A read for your DryJanuary: How Anika Sawni, Gen Z co-founder of the non-alcoholic beverage company get_gruvi, became a saviour for the sober-curious:
"I saw my friends engage in sloppy behaviour and thought, why is binge-drinking so normal?”Richmond Hill, Ontario, Anika Sawni was the rare kid you’d call a wellness buff: she ate nutritiously, hiked,science at McGill, Anika abandoned her healthy habits in favour of tipsy nights out in Montreal. By her fourth year, she’d gone straight-edge—and not just because of the hangovers. “I saw my friends engage in sloppy behaviour, like regrettable hookups and missed tests,” she says.
Buoyed by money raised from family and friends, Anika secured a U.S. investor visa and partnered with a brewery in Denver, an area with a booming fitness culture. She evangelized Grüvi at farmers’ markets and mom-and-pop shops, eventually landing a distribution deal with Sobeys in late 2020. “When I used to tell people about the concept, they were like,Grüvi has 18 full-time employees and sells its zero-proof sangria and nitro mocha stout at 3,500 North American stores.
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