Nonalcoholic Beverages

When Vanessa Royle started her MBA program in 2020, she had recently quit drinking – but found herself surrounded by professors and classmates who were routinely consuming fancy cocktails and glasses of wine. Royle realized, whenever she socialized with them, that there weren’t a lot of good non-alcoholic options for adults. She found herself limited to sparkling water or diet sodas, as the sugary mocktails on offer at the time would give her headaches. In 2023, the Santa Barbara, California-based entrepreneur decided to make better options for herself and her fellow teetotalers, and launched Tilden Cocktails with business partner Mariah Hilton Wood. Today, the company offers non-drinkers a line of layered, complex beverages for social gatherings – or a sophisticated drink to enjoy on one’s own. Here's our lightly edited Q&A with Vanessa Royle, from The Story Exchange 1,000+ Stories Project. How is your business different from others in your industry? Our cocktails were developed over the course of two years, with hundreds of recipes tried and tested. We intentionally sourced sophisticated, culinary-grade ingredients that we can layer to add complexity, depth and flavor to the perfect non-alcoholic cocktail. They specifically stand out because they're under a gram of sugar per serving, free of preservatives and mind-altering ingredients, and only need to be poured over ice to be enjoyed. Tell us about your biggest success so far. Our Lacewing cocktail took home Best In Show - NA Cocktail at the L.A. Spirits Awards in 2023, just five months after launching. This was a huge achievement for us because the award competition was judged by industry heavyweights, lauded mixologists and alcohol drinkers. Having our years of development be recognized in this way was a huge signal to us that we are on the right track and building a company that will really resonate. What is your top challenge and how have you addressed it? We have proved that our product is best-in-class and loved by bartenders, mixologists and consumers alike. But getting past the first 200 bars and restaurants is difficult. So far, my co-founder and I have personally sold 300+ accounts, but we're at an inflection point. We've brought on distributors to help us scale more rapidly, but building out the right sales team, aligning incentives, and motivating the distributors is our next challenge to overcome. We've hired part-time sales reps to be out in the market, alongside us selling and getting the Tilden brand out there. This all takes time, grit and dollars, and we're trying to do it in a way that will build on the strong foundation we've established. Have you experienced any significant personal situations that have affected your business decisions? I had my first son one year ago. He's the light of my life, but balancing early motherhood has been challenging. My co-founder has a 2-year-old daughter, which has been amazing from the perspective that we both understand the balancing act we're performing. It's not easy, but I've appreciated how motherhood has forced me to ruthlessly prioritize. I truly only pay attention to the things that matter now, both in my business and in my personal life. I don't have time to dwell on little mistakes, negative comments, or drama. Opinions from outsiders have been something I've had to manage and grow from. I am a self-described people pleaser, but I've grown a much thicker skin in the four years I've been working on Tilden. Whether it is from VCs, negative feedback from Kevin O'Leary of Shark Tank (he really did not like my business idea), or snide comments from older men about my "little drink business," I've had to build inner confidence and tenacity in ways I never have before. I'm grateful that I'm having this experience because it's truly made me a tougher person and a more resilient human being. What is your biggest tip for other startup entrepreneurs? Just because someone else has done it one way doesn't mean you have to. In the first year of my business, I got caught up with trying to emulate what I saw others doing. I was in business school at the time, so I was reading cases, constantly talking to entrepreneurs, and seeking out advice wherever I could find it. I learned a ton and picked up a number of great advocates and advisors along the way – but I also got tripped up trying to copy everyone else’s playbook. Doing this gave me a fake sense of confidence, and when certain things didn't play out how I expected them to, I became discouraged. It has only been in these last six months of business that I've realized I know my business better than anyone else, and I need to have the confidence and vision to build my company the way I want to. How do you find inspiration on your darkest days? My co-founder lifts me up when I'm feeling demotivated. We are a bi-coastal team, but we've built a routine of regular meetings and zoom working sessions to make it feel like we're working in the same room. I can always count on her to give me a pep talk when I need one, and offer a fresh perspective on something I'm struggling with. I have also found that doing markets, pop-ups and customer events always inspires me. Seeing my cocktails make someone's day is the best inspiration I could ask for. I am regularly surprised by how excited customers get to discover and try my product, and it reminds me of why I'm doing what I do. What is your go-to song to get motivated on tough days? "Lose Yourself" by Eminem will always put me in the right headspace to get after it. Who is your most important role model? My co-founder Mariah. She's the opposite of me in a lot of ways, and we come from very different backgrounds. When I'm feeling doubtful, she expresses confidence. When I need a different perspective, she always has one ready to go. Where I am hyper-realistic, she's a dreamer – and I truly look up to her (even though she's younger than me). I wouldn't be able to do what I do without her, and I truly appreciate how much she's helped me grow as a leader and CEO. She's extremely inspiring, and it's been an amazing experience to build this company alongside her. Instagram: @drinktilden Share your story! Check out our Advice + Tips for entrepreneurs starting-upWatch our latest videosSubscribe to our podcast

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