Scout Brisson’s career path wasn’t a straight line, but her hustle and smarts led her straight to the top. At just 27, she became CEO of De Soi, a non-alcoholic drinks brand co-founded by pop star Katy Perry. Brisson’s story shows how grit and adaptability can turn unexpected opportunities into big wins.
Brisson started with a science degree from MIT, then jumped into consulting at McKinsey. She learned to solve tough problems fast, skills that would later help her run a startup. After launching her own food company, she joined De Soi as general manager. Within a year, she was promoted to CEO. Her rise proves that hard work and flexibility matter more than fancy titles.
De Soi isn’t just another celebrity cash grab. Katy Perry and master distiller Morgan McLachlan built the brand to stand on its own. Their drinks mix fancy French vibes with adaptogens like reishi mushroom to help folks relax without alcohol. Brisson pushed the message that De Soi isn’t about missing out—it’s about choosing better. This taps into a growing trend of Americans taking personal responsibility for their health.
The brand targets millennials and Gen Z who want fun without regrets. These generations are drinking less booze but still crave social rituals. De Soi’s sparkly cans and bold flavors give them a classy option that fits conservative values of moderation and self-control. As one insider said, “Why wake up groggy when you can feel fresh after a night out?”
Brisson’s leadership focuses on steady growth, not flashy hype. She balances online sales with store partnerships, avoiding the burnout that sinks many startups. Her team uses low-cost tactics like social media and brand ambassadors instead of blowing cash on ads. This scrappy approach keeps De Soi lean and competitive—a lesson in fiscal responsibility.
Building a new category isn’t easy. Critics say non-alcoholic drinks are a fad, but Brisson bets on timeless values. She notes that folks will always want to unwind, and De Soi offers a smarter way. The brand’s success relies on traditional principles: quality ingredients, strong branding, and listening to customers. No woke gimmicks needed.
Looking ahead, Brisson wants De Soi to be the go-to for mindful celebrations. She’s expanding flavors and retail deals while keeping costs tight. Her vision aligns with conservative ideals—innovation without big government, personal choice over top-down rules. As she puts it, “People deserve options that respect their goals and values.”
In a culture pushing extremes, De Soi carves a middle path. It proves you can have fun without losing control, enjoy luxury without guilt, and build a business without compromising principles. Brisson’s journey reminds us that the American dream still thrives when you mix old-school grit with new-school savvy.
