There have been no miracles to Little Saints’ success, just lots of learnings. For founder and CEO Megan Klein, those learnings have come from experience across multiple CPG ventures, starting as a co-founder of indoor hydroponic farm Farmed Here and then later as the creator of dressing and dip brand Field + Farmer. In 2020, she left the business to establish something new in the non-alcoholic category.
When it launched in 2021, Little Saints’ line of 8 oz. non-alc sparkling canned cocktails was still new to most consumers and struggled in retail. As the category has become more competitive, Little Saints zeroed in on its unique value proposition, what customers were asking for and where there was still opportunity in non-alc alternatives.
According to NielsenIQ data, dollar sales of non-alcoholic spirits was up 88% year-over-year in the period ending August 15. Volume during the same period jumped 119%. Responding to the trend and a need for more aromatic, on-premise options, Little Saints launched its 750 ml.
NA spirit (originally St. Mezcal). More than three years since establishing the brand, Klein talked to BevNET about the existential challenges of operating a NA brand, why she feels like the brand is finally hitting a sweet spot and how it has invested in its digital following to get onto more retail shelves.
: I really love making things. I’m not a food scientist, but at Field + Farmer I handled all the marketing and did the ideation for the products that we ma.