In a tale reminiscent of a small business overcoming the odds, Canada’s inaugural non-alcoholic winery secured a $1 million investment on the popular television program Dragons’ Den in January. ONES, the brainchild of Tyler Harlton from Pense, Sask., and Chris Pagliocchini, a scientist at Agriculture Canada, has its roots in Summerland, B.C. Harlton, with a background entrenched in the agriculture sector, grew up surrounded by the vast expanse of Prairie farms.
The proprietors of ONES attribute a significant portion of their triumph in crafting wines that mirror the taste and texture of traditional alcoholic wines to their experience on Dragons’ Den. Their line of beverages boasts a mere 0.5 percent alcohol content and zero sugar. Since their launch in 2022, ONES wines have transitioned from niche boutique outlets to gracing the shelves of nearly 600 stores across Canada.
Tyler Harlton expressed to CBC Saskatchewan the pivotal role that appearing on Dragons’ Den played in validating their efforts spanning almost four years. He articulated, “They acknowledged that it’s a strong business with inherent value and substantial potential.” Witnessing the evolution of their enterprise from humble beginnings of crafting batches in their kitchen to now seeking resources, funding, and expertise, has been immensely gratifying for the duo.
The Dragons were taken aback by ONES’ consistent growth and revenue within a short timeframe, especially upon learning that Harlton and Pagliocchini could allocate profits towards marketing after compensating themselves and their communications coordinator. While acknowledging the challenges ahead in propelling the business to greater heights, all Dragons commended the owners. Harlton singled out Arlene Dickinson, a seasoned Dragon, businesswoman, and investor, for her particularly insightful feedback.
Arlene advised the ONES team to leverage their Canadian roots and emphasize their identity as a Canadian non-alcoholic brand, aligning with the current surge in demand for locally-made products. Consequently, ONES has incorporated a Canadian maple leaf on their merlot bottles with further modifications in progress.
Beyond expanding their market reach and advancing the science behind alcohol-free wines, the success of ONES holds deeper significance for its owners. Harlton emphasized the importance of offering quality wine to individuals who opt not to consume alcohol, thereby mitigating social pressures and stigmas associated with abstaining from alcoholic beverages.
Katherine Herback, a resident of Regina diagnosed with non-alcoholic fatty liver disease, highlighted the challenges of navigating social situations where abstaining from alcohol often raises unwarranted queries. She underscored the growing demand for non-alcoholic options among individuals like her, signaling a shift towards inclusivity in the beverage industry.
The pivotal moment on Dragons’ Den culminated in beverage industry leader Manjit Minhas extending a $1 million investment offer to the ONES winemakers in exchange for a 15 percent equity stake, marking a significant milestone in their journey. Harlton and Pagliocchini now raise a toast to their promising future ahead.