Celebrating National Cocktail Day in spirit-free style
Kristina Roth—who famously bought an island off the coast of Finland for exclusive women-only retreats—created Mixoloshe in hopes of evolving the nonalcoholic category.
Ahead of National Cocktail Day, occurring on March 24, I wanted to spotlight Kristina Roth, the CEO/founder behind Mixoloshe.
I first met this dynamic entrepreneur at the Winter Fancy Food Show in January, then I ran into her again at the recent Natural Products Expo West show. Roth’s spirit-free beverages are as exciting as she is and perfectly demonstrate that cocktails don’t need to have booze in them to be considered cocktails. They’re spirited in their own style.
Roth concepted Mixoloshe on the SuperShe Island, which she founded in 2016 after selling her $45 million consulting business. As we were chatting and she started talking about this island, I was like what?! I thought I had misunderstood her, but she indeed founded an island.
The story about it apparently went viral during the height of the #MeToo movement, according to Roth, then picked up steam again during the pandemic. At one point, she says, more than 8,500 applicants were vying for one of eight spots on an exclusive luxury retreat on the 8.4-acre, women-only island.
On SuperShe—situated off the coast of Finland—everything was about health and wellness. There were workshops, yoga classes, and, of course, healthy meals and snacks. Alcohol wasn’t served either, but Roth wanted her guests to indulge beyond the usual smoothies, cold-pressed juices and fruit-infused waters typically found at retreats.
That’s how Mixoloshe was invented. She served guests delicious cocktails without the booze.
“It was about getting rid of toxins, so this lines up with what would eventually become Mixoloshe,” Roth says about the line that was launched March 2022. “I envisioned something super chic and inspired by the island.”
The Mixoloshe cans stand out for certain. Whether they’re on display at industry events like Fancy Food Show and Expo West or the South Beach Wine & Food Festival, their animated, festive designs promise a good time inside. Flavors include Tropical Smoky Margarita, Blueberry G&T, Mango Chili Crush and the newly released Orange Old Fashioned. There are also gin, tequila and whiskey alternatives in her portfolio. Her products are gluten free, low calorie and boast a clean-label focus with few and familiar ingredients.
“I like to call us the ‘next generation nonalcs’ because companies like Seedlip started the nonalcoholic revolution,” Roth says. “For me, it is now evolved. I want to help reshape this category and make it better. Be cleaner. Make it taste better. Be more fun. Bring the party in the can. I’m over all these products that look like speakeasy, old English things. It should be fun. It should be approachable. It should be for the masses.”
Roth calls it the “Alcho-Holiday” concept.
“Consumers should not wait for Dry January or Sober October,” she says. “Any day you take off from alcohol will add a day to your life.”
Roth is making it her life’s work to spread awareness about how much spirit-free adult beverages have evolved.
“Six years ago, I sold my company and bought a private island,” she says. “I’m really fortunate to be able to do the things I want to do and things I am passionate about.
“I don’t drink alcohol any more. I’m really passionate about Mixoloshe, so if I can share something to get people to drink less and enjoy more, then I did something good in this world.”
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Great story! I can't wait to try her different drinks!