Alcohol-Free: ‘You’ll Fail’’: Ignoring The Advice And Defying The Odds
This week, Lewis sits down with Erika Doyle, Founder of Drink Dry, a leading non-alcoholic e-commerce business. Back in 2019, she was told she had two of the worst ideas—e-commerce and non-alcoholic drinks. Fast forward to today, and she’s one of the UAE’s most successful distributors in the industry. Tune in to hear how Erika went from not knowing what a profit margin was to securing partnerships with global brands and collaborating with Allsopp & Allsopp.
From Googling Margins to Dubai Domination
Some business stories are polished and predictable. Erika Doyle’s isn’t one of them. When the Drink Dry founder joined Lewis Allsopp on Taking Care of Business, she brought something far more refreshing than a rehearsed success story—honesty, humour, and the kind of straight-talking wisdom you don’t often hear in business interviews. From pitching to industry giants with nothing but confidence to quite literally Googling “what’s margin?” Erika’s journey proves that business isn’t about knowing everything—it’s about having the guts to figure it out.
The "Worst Ideas"
The conversation kicked off with a dose of reality. Erika recounted pitching her idea to a respected industry figure, only to be met with, "Darling, you’ve got two of the worst ideas I’ve ever heard: e-commerce and non-alc." Most would've retreated. Not Erika. "If you don’t ask, you don’t get," she declared, a mantra that clearly guided her journey. That audacity led her straight to giants like Corona and Peroni, not with a polished PowerPoint, but a direct, "Why not us?"
From "Margin" Ignorance to Market Savvy
Then came the moment of honesty that had Lewis laughing. "I had to Google what margin is!" Erika confessed. She wasn't a seasoned business mogul; she was a determined entrepreneur learning on the fly. Her strength? Gut feeling and an uncanny ability to assemble a stellar team. "I am the dumbest person in my management meeting," she joked, praising her CFO and tech lead.
The Trolley Hustle
But building a brand wasn't just about securing suppliers; it was about creating a market. Erika was a one-woman marketing machine, armed with a trolley and a mission. "Grassroots marketing," she called it, from mum coffee mornings to stage presentations. The real challenge? Convincing the B2B world. Restaurants and hotels weren't moved by "customer experience." They cared about the bottom line. "The moment we talked margins, their eyes beamed!" Erika revealed, demonstrating her ability to speak their language.
Timing is Everything
The timing couldn't have been more perfect. Dubai was embracing a health-conscious lifestyle, and Drink Dry fit right in. "COVID...we became a lot more conscious," Erika observed, noting the shift in consumer behavior. Non-alc wasn't just a trend; it was a reflection of a changing culture.
A Catalyst for Innovation
Lewis and Erika discussed the time Erika, also an Allsopp & Allsopp client, offered some unfiltered feedback. "You’re not really delivering anything for us," she bluntly stated when interviewing for brokers to help sell her house. Instead of taking offense Lewis noted that he did listen and her feedback changed things for Allsopp & Allsopp. Her critique spurred the development of a new digital valuation tool.
Dubai Dreams & the Drink Dry Vision
We wrapped up with Erika's vision for her Dubai dream home (Arabian Ranches 1, for those curious) and her unwavering commitment to the city. "Summer in Saint Tropez, winter Dubai," she declared, capturing her love for the Dubai lifestyle. Lewis concluded with a compelling endorsement: "Don't order the Coke Zero...use this brand." Erika Doyle's story is a testament to the power of authenticity, grit, and the willingness to learn.
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