On the roof of the chic Hollywood social club Heimat, Katy Perry and master distiller Morgan McLachlan hosted the official launch party for their beverage company, de soiswhich recently received $4 million in funding led by willow growthIn partnership with Creative Artists Agency (CAA).
De Soi decor decorated the terrace (complete with floating fruit around the pool), and guests were invited to try the two’s stylish non-alcoholic drinks for the first time.
Perry and MacLachlan are bringing a playful and elegant new line to the alcohol-free beverage industry, with the tagline “No Booze, All Botanicals.” De Soi embodies the same spirit as its parent company, whip up – Also founded by Master Distiller MacLachlan. AMASS makes spirits, hard seltzer and household products like candles using botanical ingredients.
De Soi launched in January to take advantage of the “dry January” movement. It was initially sold directly to consumers so that the company could find out who its audience was and get feedback on the product. The response was beyond the pair’s expectation. “I think it speaks to not only the quality of the product but this nascent range and this cool movement,” McLachlan says. “We got so much interest from distributors and retailers that we went wholesale faster than we anticipated, which made for huge capital requirements.”
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The pair were introduced by a mutual friend and hit it off during the pandemic when they were both “making kids”, as Perry puts it. Working moms noticed the pushback between indulging in a particular drink, but didn’t want the intensity of the alcohol, so the two decided to create a brand that met that need with elegance and intention.
“It’s a great option, especially for us, who are the matriarchs in our family,” Perry says. “Ours are sometimes intense from Monday to Thursday, and [we’re] Lots of juggling. So it’s good to have a choice but not to lose that sensual experience.”
Dubbed “apéritifs” instead of drinks, De Soi’s drinks were created to offer the same sophistication and pleasure of enjoying a glass of wine—without the alcohol.
“Katy and I enjoy wine, but I have a lot of family, like my stepmom, who has been sober for 25 years,” McLachlan says. “It’s a huge market for people who deserve this sensual, celebratory drink.”
Celebration is really at the heart of the brand, and the pairing was all about deliberately crafting a drink that has the same complexity as a good glass of wine. The non-alcoholic aperitifs are made with natural adaptations and come in three flavors: the lean and citrusy “Golden Hour,” the juicy and balanced “Champagneon Dreams” and Perry’s favorite, the rich and delicate “Purple Lune.”
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“Everything I do, I find it to be synonymous with upliftment and empowerment,” says Perry. “I think De Soi do it in a very elegant, sophisticated, sometimes complicated way.”
The pair are eager to change the norms of what it means to drink and discount. “We are excited to be at the forefront of this space, which is brand new—and cool—curious,” says Perry. “People juggle too many and dream big, and they know how to get them, and they’re going for them. There’s not much room for a hangover.”
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Interview by Haley Lewis