How woke is Free Spirits?

Introduction

The Free Spirits Company is quickly becoming a household name for anyone dipping their toes into the sober-curious lifestyle. With a mission to offer premium non-alcoholic alternatives to traditional spirits, they’re making it easier for folks to enjoy the experience of a cocktail without the buzz. 

But beyond their innovative drinks, there’s a lot more stirring in the mix at Free Spirits. The brand has been making headlines not just for its products but for its strong alignment with progressive causes. This raises some eyebrows—are they genuinely committed to these causes, or is it all just a marketing tactic to ride the woke wave?

Financial Contributions to Progressive Causes

Free Spirits aren’t just serving up non-alcoholic beverages; they’re also pouring resources into various progressive causes. One of their big moves is their partnership with the Free Spirits Foundation, which focuses on promoting mental health awareness and environmental sustainability. The foundation it’s all about reducing the stigma around mental health and pushing for more sustainable practices in the spirits industry. 

Their recent partnerships, like the one with Republic National Distributing Company, also suggest they’re serious about embedding social responsibility into their business model. This distributor is known for pushing diversity and inclusion within the industry, which aligns perfectly with Free Spirits’ woke image.

Prioritisation of DEI Policies

There is no publication of Free Spirits engaging in Diversity, Equity, and Inclusion (DEI) policies. Either it does not exist, or it is not publicised. However, their partnership with Freeland Spirits, which actively supports this cause, may incline them to participate in it.

Also, their partnership with Republic National Distributing Company, shows their movements to support diversity and inclusion within the industry. 

Mandatory Training Sessions

Although Free Spirit’s involvement with mandatory training sessions for its employees is not expressly published, its involvement with LGBTQ+ Initiatives is an example of its commitment to fostering an inclusive workspace. 

Support for LGBTQ+ Initiatives

Free Spirits’ involvement in Pride Month celebrations and charitable donations to LGBTQ+ causes underscore their commitment to promoting workplace equality and inclusivity for LGBTQ+ individuals. They aren’t shy about showing their support. Freeland Spirits, a partner of Free Spirits, emphasises that supporting LGBTQ+ rights isn’t just about marketing; it’s about standing up for human rights and ensuring our company is a place where everyone can thrive.

Marketing and Branding

Their campaigns focus on issues that resonate with today’s audience. Their slogan, “Drink Like You Mean It,” isn’t just about enjoying a cocktail; it’s about making choices that align with your values. As an Adweek article puts it, “Our ‘Drink Like You Mean It’ campaign isn’t just about enjoying a cocktail; it’s about making mindful choices that align with your values and lifestyle.”

They’ve also been strategic in their partnerships, teaming up with influencers and organisations that share their values.

Conclusion

The Free Spirits Company is a standout in the non-alcoholic spirits market, but their deep dive into progressive causes positions them firmly in the woke brand camp. From financial contributions to DEI policies, mandatory training sessions, and LGBTQ+ advocacy, it’s clear that Free Spirits has embraced a woke identity.

Are they truly committed to these causes, or is this just a savvy marketing strategy? For those who value traditional ideals, Free Spirits might not be the brand for you. But for those who align with their progressive stance, Free Spirits is the go-to when it comes to social responsibility.