Elevating the Boozefree Beverage Experience for Mingle Mocktails
Brand Strategy, Packaging Design, Commercial Photography, Merchandising & Clothing, Omnichannel MarketingAjnci partnered with Mingle Mocktails to transition the company from a regional product into a mainstream, female-focused lifestyle brand. By completely refining their brand identity, introducing highly versatile ready-to-drink packaging formats, capturing vibrant product photography, and designing custom lifestyle apparel, our agency helped Mingle capture a booming zero-proof whitespace. The holistic rebrand and strategic market positioning resulted in explosive, data-backed revenue growth and massive retail expansion.
CHALLENGE
Despite a massive cultural shift in health and wellness—where 40% of Americans abstain from alcohol entirely and 60% take regular breaks—the non-alcoholic beverage market was fundamentally missing the mark. The industry was heavily skewed toward male-dominated non-alcoholic beers or expensive elixirs containing mind-altering nootropics that aren't safe for all consumers. The client's core pain point was overcoming the stigma of alcohol-free choices while capturing a severely underserved female demographic (53% of women report they don't drink). Mingle needed Ajnci to formulate a comprehensive creative strategy that would position them as the #1 non-alcoholic cocktail choice for women and secure placement on mainstream retail shelves.
RESULTS
By strategically positioning Mingle's vibrant new assets next to traditional beer and wine sets, Ajnci's creative and market expertise successfully solved the brand's visibility and stigma challenges. The "after" scenario was defined by phenomenal, data-driven success: Mingle achieved a 137% year-over-year revenue growth in 2020 ($576,000) and maintained incredible momentum to hit $725,000 in 2021. Capitalizing on a staggering 920% growth in online e-commerce sales, the brand rapidly expanded its retail footprint to over 2,000 accounts—including premium grocers like Whole Foods, Wegmans, and Safeway. Through our cohesive strategy, Mingle achieved an impressive bottle velocity of 4+ units per week per SKU, laying the foundation for a forecasted $1.4 million in 2022 revenue.
Mingle Mocktails is a premium, women-owned beverage brand dedicated to crafting low-calorie, non-alcoholic sparkling mocktails. Founded by Laura Taylor—a self-described "Boozefree Badass"—the company was born out of the realization that people choosing not to drink were often left with uninspired options like plain seltzer. Mingle provides inclusive, festive drink alternatives free from artificial sweeteners and mind-altering additives, ensuring that everyone can feel like they are truly part of the party, regardless of their lifestyle choices.
APPROACH
MARKETING
We executed a multi-channel marketing and PR campaign to amplify Laura Taylor's compelling founder story. By driving online awareness through targeted digital channels, hosting virtual happy hours with corporate clients like Google and SAP, and architecting a strategic philanthropy initiative with PACT for Animals, we successfully generated massive social media engagement and secured notable press placements in Rolling Stone, Men's Journal, and TODAY.
APPROACH
PACKAGING
To meet diverse consumer needs and empower omnichannel distribution, Ajnci expanded Mingle's packaging ecosystem. We designed sleek, 12oz ready-to-drink cans to complement their classic 750ml glass bottles, allowing for single-serve social connections, outdoor occasions, and high-volume retail displays. The vibrant, color-coded designs clearly communicated the brand's core pillars—"low calorie," "clean ingredients," and "naturally flavored"—ensuring the product popped on the shelf whether placed in the mixer aisle or the beer and wine section.
APPROACH
PHOTOGRAPHY
To provide necessary context for the brand's strong new visual identity, our commercial photography team focused on capturing the bright, natural essence of the product. We utilized fresh floral garnishes and real fruit props—like vibrant blood oranges, whole blackberries, and fresh cucumber ribbons—to visually communicate the "clean ingredients" without needing a single word of copy. Furthermore, we captured dynamic lifestyle shots in social environments, such as outdoor patios and Topgolf events, to visually reinforce the "Mix or Mingle" messaging and prove that alcohol-free choices belong at the center of the celebration.
APPROACH
CLOTHING
To further establish Mingle as a true lifestyle brand rather than just a beverage on a shelf, Ajnci conceptualized and produced a line of promotional clothing and branded merchandise. Building on the founder's "Boozefree Badass" persona and the inclusive "Let's Mingle" tagline, we designed wearable touchpoints—including custom branded tote bags used for high-visibility retail displays and casual event apparel. This merchandising strategy transformed consumers and brand ambassadors into walking billboards, allowing them to wear their inclusive, alcohol-free lifestyle choice with pride. (