When Melbourne project manager Stefan Di Benedetto told his family he was quitting his lucrative job to launch an alcohol startup, they thought he had lost his mind. With no experience in the drinks industry, the gamble seemed enormous. Yet, in August 2023, he poured his entire life savings into Solbevi, aiming to produce Australia's first limoncello spritz in a can.
The Gruelling Path to a Breakthrough
Di Benedetto's leap of faith was followed by almost two years of relentless hustle. To fund his dream, he worked construction night shifts and pulled Sunday shifts at his local pub, dedicating up to 90 hours a week to the business. The challenges were severe: the company ran out of money twice, faced constant rejection from hospitality venues, and suffered a costly warehouse break-in that saw $20,000 of equipment and stock stolen.
"Capital raising fell through three times when it came to signing on the dotted line, which almost killed me," Di Benedetto revealed. He also burned through personal savings travelling overseas to pitch with no guaranteed outcome. The first major validation came when retail giant Dan Murphy's agreed to stock the product in nine stores, a pivotal distribution deal for the unknown brand.
From Survival to Soaring Success
Against the odds, Solbevi not only survived but began to thrive. The brand's distribution exploded, moving from those initial nine outlets to being stocked in more than 2,500 stores nationwide, including major chains Dan Murphy's and Liquorland. Its presence expanded to major events like the F1 Australian Grand Prix and AFLW games.
The company's ascent was marked by significant accolades, including being awarded best liqueur in the world by the US Spirits Ratings. It also secured contracts to supply onboard beverages for airlines Qantas and Scoot, serving passengers in the air and in business lounges.
Global Ambitions and Hard-Won Advice
Following a successful launch in New Zealand, Solbevi has now set its sights on South-East Asia, with recent expansions into Malaysia and Singapore. Di Benedetto's vision is for Solbevi to become a year-round staple, sitting alongside giants like Aperol and Campari on global shelves.
Reflecting on the brutal journey, he offers stark advice for aspiring founders. "Product-based businesses are really expensive, so ensure you have a means of getting money," he warned. "But use all your own money first... you will guard it with your life." He emphasises that a startup demands a complete life commitment, far from a "normal" existence.
Despite the exhaustion and setbacks, Di Benedetto has no regrets. His only wish? "The only thing I wish we did was to get onto TikTok earlier, which can change a business overnight." From a lockdown idea to an international brand, his story is a testament to resilience in one of the world's toughest industries.
