Drake’s Organic Spirits
About the Company
Drake's Organic Spirits was established in 2017 in Minneapolis, Minnesota. The company focused on producing organic spirits, mixers, and cocktails using sustainably sourced ingredients. The brand was a pioneer in the spirits market, being the first to hold multiple certifications, including USDA Organic, Non-GMO, Gluten-Free, Vegan, and Kosher.
Drake’s Organic Vodka became the flagship product, made from organic sugar cane instead of genetically modified corn. This sustainability-focused ethos set Drake’s apart, with the company’s mission to provide eco-conscious and health-conscious products. They distributed their products in 44 states and five countries, becoming a favorite among retailers and consumers alike.
Idea Behind Company
Mark Anderson’s background in agriculture and organic farming inspired the idea for Drake’s Organic Spirits. His experience working as a trader and later as an importer of organic cane sugar led him to see the demand for non-GMO and organic alcohol in the food and beverage industry. Seeing a gap in the spirits market, where most products were made from GMO corn ethanol, he sought to create a spirit brand that aligned with consumer demand for healthier and more sustainable products.
The concept was also influenced by the harmful environmental impacts of GMO corn farming. Anderson aimed to produce a spirit that used cleaner, renewable ingredients and had a lower environmental footprint, meeting the rising interest in health-conscious and eco-friendly consumer goods.
Creating the Company
In 2017, Anderson founded Drake's Organic Spirits, positioning it as the leading brand in sustainable alcohol production. The startup was funded through personal investments and private placements, allowing Anderson to raise $3M initially and another $8M in later rounds. The company's early products, like SpikedIce Pops and Boxtails, were well-received, and they quickly gained shelf space in stores like Costco.
The company emphasized innovation, creating the “adult popsicle” category with its SpikedIce and launching Boxtails, ready-to-drink cocktails in eco-friendly, compostable packaging. These efforts reflected the brand's commitment to sustainability while meeting consumer demand for convenient, high-quality alcoholic beverages.
Launching the Business
To ensure the success of Drake’s, Anderson focused on launching in his home state of Minnesota. The brand's initial marketing strategy involved generating media coverage and partnering with advertising agencies to boost its online presence. By 2018, Drake’s sponsored high-profile events, such as Super Bowl parties and the Daytona International Speedway, which helped raise brand awareness.
Drake’s continued to attract customers through unique marketing efforts, including sponsoring beach volleyball events and promoting its products at music festivals. Packaging and quality control were also priorities, with the company ensuring that its products not only tasted good but were packaged in eco-friendly materials.
Earnings
Drake’s Organic Spirits experienced significant financial growth, earning $10.8M annually by 2022, equating to $900,000 in monthly revenue. Its success was driven by the brand’s alignment with health and wellness trends, with demand for its certified organic, vegan, and non-GMO products remaining high. The company’s distribution network expanded rapidly, with strong sales in key markets like California, New York, and Florida.
Despite the company's success, Drake’s was acquired in 2023, bringing its operations to a close. However, the brand's legacy as a pioneer in the organic spirits industry remains, with its products continuing to set a standard for sustainability and health-conscious consumer goods.
