Katy Perry doesn't have time to be hungover, so she launched De Soi.
On the roof of the posh Hollywood social club, Heimat, Katy Perry and master distiller Morgan McLachlan hosted the official launch party for their beverage company, De Soi, which recently secured $4 million in funding. dollars led by Willow Growth, with input from creative artists. Agency (CAA).
Dana BoulosDe Soi adorned the rooftop (with floating fruit swirling around the pool), and guests were invited to try the duo's elegant soft drinks for the first time.
Perry and McLachlan bring a playful and stylish new line to the soft drink industry, with the tagline 'no booze, all herbs'. De Soi embodies the same spirit as its parent company, AMASS, also founded by master distiller McLachlan. AMASS makes spirits, seltzer water and home products like candles using botanical ingredients.
De Soi was launched in January to take advantage of the "dry January" movement. It was first sold direct to consumers so the company could gauge its audience and get feedback on the product. The response was beyond what the pair had anticipated. "I think it's a testament not only to the quality of the product, but also to this burgeoning category and this understated movement," McLachlan says. "We have generated such interest from distributors and retailers that we have moved into wholesale much faster than expected, resulting in much greater capital requirements."
Related: A pint of non-alcoholic beer, please
The couple were introduced by a mutual friend and hit it off well during the pandemic as they were both "making babies", as Perry puts it. Working mothers noticed the back and forth between wanting to indulge in a specialty drink but not wanting the intensity of alcohol, so the two decided to create a brand that addressed that need with elegance and intention. .
"It's a great alternative, especially for us, who are the matriarchs of our family," says Perry. "Our Mondays to Thursdays can be hectic at times, and [we] juggle a lot. So it's nice to have an alternative without losing that sensual experience."
Nicknamed "aperitifs", rather than beverages, De Soi drinks were created to offer the same sophistication and pleasure of enjoying a glass of wine, without the alcohol.
"Katy and I love alcohol, but I have a lot of family like my mother-in-law, who's been sober for about 25 years," McLachlan says. "There is a huge market for people who deserve to have this sensual and festive drink."
Celebration is indeed at the heart of the brand, and the duo set out to create a drink that has the same complexity as a fine glass of wine. The non-alcoholic appetizers are made with natural adaptogens and come in three flavors: the lean and lemony 'Golden Hour', the juicy and balanced 'Champignon Dreams' and Perry's favorite, the rich and delicate 'Purple Moon'. /p>
Related: Katy Perry Makes Mobile Game Deal With Kim Kardashian's App Creator
"With everything I do, I feel like it should be uplifting and empowering," says Perry. "I think De Soi does it in a very elegant way,...
On the roof of the posh Hollywood social club, Heimat, Katy Perry and master distiller Morgan McLachlan hosted the official launch party for their beverage company, De Soi, which recently secured $4 million in funding. dollars led by Willow Growth, with input from creative artists. Agency (CAA).
Dana BoulosDe Soi adorned the rooftop (with floating fruit swirling around the pool), and guests were invited to try the duo's elegant soft drinks for the first time.
Perry and McLachlan bring a playful and stylish new line to the soft drink industry, with the tagline 'no booze, all herbs'. De Soi embodies the same spirit as its parent company, AMASS, also founded by master distiller McLachlan. AMASS makes spirits, seltzer water and home products like candles using botanical ingredients.
De Soi was launched in January to take advantage of the "dry January" movement. It was first sold direct to consumers so the company could gauge its audience and get feedback on the product. The response was beyond what the pair had anticipated. "I think it's a testament not only to the quality of the product, but also to this burgeoning category and this understated movement," McLachlan says. "We have generated such interest from distributors and retailers that we have moved into wholesale much faster than expected, resulting in much greater capital requirements."
Related: A pint of non-alcoholic beer, please
The couple were introduced by a mutual friend and hit it off well during the pandemic as they were both "making babies", as Perry puts it. Working mothers noticed the back and forth between wanting to indulge in a specialty drink but not wanting the intensity of alcohol, so the two decided to create a brand that addressed that need with elegance and intention. .
"It's a great alternative, especially for us, who are the matriarchs of our family," says Perry. "Our Mondays to Thursdays can be hectic at times, and [we] juggle a lot. So it's nice to have an alternative without losing that sensual experience."
Nicknamed "aperitifs", rather than beverages, De Soi drinks were created to offer the same sophistication and pleasure of enjoying a glass of wine, without the alcohol.
"Katy and I love alcohol, but I have a lot of family like my mother-in-law, who's been sober for about 25 years," McLachlan says. "There is a huge market for people who deserve to have this sensual and festive drink."
Celebration is indeed at the heart of the brand, and the duo set out to create a drink that has the same complexity as a fine glass of wine. The non-alcoholic appetizers are made with natural adaptogens and come in three flavors: the lean and lemony 'Golden Hour', the juicy and balanced 'Champignon Dreams' and Perry's favorite, the rich and delicate 'Purple Moon'. /p>
Related: Katy Perry Makes Mobile Game Deal With Kim Kardashian's App Creator
"With everything I do, I feel like it should be uplifting and empowering," says Perry. "I think De Soi does it in a very elegant way,...
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