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.