What Dry & Dirty does

Dry & Dirty is a privately held, US-based direct-to-consumer beverage brand that produces zero-proof functional martinis. The company was founded by Abby Cox, motivated by personal burnout from frequent alcohol consumption at social events, with the goal of replicating the taste, ritual, and sensory experience of a classic martini without the alcohol or its aftereffects. Its core portfolio comprises three ready-to-drink expressions — Espresso Martini, Lemon Drop Martini, and Dirty Martini — each formulated with an adaptogen blend of Lion's Mane, L-Theanine, and GABA, plus targeted botanicals such as lemon balm. All products are non-alcoholic (under 0.5% ABV), zero sugar, 5 calories per serving, and made with organic ingredients where possible, with a 7-day refrigerated shelf life after opening.

Name

Dry & Dirty

Legal name

Dry & Dirty

Website

https://dryanddirty.com

Company type

Private

Operating status

Operating

Ownership category

akta.pro rank

Product category

Non-Alcoholic Functional Beverages

NAICS

Soft Drink Manufacturing (312111), Beverage Manufacturing (3121)

SIC

Beverages (2080), Medicinal Chemicals & Botanical Products (2833)

akta.pro primary industry

Functional Beverages (Vitamins, Probiotics, Nootropics, etc.) (CRADAHAL)

akta.pro secondary industries

Functional/Fortified Beverage Production (Vitamins, Botanicals, Nootropics) (AFAFABAH), Alcoholic Beverage Mixers & Cocktail Ingredients Brands (Non-alcoholic) (CRADAIAH)

Keywords

• Non-alcoholic beverages
• Adaptogen-infused drinks
• Functional ready-to-drink cocktails
• Zero-proof martinis
• Direct-to-consumer beverages

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct E-commerce Sales: One-time purchases of individual martini bottles or multi-packs sold directly through the dryanddirty.com website. Single bottles priced at $34.99, 3-packs at approximately $104.97, and variety sets at $94.99.
2. Subscription/Membership (Martini Society): Recurring subscription model offering 15% discount on all products, early access to new flavors and special releases, and customizable delivery schedules. Customers can skip, pause, or cancel anytime.
3. Wholesale Distribution: B2B wholesale program allowing retailers to stock Dry & Dirty products. Wholesale inquiries handled through dedicated contact process on the website.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels3 records

Core offering

Dry & Dirty manufactures and sells zero-proof, ready-to-drink martinis (Espresso, Lemon Drop, and Dirty) infused with functional adaptogens such as Lion's Mane, L-Theanine, and GABA. Products are bottled at 3oz servings, are non-alcoholic (less than 0.5% ABV), five calories, and zero sugar, and are sold direct-to-consumer via the company's Shopify site, complemented by the Martini Society subscription and a wholesale program for retailers.

Product overview

Dry & Dirty is a zero-proof functional beverage company offering adaptogen-infused ready-to-drink martinis. The core product portfolio consists of three signature martini flavors—Espresso Martini, Lemon Drop Martini, and Dirty Martini—sold individually or as a 3-bottle variety set. All beverages are non-alcoholic (less than 0.5% ABV), zero sugar, low calorie (5 calories per serving), and infused with adaptogens including Lion's Mane, L-Theanine, and GABA. The company also launched Martini Society Collection Vol. 1 merchandise in 2026, featuring apparel items (crewnecks, quarter zips) and accessories (tote bags, hats). The Martini Society is both a subscription/membership program offering 15% discounts and early access, and a lifestyle blog exploring rituals and culture around the martini experience.

Differentiator

Problem solved

Functional benefit

Brands

• The Martini Society: A lifestyle blog and membership community operated by Dry & Dirty, exploring martini culture, rituals, recipes, food pairings, and branded merchandise.

Products and services

• Espresso Martini Zero-proof adaptogen-infused espresso martini featuring rich espresso flavor balanced by subtle notes of dark cacao, infused with Lion's Mane and L-Theanine. Five calories, zero sugar, contains natural caffeine, non-alcoholic.
• Lemon Drop Martini Zero-proof adaptogen-infused citrus martini with sharp, tangy lemon and subtle sweetness, blended with lemon balm and Lion's Mane. Caffeine-free, five calories, zero sugar, non-alcoholic.
• Dirty Martini Zero-proof adaptogen-infused dirty martini featuring savory, umami-rich flavor softened by olive brine salinity, infused with a naturally sourced adaptogen blend. Caffeine-free, five calories, zero sugar, non-alcoholic.
• Martini Set - 3 Bottle Variety Variety bundle containing one bottle each of Dirty Martini, Espresso Martini, and Lemon Drop Martini, allowing customers to sample all three signature zero-proof martini flavors.
• The Martini Society Membership (Subscription) Subscription membership program offering 15% off all orders, early access to new flavors and special releases, customizable delivery schedules with skip/pause/cancel options, and exclusive member perks via the Martini Society community.
• The Society Tote Heavyweight cotton canvas tote bag with a secure zippered top, spacious interior designed to fit three bottles, and contrast trim. Part of Martini Society Collection Vol. 1 merchandise line.
• The Martini Society Crewneck Midweight 3-end fleece crewneck with soft cotton face and ribbed cuffs in sizes S-XXL, regular fit with reinforced stitching. Part of Martini Society Collection Vol. 1 merchandise line.
• The Crest Quarter Zip Midweight fleece quarter zip with embroidered design, relaxed fit, mock neck, ribbed cuffs, and YKK quarter zip closure. Part of Martini Society Collection Vol. 1 merchandise line.
• The Dry & Dirty Crest Hat 100% cotton chino twill dad hat with unstructured six-panel construction, low-profile fit, curved visor, adjustable buckle closure, and embroidered Dry & Dirty crest design.

Quantifiable outcome

• 5 calories per serving
• +2 more outcomes

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

One partnership is on record.

• Martone StreetminorStrategic or Co-development Partner · 22 March 2025Collaboration with Chef Scott Conant's Martone Street pasta sauce brand for a co-branded Dirty Tomato Martini recipe. The recipe featured Dry & Dirty Dirty Martini combined with Martone Street Signature Pomodoro sauce, demonstrated at an event and promoted through video content. A recipe video was published on Instagram featuring Chef Scott Conant.

Scale indicators1 record

Recent moves5 records

Expansion highlights4 records

Direct peers

• De Soi: De Soi is a non-alcoholic functional drink line with adaptogens and botanicals, available in flavors like 'Golden Hour' and 'Purple Lune'. Comparable to Dry & Dirty in positioning (premium NA functional cocktails, DTC + retail) and in targeting social occasions without alcohol.
• Ghia: Ghia is a non-alcoholic functional aperitif infused with botanicals and adaptogens, sold DTC and in select retail. Directly comparable to Dry & Dirty as a premium NA functional cocktail-style beverage targeting the same sober-curious, health-led adult social drinker.
• Recess: Recess produces sparkling water and mocktails infused with adaptogens and hemp, marketed for calm and focus. Comparable to Dry & Dirty on functional/adaptogen positioning and the sober-curious consumer base, though format is sparkling water rather than a cocktail-style serve.
• Lyre's Spirit Co. Lyre's offers a broad range of non-alcoholic spirit alternatives (gin, rum, whiskey, etc.) for use in classic cocktails. Overlaps with Dry & Dirty on the NA-cocktail occasion and health-conscious adult consumer, though Lyre's is broader and not functional/adaptogen-led.
• Aplós: Aplós makes non-alcoholic hemp-infused spirits (Aplós Calme and Aplös Spark) positioned as functional alternatives to traditional spirits. Comparable to Dry & Dirty as a premium NA functional cocktail-style beverage for sober-curious adults.
• Seedlip: Seedlip is a pioneering non-alcoholic distilled spirit brand offering mixers for traditional cocktail formats. Comparable to Dry & Dirty as a category-defining NA cocktail brand, though Seedlip focuses on distilled-spirit substitutes rather than adaptogen-infused functional positioning.
• Three Spirit: Three Spirit makes functional non-alcoholic social elixirs with plant-based active ingredients for mood and energy. Highly comparable to Dry & Dirty as a premium, functional NA cocktail alternative sold DTC and in select on-premise accounts.
• Pentire: Pentire is a non-alcoholic spirit distilled from botanical ingredients for use in cocktail-style serves. Comparable to Dry & Dirty on the NA-cocktail ritual and target occasion, though without the explicit adaptogen / functional positioning.
• Kin Euphorics: Kin Euphorics produces non-alcoholic functional beverages with adaptogens and nootropics aimed at mood enhancement and social occasions. Closely overlaps with Dry & Dirty on functional positioning, RTD format, and target demographic.

Broad incumbents

• Athletic Brewing Company: Athletic Brewing is the largest non-alcoholic beer brand in the US, available nationwide in grocery, on-premise, and DTC. Adjacent as a scaled, well-capitalized non-alcoholic beverage incumbent that competes for the same sober-curious adult consumer and trade-channel real estate as Dry & Dirty.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat2 records

Key risks6 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/drinkdryanddirty
• Facebookfacebook.com/profile.php

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

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 Dry & Dirty