Overview: Spiritless, Inc. has announced a significant corporate evolution led by Co-Founder and CEO Lexie Lancaster Larsen. The Austin-based company is refounding its identity with refreshed packaging and an AI-enabled operating model while expanding retail distribution.
The Full Story
Spiritless describes the evolution as a refounding rather than a traditional rebrand, emphasizing that the core recipes remain unchanged while the vision shifts. Co-Founder and CEO Lexie Lancaster Larsen is rebuilding the women-founded non-alcoholic cocktail company around an AI-enabled operating model, refreshed packaging, and a renewed focus on premium cocktail rituals. The moves represent more than a packaging update; Spiritless is being rebuilt around a leaner, more technology-enabled operating model, with Larsen using artificial intelligence across creative development, marketing, consumer research, operations and decision-making as she reshapes the company for its next stage of growth.
The first major retail expression of the refounded brand is the newly redesigned Spiritless Old Fashioned, rolling out nationwide at Total Wine for the holiday season. The liquid itself is the same Spiritless Old Fashioned consumers already know, but the product now arrives in a larger serving format and completely redesigned red-orange packaging built to command attention on shelf. Spiritless plans to support the Total Wine rollout throughout Thanksgiving and Christmas with retail, digital and social creative built around the new package design.
Spiritless is also introducing its Espresso Martini in a 12-ounce ready-to-pour can, featuring an entirely new turquoise package design. Available for pre-order direct-to-consumer, the Espresso Martini will ship in time for Dry January. Made with real brewed coffee, each can contains 99 calories and 114 mg of caffeine and is designed to be chilled, poured into a coupe and finished with three coffee beans.
Production & Profile
The company’s portfolio includes Kentucky 74, Kentucky 74 Spiced, the redesigned Old Fashioned, and the newly repackaged Espresso Martini. The creative direction borrows the visual language of premium spirits: great glassware, sophisticated bars, real cocktail rituals and confident social occasions, with the product itself serving as the hero. That approach is reflected in the company’s new packaging, campaign imagery and voice.
Brand & Industry History
Spiritless is a women-founded non-alcoholic spirits and cocktails company creating products for consumers who want more choice in how they drink. Founded around the belief that alcohol-free cocktails should deliver the same ritual, flavor and social experience as their full-proof counterparts, Spiritless produces bourbon-inspired spirits and ready-to-pour cocktails designed for modern drinking occasions. In 2026, under Co-Founder and CEO Lexie Lancaster Larsen, Spiritless began its next chapter: a founder-led refounding combining refreshed brand identity, expanded retail distribution, AI-enabled operations and a renewed commitment to making non-alcoholic drinking feel every bit as interesting as the alternative.
What This Means
A central part of Spiritless’ refounding is the company’s use of AI throughout the business. Rather than treating artificial intelligence as a standalone campaign or experimental tool, Larsen is incorporating it into the company’s day-to-day operating model — including campaign development, content production, consumer-insight synthesis, merchandising concepts, strategic planning and workflow automation. The goal is not to remove human taste or founder judgment, but to allow a smaller team to test, learn and execute at a pace traditionally reserved for substantially larger consumer brands.
Consumer Takeaway
The newly redesigned Spiritless Old Fashioned will be available nationally through Total Wine for the holiday season. The new Spiritless Espresso Martini is available for DTC pre-order, with orders shipping in time for Dry January. During the pre-sale, the Espresso Martini is available online in 12-packs of 12-ounce cans for $47.99. At retail, it will be sold in four-packs of 12-ounce cans.
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