Monday

Boyd and Acott started Monday after finding that zero-proof spirits available at the time fell short in cocktail applications. Getting the first product to market required finding the right manufacturing partner: the brand settled on R6 Distillery in Southern California, with the distillery's founder and head distiller Rob Rubens involved in the original gin formulation. A whiskey matured in white oak followed, then a mezcal that rounded out the range into agave spirit territory.

The brand's early commercial performance attracted significant attention. A Kickstarter campaign for the gin hit its funding target in two days against a 30-day timeline. Monday subsequently raised over $858,000 through the Republic equity crowdfunding platform, attracting 1,366 individual investors. Monday Gin achieved $1.38 million in sales in its first nine months on the market.

All three spirits are bottled at 750ml and carry a 0.0% ABV rating, placing Monday at the fully zero-proof end of the AF spirits market rather than in the 0.5% category common in brewed alcohol-free products. The packaging draws on Art Deco design, positioning Monday visually alongside conventional spirits on the shelf rather than in the health and wellness aisle. That aesthetic choice reflects the brand's intent: to appeal to Dry January participants and sober-curious drinkers who want a spirit that performs credibly in cocktails, not just a category substitute.

Monday is distributed primarily across the United States, available through the brand's own direct-to-consumer channel and retail partners, with international availability through specialist alcohol-free retailers.