- Herbs Replace Liquor Culture
- Tech Job to Startup
- From Coding Desks to Kitchen
Article Today, America:
A young technology professional in the United States has drawn attention for creating a herbal, alcohol-free drink that offers relaxation without intoxication. The entrepreneur, Yasmin Santos, earlier worked as an advertising specialist at Meta. However, a personal health setback in 2018 forced her to quit alcohol. Although her health improved later, she chose not to return to drinking. Instead, she began searching for a safer alternative that could offer calmness without harming the body.
Personal Trigger Behind the Idea
The shift was not merely professional. Santos was deeply affected by her mother’s prolonged struggle with dementia and the side effects of medication. Observing this, she began exploring plant-based remedies traditionally used to manage stress and anxiety. Consequently, she started studying herbal science alongside her technology career, convinced that nature offered answers modern lifestyles were missing.
Kitchen Becomes Laboratory
Meanwhile, Santos turned her home kitchen into a small experimental space. She began preparing tinctures using herbs such as kava, CBD, and damiana. These early blends were shared informally with friends at social gatherings. The feedback surprised her. Users reported a sense of calm and clarity similar to alcohol, but without impairment or hangovers. Encouraged by this response, she decided to build a business around the idea.
Birth of a New Brand
In 2021, Santos laid the foundation for her startup, named Alternativ. The following year was spent refining the product and building the brand identity. In January 2024, the herbal drink officially entered the market. The product was positioned as a social drink that mimics the experience of alcohol while remaining completely non-intoxicating.
Modest Investment, Steady Rise
The initial investment was modest. Santos used approximately 11,000 dollars, inherited after her mother’s death, along with personal savings from her Meta career and freelance work. In addition, she adopted a direct-to-consumer approach and promoted the product through mobile bars at corporate and wellness events. This strategy helped the brand gain early visibility without external funding.
Unexpected Customer Profile
Interestingly, the primary customers were not fitness enthusiasts, as initially expected. Instead, high-income corporate executives between 40 and 55 years emerged as the core market. Many turned to the herbal drink as a substitute for alcohol to manage workplace stress while staying mentally alert. Adventure travellers and surfers also began using the product for focus and emotional balance.
Rapid Growth Trajectory
Currently, the company reports a growth rate of over 100 percent. Revenues have crossed several lakh rupees within the first year. Santos estimates that monthly sales could reach 100,000 dollars in the near future. The beverages are now bottled through a manufacturing partner in Pennsylvania, and plans are underway to enter the ready-to-drink segment.
Looking Ahead
Therefore, what began as a personal health decision has evolved into a scalable wellness business. Without external investors, Santos has built a company that challenges conventional drinking culture. By combining traditional herbal knowledge with modern branding, her venture reflects a growing global demand for mindful and health-conscious alternatives.
