When Stefan Di Benedetto decided to take a bold leap into entrepreneurship, his family and friends were convinced he had lost his mind. However, this Melbourne project manager, once employed by one of Australia’s leading construction firms, was undeterred. His vision was to create Solbevi, an alcohol start-up, which he launched in August 2023.
Despite lacking any prior experience in the beverage industry, Di Benedetto managed to secure a significant distribution agreement with Dan Murphy’s, a major retail chain. This deal marked a milestone, as it brought Australia’s first canned limoncello spritz to nine of the retailer’s stores.
In his pursuit of success, Di Benedetto made the daunting decision to leave behind a lucrative career, investing his entire savings into the fledgling enterprise. To keep his dream alive, he juggled night shifts in construction and Sunday shifts at a local pub, dedicating up to 90 hours each week to nurture and expand his business.
The road was far from smooth. Solbevi faced numerous financial challenges, running out of funds twice. The journey was further complicated by constant rejections from hospitality operators and a devastating warehouse break-in that took both an emotional and financial toll on Di Benedetto.
He did construction night shifts and worked at his local pub on Sundays for almost two years while spending up to 90 hours a week expanding the business, which came with major sacrifices and challenges.
The business ran out of money twice, amid constant rejection from hospitality operators, and an early-morning warehouse break-in several months ago took a financial and emotional toll.
But not only did Solbevi survive, it has thrived.
Solbevi is now stocked in more than 2,500 stores across Australia, including bottle shop chains Dan Murphy’s and Liquorland.
Stefan Di Benedetto started an alcohol start-up and hasn’t looked back
The Melbourne entrepreneur is proud of producing Australia’s first limoncello spritz in a can
Following a successful international launch in New Zealand, Solbevi has set its sights on South-East Asia with a recent expansion to Malaysia and Singapore.
Solbevi was sold at the F1 Australian Grand Prix in Melbourne earlier this year, along with several AFLW games and multiple festivals.
The company supplies onboard beverages for airlines Qantas and Scoot and has been awarded best liqueur in the world by US Spirits Ratings.
‘The last two years have been exhausting,’ Mr Di Benedetto said.
‘We’ve run out of money twice, which impacted cash flow.
‘Capital raising fell through three times when it came to signing on the dotted line, which almost killed me.
‘We lost $20,000 worth of equipment and stock in the break-in – a setback we hadn’t accounted for.’
‘I burned through personal savings during extensive overseas travels to pitch with no guaranteed outcomes.
The entrepreneur has set his sights on South-East Asia with a recent expansion to Malaysia (pictured) and Singapore
Dan Murphy’s was the first retailer to stock Solbevi in nine stores. The brand is now sold in more than 2,500 stores
‘We still hadn’t raised the entire amount of capital until four months ago. But our growth has allowed us to thrive.’
All the lessons he’s learned have been on the job.
‘We started the business with zero industry background in marketing, sales, and distribution,’ Mr Di Benedetto said.
‘Everything had to be learned from scratch. The best way was to learn on the job and from the bad decisions we made.
‘Everyone, including my parents, thought we were crazy. But I didn’t listen to them.
‘I have no regrets. The only thing I wish we did was to get onto TikTok earlier, which can change a business overnight.’
Mr Di Benedetto came up with the idea of making Australia’s first limoncello in a can during Covid lockdown and spent the next few years working out how to produce it on a commercial scale and develop the brand.
The drinks market is one of the toughest industries in the world, facing a perfect storm of challenges, including declining consumption and changes in consumer behaviour on top of rising business costs.
Solbevi is served on selected Qantas flights and in its business lounges
Low-cost airline Scoot has also come on board
Stefan (left) previously worked for one of Australia’s largest construction companies
‘Introducing limoncello in an already saturated market where the category is unfamiliar meant that we had to educate people from day one,’ Mr Di Benedetto said.
‘We also had to take into consideration that people aren’t drinking as much alcohol as they used to.’
The next goal is to expand the brand further internationally.
‘My vision is to make Solbevi a brand that can be enjoyed all year round and sit alongside Aperol and Campari in venues worldwide,’ Mr Di Benedetto said.
He warned other budding entrepreneurs that start-ups aren’t for the faint-hearted.
‘Product-based businesses are really expensive, so ensure you have a means of getting money,’ he said.
‘But use all your own money first, you will guard it with your life, which means you will make smarter and more thought-through decisions. It helps reduce costly mistakes.
‘And, be prepared for a whole new world of hard work. If you want a normal life and to run a start-up, think twice. Your start-up will be your life. So you need to love it.’
