In a tale reminiscent of the underdog business that triumphs, Canada’s inaugural non-alcoholic winery secured a substantial $1 million investment on the renowned television show Dragons’ Den in January. The brainchild behind ONES is Tyler Harlton, hailing from Pense, Sask., and Chris Pagliocchini, an Agriculture Canada scientist. Harlton, with a background entrenched in the agriculture sector, grew up amidst Prairie farms. Situated in Summerland, B.C., ONES has successfully crafted wines that mimic the taste and texture expected from traditional alcoholic varieties, containing a mere 0.5% alcohol and zero sugar.
Since its inception in 2022, ONES has transitioned from being available in select boutique stores to gracing the shelves of nearly 600 stores nationwide. Harlton expressed to CBC Saskatchewan his elation at the pivotal role Dragons’ Den played in validating the tireless efforts put in by him and Pagliocchini over the past four years. The Dragons were pleasantly surprised by ONES’s rapid growth and revenue generation, especially learning that the founders were not only able to pay themselves and their team but also allocate profits towards marketing endeavors.
While acknowledging the challenges ahead to propel the business further, the Dragons commended ONES’s progress. Longtime Dragon Arlene Dickinson imparted valuable advice to the ONES team, emphasizing the importance of leveraging their Canadian identity in the burgeoning market for locally made products. This advice led to the addition of a Canadian maple leaf on their merlot bottles, signaling more forthcoming changes.
Beyond expanding its market reach and advancing the science of alcohol-free wines, ONES’s success holds deeper significance for its owners. It signifies a shift in societal attitudes towards non-alcoholic beverages, providing individuals who abstain from or cannot consume alcohol with a quality alternative. The stigma associated with choosing non-alcoholic options is gradually dissipating, offering a more inclusive drinking experience for all. The success of ONES on Dragons’ Den serves as a beacon of hope for individuals like Katherine Herback, who seeks non-alcoholic alternatives due to health reasons, signaling a positive trend in the growing non-alcoholic beverage industry.
In a climactic moment on Dragons’ Den, beverage industry leader Manjit Minhas extended a generous $1 million investment offer to ONES in exchange for a 15% equity stake, marking a significant milestone for Harlton and Pagliocchini. Cheers to their success!