In the United States, the prohibition of alcoholic beverages began in 1920,
and ended in 1933. During this period, a number of bootleggers sprang up in
order to both satisfy the country’s desire for alcoholic drinks, and also
capitalize on the scarcity of this commodity. One such of these opportunists
was a man named Dawson de Felice. He and his family started their new
business in 1930, after The Great Depression devastated their farm’s produce
sales. It became public knowledge in 1934, and grew into one of the largest
liquor and beer companies in the world. For decades, the de Felice name was
synonymous with high quality, low-cost beer and spirits. They were also
known for fighting hard against anti-drug movements. They did not
specifically deny the consequences of drinking, or underage drinking, but
they did suggest that all those issues were the responsibility of their
customers. Either the drinker was old enough to drink responsibly, or they
were young enough to have a guardian who should have better controlled their
alcoholic intake. They lobbied against laws that would raise their taxes, or
otherwise limit their customer base, and they regularly dismissed any
suggestion that they ought to help curb drunk driving, and other risks. Many
pointed out that they actually would have saved money by producing an ad
about responsible drinking, rather than spending it on a defamation campaign
against their socio-political opponents. Despite these detractors, sales
numbers continued to rise, along with their once affordable prices. Their
method of rejecting all responsibility seemed to be working in their favor,
and no one had any reason to believe that they needed to do anything
differently. To them, the idea of recommending anyone ever not drink was
irrational, and out of the question. Sure, dead people can’t buy beer, but
if they died from the beer they bought from De Felice, then they probably
spent a lot while they were alive. That was the unspoken reasoning anyway.
In the 21st century, a woman named Cassiopeia De Felice became majority
owner of De Felice Beer and Spirits. She decided to take the company in a
radically different direction, and there were good and bad consequences to
her actions. She was a recovering alcoholic, and never would have wanted to
take over in the first place if she had not gotten the idea to change its
business model completely. They would continue to sell alcohol, but no
longer for human consumption. They were going to sell rubbing alcohol now,
as well as hand sanitizer, and even fuel. She figured there was plenty of
room in these industries, they already had the infrastructure set up to
accomplish this, and she didn’t want to endanger people’s lives anymore.
Customers were bewildered. Shareholders were outraged. Everyone was stunned.
Never before had a company attempted to pivot so drastically. It would prove
to be their downfall, but also the beginning of a new trend. The world would
thank them later. Perhaps her plan would have worked if she had started them
out slowly, introducing themselves to the new products gradually, and
eventually letting go of their beverage division. Instead, she tried to make
one big move, and no one knew what to do with it. The failure would come to
be known as The Cassiopeia Pivot, and while it began as a derogatory term,
the term itself would pivot to become a point of pride. Other companies made
similar moves, hoping to better the world, and the lives of their customers.
Oil companies switched to renewables. Weapons manufacturers switched to
plumbing. Even a ballpoint company began to focus on augmented reality
devices. Though, that last one was less abrupt. The other examples happened
quickly, but were just as successful. The world was ultimately better for De
Felice’s sacrifice. It didn’t become a utopia, but they helped a little, and
not much more could be asked of an alcohol company that just wanted to do
the right thing.
