Birth of a Mocktail
An elixir created out of friendship for all to enjoy
by Shelby Stephens | Photos Medase
Monica Cornitcher discusses what MEDASE means to her, why longevity and legacy are more important than ever, and her plans to become a force in the mocktail industry.
MEDASE is a Black-owned, woman lead, beverage company based in Los Angeles, providing premium mocktails. The brand is committed to promoting health, wellness, and mindful drinking with bold flavors and vibrant colors. The irresistible canned elixir can be enjoyed at home, the beach, or a picnic. The MEDASE brand draws inspiration from Co-founder Inga Dyer, the catalyst for the company’s inception, who tragically lost a valiant battle with cancer.
Known as a visionary leader, passionate entrepreneur, and cherished friend, Dyer leaves behind a legacy of innovation and creativity. Close friend and business partner Monica Cornitcher, gracefully accepted the challenge to continue advancing the company, holding firm to she and Inga’s vision of making MEDASE a household name.
MEDASE is focused on quality. After carefully working with chemists, scientists, and mixologists, the handcrafted-style mocktails are created to deliver an unparalleled drinking experience to nourish the body while delighting the senses. The hemp-infused refreshments make for great alternatives to traditional alcohol-based cocktails.
While reflecting on this harrowing year, Cornitcher explains why MEDASE is all about legacy. “I am now leaning into the legacy of MEDASE, that now drives my commitment to making this company global and to continue Inga’s memory now that she has passed. We both had strong careers working for 25 plus years. We got to a point where we both wanted something different. That additional opportunity for us to solidify and collaborate on the project of a lifetime, and to lose her was super hard but again it continues to drive me.”
Cornitcher also explains that making time to be appreciative of life’s journey and respecting how powerful it is to look for what is going right rather thanwhat has gone wrong. Choosing MEDASE as the company name challenges customers to think about how they live their lives. MEDASE means ‘thank you’ from Ghana, and that name resonated with what the founders wanted to tell people.
“During our business calls, Igna and I would always talk about being more appreciative in the way we were trying to live our lives differently, says Monica. “Being grateful for the friendship, where we were headed, and being thankful for all those things,” says Cornitcher. She adds, “If you consider alcohol and the impacts it can have on people from social interactions to behavioral and health components, we were thinking about how we can live healthier lives. Mocktails are where we landed.”
The current MEDASE mocktail collection includes the Goodnight Moon Mocktail Moscow Mule and the Hello Sunshine Mocktail Margarita. Each drink plays on the classic flavors of bar favorites without liquor. Respecting the familiarity of the original cocktails, MEDASE blends are meticulously crafted to give customers what they’re looking for in a libation.
With a passion for creativity and customer satisfaction, MEDASE aims to redefine the art of mixology by elevating the drinking experience without compromising flavor or well-being. The contemporary twist on the classic Moscow Mule and the reimagined take on the popular Margarita allows the customer to enjoy all the refreshing qualities without the hangover.
Cornitcher shared that the team worked with a chemist to identify the right recipes that would easily reflect classic flavor palettes into delicious mocktails. She explains, “we don’t drink but we still like to have parties and have fun in a healthier way. New flavors are on the horizon like Old Fashioned, Lemon Drop, and Mojito.”
In March 2023, MEDASE participated in Expo West, the largest food and beverage conference in the world that attracts more than 85,000 people and thousands of brands. The expo helped MEDASE secure a partnership with a venture capital firm, in support of the goal to expand the collection to 12 mocktail flavors. The company is seeking a worldwide market through online sales and placement in retail stores by 2025, and will include some non-hemp versions to grow the brand’s reach.
People seeking to live healthier lifestyles is giving the mocktail industry an exciting new platform. Cornitcher adds, “I’m very proud of where we are. We took the time to write our plans down and strategize on what we wanted and the steps to take to get there. And now we’re meeting all the steps in the journey and it’s my job to continue that same journey, because again Inga’s voice and spirit is all embedded in everything we do with MEDASE. There’s not many African Americans in the mocktail industry and MEDASE is reshaping the tapestry and speaking to a different generation of people while representing our people at the same time.”
MEDASE believes the sincerity of their mission enhances the perception of their mocktails. Made with organic juices and meticulously selected ingredients, all the flavors are a testament to the passion and expertise Cornitcher and Dyer both contributed to redefining what guests drink at casual gatherings, celebratory events, and quiet evenings at home.
When asked about some of the challenges associated with the business, Cornitcher shared that funding has been the biggest obstacle, “our biggest obstacle has been capital, who is going to fund us on the next phase of our journey? We struggled but we took a chance.”
Risks can pose great rewards. Finding the right people to collaborate with and unique formulations keeps the company moving forward. “We’re different from other drinks on the market because we’re not using things like stevia or sugar. We’re using organic agave in our products making our drinks lower on the glycemic index while maintaining a high quality taste, “ adds Cornitcher.
Cornitcher wants young entrepreneurs to stay patient and stay the course. She encourages small business owners to write down their plans and take it step by step, while connecting with other people that advance their mission. She says, “Don’t forget about the relationships that you’re building along the way, that is key.”
For more information on MEDASE, please visit MEDASEcocktails.com or follow @medasecocktails on all social media platforms.