Free Spirit, the non-alcoholic drinks boutique, expands: a second store opens on Pohjoisesplanadi

Two stores, one vision

As the beverage industry undergoes a transformation, the role of Nordic alcohol monopolies is being viewed from an entirely new perspective. With the increase in non-alcoholic consumption, even consumers and businesses that still use alcohol are increasingly turning to Free Spirit’s specialty store in search of high-quality non-alcoholic alternatives. Staff at Alko stores in the Helsinki metropolitan area are now even directing customers to the non-alcoholic boutique.

“When we founded Free Spirit, our vision was clear: to import the world’s best non-alcoholic wines and spirits to Finland — carefully curated, with attention to personalized customer service and a high-quality drinking experience in a market where the customer had hardly been considered. We wanted to offer sommeliers and pairing menus something credible for the very first time,” says Jenny Rostain, founder and CEO of the company.

Customers who consume non-alcoholic beverages — both from Finland and abroad — seek products from Free Spirit with flavour profiles close to authentic wine and spirit experiences. Consumers have expressed frustration with the sweet, juice-like non-alcoholic alternatives that have long dominated the market.

“Many of the non-alcoholic wine products seen on store shelves so far have been made from leftover batches that couldn’t otherwise be sold — resulting in poor quality. That’s why products have often been ‘corrected’ with added sugar and other unnecessary ingredients. We wanted to change this.

By opening our second store in the heart of Helsinki ahead of the festive season, we are taking the next step towards a new, premium-level non-alcoholic drinking culture. We lead with taste and quality, reminding customers that quality cannot be found on store shelves at seven euros.

We are working in a market and in a way that hasn’t previously interested many.
– However, we have now seen big international players and even the management of Finland’s alcohol monopoly following our activities closely,” Rostain explains.

A non-alcoholic boutique, a holistic experience

The new Free Spirit ESPA opening on Pohjoisesplanadi will, in addition to the company’s full product range, offer popular tastings and private event opportunities in a visually appealing environment. The boutique will also feature a curated seasonal gifting collection for both businesses and consumers — perfectly timed ahead of the holiday season.

“From the very beginning, it has been important to us to offer consumer customers the opportunity to drink better — and for businesses, to provide a beverage selection that considers all customer groups and cultures. And this is why we listen carefully to non-alcoholic consumers: Our most valuable asset is the knowledge of the market we have accumulated by interviewing over fourteen thousand customers who have visited our store. We develop our operations with product quality and taste first, and along the way, we help people make healthier choices without even noticing it,” Rostain says.

Free Spirit ESPA is part of the Finnish startup’s growth strategy, which aims to develop the beverage market in a new way. The company’s goal is to make high-quality non-alcoholic products accessible to everyone in a sustainable way, without driving down importer or producer prices.

In addition to Free Spirit boutiques, the company operates an online store that delivers products to consumers across Finland. Beyond Finland, the startup also serves business clients across the Nordics, including major institutions, fine dining restaurants, event venues, foundations, associations, and a wide range of companies.

From October onwards, consumer and business customers can visit Free Spirit at two Helsinki locations:

Free Spirit ESPA — Pohjoisesplanadi 25–27
Free Spirit FLAGSHIP — Fabianinkatu 31