MADWOMAN Launches First-Ever Approved Collection of Espresso Martinis at 7% ABV, Including the First DECAF Espresso Martini

You’d have to be more than a little insane to take on what Mari Georgino did over 2.5 years ago.

With zero experience in the alcohol industry, but lots of encouragement from some friends (perhaps a bit unbalanced themselves), Italian-born Georgino embarked on a roller-coaster effort to put her coffee-forward, low-alcohol, high-foam portfolio of espresso martinis into cans for the world to enjoy. This last week, the collection of cans (original, DECAF, cacao) showed up on shelves in selected Orange County liquor stores.

“I created MADWOMAN to reflect the cocktail culture of Italy,” says Georgino, “which is very different from the American approach.” Italians, she explains, drink less to experience the classic effects of alcohol, but more in the spirit of conviviality. “We drink to enjoy each other’s company. To converse. I wanted to develop a product that would give people the pleasure of a cocktail, without the wallop of a classic drink.”

All three versions of MADWOMAN clock in at 7% alcohol by volume—Georgino’s aim in targeting what she thinks is the Goldilocks spot in the traditional bar offering. The majority of beers are 4-5% alcohol. A standard cocktail hits 14%.

It’s one thing, Georgino learned, to devise a recipe that hits a metric and receives the endorsement of friends. It’s quite another to enter one of the most competitive and highly regulated markets in the US.

In fact, MADWOMAN is the only espresso martini brand with a decaf label on the market, according to the Alcohol and Tobacco Tax and Trade Bureau, the branch of the FDA that regulates and approves new entrants.

Her journey, guided by a growing network of local entrepreneurs and industry experts, took her deep into a labyrinth of scientific formulation, ingredient sourcing, production and distribution. “I could have gotten myself an MBA program,” laughs Georgino, “instead, MADWOMAN has taught me more about product development, finance and contracts than I ever dreamed I needed to know.”

The one discipline where Georgino didn’t need a lot of schooling was marketing. As a classically trained designer and long-time executive director for a medical marketing agency, she has an innate sense of branding and performance marketing, evidenced in her gorgeous logo, can design, website and growing social media presence.

“The branding,” Georgino confides, “was very clear from the start. But getting to a recipe, production formula and process that delivered the level of taste and mouthfeel that I was looking for, that turned out to be an exceptional challenge.”

That standard was put to the test on Sunday, March 8 (specifically selected for International Women’s Day) at the MADWOMAN Launch Party held at Buona Forchetta in Newport Beach, where response was overwhelming.

“The chocolate rounds out the coffee, it’s perfection. Magic,” says Claudia Santangelo, founder, travel designer & curator of vibes at Spell Bound Leisure.

“The original! The original is the best!” says Cat Ce, LA comedian.

“This is the one! (The cacao.) On a Friday night at the beach or just any day in the middle of the week!” says Heidi Laciura of @ocmomanddaughter.

“I don’t drink coffee. I don’t drink espresso martinis, but I came here to try it. I do like that they have a decaf option. This is my second one today,” says Hannah Murphy, local influencer and business owner.

Georgino trusts people will agree when they try it for themselves. But the thirsty will need to act fast. MADWOMAN has already sold out once at Hi-Time Wine Cellars.