"This is a category I understand both professionally and personally."

For more than two decades, I have led marketing strategy within the pharmaceutical industry, where transparency, evidence, and responsible communication shape how products are understood and adopted. That experience, along with building education-led healthcare conferences and associations, informs how I approach emerging wellness categories today.

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Drywave was created in response to a clear cultural shift. Consumers are rethinking their relationship with alcohol, not from restriction, but from intention. At the same time, innovation in zero-proof and low-alcohol alternatives has advanced significantly, yet there is no credible, experiential platform where education, discovery, and social culture come together.

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This is a category I understand both professionally and personally. As someone who values intentional living and engages with non-alcoholic alternatives, I believe modern consumers deserve thoughtful environments where new choices can be discovered, understood, and experienced. Drywave is designed to engage a thoughtful, performance-minded audience in a setting that respects choice, encourages exploration, and creates meaningful connections.