The Perfect Proxy: Interview with Co-Founder & President of Proxies, Charlie Friedmann
If you are like me, you have seen Proxies all over social media. I was curious about the non-alcoholic wine brand and what set it apart from other wine alternatives on the market. Here is an interview with Co-Founder & President of Proxies, Charlie Friedmann to learn more.
What's in a name?
Proxies don’t taste exactly like any specific wine but are designed to look, feel, and drink like wine. Each varietal is crafted from the start with flavor and the ability to pair with food in mind. They’re designed to be an effective proxy for all of the qualities we love about wine, not a pale imitation, which inspired the name.
What prompted you to start Proxies? What's your background?
To be honest, we just weren’t satisfied with the non-alcoholic wine options that were available a few years ago, so we set out to make our own. I’m a former wine writer, my co-founder Devin is a trained winemaker with experience across the globe, and others on our team are trained sommeliers so we don’t come at this lightly. Dealcoholized wines were not doing it for us, as they lacked body, complexity and aromatics, making them a poor pairing with food. We wanted to push the boundaries with flavors and ingredients, so we kept refining recipes to create a beverage that mirrors all the key characteristics we love about wine– tannin, acidity, body, spice, and depth of flavor. As the popularity of low- and non-alcoholic beverages continued to grow, we saw an opportunity to fill a gap in the marketplace with a wine alternative that we actually wanted to drink and pair with meals on the days and nights we weren't drinking. After months of trial and experimentation, Proxies debuted in January 2020.My professional background is diverse. Growing up, I was immersed in the food industry as our family owned a chicken processing business and I always wanted to get back to food. That said, after college I went to law school in New York and then practiced corporate law for three years. When I couldn’t take it anymore, I quit and worked as a restaurant consultant in New York City where I helped open restaurants and even designed a couple wine lists. After moving back to Canada, I dabbled in a few food and beverage start-ups before co-founding a direct to consumer men’s athletic apparel brand. But in 2017 food called to me again and I began freelance writing for various publications, focusing on areas I had a personal interest in and passion for—food, beverage, and travel. Through my writing career, I became more interested in food and beverage, particularly wine, and became enmeshed in the community. I originally joined Acid League as one of the first employees to lead all copywriting and content creation, and when we started to develop Proxies I immediately took a leadership role, helping to craft both the brand and product. When the popularity of Proxies took off after the launch, I was tapped to lead the project within Acid League. This year, Proxies separated from Acid League to become an independent brand and I transitioned to the role of President.
Why do you think the Food and Beverage industry is ready for Proxies?
Our goal is to broaden the scope of the typical non-alcoholic wine drinker. Proxies aren’t just for people who are pregnant or sober. They’re not a last resort for non-drinkers. Proxies are just great, interesting drinks for any occasion—whether you’re cutting back, sober, don’t drink on weekdays, or even want to mix them into a night of food and wine. We’re creating something new, not something meant to compete with wine. Proxies are geared towards people who are interested in exploring new flavors, the sober-curious community and anyone seeking a special beverage, without the alcohol, any night of the week.When we first launched two years ago, we received an overwhelmingly positive response. It was evident that people were seeking a new, unique, and credible addition to the non-alcoholic wine space. To date, we have created over 60 different varieties in a category where others have at most made a few. This level of experimentation gives us a distinct advantage in understanding which flavors resonate best with our customers, and how we can continue to refine our blends to meet their needs. With our new core line, launched in November 2022, we incorporated all of the valuable feedback from customers to create an ideal introduction to Proxies. The response thus far has been great and we expect this momentum to continue to increase as more and more people look for alcohol alternatives. Since launching, we’ve expanded the Proxies’ footprint to some of the top restaurants and most respected wine shops in North America, which is unheard of for non-alcoholic wines. We’ve also partnered with several major figures in the food and wine space to create limited editions, including: James Beard Award-winning Chef Sean Brock, James Beard Award-winning sommelier, Miguel de Leon, sommelier, restaurateur, and winemaker, André Hueston Mack and Michelin-Starred chef and restaurateur, Dominique Crenn.
What collaborations do we have to look forward to?
Pétanque is the latest collaboration release, blended in partnership with renowned Michelin-Starred chef and restaurateur Dominique Crenn. In crafting Pétanque, Crenn set out to create something for anyone at the table, while capturing the culture and diversity of her new home in Northern California. The Riesling, verjus and yuzu backbone of this blend pairs well with seafood- and vegetable-forward menus, much like the dishes served at Dominique's restaurant, Atelier Crenn. Pétanque is currently available via the Proxies Club through March 2023.Proxies X Parachute is the next collaboration we have slated and our first to be crafted in partnership with a couple–Beverly Kim & Johnny Clark, the acclaimed chefs and restaurant owners of Chicago’s Michelin-starred Parachute and Wherewithall. Their collab blend, Amuse, is also our first sparkling collab—a balanced and layered blend of subtle flavors, the perfect pairing to Korean cuisine. The palate and nose have a base of Omija-cha and Hoji-cha tea, while jade green tea supports the body and mosaic hops bring out tropical fruit notes and natural wine-like qualities. Ideal for spring sipping, Amuse features Riesling, Asian pear and red miso, giving it a deep rosé color and plenty of texture. Amuse drops on April 1, 2023, and will be available via the Proxies Club and at select restaurants and retailers across North America. A percentage of each sale of Amuse will go to The Abundance Setting, an organization founded by chefs Beverly and Johnny to support women and mothers in hospitality
.Where can one purchase Proxies?
Proxies is available Direct-to-Consumer throughout the United States and Canada on drinkproxies.com, where consumers can order from a selection of our blends or sign up for a Club membership, which includes six bottles every three months. Additionally, Proxies can be found in select wine shops, restaurants and specialty retailers across North America.
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