Sometimes a brand is more than a business—it’s a feeling. It’s the moment a grin spreads across your face with the first sip of your favorite cocktail. For Mitchell, the founder of Smile Spirits, this feeling was the spark behind a bold and refreshingly simple idea: create a canned cocktail that brings people together, lightens the mood, and—most of all—makes people smile.
With over a decade of experience in the spirits industry—and years before that in marketing and brand building—Mitchell is no stranger to the challenges of entrepreneurship. But there was something about this space, this culture of celebration and connection, that kept calling him back.
“There’s nothing quite like that moment,” he says, “when you’re meeting up with a friend—maybe you’ve had a rough day—and you crack a drink and smile. It’s instant relief. A weight lifts, the mood shifts, and for a second, things feel right.”
That universal moment of connection was the genesis for Smile Spirits, a brand that’s all about feel-good simplicity. And its roots? Planted firmly in Idaho soil.
Idaho: Where the Vision Took Shape
MitchellThough Mitchell lives in San Diego, his journey with Smile has Idaho written all over it. Over time, a group of friends and collaborators in the Gem State—many of whom had become like family—began discussing ideas and ventures. One day, the question came up: “Mitchell, do you have something in your back pocket?” And he did.
“I had this concept I’d been sitting on for a while,” he recalls. “But they didn’t want a phone pitch. They told me to get on a plane and present it face to face. That moment was huge. It showed they believed in me, and that kind of belief matters.”
Once in Idaho, Mitchell shared his vision: a canned cocktail called Smile Spirits—not a seltzer, not overly boozy, but just right. A drink you’d want to share. A product designed to break down barriers and start conversations. A brand built on authenticity, inclusion, and good vibes.
The Drink: Vodka-Based, Flavor-Focused
Let’s set the record straight: Smile isn’t a hard seltzer. It’s a real canned cocktail made with vodka—7% ABV, just like the drink you’d order at a bar. And that’s intentional.
“We didn’t want it to feel watered down or overly complicated,” Mitchell explains. “When you order a vodka cranberry or vodka soda at your favorite bar, you know what you’re getting. That’s what Smile aims to deliver—something familiar, reliable, and full of flavor.”
With inspiration drawn from years of ordering and mixing bar favorites, the first five flavors were designed to feel nostalgic and exciting at the same time. And the vodka? It’s currently sourced from premium distilleries across various locations. While it’s not exclusively from Idaho, the goal is to one day establish a distillery right here in the Gem State, bringing the product even closer to its heartland roots.
Not Just a Drink—A Movement
From the beginning, Smile was about more than alcohol. It was about what happens when you crack open a can—whether you’re at a celebration, a bonfire, or unwinding on your porch. It’s about creating moments of connection, laughter, and—yes—smiles.
“We wanted a brand that was unforgettable. Something so simple and iconic that once you see it, you never forget it. That’s where the name Smile and our happy-face logo came in. The branding is clean, fun, and instantly recognizable.”
And people are noticing. Even in these early days, Mitchell’s team has found that when people see the can, they often say, “I’ve seen that before!” Even if they haven’t, it feels familiar—because it captures a universal emotion.
Everyone’s Invited
One of Smile’s mantras is “Everyone’s invited.” It’s not just lip service. The brand embraces diversity, friendship, and authenticity. The Idaho team is a mosaic of entrepreneurs, each with different backgrounds, visions, and strengths. Some have known each other for years; others just met. But their shared passion for building something meaningful has turned them into a new kind of family.
“I’ve learned the hard way that building a brand is tough,” Mitchell reflects. “But having the right people—the right energy—can change everything. Idaho gave us that. The people here, the community, the belief in the project… that’s what made Smile possible.”
What’s Next?
Right now, Smile Spirits is making waves in San Diego as the sponsor of Padres Radio Network and Official Partner of San Diego FC, but the Idaho roots run deep—and expansion is on the horizon. As Mitchell and his team visit accounts, build relationships, and introduce people to the product, the excitement continues to grow.
Where to find Smile Spirits this summer in Idaho?
You can pick up Smile at Jacksons, Stinker, Maverik, Ridleys, and Albertsons beginning in July. In Eagle, you’ll find Smile being served at Pig Latin and Crave, with additional local spots coming on board soon. For a full list of locations, check out the store locator at smilespirits.com.
So, whether you’re a seasoned cocktail lover or just someone who appreciates a good brand with a great story, keep an eye out for that cheerful yellow smiley face. When you see it, you’ll know you’re in for something good.
Because at the end of the day, Smile Spirits isn’t just about vodka—it’s about connection. It’s about people. And it’s about remembering that no matter where you are or what kind of day you’ve had, there’s always a reason to smile.
Follow @SmileSpirits on Instagram for updates, flavors, and events—and keep smiling, Eagle.
