{"id":16272,"date":"2024-02-12T04:54:41","date_gmt":"2024-02-12T09:54:41","guid":{"rendered":"https:\/\/dryatlas.com\/staging\/?p=16272"},"modified":"2024-02-12T04:59:36","modified_gmt":"2024-02-12T09:59:36","slug":"interview-with-meeta-gournay-and-tati-mercer-of-three-spirit-non-alcoholic-drinks","status":"publish","type":"post","link":"https:\/\/dryatlas.com\/staging\/articles\/interview-with-meeta-gournay-and-tati-mercer-of-three-spirit-non-alcoholic-drinks\/","title":{"rendered":"Q&A with Meeta Gournay and Tati Mercer of Three Spirit"},"content":{"rendered":"

As pioneers of the non-alc wave since their UK launch in 2018 and US expansion three years later, Three Spirit<\/a><\/span>‘s co-founders Meeta and Tati navigate the intricate balance of scaling their functional products without compromising on quality. In this interview, they dive into the art of blending flavor with function and forecast the evolving landscape of social drinking. Highlighting the integral role of bar culture in building community, they share insights on how non-alcoholic options are maintaining and reshaping social connection.<\/span><\/p>\n

 <\/p>\n

Three Spirit was early to the non-alc wave. What have you seen in the past few years that’s been surprising to you, and how have you both helped to steward a brand through a rapidly changing space?<\/b><\/p>\n

Tati:<\/b> It’s really interesting to be a brand from the UK that’s functional. I’m proud of the UK, and you’ve got to give it to Ben Branson. Non-alc really did begin here and you can’t deny the influence he’s had on consumers and the industry. That\u2019s really why we started. It’s amazing to have something that’s ahead of the US when it comes to a wellness trend, fundamentally.\u00a0<\/span><\/p>\n

What’s amazing for us is that I’m here in the UK, Meeta\u2019s there in the US, and it\u2019s such a significantly different market from my point of view. Because of what’s happening in function in the US. The way that the consumer is so receptive. They understand function, and that’s reflected in what’s happening in retail in the US versus the UK.<\/span><\/p>\n

Plus, the broader consumer understanding of what we do at Three Spirit is really different. It\u2019s wonderful that we\u2019ve been able to do both markets quite quickly. The US is a wonderful place to be because of the acceleration of both functional and non-alc.<\/span><\/p>\n

Meeta:<\/b> When you see the rise of non-alc retail shops like Spirited Away and Boisson, you realize that you’re tapping into a consumer need that\u2019s not being met from traditional retail or liquor stores.\u00a0<\/span><\/p>\n

It\u2019s been like jaw dropping to watch the growth\u2014and the speed of the growth\u2014of these types of retailers in every city in the United States. It\u2019s not just a coastal trend, a wellness trend. There\u2019s people all over the US who are looking to moderate, looking for options.\u00a0<\/span><\/p>\n

It\u2019s been a little surprising and frustrating, sometimes, to see how traditional retail has not adopted this as quickly as I think people would have hoped\u2014brands or even consumers. When they do, it\u2019s often a piecemeal strategy. But, merchandising, education, getting people to try is so critical at building a category like this. To just do it with one brand stuck amongst a lot alcoholic brands or mixers is not necessarily the best. I think that the category will continue to evolve.\u00a0<\/span><\/p>\n

With any new trend, you\u2019re trying to ride a wide. If you go too early, you won\u2019t catch the wave. You go too late, you won\u2019t catch the wave. I’m not the best surfer, but I think that\u2019s how it works. I think Ben’s talked about it a lot as well. There are lots of brands out there, right? It seems like it’s almost too easy for brands to get started. But we’re definitely facing the other challenge that he referenced in his interview, the challenge of scale.\u00a0<\/span><\/p>\n

 <\/p>\n

As you\u2019ve scaled, has it been difficult to stay true to the functional products you wanted to build from the beginning? How has it been to speak to a more mass audience who might not be as familiar with functional?<\/b><\/p>\n

Meeta:<\/b> It has been incredibly difficult. We are unique in the category for having production partners in both the UK and the US. While we have ingredients that are broadly similar in both markets, we do have some ingredients we source locally, because it’s more sustainable.\u00a0<\/span><\/p>\n

As a result, it’s incredibly challenging to find the right production partner. Gratefully so, we\u2019ve almost always had more demand than supply, which has led to some issues of supply. We’ve also had to spend a lot of time in a lot of random places, making sure we’re trying product, being there on the ground. We’ve also had to say, no, this is not good enough to various batches or partners. It\u2019s really disappointing to feel like you’ve gotten to a stage and then there\u2019s that kind of obstacle. You effectively lose product.\u00a0<\/span><\/p>\n

But, we’ve come out of it successfully. It\u2019s incredibly valuable for us to say \u201cmade in the US\u201d or \u201cmade in the UK,\u201d and also to have stability, eventually, of our supply chain.\u00a0<\/span><\/p>\n

Tati:<\/b> You think about Guinness, right? Guinness should taste the same everywhere in the world. I don’t think that’s exactly how we think about it, because we deal with amazing natural ingredients, where there’s seasonality and there can be some variation. It’s lovely because these are like real ingredients that do change every year, depending on the crop and all these things. It’s really nice to see that. That’s not something to be ashamed of. But I think it’s just about making sure we trust them\u2014the people, the partners, the growers, how they grow them, and all of those things.<\/span><\/p>\n

When it comes to function familiarity, when we speak to a more mass audience, it\u2019s about: where did you come into our world? Did you see a TikTok video where someone said they went out and got hammered and could talk to everyone in the club because of our drink? Because that’s not our message, that’s someone else’s experience. We’re always really mindful of these fantastic testimonials because everyone is different. There will always be variation in how people experience them. If you\u2019re looking to get smashed, I can\u2019t help. If you\u2019re looking for a magic wand, this isn\u2019t going to solve all your problems.\u00a0<\/span><\/p>\n

Meeta:<\/b> The combination of these two is what we’re all about: flavor and function. But, some of our flavors will be polarizing\u2014and they should be. You either love it or hate it. If you\u2019re making something that everybody likes, you\u2019re probably making a soft drink.\u00a0<\/span><\/p>\n

It’s also about the ritual. It’s about having a moment with something that feels special. How good does it taste? How much do you enjoy this process?\u00a0<\/span><\/p>\n

 <\/p>\n

When you think about the future of drinking culture, what is it going to be about? Meeta mentioned indulgence, and I think I’m seeing a lot of this \u201cneo-hedonism\u201d that’s coming forth. It’s not about booze and drugs, but it’s maybe about taste and sensory pleasures.\u00a0<\/b><\/p>\n

Meeta:<\/b> in the US, as Tati referenced, there are more things people can experiment with, as they become deregulated and legalized, whether it be cannabis or microdosing mushrooms.<\/span><\/p>\n

We pair really well with a lot of those communities. We\u2019ve been on fire in some of those states because people who choose cannabis or mushrooms don’t want to mix with alcohol. They\u2019re looking for something supportive, something not imitating or mimicking a specific alcoholic product. It’s been amazing to watch. It’s amazing to watch people grab health and make it a priority in their lives. And to see how non-alc can play a role in that is super exciting.\u00a0<\/span><\/p>\n

 <\/p>\n

Tati, what are you seeing in the UK?<\/b><\/p>\n

Tati:<\/b> The way I think about culture and people is that we’re creatures of habit and ritual. The concept of coming together is so important, and I think we need to be together. COVID was a terrible time, but loneliness is one of the biggest killers. Robin Dunbar writes about the importance of the pub in the UK\u2014and that’s not because of the drink. It’s because of connecting with other people. That\u2019s the community’s place to come together and that pint of beer or drink is just part of that experience. Socializing will continue to be really important.\u00a0<\/span><\/p>\n

Alcohol will continue to be a part of that, but I think the rise of non-alc and other things will catch up. In the US, you’ve got the rise of cannabis and other things. So, I think that there will just be new things that happen in those spaces. The things on offer will just continue to become more varied.<\/span><\/p>\n

I cannot wait for the day that every place has non-alc integrated into the menu. It’s beginning to happen. I’m excited to see the change because I don’t think you should have to put your hand up and say that like you need something non-alcoholic. It should just be a drink on the menu that’s called whatever.<\/span><\/p>\n

 <\/p>\n

Dry Atlas is a media company focused on alcohol alternatives. We deliver non-alc insights, news, and recs to over five million people annually. To stay up to date on all things non-alc, subscribe to our weekly newsletter<\/a><\/span><\/span>.<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"

As pioneers of the non-alc wave since their UK launch in 2018 and US expansion three years later, Three Spirit‘s co-founders Meeta and Tati navigate the intricate balance of scaling their functional products without compromising on quality. In this interview, they dive into the art of blending flavor with function and forecast the evolving landscape […]<\/p>\n","protected":false},"author":16,"featured_media":16271,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[218],"tags":[],"class_list":["post-16272","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-interviews"],"yoast_head":"\nInterview with Meeta Gournay and Tati Mercer of Three Spirit<\/title>\n<meta name=\"description\" content=\"Meeta and Tati, co-founders of Three Spirit, reflect on the brand's journey in the non-alcoholic space. 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