Founder, Nick Benz interviewed by San Diego Business Journal

Founder, Nick Benz interviewed by San Diego Business Journal

Riding a Non-Alcoholic Drink Wave

by Fred Grier
Thursday, December 24, 2020

Betera, a company which sells non-alcoholic beverages, is seeing a growing appetite for its newly launched beverage products from everyday consumers.

Founded in 2019, Betera got its start back when three guys from the advertising, culinary and wine industries were thinking about ways to be healthier. Fast forward, Betera was successfully launched after validating its proof of concept earlier this year.

Betera’s Founder and CEO Nick Benz, said the goal is to provide a refreshingly bitter non-alcoholic beverage that can be enjoyed anytime, anywhere. “Our goal is to be the drink people reach for when they’re not drinking, for whatever reason. It’s more about giving people an option.”

The drinks were developed by Paul Eschbach, an award-winning chef and 20-year veteran of fine dining. Eschbach and Benz initially met working at Jean-Georges Perry Street restaurant in Manhattan.

New Category

Benz said the company is not necessarily positioning itself as only an alternative to alcohol, but opening up a new category altogether.

Betera currently has three products on the market : Elderflower-Lime, Rhubarb-Hibiscus, and Ginger-Orange.

The company describes its drinks as a “zero-proof cocktail”, made with low sugar and made from a variety of ingredients including roots, peels, barks and botanicals.

Sold direct-to-consumers online, the company touts same day two-hour delivery in select cities as well as next day shipping, which normally Amazon or only other large multi-national brands could offer, said Benz.

It is also providing complimentary same-day shipping for all orders received before 5 p.m. in Los Angeles, San Francisco, Manhattan, Chicago, and Brooklyn. Next-day is available throughout San Diego County.

This month, Betera is donating 5% of its sales to the Independent Restaurant Coalition in support of local family-owned restaurants.

50% Return Purchasing

In November, Betera said it had a return purchase of 50%, with half of its customers returning to purchase again in the same month. Betera will began traditional distribution in California and New York City this month, said Benz.

The startup is entering the beverage market as a growing sober movement is taking hold among drinkers, particularly for millennials.

According to a 2019 Distill Ventures data study, 58 percent of consumers are drinking more no-and low-alcohol drinks than in 2018.

“We’re seeing mass digital adoption that is starting to really penetrate older generations, not just the digital natives,” said Benz.