Little else compares to the satisfaction of sitting back with your favorite glass of wine at the end of a long day or enjoying a round of cocktails with friends at a party. So that no one ever has to give up these simple pleasures in life, De Soi launched a line of non-alcoholic beverages that aims to provide what consumers typically look for in an alcoholic drink. The brand announced a fresh round of seed funding that will be used to bring its products to connoisseurs across the nation.
De Soi develops aperitifs, or botanical beverages meant to be enjoyed before a meal. The brand was co-founded by singer-songwriter Katy Perry and distiller and botany enthusiast Morgan McLachlan. The pair met in 2020 and bonded over a shared desire to unwind without alcohol while going through pregnancy. The resulting solution has just secured $4 million in a seed round led by Willow Growth.
Aiming to offer all the fun and sophistication of a drink without the alcohol, De Soi came up with three products that use natural adaptogens such as reishi mushroom and ashwagandha to replicate a stress-soothing effect. Its current offerings, Golden Hour, Purple Lune and Champignon Dreams, feature flavor profiles of citrus, blackberry and vanilla and strawberry and grapefruit.
“We produce De Soi in a very similar manner to how many aperitifs are traditionally produced, which is primarily through a process called maceration,” McLachlan told Built in via email. “Since we wanted to use all natural ingredients and couldn’t use alcohol to extract flavors, we had to make a number of custom botanical extractions that were macerated in water as opposed to alcohol. We then carefully blend these botanical extracts with the adaptogens and other flavor ingredients, like juices, vinegars, etc., before filling the bottles, lightly carbonating and pasteurizing.”
The drinks have been gaining traction within the $820 billion non-alcoholic beverage market. Made with healthier ingredients, lower calories and no refined sugar, De Soi strives to be a better-for-you option than alcoholic beverages. As more people make health-conscious decisions, the non-alcoholic drink market has seen plenty of recent innovation.
“I’m excited to see so many new entrants to the space,” McLachlan said. “With alcohol, there are endless choices, but for a long time, non-alcoholic options were relegated to sparkling water, maybe a zero-proof beer. Now customers who want to sip on something without booze have the freedom to choose and experiment.”
Having kicked up a fanbase of celebrity consumers including Kris Jenner and Amy Schumer, De Soi is now poised to grow its reach beyond Tinseltown. Available online and in California stores like Foxtrot, Boisson and Total Wine, the brand plans to invest the new capital in bringing De Soi to shelves nationwide starting with California, Illinois, Texas, New York and Washington.
“Most of our customers are regular drinkers who are looking for a more mindful swap during the week,” McLachlan said. “I hope in the long run that De Soi becomes as regular a part of their day-to-day lives as a glass of wine or an evening cocktail.”
As it grows, De Soi is building out its 11-person team and hiring for sales positions.
