Introduction
- Guest is Milan Martin, founder and CEO of Free Spirits
- Discussion focuses on the Free Spirits brand and the wider non-alcoholic spirits industry
Key Topics Covered
- Origin story of Free Spirits
- Milan's background in advertising and what prompted him to start Free Spirits
- The role alcohol plays in social experiences and business interactions
- How Free Spirits aims to provide great cocktail experiences without the alcohol
- The recent rebranding of Free Spirits
- Deciding which spirits and flavors to produce based on cocktail trends
- The process of developing flavors with no prior experience
- Explanation of why their products contain 0.5% alcohol
- Possibility of doing limited location-based spirits in the future
- Milan's perspective on the non-alcoholic spirits category - more opportunity than competition currently
Additional Notes
- Free Spirits is now available in some Walmart locations
- The name "Milano" refers to the Italian region known for aperitivos like Campari, not Milan himself
- Milan welcomes feedback that their products should be cheaper since there is no alcohol; he sees more value in the quality ingredients and process
So in summary, this is an insightful discussion into the rapidly growing non-alcoholic spirits segment, using Free Spirits as a prime example. Mylan provides open and honest perspectives on the genesis of his company, the broader market dynamics, and where he envisions things heading in the future.

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