The Founder of Free Spirits Reveals the Future of Drinking

What if you could enjoy the cocktail experience you love—without sacrificing the next day? In this episode of Pour Decisions, Dino Sarti sits down with Milan Martin, Founder & CEO of Free Spirits, to discuss the rise of non-alcoholic spirits, why most brands in the category have disappeared, and how Free Spirits has spent six years building one of the most recognizable names in mindful drinking. Milan shares his journey from a 25-year advertising career to launching a beverage brand, the lessons learned from surviving multiple near-death startup moments, and why the future of the category isn't just non-alcoholic drinks—it's giving consumers more control over how they drink. Whether you're sober-curious, a cocktail enthusiast, or a beverage entrepreneur, this conversation offers valuable insights into innovation, consumer behavior, and the evolution of drinking culture. ⏱️ Timestamps 00:00 Introduction & Meet Milan Martin 00:57 From Advertising Executive to Beverage Founder 02:11 The Problem That Inspired Free Spirits 03:45 Building a Brand in a Crowded Non-Alcoholic Category 04:04 Retail Placement Lessons & Shelf Strategy 05:06 Why Most Beverage Startups Fail 06:02 Improving Product Quality Through Constant Innovation 06:32 Making Non-Alcoholic Spirits That Drinkers Actually Enjoy 08:03 The Rise of Low-Alcohol Cocktails 09:27 Zebra Striping & Consumer Drinking Habits 10:15 Why Free Spirits Avoids the Anti-Alcohol Narrative 10:56 Retail Expansion & Where to Find Free Spirits 11:25 Final Thoughts This episode is sponsored by Kerry, where science and nutrition meet great taste. Kerry partners with leading brands to solve real-world challenges across flavor, functionality, nutrition, cost optimization, and sustainability—helping food and beverage companies create products consumers love. Learn more at: https://www.kerry.com #PourDecisionsPodcast #FreeSpirits #MilanMartin #NonAlcoholicDrinks #MindfulDrinking #BeverageIndustry #Entrepreneurship #StartupStory #LowAlcohol #CocktailCulture