Women in the Wellness Beverage Business

 
ALEXANDRIA KLEMPF
Owner and Founder, SIPC 
drinksipc.com | @sipclean | @sipcozy

The idea for SipC came to Alexandria Klempf in 2018 when CBD was a trending product, and she joked about creating a product that combined wine with CBD. “After googling ‘CBD wine,’ I discovered a couple of cannabis-infused beverages, but nothing with CBD” says Klempf. After more research she explored the nonalcoholic market and discovered how few options there were. “As I was nearing 30, my now-or-never moment turned into a passion to help people make healthier life choices — something I knew I’d enjoy doing every day. I knew the next step in my career would be to start my own business, and it all came together quickly from there.” Klempf launched SipCozy, an alcohol-removed hemp-infused rosé that same year.

As Klempf developed the product line, she quickly faced challenges in the nonalcoholic/low-alcohol/zero-proof industry. “We know little about what’s in our alcoholic beverages. We have to be completely transparent about our ingredients because we have to list them, whereas alcoholic beverages don’t have to list their ingredients.”

Public education on the value and cost is a necessity when introducing a new product. “I had a winemaking crash course from our winemaker, Meredith Leahy, where I discovered the challenges that come with creating a high-quality, low-alcohol wine without adding anything to it,” says Klempf. “We use real grapes that have gone through fermentation, so our product isn’t made with any added juice. This industry is small, but as we grow, I think consumers will become more aware of the product’s quality.”

Part of the learning curve also includes dealing with fulfillment and ecommerce. “Like many businesses, we faced challenges in logistics due to setbacks from COVID,” Klempf says. “You have to bite the bullet sometimes to pay more for things you wouldn’t normally.” In spite of these obstacles, Klempf is proud of the company’s progress and reception of its second product line, SipClean. “We have sold out twice and gone through three productions in under a year. The feedback has been amazing, and I can actually see the impact of how an alcohol-removed wine can genuinely help people,” says Klempf. “I get notes from customers about their bad relationships with alcohol and how SipClean has helped them cut back and change their lifestyle.”

Future plans include growing the team and streamlining production. “I would love to see SipClean on the shelves at major retailers with multiple varietals (think whites, rosé, reds),” Klempf says. “I would also like to see us create a line of cannabis-infused beverages as the laws change in Florida.”

 
ALYSSA THORSTENSON
Co-Owner, Shark Tooth Kombucha
@sharktoothkombucha

Alyssa Thorstenson always wanted to have her own business, but she didn’t realize what it would focus on until she fell in love with kombucha in 2018 and it quickly escalated into an obsession. “Every time I went to the grocery store, I tried a new brand. I soon realized that there was so much opportunity in the kombucha industry and I wanted to become a part of it,” says Thorstenson. “I started learning everything I could about kombucha and in early 2020 I started brewing at home.” Production of the fermented tea beverage grew quickly so she started giving it to family and co-workers to try. “When all the positive reviews started flowing in I knew I could be on to something and started thinking about making the ‘dream business’ a reality with kombucha,” Thorstenson says.

According to the trade group Kombucha Brewers International, the kombucha category grew from $1 million in sales in 2014 to $1.8 billion in sales in 2019, with the total number of fermented tea beverage brands increasing by about 30% annually for the last several years. “Although the industry has grown exponentially, so many are still unaware of what kombucha is,” says Thorstenson. She considers a major part of her job to be education on what kombucha is and debunking stereotypes and myths.

“The craft brewing industry has been dominated by males and being a woman in the industry starts you off at a disadvantage,” she says.” When my husband attends markets alongside me, customers automatically direct brewing questions at him assuming he is the brewer of our kombucha. I think that is a perfect example of the struggles and stereotypes surrounding women in the craft brewing industry.” Her advice to other women wanting to launch a business in the beverage industry? “Use resources and make connections in the industry that you’re looking to join.”

While she juggles an entrepreneurial life and running a small business with being primary caregiver to her three young children, Thorstenson is proud of the brand she is building and the quality of the product. “I want to be a fun brand with an extraordinary quality product that also engages with the local community,” she says. “I never want to compromise our products' quality or integrity and will always use the best organic ingredients.”

Goals for this business owner include a Shark Tooth brewery and tap room, with cans of Shark Tooth kombucha in stores across Florida. “Most importantly I hope the kombucha industry as a whole grows and more people know and love the beverage,” says Thorstenson.

 
JULIANNE BAKSH-RENFROE
Owner and Operator, Juicy Cafe
juicystaug.com | @juicystaug

Juicing and a healthy lifestyle have always been important to Julianne Baksh-Renfroe, and opening a food truck serving health "shots," smoothies, coffee drinks, acaí bowls and other items seemed like a natural extension of her own wellness pursuits. “I saw an opportunity and a need for a food truck in St. Augustine serving healthy, plant-based dishes,” she says. Baksh-Renfroe launched Juicy food truck in 2019 on Anastasia Boulevard, a prime location between downtown and the beach.

As her following and customer base grew, she made the decision to shift from food truck to a brick-and-mortar location. “When we decided to transition from a food truck to a cafe space, we ran into some big challenges,” says Baksh-Renfroe. “Rental spaces are few and far apart.” The spot she found, just down the street from the truck’s location, aligns well with other nearby businesses, including yoga studios and spas.

Indeed, while the pandemic may have caused some setbacks, Baksh-Renfroe has also seen her business grow in the past two years. Even though she still faces the ongoing difficulties of product shortages and price increases, she is grateful for the continued community support. “My employees are awesome, and I have great family support,” Baksh-Renfroe says. As for the future, she is excited about the ongoing process of creating recipes, while also continuing to serve customer favorites such as the Classic juice shot, the Good Vibes smoothie and the Thunder Bowl. As for 5 years from now? “My husband and I will be empty nesters by then,” says Baksh-Renfrow. “Maybe we’ll be on a tropical beach sipping a margarita or at Juicy. Either sounds perfectly wonderful to me.”