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§ Private Profile · Los Angeles, CA, USA
Non-alcoholic beverage company producing sparkling aperitifs infused with adaptogens and botanicals as elegant alcohol alternatives.
Based in Los Angeles, California, De Soi produces premium sparkling non-alcoholic aperitifs infused with adaptogens and botanicals. The company distributes its low-calorie, refined sugar-free beverages through direct-to-consumer channels and wholesale partnerships with major national retailers such as Erewhon and Total Wine. De Soi has expanded its physical presence to nearly 5,500 retail locations, with projections to reach 8,000 stores while achieving a 250,000-case volume and nearly 500% year-over-year growth in mass channels. The beverage brand secured $4 million in seed funding backed by institutional investors including Willow Growth and Creative Artists Agency. This capital supports a strategic shift toward wholesale operations, which experienced 3.3x year-over-year growth and are projected to account for 72% of total revenue by the end of 2024. De Soi was founded in 2020 by Katy Perry and Morgan McLachlan.
De Soi has raised $4.0M across 1 funding round.
De Soi has raised $4.0M in total across 1 funding round.
De Soi has raised $4.0M in total across 1 funding round.
De Soi's investors include Willow Growth, Bam Ventures, Catapult Capital, Eunoia Capital Partners, Fung Capital, Unshackled Ventures, Willow Growth Partners LP, Gabriel Naouri, Creative Artists Agency.
De Soi is a consumer beverage company specializing in sparkling non-alcoholic apéritifs infused with natural adaptogens and botanicals, designed to mimic the sophisticated experience of alcoholic drinks like wine while promoting relaxation and well-being without alcohol.[1][2][5][6][7] Founded in 2022 and headquartered in Los Angeles, it serves health-conscious consumers, including young mothers, working professionals, and those seeking mindful alternatives to traditional cocktails, with products like Haute Margarita, St. Moritz Mule, Spritz Italiano, and Purple Lune available in cans and bottles.[1][2][5] The company solves the problem of providing a complex, stress-soothing "buzz" minus alcohol and excess sugar, initially through direct-to-consumer (DTC) sales but now thriving via retail expansion into chains like Target, Whole Foods, Sprouts, and Erewhon, plus hospitality channels; wholesale/retail overtook DTC as the top sales channel in 2024, with $4.05M raised in seed funding.[1][2]
De Soi's growth momentum is strong: it secured a national distribution deal with Southern Glazer's Wine & Spirits, projecting store presence from 7,500 to 12,000 in the next year, while hospitality (hotels, restaurants, bars) drives fastest recent gains; its sales team expanded from one to three full-time staff plus contractors amid a fragmented market.[2]
De Soi was founded in 2022 by pop star Katy Perry and master distiller Morgan McLachlan, who connected in 2020 while both pregnant and seeking non-alcoholic options that still delivered pleasure and sophistication.[2][3] The idea emerged from their shared desire for apéritifs—French-inspired pre-meal drinks originating in the late 1800s—that stimulate appetite and soothe without alcohol, leveraging McLachlan's distilling expertise and Perry's celebrity influence to craft products with natural adaptogens for a "feel-good buzz."[2][3][6][7] Early traction came via a Shopify Plus DTC eCommerce launch, with immediate orders after immersive UX/UI design incorporating bottle aesthetics and hover animations; they raised a $4M seed round from Willow Growth Partners and Creative Artists Agency (CAA).[1][2][3] Pivotal moments include regional grocery entry (e.g., Erewhon as a first customer) and the 2024 shift to mass retail, surpassing DTC sales.[2]
De Soi rides the explosive non-alcoholic beverage trend, fueled by health wellness, "sober-curious" movements, and post-pandemic shifts toward mindful drinking, with functional ingredients like adaptogens addressing stress without alcohol.[1][2][4][5] Timing is ideal amid rising demand from young mothers, professionals, and events (happy hours, weddings), where premium NA options fill gaps in retail/hospitality; market forces like fragmented distribution favor its Southern Glazer's partnership for scale.[2] While not a pure tech play, De Soi leverages eCommerce tech (Shopify Plus, Klaviyo, Grin for influencer marketing) and digital optimization to cut customer acquisition costs and unify branding across DTC/retail, influencing the ecosystem by normalizing NA craft cocktails in mainstream channels like Target and bars.[3][4] Competitors like Bonbuz and Sacred Bev highlight a competitive LA-based cluster, but De Soi's celebrity backing and rapid retail pivot position it as a category leader.[1]
De Soi is poised for accelerated growth, targeting 12,000 stores and deeper hospitality penetration while staying "lean and scrappy" via events and premium NA pushes.[2] Trends like functional beverages, rising NA market demand (projected to expand with wellness focus), and omnichannel retail will shape its path, potentially evolving influence through bundles, new flavors, and global expansion. As a nearly four-year-old brand shifting from DTC niche to retail powerhouse, De Soi exemplifies how founder vision and strategic distribution turn non-alcoholic apéritifs into a mainstream "buzz" without the booze.[2]
De Soi has raised $4.0M across 1 funding round. Most recently, it raised $4.0M Seed in July 2022.
| Date | Round | Lead Investors | Other Investors | Status |
|---|---|---|---|---|
| Jul 1, 2022 | $4M Seed | Willow Growth | BAM Ventures, Catapult Capital, Eunoia Capital Partners, Fung Capital, Unshackled Ventures, Willow Growth Partners LP, Gabriel Naouri, Creative Artists Agency | Announced |