EP 67 New Brand Alert! Introducing Palace Beverages with Diana Panich

In today’s episode, we’re chatting with Diana Panich, the tech guru turned non-alcoholic beverage trailblazer behind the newest brand, Palace Beverages. Since embracing sobriety in 2020, Diana's mission has been to create a beverage that's both fun and health-conscious. Palace Beverages is her brainchild, blending adaptogens with citrus flavors to offer a refreshing alternative to traditional drinks. 

As we chat, Diana shares her personal journey, the inspiration behind her brand, and the meticulous process of crafting its unique taste. She's passionate about affordability and accessibility, aiming to make her products available to a wide audience. We also discuss the challenges and victories of launching a new business, from designing logos to distribution strategies and everything in between. I'm inspired by Diana’s entrepreneurial spirit and vision for Palace Beverages, and I can’t wait for you to discover it for yourself! 

Check out Palace Beverages!
Website | Instagram

Thanks to Giesen 0% Wines for being our exclusive non-alcoholic wine sponsor!

Connect with Deb: @Mocktail.Mom

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You are loved. Big Time Cheers!

Transcript

Deb: 0:01

Buckle up, friends, and welcome to the Thriving Alcohol-Free Podcast. I'm your host, deb, otherwise known as Mocktail Mom, a retired wine drinker that finally got sick and tired of spinning on life's broken record called Detox to Retox. Let this podcast be an encouragement to you. If alcohol is maybe a form of self-care for you where you find yourself dragging through the day waiting to pour another glass, I am excited to share with you the fun of discovering new things to drink when you aren't drinking and the joy of waking up each day without a hangover. It is an honor to serve as your sober, fun guide. So sit back and relax or keep doing whatever it is you're doing. This show is produced for you with love from the great state of Kentucky. Thanks so much for being here and big time cheers, okay, hey, friends, welcome back to Thriving Alcohol-Free.

Deb: 0:52

I am really, really excited. I feel like I say that every time. I'm just always in the state of excitement. Very excited today because, diana, how do you say your last name? Panich? Yeah, panich, I said it right, okay, I can't even believe it because I say everything wrong. So Diana Panich of Palace Beverages is with me today.

Deb: 1:10

Diana's actually a member of Thriving Alcohol Free. My membership. She's been a member for like a year. We've been on a couple of happy half hours together, but I'm so excited, diana, for you to be here today. I don't know you really well, we don't know each other really well, but I am so excited because you have just launched like just launched a brand in the non-alcoholic space. You've just given birth. I feel like I'm visiting you in the hospital with your brand new baby. Yes, yay, you're holding your bottle.

Deb: 1:37

Okay, so Diana is the founder of the brand new non-alcoholic brand, non-alcoholic, adaptogenic citrus tangerine. Am I right? Am I saying it right? Yeah, I'm saying it right. Okay, I want to say it right, you have a brand new baby. Yeah, what is it like? I feel like, okay, so today on the podcast guys, we are going to visit Diana. Basically, she's in the labor and delivery. She's still in her suite, she's in the labor and delivery room and she's just given birth to a brand. She's got all her little merch, her stuff. She's getting going and I'm excited to hear kind of what this has been like. First of all, for you on your alcohol-free journey. I would love to hear about your story and then I want to know about, like, what's it been like to start this brand? Because it is not easy. It's not easy to create a label, a logo, let alone an actual good product to go into those bottles. Yeah, has it been a journey. How are you?

Diana: 2:24

doing Good. So I came from the tech space, like I was always in project management at like Samsung and Google. So I just like break down everything into like sprints, like I would engineering work, and then if you do that, it's like a lot easier.

Deb: 2:41

Really Okay, break it down to a sprint so like setting your goals in terms of, like, how to get this brand to market, yeah, yeah, so I just project managed it like it would like a software project. But yeah, it's, it's different of course, but at the same time, there's still, yeah, there's still all those processes, right, that you have to go through to get here. Yeah, for sure. So how did you come up with palace beverages? How did you come up with this concept? So how did you come up?

Diana: 3:03

with Palace Beverages. How did you come up with this concept? So I got sober in like 2020. And I found that a lot of the time people would say to me like oh, you're sober but you're still fun. And it was like this dichotomy If you're sober, you can't be fun. And it just occurred to me last year. I was like why don't I do something where it's like it's sober but it's fun? So, like a lot of people here in San Francisco are like super into nootropics for like helping their brain health and stuff. And I think a lot of the people in my generation I'm like 29, they kind of still want an effect. They want it to do something, otherwise it's like a waste of calories in my opinion.

Diana: 3:53

But yeah, so I have, like GABA, l-theanine, lemon balm, a little caffeine, so I tried to mimic the effects of alcohol as much as I could, while still being good for you.

Deb: 4:05

Okay, so somebody drinks, drinks it. What would be like your what's like? Do you have like a favorite recipe that you've made a favorite like non-alcoholic cocktail, or like what do you like to mix it with? And then, what do you like to mix palace beverages with? Do you mix it or do you just drink it over ice?

Diana: 4:18

I like to drink it over ice, but you can make anything that you would make with alcohol. You just replace it with palace, so it's like it's a one to one, so like a pour is usually two ounces, so you would just replace that with palace two ounces, so it's super transferable. And then it's like citrus, so it's really good in things that are like naturally sour, like a whiskey sour, like a Moscow mule, things that have like lime typically, so yeah, so like in the bottles that I'm going to send out, like they have these like recipe cards of, like things that you can make.

Deb: 4:54

Nice, love it, love it. I love that. I love it. I love it. Okay. So are you going to be packaging? Are you going to be mailing the bottle? So, if somebody like gets the place in order palacebeveragescom right, that's your website. Yeah, your Instagram is palacebeverages, right? Yes, okay, so make sure everybody's following and you're packaging everything. You're mailing stuff out. Where is everything produced? Where are you producing stuff? In San Francisco, where you are?

Diana: 5:15

My first hundred bottles. It is produced in San Francisco and it is mailed by me.

Deb: 5:25

Good, well, good, that's wonderful. Okay, I want you to know, first of all, how brave you are to start this business, because so many people, you know, so many of us, like we have ideas thinking about it, but like you are taking the steps forward, you're moving forward in this huge this is huge thing that you're doing. Yeah, it should be good, it should be. It's huge, it should be good, it's going to be good. Yes, yes, no, but I just want to encourage you. Like you don't need to feel bad, you know I don't need to feel bad, like that. You're sending out the bottles. You're the founder of this company. I love it. Yeah, yeah, you should sign all the first 100 ones.

Deb: 5:52

You should like these are going to be like you know number one bottle out of 100, two out of 100. I don't know whatever You're just getting started Diana.

Diana: 6:08

Yeah, so this is the label. Okay, so it's angels, because I think that, like you know, when you go alcohol free, like you kind of like become this new version of yourself. It's kind of angelic. And then it's a, it's a keyhole which is like to your mind or like to your elevated self, and then it's a bunny, because I feel like bunnies take you there Like Alice in Wonderland bunnies.

Deb: 6:30

Yeah, that's so cute. So did you come up with the logo, or somebody? You did the. Somebody did the logo for you, I did it, you did it. Oh my gosh, amazing.

Diana: 6:39

Well, I have a tech background, so that like helped, but yeah, that's fantastic.

Deb: 6:44

Okay, so you got sober. What was, what kind of? Was the driving force? Was there something that you just felt like let me stop having hangovers? Or what kind of got you to the sober space?

Diana: 6:55

Honestly, it was like just having so many hangovers and bad days. One of my best friends died of it.

Diana: 7:03

Oh, I'm so sorry, oh yeah one of my best friends died of it. Oh, I'm so sorry. Oh yeah. So I actually didn't get sober after that. I like kept drinking after that Because you know, as many people know, drinking is such a blanket for your feelings. But then in COVID I was like you know what? I don't want to carry these weights the rest of my life. I'm just gonna get sober and get free. And so, yeah, it was actually really hard at first, because the sober movement is so different now than it is four years ago. Four years ago it was kind of unheard of for a 25-year-old to stop drinking for no real reason. And now it's like dry January is huge, there's ads for non-alcoholic beers, but back then it was weird. I was considered so weird. So, really, the founding of Pallas is really just like. I don't want to make people feel outcasted because they don't drink or they don't you know none of that.

Deb: 8:02

Totally Continue to feel included. Yeah, you're still. You're still a part of the party. Nothing has changed you just just changing the ingredient. That's what Sarah Rusbach said to me on a podcast. We were chit-chatting and she said you know, keep the ritual, change the ingredient. And that's exactly what we can do now with Palace Beverages. So what is your, what's your dream for? Okay, you just started, just launched. What is your dream for palace beverages? Where would you like to be in five years? So things have changed so much in just four years or so of sober movement. Where would you like to be in like five years? Any goals? You probably have a lot of goals written down.

Diana: 8:36

I want to be in bars, like I really want people to go out to a bar and have something to drink that's not a soda water. One of my friends was just in Dubai at F1. And, like she said, that even there it's like they don't drink in all of F1, saudi Arabia and nonetheless the only options are like coffee and Red Bull. She's like I don't want a coffee or Red Bull at 2am. You know, like this is is something that you can drink literally instead of alcohol.

Deb: 9:08

Yeah, and you said it has caffeine in it. It does. So could you drink it in the evening. How much caffeine is in it in a serving of two ounces?

Diana: 9:15

20 milligrams. So that's the same as a hot chocolate. Oh yeah, honestly, it's really just to counteract the L-theanine and the GABA, which are both kind of like relaxants. So I might be taking out the caffeine and like future formulas, but this one I just wanted to be like. You know, what does alcohol feel like? I feel like alcohol feels like kind of like you are a little up, you are a little social, so I wanted to get that, but then you're also relaxed. I got to get the GABA're also relaxed, so I gotta get the gaba. The L-thini Lemon balm is actually just so good for you. Like the founding fathers, they even like grew lemon balm because they thought it was like the best herb ever and really, yeah, lemon balm. So that's what I have in my drink and that's what makes it that kind of like brownish color, but it's really like an antioxidant to all.

Deb: 10:05

Okay Well, I'm so glad. Yeah, I'm excited to try it. Yeah, you sent me a bottle, one of the first 100. I'm so excited to try it. It's actually the first bottle that I sat.

Deb: 10:14

Oh, I'm going to cry. Are you serious? Yes, yeah, I am so grateful. That is huge. Thank you so much.

Deb: 10:25

I didn't know that. I didn't know that. You know, when you reached out to me you know in the membership and you were like, oh, I launched, you know, launched a brand, I didn't realize, like that you were literally launching a brand. I was like, oh, she has a brand. I didn't realize she has, I didn't know you had a brand. That was kind of how it started in my mind, but I'm always confused, so that's not a surprise to anybody. I'm sure that I didn't know what was going on, but anyway, so, yes. So then, as we were kind of getting ready for our podcast, I was like, oh, wow, you like just just started because there's just so many brands out there, there's so much happening in this space, and I just want to be of encouragement to you and to anybody who's listening, who's thinking how can I be in this space for a business, whether it's making a brand or being an influencer or whatever, being in the space, being a part of the party, right?

Diana: 11:14

Yeah, yeah, no, there's so much room. It reminds me of crypto seven years ago. It's just starting. People are just catching on. All of the big alcoholic companies they're looking at non-alcoholic brands. Now I mean you have to adapt. I just made this pamphlet for bar owners to to like, know about, like, the non-alcoholic space, and it's just like the statistics alone are crazy. You know, like it's been identified as, like, the number one trend for, like, the upcoming years. Like you literally have no other choice but to start including people that don't drink.

Deb: 11:53

Yeah, yeah. What do you see the growth in, like the next couple of years? I mean just the trajectory of the space.

Diana: 11:58

Well, according to the Economist, it's like 65%, like CAGR, whatever that means.

Deb: 12:05

But my friend, jennifer Page, will know what that means. Yeah, she's probably listening, so yeah, she can text me what that means. It's a marketing term. People with MBAs would understand. I have no idea. Okay, as you guys know, I love Giesen 0% wines. Their Sauvignon Blanc is my go-to on a regular basis. They recently launched a delicious sparkling brute 0%, which is quickly becoming a fan favorite. I am so proud to have Giesen as the exclusive non-alcoholic wine sponsor of the Thriving Alcohol-Free Podcast. Giesen as the exclusive non-alcoholic wine sponsor of the Thriving Alcohol-Free Podcast.

Deb: 12:39

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Deb: 13:43

Okay, so in San Francisco. So you, how long have you been in San Francisco? I grew up here, oh, okay. Okay, you want to know something. I used to live in the sunset, oh, okay.

Diana: 13:52

Awesome.

Deb: 13:53

Yeah, I lived on Lincoln Way, right across the street from Golden Gate Park. What part of the city are?

Diana: 13:58

you in.

Deb: 14:02

I live in Alameda now which is like, oh yeah, yeah, right across the bridge, right, yeah, across the Bay Bridge, treasure Island you got to go through Treasure Island, yeah, so I lived out there. Let's see, oh, I lived there for four years in the Sunset District. I lived there for four years, strict, I lived there for four years. So, yeah, and I was there, I was doing like, outside sales. It was during, like the tech boom, right before. It was like in 96, sevens, it was like before everything busted and I was like, when you're talking about like the crypto the last couple years and like now, the non-alcoholic space, it's. It feels to me.

Deb: 14:29

This energy of the space feels the same of like when I was doing outside sales in San Francisco, I was signing up, I was doing payroll sales and so I was signing up these like startups. You know like Snapfish was one of my clients and then they had like 12 employees. They needed a payroll. You know like, just, it was just fun to be a part of that. I don't know, there's just an energy of the, of a space that's exploding. So to be a part of this has been so much fun, just sharing the fun. I feel like I'm a little bit of like you know, just come on in, try, try some new things. That's my thing is like, just try some new things. So, okay, you've been a member in Thriving Alcohol-Free for like a year, so thank you for being a member. Has there been anything particular that's been of encouragement to you or what kind of motivated you to join?

Diana: 15:11

I wanted to join a group that was for non-drinkers. You have like the best setup. You have the monthly, everything, the happy hours every week. It's awesome. But really it's just your attitude Like that's what I love. It's like it's non pressuring, it's very like come as you are, you know like do what you will, because I think like sometimes non alcoholic spaces can get you know kind of like preachy, which no one's here for that Like. So that's what I appreciate.

Deb: 15:46

Oh, thank you. I love to hear that because, yeah, I want people to just feel like the fun's not over, there's still good things to drink. Let's get together once a week let's have a mocktail or talk about non-alcoholic wines. You know, share what we're drinking, what we're enjoying, because you know there's so many options. So, yeah, so thank you for being a part of the membership. Thriving alcohol-free, which I think is, you know, like we're thriving, we're not. It's not drudgery, you know, and there's no judgment. Like, if you're sober-ish, fine, you know, if you want to have a cocktail in between your mocktails, I don't care. I just want people to know there's good things to drink. So what would you say to somebody maybe who's sober, curious, or maybe who's just interested in maybe they're scrolling right now, they're window shopping, they're sobriety Any advice for them?

Diana: 16:31

Don't beat yourself up. I think it takes you like 10 times of saying you're going to get sober, to really get sober if that's what you wish yeah, good advice.

Deb: 16:40

No, that's really good advice. Don't beat yourself up. Yeah, yeah, because I think we do. We go like, oh, did it again. I said I wasn't gonna drink, I did it again. Yeah, okay, have you connected with um uh josh at ocean beach cafe?

Diana: 16:52

I have went there one time and I ordered a drink from him. But there's actually even a new cafe in Pacifica that's non-alcoholic, which I think on Saturday I'm going to do a little tasting and bring over some bottles.

Deb: 17:10

Oh, good, good, good, good. Okay, yes, we got to get your bottles in Pacifica. We need to get your bottles over at Josh's at Ocean Beach Cafe, everywhere. We need to get your bottles everywhere. So are you going to go out like you're gonna be knocking on doors? What's your? I don't want to ask you your business plan, but, like, how are you going to grow your brand? How?

Diana: 17:26

are you going to do this, Diana? What are you doing?

Deb: 17:29

Are you terrified? What's happening?

Diana: 17:32

I'm just gonna talk to people. I think I'm going to go to bars, maybe, and offer them a pamphlet.

Deb: 17:43

You're so cute, I have a pamphlet for you. Are you scared? I mean, I know I was scared when I I should say when I started my Instagram account. I wasn't talking to anybody, I had no followers or anything, so I wasn't necessarily scared, but when I started my podcast, I was so scared, I was so nervous. When I started the membership, I was really nervous. So I wasn't necessarily scared, but, like when I started my podcast, I was so scared, I was so nervous. When I started the membership, I was really nervous. So, like starting new things, especially like you have a tech background, you know very capable and competent, so starting something new can feel overwhelming. I find it, at least for me.

Diana: 18:10

I don't know. I think this is like my calling, like I have nothing else to do, like I'm going to have have kids in five years I already decided that. So this is all I have to do.

Deb: 18:22

You're laser focused. Good for you, really, really Okay. If you go out and about when you're out, okay, you're out in Alameda. I know Alameda. That's so funny Thinking about back in the day. I mean, it was such a long time ago when I lived there I mean literally 100 years ago when I lived in San Francisco, but okay. So if you go out and about and you're going to a restaurant, what do you typically order? Do you have a specific mocktail that you like, or maybe a mocktail you like to have at home?

Diana: 18:52

I do like seed lip. I do like things that kind of feel a little bitter, like a little something is there, Someone is home, you know there's something in there, but I normally just order soda water and lime because I don't feel like paying $15 for like orange juice mixed with grenadine.

Diana: 19:14

Yeah, yeah, totally understand, yes, yes, but you, know what, like there's a lot more mocktails now on menus than there used to be, and I've been inside a while working on palace, like, so. So I'm not sure. Maybe there's some new stuff on the scene I haven't seen well, yeah, we'll get yours out there.

Deb: 19:34

So okay, how did you come up with all? How did you come up with the flavors? How did you come up with the recipe?

Diana: 19:38

I you come up with the flavors. How'd you come up with the recipe? I think tangerine is super fun. It mixes well. I knew I needed to do. Citrus lemon is like a staple in alcoholic drinks, and then there's a natural bitterness to it, so you can add simple syrup as you wish. I initially made the formula super sweet and as I was drinking it, I just thought it was too sweet. So now it's more bitter and zingy. There's only two grams of sugar. The sugar is way down. I think at one point I had the formula at eight grams of sugar, so now we're at a reasonable amount.

Deb: 20:18

That's fantastic. Yeah, normally a couple of weeks ago, that would not have been so important to me, but I really cut back on my sugar. Dr Brooke was on my podcast. What's the name of her book? It's how to eat to change how you drink. It was like a come to Jesus moment for me talking to her about upping my protein and lowering my sugar intake and just how important that is. And many people who are listening to this podcast have already been on that train and been trying to get me on it, but I don't know. There was something about our conversation. It really, really hit me. So I'm glad to hear that the palace is lower in sugar. Yeah, that'll be wonderful. Yeah, you're going to have many more consumers if it's not high in sugar.

Diana: 20:59

Yeah, yeah, I mean like alcohol is already like it's like 100 calories a shot usually. So this is already like beating that by like a lot. It's not really hard to do.

Deb: 21:12

Yeah, this is true. It's true, even like do you drink non-alcoholic wines? Do you like the non-alcoholic wines at all? No, it's okay. No, yeah, it's fine. No, I was just gonna say because it's shocking, like, how the calories are so much less than in like the regular bottles of wine. The full letter that I used to drink, you know, like a bottle of non-alcoholic wine is like a hundred calories. I mean, it's crazy yeah.

Diana: 21:33

Yeah, it's so low. I wonder what makes alcohol so caloric.

Deb: 21:41

I'm not sure, but it's got a lot of calories in it. So, like in one shot, two grams of sugar. You have the formula down to and then like about how many calories? Would you say 20 calories, 20. That's great, okay, wonderful, okay. I'm so excited, excited. I can't even believe you sent me about bottle number one. I didn't know that. That really means a lot to me. So thank you for doing that. Really, it should be getting there. Um, today, today, I know I think you said yeah, I think you said today, so yeah, and then tomorrow night we're going to chat. You and I are going to co-host together our happy half hour for our membership and I'm super excited to just share the brand Share Palace with the ladies in the membership, our sober drinking club for women. So any last things that you would like to share about you or about Palace Beverages that you would like the listeners to know? No stress, no pressure.

Diana: 22:30

If you order a bottle now, you will receive my signature, okay.

Deb: 22:37

I love it. Yes, get it now. Encourage a brand new founder, a female founder in the non-alcoholic space. This is huge. This is huge. I really like I don't know if your episodes are going to come out. You know back to back, but today I also spoke with Allie Webb of Kaleño and I love that. I chatted with her today. She's like five years into building her brand and then I love talking with you that you are just starting, because we all have day one. We all have that first spot. Anybody in the industry, anybody in this space starting a brand. There's a first bottle that comes off the line and gets shipped. There's a founder that's packing boxes, taping boxes, walking them to the post. I mean it's huge what you're doing. It's huge. So you know, I just want you to envision the growth and the trajectory you know before you become a mom in five years.

Diana: 23:32

Yeah, oh, I would like to add that it's at an affordable price point. It's priced much less than like other adaptogenic drinks, because I like fundamentally believe that it should be accessible. I don't think like non-alcoholic options should be like only for upper middle class or people that have that ability. I think it really should be for everyone. So I made that a point.

Deb: 23:57

So what's the bottle run? What is it it's $35.99.

Diana: 24:01

Okay, but it is 750 milliliters.

Deb: 24:06

Oh yes, you get a lot out of there.

Diana: 24:08

Yeah, so it's priced the same as the kind of upper end Jack Daniels.

Deb: 24:14

Okay, great, great. So it's top shelf non-alcoholic.

Diana: 24:17

Yeah, the other adaptogenic drinks usually are in the at least $40 price point and that's for 500 milliliters. And this also has a lot more active ingredients because it is formulated by a 29-year-old that wants to feel something.

Deb: 24:36

but yeah, so somebody drinks it. How are they going to feel? Like you're not going to feel, you won't feel. Obviously you're gonna feel drunk. But like how do you feel?

Diana: 24:44

you just feel relaxed, feel more relaxed yeah, yeah, you definitely feel like a little bit more relaxed, like a little bit more like in tune with the waves, like I would definitely say. You do feel a little relaxed and a little bit unwinded.

Deb: 25:01

I like to feel unwinded. That's what I need unwinding, I'd like to ease my mind and feel a little unwinded. Maybe I just need to do yoga or something. Diana, thank you so much for joining me on Thriving Alcohol-Free Podcast. So happy to have you here, thank you.

Diana: 25:17

Thank you. I'm so excited to be on here and to be doing this.

Deb: 25:21

I am thrilled for you. I mean that I have an entrepreneurial spirit. I used to shovel the driveways of my neighbor's house when I grew up in Philadelphia and so if it'd be a snow day I'd wake up and I'd be like I can make you know, I could go shovel the driveways and the sidewalks and stuff. So, like ever since I was like eight years old, I have an entrepreneurial spirit. Not that I'm some entrepreneur, you know what I mean. I just I'm very interested in stuff.

Diana: 25:43

But you are, though, like your platform is like huge, like that's amazing, that seriously.

Deb: 25:49

Thank you. I, I don't know, I don't I'm having a good time, you know. But yeah, I just feel like it's just so fun to meet you. You are on ground. I'm not kidding when I say like we've just come to the labor and delivery. We're bringing you flowers, like you just gave birth to a non-alcoholic spirit. This is a big deal. I feel like I need to have like balloons behind me flowers for you. This is a big deal and it's. I'm not kidding when I say like it's takes a lot of bravery.

Diana: 26:16

Thank you, deb, that's so sweet, I appreciate it.

Deb: 26:21

You have a very bright future. You have a very bright future. So just blinders on, grow your brand, and we are cheering you on. I love it. Thank you so much. Thank you, thank you so much for joining me. Thanks for sharing your story Big time. Cheers to you for tuning into the thriving alcohol-free podcast. I hope you will take something from today's episode and make one small change that will help you to thrive and have fun in life without alcohol. If you enjoyed this episode and you'd like to help support the podcast, please share it with others, post about it on social, send up a flare or leave a rating and a review. I am cheering for you as you discover the world of non-alcoholic drinks and as you journey towards authentic freedom. See you in the next episode.