Stoli-backed non-alc brand raises $3.6m
Hemp-based alcohol-free ‘spirit’ The Pathfinder has secured US$3.6 million in a funding round led by Stoli Group.
Stoli Group, known for its namesake vodka, made a ‘strategic’ investment in The Pathfinder in 2023 – marking its first move into zero-ABV ‘spirits’.
The Pathfinder has now closed a US$3.6m Series B funding round, which will be used to boost its US footprint through expanded distribution, new retail partners and a strategic team.
“This raise gives us the capital we need to execute a nationwide rollout combining The Pathfinder’s dynamic brand and unique liquid proposition with the power of the Stoli distribution network,” said Chris Abbott, co-founder of The Pathfinder.
“We’ve done the hard work getting into some of the best bars in the world. Now it’s time to scale off-premise, and meet the rising demand across the country.”
The Pathfinder launched its flagship product, Hemp and Root, in autumn 2021. It is made with fermented and distilled hemp.
The brand is aiming to expand its presence in the off-premise, as 70% of its accounts are currently in the on-premise.
The Pathfinder plans to expand beyond its current off-premise strongholds in the Pacific Northwest and New York, which together represent 55% of revenue for the brand.
The alcohol-free brand aims to be in 41 states by the end of this year, with retail partners including Whole Foods, Total Wine & More, and Sprouts.
Stoli Group recently expanded its distribution deal with Breakthru Beverage to 13 US markets, including California.
In the on-trade, The Pathfinder has secured listings in New York City’s Clemente Bar, True Laurel and Trick Dog in San Francisco, and Mother Wolf and Thunderbolt in Los Angeles.
New recruits to drive growth
To support the brand’s expansion, The Pathfinder has hired William Howe as its chief financial officer, Marilyn Canderloro as head of supply chain, and Jill Sites, who will cover sales and marketing.
The funds will also support the rollout of The Pathfinder’s new 200ml ready-to-drink (RTD) cocktail cans (Negroni and Spritz). The brand will launch a coffee-based RTD this autumn.
Citing NIQ/IRI data for the 13 weeks ending 14 June 2025, The Pathfinder saw its total dollar sales skyrocket by 181% over the quarter, while velocity soared by 82%.
Michael Howard, who joined Stoli Group in June this year as its North America president, described The Pathfinder as a “true trailblazer in the non-alcoholic space”.
“As consumer interest in zero-proof ‘spirits’ accelerates, we’re proud to deepen our partnership and help scale a brand that’s rewriting the rules of the category,” he continued.
“This next chapter marks a pivotal step in bringing The Pathfinder to more shelves, more menus, and more consumers nationwide.”
In October 2024, The Pathfinder made its UK debut, having ‘risen to cult status’ in the US with 300% year-to-date growth.
The funding round comes nine months after Stoli Group USA and its Kentucky Owl American whiskey unit voluntarily filed for Chapter 11 bankruptcy after a two-month-long cyber attack.
Luxembourg-headquartered Stoli Group completed a restructuring of its US arm earlier this year.
Howard, who was previously chief commercial officer of Mijenta Tequila’s parent firm, played a key role in the reorganisation of the Stoli USA business.
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