You’re at home picturing a balcony in Italy. Sorrento, to be exact. Music is playing in the distance, boats are cruising the sparkling coastline, and you can hear faint laughter from the streets. It’s Aperitivo time, so you prepare an Aperol Spritz and caprese skewers. Nothing feels better than that moment. A dream to hang onto?
After a trip to Italy, Saint Spritz co-founders and sisters-in-law JoJo Fletcher and Mallory Patton fell in love with the iconic Italian flavors and wanted to make them readily available in the states. Instead of booking a ticket back to Italy, they decided to bring the Italian experience home. The duo shared with Beyondish how they captured Italy’s Aperitivo culture in a ready-to-drink package and their journey to growing one of the fastest wine-based brands.
What inspired you both to launch Saint Spritz?
It really happened naturally. We just wanted a better-for-you, ready-for-you version of our favorite drink. We are a very close family, so launching something together felt natural and fun.
How did you come up with the flavors?
We wanted to be hyper-focused as a new business and stick only to iconic Italian flavors and spritzes that you could order at any great cocktail bar: the Amalfi (Aperol Spritz), the Sicily (imagine a sparkling Italian lemonade with a little pizzazz), and Hugo (the Hugo Spritz). After looking at the traditional recipes for these cocktails and seeing that the main ingredients had red dye 40, yellow 6, and added sugar, we knew we wanted to create something better. We wanted our audience to be able to pronounce and understand everything on the ingredient label. We also knew that, ultimately, we wanted to be on the shelves of Whole Foods Market. So we took their strict guidelines and made sure they were our compass out the gate.
Is it possible to capture Italy’s Aperitivo culture in a ready-to-drink beverage?
Step one was creating a liquid that rivaled the best spritzes we had at our favorite hotel bars in Italy. No matter how great your branding is, if your drinks aren’t fantastic, they won’t sell a second time. We spared no expense and led solely with what tasted best. What we loved so much about the spritz was not only the taste, but the occasion of sipping a spritz at Aperitivo hour. We knew that we had to create packaging that reflected the beauty of the Italian Coast. We went with the bold blue and white stripes of the umbrellas from our favorite Italian beach club.
What sets Saint Spritz apart from other spritz brands?
I think we did a phenomenal job of capturing both the flavors and the vibe of the Amalfi Coast in a way that others had not yet done. Both Sicily and Amalfi are 30% juice, and the Hugo is 35%, which gives our drinks a full body, making them taste similar to cocktails at a bar, not just a seltzer.
You’re a a family-owned business. How’s that working out? How do you find the balance?
We love working as a family. For our family, business is tightly woven with our personal lives, so it’s a natural part of our dynamic. As founders, there are some really high highs and low lows; it’s really comforting to have each other to lean on and celebrate wins together. Uninterrupted time being present with our individual families is important, and each of the founders knows when it’s time to put the phone away and be present.
What is the Saint Spritz Country Club, and can our readers attend events?
Saint Spritz Country Club evolved as our way to incorporate our community into incredible events. At Saint Spritz, we wanted to create those unique experiences that customers typically see presented for influencers only, but instead, we include them. The events are always elevated in Saint Spritz style, but the difference here is that they are inclusive, not exclusive. Anyone can join the fun! Follow @saintspritz and you will always know when the next Country Club event is. DM us if you own an amazing pickleball venue and want to host the next Saint Spritz Country Club in your city.
JoJo, you have a background in real estate development and led Season 12 of The Bachelorette. Mallory, you have a background in business development and sales. How did you both adjust to lack of background in the beverage industry?
Having no industry experience has been to our advantage. We didn’t know how hard it would be to start a beverage brand, so we just went for it. We think outside the box and have a non-traditional approach to business. We have the privilege of working with some beverage veterans who have given us great advice along the way. Other female founders in this space have been incredibly supportive, so our advice is to connect with others in your space. They will help you avoid mistakes they’ve already made and steer you in the right direction.
And kernels of wisdom for women breaking into a male-dominated industry?
Trust your instincts and don’t wait for permission to take up space. In any male-dominated industry it can feel easy to question whether you “belong,” but one thing we know as women is that we are built differently. We have this innate strength and resilience inside of us and offer unique perspectives that are not only valid, but incredibly valuable. Bring it to the table unapologetically. Building a strong support network of other female entrepreneurs is an incredibly powerful thing to have around you. Most importantly, always stay authentic to why you started in the first place. When we founded Saint Spritz, we weren’t trying to replicate what already existed. We wanted to create something we felt was missing in this category. Especially from a woman’s perspective. So, if you ever find yourself entering into a male-dominated industry, lean into what makes you different because it might just be your greatest advantage. Don’t let anyone’s naysaying or “statistics” deter your efforts. Work hard, dream big, and believe that nothing can stop you.
Sounds like a plan! Where can we purchase a can or two of Saint Spritz to lead the charge?
This spring, we launched nationally at Target, Total Wine, and select Walmart stores. We have regional placement in Texas with Whole Foods Market, H-E-B, Tom Thumb/Albertsons and many more. We are growing fast, so it’s always best to check out our store locator and see the closest spot: https://saintspritz.com/pages/find-us
Lastly, thoughts on the future?
We want Saint Spritz to become the Maison Perrier of wine-based spritzes, and be available everywhere.
AUTHOR
Allanah Dykes is a freelance writer whose niche is home decor and food, but she has written in almost every field from mental health to political op-eds. Her favorite pastimes are listening to Biggie and Bach and enjoying New York Italian ices and slices
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