Fresquita and The Shed, the perfect match for a cosmopolitan after-work party

Beatrice García of Fresquita: "People want to consume brands that align with their values".

If you have been to some of our afterworks for digital nomads, you probably already know Fresquita. It's a premium brand of hard seltzer that combines sparkling water, 5% vodka and natural fruit extract. All without gluten and unnecessary ingredients and chemicals, making it a healthy alternative to beer and wine. It is also available in three flavors: lime, raspberry and pineapple. Thanks to its freshness and versatility, we can say that it is the perfect drink for the most adventurous and international coworkers.

• Hard seltzer is still a little known drink in Spain, how did the idea of launching a brand of this product in our country come up?

Before moving to Madrid, my co-founder Alex and I lived in Amsterdam. There we liked to drink hard seltzers. We are both very fond of running and, when we arrived here, we decided to take the leap. We launched our own brand because we couldn't find hard seltzers in Spain.

Fresquita in collaboration with The Shed Coworking

• How did you find out about The Shed? 

We are a brand founded by two international entrepreneurs and we wanted to find a space where people from other countries, similar to us, could meet. We had seen that many interesting coworking spaces were emerging in Madrid and, while searching on Instagram for a place with a cosmopolitan profile, we found The Shed. It seemed like the perfect place.

• Your brand has sponsored some coworking events to make itself known, how did this collaboration come about? 

Since September last year, we have been attending monthly Digital Nomad Networking events where people can buy beer and wine, so we thought our brand was a good fit as well. Digital Nomads are international and open-minded people. Since the beverage category Fresquita belongs to, hard seltzers, is so new in Madrid, we decided it was the ideal audience to present our product to.

At events, we usually offer free samples of our three flavors during networking sessions. Attendees who get a taste for them and want to continue drinking Fresquitas can purchase them at the bar.

• What strategy do you follow in our meetings to reach the public and make yourselves known?

More than anything, it's about having quality interactions with the people we talk to. People are more health-conscious than ever and, as a result, they are looking for a healthier alcoholic alternative to the classic options.

We focus on solving several problems with a delicious, gluten-free, alcoholic, yet low-calorie drink with no artificial ingredients. A lot of our conversations revolve around that: understanding what people are looking for when they have a drink. 

What Fresquita advises us

• What advice would you give to companies that want to be successful with marketing actions in a coworking environment? 

Try to talk to as many people attending the event as possible. People want to consume brands that align with their personal values, so face-to-face conversations are critical to understanding what they really value.

After these talks, you will be able to integrate the feedback you receive into your marketing strategy. It is invaluable information. It will help you scale your business faster and better align with what your customer really wants, not what you assume they are looking for.

• When it comes to recruiting talent, how was the process of hiring your Communications Manager, whom you met at The Shed?

Alex and I are pure marketers. I am more focused on design and event management and Alex on sales. We have both learned that the key to running a successful business is to focus on our strengths. Marketing was not our strong point, so we decided to find someone specialized to free up our time to focus on what we do best.

We posted an ad on our networks looking for someone and, as we had met many professionals in this specialty at The Shed, we sent them the ad to apply for the position. Flor, our social media manager, was one of the coworking candidates. Her warmth and enthusiasm for the world of sports and hard seltzers won us over.

• What would you say to other companies and professionals to encourage them to sign up for our events and get the most out of them?  

If you are looking for an open, friendly and international community like you, you will find it at The Shed. No matter what industry you belong to, everyone is equally welcome. It's a great opportunity to meet like-minded people, make friends and find new clients- you won't regret it!

Do you want to know more about Fresquita? Don't hesitate, follow them on Instagram(@drinkfresquita) and you'll be up to date with all their news.

And if you want to try this refreshing drink at our coworking bar, in the company of the most vibrant community in the center of Madrid, find out more on our website and our profile on Instagram. In them, we will be telling you about all the events we are preparing. We are sure that Fresquita will be present in some of them, we are waiting for you!