Today we’d like to introduce you to Erin Hall.
Hi Erin, we’re thrilled to have a chance to learn your story today. So, before we get into specifics, maybe you can briefly walk us through how you got to where you are today?
Hey there! I’m Erin Hall, owner and founder of Dry Lush Booze-Free Beverages. Dry Lush was started in June 2024 out of an observed need for more inclusive beverage options for adults not drinking alcohol. The dream is to consistently provide a thoughtfully curated selection of alcohol-free drinks to those seeking high-quality alternatives to traditional alcoholic beverages.
I got sober on November 18, 2020 (rough year, amirite?) and spent the first year of sobriety committed to self-improvement and understanding from where my alcoholism stemmed. As I gained more confidence in the process and living each day without alcohol, I decided to try some non-alcoholic beer. Everything I could find in the store was “meh.” Athletic Brewing came on the scene with really good-quality craft brews, and I started to slowly see more brands providing better non-alc options. I started a “sober Instagram” account (@none.for.me.thx) to go on a deeper dive of the space. Through that, I found Generation NA, a non-alc bottle shop in Lafayette, Indiana, started by Rob Theodorow. I LOVED what I was seeing – a beautifully curated space dedicated 100% to non-alc products (which were way more plentiful than I imagined). And the best part? It was a warm, inviting retail space with comfortable seating, a bar, video games, and a cool, can’t-miss vibe. I asked Rob if he’d chat with me on the phone, and obliged. He shared his story and journey, and through his encouragement, I knew I could start toward something similar. But, I’d need to start smaller. After all, I’m a product marketer by day, and a mom of 3 young girls. Going all in on a brick-and-mortar just wasn’t realistic.
So, armed with some info from Rob and a few other industry folks, I just started looking into the many to-dos of starting a business in Georgia, with it in mind that I would approach it with “tent-and-table” set ups. Through friends and family, I raised a couple grand to jump-start the business. With each thing I crossed off the list, I gained more momentum and excitement.
I booked my first popup event, and thought my heart would explode, I was so happy. And it’s been on ever since. I book as many events, festivals and private events as I possibly can. The theme for 2024 was to get my foot in the door and gain experience. The theme for 2025 is to thoughtfully scale the business through more high-quality, high-traffic events with large audiences and invest in the professionalism and reach of the business (for example, we have a goal of renovating a horse trailer into a mobile bar later this year) so we can serve more people and participate in more events across the metro Atlanta area.
We all face challenges, but looking back would you describe it as a relatively smooth road?
Certainly there are struggles, but I see them more as lessons. The way I’ve approached the business is to identify where I’m weakest, and to lean into doing research and learning from those who’ve done it before me. The easy part is serving people non-alcoholic beverages because it’s where my passion is. I love connecting with folks, learning their stories, sharing my story, matching them with beverages that fit their lifestyle/needs, etc. The hardest parts are being a solopreneuer (it all starts and ends with me at the moment) on top of being a mom and having a full-time day job. Additionally, the crazy thing about the non-alc space is that it’s so new, government entities don’t really know what to do with you in certain situations. haha. While regulations and laws catch up to the trends, I just keep putting one foot in front of the other and tackling the next most logical thing.
There are always challenges that happen in the field as well. For example, sometimes I bring way too much inventory to events, and that can be both discouraging and cumbersome (what you bring, you gotta pack up!). It’s also challenging sometimes to bet on a certain brand, hoping your customers will like it. I have a few products that have passed their “best by” date b/c I simply can’t move it due to it not resonating with customers. And, of course, recently, I had my “nightmare” happen when my tent (weighted down, mind you) blowing away and breaking. That was a bummer, but I def learned a good lesson that day! When your business is 100% mobile, you must account for something going wrong, and have a backup plan in mind…and a good attitude.
Finally, accessing capital has been a challenge. I’d love to open a brick and mortar one day, but I feel like I need to be responsible in doing so. I don’t want to drown in overhead…or overextend myself/my family. So I’m taking one goal at a time and focusing on building the reputation of the brand. I know that if we obsess over our mission (To provide a diverse selection of high-quality non-alcoholic beverages that cater to the growing demand for alcohol-free alternatives in a welcoming, inclusive and fun environment), the rest will fall into place.
Alright, so let’s switch gears a bit and talk business. What should we know?
At Dry Lush, we are on a mission to reframe the way people think about NOT drinking alcohol. Our journey began with a dream to provide a thoughtfully curated selection of alcohol-free drinks to those seeking high-quality alternatives to traditional alcoholic beverages.
Based in Acworth, Georgia, and offering both private event experiences as well as popups throughout the metro Atlanta area, we cater to a diverse range of individuals — from sober clients to health-conscious consumers, designated drivers, pregnant women, and anyone opting out of alcohol for any number of reasons.
At each event, customers can count on discovering an array of curated, alcohol-free options, including non-alcoholic craft beers, wines, spirits, ready-to-drink N/A cocktails, and functional beverages.
Of course, Dry Lush is more than just a place to find a new favorite drink; it’s a community hub where every sip is an experience, and every moment is an opportunity.
Is there any advice you’d like to share with our readers who might just be starting out?
First, make sure your passion for the business is unquenchable. I have MANY moments (mostly at night when I’m exhausted) where I wonder if what I’m doing makes sense or if it’s even able to be successful. But, usually, by the time I wake up the next morning, I’m reinvigorated and back to being focused on doing the next right thing for Dry Lush and its clients.
I do wish I knew a bit more about business, in general, but I’m lucky to feel like I have a lot of resources at my disposal. You just have to be relentlessly curious and try not to take “no” or “i don’t know” for an answer. If you need to know something that will help grow your business, just keep digging and trying to find the answers.
Just remember, go…one…step…at a time. Keep going until it doesn’t make sense for you to do so any longer.
Pricing:
- Call us for special event pricing
- Event pricing ranges from $5 per can, up to $50 for an N/A spirit bottle.
Contact Info:
- Website: https://www.drylushatl.com
- Instagram: @drylush_atl
- Facebook: https://www.facebook.com/people/Dry-Lush-Booze-Free-Beverages/61563665295165/
- LinkedIn: https://www.linkedin.com/company/dry-lush-llc/
- Other: Tik-Tok – @drylush_atl
Image Credits
All shots are ours.
