The Bold and the Bubbles

NORTHERN BEACHES MUM IRENE FALCONE HAS SINGLE-HANDEDLY TURNED THE ALCOHOL INDUSTRY ON ITS HEAD. BUT DISRUPTION AND BRILLIANCE COMES AT A COST, WRITES DONNA ARMSTRONG.

Sans Drinks owner Irene Falcone is tired. The mum of four has had a busy week, talking to media and meeting a swarm of new customers in the non-alcoholic bottle shop she opened in Freshwater in May.

“To be honest I’m absolutely shattered,” she says, still fl ashing her trademark smile. “Did you see the story on Channel 7 last night? It’s been nonstop.”

By nonstop, Irene means the energy. The energy of what she’s doing in business has been nonstop. And sitting on a plush green bar stool at the Sans Drinks counter, it’s easy to see why one of Australia’s most successful entrepreneurs is tired.

In 2017 Irene sold her fi rst business, Nourished Life, for $20 million. Since then she launched Sans Drinks online, opened a warehouse in Brookvale, completed a shop fi t out, and unlocked the doors to Australia’s fi rst non-alcoholic bottle shop.

Irene works seven days a week, ordering stock, stacking shelves and shipping to customers from her online store, all while creating a storm on social media where she posts daily, and personally answers hundreds of questions about her products, conducting press interviews, being a mother, a wife and raising four kids. Not to mention fending off trolls who abuse her on social media.

WORDS: DONNA ARMSTRONG PHOTOS: SANS DRINKS “Have you seen some of their comments?” she exclaims, rolling her eyes. “They’re convinced I’ll go broke. They’re acting like I’ve walked into their homes and taken all their booze away.

“I haven’t taken anyone’s booze away. All I’m doing is giving people a choice. I have never met anyone who doesn’t want to drink less.”

And that’s a fair point. Do you know anyone who wouldn’t like to booze a little less? Aussies are a health conscious bunch after all. Why wouldn’t we choose to put less crap in our bodies?

DARING GREATLY

What you may not know is Australia’s fastest growing drinks category is now non-alcoholic wine. In 2020, it was worth more than $4.5 million and the category is expanding at a rate of 800 per cent annually.

“I haven’t taken anyone’s booze away. All I’m doing is giving people a choice. I have never met anyone who doesn’t want to drink less.”

Irene Falcone, Sans Drinks

Australia’s rst non-alcoholic bottle shop

Some of the country’s biggest names in beer and wine, including McGuigan, Lindeman and Heineken have stocked for Sans Drinks, along with over 50 local and international manufacturers.

“I had so many customers come into the Brookvale warehouse it gave me the confi dence to think, if only half those people walked into my main road bottle shop, I can’t lose,” explains Irene.

Sans Drinks holds tastings everyday in store, so buyers know exactly what they’re getting and if they’re going to love it.

“I have personally tasted every product we stock,” laughs Irene. “Now, you can too.”

As we sit in the shop, chatting and snacking on Bliss Balls (yes, Sans Drinks stocks healthy party snacks too), the stream of new customers is endless. One young mum, with a two year old in a stroller, walks in at 3pm with a spring in her step.

“I’m so excited,” she cheers to Irene. “I’ve told hubby we can have a couple of drinks during the week and not have a hangover!” Ten minutes later she leaves satisfi ed and happy with two bottles of bubbles and three different cans - a variety of no-alcohol beer for hubby to try.

Charles Kettering once said, “If you have always done it that way, it is probably wrong.” Maybe that’s a good way to look at what Irene Falcone is going. And as we head into Dry July, there’s a good chance Sans Drinks will be busier than ever.

“I plan to open another 20 stores nationally by the end of next year,” says Irene proudly.

Irene Falcone might be tired for a while, but something tells us we’ll be discussing disruption and business endeavours with her for years to come. •

KEEN TO TAKE PART IN DRY JULY THIS YEAR?

The ‘Sans July Doing It In Style Bundle’ is out now.

PACK INCLUDES • Richard Juhlin Sparkling Rose • Tost Champagne alternative • Le Petit Chavin French Rose • Wild Life Botanicals Sparkling Blush (Sparkling Rose with added vitamins and minerals)

SHOP 28, LAWRENCE STREET FRESHWATER 2095 // OPEN 7 DAYS 0407 270 395 FB + INSTA: @SANSDRINKSAU www.sansdrinks.com.au