The Free Spirits Company

What The Free Spirits Company does

The Free Spirits Company is a Mill Valley, California-based (legal entity TFSC Inc) producer of premium non-alcoholic spirits and ready-to-drink cocktails, founded in 2019 and operating with a small team (1–10 employees). Its core portfolio comprises five non-alcoholic spirit SKUs — The Spirit of Gin, The Spirit of Bourbon, The Spirit of Tequila (made with Mexican blue agave), The Spirit of Aperitivo Milano, and The Spirit of Vermouth Rosso — produced via a proprietary 'Distillate Reconstruction' process that distills essential flavors from natural raw materials (American white oak, European juniper, Mexican blue agave) and reassembles them into products containing less than 0.5% ABV. Each SKU incorporates the company's ReBel vitamin blend (B3, B6, B12) and, where relevant, capsaicin-derived warming technology to simulate the bite of traditional spirits.

The company monetizes through two channels: a Shopify-powered direct-to-consumer storefront at drinkfreespirits.com with a Subscribe & Save (10% discount) subscription tier and free shipping over $49, and a broad wholesale network spanning major national chains (Total Wine & More, Safeway, HyVee, Meijer, Binny's, BevMo, Wegmans, Goody Goody, Spec's) plus independent bottle shops, bars, and restaurants. It also markets a four-SKU RTD canned cocktail line (Negroni, Margarita, Kentucky Mule, Espresso Old Fashioned), multi-bottle bundles (Negroni, Boulevardier, Rosita, Trifecta, Foursome, On-The-Go 16-pack), and Amazon Marketplace availability. Product pricing on 750ml bottles is in the $30–$34 range for subscribers/one-off, with RTD 4-packs priced around $15.98.

The business is founder-led by Milan Martin and was capitalized through a ~$2.99M aggregate raise across 2023 (SEC Form D Rule 506(c) filings of $354.5K in March, $137.8K in June, and $2.5M in November). The company has accumulated 80+ international awards (including Non-Alcoholic Spirit of the Year 2024 and 94-point golds from NYISC and WSWA through 2026), Inc5000 recognition in 2024, and approximately 2,459 verified reviews averaging 4.7 stars on Okendo. Target customers are 'sober curious' consumers, cocktail enthusiasts seeking premium zero-proof alternatives, and health-conscious millennials and Gen Z — a buyer base leveraging a wellness-driven, mindful-drinking trend in the non-alcoholic beverage category.

Name

The Free Spirits Company

Legal name

TFSC Inc

Website

https://drinkfreespirits.com

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

1–10 employees

Short description

The Free Spirits Company is a California-based producer of premium non-alcoholic spirits and ready-to-drink cocktails, using proprietary Distillate Reconstruction to replicate gin, bourbon, tequila, aperitivo, and vermouth for sober-curious consumers, cocktail enthusiasts, and health-conscious millennials and Gen Z.

Ownership category

akta.pro rank

Product category

Non-Alcoholic Spirits and Beverages

NAICS

Distilleries (312140), Beverage Manufacturing (3121), Wine and Distilled Alcoholic Beverage Merchant Wholesalers (42482)

SIC

Beverages (2080), Wholesale-Beer, Wine & Distilled Alcoholic Beverages (5180)

akta.pro primary industry

Spirits Distilling & Brands (CRADAIAC)

akta.pro secondary industries

Ready-to-Drink (RTD) Alcoholic Beverages & Brands (Canned Cocktails, Hard Seltzer) (CRADAIAD), Spirits Retail & Whiskey Shops (Off-Premise) (CRANAAAD), Distilled Spirits Production & Distilling (AFAFAAAC)

Keywords

• Non-alcoholic spirits
• Ready-to-drink cocktails
• Distilled beverages
• Alcohol alternatives
• Sober-curious drinks

Headquarters

HQ city

Mill Valley

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D

Revenue model

1. Direct-to-Consumer E-commerce: Primary revenue channel through their own Shopify storefront at drinkfreespirits.com. Offers subscription model (Subscribe & Save) with 10% discount, providing recurring revenue. Free shipping on orders over $49.
2. Retail/Wholesale Distribution: Products sold through major retail chains (Total Wine & More, Safeway, HyVee, Meijer, Binny's, BevMo, Goody Goody, Wegmans, Spec's) and hundreds of independent bottle shops, bars, and restaurants.
3. Ready-to-Drink Cocktails: Pre-mixed canned cocktails (Margarita, Kentucky Mule, Negroni, Espresso Old Fashioned) sold individually or in multi-packs, providing unit-based revenue.

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels7 records

Core offering

The Free Spirits Company (legal entity TFSC Inc) manufactures and sells non-alcoholic distilled spirits and ready-to-drink (RTD) cocktails. Founded in 2019 and headquartered in Marin County, California, the company sells its beverages through a direct-to-consumer online channel and through retail distribution. Its lineup is built around a proprietary Distillate Reconstruction process designed to recreate the taste and mouthfeel of traditional distilled spirits without alcohol.

Product overview

The Free Spirits Company offers premium non-alcoholic spirits and ready-to-drink cocktails designed to replicate traditional spirits and cocktails without alcohol. Their core portfolio includes five non-alcoholic spirit alternatives: The Spirit of Gin (Plymouth-style botanical gin), The Spirit of Bourbon (Kentucky bourbon), The Spirit of Tequila (Mexican Blue Agave reposado), The Spirit of Aperitivo Milano (Italian bitter aperitif), and The Spirit of Vermouth Rosso (Italian sweet vermouth). The company also provides four ready-to-drink canned cocktails (Negroni, Margarita, Kentucky Mule, Espresso Old Fashioned) and various bundles combining multiple spirits for specific cocktail preparations. All products are crafted using a proprietary Distillate Reconstruction process and are infused with the company's ReBel vitamin blend (B3, B6, B12). Products are gluten-free, vegan, and classified as non-alcoholic (less than 0.5% ABV). The company operates an Innovation Lab for product development and offers educational content through Free Spirits 101.

Differentiator

Problem solved

Functional benefit

Brands

• The Spirit of Tequila: Non-alcoholic tequila alternative made with Mexican Blue Agave
• The Spirit of Bourbon
• The Spirit of Gin
• The Spirit of Aperitivo Milano
• The Spirit of Vermouth Rosso
• ReBel
• The Cocktail Party

Products and services

• The Free Spirits non-alcoholic distilled spirit (Spirit of Bourbon, Spirit of Gin, Spirit of Tequila) A range of non-alcoholic base spirits produced via the company's proprietary Distillate Reconstruction process, designed to be mixed in classic cocktail formats in place of traditional bourbon, gin, and tequila. Sold to adult consumers through DTC and retail channels, and to hospitality accounts for zero-proof menus.
• Free Spirits RTD (ready-to-drink) non-alcoholic cocktails Pre-mixed, ready-to-drink non-alcoholic cocktails built on the company's non-alcoholic base spirits. Packaged for single-serve consumption and targeted at consumers who want a sophisticated, low-friction alcohol-free cocktail at home or on the go.

Named customers9 records

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Eleven partnerships are on record, tiered core and minor.

• Total Wine & MorecoreChannel Partner/ Reseller/ DistributorMajor national wine and spirits retailer chain offering Free Spirits products in stores across the United States. One of the primary retail distribution partners.
• SafewaycoreChannel Partner/ Reseller/ DistributorNational grocery chain providing wide retail distribution for Free Spirits products through their beverage sections.
• HyVeecoreChannel Partner/ Reseller/ DistributorMidwest regional grocery chain carrying Free Spirits products in their stores.
• MeijercoreChannel Partner/ Reseller/ DistributorRegional retailer in the Midwest distributing Free Spirits non-alcoholic spirits.
• Binny'scoreChannel Partner/ Reseller/ DistributorIllinois-based beverage retailer specializing in premium spirits, carrying Free Spirits product line.
• BevMocoreChannel Partner/ Reseller/ DistributorCalifornia-based beverage retailer with Free Spirits products available in stores.
• WegmanscoreChannel Partner/ Reseller/ DistributorRegional grocery chain in the Northeast offering Free Spirits products.
• Goody GoodyminorChannel Partner/ Reseller/ DistributorTexas-based wine and spirits retailer distributing Free Spirits products.
• Spec'sminorChannel Partner/ Reseller/ DistributorTexas-based beverage retailer carrying Free Spirits products.
• Hundreds of Independent Bottle Shops, Bars, and RestaurantscoreChannel Partner/ Reseller/ DistributorExtensive network of independent retailers and hospitality venues globally offering Free Spirits products on menus and shelves.
• AmazonminorChannel Partner/ Reseller/ DistributorOnline marketplace where products like The Spirit of Aperitivo Milano are available for purchase.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Lyre's Spirit Co. Lyre's is the most direct competitor: a broad portfolio of non-alcoholic reinterpretations of classic spirits (gin, bourbon, rum, tequila, aperitifs) sold through retailers and on-premise globally with significant marketing spend and global distribution.
• Seedlip: Pioneer of the non-alcoholic distilled-spirit category; offers botanical NA spirits sold across DTC, retail and on-premise channels and competes for the same sober-curious, cocktail-curious shopper as Free Spirits.
• Pentire: Non-alcoholic distilled botanical spirit positioned as a substitute for gin and tequila in cocktails, with strong design-led branding and DTC/retail presence, targeting the same cocktail-occasion consumer.
• Ghia: Non-alcoholic aperitif/bitter liqueur positioned for the aperitivo occasion; competes most directly with Free Spirits' Spirit of Aperitivo Milano and shares sober-curious and millennial mixology customer base.
• Three Spirit Drinks: Functional non-alcoholic spirits and mixers with adaptogen and botanical blends aimed at mindful drinkers; overlaps with Free Spirits on non-alcoholic cocktail occasion and wellness-tinged positioning.
• Optimist Botanicals: Non-alcoholic botanical spirits alternative for gin and whiskey cocktails, sold via DTC and retail, competing for the same craft-cocktail-at-home occasion.
• Aplós: Non-alcoholic hemp-infused spirit offering positioned as a calm alternative for the mindful drinking crowd, sharing grocery-retail distribution and bartender credibility with Free Spirits.

Broad incumbents

• Athletic Brewing Company: Largest dedicated non-alcoholic craft brewer in the US, stocked in major chains (Total Wine, Wegmans); while focused on beer/cider, it competes for the same sober-curious shelf space and occasional substitution from spirits.

Emerging players

• Kin Euphorics: Non-alcoholic functional aperitif and spritz brand with adaptogenic and nootropic positioning; overlaps with Free Spirits on the functional/sober-curious value proposition but more focused on ready-to-drink formats.

Regional players

• Boisson: Specialty retailer dedicated exclusively to non-alcoholic beverages, carrying Free Spirits peers (Lyre's, Seedlip, Ghia, etc.); acts as a channel and category aggregator that shapes consumer discovery in the same NA spirits space.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@drinkfreespirits
• Facebookfacebook.com/DrinkFreeSpirits
• LinkedInlinkedin.com/company/the-free-spirits-company
• Instagraminstagram.com/drinkfreespirits
• TikToktiktok.com/@drinkfreespirits

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds3 records

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about The Free Spirits Company