From the offset, it was our goal to develop a credible alternative to the alcoholic cocktail, versus a lesser version of what used to be. This goal, time has shown, is easier said than done to execute. In our case, Kristin and I started by trying to distill vinegar using copper equipment, in our basement.

The Seltzer Craze and Why We’re Different

Over the last 3 years we’ve witnessed the market explode with infused THC seltzers and sodas. I hear marketing folks talk about sodas, seltzers, and imitation alcoholic products as alternatives to one’s alcoholic tipple of choice. This concerns me and excites me in equal measure. In one part, the cannabis infused beverage category is high on its own seltzer. If we think that consumers are going to put down a fine Sauvignon Blanc, or Moscow Mule, or Pilsner and replace it with an “infused” Blueberry soda, or watermelon seltzer, then think again. “Dayparts” count. For some, on a hot day in the Desert, by the pool, THC seltzers will be a great solution. For others, cannabis infused coffees in the morning will work great. For Fable, there is cocktail hour, happy hour, golden hour. We don’t mind what you call it, but we appreciate you consuming Fable as it was meant to be consumed, as a cocktail at brunch with friends, a dinner party or just at home snuggling the dog in front of the fire.

Beyond Seltzer: The Science of a Superior Sip

A fine alcoholic drink has mouthfeel, viscosity, and a layered flavor profile. You feel the bite or burn of the alcohol at the top of your throat before flavors flood the pallet. It’s these same characteristics, along with an evolving flavor ark, that makes Fable, a Fable.

Viscosity: The Art of the Sip

Cocktails have a thickness, a mouthfeel like that encourages you to sip. A seltzer can never deliver on this characteristic, neither should it. At Fable we use the natural occurring sugar in real blended fruits and spices to create this mouthfeel and overall viscosity.

Bite: The Enticement of Enjoyment

Alcoholic drinks have a bite, or a burn. This is what encourages consumption. A fine wine is slowly consumed, with the burn lingering at the top of the pallet, reminding us to savor, and take our time. We use real spices with natural heat to recreate this bite. The result is that you’ll enjoy Fable sip by sip, versus slamming it like a light beer at a tailgate.

Flavor: A Symphony on the Palate

The biggest difference with Fable is our complex but balanced flavor ark. This is the result of the craft, with our real roots, fruits and spices all playing their role. Please take a moment to observe how the flavors of Fable change as you consume the drink. With Best Zest, citrus gives way to cinnamon + cardamom before pepper lends a spicey dry finish. With Night Flight, plump blackberry’s lead to the heat of Ginger + spice before cucumber and mint cool down the pallet. In regard to Into The Woods, well, the flavor is in the name.

Drink Intentionally: The Fable Ritual

Our company motto is “Drink Intentionally”. In it’s this spirit that we ask you to enjoy Fable just as you would your favorite alcoholic cocktail. Always chilled, ice not necessary. Find a nice glass and relax. You’ll forget you’re not drinking alcohol. Cheers! Ben: Co-Founder (Fable)

Published: March 2024