Low-Proof Vodka BODY Offers New Option in Emerging Space

Comedian and brand-builder Jilly Hendrix is the latest founder to get into the low-and-no-alcohol category with BODY, a 30% alcohol-by-volume (ABV) vodka that launched last week.

“We really want to be that other option for people and live on the menu as a substitute for your 80 proof drink,” Hendrix said.

While low alcohol ready-to-drink cocktails and zero proof spirits are increasingly available, Hendrix said she saw a gap in the market of accessible low-proof spirits. Demand for low-and-no-alcohol has picked up considerably in the past few years— the category saw overall volume growth of over 30% in the U.S. market, bringing its total market value to over $2 billion in 2021, according to alcohol data company, the IWSR. BODY, which has about 25% less alcohol than a typical 80-proof vodka, will initially begin distribution in New York.

Hendrix, who has garnered a large Instagram following of her own in addition to creating digital content for major brands, is using NFTs to build an audience city-by-city. BODY is launching with a collectible NFT on athleisure entrepreneur Tyler Haney’s brand loyalty platform, Try Your Best (TYB). Participants get a collectible which gets them access to BODY events in their area. Other spirit brands have embraced NFTs mostly by creating limited edition collections or offerings, but using the technology as a bridge to real-world experiences has been less common.

“I really think in order to build a true connection, especially with a product that is more of an experience, you have to do that in person,” she said.

While Instagram is still valuable, Hendrix now views the platform more as a place for consumers to discover brands versus build community. Other events will coincide as BODY enters its next markets: Atlanta, Austin and Denver.

Hendrix’s influence as a comedic writer and social media creator could put BODY in a similar category as other digital platform entrepreneurs who are leveraging their audience to break into the beverage industry, like the Spirit of Gallo and Betches collaboration, Faux Pas or Swish Beverages’ White Girl Rosé. But the founder’s pedigree as an investor in consumer goods from kitchenware to cosmetics will likely be hard to miss. The simple blue and white label is intended to resemble a clothing company or consumer product versus an alcohol label. Events will feature partnerships with other lifestyle companies; the first gathering was hosted with candlemaker Otherland in New York City.

The company has also received investment from a number of consumer good entrepreneurs, including Cami Tellez of Parade underwear, Lo Bosworth of Love Wellness and Sarah Levey of Y7 yoga studio. The brand is backed by venture capital firm Curate Capital, which works with female-founders and investors.

Hendrix is targeting restaurants and bars as the main sales channel for the North Carolina-made vodka, betting that it will find traction with consumers who are looking to go out and imbibe but with less repercussions.

“I’ll go out and have a few martinis and I’m definitely more drunk than I’d like to be,” she said. “So I figured that there’s more people like that who exist in the world and there are not really a ton of 60-proof options on the market or in restaurants or bars.”

The success of lower-ABV RTD beverages bodes well for low proof spirits, according to Hendrix, and she expects the category to grow.

“Right now the options are really 80-proof or it’s wine or an RTD beverage, there really isn’t anything in the middle,” she said. “I do think because we’ve seen the success of RTD beverages and the need that people want different options, we’ll start seeing a lot more brands coming out just trying to fill that need.”