Not gin. Not soda. Something else entirely.

Buckle up, pour yourself something mood-enhancing, and let’s dive into the drinks redefining what it means to raise a glass.

Welcome to the Third Category

When we sat down with Luke McFayden, Head of Sales at Three Spirit, we weren’t expecting to hear one of the boldest questions in the alcohol-free space: “Why are we even copying alcohol in the first place?”

Luke has a fair point. While most brands in the zero-proof world are busy reverse-engineering gin or creating rum without the kick, Three Spirit took a different path. One they call the third way. Not alcohol. Not sugary soda. But something entirely its own. This is where Three Spirit sits.

Their drinks don’t try to replicate. They reimagine. Built from adaptogens, functional herbs, and botanical science, each one is designed to shift your mood, not just your taste buds. Want to unwind? Socialize? Focus? There’s a blend for that.

Take Nightcap, for example. Their bestselling bottle. A mellow mix of valerian root, ashwagandha, and hops. It wasn’t meant to be a sleep aid. But that’s exactly how people started using it. It slipped naturally into night time routines, replacing the old-school glass of wiskey with something gentler - but still ritual-worthy.

This isn’t just a smart product move. It’s cultural timing. More and more people are rethinking their relationship with booze, but for younger drinkers, especially Gen Z, there’s nothing to rethink. Many never had the gin habit to begin with. So the idea of a “non-alcoholic gin” doesn’t land. What does? A drink that feels modern, intentional, and designed for them and not their parents.

As Luke put it, “We’re not gin, rum, or tequila - and that’s the point.”

Even the way they’ve entered the market is flipped. Traditionally, spirit brands build clout behind the bar and then hit the shelves. But in the alcohol-free world, it’s consumers leading the charge, demanding better options at home, while bars and bartenders race to catch up.

Three Spirit isn’t here to help you pretend you’re still drinking. They’re here to give you a new reason to raise a glass entirely.

Straight Pours from Three Spirit

We love a good brand story - but we love it even more when it comes with a little bite. In our chat with Luke from Three Spirit, the real gems weren’t just about adaptogens and alchemy. It was the sharp, unfiltered commentary on where the drinks industry is heading (and what it’s getting totally wrong).

Here are a few of our favourite lines that stuck with us long after the call ended:

• “Why are we even copying alcohol in the first place?” The spark that lit the fuse. A reminder that the future of drinking doesn’t need to borrow old blueprints.
  

• “We weren’t trying to make a sleep drink. People just made it one.” Nightcap’s accidental success proves that when a drink actually works, people build rituals around it.
  

• “Gen Z doesn’t care about your non-alc gin. They’ve never had the real thing — and don’t want to.” Of course, Luke wasn’t saying all of Gen Z is skipping gin - just those who’ve chosen not to drink in the first place. For that crowd, there’s no nostalgia to replicate, no botanicals to chase. So the idea of a non-alcoholic replica doesn’t land. What does? Drinks that feel modern, functional, and built for them, not their parents.
  

• “We’re not gin, rum, or tequila - and that’s the point.” Three Spirit isn’t trying to fit in. They’re building a new lane.
  

• “With alcohol-free, it’s the customer who’s leading the change - bartenders are just catching up.” For once, it’s not the bar setting the trend. It’s the people asking for something better.

Three Spirit isn’t here to throw shade - they’re here to offer a new option. One that’s less about imitation, and more about innovation. With drinks designed to shift your mood and elevate the moment, they’re carving out a fresh path in the booze-free world.

Curious what this third way actually tastes like?
Take the spirit for a spin →

High Snippets

Compass’s magic mushroom pill eased depression in trials. Just not enough for Wall Street, but still a win for the psychedelic therapy movement. Read more.

Imperial College and friends just dropped new “gold standard” guidelines for psychedelic trials, proving once again, it’s not just the drug, it’s the vibe. Read more.

Beckley Retreats is redefining luxury wellness with legal psilocybin ceremonies in Jamaica and the Netherlands. Think less spa day, more soul upgrade, complete with breathwork, nature, and next-level hospitality. Read more.

New Zealand just gave the green light to psilocybin for treatment-resistant depression - making magic mushrooms officially part of the national medicine cabinet. Read more.

A global study finds cannabis outperforms pharma for endometriosis relief, but legal fears and stigma still keep patients from telling their doctors. Read more.

Dry Snippets

Some alcohol-free beers and wines may come with a hidden side of sugar, calories, and potential health risks like diabetes and heart issues. So read those labels like your wellness depends on it (because it kinda does). Read more.

Gen Z is trading tequila for matcha and midnight raves for sunrise dance parties, proving you don’t need booze or darkness to have a good time. Read more.

Arkay Beverages just inked a $150M deal giving Mexico’s biggest spirits maker, Licor Zone, a 10% stake, marking a bold, booze-free power move in the heart of tequila country. Read more.

In this Tech Now video, the BBC dives into the science of brewing better booze-free beer, spotlighting UK brewery Wiper and True’s game-changing use of reverse osmosis to keep the flavour, lose the alcohol. Read more.

In this Talking Retail feature, new data from Club Soda reveals nearly half of UK adults now enjoy alcohol-free drinks, with younger generations leading the charge in turning moderation into the new mainstream. Read more.

Before You Go… Let’s Make This a Two-Way Sip

That’s it for this round - but we’re only scratching the surface. Spotted a booze-free gem? Got opinions, insights, or a spicy take on the future of drinking? Hit us up! We’re always thirsty for more.

Stay curious. Stay intentional. Stay just a little bit smug.
We’ll catch you next time in the space between clarity and chaos. 🧠✨🍷(AF, obviously).