Jonny Hughes - Penthouse Cocktails
#86. 50/50: The Cocktail Box Company Bridging Alcohol-Free and Alcohol-Full
Play Time:
57 Minutes
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QUICK QUOTES:
"Let the low or no spirit be part of a whole orchestra of ingredients... don't let it do the heavy lifting, because it can't, it doesn't have the muscle to do that."
Positioning the communication around the non-alcoholic stuff is really tricky. We post an Instagram story every day, and if we were to do a run of, say, three non-alcoholic-centred posts, then people drop off."
This week, I'm chatting with Jonny Hughes, one-half of the husband-wife duo behind Penthouse Cocktails – a unique at-home cocktail box service offering both alcoholic and non-alcoholic versions of the same drinks. Johnny, who also writes for Low No Drinker Magazine, brings his refreshingly honest and sometimes blunt (be warned!) perspective on everything from balancing a business that serves both markets to the challenges of finding quality non-alcoholic alternatives to his perspective on low/no wines.
Johnny also shares practical tips for making non-alc cocktails at home and explains why their 50/50 business model (right down to their pink and blue branding) is both their greatest strength and their greatest challenge in today's competitive alcohol-free market.
0:00 Welcome
2:16 Johnny's story
6:18 Equality between cocktails
9:33 Alcohol consumption in hard times
11:36 What goes into a Penthouse Cocktail
16:50 Building the business around non-alc
21:20 Taste comparison to full-alcohol
25:45 Making cocktails at home
30:56 Socialising and working together as a mixed drinking couple
35:32 Growing the low/no business
41:56 Serving two markets
46:12 Where to find Penthouse Cocktails
50:26 The BBQ-Q
53:48 AF wines taste like s**t
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