In a tale reminiscent of a small business overcoming challenges, Canada’s inaugural non-alcoholic winery secured a substantial $1 million investment on the popular TV show Dragons’ Den in January. The brainchild of Tyler Harlton from Pense, Sask., and Chris Pagliocchini, a scientist at Agriculture Canada, ONES has its roots in Summerland, B.C. Both Harlton and Pagliocchini bring a wealth of experience to the table, with Harlton’s upbringing in the agricultural sector complementing Pagliocchini’s scientific background.
The duo shared that their appearance on Dragons’ Den played a crucial role in crafting wines that mirror the taste and texture of traditional alcoholic varieties. Unlike conventional wines, ONES’s offerings contain a mere 0.5% alcohol and zero sugar. Since its inception in 2022, ONES has transitioned from niche boutique outlets to a presence in nearly 600 retail stores nationwide.
Discussing their Dragons’ Den experience, Harlton expressed gratitude for the validation of their hard work over almost four years, noting that the Dragons acknowledged the business’s value and growth potential. The investors were pleasantly surprised by ONES’s rapid revenue growth, particularly when Harlton and Pagliocchini revealed their strategy of reinvesting profits into marketing efforts.
Notably, seasoned Dragon Arlene Dickinson advised the ONES team to leverage their Canadian roots, emphasizing the importance of promoting their Canadian identity in the current market climate favoring locally-produced goods. In response, ONES has incorporated a Canadian maple leaf on their merlot bottles, signaling a commitment to embracing their national heritage.
Beyond commercial success, ONES’s journey holds significance in challenging stereotypes associated with non-alcoholic beverages. By offering quality alcohol-free wine, the brand aims to cater to individuals who prefer or need to avoid alcoholic drinks without facing societal judgment. This inclusive approach resonates with consumers like Katherine Herback, who, due to health reasons, sought alternatives to traditional alcoholic beverages.
Herback’s experience underscores the demand for premium non-alcoholic options like those offered by ONES. The brand’s success on Dragons’ Den signifies a broader shift in consumer attitudes towards non-alcoholic beverages, signaling a more accepting society for individuals with diverse preferences and health needs.
Ultimately, it was beverage industry leader Manjit Minhas who extended a $1 million investment offer to the ONES team in exchange for a 15% equity stake on Dragons’ Den, marking a significant milestone for Harlton and Pagliocchini as they raise a toast to their continued success.
This article was originally published on [Source](https://www.cbc.ca/news/canada/saskatchewan/saskatchewan-born-co-owner-non-alcoholic-winery-1m-dragons-den-deal-9.7094450)