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.

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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. So

Stephanie [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 versus

Stephanie [00:08:41 ]:

an ins

Johnna [00:08:41 ]:

you know, a a Instagram post.

Stephanie [00:08:43 ]:

Yeah. And I think too, maybe you can speak to t