Spiritless

The three founders previously ran a brand agency called Old 502 in the hospitality and events industry in Louisville before launching Spiritless out of a desire to create a better-for-you cocktail option. The brand's first product launched in 2020 and remains central to the range, establishing the brand's focus on spirits-category alternatives built to function credibly in cocktail builds.

Production at Spiritless centres on a proprietary thermal extraction process: a full-volume spirit is distilled to full strength first, then the alcohol is removed through the same process. This approach, starting from a complete distillate rather than building from scratch without alcohol, informs the character of the finished product and is central to how the brand differentiates itself within the AF spirits category.

One distinctive aspect of Spiritless's positioning is its flexible usage model. Products are designed to work in two modes: as a full substitute for spirits in an entirely alcohol-free cocktail, or blended with a full-proof spirit at a 50/50 ratio to reduce the overall ABV of the drink. This makes the range relevant to both sober-curious drinkers abstaining entirely and those moderating their consumption rather than eliminating alcohol altogether.

The range covers non-alcoholic bourbon and tequila alternatives alongside a line of ready-to-drink canned cocktails. Spiritless is a woman-owned business and raised a $2.1 million seed funding round in early 2021, led by Loud Capital, to support distribution expansion and product development. The brand is available through specialist alcohol-free retailers and sits in the premium bracket of the AF spirits market.