For this week’s feature, we are talking to the entrepreneur duo George Dovellos and Rory Kennedy, who are behind the alcoholic seltzer brand PEACHY AS. The duo came together to start the venture out of a shared love for refreshing beverages and a desire to offer an exceptional product to consumers with a cheeky, Gen Z spirit with a flavour of peach mixed in.
ISB: What was the inspiration that led you to come up with PEACHY AS?
GD: We wanted to create a drink that embodies the spirit of our generation – one that is bold, refreshing, and unapologetically authentic. PEACHY AS is all about celebrating life’s moments with its exceptional taste and clean, crisp finish.
RK: We have tried to combine our unique perspectives to bring a product to the market that encapsulates the Gen Z ethos – fun, happy and free.
ISB: What were your respective professional backgrounds prior to launching Peachy As, and how have they helped each of you in this venture?
RK: I was, and still am, engaged in the advertising and marketing fields, overseeing the social media and online presence of corporate brands, and supporting sales efforts. The experience I’ve gained in customer relations, sales, and marketing prior to Peachy Drinks has been invaluable as we establish and advance the brand through our sales endeavours.
GD: I was lucky enough to be the General Manager of a Greek restaurant/pub called The Phoenix for the last four years. The lessons I learnt there in patience, management, and adversity, especially through the COVID-19 period, have been crucial to my role in Peachy Drinks and being able to attack a very challenging market. I also have a background in finance having studied Commerce & Economics at UNSW, which is the Ying to Rory’s creative and marketing Yang. That’s just one of the reasons we’re such a great team.
ISB: What has been the most challenging aspect of getting this venture off the ground and how did you overcome it?
RK: As an independent brand, navigating the contracted agreements of alcohol common among venues in Sydney presents difficulties, making it harder for independents to secure taps and shelf/fridge space. Despite these hurdles, George and I remain highly confident that our brand will continue to expand and gain traction with more venues over time.
ISB: In what way does PEACHY AS embody the Gen Z spirit in an alcoholic beverage?
RK: In today’s fast-paced world, our beverage seeks to connect with people by emphasising the importance of slowing down, taking a break, and sharing a laugh with friends and loved ones. We believe that modern, young people face mounting external pressures, such as cost of living costs, which often overshadow the simple pleasures that bring us joy. Most of us in the Gen Z community feel this need for freedom, and our drink embodies exactly that.
GD: The one thing that we were super passionate and determined to be, is a brand that genuinely cares about its audience and creating a sense of community. Rory and I have achieved that through using real, raw footage in our ad campaigns on Instagram rather than scripted photoshoots. We have also built a strong philanthropic side to our business officially partnering with the McGrath Foundation as well as the Black Dog Institute.
ISB: How do you envision Peachy As’s growth in the next couple of years?
RK: Since our launch late in 2023, we’ve established trading partnerships with eight different venues, and we have agreements in the pipeline with a bunch of other venues. We anticipate that a significant number of Australia’s youth will be getting peachy with it in the coming years. Another focus for us is areas with high concentrations of young people, such as university bars and venues near universities.
GD: I personally would love to see the Peachy Drinks brand be known as one that embodies the spirit of lightheartedness – in true Australian spirit! At the end of the day, we are a brand started for mates by mates, no shortcuts or outside investment just two 23-year-old blokes who are giving it their all in the hopes of spicing up the alcohol industry in Australia.
ISB: What is the most important lesson you’d wish to impart to other Gen Zs who are considering starting their own business?
GD: Just go for it! Obviously do your due diligence, especially in terms of your financial position, learn the industry and your competitors, establish a point of difference and then just work hard. If it were easy, everyone would be doing it. But the reality is that the best things in life come with their own challenges. The reward at the end, will just be that much sweeter. Or peachier in our case!
