FREE SPIRIT STORY

Our philosophy is that no one should ever have to compromise on quality when giving up alcohol - or reducing alcohol consumption. That's why Free Spirit imports the world's best, most award-winning, highest quality non-alcoholic beverages - from the world's top producers, enabling a premium non-alcoholic drinking experience.

We want each and every one of us to have the opportunity to enjoy the quality of our beverages - regardless of the alcohol content. With Free Spirit, Premium 0% is the new normal - not just the exception.

The most interesting stories often start with a desire to change the world. When the time is right and the market is ready, good ideas can bear fruit - or in this case, a company that imports and sells premium non-alcoholic beverages.

As always, there is more than just one person behind innovative formats: the Free Spirit is a group of people who are passionate about quality wines and premium non-alcoholic beverages, and who, above all, wanted to do something that has never been done before in these latitudes or in our drinking culture.

At a Sunday dinner, it was said out loud: 'Why not start importing the best quality drinks in the world, if people are always complaining that there is no quality anywhere?' We can call it the Free Spirit." 

- And that's where our story began.

Jenny Rostain, the founder and CEO of Free Spirit, gave up alcohol in 2012. Until then, Rostain, known as an actress and writer, began to familiarise herself with the non-alcoholic beverage market. This led to an understanding of the people who consume non-alcoholic beverages and their needs, the reasons not to drink, the people who produce and sell them, alcohol withdrawal techniques and the development of the non-alcoholic sector, domestic alcohol policy and EU legislation. 

The need to find and enjoy higher quality products in the Nordic countries led Rostain and his team to develop the Free Spirit concept and launch a premium non-alcoholic beverage service as the first in Europe.