January 11, 2019 |
Glenn Roberts is the founder of The Sensible Drinks Company who are the manufacturers of the SOBRIETY® range of non-alcoholic drinks that are aimed at the adult market with the idea of filling a void for the “grown up” who doesn’t actually want to drink alcohol for whatever reason and looks for a different alternative than the obvious soft drinks.
What led to your decision to open this business?
After many years of buying and selling bankrupt stock I was on the lookout for something new, something innovative, something that could excite me. The idea came to me sat at a bar on the Isle Of Anglesey one Saturday afternoon, heavily hungover.I wanted a drink that was non-alcoholic but not a “kids” drink and was shocked to find that there weren’t any soft drinks aimed at the adult market. I further progressed this in my mind to be a drink that tasted like alcohol but wasn’t, with the added advantages of being free from sugar, low in calories and vegan friendly and came up with the name SOBRIETY® as I thought this name encapsulated all of my thoughts.
What were the three biggest obstacles along the way and how did you overcome each one?
The first big obstacle was the raising of the finance which was done initially by myself selling belongings, re-mortgaging and cashing in my pension fund and then came all the research into creating the flavours and actually getting samples manufactured and labelled.The final obstacle was actually getting the initial two flavours out into the market place by constant promotion on social media platforms and me driving the length and breadth of the country with samples.
What were the three most rewarding moments?
Seeing the first bottles come off the production line was very rewarding as was the first time I received an order from a customer but by far the most rewarding was the first time somebody placed a repeat order as this meant that people actually liked what they had tasted.There was also a great feeling when the online shop opened and the orders started to flood in from all over the country.
What one piece of advice would you give fellow entrepreneurs?
My advice to any young entrepreneur would be if at first you don’t succeed try, try and try again as it is the person who is the most resilient to failure who will bounce back to be a success. Also a strong belief in what you are doing and the ability to be able to trust the people that you employ… do not be afraid to delegate.
What are your thoughts on the future of F&B and the industry?
I believe that tough times may be difficult ahead here in the UK but looking further afield our expansion into the worldwide market creates a great excitement with recent orders and enquiries coming from all over the globe.
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