How to Create a Sexy AF Movement with Jo-Anne Reynolds

My guest today is Jo-Anne Reynolds; the Founder & CEO of Sexy AF. Contrary to what you might think, AF stands for alcohol free and Sexy AF is a 100% alcohol-free company that produces the world’s best tasting, alcohol-free spirits.

I invited Jo-Anne to be a guest on my show to learn how this mother of two created a successful, award-winning brand right in the middle of a global pandemic. I wanted to discuss her sexy name and branding. And I wanted to get her POV why there’s been a recent a rise of the non-alcoholic and alcohol-free culture.

Thanks for listening! If you enjoyed this episode, please leave a 5-star rating along with a brief review.

About Me
Hey there, I'm Joelly - the Branding Badass. My badass superpower is helping you build a brand that matters. From branded merch to brand consulting, when you work with me, you get results!

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Transcript

Joelly Goodson Lang: 0:10

Hi, I'm Joelly, your branding badass, and welcome to my new podcast, branding matters. Today I'm sitting down with Joanne Reynolds, the founder and CEO of a brand new company called sexy AF. A contrary to what you might think AF stands for alcohol free spirits. Originally from South Africa, Joanne moved to Calgary 11 years ago as a single mom. And even though she comes from a corporate background, she has always had an incredible entrepreneurial spirit. And that was her motivation for launching this incredibly sexy brand. I invited Joanne to be a guest on my show to learn how she managed to create a successful award winning brand, right in the middle of a global pandemic. Of course, I wanted to learn what was behind that sexy name and branding. And finally, I wanted to get her point of view on why there's been such a rise in non alcoholic and alcohol free beverages in the last year. Joanne, welcome to branding matters.

Jo-Anne Reynalds: 1:16

Thank you so much for having me on today. Oh, well,it's my pleasure. So first, I want to ask you, do you go by Do you like Joe or Joanne?ooYou know, most people call me Joe. So I'm totally fine. Just being called Joe.

Joelly Goodson Lang: 1:28

Okay, that's so funny, because my name is Joelly. And only my family calls me, Joe. Now for any reason. I mean, anybody can call me that. But I'm named after my grandfather, and my mom and all my siblings call me, Joe. And I

Jo-Anne Reynalds: 1:39

love that.

Joelly Goodson Lang: 1:40

Yeah, well, you know, it's easier to say than Julie, people have a hard time pronouncing a lot of times. So speaking of names, let's talk about this. First and foremost, is the name of your brand sexy AF because I love the name. It's what attracted me to your brand right away. And one of the reasons why I reached out to you so can you please tell me about how you came up with that name? And what was your motivation?

Jo-Anne Reynalds: 2:06

Absolutely. So the name sexy AF spirits, when I was trying to think of a name that would stand out. And considering it's in new markets. It's an emerging tech term in the beverage world, what name Could I come up with that people would remember good battle and difference? And thinking about the brand itself that wanted to be young and cool and catchy? What can I come up with? And I thought, well, I don't want to be boring as fuck. So I thought I want to be sexy. Oh, come on, who doesn't want to be boring as fuck? And I know, right? AF was just a play on the alcohol free because our company is 100% alcohol free. It's a really worked out well, for me to have a short name that I could get the URL combo that I could brand on social media and sexy ATF just stood out. For me.

Joelly Goodson Lang: 2:54

It's a great name. Did you come up with other alliterations? Before you came up with that one? Or was that the first name out of the gate?

Unknown: 3:00

You know what that was the first name at the gates when I was looking at products that are already on the markets thinking. I don't really know how they could brand it or how they could really market it too well, and I really wanted something that I could have fun with and play with. So I really went for 360. With regards to I don't want to keep it conventional. I don't want to keep it status quo. What could I do? That was really bad outage. When it came to wording it definitely stands out.

Joelly Goodson Lang: 3:27

What about the idea of sex sells? I mean, did that

Unknown: 3:30

play into it at all? Well, sex definitely sells. And for me, my initial thought was let's flip the stigma on his head. So my vision was to have these super hardcore bartenders serving us ladies drinks, etc. Because you're right at the end of day six does sell and you know what us woman need a bit of eye candy to to have a look at and enjoy when we are getting served 68 of cocktails. So absolutely.

Joelly Goodson Lang: 3:55

Who is your target market plug market,

Unknown: 3:57

it really is a broad spectrum. It varies from ages 20 years up to 50 6070 year olds, as well as millennials and Gen Z is these kids, they don't want to drink alcohol. So our market is really, really broad. In addition to we have a gender inclusivity manager that deals primarily with our ob GQ community, which is just amazing. So a lot of the times I get asked for who primarily drinks your product, man or woman? And then I say, Well, no, you can't ask me that because you have a whole other community out there that loves sexy AF spirits and who are alcohol free. So when it comes to demographics with regards to age and gender, we cover everyone, do you

Joelly Goodson Lang: 4:38

find that for the older demographics, people like myself, who is sort of in the higher end when you were mentioning all the different ages? Do you find that the older generation are at a point where they don't want to drink as much as they used to 1020 years ago and so this is an alternative

Unknown: 4:54

for them. I do 100% agree with that. I think they're taking a look now and saying this was okay 2030 years ago, but now times are changing. People want to live longer, they have enough resources to live a more fulfilled life. And when it comes to thinking that way you think about mindful drinking.

Joelly Goodson Lang: 5:11

Okay, so let's back up a little bit. Let's start from you are a business woman, you're a mother of two daughters. What a great mom role model you are, by the way, and you decide you want to launch this business, what was the inspiration for you to launch the business? What motivated you?

Unknown: 5:28

Great question. So I come back from a ghost trip in California. And I know that a lot of my girlfriends don't drink for religious reasons, which is totally understandable. And here I am sitting drinking cocktails and wine and an edition of the Keeler and I'm just having great time. And then every time we go out for lunches and dinners, my girlfriend's on drinking, and one's training for a marathon one's trying to get pregnant, and then really want to tell anyone, so they didn't really say why she wasn't drinking. And it just gets to this awkward stage where the bartender's like, I'll make you whatever you want. And then they're like, I don't know what I want, because I don't drink alcohol. And I'm tired of drinking water. I don't want sugary drinks. I don't want to Shirley Temple. I'm like, young kid. And this happened throughout the trip. And I get back home. And I said to my husband, I said, I had a great time. But my girlfriends, but I want to create a line of products that when I go back, we can order this fun, classy, sophisticated drink that makes us feel like we're included. And I want my girlfriends to be included. And I want them to feel like not ashamed or millions of questions as to why you aren't consuming alcohol. And he's like, Well, that sounds like a great idea. And he like run with it like no, no, like, what do I do you do the research, market research, figure your idea out, put it down to paper, and I made it happen? You

Joelly Goodson Lang: 6:38

know, it's very true. It's funny, you were talking about the stigma. And I was thinking about that. And someone was like it's expected of you. And there's that social pressure when you're socializing to be drinking? And if you're not, and there's also that, Oh, come on, I just have wine. Oh, come on. Especially I think it's more for men than for women, right? It's like, Oh, come on, come on round of drinks. And you hear that all the time. And so you're right, taking that stigma away, and then also adding the sexiness into it. I love that that's a really great way of looking at it. So you decided to launch in March 2020, March 2020, it was quite an interesting date. very significant. I don't even know if I have to say it. But I think I will just for anybody out there who may be I'm from another planet, because I was right around the time when the pandemic hit. So here you are launching a new brand, a non alcoholic brand, right when a huge global pandemic is hitting. Not only that, but then we went into shutdown where bars closed, restaurants closed. Now, here you are, how did all that affect your launch?

Unknown: 7:42

It was a wild, if you could imagine the worst thing happening when you're starting a business, you wouldn't put global pandemic on the top of the list. So I feel like it's just my life like these things happen to me. And I'm a firm believer things happen for a reason. So as you said, March 2020, almost this time to the day last year, like perfect, I'm going to launch 60 of spirits are created it that it's going to be full bars and restaurants to start with. And then they're going to play around with the product and they're going to have fun and then it's going to trickle down to consumers and hope we go and then it's like COVID 2020 bars and restaurants shut down immediately. Everyone stay home. That's it. And I was like, Oh my god, I don't know what to do. What I did is I threw up a website and I started going direct to consumer and and easy but it's not because now you have to immediately self educate the consumer as to what to do with this product because they've never seen the product number one, number two, it's a whole new industry. Number three people are trying to find things to keep them sane and turning to the alcohol the cigarettes that you name all these classes chose to keep them on during a pandemic so I have all these things against me while I'm launching now looking back on it I said everything happens for a reason I believe in hindsight was the best thing ever because at first everyone did start drinking a lot again it's everyone was like I can cope Concord with my kids at home my husband's driving me crazy. I just need to like drink the government kept all the liquor stores open and people just started having a free for all they were drinking morning noon and not was so much fun. And then it was so much fun until they realized I still have to homeschool my kids now I still have to be on the zoom call at eight o'clock in the morning and I still have to run the household etc. So then we got to be coming night fine. And then people started thinking well, maybe there's something else out there. And that's the same time that I was launching sexy. I really don't think a pandemic pushed this whole new sector to the forefront and I felt like overnight products started popping up alcohol free non alcoholic you name it, you name it,

Joelly Goodson Lang: 9:32

you name it when all that happened right at the beginning. Did you panic? Like was there a moment where you thought I can't do this? Like I'm not gonna do it? Did

Jo-Anne Reynalds: 9:38

you ever

Joelly Goodson Lang: 9:38

consider that or did that not cross your mind?

Unknown: 9:41

I did panic a lot. Because your husband they're calling

Joelly Goodson Lang: 9:44

you giving you a drink in the background?

Unknown: 9:50

No, it was just like, What do I do? I have two daughters 16 and nine. My husband had his stuff going on and there's no one to turn to either. This is a whole new industry, I don't know who to turn to when it comes to launching anything. It was so scary it was. So out of my comfort zone, it was daunting to say the least. And here's me all along, I've got this great idea. And I'm like, Oh shit, I actually have to put this into action, I actually have to make it happen now, because I feel like it was now or never to be in the forefront of this industry. Because my goal is to eventually be global, be in every market around the world and to be the leader in industry. So if I'm going to do this, I have to do this. Now. Whether it's 100% perfect. Whether or not everything is on point, I have to put my foot down and say go,

Joelly Goodson Lang: 10:32

I agree with you. You know what, you can't let fear stop you. And I'm sure there probably was a minute or two where you sort of went Holy shit, and then you're like, Okay, now what? And like you said, you know, to use that overused term, right now pivot, but then you decided to go direct to consumer, which you did. And clearly it worked for you. And you've been running super busy and very successful. I'm just curious, what is the difference between non alcoholic and alcohol free?

Unknown: 10:57

You know what, that's a very, very important question. And non alcoholic means we take the product, they add alcohol to it, and then they distill it down to a certain percentage, and then they add water to it. So they're still up to an open 5% alcohol in that product, as opposed to alcohol free, which is fixie as a persons is completely different. We never want to touch alcohol in our process. Our botanical by volume is what we call it is 30%, which makes our product very, very strong. It's not watered down. So right now there is a huge differentiator with non alcoholic and alcohol free. So very, very good question. And just be wary of that.

Joelly Goodson Lang: 11:32

What about someone who says okay, well, I'll just have a cranberry and soda or juice or pop? I mean, I call them non alcoholics. Is that the right term? Or is there another term to call? Everything that doesn't have alcohol?

Unknown: 11:43

I call it juice juice. Okay, you, you would find it a juice aisle with the kidneys juice boxes, right? And so it's not quite as sexy. You're literally drinking juice, right? Okay. I'm just an example. I'm drinking. I haven't taken a sip yet. Because

Joelly Goodson Lang: 11:58

this is this is audio but the audience can't see that looks beautiful.

Unknown: 12:02

But I just wanted to show Yeah, amazing. I'm busy drinking and it's going to be on our Instagram Live coming up. We just called it the blueberry virgin salad. It has some freshly squeezed lemon juice, or Virgin and an egg white with some blueberries on top and some lemon. So that for me is what a 60 af cocktail, mocktail, whatever you want to call it North concentrated juice full of sugar and derivatives. And

Joelly Goodson Lang: 12:29

so it's good for you as well.

Jo-Anne Reynalds: 12:31

It is good for you. Yeah.

Joelly Goodson Lang: 12:32

Which is important that because people I think are more health conscious than ever before. So you mentioned COVID. Let's go back for a second when we talked about COVID. And I can tell you, when COVID first hit, I was drinking probably I'm not even exaggerating seven nights a week because we never expect it to last as long as we did, we thought it was going to be like an extended holiday, right. And the excuse was that well, it's COVID. So ate a little bit too much drank a little bit too much really just overindulge. And I think a lot of it too was probably to help with the anxiety. I mean, it's been proven that COVID is really effective people's mental health and substance abuse has gone up. There's no denying that. So at the beginning, it was very much like drinking all the time. And then after a while, I think when we realize that COVID is going to be here for a lot longer than we thought and my pants weren't fitting and I was feeling crappy all the time. And when you're feeling bad, physically, you feel bad emotionally. I mean, I'm a huge advocate of health and fitness and eating healthy and exercise and all that. And so you know what, the gyms closing everything, it really affected my mental health in a big way. And I'm assuming it did everybody else. And back to like not drinking again and exercising. Do you find that trend is happening on a? I mean, I'd say on a global scale. But let's just start with I guess a local skill. Are you seeing that with the increase in sales of sexy AF

Unknown: 13:47

you know what I really am. And I feel like it only took one person or a friend of a friend or word of mouth, just start opening up the conversation about honesty regarding just how much you drink. Sure you go to the doctor and you fill out their little. How many drinks units do you have a week and you say wine, right? Like, everyone does that. But I think they've got really serious because of the effect that alcohol has on one's mindset when it comes to that it is a depressant. So why are we drinking so much sugar and COVID? And we're feeling really, really depressed and then you get down and why is it that everyone else is feeling the same way and then you start having these conversations? And yes, it's really really good to talk with very good therapy to talk to one another and then to also be honest, not only with yourself and with your peers and with your friends around you saying oh my god, I am drinking like a bottle and not I don't think this is no minor we all doing it. But the adverse effects of your mental states and the UK there are now when I was doing my research, there were five years ahead of us with regards to and I call it the sober curious movement because here's the thing, you're sitting on the fence and you're looking in throwing I do like to drink but I don't want to give up alcohol completely but I feel like in my gut, I need something different and what is out there for me and as You're going through these thoughts, these new products start popping up these new categories start coming to the forefront. And then you see Oh, actually, maybe there is a demand for it. Maybe I'm not the only one that feels this way. Because look, this product is now out there that can help us with this. And you're like, Okay, well, then that's a good thing. And then you go from server curious, you now it was a broad string, then it becomes a regular currency that becomes a healthy new habits. So you're replacing the alcohol consumption every night with 60 af or any other product that's alcohol free, and it's almost comforting feeling in a way that you have something to substitute it with, as opposed to going cold turkey going, Okay, you know, maybe I am drinking too much. But if I quit doing what I do, is there going to be the stigma or my friends are going to like me, because I'm not drinking, you want to be healthy. And I feel like it's these small little conversations that have kept happening over time over the last year and a half here, especially in North America, Facebook groups popping up left, right and center now that I am actively involved in and participates in quite regularly with regards to people in Canada in the US going it's not fair. The UK has all these products and Canada has none. And then I'm the cheerleader going, no, no. It was a gradual change. I feel like there was the slow undercurrent taking place with regards to it. But seeing how adaptable and how amazing the UK is taking it on they actually have aisles in the liquor store aisles in the grocery stores of na of product where I'm sitting here in Canada going Oh my God, please can we have an alcohol free aisle in the liquor store grocery store Can you give us an aisle that's dedicated to alcohol free non alcohol products do not put us in the concentrated juice box aisle with the kiddies every has to be a huge distinction with regards to that. I am very very hopeful that we will get to that point sooner rather than later, but it takes time.

Joelly Goodson Lang: 16:48

This episode of branding matters is brought to you by gems for gems. gems for gems is a proactive charity focused on ending the cycle of domestic abuse. They do this by creating viable and sustainable path forward for survivors. With a concentration on empowerment and economic recovery. gems for gems works hand in hand with the community to help survivors thrive. What can you do to help if you have gently used jewelry you no longer where you can donate it to their jewelry drive. If you have any spare time, and you're looking for a way to give back, you can join their ambassador program, I'm proud to say I'm a part of this ambassador program. And that's why I'm sharing this today because gems for gems is such an important charity, especially with what's going on in the world today. As you all know, domestic abuse is on the rise. And finally, if you would like to contribute financially, you can become a donor to their incredible Scholarship Program. Whichever way you decide to help, you got to know that you are making a huge difference and your contribution is meaningful and greatly greatly greatly appreciated. To learn more about gems for gems, you can visit their website at gems for gems.com. You can also find them on Facebook, under gems, for gems and on Instagram, under gems for gems Canada, and you can always reach out to me on any social media platform under branding madness. And now back to our show. We really got into the habit when COVID started every single night opening up a bottle of wine having one or two glasses, so it wasn't like you're getting drunk every night. But it was habitual. It was part of the ritual of making dinner having one or two few glasses of wine and just not feeling great the next day right and so when January hit I didn't even miss it because I just felt good. So I think you're right on the cusp of something that I think is growing huge and for me healthy is sexy. I mean when you look at someone who is healthy, they have great skin they're in great shape they have energy that's sexy so that's when I think about sexy AF I think that's a perfect combination the way your brand ties in with that

Unknown: 18:55

absolutely 100% and you know what I was actually having lunch with some girlfriends last week that I hadn't seen in about six months one of them say to me that you don't drink at all now and I said you know I wouldn't on occasion but I said for me I marry a really have to be present and she said what do you mean by that? And I said I really have to be in the moment he present and I wanted to be when you're talking to me my whole attention is on you. So you still

Joelly Goodson Lang: 19:19

so you do drink you're not against alcohol. You just don't drink as much.

Unknown: 19:22

I'm not against alcohol at all. When I first started 60 of people like oh my god so you just never going to drink again. Come on this is talking about I'm always have a glass of wine with my friends and my sister. You know, I don't have a drink every day. It's very occasional when I am drinking now I drink 60 because I need to know what I'm selling and make sure it tastes great. And what I think would be amazing, not only for my palettes, but everyone else's. So there's a lot of taste testing that I do daily, so I'm literally drinking on the job all day long. Absolutely. Okay, so

Joelly Goodson Lang: 19:58

I'm going to ask you a question here. Because reality is people do like to have their vices we do like escapism like you said your drink occasionally sometimes I do with the legalization of marijuana, do you think that has affected drinking consumption at all in a social environment, which we're hopefully going to get back to soon?

Unknown: 20:16

I firmly believe that it has increased drinking 60 A of spurts not only because our consumers are actually putting CBD oils in our cocktails,

Joelly Goodson Lang: 20:24

sorry, in your cocktails

Unknown: 20:26

and our cocktails, they're putting CBD oils. And our consumers are like, yeah, you can add whatever you want. Oh, you're keeping up with Yeah, crazy, crazy creations. I do feel like the Gen Z is up and coming. That's what they're doing. They are very much in the moment. They are very much work when it comes to what they are doing and what they are saying and their opinions and absolutely everything. So 100% I do foresee alcohol sales declining for the younger generation for the younger generation. And of course, legalization of marijuana. I think it's going to overshadow alcohol at some point. I don't know if it will be in the next 20 years. 30 years. I don't know that answer. But I do know that people are really enjoying the CBD last year. Their accounts and she works solely with the LBGT community. And we're working on doing some drag shows coming up when COVID opens.

Joelly Goodson Lang: 21:18

Oh, I should talk to you. Did you know my son is a drag queen? Yeah, I share it all the time. His name is Crystal geyser. And he is a very famous drag queen around town. I'll introduce you to him.

Unknown: 21:31

Amazing absolutely times. Absolutely. We are really, really, really working hard to be inclusive in that way. So I would love to connect with you further after this. Because that's incredible. I love that.

Joelly Goodson Lang: 21:41

Oh, yeah, he's well, and it's interesting to actually because I'm assuming sexy AF even though it's got the name sexy in it. Anybody can drink it, because as I said, He's only 17. So he actually has been doing dry. And this is a whole other show. But he's been doing dry since he's been 14. So he's been doing for a long time. Anyway, sorry to divert, you'd mentioned drag. That's amazing I'm very much involved in that community. Thanks to my son. So crystal geyser, you guys can check it out on this little plug in there. So you mentioned Brad, because that's my wheelhouse. Branding is everything from the name, to the logo to the packaging, to the marketing to the swag, the T shirts, hats, all that kind of stuff. So the name you said you came up with because it was sexy, and it was fun, and it stood out and everything else. Let's talk about your logo, because you also have a great logo. I mean, your branding is amazing. So let's talk about your branding. branding. Yeah, right. And so do I, how did you come up with that logo

Unknown: 22:37

well done for us is the real estate of the bottle. So the front of the bottle, I wanted to use the entire space of it. And what I wanted to do is make sure that you can see it when you're sitting at a restaurant or a bar that looking at the bar back are stood out the most. So what was eye catching. So you think about New York City, the Yellow Cab or the research about the color yellow and the distinct yellow for me it was the distinction of the wording the fat font that was appealing to the are that when you're looking at it at a barback you would know straight away that there was 68 of spur being able to pronounce it that's huge. When I was doing my research. I could not say some of the words out there. I was baffled as to how how are you going to market this? I'm all about marketing and branding. They go hand in hand. Obviously I want to be able to number one, spell it say it properly easy to remember. And can I get calm URL? Can I get.com? Ca Can I get all the handles Twitter, Facebook, Instagram, RG YouTube? Can I get all of that? Because all every single one has to be the same. And you can't have this huge long URL because you know what, you're gonna misspell it. People are not going to spell it right. And if you can spell it right, you're not going to find us

Joelly Goodson Lang: 23:45

and you talk about going global I mean isn't sexy. Like every I'm thinking I'm in my head boy. I think it was sexy and French and sexy. And all these foreign languages. I think it's the same in every language as

Unknown: 23:56

it is a legit thing. At first. It's like, well, the AF stands for that. I'm like, No, no, no, it's alcohol free. You can have so much fun with it. I felt like it was my personality, so many years coming up with great events and parties and throwing these amazing fun times. And for me, it always boils down to just the branding and marketing of it. So whatever we called it, whatever I wanted to name it. Yeah, that involved games and the music. Like I just love everything about branding. If I can brand it, let me go for it because I'd have so much fun doing it the other day. I love seeing people's reactions. I'll be on a call with a customer and the sweetest lady. She doesn't actually know what AF really stands for what what is it? Oh, I can't say it is but I love it. I tell all my friends, you know, and it's just having those real conversations with real humans and interacting with them. I absolutely love because it's a great conversation piece too. And it reminds me one of my great inspirations in life is Sara Blakely, the founder of Spanx and she would talk about how do they feel? Do you want to say how do they look like great conversation starters with you know, I really want my back to look good. So I bought a pair of Spanx So honestly, it's almost liberating to to be able to talk about your product and your brand and to see people's reactions and for them to smile and happy and bring some kind of positivity and value added to their lives.

Joelly Goodson Lang: 25:11

And you said something earlier to when you were talking is about fun. And really, I mean, especially today now more than ever is I mean the more fun in our lives and to have that cheeky name where people can have fun and you can have fun with your branding about it. It just lifts people's spirits and it makes us feel good and so it's a lifestyle really that you're offering. It's not just a drink, it's everything that goes along with it right? That's what branding is all about. It's offering that lifestyle and that feeling that people get when they drink your product and when they buy your product. That's what's inspired. I know that's how I felt when I first came across your brand. And so let's talk about the color What made you choose this particular color and can you share what that color is

Unknown: 25:49

predominantly on color is black, and then we played on each different flavor with with a hot color so virgin is fuchsia pink or equities is a gorgeous blue. I triple six is a really fun orange. A Morrow is a super bright yellow and our first ski whiskey is a super sexy hot red. I wanted that bright bold red the girl along with our frisky whiskey coloring again it's for us it was standing out on a shelf hopefully when we're when grocery stores and liquor stores give us the aisle to have fun with I love it. I love the bright and the contrast against the black is awesome. It is it is it is easy, especially when it comes to doing swag. You look at our website, we do beanies we do sweaters, hoodies, we got to have some pink tops coming out in the spring, summertime and even our pride stuff. So will I colors kind of make the broad flag colors when it comes to the lettering on our branding and logo as well. So that worked out well.

Joelly Goodson Lang: 26:40

That's great. So would you consider six AF to be a disruptor? brand?

Unknown: 26:44

But 100%? Yeah, I feel like my B hag Big Hairy Audacious Goal is global leader in alcohol free experts around the world. I'm originally from South Africa. So my mom's always like bring it to South Africa. I am going to we're going to be Australia, New Zealand, South Africa, Europe, we're going to hit up Dubai and of course North America, Canada. This is where I live our neighbors across the border the US huge, huge market for us. And we are disruptive brand. We're flipping the whole weirdness around not drinking alcohol on its head and saying Actually, it's super fun. And I get emails from customers saying I feel so amazing. I've been alcohol free for 10 days not email. The next thing I'm going to show you in a little secret it's only going to get better and you're going to love the next 10 days. So the next 20 days the next 30 days and it's opening up those conversations and it is disruptive because it's a new market what we say is rethink your drink with 60 A of spurts.

Joelly Goodson Lang: 27:36

Do you think that mocktails are going to be sexier than cocktails?

Unknown: 27:41

I personally hate the word mocktails. Like how our answered Oh, well originally I was like, I even wrote a recipe book saying fuck mocktails and then I can't because everyone knows what a mocktail is, even though it's like an old fashioned when you think you think of like something super sugary. And I was like you I don't like that. But you have to listen to the audience. Yeah, no,

Joelly Goodson Lang: 28:02

that's interesting is you're saying that it's making me think you know, it's because then you're comparing and saying, well, it's not the real thing. You know, it's the next best thing. And you're kind of saying, well, we're not the next best thing. We are the leader and we are sexy AF spirits. And so you're creating a new lane. You're not trying to follow a lane by watering it down. Pardon the pun, but is that fair to say?

Jo-Anne Reynalds: 28:24

Yeah, that's totally fair to say. 100.

Joelly Goodson Lang: 28:27

Yeah, that's very cool. Well, I love it. So what's the best way for people to get ahold of you if they do want to reach out to you

Unknown: 28:33

You can email us directly at Hello at 68 spirits calm, which you can find directly on our website six Ace personal comm you can dm us or send us any messages on Facebook or any other social media platform using the handle at sec. ca if spurts keeping it really easy. Yeah, we are very, very responsive. And we'll get back to you as soon as possible. For sure.

Joelly Goodson Lang: 28:54

Well, congratulations. I'm super excited to talk with you and to learn more about your brand and to learn more about you. And I have no doubt once things open up. I'm going to see your stuff everywhere. So thank you for taking the time to speak with me now. You're going to be that person who's going to be famous. And I'm going to go remember when she was just starting out and she was on my podcast. So I have no doubt one. So thank you so

Jo-Anne Reynalds: 29:20

much, Joelly

Joelly Goodson Lang: 29:21

I really appreciate it. And I look forward to speaking with you again soon.

Jo-Anne Reynalds: 29:25

Yes, tak care. Okay.

Joelly Goodson Lang: 29:27

Bye And there you have it. I really hope you enjoyed the conversation and maybe learned a few things to help you with your branding. But most of all, I really hope you had some fun. This show is a work in progress. So please, please, please make sure to rate and review on whatever platform you listen to. And if you want to learn more about the branding badass, that's me. You can find me on social media under you know it branding benefits. Thanks again and until next time, here's to all you badasses out there.