Monday

Getting the first product to market wasn't straightforward. The founders approached around 85 distilleries before finding a manufacturing partner willing to work with them. They funded initial production through Kickstarter, hitting their target in two days, and later raised over a million dollars through Republic's equity crowdfunding platform, picking up more than a thousand individual shareholders along the way.

The range covers three spirits: a Zero Alcohol Gin, a Zero Alcohol Whiskey, and a Zero Alcohol Mezcal. All are 0.0% ABV, bottled at 750ml, and priced at the premium end of the non-alcoholic category. The gin is the flagship and the most established of the three, with the whiskey and mezcal following as the brand grew. Each is formulated to hold up in classic cocktails rather than being sipped straight, which shapes how the flavour profiles are built.

Monday leans heavily into the presentation. The packaging takes cues from Art Deco design and is deliberately shelf-competitive with conventional spirits, which matters when you're trying to move non-alcoholic bottles out of the health food aisle and into the main spirits section. It's a brand that has always been as much about normalising the category as selling specific products.

Distribution is primarily across the United States, through the brand's own direct-to-consumer site and a growing number of retail and hospitality partners. UK availability is limited, and Monday does not appear to have a significant presence in British retail at the time of writing.