Rethinking the cocktail — without the alcohol. That's the opportunity. ✨
On this episode of The Kara Goldin Show, I sit down with Milan Martin, Founder and CEO of Free Spirits — one of the fastest-growing independent non-alcoholic spirits brands in North America.
We talk about how Milan went from a 20-year career in advertising—leading Grey San Francisco to Global Agency of the Year three years running—to launching a self-funded beverage company in the middle of the pandemic. He shares the insight that sparked Free Spirits: what if alcohol wasn't actually the most important part of a great cocktail?
We also dive into the science behind Free Spirits' proprietary Distillate Reconstruction technology, how the company recreates the aroma, flavor, mouthfeel, and warming sensation of traditional spirits without the alcohol, and why they've chosen to build products for people who genuinely love cocktails—not just people who don't drink. Milan also shares how his background in consumer behavior shaped the brand, what it means to build an entirely new category, and why Free Spirits has earned gold medals competing head-to-head against traditional spirits.
If you're interested in entrepreneurship, consumer behavior, the future of the non-alcoholic spirits business, or what it really takes to build a category-defining brand, you'll enjoy this conversation. You can find it here or wherever you listen to podcasts. 🎧

Are you interested in sponsoring and advertising on The Kara Goldin Show, which is now in the Top 1% of Entrepreneur podcasts in the world? Let me know by contacting me at karagoldin@gmail.com. You can also find me @‌KaraGoldin on all networks.

To learn more about Milan Martin and Free Spirits:
https://www.drinkfreespirits.com/
https://www.instagram.com/drinkfreespirits/
https://www.instagram.com/themilanmartin/
https://www.linkedin.com/in/milanmartin/
https://www.linkedin.com/company/the-free-spirits-company
https://www.tiktok.com/@drinkfreespirits
https://www.youtube.com/@drinkfreespirits

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Check out our website to view this episode’s show notes: https://karagoldin.com/podcast/894