#NewtoNext, To Be Honest Beverage Co., Michelle Houston

As a fitness professional turned wellness entrepreneur, Michelle Houston spent years helping others build healthy habits, only to realize one of her own—drinking alcohol—was quietly working against her. When she drank, she became anxious and unmotivated.

‘What if I eliminated alcohol from my life? Would it make a difference?’

That transformation inspired her next venture. In 2023, Michelle and her husband launched To Be Honest Beverage Co., a non-alcoholic functional beverage brand designed for those seeking a different kind of celebration.

After applying for the Pitch Competition in 2023, Michelle gave it another shot in 2024, back with feedback and lessons learned from the previous cycle. The efforts paid off as she was named a finalist for the 2024 event. We caught up with Michelle a year later to see how she viewed the Pitch Competition. Here are excerpts from that conversation.

Enthuse Foundation (EF): Thank you so much for your time, Michelle. Before we get started, for those who might be unfamiliar with To Be Honest Beverage Co., describe your brand. What problem is it solving?

Michelle Houston (MH): To Be Honest Beverage Co. creates elevated, functional non-alcoholic spirits for people who want to drink differently—without sacrificing taste, ritual, or experience. We solve the problem of social exclusion and underwhelming options for the sober curious and mindful drinkers. One of my favorite customer messages sums it up perfectly: ‘As someone who chose to quit alcohol a few years ago, I found it hard to enjoy being out with my friends who drank at social events because I felt left out. Trying other products just felt like a waste of money and I didn’t ENJOY drinking them, but your drinks are so tasty that I feel like I can partake in the experience without actually having any alcohol. I’m so glad that you made this beverage.’ We exist to make moments more vibrant, social, and satisfying—no matter what’s in your glass.

EF: We love that, and the feedback speaks specifically to the problem you are solving. Since the 2024 Pitch Competition, how has your brand grown or changed?

MH: The Enthuse Foundation Pitch Competition experience gave me the confidence to boldly speak about our mission and vision—why we’re here and who we’re here for. It reinforced my belief in our product and helped me stand unapologetically behind what we’re building. Since then, we’ve honed our positioning, strengthened our partnerships, and deepened our focus on creating functional spirits that feel indulgent, intentional, and inclusive. The Pitch Competition was a turning point for me—not just for the exposure, but for the validation of knowing that our mission matters. It’s proof that there’s space for brands like ours to thrive and for consumers to have more intentional, elevated options when it comes to drinking.

EF: That's wonderful. What about business achievements? Anything you would like to share?

MH: I'm so happy about our growth. We've launched our DTC site and started fulfilling online orders to over 34 states. Additionally, we've secured early retail and hospitality accounts across 41 locations in the U.S.

EF: Describe your experience as a finalist at last year’s event.

MH: Wow – talk about a whirlwind. Flying from California to New York for the event was such a fun and empowering experience. Traveling solo to represent TBH made me take even more ownership over my brand. I walked away grateful for the opportunity to connect with other founders who were equally passionate about their work.

EF: Tell us more about that – the bond you formed with the other four finalists.

MH: We’re still in touch today, cheering each other on from afar. Watching their brands grow is inspiring, and it’s a reminder that we’re all out here doing our best. There’s a mutual respect and encouragement that’s so important in entrepreneurship. I can’t wait until our paths cross again in person.

EF: What advice would you give a founder applying for this year’s Pitch Competition?

MH: Lean all the way into your unique selling proposition (USP). Call out the problems in your industry clearly and be direct about the difference your product can make for your customers. Speak to your industry specifically and trust the intelligence of your audience and the judges. Most importantly—have fun. This isn’t just about being polished and professional; it’s about letting your enthusiasm for what you do shine through.

EF: What great advice. Thank you so much, Michelle, for your time.

MH: Thank you!

The Enthuse Foundation Pitch Competition is more than a competition; it’s a transformation. An opportunity to take ownership of your company and its future. As Michelle explains, every finalist gets something out of the experience. Want to be a part of it? Here's your chance. Apply to the 7th Annual Enthuse Foundation Pitch Competition.