Alright – so today we’ve got the honor of introducing you to Ariana. We think you’ll enjoy our conversation, we’ve shared it below.
Alright, Ariana thanks for taking the time to share your stories and insights with us today. Let’s start big picture – what are some of biggest trends you are seeing in your industry?
One of the biggest trends I’m seeing in the events and media space—especially in the dating and social connection world—is the shift away from apps and back into real life. People are craving authentic connection and shared experiences more than ever, and frankly, we’re all a little burned out from endless swiping and algorithm fatigue (79% of Gen Z have dating app fatigue)! The pendulum is swinging back to IRL, and we’re here for it.
A story that really crystallized this for me: We hosted a Valentine’s Day event last year at The Standard Grill, and despite putting it together in just five days, over 1000 people rsvp’d. Not because of some major marketing push, but because we tapped into a real, collective desire to meet people organically, offline, in a fun, low-pressure environment. What stood out was the number of people who came alone or brought friends—not dates. The vibe wasn’t “I need to find my person tonight,” it was “I want to have fun, flirt a little, and feel part of something.”
The opportunity here is massive—creating spaces where connection is the byproduct of good vibes and intentional community-building, not the pressure of a romantic outcome. But the concern is that as more brands clock this shift, there’s a risk of commodifying connection in the same way apps have—slapping the word “community” on things without doing the actual work.
At Drinks First, we’re focused on keeping things real. Every event, every piece of content, every touchpoint is rooted in the belief that people want to feel something—not just be marketed to. That’s our north star.
Ariana, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?
Hi! I’m Ariana, born and raised in New York City, and I run Drinks First, a media and events company that’s all about making IRL connection feel exciting, easy, and—most importantly—fun again. I always say we’re hospitality-obsessed but with a strong community lens. Whether it’s a 20-person intimate dinner, 150 people at a luxury sauna, or a 3000-person party at a nightclub, we’re designing spaces where people can actually meet each other, not just scroll past.
I started Drinks First as a podcast in 2019, featuring anonymous single New Yorkers that our listeners could match with. It was a way to feel meet outside of existing channels with less bias. What started as a fun side project quickly turned into something much bigger—a growing audience, live events, brand partnerships, and a real need in the market for people who wanted to connect outside of dating apps and social media.
Today, we produce events, content, and community experiences that bridge the gap between digital and physical connection. Our services range from curated event programming to brand activations, strategic partnerships, and original media content—from short-form videos to branded podcast episodes. We’ve worked with brands like Bumble, Pernod-Ricard, The Standard, and more to bring a fresh, fun, and authentic lens to community building.
What makes us different? We’re not trying to force networking or engineer awkward mixers. Drinks First events don’t feel like “dating events”—they feel like parties you actually want to go to. Our secret sauce is that we know how to make people feel comfortable and excited to show up alone—and leave with new friends, flirty energy, or sometimes even a relationship.
I’m most proud of the fact that we’ve built this brand truly from the ground up—and that it’s been profitable, self-sustaining, and growing without losing its soul. It’s a small, woman-owned business run by someone who lives and breathes hospitality and connection.
What I want people to know is that Drinks First isn’t just for single people, or even just for people in NYC. It’s a vibe, a community, a belief that showing up in person is powerful. We’re building something that helps people feel more alive and more connected—to themselves, to others, to their city.
We’d love to hear the story of how you turned a side-hustle into a something much bigger.
Yes! Drinks First definitely started as a side hustle—and now it’s my full-time job, career, and obsession. I was working full-time as a product designer when I launched the podcast in fall of 2019. I’d always been curious about how people date and connect in NYC, and noticed people were exhausted by the current channels of dating. I wanted to create something that felt like a fun, non biased alternative to dating apps. So I started interviewing anonymous single New Yorkers and my listeners can match with them. It was scrappy, DIY, and very much just for fun. I had no equipment, and learned how to edit, host, and market from google and youtube.
Beyond the steady growth of the podcast, I started posting about what I was doing on tiktok in 2020. I also posted about similar topics to dating- hospitality, lifestyle, travel (where to go out, what to do, how to meet people, etc.) It garnered a lot of attention, and that’s when I realized: there was this huge appetite for connection that wasn’t being met by existing platforms. So in 2021, when NYC opened after the pandemic, I hosted my first event at Soho House… then another… and soon I was planning events every month. Brands started noticing, too—they wanted to reach our audience, support our events, and collaborate on content. I realized I was onto something way bigger than I originally imagined.
Some key milestones along the way:
Hitting 10k Instagram followers without any paid promotion (and still having never done any!)
Throwing a closing party for The Jane, an iconic NYC venue, with over 1000 people.
Hiring my first team member, Owen, who’s now our Head of Content
And, of course, quitting my job after 5 years to run Drinks First full time. Scariest and best decision I’ve ever made.
It didn’t happen overnight, but the momentum built steadily because the need was real. Drinks First works because we focus on creating experiences people actually want—not what we think they want. That mindset has carried us from side hustle to real-deal business.
How did you build your audience on social media?
Building the Drinks First audience on social media was definitely a slow burn—not some overnight viral moment. I started with Instagram in 2019, and then in 2020 made a tiktok. I wanted to talk about not just dating and the podcast, but also life in NYC, recommendations, etc.
The turning point came when I started posting tiktoks about the podcast, my nyc recommendations as a native new yorker, and other peeks into my life. It gave the brand a face, and made it easier for people to see themselvesbeing a part of my community. Tiktok directly funneled into my instagram. I wasn’t trying to go viral—I was just trying to speak to real people in a real way. And I think that’s why it worked.
It also helped that I replied to DMs, reshared every tag, and actually engaged with the community. In the beginning, treat your audience like your friends, not your followers. That’s what turns people from passive viewers into superfans who show up to events, tell their friends, and help your brand grow.
My advice to anyone starting out:
Just start. You don’t need a strategy deck or fancy gear.
Be consistent, even when no one’s watching.
Show people, don’t just tell them. Give them a reason to care by showing the energy, emotion, and providing value behind what you do.
And lastly, don’t try to be for everyone. The more specific and authentic your content is, the more it’ll resonate with the right people.
Now, Drinks First has tens of thousands of followers across Instagram, TikTok, Substack, and text—but what I’m most proud of is that they’re not just numbers. They’re real people who show up, participate, and genuinely get the brand.
Contact Info:
- Website: https://beacons.ai/drinks.first
- Instagram: https://www.instagram.com/drinks.first/
- Linkedin: https://www.linkedin.com/in/ariananathani/
- Twitter: https://x.com/drinksfirstpod
- Youtube: https://www.youtube.com/@DrinksFirst
- Other: https://drinksfirst.substack.com/
Image Credits
Owen Warren