Founder and Reformed Character

I had always been a fairly 'typical' drinker and had never given it much thought. From evening wine with dinner (see: 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 what it added to my life. Weekends wasted, and wasted weekends had become a recurring theme. Glorious days with friends in the sun, followed by a day in bed with the curtains closed and a lingering blue Monday. Something had to give. In 2018, 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.

Non-alcoholic drinks became a life saver for me without throwing my social life to the scrap heap, but the choices were few and far between.


If 1 in 3 18-24 year olds now don't drink at all – then where are the brands in this space leading the conversation. Lets face it – getting drunk is fun. So why are so many of us choosing not to do it anymore?


So I set out on a mission to create a range of bold botanical non-alcoholic drinks. All character – no compromise.

Bringing the conversation to the table.