Booming Craft Spirit Industry, Changing Consumer Tastes Drive Growth for Top Note Tonic
According to Mary Pellettieri, co-Founder of Top Note Tonic, there’s a significant gap in the craft mixer market that her company is ready to fill. She points to a May 2018 report from Morgan Stanley that identifies the U.S. tonic market as half the size of the UK market but with nine times the craft spirit producers.
“The American market is underserved. It needs a homegrown, independent mixer brand to pair with the tremendous growth of the craft spirits industry. Plus, there hasn’t been innovation in the mixer beverage category in more than 50 years,” says Pellettieri. “Top Note mixers are fresh, playful and encourage experimentation. I crafted them for mixability, drinkabilty, quality and versatility to elevate the modern cocktail experience.”
In 2014, believing that beverage mixers needed a craft brewer’s touch for innovation and flavor balance, Pellettieri and her partner, Noah Swanson, teamed up to launch Top Note.
Pellettieri is a 20-year craft beer veteran with a degree in botany who spent eight years at Goose Island and helped launch many of the brewery’s highly regarded labels, including Matilda, Sofie and 312.
She applied her experience and knowledge to create Top Note mixers, which have a unique set of flavors and formats that have broad appeal in the cocktail space.
“Today’s cocktail consumers are seeking modern flavors, healthier options and less fuss in beverage mixers,” explain Pellettieri. “They want to make drinks that sing and we deliver that with our mixers.”
Fundable.com Equity Round
This summer, Top Note is launching a $1 million round of equity investing on Fundable.com. The funds will support a build out of its sales and marketing team and pipeline new products.
Top Note has previously raised more than $500,000 from a friends and family round. The company is now seeking an equity partner to grow into larger grocery channels.
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Top Note Products & Awards
The Top Note line features sparkling Indian Tonic Water, Bitter Lemon Tonic and Ginger Beer. Last year, Top Note’s Indian Tonic Water won a coveted sofi™ Award from the Specialty Food Association as “best new cocktail mixer in the U.S.”
Indian Tonic Water showcases Pellettieri’s innovative approach to ingredients since it’s the only craft mixer to combine bitters and quinine.
This fall, Top Note is introducing two additional flavors – Grapefruit and Classic Tonic. The company is also debuting 750 ml bottles to better serve holiday gatherings and parties.
Market Penetration
In 2017, Top Note successfully entered the Chicago market and is now featured at trend-leading bars and restaurant groups throughout the city, including The Whistler, Frontera (Rick Bayless Restaurants), Soho House, One Off Hospitality and a number of others.
Top Note is also on shelf at Fresh Thyme, Home Goods and Whole Foods regionally, as well as independent and specialty grocery stores and retailers throughout the Midwest.
In 2019, Top Note plans to increase its presence in Minnesota and push east into the Mid-Atlantic since it’s an active and experimental cocktail market.
The Bitter Housewife Cardamom Bitters Honored by Specialty Food Association
The Specialty Food Association (SFA) announced that the Bitter Housewife Cardamom Bitters from Improper Goods, LLC has been awarded the 2018 sofi™ Award for product of the year.
“For 46 years, we’ve presented sofi Awards to the best of the best in the specialty food industry,” said Phil Kafarakis, President of the SFA. “Our product of the year winner comes from an amazing field of competitive products in 39 categories. It’s exciting to recognize Improper Goods and have the Bitter Housewife Cardamom Bitters named 2018 product of the year. They truly embody the passion and innovation that our industry stands for, and we predict great things ahead for them.”
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“We are honored that our Bitter Housewife Cardamom Bitters have won not only a coveted gold sofi Award, but also product of the year,” said Dylan Myers, Vice President of Operations, Improper Goods. “Improper Goods is all about making cocktails fun and approachable. Each of our flavors is made with real ingredients to make cocktails taste better. We’re excited to continue our journey leveraging this incredible recognition.”
The Specialty Food Association has been presenting sofi Awards since 1972, celebrating culinary excellence and creativity worldwide through honoring the outstanding work of its members. The sofi is recognized across the food industry as a symbol of extraordinary quality. This is the second time that a product of the year award has been presented. In 2017, the award went to Anastasia Coconut Cashew Crunch with Chocolate Drizzle from Las Olas Brands.
O. Vine Wine Water Reinventing the Near Water Category
Wine Water Ltd., an Israeli startup, is launching O.Vine, the first spring water infusion with the spirit of wine. Alcohol-free O.Vine brings an intoxicating aroma and refreshing taste to any table. The new line will be launched at the Fancy Food Show in New York, June 30 to July 2.
O.Vine is shaping a new near water category inspired by the world’s two oldest beverages: water and wine. Combining the benefits of healthful extracts wine grape skins and seeds with pure spring water, O.Vine is an all-natural, non-alcoholic beverage without preservatives or added colors. Its color and ingredients are derived from red or white wine grape waste.
“Developing O.Vine was extremely challenging,” explains Anat Levi, CEO and Founder of Wine Water. “Based on our winemaking expertise, we designed proprietary technology and specialized techniques. These methods prevent oxidation – the main obstacle to keeping the beverage fresh and shelf stable – without alcohol and without preservatives.”
O.Vine was conceived in collaboration with award-winning Practical Innovation, Israel, the creative brain behind brands worldwide. The team succeeded in developing clean, controlled process to prevent oxidation, all while maintaining the wine’s appealing natural color and aroma.
Over the last 20 years, Levi, a seasoned wine executive, has been a dynamic force in the wine industry. She was the CEO of Golan Heights Winery for nearly a decade.
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“I’m passionate about creating innovative beverages based on winemaking traditions, proliferating wine’s wellness benefits and raising the lifestyle to a new level,” says Levi. “When you are in the business of natural premium beverages, Mother Earth’s gifts such as spring water and soil are key factors in your success. So, it is only natural to do whatever you can to protect them. All of my recent initiatives have leveraged sustainable approaches, which have mainly been producing eco-friendly products with a minimal footprint.”
“Our mission was to create a pure water sensation that not only inspires consumers to appreciate wine’s complex flavors and aromas, but also leverages sustainable principles by reusing the skins and seeds from the wine grapes remaining from the winemaking process,” explains Tal Leizer, CEO of Practical Innovation.”
“Drinking wine is a pure pleasure, but not all consumers are able to indulge due to its alcohol content. For example, it is recommended that pregnant women avoid alcohol entirely,” adds Levi. “O.Vine imparts the wine sensation and awakens the memory of drinking wine. The beverage delivers the health benefits of antioxidants – without the alcohol. Moreover, by upcycling the excess wine ingredients, the product is environmentally friendly.”
The O.Vine line features two still beverages and two carbonated drinks, which are available in red varieties (from cabernet, merlot, syrah and petit verdot) and white varieties (from riesling and gewürztraminer).
