In a powerful testament to innovation and market demand, MEDASE Cocktails, the acclaimed Black-owned premium zero-proof beverage brand, has significantly expanded its footprint by securing full distribution across all Erewhon locations in Southern California. This milestone not only broadens consumer access to their sophisticated non-alcoholic offerings but also underscores the growing influence of diverse brands in the wellness and sober-curious movement.
The expansion into Erewhon, a retailer celebrated for its highly curated selection of health-forward and trendsetting products, signals a major vote of confidence in MEDASE Cocktails. This strategic placement arrives during National Black Business Month, amplifying the brand’s visibility and impact within the industry. For operators, grocers, and procurement teams observing the booming better-for-you beverage market, MEDASE serves as a compelling case study for success.
Co-founded by Howard University sorority sisters Monica Cornitcher and the late Inga Dyer, MEDASE was born from a desire to create an elevated, authentic cocktail experience free from alcohol. The brand’s commitment to mindful drinking is reflected in its multi-award-winning lineup of six ready-to-drink zero-proof cocktails, which reimagine classic favorites like Mojitos, Lemon Drops, Margaritas, and Old Fashioneds. What truly distinguishes MEDASE is its meticulous crafting with organic juices, organic agave, and premium ingredients, offering a sophisticated, lower-calorie option for consumers seeking connection and celebration without compromise.
Monica Cornitcher Honored as a Leading Female Founder
Adding to the brand’s impressive trajectory, co-founder and CEO Monica Cornitcher has been named to Inc.’s 2026 Female Founders 500 list. This prestigious recognition highlights her entrepreneurial vision and leadership in navigating the competitive beverage landscape. This accolade follows a period of significant growth for MEDASE, which recently secured a strategic investment to fuel its expansion capabilities, as we reported in July. The achievement carries particular weight given the systemic funding disparities that Black women founders continue to face, making MEDASE’s success a powerful statement for diversity and inclusion in business.
The journey of MEDASE is one of resilience and dedication. Inga Dyer’s passing due to cancer inspired Monica Cornitcher to carry forward their shared vision, transforming personal loss into a mission to redefine mindful drinking. The brand, whose name “Medase” means “thank you” in Asante Twi, embodies gratitude and friendship. After an initial launch in 2023 with two flavors, the brand relaunched in June 2025 with its full lineup and enhanced momentum, including more accessible pricing.
The Rise of Zero-Proof Innovation
The non-alcoholic beverage market continues its rapid ascent, with retail projections anticipating annual growth of 18.5% through 2029. Half of American consumers have already explored alcohol alternatives at least once, reflecting a widespread shift towards more mindful consumption habits. Brands like MEDASE Cocktails are at the forefront of this movement, demonstrating that zero-proof options can offer the same level of complexity, quality, and celebratory appeal as their alcoholic counterparts. Their success with discerning retailers like Erewhon proves a strong consumer appetite for elevated, health-conscious choices.
As the market evolves, Black-owned brands are increasingly carving out significant niches, bringing unique flavors, cultural perspectives, and high-quality products to the forefront. MEDASE Cocktails exemplifies this trend, proving that strategic expansion, industry recognition, and a compelling brand story can lead to impactful success in the modern beverage industry.
Sources
- MEDASE Cocktails: Black-Owned Zero-Proof at Erewhon - Food & Beverage Magazine
- Meet MEDASE Cocktails: Black Woman-Owned Zero-Proof Cocktails - UrFriendCharles
- Discover Black-Owned Beverage Brands Reviving Tradition and Flavor | BuyBlack.org
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