Alright – so today we’ve got the honor of introducing you to Michelle Houston. We think you’ll enjoy our conversation, we’ve shared it below.
Michelle, looking forward to hearing all of your stories today. How did you come up with the idea for your business?
The idea for To Be Honest came from a deeply personal journey. I decided to step away from alcohol when I realized how much it was impacting my mental health and fueling my anxiety. At first, it was just a break to reset, but as I started to feel more like myself—calmer, clearer, and more present—I knew this change was something I wanted to make permanent.
The hardest part wasn’t giving up alcohol—it was the way it changed social moments that used to feel so effortless. I’d go to happy hours, dinner parties, or nights out with friends, and I’d feel like I was missing out. The non-alcoholic options available felt uninspired—either sugary, watered-down mocktails or bland, fizzy seltzers. I wanted something with real depth, flavor, and sophistication, something I could enjoy in a crafted cocktail that felt intentional and elevated.
That’s when it hit me—what if I could create a non-alcoholic spirit that didn’t feel like a compromise? Something that was versatile, full of texture, and aligned with a wellness-focused lifestyle. And to take it one step further, I wanted to infuse it with functional botanicals like hemp to not just replace the alcohol but offer something meaningful in its place.
I knew this could work because I wasn’t alone. More and more people were exploring sober curious living, looking for options that honored their social rituals without sacrificing their well-being. But there wasn’t anything on the market that struck the perfect balance of function, flavor, and sophistication—and that gap felt like an opportunity waiting to be filled.
What excited me most was the chance to redefine the drinking experience—not by telling people what not to do, but by giving them something exciting and intentional to say yes to. With To Be Honest, it’s not just about what’s in the glass—it’s about empowering people to show up fully, on their terms, and feel celebrated in the process.
Michelle, 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?
For folks who may not have read about us before:
I co-founded To Be Honest Beverage Co. alongside my husband and business partner Jeremy, who has spent over a decade in alcohol production, including craft beer, mead, and hard cider. When I stopped drinking, we began searching for an elevated alternative that offered both flavor and function—something that felt like a true adult option for the sober-curious. My journey with mental health and anxiety, along with a desire to be a better role model for living alcohol-free, ultimately sparked the creation of our brand.
We specialize in non-alcoholic, hemp-infused spirit alternatives. Our inaugural product is gin-inspired, featuring a botanical, herbaceous, and juniper-forward profile. It’s designed to replace traditional spirits in crafted cocktails, giving you the same complexity and enjoyment without the alcohol.
Our products solve a key challenge for those rethinking their relationship with alcohol—whether they’re cutting back during the week, taking breaks, or alternating between alcoholic and non-alcoholic drinks. With the added benefit of CBD for relaxation and stress relief, our beverages offer indulgence without the downsides of alcohol, like hangovers or impaired mornings.
What sets us apart is the combination of exceptional flavor, mouthfeel, and CBD infusion. We replicate traditional spirits, so you can enjoy them in classic cocktails without compromising your health goals.
The proudest moments so far have been hearing the personal stories from our customers—how these products have made a meaningful difference in their lives, supporting their wellness while still allowing them to enjoy social events and nightly rituals.
At the heart of everything we do is a commitment to intentional living. We want each member of our community to feel empowered to make choices that align with their values—fully present and thriving in every moment.
Learning and unlearning are both critical parts of growth – can you share a story of a time when you had to unlearn a lesson?
To Be Honest Beverage Co. isn’t the first business we’ve started. In fact, Jeremy and I have had our fair share of failed ventures that taught us some of the most important lessons along the way. One of the biggest personal challenges I had to unlearn was rooted in my experience with my coaching and digital product business—namely, insecurity, doubt, and a lack of belief in myself. These emotions became sneaky saboteurs, creeping in and holding me back in ways I didn’t even realize at first.
For a long time, I let those limiting beliefs run the show. I’d avoid getting in front of the camera to record content because I didn’t feel confident enough. I hesitated to ask for the sale, telling myself it was too “pushy” or assuming people wouldn’t be interested. Praise and positive attention felt uncomfortable, so I’d deflect or downplay any recognition I received. Deep down, I struggled with the idea of being worthy—worthy of pitching myself, of stepping into the spotlight, and of running a successful business that could make an impact.
This mindset became a self-fulfilling cycle. By playing small, I missed opportunities to grow the business, connect with my audience, and gain traction. It wasn’t until I truly confronted these insecurities and started to unlearn them that things began to shift. I had to teach myself that confidence isn’t something that shows up first—it’s built through action. I started showing up even when I felt unsure. I practiced asking for the sale, recognizing that believing in your value isn’t pushy—it’s necessary. And I began receiving praise with grace, knowing that acknowledging my wins didn’t mean I was being arrogant—it meant I was embracing my growth.
Unlearning these patterns has been a critical part of building To Be Honest. Now, I understand that stepping into your power isn’t about waiting for permission or perfection. It’s about showing up for yourself and your mission, even when fear and doubt are present. That’s something I carry with me every day as I grow this brand—knowing that each step forward, no matter how small, builds the kind of confidence that creates real impact.
Any stories or insights that might help us understand how you’ve built such a strong reputation?
We introduced To Be Honest by teasing the concept to our community and pre-selling our first batch with a secretive, sultry launch campaign. Networking and events have been pivotal, from collaborating with influencers and sober-curious podcasts to participating in local chamber events and donating to benefit golf tournaments. Customer feedback has been integral, with five-star reviews and handwritten notes helping build trust and ensure each customer feels valued.
Our social media presence and email marketing keep our audience engaged with behind-the-scenes updates, events, and features. Strategic placements in publications like Proof Magazine and partnerships with restaurants, SLO Film Festival, and local initiatives further establish our leadership in the non-alcoholic space.
What sets us apart is our focus on intentional living—placing the consumer at the heart of their drinking experience. Instead of alcohol, we offer a sophisticated, functional alternative without sacrificing the ritual or enjoyment. Community engagement is central to our reputation, aligning with local markets, events, and luxury brands. Word-of-mouth referrals have also been a key driver of growth, as the uniqueness of our product sparks organic conversations and social sharing.
Branding has been absolutely critical to our growth and acceptance into the market. Our culture is demanding sophisticated options that appeal to sober curious adults.
Contact Info:
- Website: https://www.tobehonestbev.com/
- Instagram: https://www.instagram.com/tobehonestbev/
- Facebook: https://www.facebook.com/tobehonestbev
- Linkedin: https://www.linkedin.com/company/to-be-honest-bev-co/
Image Credits
Taylor James