Mindy Gray started her nonalcoholic beverage line, Coves, to honor her brother Jeremy Cover. Photos: Chris Emeott
Mindy Gray honors her family with the launch of her nonalcoholic drink line.
Mindy Gray easily recalls her fond memories of sitting in the back seat of a wood-paneled station wagon during the annual Cover family road trips. They went west to California, south to Florida and everywhere in between. The family of five would all load into the now treasured station wagon with mom and dad in the front seat, and the kids, Lisa, Mindy and Jeremy, in the back seats. Sometimes, even grandma would join the fun and sit in the back with the kids—with Jeremy capturing the fun spirit with silly pranks and jokes.
“On one of our trips, my grandma was his target. He gave her prank gum that made her mouth turn black, and he made us promise not to say anything,” Gray says. “He engaged her in conversation every chance he got so that everyone could see her black teeth. We laughed all day, and she had no idea why. She didn’t realize it until the end of the day.”
Along the way to their destination, they often stopped to eat sandwiches at rest stops and always searched for their favorite treats at the local gas stations. “Jeremy would always look for the craziest beverages he could find. To this day, we still seek out his favorite find, Nehi peach soda,” Gray says, noting that Jeremy’s love for unique beverages is what inspired her to create her own brand down the line.
The two flavors currently available, Juicy Pineapple with a Hint of Lime and Sweet Strawberry with a Hint of Lime, are bound to make your tastebuds jump for joy. Each is considered a perfect balance of sweet and tangy. If you are looking for a sip of Coves, visit drinkcoves.com.
Prior to beginning her business, in 2019, all three siblings were grown with careers, families and traditions of their own, staying close to home living in Woodbury and Stillwater. That summer, the Cover family decided to do one more vacation with just the family of five. Gray’s mother, Linda, had always wanted to go to Sicily—so to Sicily they went. “Sicily was a sentimental trip. It was the first and only time as adults that just my siblings and parents took a trip together,” Gray says. “… [It] was an amazing time to reconnect and bring us back to our childhood. We were packed in one car with my dad driving, and we went right back to our childhood routines, making fun of each other and making each other laugh.”
Not long after, the Cover family experienced a devastating loss when Jeremy passed away in February 2020. “Less than a year later, my brother was gone. I cherish the fact that we had that one last opportunity to spend quality time together,” Gray says.
Jeremy Cover, lovingly known as JT Coves to friends and family. Photo: Mindy Gray
“In the wake of my unexpected loss in 2020, when my vibrant 40-year-old brother’s life was tragically cut short, it ignited a profound desire in me to pay homage to his memory and to finally embark on a journey that has been simmering in my heart,” Gray says.
On February 21, 2021, Gray embarked on that journey by creating Coves: a spirit-free refresher beverage business named for her late brother, who’s nickname was JT Coves. She worked every night and all day on Fridays during the summer to make her dreams come true. Leaning on her local roots and teaming up with her personal and professional connections, Gray launched two flavors, Sweet Strawberry and Juicy Pineapple, on what would have been Jeremy’s 45th birthday. “I’m channeling Jeremy when I do tastings because he would just love them, and they just aren’t my thing,” Gray says. “Jeremy was also known to his friends as ‘Largee’ because his personality was larger than life. I think he was born to make people happy; he just loved to make people laugh.”
As Gray continues to grow the business and make a footprint in the nonalcoholic craft beverage industry, she is laser focused on her main goal with the products. “I want to make a difference in mental health support” Gray says. One percent of proceeds from each purchase is dedicated to supporting mental health awareness. “Anxiety and depression hits everybody at some point, and there is still so much to be done,” Gray says. “We are committed to making a positive impact on improved research, awareness, resources and care.”
Every aspect of the drink is dedicated to her brother—even the design of the can, which sports a small purple butterfly to represent her brother’s favorite Minnesota Vikings jersey he frequently wore. “This beverage is not just a libation; it’s a testament to love, remembrance and the commitment to making a positive impact,” Gray says. “With every sip of Coves, I am dedicated to ensuring that my brother’s legacy lives on.”
Gray’s goal for Jeremy’s next birthday (and all his birthdays thereafter) is to release a new, fun flavor refresher, honoring his legacy of joy.
Coves
Facebook: Drink Coves
Instagram: @drinkcoves
