DrinkTheEarth.com Blog

Lisa Averbuch of organic spirits maker LOFT Liqueurs was recently featured on CNBC’s The Big Idea with Donny Deutsch.  The founder of the Emeryville, California company was part of a segment entitled ‘Million Dollar Ideas’, in which three entrepreneurs had thirty seconds to pitch their idea to a panel of experts on Deutsch’s show.

Competing against the inventor of something called the Rah Bra, and a children’s furniture company, Cartoon Furniture, Lisa made her case for why America is ready to seek out eco-elixirs.  Reaction to her pitch was mixed, with two of the three panelists dismissing the value of organics to the average bar patron.  However, a third panelist did reference the successes that biodynamic and organic wines have had, and suggested that it was time for organic liqueurs to have their day as well.

Definitely worth a watch (note: LOFT’s pitch starts at about the 3:00 mark), although in the end, the panelists chose whimsical children’s furniture over organic liqueurs as a better financial bet.  That’s OK, Lisa.  Even if part of Madison Avenue isn’t quite ready for organic liqueurs, we’re still with you.