Singer Katy Perry is embracing “pleasure with restraint” with the launch of De Soi, a line of sparkling non-alcoholic apéritif created in partnership with master distiller Morgan McLachlan of premium spirits maker AMASS.
Timed to coincide with “Sobruary,” as Perry dubbed in an Instagram post, the launch of De Soi presents a further blurring of the lines between function-forward wellness drinks and alcohol alternatives. Each of the three varieties — Golden Hour (citrus and lemongrass), Champignon Dreams (strawberries and grapefruit) and Purple Lune (blackberry nectar, vanilla oak, and rose petals) — contain adaptogens such as reishi mushroom, ashwagandha and maca extract, along with a blend of botanicals and fruit juices. Designed as a bittersweet aperitif for “sipping slowly pre-dinner,” according to the website, the product is available exclusively online in 750ml bottles ($25) or 4-packs of 7.5 oz. cans ($25).
“I am very excited to announce @drinkdesoi, a line of sparkling nonalcoholic apéritifs that I’ve co-created with my fellow new momma/botany babe @gin.witch (McLachlan),” Perry posted to her 147 million followers on Instagram on Monday. “Our apéritifs are full of feel-good adaptogens like maca and reishi mushroom for a drink that helps you create, relax, and ease into the night.”
While Grammy-winner Perry, fresh off the debut of her Las Vegas residency, brings the bulk of the star power to the project, McLachlan’s credentials within the spirits world are substantial. She co-founded Los Angeles-based distillery The Spirit Guild in 2012 to develop spirits based on natural ingredients native to California, and in 2019 she launched premium botanical-based product brand AMASS with business partner and master distiller Mark Thomas Lynn. The label’s product roster includes personal care items and spirits (AMASS Dry Gin and AMASS Vodka), plus non-alcoholic spirits AMASS Riverine and AMASS Afterdream, the latter a cannabis-based drink made with a blend of CBD, THC and Delta-8 THC, available exclusively in Los Angeles.
Writing on her own Instagram page, McLachlan described De Soi as “a more considered choice for happy hour.”
“As creative professionals and busy moms with a shared love for a spritz, we wanted a drink that was bubbly and delicious, but that didn’t get in the way of early mornings and long nights,” she wrote. “A drink that was truly fun to sip on, and still allowed us to feel present and engaged while taking the lead. A drink that married our passion for plants and better-for-you ingredients with big, bold flavor and feel-good adaptogens.”
Even as athletes and actors continue to back spirits brands (particularly tequila and mezcal), zero-proof alcohol alternatives are also gaining traction amongst celebrity investors. Actress Blake Lively introduced a line of premium mixers called Betty Buzz back in September, while model Bella Hadid came onboard as an investor and co-founder in Kin Euphorics that same month. With non-alcoholic beverage sales increasing 33% to $331 million through November, according to Nielsen data, — a segment driven largely by young consumers who are drinking less alcohol than older generations — there’s plenty of motivating factors for entrepreneurs to get involved.