Tost Brand Spotlight

BRAND SPOTLIGHT

In this brand breakdown we take a deep dive into TÖST.

TÖST (pronounced ‘Toast’) Beverages created the perfect non-sweet, alcohol-free beverage for every event.

The drinks are made using only natural ingredients, and aim to feel as sophisticated and luxurious as a glass of champagne or an exotic cocktail.

They were created to allow non-drinkers to have an option besides sparkling water, lemonade, or another form of soft drink.

Co-founders Brooks and Mark initially crowdfunded to get the business going.

Co-founders Brooks and Mark wanted to create a non-alcoholic drink that was different to just a sparkling water or flavoured fizzy drink. It had to be special, something as stomach-warming as champagne or a fancy cocktail.
The brand name comes from the word ‘toast’, meaning to raise a glass, to cheers someone
TÖST is bursting with fresh flavours, including white tea, white cranberry and ginger. Their Rose drink also contains elderberry.

Investors: Crowdfunding via Republic, Constellation Brands, Knockout Capital
Purchasing Options: Direct to consumer, retail, wholesale

Innovation: Inclusive drinks for everyone, not just another ‘sparkling water’ for non-drinkers

Target audience: Party-goers and socialisers who don’t want to miss out on the experience, pregnant women, those who can’t drink due to medical conditions
Brand positioning: Inclusive, meaningful, positive, special

The brand has kept it simple with just two fresh flavours. This feels refreshing and demonstrates how they’ve put more thought and effort into the two that are available.

Their inclusivity messaging is important and will impact consumers who have previously felt left out at social events, or been told they’re ‘boring’ for not drinking. They are helping to create a community where everyone can be involved.
The drinks are available in both 750ml and individual 250ml bottles, so no matter the event or the number of people, consumers have the perfect choice of sizes.

With more people choosing to cut out alcohol, particularly Gen Zs, the market is quickly becoming saturated with new non-alcoholic products, from 0% beers to ‘Non’ Proseccos. Being heard amongst the racket can be tricky, but a good product will speak for itself.
With a competitive market comes competitive costs. Brands may struggle to price their product accordingly as in all categories there will be both premium and value orientated brands.

DTC: Directly on their website
Retail: In the US from 1000s of stores, including Sprouts, Whole Foods Market, The Fresh Market and Walmart

Competition in the non-alcoholic drinks market is increasing, but this can only be a good thing. It encourages brands to think on their feet, develop their products and be the best. TÖST can use this to their advantage.

All data is correct at time of writing.

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