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Staying Dry in Seattle
How the Emerald City got their first NA bottle shop

MODSUB#65

Wotcha!
This issue has been in the works for nearly three months. A fellow newsletter writer introduced me to Kirstin Vracko, one of Cheeky & Dry’s co-owners and I’m thrilled to be finally bringing you this interview.
It’s a bit longer than usual but trust me—it’s well worth your time if you’re curious about what it takes to launch a successful non-alcoholic bottle shop from scratch. Remarkably, Kirstin hadn’t even tried an NA drink six months before starting the business.
Plus, you’ll find Kirstin’s fabulous holiday drink recommendations and her top picks for ringing in the new year.
Speaking of which—happy holidays to you!
Cheers,
Myles

In this week’s edition:
NAN
New NA Drink News
INTERVIEW
Staying Dry in Seattle
How Kirstin and Yura Vracko started Cheeky & Dry, Seattle’s first and only non-alcoholic bottle shop.
Read time: 12 minutes 58 seconds

NAN
New NA Drink News

NORTH AMERICA
• WINE ALT: First up on this festive Saturday morning we have a brand-new Brut Rosé from Proxies. Seems like one or two of those could come in handy in the next week. (Link)
• BARLEY WINE: Just up the road from here, Self Care Brewing has launched a non-alcoholic barley wine called Gnarly Time Barley Whine. (Link)
• BEER: Heading over to Pennsylvania, New Trail Brewing has just put out Broken Heels Hazy IPA. (Link)
• COCKTAILS: A new line of non-alcoholic hemp cocktails with 5mg of Delta-9 THC called Herb & Bloom has been launched by Tilray Alternative Beverages. (Link)
• HOP WATER: Can design winner of the week goes to Hoplark for their 0.0 Stout Style limited release. As a dark beer lover, this is right up my alley. (Link)
• BEER: Seems Untitled Art are re-branding their NA beers as FLVR! NA and to celebrate they’ve launched a new beer. Ceremonial is an Australian-style sparkling brew. (Link)
• BEER: Is it a beer or a cocktail? Athletic Brewing have announced two new “cocktail-inspired” brews—Moscow “Mule” and “Paloma.” (Link)

WORLDWIDE
• WINE ALT: Majeken Bech-Bailey, a Michelin star sommelier from Denmark, has been working on a new wine alternative brand BÆK. So far, Mellow, a white-wine alternative and Intricate, leaning toward red, have been released. (Link)
• WINE: Over to Provence, and Château La Coste has debuted a collection of non-alcoholic wines under the name Nooh, at this year’s Art Basel in Miami. (Link)
• COCKTAILS: Indian beverage company, Maharaja Drinks is introducing an intriguing new range of non-alcoholic cocktails to the UK market, from their brand, Borécha. (Link)
• BEER: Staying in the UK, Derbyshire’s Thornside Brewery has their flagship Jaipur IPA in an alcohol-free version. (Link)
• BEER: A super cool project is coming out of Bristol, England. Wiper & True has collaborated with four breweries across the country to produce a limited run collection called Beautiful Beers. (Link)
• BEER: Last one from England, Woodforde’s Brewery has launched Volt 0.5, an American IPA. (Link)
• BEER: Moving down to South America, Three Monkeys in Rio de Janeiro have debuted their first NA beer—Classic IPA Free. (Link)

INTERVIEW • PART 1


A Chat with Cheeky & Dry’s Kirstin Vracko
Store owner, curator, educator and ambassador to the NA industry—these are just a few of the roles Kirstin Vracko has embraced as the co-owner of Cheeky & Dry, Seattle's first non-alcoholic bottle shop.
But Cheeky & Dry is more than just a bottle shop. Kirstin and her family have created an immersive experience for those seeking non-alcoholic beverages. This isn’t like running to the supermarket for a six-pack; it’s something much more unique.
This is a store where you leave knowing far more about the NA industry than when you arrived. It's a place where you're encouraged to sample as many drinks as you’d like, and where any myths about NA beverages being mediocre are thoroughly dispelled.
If there’s a secret formula for building customer loyalty, the Vrackos seem to have mastered it.

ModSub: There’s quite a personal story behind why you and your husband decided to open a non-alcoholic bottle shop. Would you share it with us?
Kirstin: Absolutely. It's a story we are really proud of. On May 2, 2023, Yura, my husband, did the bravest thing he's ever done—he walked into rehab. Like so many others, we both drank our way through COVID, and it reached a point where it just wasn't working for our family.
Yura worked hard for a month, and I worked hard on changing myself as well. Part of that journey was becoming sober. The longer I went without drinking, the better I felt, but I missed having a cocktail. I tried ordering online and searching in the stores, but I didn’t have much success.
Then I remembered my friend Jodi had opened a non-alcoholic bottle shop, Point Five, in Virginia. I called her to ask for recommendations on good products. What I thought would be a quick conversation turned into an hour-long chat. We talked about some great products, but also about how her bottle shop was making a difference in her community and how fulfilling it was for her to be a part of it.
By the end of the conversation, I was convinced that Seattle needed a non-alc bottle shop and I was going to be the one to do it. I grew up working in a small flower shop in Redmond my parents owned, so I knew what it meant to be a small business owner. I had been searching for years for a way to open my own shop and this felt like the perfect fit.
By the time I picked up my amazing husband from rehab, I had a plan. I gave him a few days to settle back in, but after about the third day, I couldn't wait any longer. I took him to the beach and as we stared across the water, I told him my idea and waited for his response. He took a couple minutes then turned to me and said, “Absolutely. Let's go for it.”
After that it was “balls out.” I quit my job and dove headfirst into the world of non-alcoholic beverages. One of the key businesses that helped me get started was the online distributor, Airgoods. At the time they were relatively new and it was a great match. They provided a platform where I could research beverages all in one place and request samples.
I remember Aaron, one of the Airgoods owners saying, “Kirstin, be careful how many sample requests you send out—it can get overwhelming.” Did I listen? Nope. At one point, we counted over 60 sample bottles and cans on our kitchen counter. The one rule in my shop is I only sell products I personally enjoy. It's so much easier to sell that way. I never have to lie, and that’s blissful.
Next came finding a storefront. If you know anything about Seattle real estate, you’ll know tough it is. I really wanted to stay in the neighborhood but there weren’t many options. One day, my commercial real estate agent called and said she found this spot. I got my name in and after many emails and meetings, we were offered the space.
It just so happened that my contractor, who is also a great friend, had time to work on the shop. When I told him a wanted a Pacific Northwest feel, he showed up with live-edged cedar planks for the shelves and tasting tables.
Exactly six months after our lives changed for the better, we opened our shop. It’s been going great ever since.
ModSub: Let’s get one thing out of the way before we continue—your store name is fabulous. What’s the story behind it?
Kirstin: Oh, that's such a nice compliment—thank you! In the beginning, I thought it would be fun to name the store Dry AF. However “alcohol-free” (AF) means absolutely no alcohol. In the non-alcoholic world, wines and beers generally contain up to 0.5% ABV, so they aren't technically alcohol-free. They’re non-alcoholic.
I still liked the word “dry,” but it felt boring on its own—and no one in my family is boring. I got my two sons together and we brainstormed ideas to come up with something fun. We dug through a thesaurus, and the boys were looking for a word that would describe their mom. When they landed on “cheeky,” we knew we had it.
The definition of “cheeky” is impudent or irreverent, typically in an endearing or amusing way. Pretty much me in a nutshell.

ModSub: Seattle is a big city with so many vibrant neighborhoods. Why did you choose Phinney Ridge as the location for Cheeky & Dry?
Kirstin: That one is easy—I wanted to be close to home. We’ve have lived in this area for over 20 years and absolutely love our neighbors and the Phinney Ridge community. We are so very lucky to be a part of it. It's also close to downtown, making us easily accessible.
ModSub: It’s one thing to have tried a few drinks—it’s quite another to curate an entire store. How did you approach that process?
Kirstin: I started with Jodi's suggestions, did extensive online research and delved deep into both Airgoods and Faire, which are both online distribution companies offering non-alcoholic options from around the world.
As I mentioned, I only bring in products I personally like, but figuring out what type of products to offer in the shop was a journey in itself. Beer, wine, spirits, adaptogenic drinks—there's a whole new language and education to learn. Bitters was another category I knew nothing about when I started.
One of the coolest things about this industry is most of the non-alc beverage companies are still so new. Many of the founders and makers are incredibly eager to talk to business owners and educate them about their products. I found that when I reached out; they were willing to bend over backwards to help me. What a gift it is to be part of this industry right at the beginning.
ModSub: Are there any trends among your customers or their purchases that have surprised you?
Kirstin: They don't necessarily surprise me. The main focus is on finding products that not only please the palate, but also satisfy the desire for a cocktail, wine or beer experience. Adaptogenic drinks are very popular. The great thing about them is they offer benefits beyond taste and calories—whether it's a calming effect from plant-based ingredients like L-Theanine or Ashwagandha or a nice little euphoric kick provided by a product like Kava. It's all about having choices and there are lots of them here at the store.

ModSub: What are some of the products that sell out quicker than you can restock the shelves?
Kirstin:
• Pathfinder is by far the best seller in my shop. Not only was it started in Seattle, but the beverage itself is amazing. It's complex, sophisticated and delicious. Whether used in cocktails or enjoyed on its own, it delivers the texture and bitterness many other non-alcoholic beverages fail to achieve.
• Dromme Calm is an adaptogenic drink renowned for its calming properties. It features Ashwagandha, L-Theanine, Lions Mane and so much more. The taste is amazing and it's remarkably versatile.
• Roots Divino Bianco is a dealcoholized vermouth created by beautiful Greek men on a small island and you can certainly tell. It's an easy-drinking option that appeals to those are dry, damp or just curious.
• Kava Haven offers exactly what many people are looking for—what I like to call “a rounding of the corners.”
• Lastly, one of the newest additions to my shop is Nkd Whiskey. Based in Kentucky, they are one of the first brands that have really come close to satisfying that oh-so-hard category. It has the perfect balance of oak and warm flavors, along with a really satisfying burn. It makes a convincing Old Fashioned or Manhattan.
Part 2 - continued below

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INTERVIEW • PART 2

ModSub: Non-alcoholic bottle shops are still a relatively new concept, and you were the first in Seattle. What challenges have you faced, and how have you overcome them?
Kirstin: I think Seattle was an excellent launching pad. We are known for being ahead of the curve when it comes to all things innovative and exciting. This movement certainly embodies on both those qualities. However, the biggest challenge though is education.
Since this is such a new industry, people just don't know what’s out there. Let’s face it. Most of us who are eager to try new products have, at some point, purchased a $40 bottle of something they saw online or in the store, only to bring it home and dump it down the drain because it tasted terrible.
My business is all about building trust, and for that to happen, customers have to leave the store with something they truly like. This is why we offer samples at the store. Most of my spirit bottles are open in my sample fridge and I'm happy to pour a taste to make sure my customers walk out with something they love. That way they trust me when I make suggestions in the future.
ModSub: What has the response from the Seattle community been like since you opened your shop?
Kirstin: This is one of my favorite aspects of having the shop. We have customers coming in daily, eager to tell their stories and are so tickled to have options. There have definitely been a few naysayers, but for the most part the reception has been incredibly supportive and customers are happy to have so many choices.
ModSub: How do you educate customers about the different types of non-alcoholic drinks, especially those who might be new to the space?
Kirstin: I try to meet with all the makers of the beverages I have in the shop to learn about their stories and inspirations. People love a good story and the more stories I can share, the more trust I build with the customers.
As I mentioned above, I also offer samples of almost all of my spirit bottles. It's hard to imagine what analogue and free-form spirits taste like. Most of them run around $40 a bottle. Offering them a taste really helps customers feel confident in their choice. The goal is for everyone to leave loving what they have chosen.
ModSub: I’m curious about the types of customers who frequent your shop. We often hear Gen Z is driving the change in drinking habits, but I’ve found there’s significant interest from an older demographic as well. What are you seeing in your store?
Kirstin: I am seeing customers ranging from 18 on up. Each generation seem to approach non-alcoholic beverages differently. Gen Z is definitely not imbibing like the generations that came before them. They are better educated about the effects of ethanol on the body and generally want no part of it. They are healthier than we ever were.
Millennials on the other hand, have come into their own and I think they are looking for choices and new flavors. They are more sophisticated in their drinking habits and it's all about what's innovative and new.
Gen X (my generation) is different again. They are mostly looking for a substitute for what they’re already familiar with. I do think they are the hardest to please, but once I help set expectations, they are usually happy with the options we can provide.

ModSub: It’s Christmas Eve. You’re locking up the store and as you look back, you realize you’ll need some drinks for the next day. Which three drinks do you grab off the shelves to take home?
Kirstin: Myles, that's a loaded question. Remember the rule in my shop is I have to like all the products I bring in—it's much easier to sell that way.
For Christmas Eve, I’d go for a delicious cocktail in the evening, a mimosa in the morning and something relaxing to sip on throughout Christmas Day.
Here’s what I’d recommend. Christmas eve: Pathfinder with ginger beer and a generous squeeze of orange. Christmas morning: Joyus Sparkling White with a splash of grapefruit juice. Christmas day: Drømme with apple cider for a calm and cozy afternoon as we prepare for the busy week ahead.
ModSub: Speaking of the holidays, which drinks will you be recommending to customers to ring in the new year?
Kirstin: Sparkling wine is always the go-to, with great options like Bolle, Joyus and Boresso. However, sparkling tea is one of my new favorites. There are a few brands out there that I love, including Copenhagen Tea, SemiPlume and Muri. All three are so interesting in their combination of ingredients.
I also love the cocktail we created last year, "Ringa in the New Year” featuring Ringa as the base.

ModSub: Lastly, what advice would you give someone looking to open a non-alcoholic bottle shop in their own community?
Kirstin: I've thought about this a lot. Opening a non-alcoholic bottle shop is definitely fun and exciting but it's still a business at the end of the day. Here’s my advice:
Have a good accountant! Don’t skimp by hiring the cheapest option—it’s the surest way to end up spending more money.
Be consistent. No one likes to show up during business hours only to find the shop closed. Your whole goal should be to build trust and confidence with customers. Whatever it takes to get that it's invaluable.
Pour samples, tell stories and make sure they feel like you are taking good care of them. They will come back.
Be aware of all the new products that come out. Do your research and sample your products over and over. They may change to you over time.
Do events, but only the events that make sense. It's lovely to do small things for customers or friends, but if it doesn't bring in the ROI what's the point on spending that time when you could be focusing on your shop.
Try to have fun. Yura and I have a deal. When it stops being fun, we move on to something else. I can't imagine that day. This has been the most fun I have had in a long time and doing it with my family makes it amazing.
Cheeky & Dry is located at 6120 Phinney Avenue in Seattle and can be reached online at www.cheekyanddry.com

READS + LISTENS
Last Week’s Edition + Other Suggestions
Here’s another podcast I would recommend. Based in the UK, Denise Hamilton-Mace has some fascinating guests on her show and it’s well worth a listen and a subscribe. Denise also publishes the No Low Drinker magazine.
With the World Alcohol-Free Awards just around the corner, this episode below digs deep into how the awards are judged and the organized chaos behind the scenes.

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