When Kristen Fechtel began rethinking her relationship with alcohol in her early 30s, she realized there was a gap in the market: no non-alcoholic beverage offered functional benefits while still fitting seamlessly into social settings. That realization sparked the idea for Spacers, a beverage designed to help people pace their drinking, stay hydrated, and feel their best in moments that matter most — from weddings and concerts to intimate dinner parties.
This interview is part of Exeleon Magazine’s Emerging Women Entrepreneurs Series, where we spotlight the unique journeys, challenges, and triumphs of women who are building innovative brands. Kristen’s story is one of curiosity, resilience, and a determination to reimagine how we drink — without compromising social connection or wellbeing.
Kristen, what inspired you to launch Spacers, and how did your personal or professional experiences shape the brand’s vision?
Kristen Fechtel: In my early 30s, I began to reconsider my relationship with alcohol as I looked to optimize my health for fertility reasons. As I reduced my drinking, I realized there was a gap in the market: no non-alcoholic beverages offered functional benefits to proactively prevent a hangover while still fitting seamlessly into social settings.
I wanted something that could help people slow down their consumption without feeling left out. I kept thinking of moments like parties, weddings, concerts, and dinner parties, where the drinks start flowing and a “spacer” becomes necessary. That’s what inspired me to create Spacers — a product that fills that gap and helps consumers feel their best while socializing.
From formulation to go-to-market, what were some of the biggest unknowns you had to figure out as a first-time founder in the beverage space?
Kristen Fechtel: The most challenging part was finding a reliable co-manufacturer and determining the optimal first production run size. I was advised early on to start small, because once your product is in the market and you get real consumer feedback, there will always be tweaks you want to make.
The non-alcoholic and functional beverage sector has seen rapid growth recently. How did you approach building a product that stands out both in taste and purpose?
Kristen Fechtel: I’m excited about the growth in the non-alcoholic and functional beverage space — more people are cutting back, but 94% of NA buyers still drink alcohol (Nielsen). That tells me most consumers aren’t going fully sober; they just want to feel better and have an option that fits in socially.
Spacers was built for that “zebra striping” trend — alternating between alcoholic and non-alcoholic drinks. It’s hydrating, has prebiotic fiber and vitamin B, and helps people keep up without the hangover.
For founders entering the world of physical products, what advice would you give about managing manufacturing, logistics, or partnerships early on?
Kristen Fechtel: Stay on top of people and hold them accountable to timelines; small brands can easily get deprioritized. In the beginning, try your hand at everything so you understand your own strengths and weaknesses. Then, outsource the areas that aren’t your strong suit or that pull you away from your real value-add.
What has surprised you most about entrepreneurship so far, either in terms of personal growth or how the industry works behind the scenes?
Kristen Fechtel: The biggest shift has been moving from a specialist in one area to a generalist across many. It feels like I’m constantly learning by doing, which is very different from my consulting background. Back then, I’d work with a team to create a strategy, hand it to the client, and move on to the next project.
Now, I’m responsible not only for creating the plan, but also for executing it, testing it, and iterating on it. That level of ownership has been both the most challenging and the most rewarding part of the journey.
As a new entrepreneur, how have you dealt with self-doubt, decision fatigue, or imposter syndrome, if at all?
Kristen Fechtel: Imposter syndrome shows up often, especially when I compare myself to peers who stayed on a more traditional path or to founders who’ve raised millions or had massive exits. What I’ve learned — and taken comfort in — is that my path is meant to be unique to me.
While I can and do learn from those who came before me, it’s just as important to keep my blinders on and focus on my own journey. For me, this is about continuously learning, asking the right questions, using the right tools, and surrounding myself with people I trust and can learn from.
Looking ahead, what’s next for Spacers in 2025? Are you planning new flavors, retail expansion, or community-driven events?
Kristen Fechtel: We just completed our pilot run last month, so now we’re taking the product to market to test proof of concept and market viability. We’re selling direct-to-consumer through our website, www.drinkspacers.com, and are available to retailers via wholesale on Faire and Airgoods.
Our immediate focus is expanding into Texas retail, and if all goes well, we plan to launch two new flavors in 2025!
