From Tech to Sober(ish) – Revolutionizing Nonalcoholic and Hemp-Infused Products

Today, I’m excited to feature Kim Gamez, the innovative founder and CEO of Sober(ish). With a dynamic background in tech and a passion for creating a soberish lifestyle, Kim’s journey is an inspiring testament to entrepreneurship and adaptability. I sat down with Kim to discuss her journey, the challenges she’s faced, and her vision for the future of nonalcoholic and hemp-infused products.

Lars: Kim, thanks for joining us! Could you start by giving us a brief overview of Sober(ish) and what inspired you to create it?

Kim: Hi, thanks for having me! Sober(ish) is a marketplace for all things soberish, featuring nonalcoholic wines and spirits as well as hemp-infused products. I also created the Sober(ish) drops, which are flavorless, water-soluble drops you can add to any drink to get that buzz without the booze. My journey began after I sold my tech startup in 2022 and took a role at Michigan State University. My mom, who struggles with alcoholism, moved in with us, and we started exploring nonalcoholic alternatives together. The response from the community was incredible, and I realized there was real value here. We generated over $60,000 in sales for brands we featured, and that’s when I knew we had something special.

Lars: That’s an amazing story. How did your background in tech influence your approach to building Sober(ish)?

Kim: My tech background definitely helped. I had experience with marketplaces and SEO from my previous startup. At Michigan State University, I often advised teams to stay focused and not try to boil the ocean. This advice helped me stay focused on our core customer, who we affectionately call “Betty.” Betty is a 40-year-old soccer mom who is looking for a more soberish lifestyle, without the hangovers or weight gain from alcohol. Understanding and speaking directly to Betty has been crucial to our success.

Lars: Speaking of Betty, how do you keep your marketing relatable and effective?

Kim: We focus on effect-based marketing, simplifying the message about what our products do and how they make you feel. This helps demystify terms like adaptogens, nootropics, and cannabinoids. For instance, we avoid technical jargon and instead talk about the real-life benefits and tastes of our products. This approach resonates well with our audience, who may not be familiar with the specifics of these ingredients.

Lars: What have been some of the biggest challenges you’ve faced in the hemp space, and how have you overcome them?

Kim: The hemp space has its hurdles, from credit card processing issues to social media restrictions on what we can say. However, working with other startups in this space has been great because we can move quickly and support each other. We focus on testing small batches and learning fast. For example, we recently launched adulting gummies with lion’s mane, B12, and biotin, starting with a small batch to gauge interest. This nimbleness is key in our industry.

Lars: You recently had a video go viral. Can you tell us about that experience and what you learned from it?

Kim: It was a fun and unexpected success! The video showed me performing a bar trick I used to do when I owned bars and restaurants. My kids didn’t believe I could still do it, so we filmed it. The video amassed over 30 million views on Instagram, 12 million on TikTok, and 5 million on Facebook. The editor-in-chief of Entrepreneur magazine even shared it, calling it a genius marketing hack. This experience reinforced the power of authenticity and fun in engaging our audience.

Lars: What advice would you give to aspiring entrepreneurs, especially in the beverage space?

Kim: Test your product thoroughly, and don’t rely solely on friends and family for feedback. Get out there, maybe to a farmer’s market or other public venues, to get genuine feedback. Start with one product, validate it, and then expand based on customer feedback. Stay laser-focused on your core customer and listen to what they really want.

Lars: Finally, what other products do you enjoy besides your own?

Kim: I enjoy a variety of hemp-infused products. Floral Beverages, for example, has an amazing mojito flavor. Sweet Justice also has great flavors, and Calexo’s cucumber citron is very refreshing, especially in the summer. At Sober(ish), we carry products that I personally try and endorse, ensuring they meet our standards.

Lars: Thank you, Kim, for sharing your journey and insights with us. For those looking to learn more or support Sober(ish), where can they find you?

Kim: You can find me on all social platforms under Kimmy Gamez or Soberish Kim. Visit our website Soberish.com for more information, or reach out to me at [email protected].

Kim’s journey from tech entrepreneur to leading a marketplace for soberish products is a fascinating example of how passion and adaptability can drive success. Stay tuned for more inspiring stories and insights in upcoming newsletters!

For the full conversation with Kim Gamez, head over to my YouTube channel: Watch Now.