FLUÈRE DRINKS
FLUÈRE Drinks is a Netherlands-based non-alcoholic distilled spirits brand within The Lucas Bols Company portfolio, offering five spirit alternatives (gin, pink gin, rum, mezcal, bitter) made via hydro-steam distillation and tunnel pasteurization, sold through DTC e-commerce and retail across the US, Netherlands, and EU to mindful adult consumers seeking premium alcohol-free cocktail options.
- Company typePrivate
- Founded2018
- HeadquartersKamperland, Netherlands
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What FLUÈRE DRINKS does
FLUÈRE Drinks is a non-alcoholic distilled spirits brand that operates as part of The Lucas Bols Company, the Dutch spirits group with roots dating to 1575. Founded in 2018 and headquartered in Amsterdam (with a Kamperland mailing presence), the brand offers five core spirit alternatives — Botanical Blend (gin), Raspberry Blend (pink gin), Spiced Cane (rum), Smoked Agave (mezcal), and Bitter (Italian bitter aperitif) — each formulated with under 0.5% ABV and positioned for adult consumers seeking sophisticated alcohol-free options for occasions such as brunch, aperitivo, and late-night social drinking.
The products are produced using hydro-steam distillation of individual botanicals followed by tunnel pasteurization, a combination the brand cites as delivering one of the more stable non-alcoholic liquids on the market with a 24-month unopened shelf life. FLUÈRE's value proposition centers on complex flavor profiles and significantly lower calorie content (3-93 kcal per 100ml) versus traditional spirits (200-260 kcal), along with vegan, GMO-free, and allergen-free formulations. Distribution runs through dedicated DTC e-commerce storefronts in the US (shop-us.flueredrinks.com) and the EU/Netherlands (shop.flueredrinks.com), supplemented by retail outlets across those three markets.
Go-to-market is content-led, anchored on the brand website's cocktail recipe library, lifestyle and tutorial content across Instagram, Facebook, and YouTube, and the Bols Cocktail Academy partnership, which operates 21 bar stations in Amsterdam and partner schools worldwide for bartender and consumer education. The brand has accumulated industry recognition including Best of Category (2025), Double Gold and Chairman's Trophy (2023), and multiple Gold and Silver medals across Spirits Competition, Ultimate Spirits Challenge, BevTest, NYISC, and Low No competitions between 2021 and 2025. Revenue, headcount (reported at 1-10), and pricing are not publicly disclosed.
FLUÈRE DRINKS firmographics
Firmographics- Name
- FLUÈRE DRINKS
- Legal name
- FLUÈRE
- Website
- https://flueredrinks.com
- Company type
- Private
- Founded year
- 2018
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- FLUÈRE Drinks is a Netherlands-based non-alcoholic distilled spirits brand within The Lucas Bols Company portfolio, offering five spirit alternatives (gin, pink gin, rum, mezcal, bitter) made via hydro-steam distillation and tunnel pasteurization, sold through DTC e-commerce and retail across the US, Netherlands, and EU to mindful adult consumers seeking premium alcohol-free cocktail options.
- Ownership category
- akta.pro rank
FLUÈRE DRINKS industry classification
Industry- Product category
- Non-alcoholic spirits
- NAICS
- Distilleries (31214), Beverage Manufacturing (3121)
- SIC
- Beverages (2080)
- akta.pro primary industry
- Alcohol-Free & Low-Alcohol Beer/Wine/Spirits Production (AFAFAAAJ)
- akta.pro secondary industries
- Distilled Spirits Production & Distilling (AFAFAAAC), Spirits Distilling & Brands (CRADAIAC), Spirits Retail & Whiskey Shops (Off-Premise) (CRANAAAD), Beer, Wine & Spirits Wholesale Distribution (CRAOAIAA), Cocktail Mixes & Alcoholic Beverage Bases (non-alcoholic mixers, RTD spirit bases) (AFAFAGAH)
Keywords
Where FLUÈRE DRINKS is headquartered
LocationHeadquarters
- HQ city
- Kamperland
- HQ country
- Netherlands
- HQ region
- Europe
Offices1 record
Markets served
FLUÈRE DRINKS business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Infrastructure
Revenue model
- Non-alcoholic spirits sales: Direct-to-consumer and retail sales of non-alcoholic distilled spirits. The brand offers five core variants: Botanical Blend (gin alternative), Raspberry Blend (pink gin alternative), Spiced Cane (rum alternative), Smoked Agave (mezcal alternative), and Bitter (bitter alternative).
Go-to-market motion1 record
Distribution channels3 records
Marketing channels5 records
FLUÈRE DRINKS product offering
Product offeringCore offering
FLUÈRE DRINKS manufactures and sells five premium non-alcoholic distilled spirits (Botanical Blend, Raspberry Blend, Spiced Cane, Smoked Agave, and Bitter) that serve as alternatives to gin, rum, mezcal, and bitter aperitifs. Each product is made using hydro-steam distillation of individual botanicals followed by tunnel pasteurization, yielding less than 0.5% ABV beverages with a 24-month shelf life. The brand is part of The Lucas Bols Company and sells through DTC online stores and retail outlets in the US, Netherlands, and EU.
Product overview
FLUÈRE DRINKS is a non-alcoholic spirits brand offering five distinct distilled spirit alternatives: Fluère Botanical Blend (gin alternative), Fluère Raspberry Blend (pink gin alternative), Fluère Spiced Cane (rum alternative), Fluère Smoked Agave (mezcal alternative), and Fluère Bitter (bitter alternative). All products are crafted using hydro-steam distillation, where each botanical is distilled individually before blending. The company is part of The Lucas Bols Company and produces non-alcoholic beverages with less than 0.5% ABV, featuring tunnel pasteurization for 24-month shelf life stability.
Differentiator
Problem solved
Functional benefit
Products and services
- Fluère Botanical Blend Non-alcoholic gin alternative with coriander seed and lime peel giving a bright, zesty character to the nose, with lavender and juniper adding herbal and floral notes. Aimed at adult consumers seeking sophisticated non-alcoholic cocktail bases.
- Fluère Raspberry Blend Non-alcoholic pink gin alternative with floral, piney notes from juniper and citrus from lime peel, combined with the sweetness of fresh raspberry. Aimed at adult consumers who want a flavorful non-alcoholic cocktail base.
- Fluère Spiced Cane Non-alcoholic rum alternative with notes of chocolate and coffee on the nose and a sweet, complex, earthy palate, blending Dominican sugar cane with hints of tonka bean and spice. Aimed at adult consumers seeking a non-alcoholic substitute for spiced rum.
- Fluère Smoked Agave Non-alcoholic mezcal alternative with the characteristic vegetal sweetness of agave and a hint of black pepper, finished with smoked hickory wood for smoky, earthy richness. Aimed at adult consumers seeking a non-alcoholic alternative to mezcal-style spirits.
- Fluère Bitter Non-alcoholic bitter spirit with herbaceous quinine bitterness balanced with syrupy sweetness, flavored with orange zest and hints of rosemary. Serves as an Italian bitter aperitif alternative for adult consumers seeking sophisticated non-alcoholic aperitivo options.
Quantifiable outcome
- Calorie comparison: Botanical blend 3 kcal vs Gin 200 kcal; Raspberry blend 7 kcal vs flavored gin 220 kcal; Spiced Cane 33 kcal vs Rum 215 kcal; Smoked Agave 3 kcal vs Mezcal 260 kcal; Bitter 93 kcal vs Italian bitter aperitif 230 kcal (all per 100ml)
- +1 more outcomes
Companies that use FLUÈRE DRINKS
Customer profileSegments1 record
Ideal customer profiles4 records
FLUÈRE DRINKS technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
FLUÈRE DRINKS partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core.
- The Lucas Bols CompanycoreFLUÈRE is proudly part of The Lucas Bols Company, a global leader in cocktail culture for over 450 years. As part of this heritage, the brand promotes responsible drinking and offers high-quality non-alcoholic and low-alcohol options. The partnership provides access to Bols' extensive cocktail heritage and distribution networks.
- Bols Cocktail AcademycoreThrough the Bols Cocktail Academy, FLUÈRE provides cocktail training and mixology education. The academy has 21 state-of-the-art cocktail bar stations in Amsterdam and partner schools worldwide. Training is led by working bartenders, brand ambassadors, award-winning bartenders, and champions. FLUÈRE cocktail courses focus on flavor, skill, and creativity with hands-on experience.
Scale indicators2 records
Recent moves5 records
Expansion highlights4 records
FLUÈRE DRINKS competitors and assessment
Company assessmentEmerging players
- Ghia: Non-alcoholic aperitif brand with botanical and Mediterranean-inspired profile. Partial overlap with FLUÈRE's Bitter SKU; targets the same Aperitivo occasion with a non-distilled but premium-positioned approach.
- Kin Euphorics: US-based functional non-alcoholic beverage brand targeting the mindful drinking occasion with adaptogens and nootropics. Adjacent competitor focusing on a different functional angle but overlapping with FLUÈRE's sober-curious consumer.
Direct peers
- Clean Co. UK-based non-alcoholic spirits brand offering gin, rum, tequila, and vodka alternatives. Direct competitor with similar product positioning, D2C and retail distribution, and target consumer of mindful drinkers seeking sophisticated alcohol-free options.
- Three Spirit Drinks: UK-based functional non-alcoholic spirit alternative using adaptogens and botanical extracts. Direct competitor targeting the same cocktail occasion but with an additional functional/wellness angle that overlaps with FLUÈRE's premium positioning.
- Abstinence Spirits: South African non-alcoholic spirits brand offering gin, tequila, rum, and aperitif alternatives. Direct competitor in the premium non-alcoholic spirits space with similar multi-SKU strategy and distribution model.
- Seedlip: Pioneer and category leader in non-alcoholic spirits. Founded 2015 in the UK, now owned by Diageo. Direct competitor offering distilled non-alcoholic alternatives to gin and other spirits — overlapping product formats, target consumers, and on-premise/retail channels.
- Lyre's Spirit Co. Australia-based non-alcoholic spirits brand offering the broadest SKU range in the category (13+ products including gin, rum, whiskey, tequila, amaretto alternatives). Closely comparable to FLUÈRE's category-mapping strategy of mirroring the full alcoholic spirits architecture.
- Aplós: US-based non-alcoholic hemp-infused spirit alternative. Direct competitor in the low/no-alcohol cocktail occasion space with a distinctive botanical positioning and target consumer overlap.
- Pentire: UK non-alcoholic spirit brand made from plants native to the Cornish coast. Direct competitor targeting the same mindful-drinking occasion as FLUÈRE, with emphasis on premium botanical ingredients and cocktail applications.
Broad incumbents
- Diageo: Global premium spirits giant that owns Seedlip. Represents the strategic incumbent threat: established distribution, marketing budgets, and trade relationships that could be deployed to dominate the non-alcoholic category at scale.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks5 records
Key highlights6 records
Customer concentration
FLUÈRE DRINKS social profiles
Digital presenceFLUÈRE DRINKS financial estimates
Financial estimateRevenue estimate
Valuation estimate
FLUÈRE DRINKS leadership team
Management profileNumber of profiles
FLUÈRE DRINKS funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
FLUÈRE DRINKS 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 FLUÈRE DRINKS
What does FLUÈRE DRINKS do?
FLUÈRE DRINKS manufactures and sells five premium non-alcoholic distilled spirits (Botanical Blend, Raspberry Blend, Spiced Cane, Smoked Agave, and Bitter) that serve as alternatives to gin, rum, mezcal, and bitter aperitifs. Each product is made using hydro-steam distillation of individual botanicals followed by tunnel pasteurization, yielding less than 0.5% ABV beverages with a 24-month shelf life. The brand is part of The Lucas Bols Company and sells through DTC online stores and retail outlets in the US, Netherlands, and EU.
Is FLUÈRE DRINKS a public or private company?
FLUÈRE DRINKS is a private company. It is classified as corporate owned and is currently operating.
When was FLUÈRE DRINKS founded?
FLUÈRE DRINKS was founded in 2018. It employs 1 to 10 people.
Where is FLUÈRE DRINKS based?
FLUÈRE DRINKS is headquartered in Kamperland, Netherlands, in the Europe region.
How does FLUÈRE DRINKS make money?
One revenue line is on record: non-alcoholic spirits sales.
Who are FLUÈRE DRINKS's main competitors?
Emerging players on record are Ghia and Kin Euphorics. Direct peers are Clean Co., Three Spirit Drinks, Abstinence Spirits, Seedlip, Lyre's Spirit Co., Aplós and Pentire. Diageo is listed as a broad incumbent.
Does FLUÈRE DRINKS have an API?
No public API is recorded for FLUÈRE DRINKS.
What industry is FLUÈRE DRINKS in?
FLUÈRE DRINKS'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 AFAFAAAC, Distilled Spirits Production & Distilling. Its NAICS code is 31214 and its SIC code is 2080.