44: How Little Saints’ Megan Klein Built a $9 Million Non-Alcoholic Cocktail Brand - Business of Drinks

This episode dives deep into the non-alcoholic cocktail space, featuring Megan Klein, founder of Little Saints. From its beginnings as an experimental product during the pandemic to its current $9 million annual revenue, Little Saints is a brand that’s forging new territory in the drinks space with its functional beverages featuring lion’s mane and reishi mushrooms. Whether you’re a founder in the drinks industry or simply a curious consumer, this episode is packed with insights you won’t want to miss.

In this episode, Megan shares:

• Her journey from corporate lawyer to beverage entrepreneur and how her love for nature inspired Little Saints.

• How Little Saints uses adaptogens like reishi and lion’s mane mushrooms to offer unique effects, from relaxation to cognitive "magnetism."

• The challenges of pivoting Little Saints’ business model, including abandoning costly PR and marketing for direct-to-consumer advertising.

• A behind-the-scenes look at Megan’s appearance on Shark Tank, where she confidently walked away from undervalued offers.

• Why Little Saints' branding and consumer focus have shifted to attract a broader, gender-neutral audience.

As Megan shares in the episode, Little Saints is more than a non-alcoholic beverage brand — it’s a movement toward mindful drinking and better living. Learn how she’s connecting with customers around the country, and forging a community of superfans who share her vision.

And on Last Call, we discuss our “Cocktail Mt. Rushmore” — the top four cocktails each of us would happily subsist on if all other cocktails disappeared. Did the Manhattan, Espresso Martini, and Last Word ascend the peaks of cocktail greatness? Find out.

Stay tuned for our next episode dropping on January 1. 

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Erica Duecy, co-host:

Erica Duecy is founder and co-host of Business of Drinks, and one of the drinks industry’s most accomplished digital and content strategists. She runs consultancy and advisory arm of Business of Drinks, and has built publishing and marketing programs for Drizly, VinePair, SevenFifty, and other hospitality and drinks tech companies.

https://www.instagram.com/ericaduecy/

https://www.linkedin.com/in/erica-duecy-4a35844/

Scott Rosenbaum, co-host:

Scott Rosenbaum is co-host of Business of Drinks, and a veteran strategist and analyst with deep experience building drinks portfolios. He currently serves as North America Search Manager at Distill Ventures. He was formerly the Vice President of T. Edward Wines & Spirits, a New York-based importer and distributor. 

https://www.linkedin.com/in/scott-m-rosenbaum/

Caroline Lamb, contributor: 

Caroline is a producer and on-air contributor at Business of Drinks and a key account sales and marketing specialist at AHD Vintners. 

https://www.linkedin.com/in/caroline-bork-lamb/

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