Rochester, NY — June 28, 2025 — For Bitter For Worse, the award-winning non-alcoholic cocktail brand, announced today the opening of a new production facility in Rochester, New York. The expansion follows significant investment from New York State and marks a major milestone for the company, which launched in Portland, Oregon in early 2020.
The first beverage brand to win the prestigious Grow-NY competition, For Bitter For Worse has since secured additional investment from Launch NY and a network of angel investors. Led by wife-and-husband duo Shelley Elkovich and Jeff Heglie, the company crafts premium non-alcoholic ready-to-drink cocktails, wine alternatives, and spirits alternatives using proprietary processes developed in-house.
The new facility is located in a historic Rochester building that once housed gin and vanilla extract production. “Local lore suggests that during Prohibition, vanilla was sold out the front door, and spirits went out the back,” notes Heglie, whose official title is President and Reverse Bootlegger, a nod to the brand’s innovative “Reverse Bootlegging” trade secret production process.
The move to New York reflects both strategic growth and alignment with regional resources. “New York offers incredible opportunities—a vibrant beverage ecosystem, an abundance of organic farms, and strong support for entrepreneurs,” says Elkovich, founder and CEO. “We’re already developing a new expression featuring New York apples.”
The relocation will make For Bitter For Worse a bicoastal brand. The company will maintain its Portland warehouse and West Coast team. The Rochester facility quadruples their previous production space and allows for expanded contract manufacturing capabilities.
“There’s a huge unmet need for small-batch, craft beverage co-packing,” says Heglie. “We currently co-pack everything from cold brew coffee to non-alcoholic cocktails and look forward to serving New York’s thriving drinks startup scene.”
The expansion is made possible through partnerships with Cornell University’s Center for Excellence, Grow-NY, Launch New York, Empire State Development, and the City of Rochester.
“During a tough climate for startup fundraising, we took a creative approach and were rewarded with incredible regional support,” Elkovich adds. “We’re thrilled to start this exciting next chapter.”
Media Contact:
Shelley Elkovich
541-821-0935
shelley@forbitterforworse.com
https://forbitterforworse.com/