Scout Brisson, recently recognized on Forbes’ prestigious ’30 Under 30′ list for 2025, is the driving force behind the success of De Soi. With her leadership, the brand has secured $13 million in funding and has expanded its presence across the nation through retail channels. In a recent interview with BeverageDaily, Scout delves into the brand’s journey and future plans.

De Soi, pronounced as ‘de swa,’ was founded in 2022 by Katy Perry and Morgan McLachlan, a renowned master distiller. Their collaboration stemmed from a shared experience of pregnancy, leading them to identify a gap in the market for elevated non-alcoholic apéritifs. De Soi offers a range of sparkling beverages infused with botanical ingredients like yuzu, rosemary, and lemongrass, along with adaptogens such as reishi mushroom and L-theanine for a buzz without the booze. The brand’s products, available in five flavors, can be found nationwide in retailers like Target, Sprouts, Publix, and Total Wine, as well as online at DrinkDeSoi.com.

The name ‘De Soi’ originates from the French phrase ‘maîtrise de soi,’ translating to self-control. It embodies the concept of embracing pleasure with restraint, reflecting a sense of empowerment rather than limitation. De Soi aims to provide consumers with sophisticated, great-tasting options that align with their values of intentionality and balance in life.

Targeted towards modern millennial drinkers, De Soi caters to individuals seeking alternatives to traditional alcoholic beverages. With a focus on flavor and experience, the brand’s offerings, such as St. Moritz Mule, Très Rosé, and Spritz Italiano, provide unique and refreshing twists on classic cocktails and wines. The beverages are lightly carbonated, multi-faceted, and perfectly balanced, avoiding overly sweet profiles commonly found in mocktails.

De Soi’s use of natural adaptogens like reishi mushroom, lion’s mane, and L-theanine aims to replicate the calming effects of alcohol without the negative consequences. While acknowledging the growing trend of alcohol alternatives emphasizing functionality, Scout believes that delicious non-alcoholic options without added benefits will continue to be significant in the market.

Katy Perry’s involvement as a co-founder brings creative vision and attention to detail to De Soi, enhancing product development and amplifying the brand’s reach. Her global influence contributes to educating a vast audience about non-alcoholic alternatives, reinforcing the brand’s position in the market. Scout compares Katy’s role in De Soi to jet fuel, highlighting the importance of a strong brand story, product quality, and team collaboration in achieving success.

Since its launch in January 2022, De Soi has experienced rapid growth, expanding from initial skepticism from retailers to over 6,000 nationwide doors. Scout reflects on the brand’s early challenges and the journey to establishing De Soi as a prominent player in the non-alcoholic beverage industry.

In conclusion, De Soi’s innovative approach to non-alcoholic beverages, coupled with Scout Brisson’s leadership and Katy Perry’s creative influence, positions the brand for continued success and growth in the market. With a focus on quality, flavor, and consumer experience, De Soi remains a standout choice for modern drinkers seeking sophisticated and refreshing alternatives to traditional cocktails. The demand from consumers is a driving force in the beverage industry, prompting major chains to create dedicated sets for non-alcoholic brands. This shift has led to significant growth in the non-alcoholic category, with a 30% year-over-year increase, making it the third fastest-growing consumer packaged goods category. As a result, De Soi, a leading brand in this space, has seen remarkable success and is available in over 6,000 retail locations including Target, Sprouts, Publix, and more.

In addition to retail growth, De Soi has forged strategic partnerships with key on-premises accounts. These partnerships have included collaborations with high-profile venues such as Resorts World in Las Vegas, goop Kitchen for the launch of Spritz Italiano, and menu placement at Soho House nationally. These partnerships have not only expanded the brand’s reach but have also solidified its presence in the market.

Looking ahead, De Soi has an exciting roadmap that includes product innovation, new account launches, and expansion plans. While specific details are not yet available, the brand is poised for continued growth and success in the non-alcoholic beverage sector.

One key aspect of De Soi’s success has been its approach to securing retail placements. The brand has employed a mix of strategies, including proactive outreach and persistence in gaining acceptance and launching in new locations. By seeking feedback from buyers, iterating on their offerings, and consistently revisiting opportunities, De Soi has been able to secure coveted shelf space in top retailers.

When it comes to where De Soi prefers to be stocked, the brand aims to be alongside other non-alcoholic beverages in the adult beverage section. This positioning allows for cross-shopping opportunities and caters to consumers who are seeking non-alcoholic alternatives. The brand’s vision aligns with the growing trend of dedicated sections for non-alcoholic beverages in retail stores, signaling a shift in consumer preferences.

As for the future of the alcohol-free category in the US, De Soi’s founder predicts continued growth and awareness, driven in part by concerns over the negative effects of alcohol. With increasing awareness of health risks associated with alcohol consumption, more consumers are likely to seek out lifestyle changes and substitutes for traditional alcoholic beverages.

In terms of upcoming initiatives, De Soi is gearing up for a busy January, a month known for increased interest in non-alcoholic options due to initiatives like Dry January. The brand’s “Social Reset” campaign aims to show consumers that opting out of drinking doesn’t mean missing out on social experiences. By hosting events, partnering with wellness studios, and collaborating with like-minded brands, De Soi is making it easier for consumers to discover and adopt non-alcoholic alternatives.

Reflecting on the journey in the alcohol-free alternatives category, the founder of De Soi finds inspiration in the personal messages from individuals whose lives have been positively impacted by the brand. These testimonials serve as a reminder of the brand’s larger mission to provide a way for people to partake in social rituals without the need for alcohol. By offering a range of innovative and flavorful products, De Soi is not just selling beverages but also providing a pathway to healthier and more mindful choices for consumers.

In conclusion, De Soi’s success in the non-alcoholic beverage market is a testament to the brand’s commitment to innovation, strategic partnerships, and consumer-centric approach. With a focus on quality, taste, and social impact, De Soi is well-positioned to lead the way in the evolving landscape of alcohol-free alternatives. Effective Communication Strategies in the Workplace

Communication is a vital aspect of any workplace, as it plays a crucial role in ensuring that tasks are completed efficiently and effectively. In order for a business to thrive, it is essential for employees to be able to communicate clearly and openly with one another. By implementing effective communication strategies, organizations can foster a positive work environment, improve productivity, and enhance overall success.

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In order to foster effective communication in the workplace, it is important for organizations to create a culture of transparency and openness. Encourage employees to share their ideas and opinions, and provide opportunities for open dialogue and discussion. By creating a supportive and inclusive environment, organizations can empower their employees to communicate more effectively and work together towards common goals.

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