Euphorika’s Fresh Take on Botanically Inspired, Alcohol-Free Celebrations
- Sarah Drews
- Oct 3, 2024
- 5 min read
Updated: May 7
Welcome to our interview series, where I warmly invite you to explore the remarkable stories of entrepreneurs reshaping the wellbeing landscape in South Africa.
Guest: Euphorika
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Today, I'm excited to introduce Euphorika, a premium sparkling alcohol alternative crafted by the talented team of Jordan, Cailin, Dimitrij, and Mike. Infused with Sceletium tortuosum, a succulent plant used by the Khoisan people for centuries, Euphorika offers a distinctive blend of relaxation, bliss, and euphoria. Join me as we step into how this groundbreaking beverage provides a pure, natural high and a refreshing new way to unwind and celebrate life’s cherished moments.
Sarah: To begin with a bit of a backstory, what was the pivotal moment that sparked the idea for your wellness drink?
Jordan: Towards the end of 2021, after a handful of years with my nose embedded in the health and wellness industry, I began to feel like the space could do with a shift in appealing to a larger scope of people. The format of health products seemed to be niche and highly specified. I was inspired to bridge the gap and blur the lines between hippies and highbrows. In tandem with this, my partner, Cailin, has always been a sober being and could really feel the lack of social alternatives when going out to recreational spaces.
Around this time, the four of us—Mike, Cailin, Dimitrij, and myself—came together to discuss potential business opportunities. Initially, we explored ideas involving commercializing African botanical ingredients. However, during a pivotal meeting, Dimitrij suggested forming a team to create our own beverage brand. This idea resonated with all of us, and we decided to pool our diverse experiences and visions to bring it to life.
Mike's background in media and marketing with some of the biggest companies in the world helped bring the brand to a tangible and representable format, adding the next layer of substance to our collective vision. Dimitrij, based in Barcelona at the time, brought years of international consulting and management experience, including work with blue-chip global beverage companies. His expertise was instrumental in refining our concept into a premium, ready-to-drink, alcohol-free beverage.
Through our collaborative efforts and shared passion, Euphorika was born. The team currently consists of our four founding members, each bringing unique skills and perspectives to the table. We're more driven than ever to revolutionize the beverage industry with our innovative approach to alcohol-free drinks.
Sarah: As you reflect on your journey, is there an unexpected skill or experience from your past that’s turned out to be a surprising asset in your current venture?
Jordan: In reflecting on this rollercoaster journey, I’ve found myself in many unchartered territories and often felt quite out of my depth at times. I think something that has been incredibly helpful for me has been a natural desire to learn new skills, understand new systems, and deepen my knowledge through experience. I’ve also always been an extrovert with a lot of confidence and an expansive network. These qualities have proven to be incredibly advantageous on this journey into new waters.
COMBINING
STATE OF
THE ART TECHNOLOGY
WITH THE
ANCIENT
WISDOM OF NATURE
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Sarah: Can you walk us through the incredible benefits of Euphorika and how it contributes to wellbeing?
Jordan: Euphorika is a functional botanical beverage offering a truly uncompromising alternative to alcohol. With potent botanical compounds derived from Africa’s indigenous pharmacopeia, Euphorika offers you a full, congruent, natural high. With Sceletium as our primary psychotropic, you can benefit from mood-elevating, stimulating, and socially lubricating effects. Everyone’s experience is unique, and we believe we have made a beverage that suits individuals’ evolving needs. Pure, natural highs with no next-day effects.
"Everyone’s experience is
unique, and we believe we have made a beverage
which suits individuals’ evolving needs."
Sarah: What has been the most rewarding part of bringing your alcohol-free, mood-elevating beverage to life?
Jordan: I think I can safely say that the most rewarding part of our journey so far has been the community we have created along the way. Inspiring moments of elated communion between friends and offering people a connected way to celebrate together. Attending festivals and spending time with drinkers of Euphorika always brings us so much joy in seeing the vessel of positive experience we have created.
Sarah: Every entrepreneur faces their share of obstacles. Could you share some of the initial hurdles you encountered in the beginning and how you tackled them?
Jordan: Over the course of 3 years we have faced a plethora of obstacles and hurdles, some small, others rather overwhelming. With such a small team, there is always going to be things that fall through the cracks and mishaps along the way. I think the most important thing is that each time we encounter hardships, we apply a very practical process of resolution and then immediately outline mitigation controls for the future. This helps us avoid making the same mistake twice. Which I think is fundamentally the most important thing, because no matter who you are, there are always going to be mistakes when nursing a new grassroots project.
Cailin, Dimitrij, and Jordan & Euphorika
Sarah: Give us a glimpse into your world! What does a typical day look like for you as an entrepreneur?
Jordan: A day in the life for us is very dynamic. At the moment we are all hands on deck and assuming the role of a full-blown team between just 4 of us. This means that on any given day we could be doing design briefs, production runs, market visits, and online calls. For the most part though, Cailin and I spent most of our days checking up on our customers and finding new spaces where we can bring Euphorika to life. Lots of driving, lots of conversations, lots of coffees.
Sarah: When you’re in need of a recharge, what’s your go-to method for finding that extra boost of inspiration?
Jordan: For me, the best boost of inspiration is always interacting with our community. Spending time with people who use and love Euphorika and seeing the difference we are making in real time. Nothing is more rewarding, energising, and inspiring than that. Cold swims help too, though.
Sarah: What’s your vision for the future of non-alcoholic wellness beverages, and how do you hope your Sceletium drink will impact the industry and your customers' lives?
Jordan: I envision a world where alcohol is no longer the primary focus or medium of social communion. Where the abundance of other options is widely available and accessible. So that every single person, no matter what demographic or preference, feels like that can make the right choice for every moment. I think there is a time and place for all things and believe people should have full cognitive liberty over their consumption choices, but we desperately need more options.
If you're curious to experience Euphorika
for yourself, visit their website:
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For more uplifting stories about entrepreneurs who are making an impact in the wellbeing community, stay tuned. We can’t wait to share more inspiring insights with you!
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