The Rise of Brookvale
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ALCOHOL
100% FUN I walked into a store and asked for a natural deodorant. The shop assistant looked at me like I was crazy. That’s when I launched Nourished Life - to help other women find what I was looking for.”
CLONTARF MUM-OF-FOUR, IRENE FALCONE, LAUNCHED NOURISHED LIFE, AN ONLINE BUSINESS CURATING THE BEST TOXIC-FREE, NATURAL SKINCARE AND BEAUTY PRODUCTS IN 2012. FIVE YEARS LATER SHE SOLD IT FOR $20 MILLION. NOW, THE SOCIAL MEDIA SAVVY, MARKETING QUEEN IS SUPER EXCITED TO BUILD A BRAND NEW TRIBE WITH HER BROOKVALEBASED, NON-ALCOHOLIC SUPERSTORE, SANS DRINKS. AND IT’S GOING TO BE FUN!
Irene Falcone is a bundle of energy, the type of energy that’s highly contagious. She also has a way with words and when she shares them in her videos on social media, everybody listens. “I’m the biggest fan of online retail,” she cheers enthusiastically. “I love to talk to people through social media and get products in their hands as soon as possible at the best price.” Irene’s entrepreneurial journey began in 2011 when she started the search for toxic-free beauty products. “I wanted to get healthy,” she explains. “I had a lot of fatigue and gut health issues and decided to take a closer look at my products. I’ll never forget the day
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While she still works at Nourished Life one day a week, it was another a-ha moment, this time shopping for alcohol-free wine, that led Irene to her next big business. “I went into a bottle shop to get some non-alcoholic beer and wine, and they looked at me the same way the lady looked at me 10 years ago when I asked for natural deodorant. A look that screamed, ‘Why would you do that?’” That was all Irene needed to launch Sans Drinks, a non-alcoholic superstore in Powells Road, Brookvale, stocking 0% alcohol free champagne, wine, spirits, beer and more. “I love distrupting an industry,” she admits with a laugh. “Now I have that catchphrase, ‘What’s the point?’ on our Sans Drinks delivery boxes.”
MINDFUL DRINKING Just like Nourished Life, Irene started Sans Drinks at home. “After two weeks working out of my garage, I realised that was a bit silly,” she laughs. “I love being in Brookvale. I’m surrounded by breweries and there’s a non-alcohol distillery here now too. There is an incredible vibe and community feel. I’m in my element.”
Words: DONNA Images: SANS
ARMSTRONG DRINKS
Irene is committed to sourcing the best non-alcholic drinks from around the world and her warehouse is open for tastings. “I’m trying hundreds of wines every month and I stock the good stuff we’re a superstore not a boutique,” she says proudly. While her customers are varied, Irene admits there are two groups she talks to a lot. “I meet women like me in their late 30s to 50s who have had enough of drinking. They used to have a glass every night, but they want to fit into their jeans. If you take out the alcohol, you take out the calories. “Then I meet men in their 60s, 70s and 80s whose doctors have said they can’t drink because they have health or liver issues. They’re the hardest to look after because they’re not happy. It’s not their decision - it’s doctor’s orders. They miss drinking beer, gin or scotch. I do private tastings with them. It takes time but they leave here very happy.” Irene is on a mission to promote mindful drinking and normalise non-alcoholic booze so people can drink and still feel sexy and cool. “It’s good for you,” she says. “I’m trying to get people to enjoy the taste of wine and beer without the alcohol. Plus, the death toll on roads from drinking is through the roof. Something like 30% of people who drink still get behind the wheel,” she says.
