There are some use cases for AVEC that we just didn't think about. As we are not parents ourselves, it was hard to see that AVEC would be a genius solution for moms.
No matter the stage, pre partum, pregnant, nursing, mature mom, or whatever kind of moming, AVEC offers a new way for Mom to mix with full flavored, low-sugar cocktail mixers (or the perfect mocktail on its own). So, to give them a moment of reprieve before their “second shift” kicks off, we partnered with three of mom-founded brands (21Seeds, Ritual, The Giftwell Neighborhood) to create cocktails and conversation.
The idea for "Mama Needs a Break" started because moms were telling us how much they loved AVEC! One of the things that was clear to us that moms at different stages of motherhoods were being put through it, in an often comical way. Examples people shared: the moment you need a drink because there are crayons all over your freshly painted walls, a child screaming into your important Zoom, or teenage kids grumbling as if their teenage tantrums are just as wild as the terrible twos. Yet, not to get too heavy, in 2020, nearly 900k women left the workforce, 9.3M reported burnout and motherhood is said to be the equivalent of working 2.5 jobs.
The need for a break is very real. We decided to get a few moms together for Cocktail and Conversation. In a panel moderated by Rebecca Gruber from PopSugar Family, this talk (venting session) covered the idea of "Shift Change," that hour after working all day / before dinner + bedtime with the kids, as moms are rarely given credit for this second shift. Panelists included Kat Hantas, Co-Founder & CEO, 21Seeds Tequila, GG Sakey, Co-Founder Ritual Zero Proof (Tequila, Whiskey + Gin alternative), Annie McGillicuddy, Founder The Giftwell Neighborhood and Jenna Stark, Director of Partnerships and Strategy for Katie Couric Media
You can watch the full recap below. And, while you watch, we highly recommend you make some of our favorite cocktail recipes. Cheers to all the mamas out there!