Erika Doyle, Founder of Drink Dry, explains that her strong belief in non-alcoholic beverages made her see a big market gap, giving her the strength to venture into business. Despite all the challenges and difficulties in attracting the right talent in the initial days, Drink Dry has become a leading name in the non-alcoholic beverages market.

What inspired you to create Drink Dry, and what gap in the market did you aim to fill with your premium non-alcoholic drinks marketplace?
I was my own consumer without even really knowing it when I started Drink Dry, and I strongly believed that there was a much bigger demand for quality non-alcoholic products than the bigger players in the market believed there was. Above all else, I saw a lucrative commercial opportunity to build a solid business.

How do you source the beverages featured on Drink Dry, and what criteria do you use to select them?
To this day, I spend a lot of my time following the category globally, researching the next big brands, and trying to understand what the consumer will be looking for next. We only list the best of the best in the Drink Dry Store. I believe it is my job to sell the product the first time—present it, and market it correctly. However, after that, the product needs to sell itself; the liquid inside it has to be incredibly good.

What sets Drink Dry apart from other non-alcoholic beverage marketplaces or retailers?
Over 80% of the products that we list and sell on Drink Dry Store are exclusively imported by us, and therefore, you will not find them anywhere else. We control the full supply chain and availability of the products in the region.

Can you share insights into the process of curating your selection of premium non-alcoholic drinks? What factors do you consider most important?
There is only one and only one criterion – would I buy this product the second time, and would I drink a second glass/bottle/can of it? If the answer is yes, then we introduce it to our customers. If we are unsure, then it is a hard pass.

How do you ensure the quality and authenticity of the beverages offered on Drink Dry?
We hold monthly tastings with the wider team, where everyone gets to have their say, and we value their opinions. This gives us a wider understanding of what our consumers are looking for. We only work with reputable producers and manufacturers to ensure consistency and quality.

What has been the most rewarding aspect of building and growing Drink Dry so far?
Hands down, the most rewarding aspect is getting feedback from customers that we have finally answered their needs with our products. I love hearing that people were frantically looking for products like ours for years and have now finally found them, how much it has changed their relationship with alcohol, and how we are a big part of their new lifestyle.

What challenges have you faced in establishing Drink Dry, and how have you overcome them?
There were so many along the way! I am never frightened or put off by challenges. I know that this is just a problem for which we have not yet found a solution. The biggest challenge for any young startup company is attracting the right talent into the team and maintaining it. It is not easy but so essential for a growing business.

How do you see the non-alcoholic beverage market evolving in the coming years, and what role does Drink Dry play in this evolution?
The non-alcoholic beverage market is here to stay and is here to grow. It will continue to take market share at an unprecedented pace. Drink Dry is at the forefront of this growth—we have exclusivity of all the leading non-alcoholic drinks brands in the region and are incredibly proud to be the go-to partner for all global and craft players in the drinks industry.

Can you discuss any upcoming trends or innovations in the non-alcoholic drinks industry that you’re particularly excited about?
We are seeing many globally recognised alcoholic drinks brands start to release 0.0% versions of their brands. Brands such as Corona Cero, Peroni Nastro Azzurro 0.0, and Tanqueray 0.0 are making a lot of waves here in the Middle East. The consumers are already familiar with the brands; therefore, there is a natural trust in the 0.0% liquid. Given the entrance of these global brands into this new space, I am excited to see how much faster the category can grow.

What are your future plans for Drink Dry? Are there any expansions, collaborations, or new initiatives on the horizon?
UAE, Kingdom of Saudi Arabia, and Kuwait are our key focus markets for 2024. We still have much to do here regarding the category and consumer education. We are heavily focusing on wider B2B distribution and execution of our brands—we want to see more hotels, restaurants, and bars list our drinks on their menus and more traditional brick-and-mortar retailers have our products on the shelves.

How do you engage with your customers, and what feedback mechanisms do you have in place to continually improve the Drink Dry experience?
We have active social media channels available 24/7 to assist our customers. We also have a live chat option available on our website, where customers can ask questions in real-time.

Are there any unique or standout non-alcoholic beverages on Drink Dry that you’re particularly proud to feature?
I always urge people to try our Natureo non-alcoholic wines and our premium non-alcoholic sparkling wine, French Bloom 0.0%.

How do you envision Drink Dry contributing to changing social perceptions and behaviours around alcohol consumption?
Non-alcoholic drinks are all about fun, socializing, being visible, and being inclusive. We will continue with this message because people respond well to our positivity and fun content. This has been and will continue to make a gradual impact on customers.

Can you share any memorable stories or anecdotes from your journey of founding and growing Drink Dry?
The most memorable stories for me are from the very early days of Drink Dry, where I would have to go in person to convince the authorities that these products are really genuine non-alcoholic and that we weren’t sneakily trying to import alcohol!

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• Source: https://mystartupworld.com/attracting-right-talent-is-the-biggest-challenge-for-any-young-startup/