Ex-Stoli Group lead Damian McKinney and Diageo’s former innovation director, Steve Wilson, have joined forces to create a new company focusing on the alcohol-free segment.
Dionilife, which has commenced operations this week, will look to build a portfolio of non-alcoholic brands designed for adult consumers. Backed financially by investment firm Invus, the company has kicked off with the acquisition of UK-based non-alcoholic beer producer Mash Gang for an undisclosed sum.
McKinney stepped down after almost three years as CEO of Stoli Group last year. Wilson, meanwhile, was the innovation director and head of ‘Reserve Brands’ at Diageo for 22 years until 2005, according to his LinkedIn profile. He has been CEO of Cockspur rum owner Woodland Radicle since 2017 but “will be handing over the reins to focus on the pure-play non-alcoholic platform”, a Dionilife spokesperson has told Global Drinks Intel.
“We are using the lessons we’ve learned from decades of brand-building experience to contribute to the betterment of the world, both through spreading our company philosophy and improving consumers’ beverage experience,” said McKinney.
Mash Gang’s co-founder & head brewer, Jordan Childs, added: “As members of the DioniLife family, we’re excited to play an active role in a new venture that will similarly disrupt the broader non-alcoholic space and provide options people never thought possible.”
The company is on the hunt for US-based acquisitions and has unspecified plans for “global expansion”.
Just prior to his departure last July, McKinney oversaw Stoli Group’s purchase of distilled alcohol-free brand The Pathfinder Hemp & Root in the US. He described the product at the time as a “true trailblazer in the zero-proof category as this massive shift in the culture of socialisation continues”.
