Not ready to tell the in-laws

When Andee and I launched our business in 2022, we knew that pregnant people would always represent a segment of our customer base. Our region of Indiana attracts growing families with its school systems, abundant parks, and youth sports programs. What we didn’t anticipate, however, is a sub-group of pregnant customers seeking drinks that don’t instantly reveal themselves as alcohol-free.

We're talking about people who are pregnant but aren’t ready to tell everyone they’re pregnant. We typically see an uptick in these customers in the days leading up to a holiday, and this past 4th of July was no exception. Here are our picks for hiding your pregnancy from the in-laws:

TÖST Sparkling Teas

We call TÖST the crowd-pleaser because everyone loves it. TÖST is a great choice for a family of drinkers and non-drinkers. Bringing a bottle to a dinner doesn’t advertise that you’re pregnant. It shows you have great taste! TÖST is gluten-free, vegan, and kosher. Someone else at the dinner will surely want to imbibe, and no doubt, they’ll ask where you picked it up.

Mingle Mocktails

Mingle calls itself “flexibly mixable.” We love that! Party guests can drink Mingle straight from the can, pour it into a glass with ice, or mix it with a zero-proof or traditional spirit. As a side note, we like adding a shot of Cut Above Agave Blanco or Mezcal to the Key Lime Margarita. Offer Mingle as a fun contribution to the party. No one needs to know you aren’t mixing yours with alcohol, and we recommend wine markers to keep track of your drink without the booze.

Hand on Heart Wines

If someone is known within their family as a big wine drinker, it can be a baby-on-the-way pastel-colored flag if they show up without a bottle. For these folks, we point them to Hand on Heart Alcohol-removed wines. The label is gorgeous and alcohol-removed is in extra small lettering. Since Hand on Heart isn’t yet available at big box stores, someone would have to be “in the know” or examine the bottle closely to catch that there is no alcohol.

We love meeting soon-to-be moms and dads! We get it. The decision when to share your big news is a big one. With the above options, you can make sure the announcement is on your timeline.

Kristin Patrick

Co-Founder, Loren’s Alcohol-Free Beverages