Smooth, Bold, and Brewed with Purpose: The We-Brü Story

WE-BRÜ Cold Brew is a family affair — born from a homemade recipe, built one bottle at a time.

Arielle Labaton didn’t set out to start a cold brew company. It started with a recipe her husband kept perfecting in their kitchen — a New Orleans-style cold brew steeped with chicory, smooth and bold in a way that store-bought bottles never quite nailed. He’d make enormous batches and hand them out to anyone who’d try it. Everyone kept coming back for more. That’s when Arielle saw the opportunity.

“In the early days we started the business in my mother’s basement.”

“…I’m still thriving, thank God.”

Arielle, Founder of WE-BRÜ

No funding. No facility. No problem.

She launched WE-BRÜ in 2022 with a kitchen, a hand-crank label machine, and sheer will. Early batches were brewed, bottled, and labeled at home — then loaded into crates and delivered by dolly, often with her young son riding shotgun.

“We started small and I would deliver the bottles to the store, so I would take my son out, put him into the wagon, and then put the bottles into the wagon.”

 

 

“The business evolved by accident. My husband really loves coffee…and he actually came up with the recipe. He kept telling me open a business.”

Using Fluz to shrink her cost of goods

When you’re bootstrapping, margins are everything. Arielle used Fluz to earn cashback on supplies she was already buying — packaging, shipping, ingredients. It added up, and every cent went right back into production.

“My friend told me about this app. As I was managing the business I used [Fluz] cashback to buy my cost of goods for the company.”

From kitchen to nationwide.

WE-BRÜ’s cold brew is all-natural, kosher-certified, and ships across the country in 32oz bottles. What started as a neighborhood obsession is becoming a real brand — built scrappily, together, with their son watching every step.