An innovative product that Niagara College’s Research & Innovation Division helped to develop was in the national spotlight as the subject of a business pitch the Dragons could not resist.
Just two years after unveiling the first non-alcoholic spirit in Canada with help from Niagara College, Founder of DistillX Beverages Inc. Bob Huitema was fired up to bring his business to the next level on CBC’s Dragons’ Den. The episode, which aired on November 25, featured Huitema presenting Sobrii Ø-Gin (zero gin) before five well-known venture capitalists in the hopes of securing an investment of $100,000 for 16% of his business.
Huitema explained what drew him to launch the innovative product and mentioned Niagara College’s role in the product development.
“I thought that what I tasted wasn’t exactly what I wanted. I set out to essentially create an experience that mimicked the drinking of a cocktail but without the alcohol,” he said. “So I developed a recipe in conjunction with Niagara College, developing the flavour, making the process food safety safe.”
Sobrii Ø-Gin not only drew positive comments from the Dragons, who had the opportunity to sample the product in original and cocktail form but solicited offers across the board from Season 14 hosts Arlene Dickinson, Manjit Minhas, Michele Romanow, Vincenzo Guzzo, and Wes Hall.
“I love that it’s zero calories and I love that it’s zero sugar and I love that it’s zero hangover,” said Dickenson. “Ticks a lot of boxes.”
“Mine’s delicious. Tastes like a cocktail,” said Romanow.
“To make a product that actually tastes like alcohol and take the alcohol out … it’s not easy,” said Minhas.
Many of the Dragons commented on the business potential for the product, which is sold at a price comparable to alcohol but isn’t subject to the same regulations.
In the end, Huitema accepted an offer for $100,000 and 20% of the company from Minhas, Co-owner of Minhas Breweries and Distillery.
“I’ve been in this business for 25 years. I used to compete with you. Now I’d like to partner with you,” said Minhas. “I can help you with R&D I can help you with manufacturing, making sure you have enough not only for Canada but for the United States.”
Watch Huitema’s pitch on Dragon’s Den at cbc.ca/dragonsden/pitches/sobrii.
View Feb. 27 2020 news release: DistillX unveils Canada’s first non-alcoholic gin with help from Niagara College
