Getting to know the brands we love is one of the best parts of Raising the Bar. Aplós has long been a favorite, so it was such a joy to talk with co-founder Emily about her story, her work, and how Aplós is shaping the zero-proof space with ingredients that are as good for you as they are delicious. Let’s get into it!
Where did the name Aplós come from, and why did you choose it?
My co-founder David came up with the name. His husband is Greek and the word means simple. We thought it was perfect for what we wanted to build - a simpler way to connect and unwind, free from the haze of traditional alcohol. 
Aplós is hemp-infused - can you walk us through what that means in terms of flavor and effect?
Our debut spirit, Aplós Calme, is crafted with 20mg of broad-spectrum hemp in every serving. But don’t worry—what it brings in effect, it doesn’t bring in taste. Hemp on its own isn’t exactly something anyone would want to sip neat, so we partner with best-in-class growers and use advanced extraction methods that let the hemp work its magic without hijacking the flavor.
We take it a step further by nano-emulsifying the hemp. Which just means your body absorbs it much like it does alcohol—delivering a reliable onset, consistency, and duration that feels familiar to the cocktail ritual. For us, that was non-negotiable. We wanted to create a spirit that doesn’t just replace alcohol, but reimagines the cocktail experience—so you can sit across from someone having a martini, raise your glass of Aplós, and feel fully part of the occasion.
What’s one ritual or habit in your day that keeps you grounded and inspired?
I worked with an executive coach who taught me the power of rituals, especially in creating transitions between roles. For me, it’s shifting from the chaos of mornings with kids to work, and then back into family mode at the end of the day.
Because I work from home and don’t have a commute to mark those shifts, I’ve learned to pause—just a few minutes to sit in silence, notice small things, or take a quick walk. Those moments reset my cortisol levels, calm my nervous system, and clear my head.
When I skip them, I feel it in my sleep, my presence, and the way my mental checklist spirals out of control.
What’s the first thing you do every morning to set yourself up for a creative or productive day?
Honestly, it’s more about what I don’t do: I don’t touch my phone. I’m not perfect at it, but the difference is huge. When I can leave it untouched until I actually sit down to work, my head feels clear—and I’m just… happier.
What’s the feeling or moment you hope Aplós creates for people?
I love this question. Honestly, the most meaningful part of building Aplós has been hearing from people about the feelings it sparks that we never imagined. Sometimes it’s simple - someone feeling proud they had a cool new recommendation for a friend. Other times it’s more personal—like finding a healthy balance with drinking which isn’t always easy. One of my friends, who’s going through cancer treatment, told me the Ume Spritz helps ease her nausea and lets her enjoy social hangs without feeling labeled as “the sick one” since she can’t drink at times. All of those stories are incredibly motivating.
Mainly, I hope Aplós gives people options. We should have a sense of freedom in how we approach drinking. I’m not sure that’s been the case. I still drink alcohol and enjoy it, but I also love having the choice to sip a sophisticated, sexy cocktail on nights when I don’t feel like having alcohol. Being in this space has taught me that balance looks different for everyone. If Aplós can help people discover their version of balance, I’d consider it a huge success.
Do you have a favorite little indulgence - snack, ritual, or otherwise - that pairs perfectly with an Aplós moment?
A great glass. We obsess over glassware for photoshoots, so now I can’t unsee how much it elevates the whole experience. And if there’s an artisanal ice cube in it? You’ll feel like royalty… even if you’re standing in the kitchen, in sweatpants. You won’t even need to convince yourself - this is refinement.
When we think of Aplós, we think of slowing down and savoring the moment - how do you think zero-proof beverages are reshaping social culture?
Alcohol has such a grip on how adults socialize, largely because it helps us shed stress and quiet our minds—making it easier to connect and be present. But that fleeting relief often comes with real costs: hangovers, health impacts, or the “ugh, I shouldn’t have said that” regret.
What excites me about the zero-proof movement is that it gives people permission to be more intentional—to drink when they want to, and not when they don’t. In many ways, it’s granting adults the freedom to do something they’ve secretly wanted all along: drink less. The wellness movement has accelerated that, but if you zoom out, our cultural relationship with alcohol is kind of wild. As the saying goes, alcohol is the only drug where abstaining makes people assume you have a problem. It’s past time we revisit that.
When we launched Aplós, the category was mostly for people who didn’t drink at all. Just five years later, it’s increasingly for people who do drink, but want to drink a little less—to find balance. And being part of that shift feels pretty beautiful.
If you could describe yourself in one Aplós flavor, which one would it be and why?
Ahahah. This feels like a better question for the team to answer. I mean, I want to be Aplos Calme, but I’m too uptight. According to Char, from our team, I’m the Mandora Negroni. A playful take on a serious classic. Plus, I’m a Gemini, so something about the sweet and bitter duality speaks to me…
Is there something exciting on the horizon for Aplós that you’d like to share with the community?
We have new products in development - so fun things coming there! We really want to push the envelope and continue to “raise the bar” ;) on the zero-proof functional category.
Thank you, Emily, for this thoughtful conversation, for creating a non-alc spirit that we truly love, and for giving us new ways to embrace balance and intention in our daily rituals.