Adult NA: Building the Category
Learning from NA Spirits brands as they try to create retail scale and capitalize on growing consumer interest.
Scout Brisson brings a dynamic blend of academic excellence and industry prowess to the non-alcoholic beverage space. With a degree in Neuroscience from MIT, Scout's professional journey spans over seven years in management consulting at McKinsey and venture capital at M13. In 2020, Scout co-founded a highly successful better-for-you CPG brand, DEUX, innovating a functional alternative with edible cookie dough. During the pandemic, Scout sought ways to sustain a balanced lifestyle, navigating the challenge of enjoying an occasional glass of wine while prioritizing her morning Peloton classes. During this time, Scout began exploring non-alcoholic drinks that allowed her to relax without sacrificing the next day. She quickly recognized the industry's potential for growth among consumers just like her. In 2021, Scout connected with the De Soi team before the brand's official launch. At the age of 27, she assumed the role of CEO, alongside co-founders Katy Perry and Morgan McLachlan. Under Scout's leadership, De Soi's presence in retail has grown to over 6,000 doors, with retail revenue up 150% YoY and big names that include Whole Foods Market, Target, Sprouts Farmers Market, Publix, Fresh Thyme, BevMo, and Total Wine & More.
Megan Klein is the founder of Little Saints, a brand of non-alcoholic cocktails and spirits powered by mushrooms. As a two-time brand founder and three-time wellness entrepreneur, Klein boasts one successful exit (The Fresh Factory, a plant-based foods manufacturer) and one failure (FarmedHere, the one-time largest indoor aquaponic farm in the U.S.). Before diving into entrepreneurship, she was an environmental attorney for Earthjustice. Klein created Little Saints in 2021 as a solution to a problem that many face: the work hard, play hard mentality surrounding booze took a toll on her health, but the non-alcoholic options on the market left much to be desired. With the help of an expert food scientist, Klein developed Little Saints: zero sugar, non-alcoholic cocktails and spirits fueled by mushrooms that capture the flavor, feeling, and enjoyment of alcohol—without the hangover. Klein has been featured on Shark Tank Season 16, Marketplace Morning Report (2022, 2024), Taste Radio, Second Life Podcast, and more.
With over two decades of experience in the beverage industry, Jill Sites has built a career at the intersection of innovation, brand building, and strategic sales. Currently serving as Executive Vice President of Sales atThe Pathfinder, a trailblazer in the non-alcoholic space, Jill also founded Soak Up the Sites in 2024, consulting across a vibrant roster of forward-thinking beverage brands including Little Saints, Moth Drinks, and others. Previously, Sites was Vice President of Wholesale Sales at Boisson, where she drove exponential growth in national partnerships and built a wholesale division for a robust portfolio of non-alcoholic brands. Prior to that, she played pivotal roles at Betty Buzz, Redwood Brands, and Breakthru Beverage Group, spearheading national campaigns, launching innovative brand strategies, and leading dynamic sales teams in emerging craft and premium categories. Her roots in operations and entrepreneurship—from scaling Greenbush Brewing Co. to helming her own PR firm—underscore a holistic, ground-up understanding of how to connect products with consumers in authentic and scalable ways. A seasoned speaker and brand advocate, Jill Sites brings unmatched insight into trends shaping the modern beverage landscape, including the rise of functional drinks, the evolution of non-alc, and the art of blending culture with commerce.
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