How do you build a premium non‑alcoholic spirits brand that resonates with real consumers, competes on bar shelves, and earns repeat loyalty, not just novelty trial?

In this episode of Free Spirits, Lars Miller and David Gonzalez sit down with Emily Onkey, Co‑Founder and Chief Marketing Officer of Aplós, a modern functional beverage brand redefining the adult drinking experience.

Emily shares the story behind Aplós’ launch in 2020, the cultural shift toward moderation, and why most consumers aren’t quitting alcohol, they’re simply seeking better balance. From the rise of “weekday sober” habits to the emotional role of ritual and routine, she explains how Aplós positions itself as a sophisticated alternative to nightly drinks without the compromise of mocktails.

Drawing on her background in luxury retail, brand strategy, and performance marketing, Emily breaks down:

• why Aplós built functionality into formulation from day one

• how first‑party DTC data shaped product strategy and retail sell‑in

• the real customer cohorts driving lifetime value (and why they matter)

• why Aplós performs best when merchandised near alcohol

• the shift from DTC to wholesale velocity and market‑depth expansion

• lessons learned while raising Series A and Series B

• how premium brand positioning sustains long‑term differentiation

If you’re building in CPG, functional beverages, non‑alcoholic spirits, or adult beverage innovation, this conversation digs into the operational realities behind product‑market fit, consumer education, retail strategy, and brand longevity.

🎧 Listen in for a founder‑level look at how Aplós is helping shape the future of modern drinking.

If you are interested in trying Aplós use code LMM20 to save 20% on everything Site Wide!