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How Pesche is turning non-alcoholic drinks into something social, functional, and actually exciting
The non-alcoholic drinks category has a problem. Most options feel like consolation prizes.
Taylor Grasso stopped drinking two and a half years ago and quickly realized the alternatives weren't cutting it. NA beer, sparkling water, diet soda. Nothing that made her actually want to reach for it.
Pesche is her answer — a functional mocktail brand built around the idea that non-alcoholic drinks shouldn't just remove alcohol, they should add benefits back in. We sat down with Taylor to talk about quitting drinking, landing Hy-Vee as both a retail and equity partner, and why the sober-curious movement is still just getting started.
The Product and Audience: What is Pesche and who is it for?
Pesche is a functional mocktail brand built around one idea — do not just remove alcohol, add benefits back in. We currently offer three flavors, each tied to a specific function, designed for people who want to drink less or not drink at all while still feeling included socially. The goal was never to create another "replacement" drink. It was to create something people genuinely want to choose.
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The Spark: When did you launch, and what made you say "I need to build this"?
I stopped drinking a little over two and a half years ago after doing Dry January and realizing I felt better without alcohol. But once Zack and I started going out socially again, I noticed the non-alcoholic options were pretty uninspiring. It was always the same thing — NA beer, sparkling water, diet soda. I still wanted the social experience, but I also wanted my drink to offer something positive for my health and energy. That gap is what sparked Pesche.
The Launch: When did you launch and how did you build pre-launch buzz?
We launched in March 2025. Before launch, we built momentum through an Indiegogo campaign and started teasing the brand heavily across social media. That early traction helped validate that people were looking for more from the non-alcoholic category.
The First 100: How did you find your first customers?
Social media played a huge role. TikTok and Instagram helped us build awareness quickly, and that is where most of our first customers came from. The interesting thing about this category is people naturally share products that align with lifestyle shifts, especially around wellness and drinking less.
The Advice: What would you tell a first-time founder in their first 90 days?
Keep going and learn how to ride the waves. There will be weeks where everything feels like it is falling apart, followed immediately by weeks where things click again. The highs and lows are constant when you are building something yourself. You have to learn not to overreact to either one.
The Reality Check: What is the hardest part of this journey that people don't see on social media?
At the beginning, you are putting in an unbelievable amount of time and energy without seeing much financial return. You are wearing every hat, solving problems you have never dealt with before, and trying to figure everything out in real time. The exciting part is seeing people genuinely love the product. But the tradeoff is realizing how much work happens before a business actually becomes financially stable.
The Milestone: What has been your biggest "we made it" moment so far?
A major moment for us was when Hy-Vee reached out shortly after launch. Not only are they becoming a retail partner, but they also became our manufacturing and production partner and took equity in the company. It is a pretty unique relationship. I think the real "we made it" moment will come when we see Pesche sitting on shelves in the same grocery stores we grew up shopping at.
The AI Trend: How have you used AI to help your business grow?
We use AI across a lot of different areas — marketing ideas, audits, spreadsheets, basic legal and accounting questions, partnership research. It helps speed up decision-making and gives us another layer of support while building as a small team.
The Horizon: What should we be excited to see from Pesche in the next six months?
A lot is happening. We are launching in nearly all Hy-Vee locations across the Midwest, preparing for an Amazon launch later this summer, and working on a new flavor designed specifically to be pregnancy and breastfeeding friendly.
The Recommendations: What are your favorite under-the-radar brands right now?
CPG: Wavy Daze
The Shop: Where can readers find Pesche?
Order directly at drinkpesche.com. Pesche will also be launching in Hy-Vee stores this summer. Currently available in 25 bars and restaurants around Des Moines, Pop-Up Grocer in NYC, and Herban Flow in St. Pete, Florida. Store locator available on the website.
The Connection: Where is the best place to follow along?
Follow along on TikTok and Instagram at @drinkpesche.
Available at drinkpesche.com and at select bars, restaurants, and retailers.
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