In a tale reminiscent of the underdog, Canada’s premier non-alcoholic winery struck a lucrative $1 million investment agreement on the popular TV show Dragons’ Den in January. The brainchild of Tyler Harlton from Pense, Sask., and Chris Pagliocchini, a scientist at Agriculture Canada, ONES has its roots in Summerland, B.C.
Their stint on Dragons’ Den proved pivotal for ONES, enabling them to craft wines that mimic the taste and texture of traditional alcoholic varieties. With a minuscule 0.5 percent alcohol content and no sugar, ONES’s products have rapidly expanded from niche outlets to gracing the shelves of nearly 600 stores nationwide since their debut in 2022.
Harlton expressed to CBC Saskatchewan the significance of their Dragons’ Den experience, noting the validation it provided after years of dedicated effort. The Dragons were impressed by ONES’s rapid growth and revenue generation, particularly the team’s commitment to reinvesting profits into marketing after covering operational expenses.
Long-standing Dragon Arlene Dickinson’s advice to emphasize their Canadian roots resonated with Harlton, leading to the incorporation of the Canadian maple leaf on ONES’s merlot bottles. This move aligns with the current trend favoring locally made products in the market.
Beyond business success, ONES’s journey holds personal significance for its founders, symbolizing a break from the stigma associated with non-alcoholic beverages. The positive reception of their non-alcoholic wine signifies a shift in societal attitudes towards abstaining from alcohol consumption due to health or personal reasons.
A standout moment on Dragons’ Den saw beverage industry leader Manjit Minhas extend a $1 million investment offer to ONES in exchange for a 15 percent stake, marking a significant milestone for Harlton and Pagliocchini as they raise their glasses to future success.
