Our first Q&A of the year is here, and we’re so excited to kick it off with the ever-lovely Larry Weintraub, CEO of Beckett’s. We chat all things zero-proof, from his connection to the space, to favorite pairings and thoughts on how mindful drinking is changing the way we gather. This is our first time featuring Beckett’s in our boxes, and it’s been a true joy getting to know Larry and his team. A testament to the incredible people in this space, and we feel lucky to continue learning from them.

With Dry January in full swing, what does mindful drinking mean to you and how do you see Beckett's fitting into months like this?

Mindful drinking means being good to yourself. No judgment, just a chance to reset and start the year feeling your best. We've been making non-alcoholic beverages for over five years, and every January, we try to show up with that same supportive energy. This month is also a beautiful opportunity for people who've never tried Beckett's to discover drinks they'll love not just in January, but all year long.

How do you picture people enjoying the Mystic Dove and Juniper Fly flavors at their best?

Mystic Dove, our Grapefruit Paloma, is incredibly refreshing over a tall glass of ice. Honestly, it doesn't need anything else. Juniper Fly is our take on a non-alcoholic Gin & Tonic. If gin isn't usually your thing, don't let that scare you off. We've made it tonic-forward with just a whisper of juniper. It's delicious over ice on its own, but it also loves a squeeze of lime or lemon if you want to make it your own.

Right now, what's your go-to Beckett's pairing or favorite selection?

During the holidays, we served a non-alcoholic Spiced Apple Mule at local LA tasting events that people absolutely loved—it tasted like fall in a glass. Now that winter's here, I've been making something really simple: our NA Gin & Tonic over ice with a squeeze of lime and about an ounce of our NA Amaretto. I made it the other night while watching the Stranger Things finale, and it was perfect.

Beckett's NA Spiced Apple Mule Recipe
2 oz Beckett's NA Cinnamon Whiskey
2 oz apple cider
0.5 oz fresh lime juice
Pinch of chili con limón (optional)
Pour over ice and top with Beckett's NA Moscow Mule. Garnish with an apple slice if you're feeling fancy.

What do you think makes Beckett's stand out from other RTD zero-proof cocktails?

There are some genuinely great NA options out there, and we love that. What makes Beckett's special is what we call "approachable". When you see a Moscow Mule on our label, that's exactly what you're getting. We keep things low calorie, low sugar, and work hard to keep our prices accessible, because we want everyone to be able to enjoy what we make.

How has leading Beckett's changed the way you think about cocktails, hosting, or community?

Honestly? At first, I didn't get it. Why would someone who drinks alcohol want a non-alcoholic version? And why would someone who doesn't drink want something that mimics alcohol? But once I learned that people were looking for healthier options, and I saw the incredible innovation happening in this space, I was hooked. Now I scan every bar and restaurant menu for NA options. When I visit friends, I bring Beckett's, and people genuinely light up having quality choices beyond soda or seltzer. And the community of makers? It's a tight-knit family where everyone roots for each other. You don't see that everywhere.

Looking ahead, how do you see the future of mindful drinking and what role do you hope Beckett's will play?

This isn't a fad. Yes, alcohol consumption is down right now, and it may rise again, but whether or not it does, the quality options in this space will only continue to improve. Mindful drinking will be here to stay. My hope is that Beckett's will be part of people's lives for many years to come. We've already been here longer than most, and we want to keep delighting people for generations.

Are there any fun projects or releases for Beckett's in 2026 that you can give us a sneak peek on?

The number one request we get is for variety packs with all our flavors. So yes, you'll be able to pick up a variety pack with all four of our core RTDs, and we're doing the same for our spirits. We've also got something special planned for the holidays that we almost launched last year. It was delicious, just needed a little more tweaking. I think you're going to love it.

Has there been a moment or a piece of feedback from your community that really stuck with you along the Beckett's journey?

I came into this business knowing nothing about making consumer products. My background was in marketing and entertainment. And this is hard work. What's stuck with me most isn't even feedback, it's support. For example, there's a wonderful couple who run a non-alcoholic shop in LA. I cold-emailed them asking if they'd try our products. They invited me down, gave us a chance, and now we sell really well there. We're both small businesses helping each other succeed. That's what community means, especially in a space that's still finding its way to mainstream. When you're building something new, whether you're making it or selling it, that mutual support means everything.

If you could raise a glass to anything right now, what would it be?

Every generation probably feels like the world is troubled or scary, and it certainly feels that way now. I try to focus on the good and not dwell on what I can't control. I raise my glass to friendship, family, and health, the things we actually have some say in. It's hard to change the world, but we can celebrate what we have and the people we love.

Larry’s vision is clear: create drinks people love, show up with intention, and raise a glass with something you truly enjoy alongside the people who matter most. We’re grateful to have Beckett’s to do exactly that.