Share a little background on the brand:

Swoon is on a mission to take sugar out of society. For us it’s personal. Ever since my partner Jen was diagnosed with Type 1 diabetes at a young age, she has been on the hunt to find delicious, zero sugar drink alternatives. One day Jen came over to help me cook and prepare a dinner party. As I poured a cup of sugar into water to make simple syrup for my go-to mojitos to honor my Cuban roots, we realized we had to find a great-tasting way to make a healthy drink. Swoon creates beverages that reflect your favorite flavors by combining a love for the classics with a commitment to plant-based ingredients, delivering delicious, refreshing drinks that always taste great. Unlike other zero-sugar drinks, Swoon doesn’t use artificial sweeteners or ingredients to achieve our great taste.

What makes Swoon unique?

We’re committed to taking sugar down, so we’ve partnered with Madison Boys & Girls Club to provide their Clubhouses and Food Pantries with Swoon’s zero sugar Lemonade to help reduce sugar consumption for today’s youth. For every case of Swoon Lemonade sold online, we donate one can to Madison Boys & Girls Club. Right now we’re only a small part of the solution but are committed to keep doing more. A healthier society starts with a healthy you.

How has your business impacted you personally?

A lot! In ways I’m likely not even aware of. On the product side, I really am much more aware of hidden sugars and the benefits of simply not drinking it. I still have a piece of chocolate every night before bed since it’s good for the soul. But, with my kids, I try to model and share a love for and education around what they consume by learning together how different foods do different things for the body and involving them in preparing their food.

What challenges have you faced as an entrepreneur?

How much time do you have?! I’m surprised that I haven’t totally gotten used to the whiplash of the ups and downs on a personal level. I ride high on the wins and very low on the losses — and they somehow don’t temper each other. It’s also been a challenge to get the product to taste great, so we spent two years perfecting our simple syrup because of that. I am not a no dessert person or an ultra-healthy eater, so my bar for something tasting good is it tasting like the real thing. And, yet, taste is so subjective. My favorite isn’t our bestseller so we really do listen to our customers closely and always aim to improve.

What’s next for Swoon?

We really want to make a dent in sugar consumption. If we hit our growth goals, if in the next 3 years Americans choose Swoon instead of a sugary drink like lemonade or iced teas, we’d consumer 1 billion fewer grams of sugar. That keeps our team going!

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