Who doesn’t love a night out? Imagine a night out with zero guilt attached. What if we told you that you were able to have the best of both worlds? Welcome Dezo – a canned, superfruit cocktail that focuses on its consumer’s wellness. Founded by three dedicated friends, the trio is ready to take over the cocktail industry with their electrolyte, antioxidant and vitamin filled beverages. We sat down with Dezo founders Marc Kessler, Tim Demirjian, and Tomas Crowe and asked a few questions about Dezo, its competition, and their long-term goals.
Why Dezo versus other alcohol seltzer brands?
Unlike White Claw, Truly, Bud Light Seltzer etc, which is categorized as a beer, Dezo uses premium gluten-free vodka. Unlike High Noon, Vide, Cutwater etc., which use vodka and/or tequila with splashes of fruit juice and other unknown ingredients, Dezo takes real fruit water and carbonates it so that the electrolytes, vitamins and antioxidants are never lost. The ingredients are all natural, with no preservatives and no added sugars. We take no shortcuts in producing the cleanest canned cocktail on the market. We are fully transparent with our ingredients, clearly listing our ingredients on the back of the can. The competing canned cocktails are typical bar cocktails in a can; it’s nothing new. Dezo is also incredibly versatile; it can be used as a cocktail base, consumed as is, or consumed as a chaser/mixer. Dezo is also incredibly difficult to replicate behind a bar; it is difficult to keep fresh coconut, watermelon, and cactus water cold and then carbonated in real time.
How and why do you expect Dezo to disrupt the alcoholic beverage industry?
Dezo is the world’s first all-natural, superfruit seltzer. Dezo is the first product in the hard seltzer market that provides real health benefits, such as electrolytes, antioxidants, and vitamins. With no preservatives or added sugars, we masterfully blend our fruit waters with premium, gluten-free vodka to create the most refreshing product on the market. We are carving out a premium segment in the industry, providing the healthiest and most beneficial product for consumers to enjoy. We are signed with the two largest distributors in the country, have strong hospitality and influencer partnerships.
What is unique about Dezo’s approach to brand marketing?
One of Dezo’s founders, Tim Demirjian, has a large social media presence with nearly 1.5M followers. This already gives Dezo a sizable advantage with their brand marketing. Dezo is marketing a lifestyle rather than just an innovative product. At the end of the day, consumers fall in love with the brand, not the product. We want our customers to resonate with the Respectfully Wild lifestyle – living life to the fullest and enjoying the journey while still keeping productivity high and working towards achieving your aspired successes. More importantly, we want to have a human touch and aspect to our marketing, especially as the founders. All of these large liquor companies have no faces or personalities behind the products. They pump out products and print money; they lose that human connection and to us, that is something that will make our brand and lifestyle last for years to come.
How do you hope Dezo makes people feel whilst drinking the drink? What about the next day?
We know that Dezo makes people feel great whilst drinking the product. We like to coin getting tipsy off Dezo feels like the “golden zone”. It is the cleanest feeling drunk you can get. The next day you will feel better drinking dezo versus any other liquor or competing product on the market. You may be a little tired and a tad groggy, but it is highly unlikely that any fogginess, nausea, headaches, and regret will be a part of your next day.
The flavors are unique and hydrating. Aside from the 3 signature flavours you have now, in what ways does Dezo plan to branch out?
We are going to expand horizontally first. We plan to create more SKUs with different superfruits that have similar beneficial properties (electrolytes, antioxidants and vitamins etc). We eventually plan to branch into other spirits (tequila, rum, gin etc) and we also have plans to expand into different types of products (not just canned cocktails) – stay tuned for all of the above!