Drunk on Disruption: How You Can Build A New Category From Scratch

“I launched Sèchey to increase the awareness, availability, and convenience of alternatives to alcohol. Really, it's about drinking less, living more, and you decide what your personal relationship is”

What if the future of drinking isn’t about giving something up—but gaining more choice? Emily Heintz, founder of Sèchey, didn’t wait for the perfect resume or the “right” connections—she saw a shift, trusted her gut, and built Sèchey into a movement around alcohol flexibility. It’s not about being sober or not—it’s about empowering people to choose what works for them, without judgment. Emily created a space that didn’t exist and turned it into a trusted brand, a flagship store, and a growing national presence. That’s the kind of bold, visionary leadership we need more of.

Key Takeaways:

• Why alcohol flexibility—not sobriety—is the future of drinking culture.

• The real challenges of breaking into retail as a solo female founder.

• What it takes to build trust in a brand-new category.

• How Sèchey proves you can disrupt without being disruptive.

Hi, I’m JJ.

Since starting the Justice Dept, I have increased women's wealth by over $90MM in less than 5 years.

Want to know what inspires me to do this work?

My clients' surprised reaction when I manage to get them much better terms for themselves and their companies, whether talent agreements, employment, severance, partnerships, asset sales or investments.

They often admit that they never thought they could get that result. Not even hoped.

This blows my mind.