FOY

Startup finalists
FOY
Bentonville

Founder/CEO: Caroline Stelte
Year founded: 2023
Line of work: Retail sales of dealcoholized wine, a subset within the non-alcoholic category
Website: drinkfoy.co

In February 2023, FOY Dealcoholized Wine (d/b/a FOY) came onto the scene, and from day one, founder and CEO Caroline Stelte, an entrepreneur, photographer and podcaster, has worked relentlessly to redefine the drinking experience.

“FOY isn’t just a beverage; it’s a lifestyle choice that caters to everyone,” she said. “Whether you’re sober, sober-curious or simply seeking a healthier balance in your life, we believe in the power of moderation and the joy of savoring life’s moments without compromising taste or enjoyment.”

Crafted by Drew Damskey, a California winemaker and Stelte’s business partner, FOY wine embodied the essence of traditional winemaking. It utilizes only the finest California grapes aged in 100% French oak barrels, infused with a labor of love but without alcohol.

From the onset, FOY aimed to revolutionize the industry with its products by inviting the community into its creative process through social media. The transparency showcased the dedication and passion poured into every bottle.

Despite initial skepticism about non-alcoholic wine, FOY shattered expectations with its taste, crafted by Damskey, a third-generation winemaker, who embraced Stelte’s goal of creating the most authentic wine-like taste with the cleanest ingredients and lowest calories. With just 15 calories per serving and one gram of sugar, FOY challenged the misconception that non-alcoholic wine was merely glorified grape juice.

The response was overwhelming. FOY was officially bottled on Dec. 1, 2023, and sold approximately 25% of its initial inventory within the first month, signaling strong demand and market traction. In addition to expanding FOY’s product offerings and distribution channels, Stelte wants to deepen the company’s impact through partnerships, initiatives and advocacy efforts.

But Stelte doesn’t just measure impact by numbers.

“Ultimately, we see FOY not just as a beverage company but as a catalyst for cultural transformation,” Stelte said. “One that encourages people to live more consciously and mindfully. With dedication, innovation and the support of our incredible community, we’re confident that FOY will continue to thrive and make a lasting impact for years to come.”

Stelte said Northwest Arkansas’ entrepreneurial ecosystem played a pivotal role in FOY’s growth, providing networking, collaboration and exposure opportunities.

Looking ahead, because FOY is still in its infancy, Stelte said she is eager to contribute to Northwest Arkansas through various philanthropic endeavors. The company has supported fundraisers hosted by the Children’s Safety Center of Washington County. Stelte envisions partnering with other nonprofits, sponsoring community events or launching her own charitable initiatives.

“Ultimately, these initiatives are essential to FOY because they embody our core belief in the power of compassion, empathy, and collective action to drive positive change,” Stelte said.