Rewriting the Rules: The Founder Bringing Wellness to Alcohol

“Why am I constantly choosing the harder option?” says Bridget Connelly, Founder and CEO of Luna Bay Booch. What started as a vision in a pitch deck has now grown into a thriving brand reshaping the alcohol and wellness beverage space. From navigating the male-dominated industry to redefining how consumers think about hard kombucha, Bridget shares her journey of resilience, intuition, and community-driven growth.

Looking back at your childhood and early years, were there any moments or influences that shaped your path as a founder?

“I’ve always had a very creative imagination,” Bridget shares. Growing up, her parents encouraged her and her brothers to explore the outdoors, encouraging an independent and adventurous spirit. “They’d just tell us, ‘Go outside and figure it out,’” she recalls. This sense of freedom led to a natural inclination toward creating, dreaming, and embracing big ideas. Her three brothers played a pivotal role in shaping her resilience. “They were tough on me, but they made me strong,” she says. This foundation proved invaluable when entering the competitive alcohol industry, where she now works in a space dominated by men.

What was the “aha” moment that led to the creation of Luna Bay Booch?

Bridget’s journey wasn’t linear. “I always felt like I took the harder path,” she says, reflecting on her years of moving, exploring different industries, and searching for something that truly resonated. With a background at Lululemon and a lifelong love for bringing people together, she sought a way to merge her passions for wellness and social connection. When she discovered that less than 5% of beer brands were run by women, it clicked. “I wanted to create a product that represented feminine energy—something health-conscious but still part of celebrations.” Luna Bay Booch was born from this vision, symbolizing the balance between wellness and social rituals.

The alcohol and wellness beverage space is competitive. What were some of the biggest hurdles in getting Luna Bay Booch off the ground?

Bringing hard kombucha to scale was an immense challenge. “We knew how to make it in our kitchen, but taking it to a commercial level was an entirely different beast,” she explains. From perfecting the fermentation process to maintaining consistent flavor at scale, the team spent over a year in R&D. Fundraising was another major hurdle, as the alcohol industry operates under different models than traditional venture capital. “We had to educate investors, distributors, and consumers because this category didn’t exist before.” Another challenge she mentioned was navigating the outdated U.S. alcohol distribution system, which often favors legacy brands over innovative newcomers. “One day, I’ll have a documentary about it,” she jokes.

What’s one thing people consistently get wrong about the hard kombucha space?

“The biggest misconception is the flavor,” Bridget says. Many people assume hard kombucha is overly sour or acidic, or they associate it with a niche wellness crowd. “There’s a stigma that it’s just for people who do yoga or sorority girls,” she laughs. But Luna Bay Booch is designed to be approachable to everyone. “We use a champagne yeast, and our flavors are crafted to be crisp and refreshing—almost like a spritz.” Educating consumers about what kombucha actually is, and breaking past misconceptions, has been a key focus for the brand.

How are you thinking about expansion? New product lines, markets, or partnerships on the horizon?

Early on, the pressure was to “expand, expand, expand,” but Bridget has since shifted focus. “Instead of chasing massive expansion, we’re going deeper in the markets we’re already in,” she explains. The brand recently secured partnerships with One Hotels and Lifetime Fitness, reinforcing its presence in premium wellness spaces. “We’re prioritizing authentic community and strong relationships over rapid growth.” This approach helps Luna Bay Booch maintain its integrity while reaching the right consumers.

If you could go back to day one of starting Luna Bay Booch, what’s one thing you would do differently?

“Trust my intuition,” Bridget states firmly. In the early days, she often felt pressured to follow traditional growth strategies, but in hindsight, slowing down and being intentional would have been more aligned with the brand’s values. “I wish I had focused less on what others said we should do and more on what felt right for us.”

What’s a piece of advice you’d give to someone looking to start a CPG (consumer packaged goods) brand today?

“Find the right mentors and advisors, but don’t assume any one person has all the answers,” she advises. Building authentic relationships and trusting yourself is crucial. “In the beginning, I felt so alone, like I had to suffer in silence. But once I found people I could confide in, everything changed.” Her biggest lesson? Surround yourself with the right people, but always listen to your own instincts.

What’s something that keeps you up at night as a founder?

“Everything,” Bridget laughs. But over time, she’s learned to detach from the pressures of constant success. “I’ve had to remind myself that at the end of the day, what matters is my health, my family, and the people around me.” While she still focuses on ensuring payroll is met and investors see returns, she’s shifted her perspective. “If Luna Bay didn’t go the way I thought, I’d still be proud. The journey itself is a success to me.”

What impact do you hope Luna Bay Booch leaves in the industry?

Bridget wants to pave the way for more women in the alcohol space. “The system isn’t designed for women or small brands—it favors big players with massive budgets,” she explains. Her goal is to help future female founders navigate the complexities of alcohol distribution while staying true to their values. “I refuse to cut corners for the sake of margins. We’re here to build a movement around cleaner alcohol, not just another brand.”

What is your favorite source of inspiration that you go back to time and time again as a founder?

For Bridget, music is a constant source of energy and creativity. “Live concerts, dancing in my kitchen, singing—music takes me out of my head and into the moment,” she shares. She also finds deep connection in her friendships, often exchanging voice memos with friends across time zones. “We just started ‘Waffle Wednesdays,’ where we send one-minute voice notes updating each other on life. It’s small, but it keeps us connected.”

Through resilience, authenticity, and a commitment to community, Bridget Connelly is redefining what it means to build a brand in the alcohol and wellness space. Luna Bay Booch isn’t just a beverage—it’s a statement about how we celebrate, connect, and support one another in the modern world.