Sitin With Sam
A Quick Chat with Sam, Creator of Sitin
Interviewer: How did Sitin get started back in 2023?
Sam: I lived in Germany for a bit. When I returned I couldn't find a great tasting mulled wine that was also easy to make. Normally, you go to the store for a bunch of ingredients you only use with this drink. It's annoying. So, I came up with a single serve unit and I made it taste really good.
Interviewer: You talk a lot about the 93% time with your child stat and wanting to create more memories. How did that personally hit you?
Sam: The connection between parent and child is so important. Travel around the world gave me a lot of time on planes, trains and buses to think. I've thought about the things that really matter in life and how I want to spend my time alive. I’ve always tried to maximize the time with those that matter most. I really wanted to share that idea and create something that helped people connect, laugh, grow and enjoy each other's company.
Interviewer: Your products focus on making drinks super easy. No hunting for ingredients, just add wine or juice. What’s one flavor or mix you’re most proud of, and why?
Sam: The orange mulling spice reminds me the most of my years spent in Germany. It reminds me of ski parties and all the fun times with friends. But, the chipotle flavors, both summer and winter, are the most interesting to me right now. They have this unique warm, smoky spice thing going on that works really well.
Interviewer: You have both hold and cold drink mixes and alcoholic and non-alcoholic drinks. How did the idea for drink mixes evolve over time?
Sam: I started with three warm drink flavors. I liked them, but I didn't know if other people would. So, I attended events in person and talked to people. I got valuable feedback. I got my ego bruised up a bit. From there I went through 40+ different recipes over the next two years to create flavors that people loved. That process of making drinks by the people and for the people is something that no computer system can replicate. As far as I know, so far no machine has human taste buds.
Interviewer: Sitinsavor.com emphasizes bringing loved ones together through drinks, games and shared experiences. What's one specific way you've seen your mixes to spark those connections?
Sam: We made a “Sitin Spark” conversation game that creates moments of connection. I've seen that in use in cool ways. I've also seen the drink mixes used for book club meetings and craft parties. Many make the drink in bulk with a non-alcoholic base and then let individuals add their own shots if they want to kick things up a notch. It's a very versatile drink and a great crowd pleaser.
Interviewer: You've rolled out the Sitin Spark conversation game, and people are using your drink mixes in creative ways, like book clubs, craft parties, bulk non-alcoholic bases with optional shots. What's been your favorite real-life example of how the mixes and game have helped people connect or create a memorable moment?
Sam: The questions in the game are deep. I'm a strike at the nerve sort of person. I don't like fluff. That's why the drinks are made the way they are, sugar free and organic when possible. The questions bring up good conversation The best use is the simplest. No need to overcomplicate. Sit at home with family or friends. Have a drink. No t.v. No phones. Just conversation.
Interviewer: How did you come up with the name "Sitin," and what does it mean to you?
Sam: I started out with a different name, Boozn Sam's, that was more playful and fun. But, it never really felt good to me. This business was always about the people, not just the drinks. It was my experiences at German Christmas Markets that made me want to bring that feeling back to the U.S. and share it with others.
The drink was at the center, but it was really about Sit - in with good friends and loved ones. Laughing and talking and losing yourself in the moment. Embracing the power of human connection. Sit-in was the important part of that. Sit - in with friends. Sit - in savoring the moment. Sitin sipping a good drink.
Interviewer: What does "Sitin" really mean to you at its deepest level, and how does it capture the feeling you want people to have when they use your drink mixes with the people they love?
Sam: It's time spent with the people that matter most. When I look to the future, all that really is going to matter in my life is my experiences. Sure, other things are important and make a difference in your quality of life. But, the experience is everything. And, in my experience, a life without amazing relationships, without laughter and joy and love, is just an outline. A life like that has no substance. Sitin is coloring in the outline.
Interviewer: How do you hope someone picking up a Sitin drink mix for the first time feels that same heart behind it, even in a small, everyday moment?
Sam: The heart is built into everything about the drink mixes, from the name to the very intentional labeling to our focus on connecting with people in person at events across the country. With a drink mix you can sit and pause for a moment. You can take a breath. Put your phone away. Be in the now. That's a simple way to do it. That's why the drink mixes are made to be simple. Add your drink as a base. Add a drink mix packet. And serve.
Interviewer: Let's talk about those labels on your Sitin drink mixes. I love the imagery.
Sam: It’s kind of a “Scherenschnitte” style. Which means “scissor cuts” in German. It’s a traditional 16th century folk art that involves folding paper and cutting it to create symmetric silhouettes. We added color and put our own twist on it. Using this style for our artwork has created some really cool designs. It’s also a nod to the German connection in our gluhwein, mulled wine, products that started the company.
Interviewer: You’ve built that heart into every part of Sitin. When someone opens one of your drink mixes, what do you hope that small act of pausing, putting the phone away, and being present feels like for them and the people they’re with?
Sam: A slow breath of fresh air in a fast paced, digital world.