Some businesses begin with a detailed business plan. Others begin with a simple conversation between friends.
For Stefan Di Benedetto, founder of SoBabé, the world’s first limoncello spritz in a can, the journey started during COVID while making homemade limoncello and sharing drinks with friends on a balcony. What began as a side project quickly became something much bigger.
In this episode of Dining Room Stories, Stefan shares the path from construction management to launching a beverage brand that has captured attention across Australia and beyond. His story is a reminder that innovation does not always mean creating something entirely new. Sometimes it means looking at a tradition through a different lens.
Growing up in an Italian family, limoncello was already part of Stefan’s life. It represented family gatherings, shared memories, and the rituals many Italian households know well. Rather than changing that heritage, he saw an opportunity to present it in a way that would appeal to a new generation of consumers.
What followed was a three-year process of experimentation, research, product development, branding, and persistence. Working nights and weekends while holding a full-time job, Stefan and his team transformed an idea into a product that would eventually find its way into major retailers, airlines, bars, and restaurants.
One of the most compelling parts of the conversation is Stefan’s honesty about the realities of entrepreneurship. Behind the colourful branding and rapid growth are years of uncertainty, rejected trademarks, cash flow challenges, and countless hours spent building relationships. His approach is refreshingly straightforward: success comes from persistence, consistency, and showing up when others stop.
The discussion also explores a broader theme that resonates strongly with many hospitality operators and business owners. How do you honour tradition while embracing innovation?
For Stefan, the answer is not about replacing the past. It is about respecting its foundations while creating something relevant for today’s market. That philosophy has helped SoBabé carve out its own place in a competitive industry while staying connected to the Italian culture that inspired it.
Beyond the business lessons, the episode highlights the importance of community, family values, and the people who support entrepreneurs behind the scenes. Stefan speaks openly about the sacrifices required to grow a business, the support of long-term relationships, and the responsibility he feels to create opportunities for others as the company expands.
It is a conversation filled with practical insights, personal reflections, and a genuine appreciation for the traditions that continue to shape modern hospitality.
For anyone interested in entrepreneurship, branding, hospitality, or the evolving relationship between tradition and innovation, this episode offers plenty to take away.
For more conversations exploring the people behind hospitality businesses, explore other stories on Dining Room Stories, including our feature with Fabio Magliano and Cinzia Buono, who share their journey of building an Italian hospitality business from the ground up and the values that continue to guide their success today.
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