Dry January: The Business – video

In the third episode of this three-part video series for Food & Beverage Insider, several founders of some of the most notable alcohol-free adult beverage brands discuss the business aspects of their products.

Audarshia Townsend, Content Director, Food & Beverage Insider

January 31, 2023

In the third episode of this three-part video series for Food & Beverage Insider, we chatted with the founders behind several well-known, spirit-free beverage brands about the impact of Dry January on the industry. Here, they specifically discuss the business behind their products.

"The consumer is driving this, and the rest of us are trying to play catchup," said Brooks Addington, CEO of Tost. "Us, as far as developing products that they want; and retailers for bringing those on and understanding the value of the category."

He is joined in this video by Zane Kareem Adams of Buchi Kombucha; Kerr Nicholl of Spirits of Virtue; and Shelley Elkovich of For Bitter For Worse. Here's where you may view episodes one and two of the series.


About the Author(s)

Audarshia Townsend

Content Director, Food & Beverage Insider, Informa Markets

A lifelong Chicagoan, Audarshia Townsend is an award-winning, veteran food and beverage journalist who serves as the content director for the Food & Beverage Insider brand. She is Informa Markets' 2024 "Star Storyteller" winner. Her experience as a visionary editor and writer spans 30 years, with an emphasis in print and digital magazines. Audarshia's professional passion is to champion and amplify underserved business communities. Some of her most recent content includes her review of 2023's F&B trends, the future of food science careers, an interview with culinary star Padma Lakshmi, and Pescavore's sustainable ahi tuna jerky strips. She also appears regularly on local and national media outlets to discuss food and beverage trends, most notably FOX-32 Chicago, WGN-TV, WXRT-FM, NPR-Chicago and the Travel Channel. She is often called on to serve as a judge for prestigious food, beverage and restaurant awards, including the James Beard Foundation, NEXTY Awards and Black Women in Food. She continues to write for Chicago magazine, and previously she has written for the likes of the Chicago Tribune, Eater Chicago, Esquire, Essence, Los Angeles Times, Playboy, Time Out Global and World’s Best Bars. With food and beverage being her longtime, chosen beat in media, she has created content for a number of prestigious brands such as AOL, Google, Lawry’s Seasoned Salt, Lexus, MasterCard, Markon Cooperative Inc., Miller Brewing Co., Resy and Simplot Foods.

To date, Audarshia has guest lectured at the following higher-education institutions: Columbia College Chicago and Loyola University Chicago for undergraduate journalism students; Northwestern University for graduate journalism students; and Illinois Institute of Technology (IIT) for undergraduate, graduate and PhD food science students. She also mentors aspiring young writers and journalists whenever she can. Email her at [email protected] and also connect with her on LinkedIn.

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