Tell us about yourself and your background
I am from Lithuania originally, have spent most of my formative adult years in the UK and have now been living in the UAE for the last 6 years. I am a mother of three little girls who are fiercely independent and incredible in their own ways. My background is probably somewhat extraordinary as I left home when I was 16 and went to the UK to pursue education there. My parents did everything they could to support me, but I had to learn at a very early age to be independent and to work hard. I had two part time jobs while studying for my A-levels at the age of 16 and a full-time job when studying at the University of Nottingham. I moved to London after my graduation to work in the field of diplomacy and politics. I can’t remember ever wanting to have my own business or wanting to be an entrepreneur, but I do remember always working extremely hard. I was not necessarily the smartest person in the room, but I knew that I was the hardest working one and could out pace anyone. That was my superpower and still is to this day.
What inspired you to found Drink Dry?
There was a huge gap in the market for premium non alcoholic adult drinks and nobody seemed to be interested in filling that gap. I was convinced that what we saw in the space of non alcoholic drinks 5 years ago was the beginning of the seismic shift in the drinks industry and I wanted to be a part of this movement in a meaningful way. There was also a big element of naivety, I had no idea how difficult it will be to start the business and to scale it so simply went for it. Ignorance is bliss, they say, and that was certainly the case for me.
What makes Drink Dry unique in the market?
We are the first and only non alcoholic drinks marketplace. We hold regional exclusivity for most of the brands that we sell on our marketplace, such as Guinness 0.0, Corona Cero, Peroni Nastro Azzurro 0.0 and now Jacob’s Creek 0.0 range, meaning that consumers know that they will find the most extensive selection on Drink Dry Store at the best price with the most convenient delivery options.
What is your most popular product right now?
Guinness 0.0 is for sure an absolute favourite and we see it pretty much in everyone’s basket these days. We also see a lot of still wines being consumed through alcohol free wine based cocktails such as Sangrias 0.0. Our consumers are adventurous, and they love to try new products that we launch so at the moment our Ceder’s non alcoholic spirits range is getting a lot of attention and really positive feedback from our consumers.
How are you redefining the alcohol-free drinks market in the UAE?
Drink Dry is giving people choice and that is incredibly powerful. We want everyone to have a choice of what to drink when they are out in their favourite restaurant. We have a fantastic food scene here in Dubai and often it is the drinks offering that is letting people down. We want to make sure that our products are available not only online, but also in restaurants and supermarkets alike.
What has been your biggest success with the company?
My biggest success with the company has been the team that I have built over the last 4.5 years and the company culture that we have created. We don’t have a blame culture, and we like to push the boundaries. This gives a lot of room for creativity and for innovative marketing ideas to come to life.
What interesting projects are you currently working on?
I am always working on bringing new brands and new products to market, this is how we will recruit more consumers into the category and will ensure everyone has a great experience. I would love to bring more functional beverages into the UAE.
What are your top tips for Dry January?
Make sure you have a good selection of non-alcoholic drinks available at home to make sure you enjoy Dry January. Availability is key here. I would also like to encourage people to be curious and be open and willing to try new things.
How can Drink Dry help with Dry January?
Absolutely, we have a wide range of hampers and various selection boxes available – these are perfect for those discovering the category and our products for the first time.
What do you love most about building the company?
I love the unknown of everyday. It is thrilling and exciting and it makes it a lot more interesting. No two days are the same.
What is next for you and Drink Dry?
We want to make sure Drink Dry is everywhere where our consumers are – we want to be part of people’s every day lives, and we want to make sure we achieve this in 2025.
Where can readers find out more about you and Drink Dry?
Visit our website – www.drinkdrystore.com and our social media channels:
IG – @drinkdrystore
LinkedIn – Drink Dry
Tik Tok – Drink Dry
