About Free Spirits with David Gonzalez & Lars Miller
Join David Gonzalez and Lars Miller as we explore the beverage industry and functional beverages. The Free Spirits Podcast shares stories from founders, brand operators, and retail experts in the beverage and cannabis space. From adult beverages to the secrets of retail success, we explore what makes great brands thrive. Follow us on social media to join the conversation and elevate your understanding of beverage business operations.
Social - @larsmillermedia & @herbalprofiles on all social platforms
Linkedin - www.linkedin.com/in/lmillermedia
Publisher
Lars Miller & David Gonzalez | Beverage Industry Experts & Functional Beverages
Inside the Growth Strategy of a Premium Functional Beverage Brand
How do you build a premium non‑alcoholic spirits brand that resonates with real consumers, competes on bar shelves, and earns repeat loyalty, not just novelty trial?
In this episode of Free Spirits, Lars Miller and David Gonzalez sit down with Emily Onkey, Co‑Founder and Chief Marketing Officer of Aplós, a modern functional beverage brand redefining the adult drinking experience.
Emily shares the story behind Aplós’ launch in 2020, the cultural shift toward moderation, and why most consumers aren’t quitting alcohol, they’re simply seeking better balance. From the rise of “weekday sober” habits to the emotional role of ritual and routine, she explains how Aplós positions itself as a sophisticated alternative to nightly drinks without the compromise of mocktails.
Drawing on her background in luxury retail, brand strategy, and performance marketing, Emily breaks down:
• why Aplós built functionality into formulation from day one
• how first‑party DTC data shaped product strategy and retail sell‑in
• the real customer cohorts driving lifetime value (and why they matter)
• why Aplós performs best when merchandised near alcohol
• the shift from DTC to wholesale velocity and market‑depth expansion
• lessons learned while raising Series A and Series B
• how premium brand positioning sustains long‑term differentiation
If you’re building in CPG, functional beverages, non‑alcoholic spirits, or adult beverage innovation, this conversation digs into the operational realities behind product‑market fit, consumer education, retail strategy, and brand longevity.
🎧 Listen in for a founder‑level look at how Aplós is helping shape the future of modern drinking.
If you are interested in trying Aplós (https://go.shopmy.us/p-36909914)use code LMM20 to save 20% on everything Site Wide!
4 Dec 2025
Building a Functional Beverage Brand with Retail Strategy and Plant-Based Innovation | Peter Olander
What does it take to launch and scale a functional beverage brand in today’s market?
In this episode of Free Spirits, Lars Miller and David Gonzalez sit down with Pete Olander, the founder and CEO of Happie, a modern functional beverage brand focused on plant-powered energy, clarity, and balance.
Pete’s journey blends personal health discovery with deep operational knowledge. Drawing from a background in finance and nutrition, he built Happie from scratch—developing formulas, managing supply chains, navigating compliance, and building strong retail and e-commerce distribution strategies.
If you’re in CPG, functional beverages, or the broader adult beverage space, this episode unpacks the reality of bringing an innovative product to market—without shortcuts or fluff.
🔍 What You’ll Learn (Chapters):
0:00 – Introduction
Meet Pete Olander and Happie’s origin story.
5:32 – From Health Journey to Beverage Formulation
How personal wellness challenges led Pete to explore functional ingredients like adaptogens and mushrooms.
11:50 – Product Development & Iteration
Why simplicity and taste drive Happie’s formulation strategy.
18:04 – CPG Ops: Sourcing, Manufacturing, and Compliance
Lessons on managing supply chains and staying nimble while scaling production.
24:18 – Retail Strategy: Getting on Shelves
The truth about pitching buyers, sell-through, and packaging for velocity.
30:40 – DTC and Amazon Strategy
Why Happie invested in omnichannel from day one—and how it’s paying off.
38:25 – Consumer Education & Brand Voice
Balancing functional benefit messaging with compliance in a regulated space.
45:10 – Scaling a Beverage Brand With Limited Resources
How Pete prioritized spend and talent while growing Happie without outside capital.
53:45 – What’s Next for Happie
A look at future flavors, product lines, and channel expansion.
If you’re building a beverage startup, exploring functional ingredients, or trying to grow a brand across retail and DTC, this founder interview is packed with real-world takeaways.
🎧 Listen now and tap into the thinking behind one of the most thoughtful brands in the functional beverage category.
13 Nov 2025
Emergency Podcast: What the Federal Crackdown Means for Functional Beverages
In our first-ever emergency episode of Free Spirits, hosts Lars Miller and David Gonzalez sit down with Chris Lackner, founder and president of the Hemp Beverage Alliance, to unpack the breaking news around proposed federal restrictions that could reshape the future of the functional beverage business.
Chris has been on the front lines of the policy debate, leading national efforts to protect the category and rally industry leaders. This episode offers clarity, action steps, and a behind-the-scenes look at what’s happening in Washington and what it means for adult beverage operators, retailers, brand founders, and investors.
We cover:
What’s actually in the bill and what changes are being proposed
What operators can expect in the next 12 months
The real risks to the beverage industry, and the myths
How distributors, consumers, and brands are responding
Why staying calm and strategic is critical right now
What constructive regulation might look like moving forward
Whether you’re a startup founder, part of a national brand, or just passionate about Hemp THC drinks, this episode breaks down the policy, the politics, and the path forward.
🎧 Listen now and subscribe to stay informed as the fight for the future of functional beverages continues.
Who has been a guest on Free Spirits with David Gonzalez & Lars Miller
Names identified in recent episode analyses. Showing up to five guests.
Joanne Caceres
Ben Larson
Gordon Whelpley
Reach and audience
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Apple Podcasts (US)
5.0 / 5
2 ratings
Spotify
5.0 / 5
7 ratings
Podcast Authority Score: 42 / 100
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Quality
71
Social presence
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YouTube
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Engagement
32
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