A Mindful Twist on the Traditional Bottle Shop for Today’s Health-Conscious Consumer

Founded by Jody Sidle, Point 5 is revolutionizing the non-alcoholic (NA) and functional beverage market. Through extensive industry knowledge and established market positioning, Point 5 has carved a unique niche in a wildly popular and growing industry.

The non-alcoholic bottle shop offers a mix of SKUs that collectively, cannot be matched by any competitors.  This includes nootropics, adaptogens, botanicals, wines from all over the world, beers, and barware.  This dedication to improving the selection has created customer loyalty, impressive sales, and steady growth.

Additionally, Point 5 cultivates a fun and educational retail experience. Through tasting tables and scheduled events, the business model delivers the individualized attention that is in high demand for an increasingly savvy client base.

Visit point5williamsburg.com to connect with us on social media, see Point 5 RVA in action and read about Point 5 in the news!

Meet Becky Avery

When I removed alcohol from my diet on January 1, 2023, I thought I was just embarking on the dreaded “dry January”, a ritual I endured every year in an effort to detox and lose a little bit of weight.   To my surprise, by the end of January, I felt so good that I thought I would see if I could make it to February 14th, the day I had a “date night” scheduled with my husband to celebrate Valentine’s Day. To my surprise, I felt so good physically and mentally on that date night that I didn’t want to break my NA streak.  I didn’t miss the “buzz”, but I missed the “treat” of a special cocktail.  Something that made it feel like a true date night. Throughout 2023, every social engagement was another small victory– the business trip to Las Vegas; the family wedding; the anniversary celebration, the family vacation– all successfully completed without alcohol, but the only option I had in these social situations was to order a club soda with lime – BORING!!

In an effort to duplicate a replacement for my need for a “social” treat, I started searching for NA drinks online.  All of the sudden, ads were hitting my social media like crazy—so many drinks to choose from, but how would I know how they tasted?  I spent so much money on different concoctions just to open up a bottle or can and after a few sips, feel disappointed as they just didn’t have the flavor profiles and complexities I was looking for.  Without tasting first, how would I stop wasting money on brands that just didn’t hit the mark for me personally?

This all changed when I found Point 5 in Richmond, VA.  From the first moment I walked in the door, I felt so welcomed and “understood” in my frustrations with trying to be healthy AND social at the same time.  I was so impressed by the selection as I had no idea how many different options there were for NA specialty drinks.  What I liked most of all was the ability to sample many of the spirits right there in the shop and most of the functional drinks sold by the can are sold individually and “ready to drink” right from the fridge.  

Today, I now have a delicious NA margarita, gluten free beer (yes GF AND non-alcoholic that tastes amazing), or one of the many tasty functional drinks to help me unwind at the end of the day, but we are still a long way from bringing craft mocktails to our community and local restaurants for the true “date night” experience.   Thanks to Point 5 in Richmond, you can now order a craft mocktail in numerous restaurants in and around the Carytown community.

When I learned that Jody was franchising the business (a Point 5 location is opening up in NJ this summer and several others are on the horizon), I knew that my entire career leading up to this moment has groomed me to open this business.  With a BS in Kinesiology and a host of professional certifications: ACSM (American College of Sports Medicine); CTSM (Certified Trade Show Manager); PMP (Project Manager Professional) and 8 years working for a large distribution company, I knew I was ready to take this on!  

My passion and heart is to provide easy access to NA alternatives to sober curious/health conscious members of the Williamsburg community so that eliminating alcohol either temporarily or permanently can be exciting, fun, tasty and celebrated!  

I’m proud to say that I’ve now been leading an NA/more mindful lifestyle for almost 18 months and I would love to meet you where you are in your journey!

Why Colonial Williamsburg (CW)?

The greatest hurdle in helping our community discover healthier options is AVAILABILITY.  You can’t just walk into your local grocery store or big box alcoholic beverage shop and have all the options carried by Point 5 and more importantly, you can’t taste-test them.  CW draws millions of tourists every year and is just steps away from William & Mary University.  Tourists from around the world are drawn to this area to experience American colonial history firsthand.  We are also just minutes away from Busch Gardens, Water Country and Great Wolf Lodge.  On any given day, CW is filled with locals and tourists who can visit the more then 30 specialty shops and boutiques or dine in one of many local restaurants. 

This area also hosts many social events throughout the year like Farmer’s Markets, “2nd Sundays”, concerts, festivals and holiday events that draw tourists from around the world to experience all the beauty and magic the holidays bring to this historic landmark.

Nestled in the heart of CW is Merchant’s Square where you can grab coffee or a bite to eat and sit outside with friends, family or even your fur babies to enjoy all of the beauty and rich culture this area has to offer.  Point 5’s ultimate home would be in Merchant’s Square.

Not just a Retail Store!

Point 5 Williamsburg will not just be your typical retail shop, but will offer a community of support, education and social events, like our Mixology Events or Wine Tastings.  And for all of the local concerts, festivals and holiday events, Point 5 will be there to serve craft mocktails to help bring a little additional “sparkle” to your experience.  And our service to the community does not stop there—if you want to offer NA options at your wedding, special party event, school event, etc., we’ve got you covered.

Mixology Events (Monthly): Master the art of creating stunning, perfectly balanced craft cocktails – without the need for alcohol. Taste your way through a diverse range of non-alcoholic ingredients and mingle with other passionate, mindful drinkers who are on the same journey as you. As a bonus, enjoy a complimentary glass of nonalcoholic prosecco and 10% discount on all purchases made during the event. This is the perfect opportunity to explore new flavors and techniques.

Stock the Shop: Sober curious? Grab your free ticket and join us at Point 5 to sample an array of non-alcoholic beverages. By sharing your opinion, we can stock the shop with only the best products!*Attendees will receive an additional 10% this evening. 

Local Concerts, Festivals, Holiday Events: Living an NA lifestyle doesn’t mean you can’t have a little “sparkle” while enjoying all of the great community events Williamsburg has to offer.  We’ve got you covered!

Local Restaurants: Tired of picking up the drink menu at your favorite restaurant and disappointed AGAIN with no craft mocktail, NA wine or beer options?  Point 5 Williamsburg will seek to partner with your favorite local restaurants to make “club soda with lime” a distant memory! 

Private Events:  Weddings, Baby Showers, School Events, Birthdays and much more!

Point 5 Bartender: Jordan Lee

Calling all Restaurants!!!

Customers will go to restaurants based on the drink’s menu. If they don’t see solid NA options, they will pick another establishment. Mindful drinkers enjoy going out as much as heavier drinkers, and they don’t object to paying good money for a craft NA cocktail that doesn’t scream “kids drink” or something loaded with sugar. Consumers are looking for healthier options without compromising taste and lifestyle.

Who’s ordering these NA drinks? Just about everyone, and they want their drink to resemble the drink of the person with the fully-loaded version sitting next to them. Why the similarity? So that the nondrinker can enjoy their evening out without being bombarded with people asking why they aren’t drinking. It makes those around them who are drinking feel less awkward, too. And it’s an equally sophisticated tasting beverage, so why should it look different. No one feels excluded, especially if it’s your turn to be the designated driver!

By offering NA options, people will stay and socialize longer.  Customers are happier, your bar/restaurant makes more money, and the server makes a lot more in tips. (Not much to be made on a glass of water.)

HOW POINT 5 CAN HELP?

We will have a tasting table with more than 30 products that you and your team can try. With your staff’s expertise, you’ll be able to create delicious, unique cocktails. Until you know for sure which drinks are the most popular, you can buy in limited quantities at Point 5 without having to commit to buying cases with a distributor.

We can increase your profit margin, help you create a great NA menu and highlight your establishment on our website and social media.

What Will Funds Be Used For?

Bringing a brick and mortar shop to life in the heart of Williamsburg where retail space is at a  premium is very costly but if I want to be accessible to the millions of tourists and the thousands of college students, this is where I need to be.  My husband and I have a family of 5 with 2 still in college, so we need the community’s help to get this project off the ground.

Expenses Include:

• Franchise Fee 
• Retail space (6 months)
• Leasehold Improvements
• Furniture/Commercial Refrigerator
• Utilities
• Inventory
• Licenses and Permits
• Computer Systems
• Attorney Fees
• Insurance
• Local/Launch Marketing

The “Perks” Bar Menu

Your contributions– no matter the amount, will make a big difference in helping to bring healthier options to the community. 

To show my appreciation, check out the “perks” menu (aka “mocktail menu”) which includes fantastic discounts on in-store and online purchases, t-shirts and hoodies, tickets to shop events, private events, and a Point 5 sample pack of spirits, beers and wines.  For restaurants looking for a unique partnership, we’ve got something for you too.  

Risks & Challenges

CW retail space is at a premium and it’s very competitive to secure space in this vibrant area of Williamsburg.  If I cannot raise enough funds, I may have to launch Point 5 in an area of Williamsburg that would be less accessible which would not be ideal for the community or the growth of the business.

SPECIAL NOTE:  If I do not meet my fixed goal in full, your donation will be refunded which also means I will sadly not be able to fulfill perks.

Other Ways You Can Help

Even if you can’t personally contribute financially, your willingness to share this campaign with others in the community will mean so very much to me. SPREAD THE LOVE AND MAKE SOME NOISE!!  You might be surprised how many people out there are living an NA, sober curious, or “soberish” lifestyle (still drink alcohol but want options for more mindful drinking alternatives).

• SHARE: Indiegogo makes it super easy to share the campaign with others.  Just click on the SHARE button in the top right of this page!
• FOLLOW: Go to point5williamsburg.com to follow us on FB, Instagram and learn more about Point 5.  
• MAKE SOME NOISE:  If you know anyone who might be interested in contributing to this campaign, please share the love.  Your support will go a long way!