Creating a new beverage category is one of the biggest challenges in the industry. Janick, founder of Rebels 0.0 , knows this path well. In our podcast "Founding Forward – It's Worth Being Cheeky!" he talked about building a non-alcoholic spirits label in a market that initially had little demand. His story shows that innovation requires patience, a smart strategy, and compelling storytelling.

Market intelligence as the key to success

When Rebels 0.0 launched, alcohol-free gin was a bizarre idea for many bartenders. The product alone wasn't enough – it needed educational work to create acceptance. Instead of focusing on traditional sales arguments, Rebels 0.0 invested in trust: workshops, tastings, and close partnerships with bartenders led the brand to build a true community.

This strategy is a valuable lesson for SESES DRINKS. An innovative product like fruit reductions needs to be communicated clearly. Not just sell, but explain. Not just convince, but inspire.

Gastronomy before retail: A smart go-to-market plan

Many new beverages first land in retail stores – not so with Rebels 0.0 . They deliberately chose the opposite approach: first hospitality, then B2C and retail.

Why? Because restaurants and bars are an ideal testing ground:

• Guests experience the product in a high-quality setting.
• Bartenders become brand ambassadors.
• Demand grows organically before the product reaches the supermarket.

For SESES DRINKS, this means finding the right partners first before attempting to broadly conquer the market. The best products don't just sell through shelf placement—they gain traction through genuine recommendations.

Financing with strategy: From bootstrapping to investment

A strong product and a good strategy are often not enough—growth comes at a cost. Rebels 0.0 has gone through various stages of funding:

• Bootstrapping & Crowdfunding : A campaign helped to validate demand and finance initial production.
• Angel investments : After the initial successes, one million francs followed from investors for scaling.

This model demonstrates that smart financing not only brings capital but also market validation. A crowdfunding campaign could also be a way for SESES DRINKS to test new products and strengthen community engagement.

Internationalization with focus instead of breadth

The international market is tempting – but too rapid growth can be dangerous. Rebels 0.0 expanded into 12 countries, but not everywhere performed equally well. Markets like Thailand exceeded expectations, while others were more challenging.

The lesson for SESES DRINKS? Don't launch everywhere at once, but choose carefully. Go deep rather than broad. Invest resources in the right markets before expanding further.

Developing products means constantly improving them

Rebels 0.0 consistently focuses on further development. New recipes, a ready-to-drink format, optimized branding strategies – the brand is constantly evolving.

For SESES DRINKS, this means: Standing still is not an option. The product must evolve with customers. Leverage feedback, test, and optimize—and never stop striving for the best taste experience.

What we take away: The three most important learnings

• 1️⃣ Explain, don’t just sell – A new category needs storytelling, workshops and trust.
• 2️⃣ Use the restaurant industry as a springboard – win bartenders as brand ambassadors before the retail sector arrives.
• 3️⃣ Plan expansion carefully – focus on a few markets to achieve sustainable success there.

Conclusion: Create a market instead of just playing along

The conversation with Janick revealed that building a new beverage category is a marathon—not a sprint. Rebels 0.0 has proven that market intelligence, strategic expansion, and targeted financing are crucial.

For SESES DRINKS, this is a valuable blueprint. The path to a strong brand lies not only in good taste, but also in clever brand management. The next steps will demonstrate how these learnings can be put into practice.