Canvas Rebel: Meet Jessica Selander
Curious about the “why” behind our non-alcoholic wines? Check out this amazing conversation between Canvas Rebel and our founder, Jessica Selander, about her journey to start Jøyus.
Jessica, thanks for joining us, excited to have you contributing your stories and insights. What’s the backstory behind how you came up with the idea for your business?
I’ve been sober for over 18 years now, which means I’ve spent pretty much every moment of my adult life alcohol-free. I drank sparkling apple juice at my wedding, when I got a new job, for every New Year’s Eve, or anything special. And I’m grateful it exists, but I always felt like I was still at the kiddie table. I wanted wine. I loved wine and everything about it: the taste, the ritual, the celebration, and the togetherness. I just didn’t want the alcohol in it. I was constantly searching for non-alcoholic wine, but couldn’t find what I was looking for.
I wanted something that I could bring to a gathering and bring to a get-together and have it feel appropriate and look appropriate and just look like everybody else’s regular alcoholic wine, that would smell like everyone else’s bottles that you just wouldn’t even know that it was non-alcoholic until you saw it on the label. But it just didn’t exist.
So about 10 years ago, after trying to find it forever, eventually, I decided I was going to do it myself—create an authentic, sophisticated, non-alcoholic wine that I could finally enjoy. And I had no idea that this whole sober-curious, non-alcoholic world would take off like it has at exactly the right time.
What do you think helped you build your reputation within your market?
Jøyus is both 100% woman and sober-owned, which means we deeply understand the non-alcoholic wine drinker on a personal level. I know what it’s like to not be able to participate like everyone else because I’ve been there. I know the pressure people put on you to drink. And over the years I’ve gotten all the invasive questions people ask about it. I understand not wanting to tell people you’re pregnant yet because it’s early or you’re worried. And I understand what it feels like to stare at a countertop filled with wine bottles on a girls’ weekend while you have a soda pop in your hand. It’s really hard. When I have my non-alcoholic wine, I’m drinking something that looks, tastes, and smells like what everyone else is drinking, and I’m drinking mine out of the same glasses they are. That feeling of being different disappears. And for whatever reason the invasive questions don’t happen.
And being 18 years sober means I know the history of the non-alcoholic market. I didn’t come to this a couple of years ago; I’ve been living it for 18 years. I was originally not planning on being so open or talking about my sobriety. But I concluded that Jøyus couldn’t exist without telling the story of why I created this company. My being sober influences everything we do. It’s why it’s premium. It’s why we invest so much into every single detail. There are a lot of ways to cut corners and costs with non-alcoholic products, but we believe people deserve high quality and to be treated in a certain way. It’s really about treating everyone equally. I’m sober, but we’re here to support everyone in their journey. Whether it’s for a glass, a night, 9 months, or the rest of their lives, Jøyus has got their back. It also means I’m not here to sell a product. Our company mission is to normalize non-drinking, to change the way we think about drinking, and non-drinking, culturally. I want to open it up to everyone and to have everyone be able to participate in whatever way they feel comfortable.
One more thing that makes us truly unique—Jøyus is a small business based in Seattle. This company isn’t some quick cash grab by an established behemoth alcohol or beverage brand, it’s my dream come true. And I hope it’s a dream come true for all the other non-drinkers out there too!