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Behind Mixly Cocktail Co. is a group of friends. Some met in college, others through work, but they all came together with their shared love of craft cocktails and thought they could offer a complex craft cocktail base that you could make at home. Whether you are making Mocktail or Cocktails, any of Mixly’s 7 cocktail varieties or their new Spritz line will transport you to a craft cocktail bar experience at home.Stephanie’s Dish Newsletter is a reader-supported publication. To receive new posts and support my work, consider becoming a free or paid subscriber.EPISODE TRANSCRIPT :Stephanie [00:00:16]:Hello, everybody, and welcome to dishing with Stephanie's dish. This is a Minnesota maker edition, which are always extra special to me because it's how I got started in the podcast space. I'm here with Jonna Rosbach, and she is the founder of Mixley, which is a we'll call it a cocktail concentrate. Is that what you would call it, Johnna? I think Johnna?Johnna [00:00:36]:I think you could. I mean, we still refer to it as a mixer, but it certainly is more concentrated than typically what you find on shelf.Stephanie [00:00:44]:And what it is is this delicious fruit forward mixer that you can mix with mocktails. You can have it in a cocktail. You can have it with sparkling wine. You can just have it with, you know, soda pop, really. If you wanted to have it with 7 Up, it would be equally delicious. What made you think that, like, this was a place in the market that there was a hole that you could fill with this product?Johnna [00:01:12]:So there was a couple things. I think the the first area was, well, we all we started the journey, when we set out to you know, wanting to do our own business, and we love the idea of cocktails. Me and my business partners, we love cocktails, and just kind of the faucet making great cocktail. And then we went to the shelf to see you know, curious what our mixers like these days. Yeah. And we were shocked to see, oh, oh my gosh.Stephanie [00:01:40]:There's bad.Johnna [00:01:41]:Bad. Really bad. Bad ingredients, bad branding, bad flavors, same old flavors. And so we were just really excited. 1, I think just let's clean up the ingredient deck. Like, we all know in every other beverage category, we've evolved. So let's 1, step 1. 2, let's bring exciting flavors, like what you would want to see at a craft, you know, at a great bar, at a you know, getting a craft cocktail.Johnna [00:02:06]:And then I think 3rd, this was I was pregnant at the time. The kind of sober, curious, any movement was just coming. So, like, let's make this versatile. Let's make this for everyone. So whether you're drinking or you're not, you can really make it your way and, you're not no one's having to feel left out, you know, if they're not drinking alcohol.Stephanie [00:02:27]:I think a lot of products too thought that they were gonna deliver on that message, but then kind of few did. Because if you weren't having them with alcohol, some of them didn't have the flavor punch. Others, if you were drinking them strictly as a mocktail, they were a little too much. Like, you guys really seem to hit the right balance. So go through your flavor profile because you've been pretty consistent too.Johnna [00:02:54]:Yeah. It's really about a balanced cocktail. So you're gonna have you know, you want the balance of the sweetness. So obviously, or tartness. Right? So the fruit, whether like the strawberry, pomegranate, you're gonna have some of that tartness. We wanna balance that then with a honey. So we used a honey in our simple syrup base, and that is really just gonna create a more balanced sweetness versus cane sugar can be really intense. And then the benefit to a lot of people do, you know, prefer honey as a sweetener these days over cane sugar and then acid.Johnna [00:03:28]:So, obviously, it's lemon or lime in all of our flavors, and that acidity is, not only part of a great cocktail or can be part of a great cocktail, but also for us, that is what acts as our kinda natural, stabilizer. Right? So we are shelf stable, but because we, you know, lean into some of those, you know, to the using fresh lime and lemon, it allows us to be shelf stable longer without having to add preservatives. So I think right. It's like the sweetness or tartness and then a really good acid. And then we do have a lot of, bring in a lot of, earthy flavors as well. So we have, like, the pineapple basil lime. So we're adding in, you know, the freshness of the babel basil or the mint, cucumbermint lime has that, you know, really, refreshing element. And same thing too, like, one of my favorites we just launched, as part of our spritz line is the elderflower mint.Johnna [00:04:26]:And that again, it's floral. It's refreshing with the mint. It's, yeah. So it's really all about, yeah, that combo to create a nice balanced cocktail.Stephanie [00:04:36]:So I'm talking with cofounder at Mixley, Jonna Rosbach, and you mentioned that you have this spritz line. It is a new we'll call it an extension. Is that fair? And why did you rebrand it and make it somewhat different looking than the traditional mixed line? I was curious what the thought process was there.Johnna [00:04:57]:We were really great summer, you know, sipper. And we felt too that this was not only do we want to, you know, jump into the spritz, scene with our Mixley take, And it was a fun truly, like, Megan, our my business partner who's our designer is just so creative, wanted to have fun and and see, you know, how a kind of different branding would do. But I think it's also just, you know, it's an interesting test for us of how does a a mixer that's for a single a single type of cocktail do versus the versatility message we've had with Mixley where you can make it with rum or tequila or vodka. Like, how does that resonate with consumers when it's, like, really easy? It's a spritz. You mix it with sparkling wine, and there you go. So we wanted to distinguish it a bit, have fun with it, and then also it's just interesting to see, yeah, how it performs.Stephanie [00:05:54]:Can you talk a little bit about that? Because, clearly to me, that seems like people that have a marketing background that are doing sorta AB testing that are really as interested in the brand packaging and the messaging as the actual love of the cocktail itself. So what was your background and your business partner's background getting here? Because it seems sort of packaged goods focused.Johnna [00:06:20]:You are correct. Very much. Yes. So my background is all CPG marketing. Came up through the agency world and then spent, years in in corporate marketing at, you know, 2 different big food, CPG firms. And Megan, my business partner, the same. So, yes, we have that background. Her background's design.Johnna [00:06:41]:My background is more the marketing communication. So some ways, that's very helpful. In some ways, you have to take everything that you learned in your big CPG world and forget that you learned it because it doesn't apply.Stephanie [00:06:53]:Yeah. To yeah. That's really interesting too because I think that's one of the if I'm talking with people that are manufacturing products or talking about products and that's their background, I usually do tell them that. And you also don't have the depth of, staff or even the depth of resources or time. So you have to kinda move a lot faster than people are comfortable with.Johnna [00:07:19]:Yeah. Move faster. And I think even as you think about, like, the marketing tactics, things that we would do, it's like, it's so different when you already have brand awareness and distribution. Yeah. We made a lot of mistakes early on. I was like, oh, that lesson, that thing I thought I did really well. Like, that does not apply to Mixley to what we're doing. SoStephanie [00:07:40]:What's an example of that?Johnna [00:07:44]:I would say, for example okay. Spending on influencers. Right? Everyone wants to spend on influencers. And I'm not to say that's wrong. However, it is a very different game when you don't have, on shelf presence. Also, if you're just gonna do and true if you're truly going to invest in d two c, you have to do it right. So if you're having influencers drive to your website, you really have to be focused. And I think when we launched, we were trying to do too much.Johnna [00:08:12]:We were doing retail and a little d two c. So you're just your spend in a in a tactic like influencer marketing is really not gonna go far in the stage we were at, and that's where we learned to focus and prioritize early on. We launched we went heavy into retail, and that's what we did. So influencers at our stage of the game don't make sense. What makes sense is in store tastings. So that's where if I'm gonna spend a $100, I'm better spending in it on a brand ambassador doing an in store tasting versusStephanie [00:08:41]:an insJohnna [00:08:41]:you know, a a Instagram post.Stephanie [00:08:43]:Yeah. And I think too, maybe you can speak to this. I feel like the influencer world is changing, we're discovering that real influence is hard to come by and isn't always with the person with the 100,000 followers in a marketplace. Like, that maybe those micro influencers and doing an event or something that's different might have actual more influence than the gal that has, you know, 50,000 followers and hold something up, and her pretty smile just for lack of a better way of saying that. But do you know what I'm saying?Johnna [00:09:25]:Yeah. We're all become very savvy. I think we're very now we look at anyone who posts on and, again, it's not it's not putting anyone down, but we do look at that. I think we're all skeptical, or we know now. They're getting paid to say that. That's not you know, it doesn't feel authentic anymore. And I think too I think you're right in where the real influences, and I will say influence in as it relates to purchase for us has been in store tastings, has been, local media. So partners like you and whenever, you know, we get the opportunity to be on local media or do an interview, we see a direct correlation between that and sales.Johnna [00:10:05]:Events are also critical for us, not only in, obviously, you're in front of the consumer, but people word-of-mouth. Like, oh, I saw someone. They just told me to come down here. Like, these are really powerful tools that, you know, maybe to a sophisticated digital marketer, like, they may seem outdated, but they're tried and true. And for us right now, they work.Stephanie [00:10:25]:Well and you and I kind of I mean, originally, I think we met just through the cocktails and packaged goods in Minnesota Makers. But then, you come to the Stone Arch Festival. You come to a lot of these festivals that I program. And I try to explain to these packaged good culinary folks, and a lot of them are local and many Minnesota or Midwest made. You look at those events as an opportunity to sample, to trial, and create brand awareness. So, yes, selling your product there is awesome. And if you can get a return on your investment, that's great. That's what everybody strives for.Stephanie [00:11:03]:But that it's also a big marketing opportunity to get in front of so many people. And we see a lot of people that come to these events with their packages or their items and they don't sample, I'm like, oh, wow. You know, that is, like, you need to sample. Well, we just don't wanna give product away to the looky loos. It's like, well, those looky loos are also purchasers. You have to see them as the consumer that they are even though they're standing there with holding their kid's hand, who's eating a sweaty popsicle, and holding a beer. They still shop too.Johanna [00:11:36]:Mhmm. That's that's that's exactly it. And a lot of these events, you know, one, I I will tell you, like because we have, you know, 7, 8 different flavors. I love when people are like, can I try one of each one? I'm like, please. Yeah. Because then, like, I'm gonna upsell you on my bundle package. No. But I I do think too, like, some of these events, you know, we'll hear, well, you know, I don't wanna carry around glass right now.Johnna [00:11:56]:Do you have a card I can take with you? Like, where can I find you? And I really do believe that these people, they're taking a picture of our booth, that they're taking our card. It was a great interaction. They may not buy us now, but I think we're top of mind. And when they see us, you know, on shelf at France 44, like, hopefully, that's when they purchase. SoStephanie [00:12:14]:I was thinking about you guys recently because it seems natural with the launch of the spritz line that you might consider canned cocktails down the road. Is that something you're thinking about? Or I was even thinking about we're seeing now, like, Tattersall just launched a bunch of cocktails in a I call it a slap bag for lack of a better term. It just says the party girl in me. But the sort of canned, you miss the can, you miss the bottle, and it's just in this plastic thing that has a handle that you can carry around. You can put it on the boat. Are any of those packaging options something you guys might look at down the road or getting into the full canned cocktail?Johnna [00:12:55]:I think so. I think packaging, for sure. You look at other brands, mixer brands like Filthy, and right there in that bag. And it's really great for if you think about expansion into on premise and airlines. So I think for sure, packaging we would look at. In terms of ready to drink cocktails in a can, you know, the market's so saturated right now that I could see it maybe one day we've scaled and we're in thousands of doors, you know, retailers nationwide, and people want to see that from Mixley. But at this point, I think it it would just be too expensive to try to stand out in the noise. But I think that's really smart.Stephanie [00:13:36]:Yeah. I think that's really smart, actually. And, also, there is so many cool packaging options. Like, if you think of the Capri sun size or even if you think of the small canned, not cans, box. Small box like wine. I could just see that being a cool packaging idea for you. And, also, one of the things I love is you do have this rainbow sort of branding. And when you put all of the line together in a packaging item, it really feels like you're getting a lot.Stephanie [00:14:05]:I think you have the is it $45 for your do you call it your pride package?Johnna [00:14:10]:Rainbow package. Yeah. Okay. This month, we'll call it pride.Stephanie [00:14:14]:Yeah. And I always think of it as pride because I haveJohnna [00:14:16]:to beStephanie [00:14:16]:a daughter. So when I hear rainbow, like, I think, oh, okay. Right away. Yep. I thought that was a really clever way to market that because it gave you an opportunity to try all of them. Yeah. So the the jury is probably still out because the, spritz line is new. But so far, are you having fun with it? Does it feel like it was a good risk to take?Johnna [00:14:38]:Yeah. We are. We're having fun with it. We already flew through our 1st batch, like, what we produce, so that's great. Yep. So we're on track to, like, what we projected it to do for us, which is awesome. And, we launched it primarily as, you know, an event in kind of online product. We are in some boot in some shelves here in the Twin Cities, b…
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