Grüvi

What Grüvi does

Grüvi (legal entity: Spirit Free Beverages Co) is a Denver-headquartered, privately held non-alcoholic craft beverage company founded in 2019 by siblings Niki and Anika Sawni. The company produces and sells dealcoholized craft beers and wines targeting the sober-curious, moderation-lifestyle, and Dry January consumer segments. Its portfolio spans four core SKUs of NA beer (Golden Era lager, Juicy Dayz IPA, Weekday Wit Belgian wheat, Mocha Moment nitro stout) and four NA wines (Dry Secco, Bubbly Rosé, Sangria, Dry Red Blend), sold individually or as variety packs.

The company's production technology combines two primary methods: (a) arrested fermentation for beers — closely monitoring and adjusting variables such as temperature to keep ABV below 0.5% while preserving traditional brewing character — and (b) gentle dealcoholization for wines, where alcohol is removed from fully brewed wine without stripping texture or tannins. A separate non-fermented process is used for the original 0.0% ABV sparkling wines, retaining natural grape sugars. Differentiation is reinforced by third-party validation (World Beer Cup Gold 2022 for Golden Era, IWSC 95 points 2024 for Sangria, plus 25+ awards) and dietary accessibility (gluten-reduced beers, gluten-free/kosher/vegan/sulfite-free wines).

Grüvi operates a three-channel GTM: (1) a direct-to-consumer Shopify storefront at getgruvi.com with a subscription tier (10% discount, free shipping, pause/cancel flexibility); (2) wholesale distribution to 1,000+ US and Canadian retailers including Whole Foods, Sprouts, Natural Grocers, Total Wine, Meijer, Binny's, Loblaws, FreshCo, and Well.ca; and (3) an on-tap draft program launched in 2024 across Toronto hospitality venues including Park Hyatt's Writers Room and Toronto Cricket Club. The company has raised $2M in seed funding from Rockies Venture Club (Sept 2021) and remains founder-led.

Name

Grüvi

Legal name

Spirit Free Beverages Co

Website

https://getgruvi.com

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

11–50 employees

Short description

Denver-based non-alcoholic craft beer and wine company founded in 2019, producing dealcoholized beverages for sober-curious and moderation-seeking consumers, distributed via DTC e-commerce, 1,000+ wholesale accounts, and Toronto on-tap partnerships.

Ownership category

akta.pro rank

Product category

Non-Alcoholic Beverages

NAICS

Breweries (31212), Beverage Manufacturing (3121), Beer and Ale Merchant Wholesalers (424810), Beer, Wine, and Liquor Retailers (44532)

SIC

Beverages (2080), Malt Beverages (2082), Wholesale-Beer, Wine & Distilled Alcoholic Beverages (5180)

akta.pro industry

PRIMARYCRANABAF

Alcohol Subscription & Wine Clubs (Retail)

Consumer Products & Retail/Tobacco, Alcohol & Cannabis Retail/Beer, Wine & Spirits Specialty Retail

Keywords

• Non-alcoholic beer
• Non-alcoholic wine
• Craft beverages
• Dealcoholized wine
• Sober curious drinks

Headquarters

HQ city

Toronto

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Infrastructure

Revenue model

1. Direct-to-Consumer E-commerce: Grüvi sells its full product lineup directly to consumers through its Shopify-powered online store at getgruvi.com. Customers can purchase individual products, variety packs (beer and wine), with free shipping on orders over $70. The company also offers a subscription service with 10% discounts, free shipping, pause/cancel flexibility, and early access to limited releases.
2. Wholesale / B2B Sales: Grüvi distributes through wholesale to over 1,000 independent shops, bars, restaurants, hotels, and venues. The company offers wholesale pricing to approved partners through a dedicated wholesale portal. On-tap draft sales through Toronto hospitality venues represent an additional B2B revenue stream.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels9 records

Core offering

Grüvi manufactures and sells a line of craft non-alcoholic beers (Golden Era Lager, Juicy Dayz IPA, Weekday Wit Belgian Wheat, Mocha Moment Nitro Stout) and non-alcoholic wines (Dry Secco, Bubbly Rosé, Sangria, Dry Red Blend) with under 0.5% ABV and select 0.0% ABV sparkling options. Products are sold direct-to-consumer via the company's Shopify storefront and subscription program, and distributed wholesale to over 1,000 retail and hospitality accounts with on-tap draft service in select Toronto venues.

Product overview

Grüvi is a Denver-based non-alcoholic beverage company offering a portfolio of craft non-alcoholic beers and wines. The beer lineup includes four core products: Golden Era (golden lager), Juicy Dayz IPA (hazy IPA), Weekday Wit (Belgian wheat), and Mocha Moment (nitro stout). The wine lineup includes Dry Secco (sparkling white), Bubbly Rose (sparkling rose), Sangria (red sangria), and Dry Red Blend. Both beer and wine varieties are available as standalone products or in curated variety packs. The company also offers a Discovery Series for experimental products.

Differentiator

Problem solved

Functional benefit

Products and services

• Golden Era (Non-Alcoholic Golden Lager) Non-alcoholic craft golden lager at $31.99 for a 12-pack (about $2.67 per 12-oz can) for sober-curious and moderating consumers; World Beer Cup Gold Medal 2022.
• Juicy Dayz IPA (Non-Alcoholic Hazy IPA) Non-alcoholic hazy juicy IPA priced from $31.99 with tropical and citrus flavor profile, 50 calories, less than 0.5% ABV; aimed at craft beer drinkers seeking an alcohol-free option.
• Weekday Wit (Non-Alcoholic Belgian Wheat) Non-alcoholic Belgian-style witbier priced at $31.99 with orange peel and coriander notes for consumers wanting a refreshing wheat beer alternative.
• Mocha Moment (Non-Alcoholic Nitro Stout) Non-alcoholic nitro stout at $31.99 with roasted malt, coffee and chocolate flavors, 90 calories per serving, targeting craft stout drinkers.
• Dry Secco (Non-Alcoholic Sparkling White) Non-alcoholic sparkling white wine 8-pack from $36.00 (about $4.50 per 270ml bottle), 0.0% ABV in 1.0 version and less than 0.5% ABV in 2.0, sulfite-free, gluten-free, kosher, vegan.
• Bubbly Rosé (Non-Alcoholic Sparkling Rosé) Non-alcoholic sparkling rosé priced from $24.99 with green apple and strawberry notes, 60 calories per 275ml bottle, sulfite-free, gluten-free, kosher, vegan.
• Sangria (Alcohol-Free Red Sangria) Alcohol-removed red sangria 4-pack from $24.99 featuring blood orange, red currant, blueberry, cinnamon and clove; awarded 95 Points at IWSC 2024.
• Dry Red Blend (Alcohol-Removed Red Wine) Alcohol-removed dry red wine priced from $24.99 with cranberry, cherry, cardamom and nutmeg notes; IWSC Silver Award 2024, 45 calories per serving.
• Sparkling Wine 2.0 Sampler Discovery Series 6-pack (3 Dry Secco 2.0, 3 Bubbly Rosé 2.0) at $29.99 featuring revamped sparkling wines made via dealcoholization for richer taste, less than 0.5% ABV.
• Beer Variety Pack 12-pack variety bundle at $31.99 with 3 cans each of Golden Era, Juicy Dayz IPA, Weekday Wit, and Imperial Dawn IPA for sampling the full beer lineup.
• Wine Variety Pack 16-pack variety bundle at $84.99 with 4 bottles each of Bubbly Rosé, Dry Secco, Red Blend, and Sangria for sampling the full wine lineup.
• Grüvi Subscription Service Monthly subscription offering 10% off, free shipping on all orders, pause/cancel flexibility, and early access to limited releases managed via the customer account portal.

Quantifiable outcome

• 1 million+ consumers served
• +3 more outcomes

Named customers14 records

Segments2 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

Feature4 records

Partnerships

Six partnerships are on record, tiered core, flagship and minor.

• Well.cacoreChannel Partner/ Reseller/ DistributorCanadian online retail partner for Grüvi products. Consumers in Canada can purchase Grüvi's full lineup through Well.ca, representing the brand's primary Canadian e-commerce presence.
• Wvrst (Toronto)coreChannel Partner/ Reseller/ DistributorToronto craft beer hall with two locations (King West and Union Station) now pouring Grüvi Golden on draft — one of the first on-tap NA draft placements for the brand in hospitality.
• Park Hyatt Toronto - Writers RoomflagshipChannel Partner/ Reseller/ DistributorPremium 17th-floor rooftop bar at Park Hyatt Yorkville now serving Grüvi Golden on draft. Represents the brand's highest-end on-tap placement, targeting upscale business and leisure guests.
• Toronto Cricket, Skating & Curling ClubminorChannel Partner/ Reseller/ DistributorHistoric private members' club (est. 1827) now pouring Grüvi Golden on draft for members and guests. Signifies mainstream acceptance of NA beer in premium private social settings.
• Shakey's (Toronto)coreChannel Partner/ Reseller/ DistributorBloor West Village sports pub, founded by a Stanley Cup-winning Maple Leaf, now serving Grüvi Golden on draft. Family-friendly neighborhood bar positioning targeting regular consumers.
• Green Dragon Pub (Toronto)coreChannel Partner/ Reseller/ DistributorEast-end roadhouse pub in The Beaches neighborhood serving Grüvi Golden on draft. Casual neighborhood pub environment for relaxed social consumption.

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Market position

Competitive moat4 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/@getgruvi
• Instagraminstagram.com/getgruvi
• LinkedInlinkedin.com/company/pairwithgruvi

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds3 records

Investors4 records

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 Grüvi