It’s a “teenager’s dream”: Alcohol-free options continue to expand for those seeking sobriety in a social world. Their latest, Katy Perry and Morgan McLachlan’s De Soi, recently closed a $4 million seed round to spread the brand’s health-conscious fizzy beverage nationwide.
With the growing popularity of the “sober and curious movement”, another virgin drink has appeared on the scene. De Soi, a new line of non-alcoholic appetizers from pop star Katy Perry and award-winning distiller Morgan McLachlan, announced today the closing of a $4 million seed funding.
The tour, led by Willow Growth in partnership with the entertainment and sports agency Creative Artists Agency (CAA), will help the brand expand across the country, according to a statement shared with The Drum.
De Soi founders, Katy Perry and Morgan McLachlan / De Soi
De Soi was born when Perry and MacLachlan met in 2020. At the time, both women were pregnant and looking for ways to relax without getting drunk. The low-calorie fizzy drink currently comes in three flavors — Golden Hour, Purple Lune and Champignon Dreams — and is aimed at “the discerning millennial woman looking for an adult, attentive beverage with elegant flavour,” according to officials. “De Soi is all about balance – being able to enjoy the evening and the next morning,” Berry said in a statement. “It allows busy young mothers like [McLachlan] And I, or anyone who might want a drink without a hangover, to enjoy the social ritual of having a drink with friends and get on with the life of the party.”
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At the time of De Soi’s creation, the non-alcoholic beverage category was booming, reaching a valuation of $820 billion in 2020, according to Digital Journal data, as brands like Athletic Brewing’s non-alcoholic craft beer and Betty Buzz, and Blake Lively’s Guilt Free emerged. Soft drinks to seize the opportunity of the “sober and curious” consumer.
However, De Soi’s ingredients separate it from the rest of the many non-alcoholic offerings on the shelf, according to McLachlan. “Unlike our competitors, De Soi is not a simple agent for today’s alcoholic beverages,” said MacLachlan, winner of this year’s Food and Wine Innovator of the Year award. “Instead, we blend culinary botanicals like yuzu, black currant, and rose with relaxing converters, like reishi mushrooms and ashwagandha, for three unique, diverse, sparkling appetizers that are meant to be enjoyed just as you would with a glass of fine wine.”
Since then, De Soi has garnered a fan base for celebrities including Kris Jenner, Amy Schumer and Chelsea Handler. While it is currently available at retail locations such as Foxtrot, Boisson, and Total Wine in California, the brand plans to open new retail doors across the country.
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