Founder and CEO of Alchemysts Inc., Meg Sethi shares her passion for marketing at the royal level of the alcohol brands.
Chilled, shaken or stirred, straight up or on the rocks, if it can be poured and enjoyed with a smile, Meg Sethi can elevate the brand to heights that consumers and even the brand itself couldn’t have imagined.
The storytelling that goes into her marketing strategies is the bread and butter of her agency, Alchemysts Inc. Yes, we can fall head over heels for the product, but it’s the story behind it and how it’s told that will keep us coming back for more.
What has been her key to success in an industry that is not only male-dominated but also associated with spectacle and exclusivity? Sethi commits herself to razor-sharp preparation, resilience and authenticity.
“When I was younger, I would have thought that I had to be super-aggressive when I walked into a room,” she says. “As I’ve gotten older, it’s more about coming in with a quiet confidence.”
That blueprint has become foundational to the way Sethi leads her award-winning agency, one that has steadily expanded its footprint across Canada and into key U.S. markets, like Miami, while navigating the increasingly complex world of alcohol beverage marketing. Beneath the posh events, celebrity partnerships and high-profile campaigns, positive results are expected. And Sethi has not missed the mark because it starts with trust.
“I always make sure I’m very knowledgeable about what we’re going to be speaking about,” she explains. “That helps brands build trust with us and our agency, knowing that I’m not just giving them a marketing runaround.”
That trust has become especially critical as the beverage industry undergoes dramatic cultural shifts. Consumers are buying because brands are appealing to identities, lifestyles and values, plus what they stand for, why it matters and how that reflects their own personal story. According to Sethi, storytelling now sits at the centre of every successful campaign, but many companies still underestimate this.
“I don’t take my role lightly. I have amazing team members who count on me to make decisions that help them with their lives, too.”
“People are really specific now about what they’re looking for,” she says. “Everything we put together has to be tailored to them.”
No stone is left unturned. Her team is obsessed and meticulous about every detail that goes into a project or event, from coordinating logistics to colour selection.
The same level of scrutiny applies behind the scenes, where regulations have sparked creative limitations. While consumers may have a surface-level understanding of alcohol marketing, associating it with glamour and nightlife, Sethi points out that the industry is heavily controlled, with rules varying dramatically across provinces and markets.
That balance between creativity and compliance has become one of the defining characteristics of her leadership style.
“I don’t take my role lightly,” she says. “I have amazing team members who count on me to make decisions that help them with their lives, too.”
One of the pivotal decisions she made was to strategically expand into South Florida, a region she identifies as one of the hottest markets for beverage brands, along with Texas.
“There’s been a huge migration of wealth from California and New York into Miami and South Florida,” she explains. “It just made sense for us to be there.”
At the same time, the agency continues expanding westward in Canada, hiring local staff in British Columbia and Alberta to deepen regional connections. For Sethi, local expertise remains imperative in an industry built on relationships and cultural nuance.
One of the clearest reflections of evolving consumer preferences can be seen in the rise of non-alcoholic beverages and the sober-curious movement.
“There’s less stigma now with either drinking or not drinking,” she says. “It’s more about whatever you feel comfortable with.”
She points to the growing popularity of “zebra striping,” the practice of alternating alcoholic and non-alcoholic drinks throughout an evening, as evidence of how hospitality culture is adapting. Modern hosts, she says, are expected to provide thoughtful options for every guest, whether that means alcohol-free wines, crafted mocktails or traditional cocktails.
Even her own favourite drink, the classic Negroni, reflects that balance between sophistication and accessibility. Sethi loves it for its refreshing yet spirit-forward profile, but also for the feeling it evokes.
“It reminds me of being in Italy and Europe in the summer,” she says.
In an industry with a reputation for glamour and exclusivity, Alchemysts Inc. founder and CEO Meg Sethi built hers on authenticity, passion and her warm smile.
