Today, on Consuming the Craft, I was absolutely thrilled to chat with the innovative Sara Stender Delaney, who shook up the beverage scene with her inspiring caffeine-free spritzers. We navigated the complexities of marketing a new niche in the drink aisle and unraveled how her creations cater to an evolving demographic seeking health-conscious alternatives to soda and alcohol. Sara's entrepreneurial spirit and commitment to consumer education left an impression, especially as we considered the challenges of product placement and the diverse palates of today's conscientious shoppers.

"Marketing a unique product isn't just about the shelves it sits on; it's about the story they tell and the lives they touch." ~ Sara Stender Delaney

Sara is an award-winning beverage creator, TEDx Speaker, and the Founding CEO of Sarilla, a social enterprise with two Fair Trade-certified product lines, including a sparkling nonalcoholic beverage and loose-leaf tea. She has been partnering with the people of Rwanda since 2007, sourcing premium-grade tea from farmer-owned cooperatives and growing their botanicals on the Ubuzima Healing Garden Farm using regenerative agriculture methods. Sara has been leading curated Crop to Cup tours to East Africa since 2012, and before launching Sarilla, they founded a nonprofit that serves women with a history of trauma in Africa Healing Exchange. Sara was the first national coordinator for Fair Trade Towns and helped launch the Fair-Trade University program in 2007. She currently lives with her family in Asheville, North Carolina.

Today on Consuming the Craft:

·     Innovative caffeine-free spritzers are poised to create a new beverage category.

·     Strategic digital marketing to introduce consumers to these unique products.

·     The importance of product placement for perimeter shoppers in grocery stores.

·     Partnership with the Pink Boots Society boosts representation and supports gender diversity in the craft brewing industry.

·     An upcoming app evaluation to underscore nutrient density and product quality transparency.

·     Discussing the risks of alcohol extraction and advocating for healthier alternatives.

·     "Dry tripping" and lifestyle choices influence the demand for non-alcoholic beverages.

·     Rollout of new flavors reflecting diverse consumer tastes and health benefits.

Connect with Sara:

LinkedIn

Ted Talk

Drink Sarilla

African Healing Exchange

Resources:

Pink Boots Society

Yuka app for evaluating nutrient density and quality of ingredients.

This episode is brought to you by…

McConnell Farms - Taste the Way You Remember. Enjoy homemade ciders and ice cream made from only the best produce on the market. Visit the McConnell Farms website to learn more about our seasonal inventory and the delicious creations you can make with our homegrown produce.

Consuming the Craft

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