A sea of seltzer

We’re parents. Middle-aged, overworked, and fond of that moment at the end of the day when you pour something into a proper glass and feel the gears change.

The trouble was the pouring. We were getting through three or four bottles of wine a week‚ perfectly normal across our friend group, which was rather the problem. So, we went looking for alternatives and found two camps: glorified fruit juice, or something that tasted like it had been prescribed. And behind both, America drowning in a sea of seltzer.

So we set out to do two things, to the best of our ability:

Make a genuinely fantastic adult drink. Complex, layered, worth sipping slowly.

& 

Give people like us a better way to take the edge off. The transition from, morning to afternoon, day to evening. Evening to bed. 

That’s it. That’s the whole mission. You’ll notice it doesn’t mention your wellness journey. You don’t need one. You need a good drink; made with ingredients you trust. 

Never sacrifice taste

For the best part of a year, we became fixated on what makes an alcoholic drink “feel” like an alcoholic drink. The bite. The viscosity. The flavor that arrives in chapters instead of all at once. Anything to break the seltzer convention and make a drink people would enjoy tasting.

This led us to some strange places. Distilling equipment. Copper contraptions of dubious provenance. A period we now refer to as the Apple Cider Vinegar Experiments, about which the less said the better.

Stubbornness got us surprisingly far. Then came the honest realization: we needed people who knew what they were doing. So we brought in the Culinary Institute of America, who took our kitchen-table fixation and gave it craft ‚ building each Fable to do what a good drink should: open, develop, and finish. In that order.

Taste first, the award-winning kind. Every Fable is made with real fruit juice. No artificial flavors. No artificial colors. No artificial sweeteners or syrups. Nothing you’d need a chemistry degree to pronounce or a lawyer to explain.

Then two quiet workhorses: magnesium and L-theanine. They help you take the edge off, and that’s their entire job description.

No wellness sermon. No prescribed “moments of mindfulness.” We’d never tell you when or how to drink a Fable. That would be terribly rude.

The transitions

Every day is a series of handovers: wake-up to work, work to home, home to bed. Coffee has always handled the opening shift. Alcohol traditionally closed. We built Fable for the handovers in between, and especially the last ones of the day. 

The dog walk. The hot tub. The party where you’d quite like to protect tomorrow morning. And our favorite: the can you crack at 5:47pm on a Tuesday for no occasion whatsoever. We call it the non-occasion, and we take it very seriously.

Drink Fable with a little intention. Chilled like a beer. In a nice glass with a garnish, or straight from the can. It was built to be sipped like wine, not slammed like a seltzer, give the fruit and spice the chance to show their work and please, let us know what you think. We always strive to do better.

Thanks for supporting this small family business.

Pour the story.

The Kennedy Family