Marketing Mogul Sophie Stich Talks Toastworthy Moments from her Bar on Wheels
April 10, 2020 @ 10:00am
Cheers to life’s most enjoyable moments and one of D.C.’s most savvy marketing moguls, Sophie Stich: founder of Toastworthy, a modern celebration experience serving you drinks from a vintage Airstream.
The 1965 Airstream Caravel, also known as the Toaster, is its own pop-up venue designed to be a welcoming, open space for bartenders and guests alike. It’s used for the worth-it moments, of course, and has served all kinds of events – think holiday parties, birthday bashes, family gatherings, photoshoots, wedding receptions and more – with a charming experience that’s hard to find anywhere else. The event host, caterer or private venue provides the libations, and the Toaster will do the rest.
In an Instagrammable era where all we talk about is the mood or vibe whenever we go out, Toastworthy is a modern masterpiece that’s right on trend. From mastering marketing at her previous jobs with SoulCycle and Sweetgreen to road-tripping to and from Ohio while the Airstream was being renovated, Stich has finally found her calling.
“I’ve always had this service aspect in my life,” she says. “My greatest joy is bringing people together and building community, which is really difficult right now [because of the pandemic]. But I was always trying to find different ways to maintain that aspect I love: people. I’m super curious about people’s backgrounds and building unique experiences for them and the special moments in their lives. That’s what Toastworthy’s about.”
The Wisconsin native moved to the D.C. area in 2008 to attend George Washington University, where she studied psychology and public health. After three years at a public health genetics nonprofit, she began exploring different career paths and landed at SoulCycle in an in-studio marketing position. Stich continued to engage with a large customer base through her next job at Sweetgreen, which left her in a headspace of wondering if she wanted to be a business owner.
“I thought I had the guts to start a business, but didn’t know what that was,” she recalls. “As a woman and being younger, I was doubting myself [and thinking], ‘Do I have a good enough idea? Am I this creative person?’”
Ultimately, she was able to use her newfound strengths for brand marketing to succeed with Toastworthy.
“It’s been so much fun to do that for myself. I’m always thinking about where I want to be in five years with the business. It’s been a really awesome experience.”
One of her most creative moments happened to be at 2 a.m. one random night in 2017 while scrolling through Instagram videos. One particular video of a prosecco cart in England caught her eye, and she thought to herself, “I’ve got it.”
“I was like, ‘Oh my gosh, that’s so f–king cool. Why isn’t there anything like that here?’ It was just one of those life moments where this light switches. This was such a f–king great idea. There was no mobile bar in D.C. yet.”
Within a week of seeing the video, Stich was hooked on the idea of running a bar on wheels in D.C. She acquired her Airstream in 2018 and took her time renovating it with the seller, an Ohio-based Airstream restoration business. Toastworthy was up and running by early 2019.
“There have been a handful of moments where I feel like it was really right, and this felt right. As time goes on, I’ve realized just how good of a fit Toastworthy is for me in a weird way. It has just really aligned with my life and all my experiences. I’m always excited about it and despite everything that’s going on, it’ll be around for a while.”
Does the queen of toasts go crazy for champagne? Of course. But Stich also loves a good glass of wine or a creative cocktail.
“I’m big on cocktails. As a daily drink, I love rosè or white wine. While I do love champagne, I chose it more as a symbol for celebrating life. But the Airstream isn’t exclusively serving champagne.”
Stich even adds champagne-free cocktail recipes on Toastworthy’s Instagram account.
“I make sure that not all the cocktail recipes have champagne and that I’m posting photos of different things,” she says. “I think when people are really excited about what we are, they don’t think about the champagne that much.”
Toastworthy has attracted several unique event partners over the past year, from hosting with Kendra Scott to being invited to Times Square on New Year’s Eve for a sex toy company’s activation. Stich says she really just enjoys being there for someone’s special day.
“Whether it’s a brand partnership or someone’s intimate birthday party, I feel so special to be part of these moments with people and to celebrate. I consider it a huge honor.”
Enjoying drinks from a vintage Airstream is just one way to enjoy a fabulous event, but the modern appeal and enchantment of Toastworthy is the only way we want to party when social distancing comes to an end.
Visit www.toast-worthy.com for more information and follow Stich and her Airstream on Instagram @toast.worthy.