Surely

What Surely does

Surely (legal entity Forward Food Inc, DBA Surely) is an Austin, Texas-based non-alcoholic wine brand founded in 2018 that produces dealcoholized California wines for health-conscious consumers, sober-curious individuals, and wine enthusiasts looking to reduce alcohol intake. The company's product line centers on four SKUs — Non-Alcoholic Sparkling Rosé, Non-Alcoholic Sparkling Brut, Non-Alcoholic Sauvignon Blanc, and a 2025-launched Non-Alcoholic Red Blend — sold in 750ml bottles and 250ml can 4-packs at $22.99-$24.99 per bottle-equivalent, with each wine under 100 calories and 0-3g of sugar per serving. Production combines traditional California grape sourcing and fermentation with spinning cone column dealcoholization followed by a molecular mixology step, where the winemaker (Jessica Smith, UC Davis Viticulture & Enology) and a craft beverage developer with an organic-chemistry background (Michael Colangelo) rebuild lost wine character using botanicals, teas, and natural ingredients.

The company operates a hybrid go-to-market. Direct-to-consumer e-commerce on Shopify is the primary channel, augmented by a Wine Club subscription offering 15-20% discounts on 4- or 6-bottle cases delivered weekly, bi-weekly, monthly, or bi-monthly. Wholesale distribution extends reach to Sprouts, Central Market, and Total Wine on the off-premise side, with broader retail and restaurant access via the Faire marketplace and an in-house wholesale program. An affiliate program paying 15% commissions to content creators and a Give $20 / Get $20 referral scheme support community-led acquisition. Shipping is currently limited to the continental United States, excluding Alaska and Hawaii.

Surely has served over 100,000 customers and earned multiple 2022 industry medals (IWSC Silver, New York World Wine & Spirits Silver/Bronze, San Francisco International Wine Competition Silver). The company has raised approximately $3.9M across a 2023 round of $3.1M and a 2024 follow-on of $811K, and is led by founder/CEO Ryan Hanson with a sub-10-employee team.

Name

Surely

Legal name

Forward Food Inc

Website

https://drinksurely.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

1–10 employees

Short description

Surely is an Austin-based non-alcoholic wine brand founded in 2018 that produces dealcoholized California wines using spinning cone column technology and molecular mixology, selling Sparkling Rosé, Brut, Sauvignon Blanc, and Red Blend via DTC e-commerce, Wine Club subscriptions, and wholesale to retailers.

Ownership category

akta.pro rank

Product category

Non-Alcoholic Wine

NAICS

Wineries (312130), Wine and Distilled Alcoholic Beverage Merchant Wholesalers (42482)

SIC

Beverages (2080), Wholesale-Beer, Wine & Distilled Alcoholic Beverages (5180)

akta.pro primary industry

Wine & Sparkling Wine Wineries & Brands (CRADAIAB)

akta.pro secondary industries

Alcohol Subscription & Wine Clubs (Retail) (CRANABAF), Beer, Wine & Spirits Wholesale Distribution (CRAOAIAA)

Keywords

• Non-alcoholic wine
• Alcohol-removed wine
• Wine club subscription
• Dealcoholized beverages
• Direct-to-consumer wine

Headquarters

HQ city

Austin

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Technology or R&D, Personnel, Infrastructure

Revenue model

1. Direct E-commerce Sales: Direct sales through their website where customers purchase individual bottles or multi-packs of non-alcoholic wines with free shipping on 4+ wines
2. Wine Club Subscription: Recurring subscription program offering 15-20% discounts on wine cases with 4 or 6 wines delivered on weekly, bi-weekly, or monthly schedules. Customers can customize cases, swap wines, and manage subscriptions online
3. Wholesale Distribution: Wholesale sales to retailers, restaurants, and bottle shops through their in-house wholesale program and Faire marketplace platform

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels8 records

Core offering

Surely produces and sells a portfolio of California-sourced, alcohol-removed wines, including Sparkling Rosé, Sparkling Brut, Sauvignon Blanc, and Red Blend, in 750ml bottles and 250ml can 4-packs. The wines are made using spinning cone column dealcoholization technology combined with molecular mixology to recreate flavor profiles, and are sold direct-to-consumer through an e-commerce site, via a Wine Club subscription offering 15-20% discounts on 4- or 6-bottle recurring cases, and through retail and wholesale partners such as Sprouts, Central Market, and Total Wine.

Product overview

Surely is a non-alcoholic wine company offering a portfolio of alcohol-removed wines made from California grapes. The core product lineup includes four wine varieties: Non-Alcoholic Sparkling Rosé (available in bottles and cans), Non-Alcoholic Sparkling Brut (bottles and cans), Non-Alcoholic Sauvignon Blanc (bottles), and Non-Alcoholic Red Blend (bottles). Products are sold through direct-to-consumer e-commerce, a Wine Club subscription program offering 15-20% discounts on recurring orders, a wholesale program for retailers and restaurants, and an affiliate program for content creators. The winemaking process uses spinning cone column technology for dealcoholization combined with molecular mixology to recreate wine characteristics.

Differentiator

Problem solved

Functional benefit

Products and services

• Non-Alcoholic Sparkling Rosé Alcohol-removed California sparkling rosé with crisp, light notes of strawberry, peach, and raspberry; 750ml bottle with 25 calories and 2g of sugar per serving. Targeted at sober-curious and moderation-focused consumers seeking a celebratory, low-calorie wine alternative.
• Non-Alcoholic Sparkling Brut Alcohol-removed bubbly white with hints of apple, pear, honey, and citrus with dry acidity; 750ml bottle at 15 calories. Targeted at consumers seeking a celebratory alcohol-free alternative to champagne.
• Non-Alcoholic Sauvignon Blanc Alcohol-removed California Sauvignon Blanc with citrus, pear, and apple flavors delivering a crisp, bright, dry sip; 750ml bottle at 20 calories. Targeted at wine enthusiasts wanting a still white wine without alcohol.
• Non-Alcoholic Red Blend Alcohol-removed California red blend with smooth tannins, red fruit of raspberry and plum, and a light finish of vanilla and oak. Made from a unique non-varietal blend of 30% Cabernet Sauvignon, 30% Petite Sirah, and 40% Merlot Rose grapes, layered with teas, botanicals, and natural ingredients; 25 calories, 0g sugar per serving. Targeted at consumers seeking an alcohol-free red wine option.
• Non-Alcoholic Sparkling Rosé Can 4-Pack Alcohol-removed California sparkling rosé in convenient 250ml cans, with delicate notes of strawberry, peach, and raspberry made from Barbera grapes; 4-pack at 3g of sugar per can and 40 calories per can. Targeted at consumers seeking a single-serve, portion-controlled alcohol-free wine format.
• Non-Alcoholic Brut Can 4-Pack Alcohol-removed California brut in convenient 250ml cans with bright notes of apple, pear, honey, and citrus; 4-pack at 3g of sugar per can and 30 calories per can, suitable for pairing with charcuterie or oysters. Targeted at consumers seeking a single-serve, portion-controlled alcohol-free sparkling wine format.
• Wine Club Subscription Recurring direct-to-consumer subscription program delivering cases of 4 or 6 Surely non-alcoholic wines at a 15% or 20% discount off regular pricing, respectively, with customizable selections, swap options, and the ability to cancel or pause anytime. Available on weekly, every-2-weeks, every-4-weeks, or every-8-weeks delivery cadences. Targeted at individual consumers who want recurring alcohol-free wine deliveries.
• Wholesale Program B2B wholesale offering allowing retailers, restaurants, and bottle shops to carry Surely's non-alcoholic wine lineup. Available through the Faire marketplace for fast onboarding or through an in-house wholesale program with free shipping benefits. Targeted at category buyers, beverage directors, and independent store owners seeking premium non-alcoholic wine for their assortments.

Quantifiable outcome

• All wines under 100 calories per serving
• +2 more outcomes

Named customers6 records

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature3 records

Partnerships

Four partnerships are on record, tiered core and supporting.

• FairecoreChannel Partner/ Reseller/ DistributorWholesale marketplace platform enabling retailers to easily discover and purchase Surely products for their stores, restaurants, and bottle shops. Provides quick setup for wholesale accounts.
• ShopifycoreTechnology or IntegrationE-commerce platform powering Surely's online store, enabling product sales, checkout, and order management across their direct-to-consumer channel.
• RefersionsupportingTechnology or IntegrationAffiliate marketing platform managing Surely's affiliate program, tracking referrals and commissions for content creators promoting the brand.
• Hallie BrewersupportingStrategic or Co-development PartnerArtist collaboration for the Red Blend product label design, creating unique artwork that represents the originality of the product.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Emerging players

• Beineberg: Beineberg is a US-based non-alcoholic wine brand offering sparkling and still varietals through DTC and retail. Direct niche competitor with overlapping sober-curious positioning and similar SKU breadth.
• Confidante: Confidante is a non-alcoholic sparkling wine brand focused on celebratory and social use-cases, distributed DTC and through retailers. Overlaps with Surely's sparkling wine SKUs and sober-curious target audience.
• Joyus (and similar private NA wine entrants): A long tail of small DTC non-alcoholic wine startups (e.g., Buzzkill, Leitz 'Zero Point Five', others) compete for shelf and DTC attention in the same sober-curious segment as Surely. Comparable on product form and target consumer, though many are sub-scale.
• Töst Beverages: Töst produces non-alcoholic sparkling 'wine-alternative' beverages (sparkling teas/cocktails) targeted at the same sober-curious and moderation-focused consumer. Overlaps with Surely's sparkling portfolio and format innovation strategy.
• Better Rhodes: Better Rhodes produces non-alcoholic wine spritzers and still wines targeted at health- and wellness-focused consumers. Comparable to Surely in DTC GTM, low-calorie profile, and sober-curious positioning.

Broad incumbents

• Ariel Vineyards: Ariel Vineyards (backed by Treasury Wine Estates) is the long-standing incumbent in dealcoholized California wines (Cabernet, Chardonnay, Sauvignon Blanc, etc.). Same product category and grape sourcing as Surely, but with the scale of a major wine producer.
• Athletic Brewing Company: Athletic Brewing is the largest non-alcoholic beer brand in the US, selling via DTC, grocery, and on-premise. Not a wine peer, but a comparable category leader in the broader NA beverage space competing for the same sober-curious consumer wallet and retail shelf space.

Direct peers

• FRE Wines: FRE is one of the most prominent non-alcoholic wine brands in the US, offering alcohol-removed sparkling, red, rosé, and white wines via DTC and major retail. Directly comparable to Surely on product, channel mix, and target sober-curious consumer.

Regional players

• Giesen Wines (Alcohol-Removed Range): Giesen, a New Zealand producer, has built a meaningful alcohol-removed wine line using spinning cone technology and ships to the US and other markets. Comparable product technology and varietal range, primarily competing via import channels rather than US DTC.
• Lussory Alcohol-Free Wines: Lussory is a Spanish producer of dealcoholized wines (still and sparkling) selling across Europe and export markets. Comparable product but operates primarily outside the US market where Surely is focused.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/drinksurely
• Instagraminstagram.com/drinksurely
• TikToktiktok.com/@drinksurely

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds2 records

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Surely