The Power, and Risk, of Authenticity
Is My Story Helping or Hurting the Business?
Storytelling sits at the center of every strong brand. It’s how trust is built, how meaning is created, and how a product becomes something more than a transaction. Without a story, even the most innovative ideas struggle to connect.
I’ve always believed that an authentic story is the most durable foundation a brand can have. That belief shaped how I built Seir Hill.
When I founded the company, I didn’t want it to feel like just another non-alcoholic beverage brand chasing a trend. I wanted it to stand for something real. For me, that meant grounding the brand in two pillars that mattered deeply: farming and sobriety.
The First Pillar: Farming and Legacy
The first pillar of Seir Hill’s story comes from my father. He grew up working on farms throughout Connecticut, moving from place to place and trading labor for room and board. While he didn’t become a farmer as an adult, those years left a lasting mark on how he saw the world, and eventually on how I did too.
Today, I live in a converted barn on Seir Hill, surrounded by the remnants and rhythms of New England farming culture. Naming the brand after this place wasn’t a marketing decision. It was a way to anchor the company in something tangible and inherited.
That connection to farming shows up throughout the brand, from the flavors we develop to the causes we support, including donations to the American Farmland Trust. Farming isn’t a theme we layered on after the fact. It’s part of the brand’s foundation.
The Second Pillar: Sobriety and Purpose
The second pillar is my own sobriety.
When I stopped drinking, I started looking for alternatives that didn’t feel like a downgrade. Too many options felt overly sweet, artificial, or disconnected from the ritual and complexity people associate with spirits.
Seir Hill exists because I couldn’t find what I wanted. I wanted alcohol-free spirits that stood on their own, not substitutes that apologized for what they weren’t. My sobriety isn’t a footnote in the brand’s story. It’s the reason the brand exists at all.
That authenticity is real, but it also introduces complexity.
Moderation vs. Sobriety in a Growing Category
The non-alcoholic category has exploded, but much of its messaging centers on moderation, not abstinence. Cutting back is easier to market than stopping altogether. It feels less permanent and less confrontational.
Alcohol is deeply woven into social and cultural norms. Many people don’t want to interrogate that relationship too closely. They’re not necessarily struggling. They’re just looking for an option now and then.
That raises a legitimate question. Does a sobriety-centered origin story make a brand less approachable? Does it limit appeal in a category where flexibility is often the selling point?
The Risk and Reward of Being Honest
This is where storytelling becomes complicated. Authentic stories connect deeply, but they also create edges. They attract some people strongly and repel others just as clearly.
For Seir Hill, my story is both an advantage and a constraint. It gives the brand credibility and purpose, but it may also narrow the audience in a market that often prefers softer framing.
Still, I’ve come to believe that clarity beats broad appeal. A story that tries to be everything to everyone usually ends up meaning very little to anyone.
Choosing What to Stand For
I don’t have a final answer. As the category evolves, the way Seir Hill tells its story will continue to evolve too. The challenge is finding ways to remain inclusive without diluting what made the brand worth building in the first place.
What I do know is this. Authenticity compounds. It builds trust over time. It attracts customers who aren’t just buying a product, but aligning with a set of values.
Is my story helping or hurting the business? The honest answer is probably both. But for the people it resonates with, it matters. And in the long run, that matters more.
SoberFounder is a place for entrepreneurs and operators who are building serious things without alcohol in the picture. If that resonates, subscribe to stay connected and receive new essays on business, clarity, and life after drinking.