Non-alcoholic spirits are built for adults who still want an evening drink with texture and ritual. The category includes distilled options like Seedlip and Lyre's, aperitif-style cans from De Soi and Ghia, functional drinks like Kin Euphorics, and newer names such as Ritual Zero Proof, Haus, Three Spirit, and Almave. Their ads show how brands reframe not drinking as a positive choice instead of a sacrifice. Studying them reveals the language of sophistication, wellness, and social occasion used to win over curious drinkers.
Almave is the world's first super-premium distilled non-alcoholic blue agave spirit, launched October 2023 by seven-time Formula One champion Lewis Hamilton and Casa Lumbre co-founder and master distiller Iván Saldaña. The product is made from 100% blue Weber agave grown in the same region as tequila, processed identically except that fermentation — the step that creates alcohol — is skipped. Almave launched with two expressions: Ámbar (for sipping, $39.99/700ml) and Blanco (for mixing, $35.99/700ml). In 2025, Casa Lumbre and Hamilton expanded the line with Almave Humo, a non-alcoholic mezcal alternative. The brand sits at the intersection of the global sober-curious movement and Hamilton's personal wellness-focused lifestyle, giving it credibility both in the premium spirits channel and among health-conscious consumers. Casa Lumbre, which also produces Mijenta tequila and Montelobos mezcal, provides world-class production infrastructure.
Botivo was founded in 2021 by Sam Paget Steavenson — who created the drinks served at the 2018 Royal Wedding — and Imme Ermgassen. The alcohol-free aperitif is made from five raw ingredients including apple cider vinegar and wormwood, hand-blended in small batches at Lannock Farm over more than a year. It has won critical acclaim as one of the UK's finest NA alternatives.
De Soi is an LA-based non-alcoholic sparkling aperitif co-founded in 2022 by Katy Perry and winemaker Morgan McLachlan. Each can contains adaptogens (ashwagandha, L-theanine, lion's mane) and natural botanicals, positioned as a sophisticated wine alternative for the sober-curious. The Katy Perry co-founder story drove significant launch press coverage.
Ghia is a New York-based non-alcoholic aperitif founded in 2020 by Melanie Masarin (former Glossier). It uses a Mediterranean botanical formula — gentian, yuzu, rosemary — and a minimalist can design that earned it Vogue, WSJ, and New York Times coverage at launch. Available DTC, at Whole Foods, Erewhon, and Total Wine.
Haus is a Sonoma-based low-ABV aperitif brand co-founded in 2019 by Helena Price Hambrecht and Woody Hambrecht. It built 100K+ email subscribers via referral before launch and pioneered the US DTC aperitif category. After Constellation Brands withdrew a $10M funding round in 2022, Haus nearly shuttered but was acquired by CPG incubator The Naked Market and resumed operations.
Hiyo is an organic social tonic brand founded in 2021 in Venice, California by Evan Quinn (CEO), George Youmans (CRO), and Cygne Cooper (CBO). The brand grew from a personal mission: in April 2019, Quinn and Youmans each had family members hospitalized for alcohol-related issues, leading both to cut back on drinking and eventually to create a functional beverage that could replace alcohol's social role. Hiyo's drinks are formulated with natural adaptogens, nootropics, and functional botanicals to support mood and social ease without intoxication. The brand built its following through sustained TikTok community engagement before securing major retail partnerships including a Live Nation venue deal — making Hiyo available at concerts and events — and expanding into Costco and nationwide Target in 2026. The brand's authentic founding story and community-first growth model distinguish it in a category increasingly populated by VC-backed launches.
Kin Euphorics is a New York-based nootropic and adaptogen NA drink brand co-founded in 2018 by Jen Batchelor with supermodel Bella Hadid as investor and creative collaborator. Designed for social occasions — bars, parties, dinner — as an alcohol alternative. Available at DTC, Whole Foods, and Erewhon. Also searched as Kin.
Lyre's was founded in 2019 by Australians Mark Livings and Carl Hartmann and is headquartered in London. The brand offers over 14 non-alcoholic spirit alternatives — from bourbon to amaretto — named after the Australian lyrebird's mimicry ability. It has become the world's largest NA spirits range with distribution in over 60 countries and offices in London, Sydney, New York, Singapore and Amsterdam.
Monday Distillery is a food and beverage brand producing non-alcoholic spirits designed as alternatives to traditional gin and other liquors. The Australian brand sells direct-to-consumer and through retail, advertising via Meta placements to health-conscious and sober-curious drinkers.
Naked Life Non-Alcoholic Spirits is a Melbourne-founded brand established in 2019 by David Andrew. Positioned as Australia's top-selling non-alcoholic RTD cocktail brand, it sells through its own DTC website and major supermarkets including Woolworths. The brand has expanded to the US through a distribution deal with Molson Coors. Also searched as Naked.
Pamos is a California-born premium cannabis cocktail brand founded in 2021 by David Mukpo. Offering non-alcoholic THC and CBD spirits and ready-to-drink cocktails in 2mg, 5mg, and 10mg dosing tiers, Pamos distributes through traditional alcohol retail channels including Total Wine and Spec's—a first for hemp cannabis beverages.
Punchy was founded in London in 2018 by Paddy Cavanagh-Butler and Charlie Hobhouse. The brand creates ready-to-serve cocktail mixers and low-ABV canned cocktails, targeting health-conscious social drinkers who want a sophisticated drink without full-strength alcohol. Known for rum-punch origins in 4% and 0% ABV variants.
Ritual Zero Proof is a Chicago-based non-alcoholic spirit alternative brand co-founded in 2019 by Marcus Sakey, GG Sakey, and David Crooch. It produces 1:1 NA replacements for whiskey, gin, tequila, and rum designed to swap directly into any cocktail recipe. Diageo invested via Distill Ventures; the brand is distributed at Target, Whole Foods, and Total Wine. Also searched as Ritual.
Seedlip is a London-based non-alcoholic spirit brand founded in 2015 by Ben Branson. Inspired by a 1651 distillation book, Branson created the world's first distilled NA spirit. It sold out of its first 1,000 Selfridges bottles in three weeks. Diageo invested via Distill Ventures and later acquired the brand, which operates across 25+ countries.
Three Spirit is a London-based non-alcoholic botanical spirits brand founded in 2018 by a team of plant scientists and world-class bartenders. The brand launched three core expressions — Livener, Social Elixir, and Nightcap — each designed to deliver a specific functional mood shift through maximally potent botanical extraction: adaptogens, nootropics, herbs, distillates, and ferments. Three Spirit established its US presence in 2021 and became the prestige choice for cocktail-savvy sober-curious consumers in upscale bars and restaurants. The brand received multiple major industry awards including Great Taste stars, a double gold at the San Francisco World Spirits Competition for Nightcap, and IWSC No & Low Producer of the Year 2022 with three gold medals. In October 2025, Three Spirit was acquired by Amber Beverage Group, a Latvian spirits and beverage conglomerate, giving the brand significant international distribution infrastructure. Also searched as Three.
The central move is positive reframing. Ads avoid sounding like a replacement for something lost and present the drink as a better evening. Visuals borrow from cocktail culture: glassware, garnish, golden-hour tables, and dinner party scenes. Brands separate by promise. Seedlip and Lyre's speak to cocktail lovers and bars who want distilled or spirit-style flavor. De Soi and Ghia lean on aperitif elegance and design. De Soi adds adaptogens, while Kin Euphorics positions around mood and social occasions with nootropics and adaptogens. Ritual Zero Proof speaks to people who want familiar spirit alternatives. Wellness language is common, but strong brands balance it with taste. Packaging aesthetics play a major role, since minimal cans and bottles photograph well and signal a premium experience. Offers include sampler packs, bundles, and first-order discounts, which help new buyers try a category they may doubt. Creative often includes cocktail recipes and pairing ideas, turning ads into small pieces of useful content and answering the question of how to actually use the product.
Identify the occasion first. Is the ad about a weeknight wind-down, a dinner party, a dry month, or a night out? Occasion tells you who the brand believes its buyer is and when it wants to be remembered. Note the vocabulary. Some brands say alcohol-free, some say zero proof, some avoid the topic and talk about taste, calm, or botanicals. Compare how directly they mention alcohol and who they appear to be speaking to. Examine proof of taste. Skeptical buyers worry these drinks taste thin. Look at how brands answer with ingredient stories, bartender endorsement, or recipe content. Almave and Haus show different approaches to authenticity and craft, and Monday Distillery and Botivo add further variety in tone. Finally, study the format split. Cans for aperitifs and bottles for cocktails suggest different shopping behavior. Hiyo and Punchy show the ready-to-drink and flavored sides of the category. Use these differences to find an angle that other brands are not already occupying.
They present alcohol-free drinking as a positive choice, using cocktail-style visuals, botanical flavor stories, and refined packaging. Seedlip and Ghia lean on sophistication, while Kin Euphorics adds mood and wellness. The brand grid on this page links to each advertiser, so you can check their current and past ads and note which angles they keep returning to.
De Soi and Kin Euphorics both include adaptogens in their drinks and market them as elevated alternatives to alcohol. Their ads blend taste with a calm or social-mood promise. Reviewing several of these advertisers together makes the pattern easier to spot, because repeated hooks and formats stand out across brands.
They use cocktail recipes, bartender and ingredient stories, sampler packs, and first-order offers. Lyre's and Seedlip show how a strong flavor and craft narrative eases doubts about taste. Comparing a handful of these brands in AdLibrary helps you separate what is common in the category from what only one advertiser is trying.
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