We were lucky to catch up with Jocelyn & Lisa recently and have shared our conversation below.

Alright, Jocelyn & Lisa thanks for taking the time to share your stories and insights with us today. So let’s jump to your mission – what’s the backstory behind how you developed the mission that drives your brand?

Our mission is to create light, fresh wine experiences that bring people together. We do this through naturally lower-alcohol wines reimagined for modern lifestyles, where feeling good and tasting good are the perfect pairing.
Our Fria Frio journey began over a glass of wine (naturally!) when we found ourselves discussing how wine culture was evolving. As longtime wine enthusiasts, we noticed our own relationship with wine changing, and we saw this trend echoing all around us.
Younger friends showed little interest in wine altogether, while many who once embraced it were quietly stepping away. Their reasons painted a clear picture – wine had become too heavy. The selection process felt like a high-stakes exam. Tasting notes read like baroque poetry. The insider language created invisible barriers. High alcohol levels and excessive drinking had transformed what should be a simple pleasure into next-day regret. Meanwhile, growing conversations about wine and wellness highlighted the gap between changing consumer preferences and available options.
We envisioned wines that would feel like a breath of fresh air and then got busy figuring out how to achieve that vision. Flash forward: We’re now four years in, stocked across eight states, and present in our dream locations – from brand-defining restaurants to high-end grocery chains and Total Wine stores.

Jocelyn & Lisa, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?

As friends united by our love of wine, we (Lisa, Irish-American, and Jocelyn, American) bring a global perspective shaped by our international backgrounds and European experiences. While we live for discovering exceptional wines, we believe wine should never feel heavy or intimidating. At its heart, it’s a simple pleasure meant to delight and connect.

We longed for wines that could thread the needle – sophisticated and light, absolutely delicious yet naturally lower in alcohol. At 9-10% versus the typical 11-15%, our wines match the way people want to drink today.

Today, people are rethinking wine’s role in their lives. From women navigating hormonal changes to fitness enthusiasts protecting their wellness goals, the desire for mindful choices is clear.

We watched as younger consumers, drawn to authenticity, turned away from wine – which puzzled us. After all, what could be more authentic than wine? Each bottle captures a moment in time, a specific place, a winemaker’s vision, generations of craft. But while they weren’t connecting with wine’s traditional story, we knew they would embrace a fresh perspective that spoke their language.

Our search led us to Portugal’s Vinho Verde region, where perfect conditions have produced exceptional lower-alcohol wines for centuries. There, we discovered Joana Santiago – a brilliant third-generation winemaker who learned from her mother and grandmother but brings her own rebellious spirit to the craft. From our first taste of her vision for Fria Frio, we knew we’d found something special.

The result exceeds our wildest hopes. From the bright, crisp profile to our fun label and playful name, everything about Fria Frio embodies pure joy. While our spirit is light, our dedication to craft runs deep. Watching both sommeliers and casual drinkers light up at their first sip – that’s everything we dreamed of creating. That’s when we know we’ve succeeded.

How’d you build such a strong reputation within your market?

Our foundation is simple: exceptional wine and extraordinary partnerships. The wine itself must be remarkable – there’s no shortcut around this essential truth. In a world filled with compelling brands and great wines, we stand apart by creating something both genuinely different and deeply needed, then delivering it with excellence.

Excellence guides every decision. Our winemaker Joana Santiago and her team are celebrated innovators in Portugal’s Vinho Verde region. Our brand identity was crafted by Denomination, global leaders in drinks branding. And we partner with the industry’s most respected importers and sales teams. This commitment to excellence resonates before a single bottle is opened and has paved the way for all good things in our business.

We are proud of the response from wine professionals – those who taste hundreds of wines each year yet find something extraordinary in ours. Their surprise at discovering such structure, nuanced fruit flavors, and beautiful finish in a lighter style has turned many into passionate advocates.

At our core, we’ve stayed true to our mission of bringing lightness to wine culture. Every partnership, from vineyard to wine shop, reinforces this commitment. There’s a harmony across our ecosystem that mirrors the wine itself: light, fresh, and joyful.

Any thoughts, advice, or strategies you can share for fostering brand loyalty?

We believe brand loyalty grows naturally when you create something authentic and stay true to it. For us, that means delivering on our promise of lightness in every interaction – from the wine itself to our partnerships and community.

We build loyalty with consistency and connection. Our wine is consistently exceptional, our messaging is clear and honest, and our relationships are genuine. We show up for our partners, listen to our community, and evolve thoughtfully based on their feedback.

But perhaps most importantly, we’ve built loyalty by remaining focused on our core purpose: bringing lightness to wine culture. When your mission resonates deeply with people, they don’t just become customers – they become advocates. They share your story because it aligns with their own values and aspirations.

Contact Info:

• Website: https://friafrio.com/
• Instagram: https://www.instagram.com/drinkfriafrio/
• Facebook: https://www.facebook.com/FriaFrioWines
• Linkedin: https://www.linkedin.com/company/fria-frio/posts/?feedView=all

Image Credits

Cathy Loughran – Feature photo