LEARN MORE ABOUT OUR MISSION #20FREE

Every year, hundreds of new spirits are being flushed onto the global market. Campaigns worth billions suggest that partying and alcohol have to go hand in hand. From our point of view, however, moderate enjoyment should be promoted with a good alternative offer rather than just by means of a prevention logo. In the past decades, alcohol consumption has not increased at all, especially when having a look at the younger age groups. It’s definitely the other way around, the trend is increasingly moving towards conscious consumption while "free-from" products have become a standard in almost every food category from meat to milk. But drinks without alcohol? No way! At the same time, reduced alcohol consumption can have so many positive effects on our well-being and effectively help to keep our lifestyle in balance!

UNDONE is your new way to enjoy the most popular long drinks and cocktails. Imagine every fifth alcoholic drink becoming alcohol-free – can't be done? No way! Deciding between prohibition or renunciation? Not our way! With UNDONE, we invented an alternative to alcoholic drinks, by offering consumers a taste experience that is damn close to the original. Delicious drinks also work without the alcohol. In this natural way, we aim to promote a healthier and more conscious lifestyle, while reducing global alcohol consumption by 20% within five years. One thing is for sure now: even if you don't want to drink alcohol, you don't have to miss out on the good drinks we love!

Delicious drinks also work without the alcohol

It's time to revolutionize alcohol consumption

Responsibility is more than just a logo

MISSION

#20FREE

DRINK POSITIVE. GET RESILIENT.

But now let's take a closer look at the positive effects that kick in when you drink less or no alcohol. A study by the University of Sussex has revealed the following results:

54% had better skin
57% had better concentration
58% lost weight
67% had more energy
70% had improved overall health
71% slept better
71% realized they didn't need a drink to enjoy themselves
76% learned more about when and why they drink
80% feel more in control of their drinking
82% think more intensely about their relationship with drinking
88% have saved money
93% of the participants had a sense of achievement

That makes you curious, doesn't it? "Sober Curious" is what a conscious lifestyle without alcohol is called nowadays when one is collecting all these benefits on a regular basis. This movement is about letting the relationship of fitness, purity and clarity of body and mind take center stage and letting alcohol take a back seat.

Reduced alcohol consumption has positive effects

From better sleep to more energy

MINDFUL DRINKING

The effects on mental health should not be underestimated. Whereas alcohol used to be the "painkiller" for physical deseases, today it even intensifies psychological complaints:

THE DARK SIDE OF ALCOHOL

Before we launched UNDONE, we looked more and more closely at the consequences of heavy drinking. Here are a few facts that made us particularly thoughtful:

It happens in the middle of our society

Alcohol is mentioned, far ahead of other substances, even the banned ones, as the most harmful drug of all. (1) Europe holds the record for the highest per capita consumption of alcohol. 72% of adults report drinking alcohol in the past 12 months (61.4% women; 83.3% men). (2) In Germany, more than 2.5 million children have parents who abuse or are dependent on alcohol, mothers and fathers of another 4 million children drink at risky level. One in three children from families with addiction problems is regularly beaten or witnesses violence at home. (3)

According to the Global Drug Survey, alcohol has a stimulating effect, is highly addictive, and is very harmful both physically and psychologically. A person who is drunk reacts in a disinhibited and less anxious manner. The person is more relaxed, more willing to talk and take risks, and loses control over movements and speech. Alcohol is a cell poison. Too much of it damages the brain, organs such as the liver, and the nervous system. In the long term, it can change personality. Coma drinking can be fatal. (4)

Alcohol-related deaths are even higher than we had expected:

According to the educational platform „Kenn Dein Limit“ (engl.: „know your limit“) every 12 seconds a person is killed by alcohol. (5) According to Statista, the year 2019 brought about 55.4 million deaths. (6) With about 3 million deaths caused by alcohol annually, we can assume that around 5.4% of all deaths are based on harmful alcohol consumption. Alcohol-related deaths have been largely due to cancer (29%), cirrhosis (20%) cardiovascular disease (19%), and injury (18%). 19% of all deaths in the 15-19 age group were attributable to alcohol. This means that one in five deaths in this age-group was caused by alcohol. (2)

FREE YOUR DRINKS. FREE YOUR SPIRIT.

Alcoholic beverages need more transparency

Mission #20FREE for better education

Finally, there is also the question of what exactly alcoholic beverages exactly contain. Have you actually noticed that spirits are the only foodstuff that does not have to list its ingredients on the products? Just as it is required by law for all other products, we are in favor of an equally transparent breakdown of food regulations for alcoholic beverages – so that we know exactly what we are consuming there, too.

For all these reasons, we have not only developed UNDONE, but are also launching the #20FREE initiative to rid drinks of alcohol and live more consciously. 20% already make a huge difference, that's why we say: Free your drinks. Free your spirit. Are you with us?