Brooks Addington: TÖST Is Rewriting Celebration Culture

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… Celebration does not always need alcohol to feel meaningful. As more people look for ways to raise a glass without compromise, the bigger question becomes: how do you create a beverage that honors the moment instead of imitating what used to be in it? For Brooks Addington, the answer starts with building something that stands on its own. Drawing on his experience leading a premium alcohol-free beverage brand, Brooks explains that TÖST was never meant to be a "mock" version of anything; it was designed to offer sophistication, mouthfeel, depth, aroma, and a sense of occasion without the use of alcohol. That shift matters because it moves the conversation away from what a drink is missing and toward what it can make possible: more inclusive, intentional, and memorable celebrations. On this episode of the Firebelly Social Show, Duncan Alney talks with Brooks Addington, CEO of TÖST Beverages, about rewriting celebration culture. They discuss category confusion in non-alcoholic beverages, building TÖST as an occasion-led brand, scaling into thousands of stores, and why cans are opening up new moments. Brooks also shares advice on using AI to support brand experiences.