The Launch
De Soi, the Los Angeles-based nonalcoholic drinks brand co-founded by musician Katy Perry, is expanding its portfolio into the functional seltzer segment with Social Spritz — a three-SKU, caffeine-free adaptogenic line positioned as an all-day energy alternative to conventional energy drinks. The product hits Total Wine locations nationwide and select Whole Foods stores as of Aug. 18, alongside direct-to-consumer channels at drinkdesoi.com and Amazon.
Formulation and Positioning
Each 25-calorie can contains less than 5 grams of sugar and combines ginseng, L-theanine, L-tyrosine, and Vitamins B6 and B12 — a nootropic and adaptogen stack formulated by co-founder and Master Distiller Morgan McLachlan. The line is gluten-free, vegan, and free of artificial flavors and sweeteners. McLachlan framed the product's competitive set as straddling the ready-to-drink alcohol and functional energy categories: "The drink behaves like a High Noon or a softer Celsius, but without the alcohol or the endocrinological disruption," she said. Social Spritz launches in three flavors: Lemon Elderflower, Blackberry Hibiscus, and Peach Ginger.
The launch is a deliberate extension into daytime consumption occasions — a segment De Soi's original sparkling NA cocktail line, formulated with lion's mane, reishi, and L-theanine for evening relaxation, does not target. By addressing the mid-afternoon reset and casual social moments, the brand is effectively doubling its addressable daypart. Katy Perry, whose celebrity co-founder positioning has been central to De Soi's brand equity since its 2022 launch, noted the absence of clean daytime energy options as the commercial catalyst: "When I was looking for a daytime pick-me-up, I didn't like the trade-offs that existed for a little energy."
Why It Matters for the NA Category
The Social Spritz launch lands as the nonalcoholic and better-for-you beverage segments continue to attract both consumer demand and retail shelf space. The functional beverage market has seen accelerated interest from established food and beverage operators and emerging brands alike, with retailers dedicating growing linear footage to adaptogenic and nootropic SKUs. De Soi's move to occupy the functional-energy sub-segment with a low-calorie, alcohol-free seltzer positions it directly against both soft energy brands and the expanding NA spirits and mocktail category, where premium pricing and functional claims are increasingly the differentiation levers.
Distribution breadth at launch — a national chain footprint through Total Wine plus Whole Foods placement — signals meaningful retail confidence in the brand. Additional retail partnerships are expected to be announced in coming months, suggesting the brand is in active conversations to deepen shelf penetration beyond its current accounts. For foodservice operators and off-premise retailers tracking the zero-proof and functional beverage intersection, Social Spritz represents a category-blending SKU that could complicate traditional shelf-set decisions while opening new occasion-based merchandising angles.
Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine's "Top 40 Under 40" for founding American Wholesale Floral, Politz is also the Co-founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.
