Brooks Addington On How TÖST Is Adding Meaning To The World

Brooks Addington is the CEO of TÖST Beverages, a company renowned for its sophisticated, non-alcoholic sparkling beverages. With over two decades of experience in consumer goods and finance, he has successfully expanded TÖST's distribution to over 10,000 accounts across all 50 US states and eight countries. Under his leadership, TÖST has partnered with major national retailers such as Whole Foods Market, Sprouts, HEB, and Walmart. Additionally, Brooks serves as a board member and founding partner of the Adult Non-Alcoholic Beverage Association (ANBA), contributing to the growth and development of the non-alcoholic beverage sector. In this episode… Many people seeking alcohol-free options at social gatherings often find themselves left out, relegated to drinking basic sodas or sparkling waters that lack the sophistication and sense of occasion offered by traditional alcoholic beverages. This exclusion can make celebrations feel incomplete for non-drinkers. How can beverage makers create products that foster inclusivity without sacrificing the celebratory experience? Brooks Addington, a seasoned leader in building premium beverage brands, shares how he and his team recognized this gap and developed sophisticated, non-alcoholic sparkling drinks to elevate social occasions. He stresses that creating these products requires patience, as evidenced by their meticulous multiyear development process and over 75 product iterations. Brooks also highlights the significance of making these drinks accessible through thoughtful pricing and packaging, ensuring everyone can participate in the celebration. On this episode of the Firebelly Social Show, Duncan Alney talks with Brooks Addington, CEO of TÖST Beverages, about building inclusive, alcohol-free celebrations. Brooks discusses how meaningful occasions can be elevated without alcohol, shares insights into product development and market trends, and explores the role of pricing in accessibility. He also talks about product launches, cultural shifts in drinking habits, and the importance of community connection.