Sophie Rooney: Making Choice The New Normal
Who is Sophie?
I’m Sophie, Manager of Comms and Digital at immaculate®. As a self-confessed serial scroller and avid consumer of all things social media, watching brand campaigns come to life whilst creating and being part of a community of like-minded people, is what excites me the most.
As a young woman still in the early stages of my career, immaculate® has thrown me into the world of start-ups and entrepreneurship which so far, I have learned can be exhilarating, chaotic (in the best way), challenging but so rewarding, all at the same time!
What’s your role in immaculate®?
As Manager of Comms and Digital, my job, along with our team’s very own digital guru or more formally known as Head of Digital, Bronwen, is to be the voice of immaculate® and ensure our vision and values are translated into content that speaks to our community. Our aim is to build a brand that people genuinely want to be a part of. immaculate® isn’t just a drink, it’s a whole ethos.
What inspired you to get involved with immaculate®?
I am extremely lucky to have some incredible women mentors around me who gave me the opportunity to join them on this adventure of building immaculate®. For me, the importance of immaculate® is about giving people choice. As someone who is right in the heart of their 20’s, drinking, late nights, sore heads and guilty takeaways the next day seem like a bit of a given – and sometimes that’s okay.
But now, we’re seeing a shift into a more positive drinking culture, where there isn’t the pressure to drink alcohol in order to socialise. Or maybe you decide to have one drink, but for the rest of the night enjoy a refreshing immaculate® G&T, meaning you still have all the fun but skip the fuzzy head. The point is giving people a delicious alternative, so they have the choice. I’m passionate in emphasising that immaculate® can be enjoyed by everyone; by those embracing a sober lifestyle, those who are sober curious, those who want to go out but have an early Pilates class booked in the morning, or those just looking to create a more balanced healthy lifestyle for themselves.
What does “Cleaner Taste. Clearer Mind. Kinder Choice.” mean to you?
Cleaner taste to me means no nasties and guilt free. I know what I’m putting into my body and I can feel good about it.
Clearer mind means showing up for myself. It’s making conscious decisions that support how I want to feel and align with the lifestyle I want to live.
Kinder choice is knowing that as a consumer, we should be holding brands accountable. I know that by choosing immaculate® it means actively supporting a brand which is responsible in both people and planet, and gives back to charities to help the community.
What’s your biggest challenge and most memorable win so far?
Personally, my biggest challenge has been getting to grips with the whole process of launching a start-up. I am constantly learning how important it is to be able to adapt and expect the unexpected. The most memorable moment was seeing the cans for the first time in real life. That made things feel very real!
What’s your vision for the future of immaculate®?
My vision for the future of immaculate® would be a brand that’s instantly recognisable not just for the way it looks, but for how it makes people feel. I want immaculate® to be part of the new normal; a natural choice for anyone looking for balance, fun, and connection without the compromise. Whether it's stocked behind every bar or tucked into someone’s bag for a weekend away, I’d love to see immaculate® become the drink people reach for when they want something that feels good, tastes amazing, and fits effortlessly into their lifestyle.
Quick Fire Fun
1. Favourite immaculate® pour? Immaculate with lots of ice and a twist of lime.
2. Soundtrack on repeat? Anything from the shared playlist I have with my best friends. We add to it every time we find a new song we want to listen to together, and add all the songs that remind us of memories we’ve made from over the years.
3. Film comfort: Series are more my thing, and as a creature of habit, I can safely say I could recite the script of the on-screen adaptation of Sally Rooney’s “Normal People” from front to back.
4. Favourite ritual: A comfy couch, cosied in with my best friends, lots of nibbles, lots of laughter, and an immaculate® in my favourite glass.
5. Favourite quote: “What is for you, won’t go by you” – My very wise Mum.
