In a tale reminiscent of a small business beating the odds, Canada’s premier non-alcoholic winery secured a $1 million investment on the popular TV show, Dragons’ Den, in January. The brainchild of Tyler Harlton from Pense, Sask., and Chris Pagliocchini, an Agriculture Canada scientist, ONES is deeply rooted in the agricultural landscape, with its headquarters situated in Summerland, B.C.
The duo credits their appearance on Dragons’ Den as a pivotal moment in their journey towards creating wines that mimic the taste and texture of traditional alcoholic beverages. ONES’ offerings contain a mere 0.5% alcohol content and zero sugar. Since their debut in 2022, ONES has transitioned from being stocked in niche boutiques to gracing the shelves of nearly 600 stores nationwide.
Harlton expressed to CBC Saskatchewan the significance of their Dragons’ Den experience, stating that it validated their years of hard work and dedication. The Dragons were pleasantly surprised by ONES’ rapid growth and revenue stream, particularly noting the team’s commitment to reinvesting profits into marketing.
Arlene Dickinson, a seasoned Dragon known for her business acumen, offered valuable advice to the ONES team, emphasizing the importance of highlighting their Canadian roots in a market increasingly favoring homegrown products. Inspired by this counsel, ONES has already incorporated the Canadian maple leaf on their merlot bottles, with further branding enhancements in the pipeline.
Beyond business success, ONES’ impact extends to challenging societal norms surrounding non-alcoholic beverages. By providing quality alcohol-free wine options, the brand aims to destigmatize non-drinking choices and cater to individuals like Katherine Herback of Regina, who seek alternatives due to health concerns.
Harlton envisions a future where non-alcoholic premium B.C. wines meet growing consumer demand. Herback views ONES’ Dragons’ Den triumph as a positive indicator of the expanding non-alcoholic beverage market and the diminishing stigma associated with it.
Ultimately, it was beverage industry leader Manjit Minhas who sealed the deal on Dragons’ Den, offering a $1 million investment in exchange for a 15% stake in ONES. With glasses raised, Harlton and Pagliocchini toast to a promising future ahead.