Pantry Files: Sobah, Clinton and Lozen Schultz
Australia’s first non-alcoholic craft beer company, Sobah, is catapulting the sober movement to new heights in Australia. This indigenous founded and led company not only tastes delicious but is doing a whole lot of good in the community. We speak with Lozen Schultz, one half of the husband-and-wife team behind Sobah to hear how she and her husband, Clinton, are breaking down stigmas. We also get a peek into their daily lives and hear how they find work-life balance running a family business (and a family!).
Sobah is a first mover in the recent surge over the past few years of non-alcoholic beverage brands. What was the inspiration behind Sobah?
We're both academics and teachers by profession but had a hobby food truck business back in 2016/2017 serving up native cuisine. Clinton stopped drinking in 2014 but had become bored with the lack of non-alcoholic (‘NA’) beer options so started adding native fruit down the bottle necks of imported NA beers to make them more interesting. We were also making craft sodas with lemon aspen and native raspberry to menu pair with our dishes in the food truck. We decided we could do NA beer as well which Clinton had already researched and discovered an innovative approach to brewing zero beers. When the beer took off, we decided it had to stand for something - Sobah has always been a beer for purpose.
How does Sobah champion First Nations peoples in Australia?
A lot of people come up to us to tell us that what we're doing is great and that our drinks will go great in "those communities". First Nations peoples are subject to negative stereotyping in the media, particularly about being criminals, alcoholics and incapable of producing something of quality. We deliberately set out to smash those stereotypes, to present a healthy lifestyle choice for all Australians, and that Sobah is a premium product. Alcohol is a problem in ALL communities across Australia and statistically, more non-indigenous Australians consume booze than Indigenous people. Also, championing native foods in the way we do gives all Australians an opportunity to have more exposure to the benefits of our traditional foods.
What has been one of the most challenging lessons you’ve learned so far since starting Sobah?
Most companies wouldn't have some of the issues that we must negate, such as discrimination and racism. Social media is necessary for marketing Sobah and connecting with our valued customers, however, we're also subjected to trolls. In a more general sense, the past two years has been the most difficult considering the pandemic, floods in our region, the impacts of the war in Ukraine and the rising cost of fuel. We're weathering it! Keeping our team motivated and to evolve with the challenges is a constant focus. We're in our 6th year now and the beverage industry is reliant on a healthy economy so we've definitely noticed the shift over the past few years.
Image: Sobah
Can you tell us about the design and artwork on Sobah products?
Our cans feature native flora and fauna, as well as Aboriginal languages and a map indicating the origins of the fruit, connecting consumers to Country and People. Clinton's brother Tristan is a designer with particular skills in product design and branding, so Sobah was in excellent hands from the beginning. We wanted to tie in our story with the artwork by First Nations artists and the fruit we use for each different beer. The wedgetail eagle, 'Maliyan' is our Gamilaraay totem and He features on all the cans as though He's soaring above protecting us all. Maliyan is also the name of our eldest son, and it's Maliyan who told Clinton to "stop drinking silly drink" when he was 6 years old.
As a purpose-led company, how is Sobah doing good?
Through the sales of Sobah beer and merch, we contribute to several Not-for-Profits that help heal people and place. It's inherent to us as First Nations peoples that we use our influence and position to help others - every drop in the ocean helps to raise the tide, as they say. If we're all helping others and doing our bit to do better for the environment, then we're all better off.
How did the TLC collaboration develop? Will you do additional collaborations in the future?
We've been mates with James from the Good Beer Co for several years and had been looking for an opportunity to do a NA beer with him and for a cause we both had synergy with. That came about in the end of 2021 but it took 10 months to develop and bring TLC to market. It's a great beer supporting a fantastic cause! The Coral Sea Foundation has proven work in protecting and saving the Great Barrier Reef, and their new initiative in training First Nations women in marine biology skills will help traditional owners manage and protect their sea countries using modern methodologies.
Working as a husband-and-wife team, what is each of your roles at Sobah?
Clinton is the mastermind and provides the company governance, mission and values. He's heavily involved in product development, utilising his qualifications as a chef and brewer. However, he is a psychologist in a full time director role at The Black Dog Institute. So, the company management and operations are my areas. I lead a team of six in sales, marketing, events and production. They say that couple who play together, stay together. But when it comes to running a business, the best thing we learnt is that no one works for the other, we're in a partnership with our own roles.
Image: Sobah Founder, Dr. Clint Schultz
How do you manage to find balance in life and at work together and separately?
Clinton has an excellent ability to switch off and compartmentalise. I do not. We have three children that we give our attention to, and we try not to talk about work or Sobah at the dinner table, or in the bedroom!
What is on the menu at home during a typical weekday dinner?
I am gluten-free and one of our sons is vego! So, we're always making several versions of dishes to suit us all. However, we love to BBQ and serve it up with super salads and roasted potatoes. Clinton did his chef apprenticeship at a Chinese restaurant, so he tends to cook a lot of Asian dishes.
What’s something that’s always in your fridge (besides Sobah of course!)?
We love Monday Distillery for non-alcoholic RTD's and we're exploring NA wines at present too. If we're not drinking NA adult bevs, Clinton loves juicing and I get into coconut water.
What is your favourite snack or food to enjoy with Sobah?
We always have a can of Sobah on taco night! Clinton's favourite time for a Sobah beer is when he's watching the footy, so we'll have a cheese plate with crackers and dips, or corn chips and salsa.
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