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How a lady wins the canned wine market

The founder and managing director of a mission-driven vino company shows how she literally creates "buzz".

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7, 2021

4 min read

The opinions expressed by the entrepreneur's contributors are their own.

The canned wine industry piqued my interest back in 2018 when I first heard of the product's growing popularity.

Cans are for soda, not vino! What could possibly go right? After hearing about numerous brands since then, I realized that they are all the same and do no good – until I discovered Bev and met CEO Alix Peabody.

After experiencing life-changing reproductive health issues at the age of 24, Alix began throwing pool parties with tickets to pay for her medical bills. Their gatherings became known for their inclusiveness, positivity, and feminine energy. As a result, Bev was born: the first beverage brand for women with the aim of doing it differently, doing it better and #BreakTheGlass.

Significantly, a recent study commissioned by Groupon, which aimed to understand the barriers faced by women entrepreneurs, found that more than half of women entrepreneurs surveyed claimed that men had an easier time starting their businesses while women were of a much higher standard than that their male colleagues.

The benefit to Alix is ​​another survey conducted on behalf of the Idaho Wine Commission. 68% of those questioned admitted that they could never remember the names of the wines they liked. Now is the perfect time to cultivate potential fans of cans.

With sleek, non-apologetic packaging and a feminine voice, Bev has amassed an iconic following. The company is unique because it's a movement rooted in the concepts of empowering underserved communities and redefining the traditional adult beverage industry from the inside out.

Alix sat down with me recently to reveal details about their company, mission and values.

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Be an entrepreneur

"I was living in San Francisco at the age of 24 when I started experiencing some pretty life-changing reproductive health issues. Over the next 18 months, I had 6 surgeries and ended up making a decision to freeze my eggs (which "Worryingly, I wasn't covered by insurance. I quickly drowned in medical bills and looked for creative ways to cover those costs. I started throwing pool parties with tickets at Sonoma to raise enough money to cover the cost of the freezing." Pay My Balls. The parties brought together an eclectic group of San Francisco millennials and quickly became known for their inclusiveness and feminine focus. I soon fell in love with the idea of ​​recreating this social space on a larger scale, and then came this Lightbulb moment struck: It occurred to me that alcohol is the lowest common denominator on any party, however there was really very little out there that spoke in an authentic way to and about women. With the Missi looking at the product, I paid off my 401,000, bought 300 gallons of rosé and decided to name her Bev! "

On the company's mission

"At Bev, our values ​​are our culture and our culture is really our brand. Internally we have seven pillars of culture: Vulnerability, Passion, Kindness, Accountability, Openness, Integrity and Inclusion. We use these to guide ourselves internally, but they do We are firmly convinced that we are who we are on the inside. So we are really the driving force, not just who we are as a company, but also for consumers. "

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On the products

"All of Bev's varieties are zero grams of sugar, and we were actually the first TTB-approved sugar-free canned wine. Unlike many other canned wines on the market, Bev is made specifically to be consumed from a can of high quality, CA grapes. Grapes are the only ingredient other than a light fizzy, which we call "a little bit fizzy." My favorite comment from consumers is "it's actually delicious." Which is so true! "

Everything else

"We really believe that breaking glass is a team effort." Made By Chicks "is written on the can and represents who we are, but we also love our good guys! We believe real change will happen when women, men (and everyone!) work together on an equal footing. "

See also: Cameron Diaz and Katherine Power: Co-Founders of Avaline Wine

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