We owe it to Spiritless for inspiring so many of our favorite moments, from date nights to overdue friend catch-ups to homemade happy hours. That is why we were so excited to include them in our Perfect Pair box, which is now sold out. Thank you all again for the love on that one.

Their Espresso Martini Pour & Share Cocktail was the perfect centerpiece for a box dedicated to perfect pairs, from thoughtful meal pairings to unexpected flavor combinations to the occasions that are simply better together.

So we sat down with Spiritless Co-Founder & COO, Lexie Larsen, to chat about how Spiritless got its start, what inspired it, what celebration means to her, and where she sees the zero-proof movement heading.

Let’s dive in.

What originally drew you to the zero-proof space, both personally and professionally?

Personally, it started with curiosity and awareness. I wasn’t necessarily “sober,” but I was asking better questions about how I wanted to feel — as a mom, as a founder, as someone building a life with intention. I loved the ritual of a cocktail, the connection, the unwind — but I didn’t always love how alcohol made me feel the next day.

Professionally, I saw a white space. There were beautiful wines and beers emerging, but spirits — especially something that could truly replace bourbon in a cocktail — didn’t exist in a way that felt elevated. It felt like an underserved category for people who still wanted sophistication, complexity, and inclusion.

It wasn’t about removing alcohol. It was about expanding choice.

When you look back at what led you to Spiritless, who or what inspired you in those earliest stages before you ever knew what you would be creating?

It was less about one person and more about a cultural shift I could feel coming. Women asking for more options. Athletes moderating. Entrepreneurs optimizing. Mothers wanting to be fully present.

And honestly, I was inspired by hospitality itself. The idea that a drink can signal celebration, belonging, adulthood. I wanted that experience to be available to everyone at the table.

Before I knew we were creating Spiritless, I just knew the future was going to include more thoughtful drinking.

We read that Spiritless was created in your basement and we need to know more. How did it all start, and when did you realize, “Okay, we are really doing this”?

Yes, the basement is real. Early tastings. Scrappy packaging. Spreadsheets everywhere. We were literally building a brand in between real life — kids upstairs, prototypes downstairs.

The “we’re really doing this” moment wasn’t glamorous. It was when we placed our first real production order and wired money that felt very real. That was the shift from idea to risk.

Once product hit shelves and strangers were buying it? That’s when it became undeniable.

Since launching in 2019, how have you seen the zero-proof space evolve, and what excites you most about where it is headed?

In 2019, we were explaining the category. Now, consumers walk in asking for it.

What’s changed:

Retail buyers understand it.
Restaurants are building real zero-proof menus.
The stigma is dissolving.

What excites me most is normalization. The idea that you can order a zero-proof cocktail without explaining yourself. It’s becoming about preference, not justification.

That’s a cultural shift.

What is your favorite part about building Spiritless today?

The impact conversations. The DMs from women saying, “I feel included again.” Or, “I wake up clear-headed and still feel social.”

But also — the resilience. Building something hard with people you respect changes you. Spiritless has made me sharper, braver, and more honest about what it takes to build something lasting.

What is the feeling or moment you hope Spiritless creates for people when they are sipping it?

Belonging without compromise.

I want someone to feel elegant, included, and present — not “othered.” It should feel like you chose it, not settled for it.

How do you think Spiritless plays a role in helping people feel connected or included in social moments?

It removes the awkward pause.

Instead of explaining why you’re not drinking, you’re simply participating. You have a glass in hand. You’re part of the toast. You’re in the photo.

Inclusion is powerful — especially for women, especially in social settings where alcohol has historically been central.

What makes a gathering feel truly meaningful to you?

The people. Always.

Drinks and setting enhance it, but meaningful gatherings have intention. They feel unhurried. Phones down. Laughter real. No performance.

The drink is just the accessory to connection.

If you were hosting the ultimate gathering, what would your zero-proof menu look like from start to finish?

Arrival: Sparkling citrus spritz with Spiritless and fresh rosemary.
Main moment: A bold, smoky Spiritless Old Fashioned.
Late night: Espresso Martini with depth and a touch of sea salt.
Wind-down: Something warm and spiced, almost like a nightcap ritual.

Layered. Intentional. Not an afterthought.

What is a ritual you always return to?

Morning quiet before the house wakes up. Coffee. Checking the calendar for the day. Even five minutes.

As a founder and a single mom, that pocket of clarity is grounding. It reminds me I’m building a life, not just a company.

What flavor pairings or Spiritless drinks are you personally reaching for most right now?

Right now? Espresso Martini energy. Rich, bold, a little indulgent but still clean.

I’m also loving seasonal citrus pairings — blood orange, rosemary, and something slightly smoky. Elevated but approachable.

What is your favorite way to enjoy the Espresso Martini?

Shaken hard. Coupe glass. Three beans on top. It feels celebratory without the crash.

In honor of February, if you were planning a Galentine’s-style gathering with Lauren and Abbey, what would the night look like?

Cozy but chic. Candlelight. Elevated snacks. Silk pajamas or structured blazers — no in-between.

We’d talk business, motherhood, ambition, and the parts people don’t see. The real stuff.

And yes — multiple rounds of Espresso Martinis.

Looking ahead, what are you most excited about for Spiritless in the months to come?

Continued cultural momentum.

More retail doors. More menu placements. More consumers discovering that moderation isn’t about restriction — it’s about expansion.

And personally? I’m excited about deepening our community. The people who choose Spiritless are thoughtful, ambitious, intentional. That community is powerful.

We can’t wait to see what’s next for Spiritless. We’re excited to keep enjoying thoughtful, layered, and delicious zero-proof drinks that fit seamlessly into our lives and the lives of those we love. Not just as an alternative, but as a meaningful way to celebrate in ways that feel intentional and important.