ASHEVILLE, N.C. (WLOS) — To compete for a slice of the beverage market in Beer City USA, the founders of Devil’s Foot Beverage took a softer approach.

Ben Colvin takes us back to the day he and his partners came up with the idea to produce low sugar, non-alcoholic organic sodas.

“A group of friends were having a beer and my wife, she just found out she was pregnant, and she was looking at us all having a beer and she was drinking water.” He adds with a laugh, that she was, “feeling a little grumpy with us and we realized, there’s a gap missing.”

Devil’s Foot president Colvin credits his wife Vashti with the inspiration behind the company’s name when the group was experimenting with concoctions for ginger beer and other cocktail mixers in the family kitchen.