Saturday, January 02, 2021

Prohibition and Pandemics: Is 2021 the Year of the Pivot?

Photo of Martinelli's Sparkling Cider Label

Happy New Year!

Did you grow up drinking Martinelli's Sparkling Cider?

I did not, but this year, the Diaz offspring enjoyed their first bottle while ringing in the new year.
Ava, the daughter, posted pics on Instagram that may or may not have described the contents of her champagne flute. (I'm afraid to look.)
Did you know that Martinelli's Sparkling Cider is a product of the Prohibition era, which began in 1920--100 years ago. (1920 was also the year the 1818 flu pandemic ended. Should we leave a note for 2120?)
According to the company's history, the family decided to try to stay open by becoming a non-alcoholic beverage company and they began selling their own "concoction" of "a unique, unfermented, and pasteurized sparkling apple juice."
Today, if you look at their website, all of their products are non-alcoholic.
I Have A Lot of Questions
I wish the corporate history included more detail. Were they shocked when their livelihood crashed down? Were they fearful that their sparkling apple juice wouldn't sell?
Did the company face any problems of ethos as they launched their new, non-alcoholic beverage?
And, in hindsight, did the family have any idea that the product Prohibition forced them to create would become so popular that they decided not to return to producing hard cider after Prohibition ended?
Do You Need to Pivot?
Now, 100 years after the Martinelli family had to pivot, many people need to change directions.
2021 is looking like it might be the year of the pivot. Are you making changes--big or small--to keep yourself, your family, your work moving forward?
Is 2021 the Year of the Pivot?
My wish for all of us in 2021 is that we are able, to pivot if and as we need to so that, like the Martinelli family, we can keep on growing, we can help our neighbors, and we can thrive in unexpected ways.
Happy New Year!

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