In a tale reminiscent of a determined small business, Canada’s inaugural non-alcoholic winery secured a $1 million investment agreement on the popular TV show “Dragons’ Den” in January. The brainchild of Tyler Harlton from Pense, Sask., and Chris Pagliocchini, a scientist at Agriculture Canada, ONES is rooted in Summerland, B.C. Harlton, with a background in the agricultural sector, was raised in the midst of Prairie farms.
The proprietors of ONES attribute their success in crafting wines that mimic the taste and texture of traditional alcoholic wines to their experience on “Dragons’ Den.” Their offerings contain a mere 0.5% alcohol with zero sugar. Since their launch in 2022, ONES wines have transitioned from boutique shops to being stocked in nearly 600 stores across Canada.
Harlton expressed to CBC Saskatchewan the significance of their appearance on “Dragons’ Den,” noting how it validated their efforts of almost four years. The Dragons were impressed by ONES’s rapid growth and revenue stream, particularly when they learned that the owners could reinvest profits into marketing after covering expenses.
Arlene Dickinson, a seasoned Dragon, offered valuable advice to the ONES team, emphasizing the importance of promoting their Canadian roots in the current climate favoring locally-made products. The incorporation of a Canadian maple leaf on ONES’s merlot bottles signifies a shift towards highlighting their national identity.
Beyond expanding their market and advancing alcohol-free wine technology, ONES’s achievements hold deeper meaning for its creators. Harlton emphasized the significance of providing quality wine to individuals who abstain from or cannot consume alcohol, aiming to destigmatize non-alcoholic beverage consumption.
The success of ONES on “Dragons’ Den” serves as a positive indicator of the evolving non-alcoholic beverage industry and the diminishing societal stigma associated with it. The investment offer from beverage industry leader Manjit Minhas marked a pivotal moment for the ONES winemakers, signaling a promising future ahead.
