The Power of a Pivot
How Refocusing on Gen X Transformed Seir Hill
When we launched Seir Hill, our mission was clear: create world-class non-alcoholic spirits that would revolutionize how people think about drinking. But like many entrepreneurial journeys, the path to success wasn’t exactly linear. One of our biggest lessons? The importance of knowing—and embracing—when it’s time to pivot.
The Original Target: Gen Z and Millennials
In our earliest investor presentations, we leaned heavily on compelling statistics. Study after study pointed to a seismic cultural shift: Gen Z and Millennials were drinking less. Whether it was due to health consciousness, social media culture, or simply changing tastes, these younger generations seemed to be stepping away from alcohol in droves.
We saw this as a golden opportunity. Armed with data from credible sources, we crafted our strategy around this market. Our branding, messaging, and advertising all targeted these demographics with gusto. We envisioned Gen Z college students sipping Mashville at parties and Millennials swapping traditional cocktails for our NA spirits at rooftop gatherings.
The result? Sluggish sales. Despite our best efforts, it became clear that our message wasn’t resonating.
A Hard Truth: Why Our Initial Hypothesis Fell Short
Faced with lackluster results, we dug deeper into the problem. The data wasn’t wrong—Gen Z really was drinking less. But what we overlooked was this critical insight:
Unless you’ve developed a taste for whiskey, rum, or tequila, you’re not looking for a whiskey, rum, or tequila replacement.
Younger generations weren’t just stepping away from alcohol; they were stepping away from its entire ecosystem. For many, the appeal of non-alcoholic spirits wasn’t there because they’d never sought out the “real” versions to begin with.
This forced us to confront an uncomfortable reality: We were targeting the wrong audience.
The Pivot: From Gen Z to Gen X
Recognizing the disconnect, we took a step back and reconsidered our audience. That’s when the lightbulb moment came: Gen X—people like me.
Here’s what we realized:
Gen X men and women have been drinking for 20-30 years. They know what whiskey, rum, and tequila taste like and have developed a genuine appreciation for these flavors.
Many of them were actively looking to moderate their drinking or quit entirely.
At public events, they didn’t want to be stuck sipping water, soda, or Shirley Temples. They wanted an elevated experience without the alcohol.
This insight became our new focus. We shifted gears, retargeting our ads and refining our messaging to speak directly to Gen X consumers.
How the Pivot Paid Off
Once we made the switch, the results were almost immediate. Sales grew consistently by 60% year over year for five years. By focusing on a demographic that already valued the flavors and rituals of drinking, we found our ideal customer.
Here are some of the key changes we made:
Retargeted Advertising: Our new campaigns highlighted the sophistication and authenticity of our non-alcoholic spirits, emphasizing how they fit seamlessly into social events and celebrations.
Refined Messaging: Instead of trying to sell Mashville as a cool, trendy option for the sober-curious youth, we positioned it as a premium alternative for discerning adults.
Meeting Customers Where They Are: We leaned into the idea that Gen Xers wanted to feel included in the cocktail culture without the consequences of alcohol. Our messaging reflected their desires for both flavor and social connection.
Lessons Learned: The Importance of Flexibility in Business
The decision to pivot wasn’t easy. It required us to admit that our original hypothesis was wrong—a humbling moment for any entrepreneur. But this willingness to adapt became a cornerstone of our success.
Here’s what this experience taught us:
Data is a starting point, not a solution. While our initial research about Gen Z drinking habits was accurate, it didn’t tell the whole story.
Listen to the market. If your sales aren’t where you expect them to be, dig deeper. The answers are often hidden in plain sight.
Be willing to change course. Sticking to a failing strategy out of pride or stubbornness can be fatal to a business. Flexibility is essential.
Finding Success Through Focus
Today, Seir Hill is thriving, thanks in part to our willingness to pivot. By focusing on Gen X, we found a loyal audience of consumers who love our non-alcoholic spirits and understand the care and craftsmanship that goes into them.
Our experience highlights a universal truth for entrepreneurs: sometimes the market doesn’t align with your expectations, and that’s okay. Success often comes not from sticking rigidly to Plan A, but from embracing Plan B—and sometimes even Plan C.
Cheers to knowing when to pivot—and to the successes that follow.
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Wow, so many lessons learned here. Love it. Great point about data revealing some of the truth, but not all of it.