Top Note Tonic
Top Note Tonic is a Milwaukee-based craft beverage company producing premium non-alcoholic cocktail mixers, including tonic waters, ginger beer, club soda, and sparkling juices, using natural botanicals with 30% less sugar. It sells to home bartenders, craft bars, and coffee shops via DTC e-commerce, wholesale distribution, and a bag-in-box commercial channel.
- Company typePrivate
- Founded2017
- HeadquartersMilwaukee, United States
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What Top Note Tonic does
Top Note Tonic is a Milwaukee, Wisconsin-based craft beverage company founded in 2017 by Mary Pellettieri and Noah Swanson, both seasoned craft brewers, to produce premium non-alcoholic cocktail mixers for the U.S. market. The company's product portfolio centers on six core SKUs — Classic Tonic Water, Alpine Spritz, Lemon Spritz, Sparkling Grapefruit Soda, Ginger Beer, and Club Soda No. 1 — supplemented by four multi-flavor fan packs and a 3-gallon Universal Bag-In-Box for commercial use. Formulations emphasize natural botanical inputs (quinine sourced from Java, gentian root from the French Alps, California lemon zest, real ruby red grapefruit juice, and date sugar in the ginger beer), a 30% reduction in sugar versus typical commercial mixers, and non-GMO, gluten-free ingredient profiles. The Classic Tonic Water is the only traditional tonic to have won a Platinum Medal at the San Francisco Spirits Awards, with Double Gold medals in 2023, 2024, and 2025.
The business operates a hybrid go-to-market model. On the consumer side, products are sold direct via a Shopify storefront at approximately $31.99 per 12-pack of 10-oz bottles, with subscription plans (6- or 12-month) offering up to 13% savings and free shipping included. On the commercial side, the bag-in-box product is compatible with Encore/Pepsi, QCD, Wunderbar, and Schroeder bar gun systems and is positioned to bars, restaurants, and coffee shops at $95 per 3-gallon unit with a recommended 1:5 dilution — a format the company cites as having diverted nearly one million cans and bottles from the waste stream. Distribution is augmented by a U.S. wholesale distributor network, retail store-locator placement, and an active "Become a Distributor" intake, plus presence in coffee shops (e.g., Stone Creek Coffee) for the espresso & tonic trend.
Top Note Tonic serves two primary customer segments: craft cocktail enthusiasts and health-conscious consumers purchasing DTC for home use, and bars, restaurants, and coffee shops sourcing via BIB and wholesale for menu programs. The company has been covered in Forbes, the New York Times, Food Network, the Washington Post, and Liquor.com, and its founders maintain an active content-marketing presence (recipes, bartender interviews, the "Highballs at High Noon" Instagram Live series). The company is privately held, with no institutional funding rounds beyond a small 2019 raise and accelerator participation, and operates with a reported 1-10 person team.
Top Note Tonic firmographics
Firmographics- Name
- Top Note Tonic
- Legal name
- Top Note Tonic
- Website
- https://store.topnotetonic.com
- Company type
- Private
- Founded year
- 2017
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Top Note Tonic is a Milwaukee-based craft beverage company producing premium non-alcoholic cocktail mixers, including tonic waters, ginger beer, club soda, and sparkling juices, using natural botanicals with 30% less sugar. It sells to home bartenders, craft bars, and coffee shops via DTC e-commerce, wholesale distribution, and a bag-in-box commercial channel.
- Ownership category
- akta.pro rank
Top Note Tonic industry classification
Industry- Product category
- Premium Cocktail Mixers
- NAICS
- Soft Drink Manufacturing (312111), Beverage Manufacturing (3121)
- SIC
- Bottled & Canned Soft Drinks & Carbonated Waters (2086), Beverages (2080)
- akta.pro primary industry
- Alcoholic Beverage Mixers & Cocktail Ingredients Brands (Non-alcoholic) (CRADAIAH)
- akta.pro secondary industry
- Cocktail Mixes & Alcoholic Beverage Bases (non-alcoholic mixers, RTD spirit bases) (AFAFAGAH)
Keywords
Where Top Note Tonic is headquartered
LocationHeadquarters
- HQ city
- Milwaukee
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Top Note Tonic business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Infrastructure
Revenue model
- Direct Product Sales: One-time and subscription purchases of bottled sparkling mixers (10 oz bottles, 12-pack format) sold directly to consumers through their e-commerce store. Shipping included in listed prices. Subscription options provide recurring revenue with 13% discount for 6 or 12 month commitments.
- Commercial Bag-In-Box: 3-gallon (384 oz) bag-in-box products for commercial use via bar gun systems (compatible with Encore/Pepsi and QCD fittings). Targets bars, restaurants, and professional establishments with cost-savings and convenience of fountain service with award-winning flavor. Sold at $95.00 per unit.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Individual Sparkling Mixer Bottles (12-pack) |
| Subscription | Multi-year contract | Subscription Plans (6 or 12 month) |
| Unit Pricing | Pay-as-you-go | Bag-In-Box Commercial (3-gallon) |
| Unit Pricing | Pay-as-you-go | Variety/Fan Packs |
Go-to-market motion2 records
Distribution channels5 records
Marketing channels6 records
Top Note Tonic product offering
Product offeringCore offering
Top Note Tonic designs and produces premium non-alcoholic sparkling cocktail mixers (tonic waters, ginger beer, club soda, grapefruit soda, and spritz sodas) using natural botanical ingredients with 30% less sugar than commercial alternatives. The company sells 10 oz bottles in 12-packs and variety fan packs through direct-to-consumer e-commerce, wholesale distributors, retail stores, and a 3-gallon Bag-In-Box commercial format for bars and restaurants on soda gun systems. Products are non-GMO, gluten-free, and designed by craft brewers to complement premium spirits and non-alcoholic distillates.
Product overview
Top Note Tonic is a beverage company specializing in premium sparkling mixers for cocktails and non-alcoholic drinks. The product portfolio consists of six core mixer products (Classic Tonic Water, Alpine Spritz, Lemon Spritz, Sparkling Grapefruit Soda, Ginger Beer, and Club Soda No. 1) supplemented by commercial Bag-In-Box offerings for bars/restaurants and four varieties of fan packs (Cocktail Party, Tonic Water, Mocktail, and Spritz Mix) for retail consumers. All products are non-alcoholic mixers designed to complement spirits or be enjoyed on their own, emphasizing natural botanicals, 30% less sugar than commercial alternatives, and premium quality with numerous industry awards.
Differentiator
Problem solved
Functional benefit
Products and services
- Classic Tonic Water Premium tonic water made with natural quinine from Java, cane sugar, and lime zest top notes; the company's flagship mixer designed for gin & tonics and other spirit-forward highball cocktails, sold in 12-packs of 10 oz bottles to consumers and via bag-in-box to bars and restaurants.
- Alpine Spritz SoFi Platinum Award-winning premium spritz mixer with grapefruit zest and kaffir lime top notes and lower acidity, designed for mixing with espresso or cold brew as well as spirit-forward drinks. Sold in 12-packs of 10 oz bottles via the company's e-commerce store and distributors.
- Lemon Spritz Classic European-style spritz soda with bright citrus, warm spice, and earthy notes, made with California lemon zest and juice, gentian root extract, and quinine. Sold in 12-packs of 10 oz bottles to consumers.
- Sparkling Grapefruit Soda Tart sparkling grapefruit soda made with real ruby red grapefruit juice and peel, containing 13% juice and high carbonation. Sold in 12-packs of 10 oz bottles for consumers, with commercial bag-in-box availability for bars and restaurants.
- Ginger Beer Brewed ginger beer made with dark date sugar and cane sugar for a deeply rich flavor profile, designed to complement dark spirits, Mules, and barrel-aged spirits. Sold in 12-packs of 10 oz bottles to consumers and via bag-in-box to bars and restaurants.
- Club Soda No. 1 Low-sodium, highly sparkling club soda that mimics the spring waters of Kentucky, designed to lift barrel-aged spirits including scotch, bourbon, whiskies, and brandy (16mg sodium per 10 oz serving). Sold in 12-packs of 10 oz bottles to consumers.
- Universal Bag-In-Box 3-gallon (384 oz) bag-in-box product for commercial bar and restaurant soda gun service, compatible with Encore/Pepsi, QCD fittings, Wunderbar, and Schroeder bar gun systems (Coke adapters available). Available in Classic Tonic, Grapefruit Soda, and Ginger Beer flavors at $95.00 per unit with 1:5 dilution ratio.
- Cocktail Party Fan Pack 12-bottle variety fan pack containing 2 bottles Classic Tonic Water, 2 bottles Club Soda No. 1, 4 bottles Ginger Beer, and 4 bottles Sparkling Grapefruit Soda, covering all bases for cocktail party mixers, sold at $39.99.
- Tonic Water Fan Pack 12-bottle variety pack featuring 4 bottles each of Classic Tonic Water, Alpine Spritz, and Lemon Spritz (the full year-round tonic lineup), sold at $32.99.
- Mocktail Fan Pack 12-bottle variety pack for non-alcoholic drink lovers containing 2 bottles Alpine Spritz, 2 bottles Lemon Spritz, 4 bottles Grapefruit Soda, and 4 bottles Ginger Beer, sold at $32.99.
- Spritz Mix Fan Pack 12-bottle variety pack featuring 6 bottles each of Alpine Spritz and Lemon Spritz, both made with aromatic bitters and quinine for a softer tonic experience, sold at $32.99.
Quantifiable outcome
- 30% less sugar than commercial mixers
- +1 more outcomes
Companies that use Top Note Tonic
Customer profileNamed customers5 records
Segments3 records
Ideal customer profiles3 records
Top Note Tonic technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration4 records
Feature4 records
Top Note Tonic partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Distributor NetworkcoreTop Note Tonic maintains a network of distributors across the United States enabling regional wholesale distribution. The company has a dedicated 'Find Us: Distributors' page and a 'Become a Distributor' contact option, indicating an active channel partner strategy for B2B distribution alongside direct-to-consumer sales.
Scale indicators3 records
Recent moves6 records
Expansion highlights5 records
Top Note Tonic competitors and assessment
Company assessmentMarket position
Competitive moat3 records
Key risks6 records
Key highlights7 records
Customer concentration
Top Note Tonic social profiles
Digital presenceTop Note Tonic financial estimates
Financial estimateRevenue estimate
Valuation estimate
Top Note Tonic leadership team
Management profileNumber of profiles
Profiles2 records
Top Note Tonic funding detail
Funding detailFunding overview
Funding rounds2 records
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Top Note Tonic M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Top Note Tonic
What does Top Note Tonic do?
Top Note Tonic designs and produces premium non-alcoholic sparkling cocktail mixers (tonic waters, ginger beer, club soda, grapefruit soda, and spritz sodas) using natural botanical ingredients with 30% less sugar than commercial alternatives. The company sells 10 oz bottles in 12-packs and variety fan packs through direct-to-consumer e-commerce, wholesale distributors, retail stores, and a 3-gallon Bag-In-Box commercial format for bars and restaurants on soda gun systems. Products are non-GMO, gluten-free, and designed by craft brewers to complement premium spirits and non-alcoholic distillates.
Is Top Note Tonic a public or private company?
Top Note Tonic is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Top Note Tonic founded?
Top Note Tonic was founded in 2017. It employs 1 to 10 people.
Where is Top Note Tonic based?
Top Note Tonic is headquartered in Milwaukee, United States, in the North America region.
How does Top Note Tonic make money?
Two revenue lines are on record. Direct Product Sales are the primary driver. The others are commercial Bag-In-Box.
Does Top Note Tonic have an API?
No public API is recorded for Top Note Tonic.
What industry is Top Note Tonic in?
Top Note Tonic's product category is Premium Cocktail Mixers. Its primary akta.pro industry code is CRADAIAH, Alcoholic Beverage Mixers & Cocktail Ingredients Brands (Non-alcoholic), with a secondary code of AFAFAGAH, Cocktail Mixes & Alcoholic Beverage Bases (non-alcoholic mixers, RTD spirit bases). Its NAICS code is 312111 and its SIC code is 2086.