Non-Alc Spirits: How to Build a Category

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How do categories coalesce, and what are the requirements and agreements required between brands, retailers, and consumers to create lift for all? This panel looks through the lens of the evolving non-alcoholic spirits category to explore the tradeoffs and tactics involved in building the right assortment and defining a category that can educate and grow a consumer set.

About George Daines:

George joined Whole Foods Market in February 2018 and has a wealth of beverage knowledge experience and expertise. As the Global Category Merchant of Beverage, he oversees the strategic and operational execution of shelf stable beverage products in Whole Foods Market stores across the nation.

About Morgan McLachlan:

Master Distiller Morgan McLachlan grew up in the Canadian Pacific Northwest, where she spent many afternoons exploring the forest, forging what would become a lifelong relationship with plants. After moving to Los Angeles at 19 and working in the film industry as a Camera Operator throughout her 20s, she returned to her metaphorical roots and began distilling anything she could get her hands on–grapes, tomatoes, cantaloupes, and eventually botanicals. She co-founded The Spirit Guild in 2012, a DTLA-based distillery that specializes in making a variety of spirits from California’s diverse flora and abundant agriculture. While Morgan appreciates distilling tradition, she considers herself a “PUNK ROCK DISTILLER,” experimenting with any and all local agriculture. It’s this duality of convention and innovation that led her to co-found AMASS.

About Marcos Salazar:

Marcos Salazar is CEO of Adult Non-Alcoholic Beverage Association (ANBA), where he is working to build an adult non-alcoholic beverage ecosystem to serve beverage entrepreneurs and industry stakeholders who provide delicious non-alcoholic beer, wine, spirits and cocktails to enjoy in every social situation. For the past two decades he has been a serial entrepreneur, community-builder, and business coach creating companies, communities, and experiences to help people make their greatest impact in the world. His work sits at the intersection of social impact and consumer behavior, giving him a unique view into the insights, patterns, and trends that are reshaping the future of work, business, and lifestyle. In addition to ANBA, he is the Co-Founder + CEO of Be Social Change, a social enterprise on a mission to help people build fulfilling social impact careers through inspiring events and workshops, a diverse and supportive community, and expert career + business coaching.

About Pauline Idogho:

Pauline Idogho is the Founder/CEO of Mocktail Club, a line of premium crafted ready-to-drink non-alcoholic cocktails inspired by her quest to find sophisticated and better-for-you alternatives to alcohol. Prior to founding the company, Pauline had a 15-year career in investment banking, international development and renewable energy finance and has closed over $7 billion worth of transactions. Companies she has worked for include the International Finance Corporation (the private arm of the World Bank), Merrill Lynch, Wells Fargo and the AES Corp. She has lived, worked and traveled in Europe, Africa, Asia and the Middle East, which helped to inspire the rich and sophisticated flavor profiles of the Mocktail Club line. One percent of Mocktail Club’s sales go to support clean water access globally through the organization Water for People. Pauline is a board member for Water for People. Pauline is also the Treasurer and head of the Finance Committee of the Adult Non-Alcoholic Beverage Association (ANBA). Pauline is originally from Nigeria and moved to the UK when she was younger. She holds a Bachelors in Economics from Howard University and MBA in Finance from The Wharton School of Business at the University of Pennsylvania.