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Behind the Brand: A Q & A with Pentire's founder, Ed Grieg-Gran

Behind the Brand: A Q & A with Pentire's founder, Ed Grieg-Gran

An interview with non-alcoholic spirit brand, Pentire's founder, Ed Grieg-Gran.

June 3rd, 2023

Tell me about Pentire's origin story.

Pentire is all about active living and being outdoors; we set out to create healthy drinks for folks who shared our love of those things.

After spending almost a year working experimenting with plants from our local coastline in Cornwall, UK; we landed on our first non-alcoholic spirit, Pentire Adrift. There are now 5 products in our range including our non-alcoholic aperitif, the Pentire Coastal Spritz, which is bright red and has quickly become our best seller!

I joined Frosty, my co-founder, a few months into starting the business and fast forward four years, I’m now living on Venice Beach in California. Since launching Pentire in the USA, our growth has quadrupled and it’s super exciting to see our active community growing across the pond. There’s something pretty special about seeing people drinking Pentire at Malibu Farm after starting the brand in our tiny flat in Cornwall a few years ago.

How is Pentire different from other non-alcoholic beverages on the market?

Pentire is all about health and active living and we’re more interested in building a brand centred around that lifestyle than pushing sobriety.

We’re not trying to encourage people to stop drinking (and interestingly 80% of our customers still drink alcohol) - just making sure there’s a healthy and delicious option out there for folks that share our love for keeping active and healthy.

All of our drinks have this delicious coastal flavour profile too, which is pretty unique in our space.

Why is being a certified B Corp company important to Pentire?

Ultimately, Pentire is about giving people clarity of mind to enjoy meaningful experiences outdoors, so looking after mother nature from the start and making sure our whole team can get outside and be active during the working day was a non-negotiable.

We’ve tried to make ethical decisions at every stage of building the business to stay true to this, from using carbon-offset deliveries to recyclable packaging and working with amazing charities who share our love for the ocean like Blue Marine Foundation.

Probably the best thing about being a B Corp is being part of the community that comes with it. Everyone is super inspiring and we learn a lot from each other.

What's next for Pentire?

We’re just super excited to grow our like-minded community in the USA.

There’s a great surf scene in Cali and Pentire feels like a really natural fit here - we’ve actually just launched our range of pre-mixed cans in Erewhon Market and have listings in places like Butchers Daughter, Malibu Farm and Soho House - so we’re excited to see what happens next.

Where can one purchase Pentire?

You can shop Pentire from our online store and we’re also stocked in a range of retailers across the USA like Erewhon, Boisson, and activewear store, Huckberry - the best way to find your local store is to visit the stockist page on our website.

Elena Murzello

Elena Murzello

The daughter of a Filipino-Chinese mother and an Italian-East Indian father, she comes by her exotic global influences naturally. After pursuing degrees at the University of Victoria (Nursing), and the University of British Columbia where she got her MBA, she packed her passport and headed out to the airport. Stops in Buenos Aires, London, Paris, Barcelona, Rome, Dubai and Tokyo gave this world traveler a true appreciation of the international lifestyle. Elena authored the book The Love List: A Guide To Getting Who You Want, which was published in 2013. Elena has appeared on the Tamron Hall Show, NBC News BETTER, The Today Show (Australia) and Good Morning Washington. She has also published countless pieces for both online and print: Thrive Global, Huffington Post Canada, Cosmopolitan UK, BELLA and RESIDENT Magazine. And now, House of Coco. Besides being a published author, the multi-talented Murzello also secured a reoccurring acting role on the Showtime series The L Word, (available on Netflix) and has appeared in television commercials for international brands such as AT&T.

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