About

Meet the Founder – Reformed Characters Unapologetically Alcohol Free

I had always been a 'typical' drinker and had never given it much thought. From evening wine with dinner (most dinners), to bottomless brunches and long boozy weekends with friends – alcohol was my go-to and a social elixir. As I approached my 30s, I began to question my relationship with booze and how much it was really adding to my life.

WEEKENDS WASTED, AND WASTED WEEKENDS HAD BECOME A RECURRING THEME. GLORIOUS DAYS WITH FRIENDS IN THE SUN, FOLLOWED BY CRIPPLING 3 DAY HANGOVERS – FILLED TO THE BRIM WITH ANXIETY.


SOMETHING HAD TO GIVE.

In 2019, I did my first 'Dry January' and decided to continue not drinking for 3 months. I couldn't believe how quickly my mental health improved, I felt less stressed and anxious, slept better, managed my work better, began exercising again and generally just felt alive again.
Alcohol free drinks became a life saver for me without having to throw my social life to the scrap heap – but the choices were few and far inbetween. I set out on a mission to create a bold and ballsy brand of alcohol free drinks – all character, no compromise.

UNAPOLOGETICALLY ALCOHOL-FREE

Throughout my taking a break from booze I had started calling myself a "Reformed Character" – the name immediately stuck in my head.

So I set out on a mission to create a range of authentically alcohol free drinks.

A BRAND WHICH ACTUALLY CARES ABOUT THE REASONS WHY SO MANY PEOPLE ARE CUTTING BACK ON BOOZE.

NATURALLY BOLD BOTANICALS, LOW CALORIE, LOW SUGAR – ALL CHARACTER, NO COMPROMISE.

DANIEL HINDE (FOUNDER & REFORMED CHARACTER)