We're just 17 days away from this year’s Nightclub & Bar Show at the Las Vegas Convention Center. Of course, we’ll have our crowd-favorites, like the buzzing Food & Beverage Innovation Center, our incredible Conference program, exclusive Platinum Parties and the dynamic Expo floor, but attendees can also look forward to new areas on the show floor, a few surprises, and some celebrity guests, including Jenny McCarthy.
The activist, entrepreneur, actress, model and television host is officially opening up Nightclub & Bar Show at our ribbon-cutting ceremony, and she'll also be at the show promoting her line of ready to drink (RTD) cocktails, Blondies.
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They say necessity is the mother of invention – and that was certainly the case for McCarthy. Allergic to 'the world', as she says - it was hard for McCarthy to find a drink she could actually enjoy. So, she made her own by mixing Emergen-C (an immune-boosting, Vitamin C-rich supplement) with water, a hint of Stevia and gluten-free vodka. The result was delicious with just a few calories, no sugar and tons of electrolytes – which meant less hangovers. It caught on, and she found herself mixing it up for her friends and even husband, Donnie Wahlberg.
Five years later, she launched Blondies. The RTD line is made with real fruit juice, award-winning gluten-free vodka and contains no artificial flavors or dyes, making it something of a unicorn on the market.
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McCarthy partnered with Mid-Oak Distillery in Illinois, because they understood what she wanted. Instead of scoffing at her requests, they worked with them. Mid-Oak Distillery even found creative solutions to major problems, like the fact that electrolytes are illegal to add to spirits-based drinks. Eventually, Mid-Oak Distillery devised a way to get all of the hydrating elements of coconut water into Blondies, without any of the coconut taste. For McCarthy, it was perfect: 90 perfectly drinkable calories with no sugar or carbs.
The brand has grown quickly. They now have ten products available in still, sparkling, bottles, cans and pouches – and more are coming. Bar & Restaurant caught up with McCarthy ahead of Nightclub & Bar Show to talk all things Blondies and entrepreneurship. Make sure to stop by the Blondies booth at Nightclub & Bar Show to taste the product for yourself.
I think a lot of people would have assumed you outsourced the whole project to someone else, but you were really involved in the development. What advice do you have for people looking to get into the RTD space?
It’s smart to start small, because you learn. And we learned a lot. I wouldn’t change a thing. Start small, so you are able to pivot as much as possible in the process. It allows so much more freedom into the creative process and doesn’t break the bank. I would get on the phone, drive to distribution companies and stand up and talk in front of all these workers. It’s not just my name, it’s a passion. I’ve been my own boots on the ground to keep it going.
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It took 2 years to get your first flavors into production, what was going on behind the scenes at the time?
I wouldn’t say I drove them crazy, but I dug my heels in and really challenged the distillery. I didn’t want any shortcuts. We went through some batches that were too much of this, too little of that, and then we finally found it. I wanted to be able to say, ‘I can drink nothing else, now.” And now, I can!
You’ve done so much – acting, modeling, radio, author – but to go into this industry is a big leap. What was the learning curve like?
It’s such a different industry. In terms of dealing with a male-dominated business, my background helped me not to be meek or shy. The years of experience I’ve had made me strong going into a lot of these meetings. I’ve learned a lot about the red tape and how hard it is to get the fire lit on distributors, a lot of times they’ll go to the bigger brands – so you have to go in and sell your passion so your products gets into the stores. They’re not going to do it because you’re famous and it doesn’t matter if you have a name or not. You need to have a great product and the balls to do it.
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What lessons have you learned throughout this process of launching and building your own company?
It taught me that you just can’t settle. Don’t settle in anything – life, relationships, in your creations – keep pushing for the best.
What’s next for Blondies?
I’m working my tail off trying to get it on-premise and available to as many people as possible. It’s hard to hear from people that they can’t get it. It makes me want to get in my car and drop it off right at their houses!
We’re so excited to have you open Nightclub & Bar Show this year, how are you feeling about?
I’m so honored, this is huge. I’m really grateful and excited!
Meet Jenny McCarthy at this year’s Nightclub & Bar Show, June 28-30 at the Las Vegas Convention Center. To find more information or order your own Blondies, check out www.blondiescocktails.com.
Keep checking barandrestaurant.com and NCBshow.com for show updates and all the latest news. We’re looking forward to seeing you in Las Vegas and getting back to business! Get your tickets to Nightclub & Bar Show now!
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