How TÖST is Redefining Celebration with Alcohol-Free Elegance
Non-alcoholic beverages are all the rage during Dry January, and TÖST is leading the charge with its innovative approach.
In an exclusive interview, TÖST CEO Brooks Addington shares insights into the brand’s mission to redefine the way we toast and celebrate, offering a sophisticated, alcohol-free option that doesn’t compromise on flavor or experience. From the inspiration behind TÖST’s sparkling creations to its growing popularity in a health-conscious world, Addington provides a fascinating look at the journey of this trailblazing brand.
What inspired you to create/lead a non-alcoholic beverage brand?
Inclusivity was the driving force behind the brand. At the time there weren’t many non-alcoholic options that had the sophistication and complexity of an alcoholic beverage, we wanted to create something that let people feel they were a part of the moment regardless of what they were drinking.
What sets your brand apart in such a competitive and growing market?
TÖST was created by a group of culinary experts with a goal of creating a beverage that had attributes of an alcoholic beverage without the alcohol. We focused on having just the right nose, mouthfeel and a finish; creating this level of complexity isn’t easy to achieve. This coupled with its great taste and a premium experience yet affordable pricing makes our products approachable and can be widely enjoyed around the world.
How do you approach the challenges that come with replicating the traditional drinking experience?
The stigma of not drinking when socializing has receded dramatically over the last several years; we’re proud to have played a small role in providing an option for those occasions when people choose not to drink alcohol for whatever reason, be it in the moment between other drinks, or that day, week, month or lifestyle choice. Moderation is the major driver in the NA space, and TÖST has always been committed to creating great tasting beverages that meet the occasion. When looking at the beverage experience our aim was to create a beverage with the attributes of a non-alcoholic beverage. Our ingredients were intentionally selected to provide these attributes, tannins, stringency, flora extracts for the nose. It didn’t happen overnight, we had over 75 iterations of the original TÖST and spent several years in development of our Rosé and a third flavor coming in 2025.
Is sustainability a factor in your production?
We are always looking for ways to reduce waste and our footprint at TÖST.
What’s next for your brand? Are there any new products, partnerships, or expansions on the horizon that you can tell us about?
After testing can formats at experiential events and in arenas and sporting venues like T-Mobile in Las Vegas, we’re launching cans direct to consumers this holiday season. We’ve made both flavors in their canned format available on our website and with distribution via Fresh Direct. The canned format opens up a whole new world of possibilities and occasions where glass isn’t ideal.
What advice would you give to aspiring entrepreneurs entering the NA space?
The most important first step is understanding how much financial runway you have personally, and the business, have to operate. Everything takes longer than expected and understanding what that means to you personally and professionally is critical to success. I would also encourage taking a moment to reach out to others in the space to hear their stories, there is a community of founders figuring it out as this category continues to grow. There is even an association, The Adult Non-Alcoholic Beverage Association (ANBA) that has a great deal of information that can be helpful.
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