Two years ago I spent a year without drink.
I fought against a stomach problem and decided to change some habits. Stop drinking was the most effective method at that time.
I was never a drink lover as the medium of Brazilians that appreciate drinking beer, authorial drinks or whisky, for example. But I love to drink wine, specially at dinners with friends and family. My wife is an extraordinary party hostess and this include to take care of the people involved with good food, providing quality drinks and wine.
In that “dry year” I was pushed to drink by those friends at parties. It was not a sacrifice for me, but I was challenged to explain my moment, to drink something to celebrate and to be part of my wife's parties. It's a social culture very hard to fight: not drink in parties.
In 2019, I discovered Kiro in a restaurant in São Paulo. I was shocked! The beverage made by apple juice and ginger, produced with a high control of ingredient origins, change my life in that day. It wasn't a soda, industrial juice or kombucha (arrghhh). Kiro it is a switchel, an non-alcoholic beverage and I remember of the exactly feeling of tasting it.
Now, my wife's parties are watered by Champagnes, Wine and Kiro!!!
Champagnes, Wine and Kiro
Founded by Lee Wang and Roberto Meirelles in São Paulo (2017), Kiro is a symbol of guerrilla business. Why? The founders created one of the most promising beverage brands in Brazil without huge capital, with focus on product, distribution with a strong social responsibility.
Hard to find.
During a year, Kiro was my most “important partner” at parties and dinners. In this period I was a micro influencer to people that don't drink alcohol, to taste Kiro too and I observed hundreds of people drinking the switchel for the first time.
All of them, were surprised by the flavor. I saw in their eyes.
One day I receive a LinkedIn message by Lee, one of the founders, asking me to drink a coffee and tell about the Kiro's strategy. Lucky me.
Meeting people and entrepreneurs like Lee and Roberto is an easy match for me. In the first minute of the conversation about the business, the mission and the beverage market, I was convinced to invest. Deal!
Why I invest in Kiro?
The founders are fighting in a hostile market without capital against big beverage corporations. For me, it's insane and paranoid. I like people that challenge the status quo. They are trying to change the people's culture in drinking alcohol, sodas and other beverage types. It's not a easy mission.
In the recent decade in Brazil, beer companies were the biggest advertisers on Brazilian television. The AbInbev (Anheuser-Busch InBev), the world's leading alcoholic beverage company by sales, is a Brazilian group. In 2023, the company had sales of $59.4 billion. More sales than Coca-Cola and Pepsico.
Imagine entering in this market with a different proposition it's a challenge, but Kiro will grow and make important changing in Brazil.
Investing in a company focused on changing people's habits is always a challenge, but Kiro's mission targets having a better life and be more healthy. This mission connects me.
Why Kiro?
Team: Lee and Roberto are the real paranoid founders. They are printing a hacker culture on their business and starting a real guerrilla against ABInbev and Coca-Cola brands;
Impact: Kiro is a real revolution in Brazilian beverage market in taste, production and health (million of people are more careful in to drink alcohol). Kiro also selects small family farms in the Kiro's production;
Market: Brazilian market is one of the most promising in terms of potential and size. Just to mention, now Kiro is in some of the most famous restaurants in São Paulo.
Nothing more valuable than “the time” effect. I strongly believe in Kiro's impact in the next years. Since 2021, Kiro is an “B” Company
I invest in Kiro because I'm a voracious customer and the founders are very sharp in the mission to improve a better life to people.
What is Switchel?
A correspondent for a New York paper once told of attending a historical pageant in New England where a soft drink was served to visitors called “switchel.”
She thought it was a molasses, ginger, and vinegar concoction, but she was unsure. She desired a genuine old-fashioned recipe. If this good woman had gone to the Standard dictionary, she would have found this distinctively American drink listed there. It is “A drink made of molasses and water, sometimes with vinegar, ginger, or rum added; hence, any strong drink, flavored.”
An illustration is cited from C. D. Warner’s memoir Being a Boy, which reads: “The luncheon was packed in a large basket with bottles of root beer and a jug of Switchel.”
Source: Almanac
Good read!
Functional beverages are what's up and coming here in the United States.
You're right—’Big Alcohol’ and ‘Big Beverage’ bully the market with loads of capital, making it tough for start-ups…I could share many stories!
Praying for their success— looking forward to trying this brand the next time we travel to Brazil 🇧🇷
Cheers!