In Founder Focus we introduce entrepreneurs and innovators working on our next generation of new business startups, social enterprises and small businesses.

At a glance

Founder: Jane Allan

Business: Finery Beverages

Founded: 2019

HQ: Auckland

Can you tell us a bit about your business?

Finery was conceived to challenge Australasia’s relationship with alcohol. In late 2019 we launched a first to market low alcohol premium 250ml RTD with a full nutritional panel, sold only in a 4 pack. The recommended maximum daily intake of alcohol. Taking a nothing to hide approach and encouraging and promoting moderation.

Following on from our moderation message we replicated our refined recipes to a 0% offering, being first on shelves in Foodstuffs New Zealand during 2020 as a 0% convenient ready to drink beverage free from sugars, preservatives and carbohydrates, making our range the cleanest and finest choice on the shelf to drink when you are not drinking, with the same refined taste and experience, minus the alcohol.

Our beverage range is to offer consumers the finest drinking experience for every occasion and let our drinkers choose whether they want it with or without the alcohol. We let you be the judge.

Three years on, Finery is now available in all Countdown stores and over half of all New Worlds nationwide with the goal to be available in all Grocery locations by the end of 2023.

Our mission is to make ‘better for you’ beverage options readily available across Australasia to actively promote and encourage better relationships with alcohol. We intend to measure the outcomes of the 0% category movement over a period of five years to see what change, ideally positive, the availability of No and Low Alcohol options has on our drinking culture.

What’s the backstory for your business idea?

As a Mum of two young boys and a seasoned drinker of top shelf clear spirits I found myself time poor and out of pocket when it came to taking all of my ingredients and spirits to friends houses and feeling that I shouldn’t also leave with the leftovers when it was time to go home.

Options were boring and sugary when it came to convenience and let’s be honest, nothing was made with good ingredients. I thought to myself I watch what I am eating so why do I have to overlook the same considerations when it comes to alcohol.

I wanted to make something premium, convenient and with no waste, so I could have 1 or 2 drinks and not worry about wasting the rest of a bottle.

Boring flavours weren’t for me. When I drink it’s because I have considered what I feel like and more importantly what taste I am after, so making something special with delicious ingredients and combinations was important.

What programmes, learning or mentoring have been of assistance so far?

  • I have had so much help, encouragement and advice along the way from each avenue of FMCG.
  • If you are passionate about your business and you are confident enough to pick up the phone and ask the right questions you will get the answers you are looking for.
  • There are some really great kiwi business owners out there that are only too happy to point you in the right direction.
  • Make sure you fill your bucket with good knowledgeable, credible connections to help you with your journey and also trust your instinct when something isn’t right to just say no and try again.


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