NewHavenBIZ

n e w h a v e n b i z . c o m | F e b r u a r y 2 0 2 3 | n e w h a v e n B I Z 13 Proudly committed to every customer, community partner, and neighbor we serve. YOUR SUCCESS is how we measure ours. 203.285.6490 | newhavenbank.com "Like a lot of businesses, it started out with trying to solve a problem for myself," Becker said. He started searching online for alco- hol-free beers that tasted better than the traditional sweet and watery offerings from beverage giants. "I was looking for ways to not drink, but also wanted it to be something where I didn't feel like I was missing out," he said. "I was surprised at the amount I was actually able to find but I had to go searching for it." He ended up ordering cases of differ- ent alcohol-free cra beers in order to find a few he liked, and saw a business opportunity in hunting down the best options for discerning non-drinkers. Like the founders of Athletic, Beck- er sees the growth of the alcohol-free sector as part of general wellness and health trends rather than a moral stance against alcohol. Better Rhodes started with offering quality nonalcoholic beer, but soon moved into the spirits space with prod- ucts like Seir Hill's Mashville whiskey alternative. "Better Rhodes has been a terrific partner of ours since shortly aer we started selling product in 2020," said Seir Hill founder Brian Miller. "ey placed a big order from us and have been one of our largest customers since." In addition to Mashville, the Wil- ton-based distiller now makes Duran- gold, an alcohol-free tequila alternative, and a nonalcoholic rum alternative called Biscane. All of Seir Hill's prod- ucts can be found on Better Rhodes' platforms, along with other emerging alcohol-free spirits brands like Monday, Ritual and Ceder's. "Not only do they know nonalcohol- ic beverages, they know how to market and sell them to consumers," Miller said. Toasting to wine's future One major growth area Becker said he sees ahead is alcohol-free wine, which has been difficult to perfect because so much of what drinkers like about wine — body, aroma and flavor — is transmitted through the alcohol. "Without the alcohol, you're defi- nitely missing some of that punch," Becker said. "It's going to take a few more years, but they're getting closer and closer." Working with a German winemaker, Better Rhodes has developed its own brand of wines, Wander + Found, with red, white, rosé and sparkling versions. Another growth area that Becker is focusing on is "functionals," bever- ages that help you relax, sleep or get energized like ree Spirit Nightcap, a "soothing elixir … made with tree saps, aromatic plants and herbs used in ancient rituals." Cans of pre-mixed nonalcoholic cocktails are also growing in popularity with younger consumers, Becker said. Better Rhodes offers its exclusive Sir. James 101 line of pre-made, ready-to- drink cocktails in flavors like bitter aperitif spritz, gin tonic and mojito. e boom in nonalcoholic options has intensified competition, Becker said, but also benefited his business as the offerings improve in quality. "ere's lots of great products out there but as they become more available, we try to focus on where we can add the most value," he said. n Better Rhodes Customer Experience Manager Andrew Chartier pours a sample of nonalcoholic rose wine at the company's Madison showroom.

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