We caught up with the brilliant and insightful Nicole Craven and Alexis Smith a few weeks ago and have shared our conversation below.

Alright, Nicole Craven and thanks for taking the time to share your stories and insights with us today. Let’s start with the story of your mission. What should we know?

Driven by a passion for espresso martinis, we [Nicole and Alexis] recognized an opportunity to create a delicious product while celebrating women in a mostly male-dominated spirits industry. We launched Après Hours, a canned espresso martini line, with the tagline ‘It’s time to shake things up’. Our mission is not only a play on words, but rooted in our personal experiences and desire to create a more inclusive and diverse brand.

As female entrepreneurs, we have a first-hand understanding of the challenges and barriers women-owned brands face in various industries, particularly the alcohol industry. We believe in breaking boundaries and empowering women to challenge the status quo in traditionally male-dominated fields. The Après Hours mission is a response to the need for more representation of women across all industries, which we hope to be a part of by creating a culture where everyone is empowered to be a part of the celebration.

Our vision is to make an impact, both through our quarterly grant program supporting future female entrepreneurs and through intentional partnerships, and inspire others to make the same commitment to change. In essence, the Après Hours mission is not just a business goal; it’s a reflection of our personal journey and dedication to bringing about a positive shift in the alcohol industry and beyond.

Nicole Craven and , 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?

After noticing a lack of our favorite go-to cocktail in the ready-to-drink spirits industry (the classic espresso martini) and as female community leaders who always tend to be on the go, we decided to develop a convenient cocktail that combined daytime fuel with a wind-down buzz. We launched Après Hours in 2022 with our first product, a canned dairy-and gluten-free espresso martini in three flavors: Classic, Salted Caramel and Vanilla. With a year in business under our belt, Après Hours is flying of shelves – we’ve expanded beyond Dallas into the Austin and Houston markets, selling over 20,000 cases of our canned espresso martinis and launching in over 200 liquor and grocery stores across Texas, including Total Wine & More, Spec’s, Goody Goody and Central Market.

We’re a brand focused on creating community, partnering with hospitality, lifestyle, food and beverage and fitness brands to host curated events that bring together leaders and tastemakers in Texas. Looking to make a larger impact and give-back, we developed the Après Hours Grant Program in January 2023, an initiative that provides funding to aspiring female entrepreneurs.

Can you tell us the story behind how you met your business partner?

Several years ago, we [Nicole and Alexis] had the serendipitous opportunity to cross paths within the fast-paced world of a national PR agency. Our initial interaction sparked a connection that transcended the workplace, and we quickly evolved from colleagues into close friends. This transformation was the result of a shared work ethic and creative energy that we brought to every project we tackled together.

Our professional journeys eventually took different turns when Nicole found herself working for a boutique PR agency, while Alexis delved into the realm of a national watch company. Despite the divergence in our career paths, the bonds of friendship we had forged remained unbreakable. Our connection was deeply rooted in a shared passion for not only the PR industry but also a mutual understanding of one another.

What truly sets our partnership apart is that we are best friends first and business partners second. The foundation of trust, respect and shared values that we cultivated as friends allowed us to seamlessly transition into a dynamic business partnership. This unique blend of personal and professional camaraderie has been instrumental in our journey as co-founders, enabling us to leverage our combined strengths and create a successful venture that reflects our shared vision and passion for excellence.

We’d really appreciate if you could talk to us about how you figured out the manufacturing process.

We’ve chosen to work with a co-packer for the manufacturing of our products. The process of finding the right co-packer was similar to a dating experience – we had to meet with numerous potential manufacturers before discovering the perfect partnership that would be mutually beneficial for both parties. It was crucial for us to ensure that they not only grasped our vision but also aligned with our brand values to meet our exacting standards.

Our journey into manufacturing was primarily a ‘learn by doing’ experience. One of the most important lessons we’ve learned along the way is that patience and understanding of the manufacturing process are essential. Manufacturing a product involves a multitude of intricate moving parts, from sourcing materials to production and distribution, and grasping the logistics was a new and enlightening aspect of our business.

Coming from a PR background, we had a clear vision of how we wanted our brand to look, but witnessing the entire process from conception to physically holding the finished product was a truly eye-opening experience. It not only made us better business owners, as we were actively involved in overseeing every aspect, but also instilled in us a deep appreciation for the complexities of the manufacturing process as a whole.

Today, our products are available online across 48 states and in various retail locations throughout Texas, including major partners like Total Wine, Goody Goody, Specs, Tom Thumb, Randalls and Albertsons. This journey from concept to nationwide presence has been an incredible and fulfilling ride and we continue to learn and adapt as we navigate the world of product manufacturing.

Contact Info:

• Website: https://drinkapreshours.com/
• Instagram: https://www.instagram.com/drinkapreshours/
• Facebook: https://www.facebook.com/drinkapreshours
• Linkedin: https://www.linkedin.com/company/apr%C3%A8s-hours/
• Youtube: https://www.youtube.com/@drinkapreshours
• TikTok: https://www.tiktok.com/@drinkapreshours

Image Credits
Photo Creds: Brooke + Ryan Sagote David McKenzie