Spiritless
Spiritless is a women-founded beverage company that produces distilled non-alcoholic spirits and ready-to-drink cocktails using a proprietary reverse distillation process, targeting health-conscious and sober-curious adults in the United States.
- Company typePrivate
- Founded2020
- HeadquartersAustin, United States
- Headcount51–100
- GTM typeB2C
- OfferingHardware or Manufacturing
What Spiritless does
Spiritless, Inc. is a women-founded, Delaware-incorporated beverage company that produces distilled non-alcoholic spirits and ready-to-drink cocktails. Founded in 2020 by Lauren Chitwood (CEO), Abbey Ferguson (CRO), and Lexie Lancaster Larsen (COO), the company is headquartered in Austin, Texas, with operating roots in Louisville, Kentucky ("Bourbon Country"). Its target customers are health-conscious adults aged 25–45 and the broader "sober curious" demographic — consumers seeking sophisticated alcohol alternatives that preserve the social cocktail experience without the calories, next-day effects, or health concerns of full-proof spirits.
The company's core technology is a proprietary reverse distillation process that begins with full-proof neutral grain spirit, applies thermal extraction (heat and pressure modulation with hand-selected American oak) to simulate multi-year barrel aging in hours, then removes ethanol while retaining oils, tannins, and micro-ingredients (heads and tails) that provide authentic mouthfeel. The recovered ethanol is repurposed as a "regenerative ingredient" for subsequent batches. Flagship distilled products include Kentucky 74 (non-alcoholic bourbon, launched 2020), Kentucky 74 SPICED (cinnamon whiskey, 2022), and Jalisco 55 (non-alcoholic tequila). Pre-mixed pour-over canned cocktails — Old Fashioned, Margarita, and the 2025-launched Espresso Martini — extend the brand into ready-to-drink formats. All SKUs are vegan, allergen-free, contain under 0.5% ABV, and deliver 10–15 calories per serving.
The business operates a hybrid go-to-market model. Direct-to-consumer e-commerce on Shopify (spiritless.com) is the primary channel, with Recharge-powered subscriptions (approximately 10% off), multi-pack and bundle discounts, and a 15% first-order code. Wholesale runs through Faire and Airgoods marketplaces plus direct distributor relationships across nearly all 50 US states, with case-pack logistics (six bottles for glass spirits, 24 cans for RTD). Amazon provides a secondary online marketplace. Products are priced $29.99–$49.99 per unit. External capital has been pursued through an SEC Form D exempt securities offering targeting $10 million, with roughly $4 million raised as of August 2023, and a "2% for the Girls" social-impact partnership with Step Up. The company employs 51–100 people and operates as a private, independent entity with no parent company.
Spiritless firmographics
Firmographics- Name
- Spiritless
- Legal name
- Spiritless, Inc.
- Website
- https://spiritless.com
- Company type
- Private
- Founded year
- 2020
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Spiritless is a women-founded beverage company that produces distilled non-alcoholic spirits and ready-to-drink cocktails using a proprietary reverse distillation process, targeting health-conscious and sober-curious adults in the United States.
- Ownership category
- akta.pro rank
Spiritless industry classification
Industry- Product category
- Non-Alcoholic Spirits
- NAICS
- Beverage Manufacturing (3121), Distilleries (31214)
- SIC
- Beverages (2080)
- akta.pro primary industry
- Alcohol-Free & Low-Alcohol Beer/Wine/Spirits Production (AFAFAAAJ)
- akta.pro secondary industry
- Cocktail Mixes & Alcoholic Beverage Bases (non-alcoholic mixers, RTD spirit bases) (AFAFAGAH)
Keywords
Where Spiritless is headquartered
LocationHeadquarters
- HQ city
- Austin
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Spiritless business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D
Revenue model
- Direct-to-Consumer E-commerce: Products sold directly through spiritless.com website. Customers can purchase individual bottles, multi-packs, and bundles. Subscription options available through Recharge for recurring orders with discount pricing.
- Wholesale Distribution: Products sold through wholesale platforms Faire and Airgoods. Distributed through distributor relationships in nearly all 50 US states. Sold in cases of 6 for glass spirits and cases of 24 for canned cocktails.
- SEC Exempt Securities Offering: Company conducted an exempt securities offering targeting $10 million with $3,999,994 already sold, involving equity, pooled investment fund interests, and other securities.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Kentucky 74 Non-Alcoholic Bourbon - Single bottle |
| Unit Pricing | Pay-as-you-go | Kentucky 74 Non-Alcoholic Bourbon - Multi-pack |
| Unit Pricing | Pay-as-you-go | Kentucky 74 SPICED Non-Alcoholic Cinnamon Whiskey |
| Unit Pricing | Pay-as-you-go | Espresso Martini Pour & Share Cocktail |
| Unit Pricing | Pay-as-you-go | Old Fashioned Pre-Mixed Pour-Over Cans |
| Unit Pricing | Pay-as-you-go | Margarita Pre-Mixed Pour-Over Cans |
| Unit Pricing | Pay-as-you-go | Old Kentucky Special Bundle |
| Unit Pricing | Pay-as-you-go | Kentucky 74 + Kentucky 74 SPICED Bundle |
Go-to-market motion2 records
Distribution channels5 records
Marketing channels7 records
Spiritless product offering
Product offeringCore offering
Spiritless manufactures and sells distilled non-alcoholic spirits and pre-mixed ready-to-drink canned cocktails. The company uses a proprietary reverse distillation process that starts with full-proof neutral grain spirit, simulates oak barrel aging, then removes ethanol while retaining flavor oils and tannins. Core products include non-alcoholic bourbon (Kentucky 74), cinnamon whiskey (Kentucky 74 SPICED), non-alcoholic tequila (Jalisco 55), and pour-over canned cocktails (Old Fashioned, Margarita, Espresso Martini).
Product overview
Spiritless is a women-owned non-alcoholic spirits company offering distilled non-alcoholic spirits and ready-to-drink cocktails. The core portfolio consists of two flagship distilled spirits—Kentucky 74 (non-alcoholic bourbon) and Kentucky 74 SPICED (cinnamon whiskey)—both produced using a proprietary reverse distillation process that starts with full-proof neutral grain spirit, extracts flavor through oak maturation, then removes alcohol while retaining oils and tannins. These core spirits serve as the base for two pre-mixed pour-over canned cocktail lines: Old Fashioned (Kentucky 74 with Chai and orange) and Margarita (Jalisco 55 tequila with lime and salt). The company also launched an Espresso Martini Pour & Share in 2025 made with real brewed coffee. Products are sold individually, in multi-packs, or as themed bundles. All products are vegan, allergen-free, and contain less than 0.5% ABV, with approximately 10-15 calories per serving. Distribution spans nearly all 50 US states through distributor relationships and direct-to-consumer via spiritless.com.
Differentiator
Problem solved
Functional benefit
Brands
- Kentucky 74: Award-winning distilled non-alcoholic bourbon whiskey, the company's flagship product.
- Kentucky 74 SPICED
- Pour-Over Cocktails
- Espresso Martini
Products and services
- Kentucky 74 Flagship distilled non-alcoholic bourbon crafted using a proprietary reverse distillation process. Delivers notes of caramel, vanilla, and oak with a smooth finish. Contains 15 calories per 2oz serving, is vegan, gluten-free, and keto-friendly. Available in 700ml bottles.
- Kentucky 74 SPICED Distilled non-alcoholic cinnamon whiskey featuring all classic Kentucky 74 flavor plus extra cinnamon bite and baking spices. Provides woodsy cinnamon warmth with oak and smoke undertones. Contains 30 calories per 2oz serving. Priced at $35.99 for 700ml bottle.
- Jalisco 55 Award-winning non-alcoholic tequila alternative featuring notes of citrus, fresh sweet mint, and cinnamon to replicate reposado-style agave spirit. Serves as the base for the Margarita Pour-Over Cocktail. Name references Jalisco state (Mexico's tequila region) and 55 (incorporation number).
- Old Fashioned Pour-Over Cocktail Pre-mixed ready-to-drink non-alcoholic Old Fashioned in pour-over cans. Made with Kentucky 74 bourbon, all-natural cane sugar, Chai spice, and orange zest. Contains less than 0.5% ABV. Sold as 12-pack of 250ml cans at $47.99 (45 calories per can).
- Margarita Pour-Over Cocktail Pre-mixed ready-to-drink non-alcoholic Margarita in pour-over cans. Made with Jalisco 55 non-alcoholic tequila, cane sugar, fresh lime juice, and salt. Contains less than 0.5% ABV. Sold as 12-pack of 250ml cans at $47.99 (80 calories per can).
- Espresso Martini Pour & Share Cocktail Pour & share espresso martini cocktail made with real brewed coffee. Contains 38mg caffeine per serving, 35 calories per serving, and less than 0.5% ABV. Available as 700ml bottle at $29.99 (subscription price $26.99).
- Old Kentucky Special Bundle Gift bundle containing one 700ml bottle of Kentucky 74 bourbon and one 4-pack of Old Fashioned Pour-Over Cans. Priced at $49.99.
- Spiritless Barrel + Bean Bundle Bundle pairing Kentucky 74 bourbon with Espresso Martini for the whiskey and coffee enthusiast. Priced at $59.99 (regularly $65.98).
- Kentucky 74 + Kentucky 74 SPICED Bundle Bundle containing one bottle each of Kentucky 74 bourbon and Kentucky 74 SPICED cinnamon whiskey. Priced at $65.99 (regularly $71.98).
- The Classics Bundle Bundle featuring Kentucky 74 bourbon, Old Fashioned pour-over cans, and Margarita pour-over cans for a complete non-alcoholic cocktail experience.
Quantifiable outcome
- 95%+ customer recommendation rate based on verified reviews
- +3 more outcomes
Companies that use Spiritless
Customer profileNamed customers4 records
Segments4 records
Ideal customer profiles4 records
Spiritless technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Spiritless partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core.
- Step UpcoreThrough the '2% for the Girls' initiative, Spiritless partners with Step Up to donate up to 2% of sales to nonprofits fostering entrepreneurialism, mentoring, and leadership development among young women. Step Up propels girls from under-resourced communities to become confident, college-bound, career-focused professionals.
- FairecoreWholesale platform enabling Spiritless products to reach independent retailers and boutiques across the United States.
- AirgoodscoreWholesale distribution platform for Spiritless products to retail partners.
Scale indicators4 records
Recent moves6 records
Expansion highlights5 records
Spiritless competitors and assessment
Company assessmentEmerging players
- Optimist Botanicals: Optimist Botanicals produces non-alcoholic botanical spirit alternatives targeting cocktail enthusiasts. Direct peer in the NA distilled-spirits category, with comparable premium positioning and overlapping sober-curious customer base, though smaller in scale and distribution than Spiritless.
- Kin Euphorics: Kin Euphorics produces non-alcoholic functional beverages positioned for social drinking and relaxation, with broad retail and DTC distribution. Partial overlap with Spiritless on the sober-curious target segment, but Kin's positioning is functional/wellness-forward rather than distilled-spirit-substitute.
- De Soi: De Soi produces non-alcoholic functional aperitifs and sparkling drinks (founded by Katy Perry and Morgan McLachlan). Targets the same sober-curious and health-conscious adult demographic as Spiritless, with overlapping retail and DTC channels, but focused on aperitifs/functional beverages rather than distilled-spirit alternatives.
- Ghia: Ghia is a fast-growing non-alcoholic aperitif brand targeting the same sober-curious, social-occasion consumer as Spiritless, with overlapping marketing channels and brand aesthetic. Partial overlap: Ghia is an aperitif, not a distilled spirit, so it competes for the same drinking-occasion wallet share rather than substituting in cocktails directly.
Direct peers
- Seedlip: Seedlip pioneered the non-alcoholic distilled spirits category in 2015 with pea- and hay-based 'spirit' alternatives. Acquired by Diageo in 2018, it competes directly with Spiritless for the same cocktail-occasion consumer and serves as the category benchmark for premium positioning and on-premise placement.
- Lyre's Spirit Co. Lyre's is the largest independent non-alcoholic spirits brand globally, offering a broad portfolio of zero-proof gin, whiskey, rum, tequila, and amaro alternatives. Direct head-to-head competitor to Spiritless in the non-alcoholic distilled spirits category, with similar target customer (sober-curious adults) and DTC-plus-retail distribution model.
- ISH Spirits: ISH produces non-alcoholic wine and spirits alternatives with a focus on European distribution and sustainability. Direct peer in the non-alcoholic spirits category, with comparable product range (NA gin, rum, whiskey alternatives) and overlapping sober-curious target market.
- Aplós: Aplós makes non-alcoholic hemp-infused and traditional spirit alternatives positioned for functional and social drinking. Direct peer in the NA distilled-spirits category, with comparable DTC-plus-retail distribution and similar premium price positioning ($35-45 per bottle).
- Drink Monday (Monday Distillery): Drink Monday produces non-alcoholic gin, whiskey, and tequila alternatives and is the most cited peer in Spiritless's own SEC filing context (raised $898K from community investors). Direct head-to-head competitor with comparable price points and DTC model, targeting the same sober-curious and health-conscious adult segments.
Broad incumbents
- Athletic Brewing Co. Athletic Brewing is the dominant non-alcoholic beer brand in the US and validates the broader non-alcoholic adult beverage category. While not a spirits peer, it competes for the same sober-curious consumer wallet share, demonstrates the national distribution scale Spiritless aspires to, and is the canonical success case for the NA adult beverage thesis.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
Spiritless social profiles
Digital presenceSpiritless financial estimates
Financial estimateRevenue estimate
Valuation estimate
Spiritless leadership team
Management profileNumber of profiles
Profiles3 records
Spiritless funding detail
Funding detailFunding overview
Funding rounds2 records
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Spiritless M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Spiritless
What does Spiritless do?
Spiritless manufactures and sells distilled non-alcoholic spirits and pre-mixed ready-to-drink canned cocktails. The company uses a proprietary reverse distillation process that starts with full-proof neutral grain spirit, simulates oak barrel aging, then removes ethanol while retaining flavor oils and tannins. Core products include non-alcoholic bourbon (Kentucky 74), cinnamon whiskey (Kentucky 74 SPICED), non-alcoholic tequila (Jalisco 55), and pour-over canned cocktails (Old Fashioned, Margarita, Espresso Martini).
Is Spiritless a public or private company?
Spiritless is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Spiritless founded?
Spiritless was founded in 2020. It employs 51 to 100 people.
Where is Spiritless based?
Spiritless is headquartered in Austin, United States, in the North America region.
How does Spiritless make money?
Three revenue lines are on record. Direct-to-Consumer E-commerce is the primary driver. The others are wholesale Distribution and SEC Exempt Securities Offering.
Who are Spiritless's main competitors?
Emerging players on record are Optimist Botanicals, Kin Euphorics, De Soi and Ghia. Direct peers are Seedlip, Lyre's Spirit Co., ISH Spirits, Aplós and Drink Monday (Monday Distillery). Athletic Brewing Co. is listed as a broad incumbent.
Does Spiritless have an API?
No public API is recorded for Spiritless.
What industry is Spiritless in?
Spiritless's product category is Non-Alcoholic Spirits. Its primary akta.pro industry code is AFAFAAAJ, Alcohol-Free & Low-Alcohol Beer/Wine/Spirits Production, with a secondary code of AFAFAGAH, Cocktail Mixes & Alcoholic Beverage Bases (non-alcoholic mixers, RTD spirit bases). Its NAICS code is 3121 and its SIC code is 2080.