Business Spotlight with Mary Pellettieri from Top Note Tonic

Mary Pellettieri, owner of Top Note Tonic, shares her journey from earning a botany degree to owning a successful craft mixer brand known for its balanced flavors and low sugar content. Driven by a desire to live life fully after her mother’s passing, Mary embraced the entrepreneurial spirit, focusing on sustainability and innovation in her products. She highlights the challenges of starting a business, including finding the right packaging partners and navigating growth without generational wealth or connections. Mentorship, particularly from advisors like Greg Hall, has been crucial in helping her push through obstacles.

The impact of COVID-19 brought additional challenges, such as rising packaging costs and lower margins, yet Mary remains committed to sustainability. She emphasizes the importance of being patient and resilient, lessons she learned through stoic philosophy. Her future goals include launching a new sustainable bottle format and expanding hyper-local bottling. Mary advises other business owners to seek help, avoid burnout, and prioritize sales and marketing. She expresses deep gratitude to her partner Jeff and her mentors for their ongoing support, which has been instrumental in her journey.

Podcast Transcript:

Jackie Zach: Hello, everyone. I’m Coach Jackie Zach, and today we have Mary Pellettieri, owner of Top Note Tonic. Mary has spent 30 years in food safety, beverage manufacturing, brewing, and quality. She now owns Top Note, a beverage mixer brand, and consults for an ingredient company. Interestingly, Mary holds a BS in Botany. In her downtime, she loves gardening, walking by Wisconsin’s lakefront, and hiking. She’s also writing a book for the Brewers Association on brewery quality. Welcome, Mary!

Mary Pellettieri: Hi, Jackie.

Jackie: Can you tell us a bit about your personal story?

Mary: My story starts with a love for plants. I earned a botany degree at North Carolina State and became interested in how plants are used for food and medicine. I eventually joined Goose Island Beer in Chicago as a quality manager, where I honed my skills. Later, I worked at MillerCoors and learned more about business, but I missed the entrepreneurial spirit of Goose Island. So, I started Top Note in 2017, making craft mixers. We started with cocktail syrups at farmers’ markets, and now we’re making award-winning craft mixers.

Jackie: That’s wonderful. What’s a funny family story you can share?

Mary: My sister would say I was the responsible one. When our parents left us alone in Wisconsin, we’d throw parties, but I stayed sober and cleaned up. I always believed in drinking responsibly, which aligns with my health and wellness perspective. Ironically, I’ve worked in the alcohol industry my entire life, but I wasn’t the drinker!

Jackie: Tell us about how your business came to be. When did you feel confident enough to run it?

Mary: Starting my business began before MillerCoors. After my mom passed away young, I was inspired to live life with gusto. My confidence grew as I worked at MillerCoors and realized I had good ideas. The real turning point came when I feared not trying more than the possibility of failure. That’s when I decided to go for it.

Jackie: Tell us more about Top Note.

Mary: Top Note is an award-winning craft mixer brand with less sugar and a focus on sustainability. We started with tonic water because I found existing products unbalanced. We’ve won multiple awards, and people who thought they hated tonic water often changed their minds after trying ours. It’s similar to someone discovering they actually like craft beer after thinking they didn’t.

Jackie: I’m excited to try it! Has anyone inspired you along the way?

Mary: Recently, an advisor reminded me of the value I’ve created and encouraged me to keep going, even when I felt drained. It’s important to have mentors who can help you push through challenges.

Jackie: What’s been your biggest learning as a business owner?

Mary: My biggest lesson is from stoic philosophy: be patient. Business takes longer than you expect, so you need to be in it for the long haul.

Jackie: What’s been your biggest challenge, and who helped you through it?

Mary: Our biggest challenge has been managing growth without generational wealth or connections. But the key is not being afraid to ask for help, even when you’re scared.

Jackie: That’s great advice. Who are the three people you’re most grateful for on your journey?

Mary: My partner, Jeff, has been very supportive. Greg Hall, a founder of Goose Island and Virtue Cider, has been a valuable mentor, guiding me through the ups and downs of business. And my friends in the craft beer community have been a constant source of inspiration.

Jackie: What’s the next big thing for you and your business?

Mary: We’re focusing on launching a new sustainable bottle by the end of the year. It requires fundraising and finding the right retail partners, but we’re committed to changing the industry’s sustainability practices.

Jackie: What do you see as your biggest challenge in the next few years?

Mary: Managing growth and finding the right people to help us, whether it’s a beverage partner or sales broker, will be crucial. Building the team slowly and managing relationships with those who may not be fully dedicated to our business will be a challenge.

Jackie: What advice do you have for business owners trying to do it on their own?

Mary: It’s hard to do it alone. If you can’t hire help, get super organized. Don’t let admin work take over your day; focus on what’s important, like sales and marketing.

Jackie: It sounds like you’ve had incredible support on your journey. What would you like to say to those who helped you?

Mary: I’m incredibly grateful for their time, energy, and thoughts. I use their ideas, and I believe people genuinely want to help. So, thank you, and when the times comes when they need my help, I’d like to return the favor.

Jackie: Thank you so much for being on the show, Mary. It was a pleasure speaking with you.

Mary: Thank you, Jackie. Take care.