Mission

At ARKAY, our mission is much greater than creating alcohol-free beverages.

Our mission is to help people live better, healthier, more responsible and more fulfilling lives by giving them the freedom to enjoy the taste, ritual, sophistication and social experience of a traditional spirit without consuming alcohol.

We believe that choosing not to drink alcohol should never mean being excluded from a celebration, a dinner, a business meeting, a wedding, a party, a family gathering or a moment shared with friends.

ARKAY was created to give people another choice.

A choice to participate.
A choice to celebrate.
A choice to raise a glass.
A choice to enjoy the moment.
And, most importantly, a choice to remain sober.

For some people, sobriety is a personal decision. For others, it is connected to health, religion, family, work, driving, pregnancy, athletic performance, recovery, medication, personal discipline or simply the desire to wake up the next morning feeling clear and in control.

Whatever the reason, ARKAY believes that everyone deserves a sophisticated alternative.

Our purpose is to make that alternative available around the world.

Helping People Stay Sober

Alcohol has been part of social life for centuries, but it can also create serious consequences for individuals and families.

A single evening of excessive drinking can affect judgment, relationships, work, driving, finances and personal safety.

For some people, alcohol can become something much more serious.

It can damage marriages.
It can affect children.
It can destroy trust.
It can interfere with careers.
It can create financial hardship.
It can turn celebrations into regrets.
It can cause people to say or do things they would never have done while sober.

ARKAY exists to offer another possibility.

We want people to be able to enjoy the social experience of having a whisky, rum, gin, vodka, agave-style drink or cocktail while remaining completely present and in control.

We want someone to be able to have dinner with friends and still drive home responsibly.

We want a father or mother to participate in a celebration and still be fully present for their children afterward.

We want someone attending an important business dinner to enjoy the ritual of a sophisticated drink while keeping a clear mind.

We want people who have decided to stop drinking alcohol to continue participating in social life without feeling that they have to explain themselves.

ARKAY is about giving people that freedom.

Stronger Families

One of the most important parts of the ARKAY mission is family.

Families depend on trust, responsibility, presence and good judgment.

Being a good father, mother, husband, wife, partner, son, daughter or friend often means being there when someone needs you.

It means being able to listen.
It means being able to make responsible decisions.
It means being present physically and mentally.
It means remembering the important moments.
It means coming home safely.
It means setting an example.

We believe that reducing alcohol consumption can help many people become more present in their family lives.

A person can still celebrate a birthday, Christmas, New Year's Eve, a wedding, an anniversary or an important achievement without becoming intoxicated.

Parents can toast at dinner and still be fully available to their children.

Couples can enjoy an evening together without alcohol changing the tone of the night.

Friends can celebrate together and still remember the entire evening the following morning.

Our mission is not to tell people how to live.

Our mission is to give them a meaningful alternative.

If ARKAY helps even one person make a better decision, return home safely, avoid an argument, stay sober for another day or become more present with their family, then ARKAY has accomplished something far more important than simply selling a bottle.

A Social Experience Without Alcohol

Alcohol is deeply connected with rituals.

Champagne accompanies celebrations.
Whisky accompanies conversation.
Wine accompanies dinner.
Cocktails accompany parties.

A drink is often part of business meetings, vacations, weddings, holidays and important milestones.

For many people who do not drink alcohol, the difficulty is not necessarily missing alcohol itself.

They may miss the experience surrounding it.

Holding a beautiful glass.
Preparing a cocktail.
Adding ice.
Mixing ingredients.
Making a toast.
Sharing a drink with friends.
Participating in the same ritual as everyone else at the table.

ARKAY was created to preserve these experiences without requiring alcohol.

We want consumers to feel included, not different.

A person drinking ARKAY should be able to sit at the same table, use the same type of glass, prepare the same style of cocktail and participate in the same celebration as everyone else.

They simply make a different choice about what is inside their glass.

That is why our philosophy has always been:

Drink Differently.

Sobriety Without Sacrifice

For many years, consumers who did not drink alcohol had very limited choices.

At a sophisticated restaurant or celebration, the alternatives were often water, soda, juice or a simple soft drink.

Those products have their place, but they do not reproduce the experience of enjoying a spirit or cocktail.

ARKAY was created because we believed people deserved something more.

We wanted consumers to have a product that looked appropriate at the dinner table.

Something that could be poured into a whisky glass.

Something that could be mixed into cocktails.

Something that could be served at weddings, hotels, restaurants, bars and corporate events.

Something adults could enjoy without feeling that they were drinking a children's beverage.

The objective was never simply to remove alcohol from a beverage.

The challenge was to recreate the complete experience.

The aroma.
The taste.
The warmth.
The presentation.
The ritual.
The sophistication.
And the emotional experience of sharing a drink.

Without the alcohol.

Responsibility and Choice

ARKAY is fundamentally about choice.

We respect adults who choose to drink alcohol responsibly.

We also respect people who choose not to drink.

What we want is for alcohol-free consumers to have an equally serious and enjoyable option.

No one should feel pressured to drink alcohol simply because everyone around them is drinking.

A business executive should be able to order a zero-proof drink at dinner without embarrassment.
A young adult should be able to attend a party without feeling pressured to consume alcohol.
A person in recovery should be able to participate in appropriate social situations without feeling excluded.
A designated driver should have something more interesting than water or soda.
A parent should be able to celebrate without compromising their responsibilities.
An athlete should be able to enjoy a cocktail-style beverage while maintaining their training commitments.
Someone taking medication should be able to participate in a toast without consuming alcohol.
A person whose religious beliefs prohibit alcohol should be able to enjoy sophisticated alternatives designed for their lifestyle.

The reasons for choosing alcohol-free beverages are different for everyone.

ARKAY respects all of them.

A Better Tomorrow

We believe the world is changing.

More consumers are thinking carefully about what they drink.

They are asking more questions.

How much alcohol am I consuming?
How does it affect my sleep?
How does it affect my family?
How does it affect my productivity?
How does it affect my health?
How does it affect my decisions?
How does it affect the person I want to become?

For many consumers, the answer does not have to be complete abstinence forever.

Sometimes it means drinking less.

Sometimes it means alternating alcoholic drinks with alcohol-free drinks.

Sometimes it means remaining sober during the week.

Sometimes it means choosing not to drink when driving.

And for some people, it means deciding that they never want alcohol in their lives again.

ARKAY can be part of all of these choices.

We are not here to judge.

We are here to provide an alternative.

Supporting People in Recovery

We have great respect for people who make the difficult decision to confront alcohol dependency and rebuild their lives.

Recovery requires strength, discipline, support and personal commitment.

ARKAY is not a treatment for addiction and does not replace professional medical care or recovery programs.

But we believe the broader alcohol-free movement can help create a society in which choosing sobriety feels more normal and less isolating.

The more restaurants, hotels, homes, parties and celebrations offer serious alcohol-free alternatives, the easier it becomes for people to say:

“I don't drink alcohol.”

And then continue enjoying the evening without having to defend or explain that decision.

That cultural change matters.

We want sobriety to be respected.

We want moderation to be respected.

We want responsible choices to be respected.

Protecting the Moments That Matter

Some moments in life cannot be repeated.

The first words of a child.
A graduation.
A wedding.
A family dinner.
A birthday.
A conversation with a parent.
An important business decision.
A drive home.

Alcohol can sometimes make people less present during exactly the moments that matter most.

ARKAY's mission is to give consumers the ability to participate in those moments without sacrificing clarity.

We want people to remember the celebration.

Remember the conversation.

Remember how they got home.

Remember what they said.

Remember who they were with.

And wake up the following morning ready to continue their lives.

Being a Better Father, Mother, Partner and Friend

Success in life is not measured only by money or professional achievements.

It is also measured by the quality of our relationships.

Did we take care of our children?
Were we dependable?
Were we present?
Did people trust us?
Did we protect the people we loved?
Did we behave responsibly?
Did our family know they could call us at any hour?

Sobriety can play an important role in answering those questions.

ARKAY wants to help create more evenings where fathers return home safely.

More evenings where mothers remain fully present.

More conversations that do not become arguments because someone drank too much.

More mornings without regret.

More children seeing responsible behavior from the adults around them.

More families celebrating together without alcohol becoming the center of the celebration.

That is part of what Drink Differently means to us.

Innovation With a Human Purpose

ARKAY began as an innovation challenge, but innovation alone is not enough.

Technology has value when it improves people's lives.

The development of ARKAY was not simply about proving that an alcohol-free whisky alternative could be created.

It was about solving a human problem.

People wanted the experience of spirits without necessarily wanting the alcohol.

That challenge led to years of research into aroma, flavor and sensory experience.

The result ultimately became a growing family of zero-proof alternatives designed to reproduce many of the familiar characteristics consumers associate with traditional spirits.

But behind every formulation is a larger purpose.

Every ARKAY bottle represents another choice.
Every alcohol-free cocktail represents another possibility.
Every restaurant that adds a serious zero-proof option creates a more inclusive environment.
Every celebration where someone chooses an alcohol-free drink demonstrates that enjoyment and intoxication do not have to be the same thing.

Inclusion Around the World

ARKAY is also about inclusion.

Around the world, millions of people do not drink alcohol because of culture, religion, health, personal preference or lifestyle.

Historically, the beverage industry has often treated those consumers as an afterthought.

We believe they deserve better.

They deserve innovation.
They deserve quality.
They deserve sophisticated packaging.
They deserve variety.
They deserve great cocktails.
They deserve products designed specifically for them rather than simply removing alcohol from something originally designed for someone else.

Our ambition is to make ARKAY available wherever people gather and celebrate.

Restaurants.
Hotels.
Airlines.
Cruise ships.
Bars.
Nightclubs.
Casinos.
Sporting events.
Concerts.
Weddings.
Corporate events.
Family celebrations.
Homes.
And every other place where people come together.

The person who chooses not to drink alcohol should have as much choice as the person who does.

Changing the Meaning of Celebration

For generations, society has often connected celebration with alcohol.

ARKAY wants to help broaden that definition.

Celebration should mean happiness.

Connection.
Family.
Friendship.
Achievement.
Love.
Conversation.
Music.
Food.
Laughter.
Memories.

Alcohol may be present for some people, but it does not have to define the moment.

The most important thing inside a glass is not alcohol.
The most important thing is the person holding it.

Our Commitment

ARKAY's commitment is to continue developing alcohol-free products that provide consumers with more choice.

We will continue exploring new flavors, formats and drinking experiences.

We will continue working to make zero-proof beverages available in more countries.

We will continue educating consumers that choosing not to drink alcohol does not require giving up sophistication or social participation.

And we will continue supporting a future in which responsible drinking decisions are respected rather than questioned.

Our ambition is not simply to build one of the world's leading zero-proof beverage companies.

Our ambition is to help change the culture around drinking.

To make sobriety easier.
To make moderation easier.
To make responsible choices easier.
To help people remain present.
To help people return home safely.
To help parents be there for their children.
To help families stay stronger.
To help friends take care of one another.
To help people wake up without regret.
And to prove that some of life's greatest moments can be celebrated without alcohol.

14 / THE ARKAY BELIEF

The ARKAY Belief

We believe you can celebrate without becoming intoxicated.
We believe you can socialize without losing control.
We believe you can enjoy the ritual without consuming the alcohol.
We believe sobriety can be sophisticated.
We believe responsibility can be enjoyable.
We believe choosing differently should never mean being excluded.
We believe families matter.
We believe being present matters.
We believe tomorrow morning matters.
We believe people deserve a choice.
And we believe that choice can begin with something as simple as what you decide to put in your glass.

Drink Differently.
Zero Alcohol. Full Experience.

Because the best celebrations are the ones you remember.