511: Monica Cornitcher’s Journey From Personal Loss to Non-Alcoholic Cocktail Success

Monica Cornitcher, co-founder and CEO of Madassi Cocktails, shares her powerful journey from personal loss to building a successful zero-proof cocktail brand. The business was born during pandemic Zoom calls with her best friend and co-founder, Inga Dyer, who was battling breast cancer. Neither drank alcohol, but both craved the celebratory experience of a real cocktail. When they couldn’t find a satisfying non-alcoholic option, they created Madassi—a premium, authentic-tasting, zero-proof cocktail brand. After Inga’s passing in 2024, Monica carried forward their shared vision with resilience, guided by a detailed five-year business plan, strategic funding, and a deep commitment to their brand’s purpose. Madassi has since gained traction through direct-to-consumer sales, Amazon, and high-profile events like the Grammys and Peloton events, with strong early sales and growing visibility. Monica emphasizes the importance of planning, authenticity, and emotional readiness in entrepreneurship, especially for Black women navigating systemic barriers. She remains focused on expanding into retail while honoring her co-founder’s legacy through 'Madassi Moments'—a tribute to shared memories and connection. Key takeaways include: 1) Build a detailed business plan before launching to guide decisions and avoid financial pitfalls; 2) Prioritize authentic taste and real ingredients over cheap shortcuts to stand out in a crowded market; 3) Use events and real-world tastings to build brand awareness and drive direct sales; 4) Protect your emotional and spiritual well-being—especially after loss—before committing fully to a venture; 5) Be intentional about your brand’s story and inclusivity to create deeper consumer connection; 6) Leverage tools like Airtable for operational efficiency; 7) Don’t wait for permission—actively seek out opportunities and knock on doors, especially as a Black founder; 8) Go slow before going fast to ensure financial, emotional, and spiritual readiness for entrepreneurship.