Co-Founder of Libra Makes Game Changers List
HALIFAX — More than two years ago, Deborah Coleman saw the potential in a non-alcoholic beverage called Libra. Thanks in large part to her ability to market the product as a social alternative to drinking traditional beer, sales have been constantly growing since Libra launched in 2020.
Now, Coleman has been named to Natural Products Canada’s Game Changers list. The list includes 100 women who are leading companies that are “better for people and the planet.”
“I think it’s their first-ever female-focus report they had for International Women’s Day and it was so great to be on that list of 100 women and also see there was an extensive list of women who were featured from Atlantic Canada. I’m really proud to see that as well,” said Coleman, who is co-founder and head of sales and marketing for Libra Beverage Co.
Coleman met her future business partners Mitch Cobb and Mike Hogan in 2020. Cobb and Hogan are also cofounders of Upstreet Brewing Company in PEI and they had just brewed their first non-alcoholic pale ale. Coleman, herself, was looking for a non-alcoholic option.
“I met Mitch and Mike and really loved what they were looking to do as far as growing the non-alcoholic category. And I had been looking for a better-tasting non-alcoholic option. When I was pregnant with my daughter Natalia, I was looking for some good, tasty, non-alcoholic beers and couldn’t find one.”
Now, Libra anticipates 2023 sales of their five craft beers to double last year’s total. During the company’s short existence, they have already won five World Beer Awards and two New York International Beer Competition Awards.
One reason Libra’s non-alcoholic beer is unique is the brewing process. Instead of relying on new technology, it uses tried-and-true traditional methods.
“We still use traditional brewing methods, the same way that you would regular craft beer. We don’t use you know, high-tech methods like reverse osmosis. We really use those century-old methods that have been broken down and put back together to create a non-alcoholic craft beer with a really great tasting flavor profile.”
But profits are not as important as principles at Libra. It is a B-certified company, which means it has been recognized for the social good it does.
“It’s really all about really doing business and using business as a force for good. We were one of the first companies on Prince Edward Island (to be certified), something that we’re really proud of,” said Coleman.
Coleman says being a force for good is important in every stop of running their brewery, whether it’s sourcing quality local ingredients or making sure employees are treated right.
Libra has also partnered with Juno-award-winning artist Serena Ryder, who is an ambassador for the product. Libra donates one percent of all sales goes to Ryder’s music incubator ArtHaus.
From a marketing perspective, Coleman has focused on the Libra being a social drink. We all know there is great pressure to drink when adults get together at a party or festival. So Libra is great for those who want to drink with their friends, but not have the negative effects of drinking alcohol.
Libra has sponsored some major festivals to bring this point home, including the Ottawa Beer Festival and Harvest Jazz and Blues.
On top of having a popula non-alcoholic beer, and a solid marketing strategy, there is another reason why sales are growing for Libra. More and more people are aware of the dangers of alcohol. Libra is Latin for balance. And that is what drinkers are starting to look for when they consume.
“I would say that moderation is really the name of the game as Canadians relationship with alcohol has shifted. People want to be social, but they don’t want the headaches and so I think that the fact we’re developing great-tasting, non-alcoholic options really pairs well with the fact that people’s mindset and their relationship with alcohol is beginning to change.
“And we’re really seeing it in younger consumers like Gen Z’s and millennials who are driving this adoption of non-alcoholic beverages.”
Derek Montague is a Huddle reporter in Halifax. Send him your feedback and story ideas: [email protected].