This is the first of what I hope will become a regular series of thoughts on building PIVOT, the alcohol-free category, and what I'm learning along the way.
When you start a drinks brand, people naturally ask what makes it different.
It's a fair question.
The alcohol-free category has exploded in recent years. Supermarkets have expanded their ranges, specialist retailers have emerged, and consumers now have more choice than ever before.
As founders, it's tempting to answer that question by pointing out what's wrong with everyone else's products.
Too bland.
Too sweet.
Too expensive.
Too boring.
But the more time I've spent building PIVOT, the more I've realised that approach misses the point entirely.
The truth is, every alcohol-free beer on the shelf today has played a part in getting us to where we are.
Some people discovered moderation through Lucky Saint.
Others through Guinness 0.0.
Others through Athletic Brewing, Days, Mash Gang, Big Drop or one of the many independent breweries investing time and money into the category.
Not every beer will suit every drinker, and that's exactly how it should be.
We don't all enjoy the same music, wear the same clothes or support the same football team. (Although, as a Spurs fan, recent events suggest some choices are harder to defend than others.) Why would we expect everyone to enjoy the same beer?
For me, building PIVOT isn't about convincing people that every other alcohol-free beer is wrong.
It's about creating something that reflects my own tastes and experiences.
A beer I'd genuinely choose to drink.
A brand built around moderation rather than abstinence.
A brand for people who still enjoy the rituals, occasions and social side of drinking, but want more flexibility in how they do it.
Because I don't believe alcohol-free drinks are competing against one another as much as they're competing against old habits.
Every time somebody chooses an alcohol-free option and enjoys it, the category moves forward.
Every time a pub adds another alcohol-free tap or fridge line, the category moves forward.
Every time a friend recommends an alcohol-free beer to another friend, the category moves forward.
That's good for all of us.
Of course, competition matters. It drives innovation, raises standards and encourages brands to improve.
But healthy competition doesn't require negativity.
The goal shouldn't be to prove someone else is doing a bad job.
The goal should be to build something you're proud of.
That's certainly the approach we're taking at PIVOT.
We're focused on creating drinks we'd happily serve to friends, family and fellow beer lovers.
If we do that consistently, the rest will take care of itself.
The alcohol-free movement is still young.
There's room for different styles, different ideas and different brands.
And that's something worth celebrating!
Ben
Founder, PIVOT
What do you think? Is competition in the alcohol-free category helping to drive innovation, or are we too focused on comparisons?