Lucky Frog leaps into the market: Your new favorite non-alcoholic drink has local roots
New non-alcoholic beverage billed as a "social tonic," an alternative to beverages that'll give you a buzz (in a variety of different ways)
A new non-alcoholic beverage with local roots wants to deliver a buzz without giving you a buzz.
Lucky Frog, owned and conceived by Rochester resident Kyle Waldron, is billed as a “social tonic.” It’s lightly carbonated, dosed with ashwagandha and magnesium, and wants to provide a fun drinking experience when you’re not looking to get high or drunk. It’s designed for those looking for a fun night out (or in).
Social media posts summarize it best, “It’s here to help those trying to cut back, maintain sobriety, or even if you just want a tasty drink without the hangover.”
Because Rochester truly is the smallest big city (or biggest small city), I was introduced to the drink through one of my favorite local bands (more on that later, promise).
Lucky Frog, currently only available in Plum Pomelo & Cardamom flavor (but we could get more variety in the future), gets its official local release Saturday from 8 to 10 p.m. at Staple Vintage, 644 University Ave. in the city (right next to the Bachelor Forum). Free samples will be offered and cans will be available for purchase, along with some other fun surprises.
Waldron, 32, is originally from New Jersey and moved to Monroe County in 2011 to attend Roberts Wesleyan College (now University) in Chili. (If we ever cross paths in person, remind me to tell you about the legendary D&C copy editor who had cheeky nicknames for all of the local colleges.)
“I just ended up staying,” Waldron said. “I started a few bands, found a bunch of friends, and just got really embedded in the community. For me, it was just way cheaper than going home. Here, I could afford my own place. I just enjoyed that. I didn’t have to live with my parents and I could do my own thing.”
And in true Rochester fashion, “10 years later, here we are,” Waldon chuckled.
Waldron calls the genesis of Lucky Frog “a long, weird story.” (But most of the best things life follow that same entropic path.) He has a bachelor’s degree in history, completed a few internships, and “it just never worked out for me for a variety of reasons.” He didn’t wanna pursue a career in academia. “It’s very competitive and no one makes any money, so I think that pushed me to be a little more entrepreneurial (a word he said he doesn’t like to use).”
In an effort to sound less capitalistic, let’s say Waldron decided to be more resourceful, enterprising, pioneering, and innovative (three of these four words came from the online thesaurus — I’ll let you decide which ones).
“I’ve always been independent and never really enjoyed working in a corporate setting or even for other people,” Waldon added. “I just like doing my own thing. I found a variety of ways to do that over the last number of years. I started a little online business and that went kaput a few things years ago.”
Waldron used the money he made from that venture to “invest strategically.” He intended to save a big portion of the money to start a new business — that’s where the frog eventually emerges from the bog. (I am not very proud of this visual either and promise to try harder in the future.)
“I’ve always really been into beverages,” Waldron said. “And this came together organically, in a funny way. It started as a completely different idea, and that wasn’t working out. My co-packer, who makes this drink, recommended looking into adaptogens (defined by Google AI as ‘herbs, roots, and other plant substances that may help the body manage stress and restore balance’) and the non-alcoholic market. So I started looking into that.”
And unlike Aaron Rodgers or my weird friend in Colorado, I haven’t done my own research here. But Waldron isn’t making any grandiose claims about Lucky Frog. After consulting with his girlfriend, Erin Maloney, he determined plum and cardamon would marry well and he wanted a citrus fruit to add a bit of zippiness. It’s all rounded out by a bit of added honey for sweetness.
“All of the market research into this stuff is very positive. It’s growing,” Waldron said. “At first I was like, ‘Is this bullshit? Is it all marketing?’ I think some companies portray it as something that is crazier than it is. But it does have some positives, like real health benefits.”
WARNING
I just “learned” this stuff from a quick Google search. And I’m not here to promote some goofy mumbo jumbo (think that might be the first Ishmael Reed reference in this newsletter ever — thanks English master’s degree!). I just know the beverage is tasty and I enjoyed consuming it.
Ashwagandha, which is often used in drinks like tea, is a root noted to have some impact on stress levels, anxiety, and sleep. Magnesium, meanwhile, is a bit of relaxer. “It’s not gonna change your life, but it won’t do anything bad,” Waldron said. “And then I got really into this space and I had the branding already from my friend Sara Larsen (who is an incredibly talented illustrator and is now the creative director for the brand). We just pulled the trigger.
“I had to do something. I needed the money. This is something I’ve become passionate about. And it kinda feels like I’ve become the spokesperson for it (ny brand) now.”
Waldron said the total gestation process for the beverage has lasted about seven months. They’ve experienced a few delays and setbacks (like you do with any project), particularly with the western North Carolina-based co-packer impacted by Hurricane Helene in recent months. But he was convinced this was the right co-packer to deliver on his vision and it was worth waiting it out. (The co-packing partner worries about all of the necessary government approvals, leaving Waldron to tackle branding, distribution, and other business functions.)
Larsen came up with the name and the branding (and has since been brought aboard as creative director and co-owner).
“It just embodies how we feel about the whole project,” Waldron said. “It’s a nice vibe. The frog is based on older, traditional-style tattooing. It kind of has a mystical, care-free, and positive feeling.”
Naming your company is obviously similar to naming your band. And Waldron plays guitar in one of my favorite bands, local or otherwise, Big Nobody, which recently released a spectacular new album called “Charlie’s Alive.” (If you haven’t listened yet, please stop reading this immediately and turn that record up, loud. It’s a wonderful blend of emo, power pop, and maybe even a tinge of grunge.)
Once you find that right band name, that right brand identity, it’s a serendipitous moment to celebrate.
“It’s just meant to fit the vibe we’re going for,” Waldron said. “It’s not supposed to be too serious. It’s not supposed to be medicinal. It’s just supposed to be fun and easy-going and relaxing and all that kind of stuff.”
It’s a vibe and identity perfectly matched to the emerging non-alcoholic beverage category. AltBar, the city’s first zero-alcohol bar and lounge, opened earlier this year in the North Winton Village neighborhood. Wegmans has expanded the availability of NA offerings in its stores, while some breweries have released non-alcoholic offerings (like Three Heads’ hop water and Big Ditch’s non-alcoholic IPA). Lucky Frog should be available at AltBar in the near future, as well as a host of other local retailers and bars. You’ll also be able to eventually order directly from Lucky Frog’s site. (Check Lucky Frog’s social media accounts for more info and insight here.)
Lucky Frog is versatile — I found myself reaching for one at a recent BYOB show at Rochester’s best DIY venue. My wife has enjoyed it before bed. And it can be consumed without mixing it with anything (though it probably would work well with some vodka, if that’s your thing).
By starting modestly, Waldron hopes to build some buzz and equity in the brand before expanding offerings. He’s confident that’ll come with time and exposure.
“It has been fun figuring things out,” Waldron said. “I’ve started businesses but not one based around a product before. It’s been fun.”
A final note: It’s pretty wild to think I’ve been working on this independent publication for over two years now. In that time, I’ve published 200 newsletters, highlighted some of my favorite people in the industry, curated two beers festivals (that featured 150 participants and 4,600 attendees), and continued to break all the biggest news in the region (closures, consolidations, openings, etc.).
The Cleveland Prost remains the preeminent source for regional beer news. If you own a brewery, bar, or beer-adjacent business, this is the best place to reach the nerds you wanna be in front of. So I remain open to sponsorships, advertisements, and sponsored content. Feel free to reach out to me at clevelandprost@gmail.com for more. And more than anything, thanks for all the support. None of this would be possible without the devoted (and thirsty) audience.