Spiritless

The three co-founders, all mothers, began developing the concept in the late summer and early autumn of 2019, using a homemade still in a basement after pivoting from an event planning business. They had identified a gap in the bourbon market for an alcohol-free alternative, with the aim of producing a cocktail ingredient that anyone could enjoy.

Production uses a two-stage patented process: fractional extraction followed by reverse distillation, in which ethanol is separated from the distillate while flavour compounds are retained. The brand begins with high-proof neutral spirits mixed with oak chips and staves, and incorporates cinnamon into its whiskey. Spiritless developed the first reverse-distilled alcohol-free spirits made in America.

The range includes whiskey and tequila alternatives alongside ready-to-drink cocktails. Two of the brand's drinks have picked up awards. Spiritless is women-owned and targets conscientious cocktailers and the no-and-low community.

Since launch, the brand has moved its headquarters from Louisville to Austin, Texas, and operates blending and bottling facilities in Waco, Texas. Spiritless holds a national partnership with Four Seasons Hotels and a partnership with Drybar, and has been featured in Southern Living and O magazine, and on the Today Show.