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Founder Feature: Alison Dinerstein

“It’s 5 o’clock in this box.” Kinda makes you want to open it up, doesn’t it? 

Alison Dinerstein, founder of The 5 O'Clock Box, hopes so. 

“Our cocktail kits include everything you need to make EIGHT cocktails. You just add the spirit. Three all-natural ingredients, three steps, and the simplest recipe to follow. You don't need a slew of equipment and mixers. We provide the theater of crafting cocktails without the drama of cleanup,” she explained

Letting your inner mixologist shine is part of what inspired Alison to found her company. 

“All I knew is that people were desperate to be the best hosts and hostesses that they could be and we wanted to help them get to that place where they felt confident to entertain the ones they love,” she recalled.

A lot of female founders cite becoming a mom as a driving force to create better snack foods, safer shampoos, what-have-you. For Alison, parenthood was part of her entrepreneurial journey, but not in quite the same way (after all, there really is no such thing as a better gin and tonic - for a five-year-old!). 

“I don't know if anything prepares you for entrepreneurship. It's kind of like parenthood. Every day you’re flying by the seat of your pants. Nothing is a shock after being a parent. HA!” 

Alison shared the best advice she’s received with us. “Follow your gut. You know deep down what feels right or wrong. Check your ego at the door. Making big decisions takes confidence and means being okay about taking a hit if you make a mistake. You have to accept the fact that you might be wrong. The good thing about mistakes is that you learn from them.”

We’ll drink to that!


Katelyn Murphy-McCarthy

Katelyn is a writer and editor specializing in creative nonfiction. She comes from a long line of entrepreneurs, and loves hearing and sharing the stories of women who are making a difference.
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