This evening, we had the privilege of welcoming Moa Gürbüzer, Founder and CEO of Oddbird, who shared her powerful story and mission to redefine society’s relationship with alcohol.
With over two decades of experience as a social worker and family therapist, Moa witnessed firsthand the devastating effects of alcohol on families—particularly the 400,000 children in Sweden living in fear due to alcohol-dependent parents. This experience fueled her ambition to create change, not only by offering high-quality alcohol-free beverages but by challenging deep-seated societal norms.
Moa emphasized the urgent need to shift the perception of alcohol in social settings. Today, drinking is often seen as a given when celebrating, and those who abstain are expected to justify their choice. Her vision is to normalize the question: “Would you like alcohol or alcohol-free?”—ensuring that choosing not to drink is just as accepted as drinking.
Her mission with Oddbird is twofold:
- Remove the stigma—no one should feel the need to explain why they are not drinking.
- Increase tolerance for alcohol-free choices—making it socially expected, rather than unusual, to opt out of alcohol.
Beyond building a business, Moa is leading a social movement. She saw firsthand the harm caused by alcohol and wanted the industry to take responsibility for its societal impact. Realizing that change wouldn’t come from within the industry, she decided to challenge the status quo by creating Oddbird—offering high-quality alcohol-free alternatives and working to shift societal norms around drinking.
Moa left us with a sobering fact: In Sweden, approximately 2,200 people die each year due to alcohol-related causes, according to Folkhälsomyndigheten. A broader estimate suggests that the total number of deaths where alcohol plays a significant role is around 4,500 annually. On a global scale, the impact is even more severe—in the WHO European Region alone, around 800 people die every day from alcohol-related causes.
Her work is not just about offering alternatives—it’s about changing mindsets, shifting norms, and creating a future where not drinking is seen as just as normal as drinking.
Supporting Female Entrepreneurs – A Key Discussion
During the evening, we also discussed how we, as consumers, can support female entrepreneurs through our everyday choices. A simple but impactful question can be: Does this hotel, restaurant, or store source products—whether it’s soap, food, or beverages—from a female-led company?
One idea raised was the introduction of a certification to highlight businesses that actively support female entrepreneurs. We also explored the role of financial institutions in bridging the gender gap in funding. Today, only 1% of venture capital goes to female-led businesses—could we push for a minimum of 5%?
This discussion reinforced the power of conscious consumption and the potential for systemic change when individuals and businesses take responsibility.
Established in 2013, Kvinnokapital is the leading network for women in asset management in the Nordics, boasting over 400 members in various roles within asset management and beyond. Since September 2019, Kvinnokapital has been registered as a non-profit organization in Sweden.