm more of like the wellness person. I love a good glass of wine, but I love a non-alc. And then my co-founder is sober. So we got to think about like, what is, what are these like hallmarks of a night out and what makes that fun?

4:34Wesley Davis:And it's that idea of like the unexpected, or there's these chance encounters and meet these, you know, strangers turned friends. And so how do we really bring that energy and that feeling into a non-alcoholic brand. And it's about, you know, opening doors and meeting new people and feeling seen. And so that was kind of where, long story long, that was where we realized there was a gap in, you know, brands leading with storytelling and with being a part of something rather than being so heavily focused on maybe what you're removing. and I think that's a unique differentiator because a lot of the non-alk brands are really focusing on alcohol but you're saying is that it's it's obviously clear that it's non-alk once you read the label but really thinking about what would be a really beautiful bottle to add to this table to have those types of feelings and curations of events.

5:38Wesley Davis:Yes. Yeah. We always try to come back to like, we want to showcase that we're a luxury brand first and non-alc second, because if all we're leaning on is non-alc, that doesn't really say much about us. And so it's that experience that we're creating. And it's not really about if there's alcohol in your glass or not. It's about how you feel and what it looks like on the table. And of course, how it tastes is super important. Right. And, you know, what's in the bottle needs to match the expectations of what the outside of the bottle looks like and what you're looking for. But yeah, we were really thinking about like the luxury fashion space and, you know, classic champagne houses and the art and heritage and craftsmanship of winemaking and how do we bring that into the present day in a society that's changing and our needs are changing but more than ever we still want to be connected um and we're all seeking that absolutely so I have to ask going from fashion to CPG two totally different worlds but also though very consumer centric right yeah what was this like what was the background of making that switch?

6:57Like what really made you want to take this leap?

7:00Wesley Davis:Yes. It's always one of those where you look back and you're like, oh, it makes sense. But in the moment, everything feels super random. But yeah, I had studied marketing. So like my background was really in marketing events, especially the digital space with social media, e-commerce um and so I had been working in fashion for a few years but prior to that um yeah trying to think the best way to tell the story um I left my job in fashion I feel like this is how every founder story starts I left this really stable job and I wasn't sure what to do next and so I had also worked in community development um and so after I left fashion I went back into community development.

7:45Wesley Davis:I was working in Greece and Turkey with people seeking asylum. And so it was really like my background there is grassroots, bottom up, really participatory development. And so I've always had these two things that I'm really passionate about. Like, I love the creativity of fashion and marketing and, you know, everything that brings, but also this human connection and this tie to something more, I think is really important. And I've always struggled with how do I bring that together in this world and in a place where, you know, you still need that balance in life. And so when I met my co-founder, we were actually, I, we were in a club in Cabo of all places.

8:32Wesley Davis:And then we briefly met and we were on the same flight the next day back to LA and I was editing TikToks and videos on my phone and we got to talking. And yeah, we kind of realized that there was this gap in this space that we were both interested in. And we just went for it. It was one of those where, I don't know, you couldn't say one thing really pushed it. But for me, I was - That's really cool. That totally goes with your brand story too of like a chance encounter and meeting someone who becomes a friend and like sitting next to each other on an airplane and then becomes a co-founder of a brand okay yeah it's kind of like yeah it's what it's all about and we always laugh about it because it is like yeah it's almost as if the brand story started writing itself and right characters in it um and so yeah that's kind of like where that came from.

9:30Wesley Davis:And at the time as well, I was like navigating a lot with like my own journey with health. And so I have endometriosis, which I'm sure a lot of people know what it is, but it's a chronic inflammatory disease. And so I was navigating, how do I, you know, treat myself in the best way to show up as my best self and to feel good. And one of the easiest things to remove for me that causes inflammation was alcohol. So it's looking for these alternatives where I still want to go to a party. I still want to toast with my friends at their wedding, but I want to feel good. And I, you know, I don't want something super sugary because that also causes inflammation.

10:11Wesley Davis:And so, yeah, exploring, you know, my own health journey in the background with, you know, this fun idea of creating something that people can feel a part of. and I think different people come to the non-alc space for different reasons but everyone has a really personal reason. It does feel that way I would say in most categories there's some personal reason because food and beverage or personal care there is that inherent aligning of what you want alignment but this category in particular I feel like gets even a little bit deeper from just the stories that I hear from founders, which makes sense.

10:53And so what was some of the things that you were doing in the beginning to even craft the product? Because that's always a challenge too, of doing something that hasn't come to market yet. I totally get the sparkling aspect too, and making it feel more elevated. What did that look like going, were you cold emailing wine producers? Were you like, what did that look like?

11:22Wesley Davis:Again, it's all these like chance encounters, like just to continue to build off of the link that you've already pointed out was we found someone in Spain that we wanted to work with. And so we were like, okay, we'll start with the Spanish wine then. And from there, we started working with a branding agency. So we were developing the product at the same time as the branding. And for us, that was really fun because it built off of each other of like what's the story of this vineyard and of this winemaker and then what's the story we're trying to tell um and you know selecting what bottle does it go in what is the brand color and really drawing from you know Hermes and um luxury fashion houses and how do we pull that in to create this old world Mediterranean kind of nostalgic feel while also being in the present day and creating this idea of a really inclusive, welcoming, come as you are society, you know, the quirkier, the better.

12:24Wesley Davis:And I don't know if anyone's Taylor Swift fan, but I am. And so I spent a lot of time listening to her Folklore album while we were working on the branding because I loved all the storytelling in it. And I think that's where we saw a big gap as well is not just leaning on we're non-alc so you should drink us it's like here's the story behind it and here's this brand world we're building out and like as a startup of course you don't have all the budget in the world to do every idea that you think of yes but it's like how do we lay the groundwork now for that so that as we continue to grow we can keep building out this brand world that goes beyond you know we like to say it's not just a beverage it's an invitation so like step into the society, step into this, you know, world where we can reimagine things.

13:15Wesley Davis:And, you know, it doesn't matter the alcohol content of what's in the glass. What matters is the people in the room and how we're celebrating and coming together. I love that. And I totally get that sense, even from the name of your brand and just your branding, the visual identity. I totally get that feeling. What was the strategy that you started with? Because you have a really important part and something that I think about all the time with my clients, because I'm a brand strategist for pre-launched CPG food and beverage brands. Where can we start? But where can we build into how do we grow into something bigger, but also being mindful of being a startup or bootstrapping, whatever the case is.

14:05And that's why I love this podcast too, because these are the genuine stories of how brands start, right? And so I would love to hear what were those early groundworks? I mean, you're still early on, which is incredible, done a lot so far, but what are some of the things that you're doing to lay that foundation?

14:26Wesley Davis:Yeah, no, I think it's so important. And I think it's so easy in the age of social media to get so caught up on these huge campaigns and everything that goes into it. And you feel sometimes overwhelmed, I think. And so for us, we really focused on like, what do we know? And how do we leverage that? Like my background is in e-commerce marketing and fashion. So direct to consumer made sense. You know, I'd worked with Shopify, I've worked with Cliveo. I've worked with Meta Ads. And so that's something we can control that as a small business. And we can really build that out the way we want it to be and to create that brand identity and that groundwork.

15:11Wesley Davis:And so for us, it was all about, yeah, starting with e-commerce, building these really genuine relationships with consumers. We didn't expect to have a thousand and orders day one, but how do we find those amazing advocates? Wait, we have to pause. No, no, we didn't. We didn't. Oh, I was like, no, but that wasn't the, you know, you, you have to be so realistic with it. And I think that's where it gets overwhelming sometimes is you build quietly and then suddenly people notice, but you've been laying the groundwork, you know, for months. And so we really, really focus on that direct to consumer and how do we own that narrative and that relationship.

15:54Wesley Davis:And then on the flip side, our other area of expertise is luxury events, because we had a lot of experience in that space. so it was how do we create these moments and get liquid to lips like that's what it was all about for us right because the non-alc category is so new and then we're a new brand so how do we get people to engage with it and have that moment where they're like I get it I understand I understand the value of this product I love how it makes me feel and so we hosted a lot of like intimate dinner parties with friends of friends and then we use that as our content because we couldn't have afforded, you know, at the time to hire models and do this and do that.

16:35Wesley Davis:So I think that actually really helped because it was these authentic moments between friends and friends of friends coming together. And that was all our initial marketing really was, was we had a film camera and we were having fun. I love that. I personally love, especially now bringing small groups of people together, having them experience a product, capturing that, using that for content. To me, that speaks so much more to where we are right now and what people genuinely want. So I love that you launched that way. Yeah. And I think it feels authentic and because it is authentic and I don't know, there's so much noise in the world.

17:22Wesley Davis:So I think we're all looking for authenticity and connection and it's like even shooting all of our stuff on film it's like that old world analog like it feels tangible and we live in a world where you don't get to feel that so often so that was kind of our initial strategy and then today is actually it's one year since we launched today so it's funny again today yeah our website went live a year ago today um so it's incredible okay that was cool timing I know I know so it's been really fun because I'm in this reflective period of like right you know what have we accomplished in the last year and how have we grown and shifted and so you know direct to consumer has been great for us but we truly designed our bottles to be on restaurant menus to be in hotels to be in places where our customers already are.

18:20Wesley Davis:So now we're starting like phase two of our journey, I suppose, with really starting to get on menus at cool restaurants and focusing on that. But without having first built that relationship with our core customers, it would have been really challenging to do that. You bring up a really important part of the story of when you are launching something new, having those early adopters who are willing to take a chance on you and who will help advocate for you and spread the word. I have a logistics question for you. I was just in a meeting talking about bottles. Oh my God. Going direct to consumer early on.

19:03How did you navigate that? Because you have beautiful bottles, but they're heavy and they're, you know, how did you work on that?

19:12Wesley Davis:just yes in general logistics has somehow become my actual full-time job I feel like as it always does it's always you know you do the fun marketing stuff and then there's all the things behind it um but I think one thing that's really important and I feel so lucky that I had been working in fashion and e-commerce during COVID so I had navigated a lot of logistics because we were producing in China and Bali um and the company I worked for was between Australia in the US. So I had a lot of logistics happening then. Obviously, clothing is a little bit different. But with the bottles, it was like, okay, how do we protect them?

19:51Wesley Davis:How do we make the experience still be elevated when someone opens it? And really, you have to build it into your margins. Like at the end of the day, shipping and logistics is such a huge cost, especially if you have something heavier, fragile. And so I feel really lucky that all along we knew as you know, because it's easy to be like, oh, it'll all we paid for is the liquid and the bottles and the branding. And now we can just, you know, you can't get anywhere. And right. And I think that's a big part of why for a year two, we're still continuing to build on top of our direct to consumer, because there's so much value in that.

20:33Wesley Davis:But between the cost to, you know, through meta ads, acquire a new consumer, the cost to ship, like even though your margins seem big there on paper, slowly, slowly, it isn't the most profitable way to scale. And it's not all about profit at all. It's about finding that balance and what works for you and your customers. But that's where starting to lean into getting a few bigger accounts who are ordering, you know, a palette. And that helps us because that's a lot easier. You wouldn't think it, but a palette is a lot easier to move than individual bottles. That makes total sense. And I'm so glad and thank you for sharing that.

21:14These are the conversations that so many founders are having with themselves, or maybe one or two other people that they're working with to bring this brand to life and it could be so hard to make those decisions early on and you being one year in literally to the day going live I love that and sharing that it really will help someone so I appreciate you for for bringing us behind the scenes yeah and I think one thing that I

21:46Wesley Davis:tried to think about a lot like going back to the early days is when you don't have a lot of customers yet, you think, oh, it doesn't matter. Like, it's just a few people. Like, it's okay if the margin is nothing, for example. But you have to continue to know, like, and believe, one day I'm going to have 100 ,000 customers. And I need this to make sense, you know, for our brand now and as we grow. And I think sometimes you, in the short term, you might have to pass on an opportunity, knowing that the right thing is going to come later and you have to like hold on to that integrity of your brand and what your long-term goals are and it's so hard in the short term sometimes to oh that's a great piece of advice yeah because you just have to act I don't know like that like every day I think a lot of people have a practice like you wake up and you're like okay I'm gonna write my affirmations and my goals and everything and I realized like I'm doing that for myself, but I should also be doing it for the company.

22:50Wesley Davis:So yeah, instead of like, you know, I am this, I am that I write Society de la Rossi is, you know, and I write these affirmations of like, what do I want this company to be like, you know, because it's its own person now, it's its own personality, it's not me. And I think it helps me understand, you know, how do I support the company and the team long-term rather than what do I need today right now that like instant gratification? Ooh, I like that piece of advice. I haven't had someone share that. That's a really good tangible thing that can help them channel all their ideas. Right. Cause that's, I think the biggest, biggest thing, right?

23:37there's so many ideas especially early on what do you focus on what do you listen to what's the biggest priority so starting to create that healthy boundary between you and your brand but also giving it its own space I love that that's a good tip yeah it's fun and like at the

23:58Wesley Davis:beginning you're experimenting because your brand is still it's like a teenager that's how I felt is like there's going to be some things your brand does where you're like oh I wouldn't have done that and like you're the one making those decisions but you have to create that separation of like if sometimes like the best advice someone gave me is you're not going to make the perfect decision every time because I think in the early days you think everything is make or break and it's like it's actually about the consistency like you wake up you do your best you have fun hopefully along the way and you learn from it and it's like the wins and the lessons are both the building blocks that get you where you're going so I think for me I'm a perfectionist so removing some of that pressure and creating the brand's own persona helped me separate my own projections onto that's a really good point because most of us are type a perfectionists who become entrepreneurs and become founders.

24:59So that's a really good one too, of being somewhere and doing those small things that you can consistently have in your practice if you're just day-to-day life to help you. Because it is a long-term. Your day one is the first day of hopefully a really long road. So how can you prep yourself for that? Yeah.

25:25Wesley Davis:Yeah. I think so. Yeah, it's good. It's fun. And like, we're all in it together. I think that's what's been the most fun is like connecting with other brands, whether it's in the non-alc space or CPG or fashion, like we're all experiencing very similar things and we're all, you know, rising tide raises all ships. So I'm like a complete open book to anyone because I'm so thankful to the people who were like that to me. And I also know we're only year one in, there's so much to figure out there's so much growth to still happen um but I don't know it's fun to just figure it out with people because I think being a founder can feel isolating because not everyone a lot and I I've personally have felt that over the years I would love to hear one last question I know I have to go but what is the big vision of the brand like what would be cool thing that happens or just how you see it in the world maybe five, 10 years from now?

26:28Wesley Davis:Yeah. I think that we obviously started at with non-alcoholic products, but our vision has always been like, we don't want to limit ourselves. So, you know, what are future experiences or future products that sit in this idea of a luxury fashion house or an old school champagne house. And yeah, I just think a lot more experiential stuff is in the pipeline. Whether, you know, we joke about it, we're like, whether it's, you know, Society de la Rosa Villa, that is a beautiful hotel experience. Like, there's no need to be so obviously, right now, we are so focused on what we're doing. But as you grow, you know, so much can come up and so much opportunity and I think our vision really is to be a lifestyle brand and I know that's a lot of people's vision right now because we're all thinking that like we all want this you know experience and this there's just this nostalgia to it I think uh when brands were more than just transactional um yes and so for us I think it's building out that brand world and like in my mind I can picture like an envelope that, you know, is an invitation to something and it opens up and there's just this whole world inside the envelope beyond the beverage.

27:51Wesley Davis:And that's kind of coming way back to what we've always said is, you know, this isn't just a beverage. This is an invitation. And I think. Without being cheesy, there's a lot of like empowerment in it, like you get to step into the world in the way that you want to. And you get to really engage with people, you know, on a level. If you're choosing not to drink, it's a really authentic interaction because you're really, you know, showing up as yourself and connecting with other people who are in that space. And you're allowing yourself to really be you, which I think is really cool. So, yeah, the brand vision is much bigger than.