De Soi

De Soi makes non-alcoholic apéritifs that actually taste like they belong at a dinner party, not a juice bar. Co-founded by Katy Perry and master distiller Morgan McLachlan, the line features three botanical blends — Champignon Dreams, Très Rosé, and Purple Lune — built around adaptogens like reishi, maca, and L-theanine. These aren't glorified sparkling waters; they're designed to fill the wine glass-shaped hole in your evening without the hangover. The positioning is smart: De Soi targets the apéritif occasion specifically, not the post-workout hydration moment. You're buying this to open before dinner guests arrive or to pour into a coupe while cooking. Available in single-serve 8oz cans for weeknight use and 750ml bottles for hosting, each serving runs about 30 calories with minimal sugar. You'll find De Soi at Whole Foods, Target, and Sprouts, which speaks to both accessibility and the brand's mainstream ambitions. The $14M Series A they raised in 2023 suggests serious growth plans. If you're sober-curious or just trying to drink less without feeling like you're missing out on the ritual, this is one of the more thoughtful options in a crowded non-alc space.

• Formulates with functional adaptogens like reishi, maca, and L-theanine
• Offers two formats: 8oz cans for everyday and 750ml bottles for hosting
• Keeps calories low at ~30 per serving with minimal added sugar
• Stocks at major retailers including Whole Foods, Target, and Sprouts
• Delivers three distinct flavor profiles designed for different palates
• Targets the pre-dinner apéritif occasion rather than fitness hydration

Sober-curious millennials replacing wine or cocktails at dinner; wellness-minded 25–45 hosts; alcohol-free entertaining.

• Sober-curious millennials who still want the wine ritual without the wine
• Wellness-minded hosts looking for sophisticated non-alcoholic options
• People doing Dry January who refuse to drink sparkling water at parties
• 25–45 year olds cutting back on alcohol but not on entertaining
• Anyone tired of explaining why they're not drinking tonight

• Genuinely designed for social drinking occasions, not just wellness
• Wide retail availability makes it easy to actually find
• Low calorie and low sugar without tasting like diet anything
• Bottles look good enough to set out at a dinner party

• Premium pricing compared to regular sparkling water or soda
• Adaptogen benefits are subtle at best — don't expect dramatic effects
• Celebrity co-founder might feel gimmicky to some buyers
• Flavor profiles may not satisfy those who really miss alcohol's bite