The Power of the Pivot
How Refocusing on Gen X Transformed Seir Hill
When we launched Seir Hill, our mission was clear. We wanted to create world-class non-alcoholic spirits that would change how people think about drinking. Like most entrepreneurial journeys, though, the path was anything but linear. One of our biggest lessons came down to knowing when it was time to pivot and having the discipline to actually do it.
The Original Target: Gen Z and Millennials
In our earliest investor decks, we leaned heavily on data. Study after study pointed to a major cultural shift. Gen Z and Millennials were drinking less. Whether driven by health awareness, social media culture, or changing social norms, younger consumers were clearly moving away from alcohol.
We saw opportunity. Armed with credible research, we built our strategy around that audience. Our branding, messaging, and advertising were designed to speak directly to them. We imagined Gen Z college students pouring Mashville at parties and Millennials swapping traditional cocktails for non-alcoholic spirits at rooftop gatherings.
The results told a different story. Sales were sluggish, and despite solid execution, the message simply was not landing.
A Hard Truth: Why Our Initial Hypothesis Fell Short
When performance didn’t match expectations, we went back to the data and looked harder. The statistics were accurate. Gen Z really was drinking less. What we missed was a much simpler insight.
Unless you’ve developed a taste for whiskey, rum, or tequila, you are not looking for a whiskey, rum, or tequila replacement.
Younger generations were not just stepping away from alcohol. Many were stepping away from the entire drinking culture. If you never acquired a taste for those spirits in the first place, a non-alcoholic version holds very little appeal.
That realization forced us to confront an uncomfortable truth. We were targeting the wrong audience.
The Pivot: From Gen Z to Gen X
Once we accepted that reality, we stepped back and reassessed. That’s when the answer became obvious. Gen X, people like me.
Here’s what changed our thinking:
Gen X consumers have been drinking for 20 to 30 years. They know the taste of whiskey, rum, and tequila and appreciate those flavors.
Many were actively moderating their drinking or quitting altogether.
At social events, they didn’t want to default to water, soda, or something overly sweet. They wanted a grown-up experience without the alcohol.
With that clarity, we shifted our focus. We retargeted our ads and refined our messaging to speak directly to Gen X consumers.
How the Pivot Paid Off
The impact was immediate. Sales grew consistently by 60 percent year over year for five years. By focusing on a demographic that already valued the rituals and flavors of drinking, we found our ideal customer.
Several changes made the difference:
Retargeted advertising
Campaigns emphasized sophistication and authenticity, showing how our spirits fit naturally into dinners, celebrations, and social gatherings.
Refined messaging
Instead of positioning Mashville as a trendy option for the sober-curious youth, we framed it as a premium alternative for discerning adults.
Meeting customers where they are
We leaned into the idea that Gen X wanted to stay part of cocktail culture without the consequences of alcohol. Flavor, ritual, and inclusion became the focus.
Lessons Learned: Flexibility Wins
Pivoting wasn’t easy. It meant admitting our original hypothesis was wrong, which is never comfortable as a founder. That willingness to adapt, however, became a defining strength.
The experience reinforced a few lessons:
Data is a starting point, not an answer. Research can point you in a direction, but it rarely tells the whole story.
Listen to the market. When results fall short, the signal is often right in front of you.
Change course without ego. Sticking to a failing strategy out of pride can sink a business faster than almost anything else.
Finding Success Through Focus
Today, Seir Hill is thriving in large part because we were willing to pivot. By focusing on Gen X, we built a loyal audience that values craftsmanship and understands what makes non-alcoholic spirits worth choosing.
The takeaway is simple and universal. Sometimes the market does not align with your expectations, and that’s fine. Growth often comes not from clinging to Plan A, but from recognizing when it’s time to move on to Plan B, or even Plan C.
Knowing when to pivot is not a weakness. It’s one of the most important skills an entrepreneur can develop.
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