Grüvi co-founder Anika Sawni learned about alcohol’s effect on the brain in a neuroscience class. Then, she set out to breathe life into the then-sleepy non-alc category with a brand that makes alcohol-free exciting. Now, Grüvi is sold in over 3,500 stores and has won top awards in both the non-alc wine and beer categories. Anika shows no signs of stopping; here’s her journey and where she’s going next.
DA: Your journey from studying neuroscience at McGill University in Montreal to founding and scaling Grüvi is remarkable. Can you share more about the transition from your college days to making waves in the non-alc space?
Anika: Yes! I think for some it may look like a 180 degree pivot, but there was a lot of alignment! I’ve always been fascinated by the mind-body connection. It’s what led me to study neuroscience at McGill, actually taking classes on the effects of alcohol on the brain. However, it was in my last year at McGill that I took a step back and questioned my own relationship with alcohol. I was intrigued when I immediately noticed the benefits of transitioning to less booze. There was something there that I wanted to explore further!
My brother Niki was on a similar journey, and we agreed it felt more daunting to make the transition to a less alcohol-centric lifestyle because we never felt there were options that were consistently appealing. We quickly realized the category was lacking innovation, and a whole lot of love! We saw an amazing opportunity to innovate something new!
We envisioned Grüvi to be the complete opposite of NA bevs available at the time. Breathing life and energy into the category and giving consumers better options were important to us. We were on a mission to empower people to feel genuinely excited… to reach for an alc-free bev and not feel like it was a “less than” choice.”
DA: Can you delve deeper into the story behind the name Grüvi and its significance?
Anika: The team at Grüvi always says there are three reasons why the name Grüvi is so fitting. When you hear the word “Groovy” you immediately think of a certain feeling; joyful, letting loose, having fun—and we wanted to show that you don’t need booze to feel that way! Secondly, we loved how it pulled at the counterculture of the ‘60s, which is a parallel to our mission at Grüvi, to challenge the societal norms around drinking culture. Lastly, we took a fairly “old/dated” phrase and added a fresh spin with the spelling mashed with our branding. The result is a similar statement around bringing life and energy to what was an uninspiring and stagnant NA category at the time.
DA: Collaborating with your brother on your brand must be a fun experience. How do you both complement each other in terms of skills and vision?
Anika: Honestly, I could have never predicted that I would be working and building a business arm-in-arm with my brother! (…or my parents or my boyfriend for that matter!) We are both beyond grateful for this shared experience and we’ve grown so much closer because of it. Our skills and our strengths complement each other extremely well, which allows each of us to feel empowered within our area of expertise. Niki has a booming entrepreneurial spirit and strong problem-solving and quick decision-making skills, while my natural focus is to be detail-oriented, which coupled with my marketing savvy has allowed me to lean into the creative side of the business. Attracting and growing our community and creating an engaging brand experience where our consumers know how much their opinion matters are my bread and butter.
DA: Can you share more about the innovations in Grüvi’s brewing processes?
Anika: Grüvi is unique in that we are the only brand to offer both beers and wines. Therefore, we don’t just use one singular process to develop all our products. We believe that different styles of beer/wine shine best, so we use different brewing methods that create the best outcomes for each product. We are constantly innovating to include the latest insights and technologies.
Take the Grüvi Golden Lager, for example. We knew that to nail the flavor profile we were looking for, we had to be ultra crisp and super clean. From grain to glass, this beer takes almost eight weeks to produce, and it’s one of the only craft non-alcoholic beers that goes through a full lagering. After the beer has finished lagering, the alcohol is gently removed and a final fermentation occurs to bring back all the great aromas and flavors, leaving us with a clean finish and a Gold Medal at the World Beer Cup 2022.
Another integral part of our innovation: the efforts to build our Grüvi community. Our Discovery Series represents our innovation pipeline and a community collaboration of new limited releases made with, and for, our community. We are actively engaging with and listening to our community to find out what they’re looking for and what they think of our current batches. These Discovery releases have a QR code on the front of the can that allows the Grüvi community to share their opinions on our wines and beers in a timely way. As a company we are able to iterate and improve our offerings using this direct and often candid feedback.
DA: What challenges have you faced in promoting and establishing Grüvi in a market dominated by alcoholic beverages, and how have you overcome them?
Anika: Frankly, there have been a lot of challenges and much learning!
Besides having no experience, being a pioneer in a category has its own set of challenges. We were told consumers didn’t want non-alc beers and wines and that was impossible to build a brand that sold both. It had never been done before. We had to learn how to educate consumers and retailers alike on the category, placement, naming, and price point.
From a consumer standpoint, since the category had a negative stigma, the biggest way to break down barriers was to get people to try it. We focused on samplings, events, and even opened our own taproom lounge to demonstrate the amazing experiences you can enjoy without the booze. Inch by inch, you are able to change people’s perception around the category. We’ve positioned Grüvi to be for drinkers and non-drinkers alike.
DA: What makes Grüvi unique?
Anika: First and foremost we pride ourselves on taste. We are proud to be the only brand to win gold medals for both NA beer and wine, and are constantly innovating, tweaking, and improving our bevs to make sure they are absolutely delicious.
Second, is our variety. We wanted to be able to enjoy an alcohol-free bev for every moment, whether that’s mimosa brunch, a brew with the game, or a red wine with your steak dinner. From prosecco, to sangria, to nitro stouts and IPAs, there’s something for everyone and every experience. We also have all our offerings in single serve options, including our wines, because we want alc-free options to be accessible for everyday sipping.
Lastly, let’s make it exciting! Grüvi is a lively and inviting brand that is for the people, from customer feedback in our product innovation, to over 100+ customer investors, to the team spending time volunteering in our local communities every month. We are always eager to connect and listen to our customers and continue to challenge the status quo.
DA: Can you share any memorable moments or experiences from your journey with Grüvi that have left a lasting impact on you?
Anika: From the business side, there have been some amazing milestones that I could never have even dreamed of, including: being the first brand to win gold medals for Best NA Beer and Best NA Wine on a global scale, Forbes 30 Under 30, and seeing our bevs on shelves at Whole Foods.
But what I think has been the most impactful is the community we’ve built and truly seeing how Gruvi has positively impacted so many. From the woman that cried tears of joy when we met her at the farmers market because she finally felt like she could have a piece of her “old life” back, to the 100+ customers that are behind Grüvi’s vision and have chosen to invest in the business—it’s these moments that keep me going each and every day.
DA: With Grüvi now available in over 3,500 stores, what’s next for the brand? Are there any upcoming products or expansions you’re excited about?
Anika: Yes! Our vision is to create a world where alc-free choices are celebrated. Although we’ve made many strides, we still have a lot of work to get there. We believe that investing in world-class taste, variety, and product accessibility is the path to bringing alcohol-free bevs mainstream. You can expect to see Grüvi available in many more retailers, with some exciting new limited releases on the pipeline (we’ll be ready for your feedback!).
DA: How do you see the future of the non-alcoholic beverage industry evolving, especially with Gen Z being the most alcohol-free cohort in recent history?
Anika: In the four and half years since we started Grüvi, the industry and category has changed dramatically. We are seeing the conversation around alcohol-free options and alcohol-free lifestyles being depicted in a more positive, energetic light and inclusive environment, and we are proud to have helped lead the way as this industry continues to pick up steam! We will get to a place where the category seamlessly integrates into all settings, bars, and restaurants and is truly the norm.
The younger generations are also looking at the experience brands bring in addition to taste. We’ve seen an increase in the consumer’s desire for brands to be authentic and to maintain the socialization that usually comes with drinking alcohol. That is why our mission at Grüvi is to make alcohol-free beverages exciting and fun for drinkers and non-drinkers alike, so they can socialize with delicious options—really whatever they choose!
DA: Lastly, what advice would you give to budding entrepreneurs looking to make a positive impact in the beverage industry?
Anika: For emerging entrepreneurs, my biggest advice would be: 1) Don’t be shy to ask for help! Whether your ego gets the best of you and you think you need to do all on your own, or you think you’re too small to get help, if you don’t ask, you’ll never get. 2) Constantly talk with AND listen to your customers. Your customers ARE your business. If you’re not connected and willing to adjust and adapt based on their needs, you’ll be left behind.
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Dry Atlas is your guide to the world of alcohol alternatives. We maintain the world’s largest directory of non-alcoholic spirits, wines, beers, and more to help you discover options you’ll love. We also publish High Spirits, the weekly newsletter that helps open-minded drinkers like you learn more about non-alc. Our goal is to demystify alcohol alternatives so you can navigate them with ease to pursue a happier, healthier life.
