'We're going through a once-in-a-generation realignment of the adult beverage industry' - Aplós co-founder David Fudge speaks to Global Drinks Intel - Part I

‘We’re going through a once-in-a-generation realignment of the adult beverage industry’ – Aplós co-founder David Fudge speaks to Global Drinks Intel – Part I

Last updated: 19/03/2026 at 11:29 PM

By Olly Wehring

3 March 2026

8 Min Read

‘Many alcohol suppliers are in a period of optimising their current portfolios for where the industry is headed. They’re focused on the across-the-board industry challenges, because of the shift in consumer behaviour.’

Just over five years ago, David Fudge teamed up with Emily Onkey to co-found Aplós, an alcohol-free functional spirit that encouraged consumers to “rethink the way you drink”. Global Drinks Intel editor Olly Wehring caught up with Fudge earlier this year to learn more about Aplós and the burgeoning functional non-alcoholic spirit segment.You didn’t have a drinks industry background before you launched Aplós.I've been a marketer for my whole career of over 20 years, but I’ve worked with start-ups for about 15 years. I was in media and fashion before, and I had the fortunate experien