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!

What does it take to launch and scale a functional beverage brand in today’s market?

In this episode of Free Spirits, Lars Miller and David Gonzalez sit down with Pete Olander, the founder and CEO of Happie, a modern functional beverage brand focused on plant-powered energy, clarity, and balance.

Pete’s journey blends personal health discovery with deep operational knowledge. Drawing from a background in finance and nutrition, he built Happie from scratch—developing formulas, managing supply chains, navigating compliance, and building strong retail and e-commerce distribution strategies.

If you’re in CPG, functional beverages, or the broader adult beverage space, this episode unpacks the reality of bringing an innovative product to market—without shortcuts or fluff.

🔍 What You’ll Learn (Chapters):

0:00 – Introduction

Meet Pete Olander and Happie’s origin story.

5:32 – From Health Journey to Beverage Formulation

How personal wellness challenges led Pete to explore functional ingredients like adaptogens and mushrooms.

11:50 – Product Development & Iteration

Why simplicity and taste drive Happie’s formulation strategy.

18:04 – CPG Ops: Sourcing, Manufacturing, and Compliance

Lessons on managing supply chains and staying nimble while scaling production.

24:18 – Retail Strategy: Getting on Shelves

The truth about pitching buyers, sell-through, and packaging for velocity.

30:40 – DTC and Amazon Strategy

Why Happie invested in omnichannel from day one—and how it’s paying off.

38:25 – Consumer Education & Brand Voice

Balancing functional benefit messaging with compliance in a regulated space.

45:10 – Scaling a Beverage Brand With Limited Resources

How Pete prioritized spend and talent while growing Happie without outside capital.

53:45 – What’s Next for Happie

A look at future flavors, product lines, and channel expansion.

If you’re building a beverage startup, exploring functional ingredients, or trying to grow a brand across retail and DTC, this founder interview is packed with real-world takeaways.

🎧 Listen now and tap into the thinking behind one of the most thoughtful brands in the functional beverage category.

In our first-ever emergency episode of Free Spirits, hosts Lars Miller and David Gonzalez sit down with Chris Lackner, founder and president of the Hemp Beverage Alliance, to unpack the breaking news around proposed federal restrictions that could reshape the future of the functional beverage business.

Chris has been on the front lines of the policy debate, leading national efforts to protect the category and rally industry leaders. This episode offers clarity, action steps, and a behind-the-scenes look at what’s happening in Washington and what it means for adult beverage operators, retailers, brand founders, and investors.

We cover:

• What’s actually in the bill and what changes are being proposed

• What operators can expect in the next 12 months

• The real risks to the beverage industry, and the myths

• How distributors, consumers, and brands are responding

• Why staying calm and strategic is critical right now

• What constructive regulation might look like moving forward

Whether you’re a startup founder, part of a national brand, or just passionate about Hemp THC drinks, this episode breaks down the policy, the politics, and the path forward.

🎧 Listen now and subscribe to stay informed as the fight for the future of functional beverages continues.