Adult non-alc (ANA) beverage retailer Boisson has brought in new leadership after clawing its way back from bankruptcy.
In an effort to “restructure its direct-to-consumer market strategy and usher the brand into its next phase of growth,” the company has appointed Holly Berrigan as CEO and Hannah Delaney as president. Berrigan and Delaney previously supported Boisson as consultants, partnering with the firm’s external stakeholders on marketing and strategic efforts in 2024. Arie Gurevitch, current CEO, will transition to an executive board member.
Just three years after its launch, Boisson rocked the non-alc industry when it filed for bankruptcy in April 2024 with little word to its suppliers on the future of their partnership. The closure and its handling left many stakeholders in ANA frustrated, and sparked ripple effects across the industry. Meanwhile, Boisson’s leadership put together a plan to rebuild under the type of bankruptcy that allows small business owners to reorganize debt and pay back creditors without ceasing operations.
The company was taken over by Gurevitch, former director of e-commerce for Southern Wine and Glazer’s national accounts, and Clyde “Tripp” Rea. Founder Nick Bodkins is now chief marketing officer.
According to BevNET/Brewbound’s last update from Bodkins, Boisson’s e-commerce business was set to continue, as well as a “hub and spoke” model whereby the company would import and help power brands’ direct-to-consumer sites and any other third party sub-distribution. On and off-premise distribution was also still part of the business operation, with a team on the ground in New York. The company also launched a sister site, Buzz By Boisson, focused on hemp-derived, functional, and adaptogenic beverages.
Now, it appears Berrigan and Delaney will apply their experience in direct-to-consumer marketplaces to Boisson’s next chapter emphasizing “customer-first initiatives like NA community partnerships, further integration with vendors, new product launches, improved transparency, and a recommitment to the values that originally defined the brand: access, quality, and curiosity in how we drink,” according to a release.
Berrigan founded MYSA Natural Wine, an online natural wine marketplace, in 2017, and Pioneer BevCom, a digital performance agency, in 2020, where Delaney serves as managing partner. Together, they played a key role in supporting the consolidation and launch of a joint venture between Gold Medal Wine Group and Last Bottle Wines.
“We’ve seen firsthand how much potential still exists within the non-alcoholic beverage category and the community that believes in mindful drinking,” said Delaney. “Boisson has a strong brand foundation – Holly and I are here to build on that. We plan to ensure that our deep commitment to these products, our customers, and our vendors is felt in every part of the business.”
One of the first strategic initiatives the new leaders are implementing is a NA program for Restoration Hardware, where several Boisson products will be available for sampling starting July 2025.