About Us – Finally!

Alex sitting on the ground in front of a big yellow sign — Alex

Jenna sitting outside with a drink and smiling — Jenna

Our Story

Hi! We (Alex & Jenna, co-founders) were introduced at a BBQ by mutual friends (thanks J & P!) when both of our lives were turned upside down during the pandemic by divorce. Quickly, we became BFFs and had that intoxicating “let’s-start-a-business-together” chemistry.

We have each experienced the complicated impacts of alcohol on our lives, communities, and the lives of people we love.

Aware of (and let’s be honest – frustrated by) the lack of variety in non-alcoholic options, we started Finally! to create delicious non-alcoholic versions of classic cocktails so that those of us who are aren’t drinking no longer feel like an afterthought.

Why We Do It

A cocktail is delicious not just because of the end result, but the means by which it was crafted.

At Finally! we seek to be as ethical and sustainable as possible in all that we do… and we are committed to continuously learning and doing better.

As a working-class, woman and queer owned company, we are committed to community, social/environmental justice, and believe that business practices can contribute to collective efforts of building a better world.

For example, we strive for environmental sustainability as much as possible and are always striving to do better. We also are critical of capitalism and strive to make decisions that are sustainable for our health and the health of folks that work for us, so that work does not negatively impact or take priority over quality of life.

We are passionate about the inclusion of folks who are not drinking (much) alcohol for whatever reason. We work towards this by creating a non-alcoholic beverage, with a look and taste that makes us feel seen and valued as adult consumers. We wanted to create accessible beverages that we felt excited to see on menus and store shelves. Beverages that when we held them, we wouldn’t be singled out for “not drinking.” We want to build a company, where our decisions and actions include people often left out, and doesn’t rely on messages of health and wellness that make us feel bad.

Our hope is that we can contribute to reducing stigma of “low/no” drinkers, reduce stigma associated with mental health and substance use concerns, and challenge the myth that “you can’t have fun without booze.”

As an alcohol-free and low-sugar cocktail company, our bevvies are inclusive of many taste buds and bellies.

Meet the Team

Meet Alex. Originally from the east coast (shout out to Pictou, NS), Alex (he/him) is a cis man who has lived in Prince Edward County, Ontario since 2012. He has worked in the food industry for over a decade, is charismatic, and is a real chatty Cathy who wants to sell you drinks.

Coming from involvement in the alcohol drenched music and culinary industries, Alex is passionate about Finally! because he has struggled with alcohol use himself. Alex is currently mindfully exploring his relationship to alcohol as a low-drinker.

Meet Jenna. Originally from the west coast, Jenna (she/her) is a neurodivergent, bi/queer cis woman who shifted to the rural Ontario life in 2018. She has primarily worked in mental health as a researcher and psychotherapist with a focus on trauma and 2SLGBTQ+ mental health. Jenna nerds out over administrative work and Alex thinks she is funny.

Jenna is passionate about Finally! because she was raised in a home with alcoholism, and wanted to create something her dad, who is now 20 years sober, would be proud to drink. Jenna has also struggled with alcohol use in her teens and early 20s, and has spent most of her adult life sober(ish). Following recent life threatening health issues unrelated to alcohol-use, Jenna is 100% off the booze.