In this fireside chat, Rachel Allison (founder of creative agency Axe & Saw) speaks with her client, Imme Ermgassen, co-founder of the non-alcoholic drinks brand Bovito. Together, they unpack how Imme has shaken up the drinks industry with a brand built not on moderation, but on pleasure and inclusivity. Unlike most non-alcoholic options focused on sobriety or wellness, Bovito champions flavour, craft, and culture - designed to be enjoyed with or without alcohol.
Imme shares her journey from brand agency veteran to drinks entrepreneur, revealing how Bovito grew from niche to cult favourite - now found in top restaurants, Whole Foods, and even outselling alcohol in some spaces. She talks about challenging outdated norms in the drinks sector, especially as a female founder navigating a still male-dominated industry. The conversation also explores how Bovito earned the trust of bartenders, became a bartender favourite without paying costly listing fees, and used smart partnerships (like Ottolenghi and chef-focused merch) to build authentic cultural relevance on a tight budget.
Rachel praised the brand for its ability to bring a powerful creative vision to life in a way that feels both inclusive and culturally relevant. She noted how it has become a unifying presence in communities like East London, where drinking habits are evolving, and commended its ability to show up in unexpected, engaging ways. For Rachel, the brand stands out as a compelling example of how thoughtful storytelling and imaginative execution can connect with new audiences, all without relying on big budgets or conventional marketing tactics.
From branded yellow socks to a real-life, fully functioning piano bar, Bovito brings its brand world to life through unexpected, joy-filled touchpoints. With a bold identity rooted in British diversity, playfulness, and creative expression, Imme positions Bovito not just as a drink, but as a scene-setter for modern social occasions - a brand reflecting where British culture is headed, not where it's been.
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