Aplós is one of the quickest-growing craft brands in the non-alc space — a premium functional spirit designed not to mimic tequila or gin, but to redefine what a cocktail experience can be without alcohol. 

Founded in 2018 and launched in 2020, the brand is now breaking out: Approaching 100K case sales annually, their wholesale is up more than 500% YOY, and they’re ​​on pace to double their wholesale volume in 2026. In the last 12 months, Aplós has added 1,300+ chain retail doors, and on-premise placements have climbed to 750+ cocktails across 550 accounts. The company also just announced a $5 million funding round to grow production and expand its hospitality and retail footprint.

In this episode, David Fudge, Co-Founder & CEO of Aplós, shares how the company is scaling through long-game brand building, deep bartender collaboration, and disciplined distribution strategy.

🔶 A new category, not a proxy: Aplós started with two original functional NA spirits — Ease for relaxation and Arise for social energy — each with meaningful levels of Lion’s mane and magnesium. Then they built out NA RTDs based on familiar cocktail templates. 

🔶 Crafted with bartenders: Years of development with hundreds of bartenders (including mixology legend Lynette Marrero) ensured the spirits could perform like true leads in classic cocktails — neat, on the rocks, or mixed.

🔶 Brand-first architecture: David invested early in a timeless aesthetic and distinctive tone, building a brand world meant to feel established from Day One. That foundation now fuels premium pricing and cultural relevance.

🔶 Evolving from DTC to wholesale: Aplós began online to learn quickly, but its current breakout year comes from wholesale — and from learning that you cannot outsource your story. Even in non-alc, distributor management is table stakes.

🔶 On-premise momentum: From Michelin-starred programs to luxury hotels, Aplós is winning multiple menu placements per account. One Miami restaurant sells 10 cases/month of a single Aplós cocktail — a model the team now replicates in key markets.

🔶 Chain retail acceleration: Starting small with partners like Total Wine, Aplós refined velocity drivers — tastings, staff education, merchandising — before expanding nationally. Today, the brand sits in more than 1,300 chain doors and counting.

🔶 Founder lessons: David talks about intuition vs. testing, navigating functional compliance, building a craveable product, and why conviction matters in a category still finding its identity.

Don’t miss our next episode, dropping on December 10.

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Erica Duecy, co-host: Erica Duecy is founder and co-host of Business of Drinks and one of the drinks industry’s most accomplished digital and content strategists. She runs the consultancy and advisory arm of Business of Drinks and has built publishing and marketing programs for Drizly, VinePair, SevenFifty, and other hospitality and drinks tech companies.

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Scott Rosenbaum, co-host: Scott Rosenbaum is co-host of Business of Drinks and a veteran strategist and analyst with deep experience building drinks portfolios. Most recently, he was the Portfolio Development Director at Distill Ventures. Prior to that, he was the Vice President of T. Edward Wines & Spirits, a New York-based importer and distributor.

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Caroline Lamb, contributor: Caroline is a producer and on-air contributor at Business of Drinks and a key account sales and marketing specialist at AHD Vintners, a Michigan-based importer and distributor.

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