According to a 2021 Gallup poll, 60% of American adults said they drink alcoholic beverages…
Which is down from 67% in 2010.
And young people seem to be leading the charge on this change.
The share of college students choosing NOT to drink jumped from 20 to 28% from 2002 to 2018 (JAMA).
So you have people who choose TO drink, and those who choose NOT to. But what about the people who want to drink, but do it consciously?
Enter BODY 👀
🍸 The first vodka spirit with 25% less alcohol than traditional 80 proof, without a single sacrifice to taste.
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BODY came out of the idea that not all vodka needs to be 40% alcohol volume.
And that the drinking experience can be redefined so you can own your night, not have your night own you.
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Jilly Hendrix, the founder of BODY, has been a true jack-of-all-trades her entire career.
She went from working in music marketing at CAA to…
Becoming a DJ, meme maker, and social media strategist for growing brands to…
Starring in a TV show, building a live shopping app, and investing in DTC startups.
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During her time as an investor she came up with the idea for BODY & decided to go for it.
With the idea being you can have 3 drinks instead of 2…or 1 drink that’s a lot lighter.
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Jilly Hendrix started BODY because she couldn’t find anything in the spirit space that spoke to her.
She loved to go out but was a “lightweight,” which drove her to a create a lighter alcohol with the same taste profile.
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The first question she asked herself was
“Why is all hard alcohol 40% alcohol volume?”
“Especially in comparison to beer that’s 5-8% and wine that’s 11-15%?”
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She questioned why there was such a large jump between the categories…
While simultaneously noticing people were becoming much more intentional about what they put into their bodies.
BODY is distilled with non-GMO corn from Indiana, alkaline water, and a touch of agave nectar.
This was intentionally done to give it a “whole body” mouthfeel, so you can still make the same drinks you’d craft with traditional vodka without any sacrifice to taste.
Jilly says their biggest battle is competing with legacy, hard alcohol brands that have been around for 100 years +
And have much higher budgets for converting customers and accounts.
Which is why the BODY team is highly focused on building community and a movement around their product so they can connect with people 1:1.
That, in addition to the fact anytime someone tries BODY for the first time and realizes there’s no burn, they’re keen on using it from there on out.
Looking ahead, Jilly is most excited about getting BODY into all 50 states and continuing to educate people on the value of lower proof spirit options.
