When founders Audrey and Amanda realized that alcohol was no longer serving them, they became increasingly curious about the non-alcoholic beverage space. But as they explored the market, they found themselves underwhelmed. Most options felt heavily marketed toward the “wellness” space, with branding and taste that leaned overly clean, soft, or clinical. The products themselves often came in slim 8 oz or 12 oz cans that didn’t look or feel like a real drink you’d order at a bar, crack open at the lake, or bring to a party.
One of the hardest parts of stepping away from alcohol wasn’t missing alcohol itself—it was missing the ritual, the camaraderie, and the social ease that came with it. They still wanted to be out with friends, at bars, concerts, lakeside weekends, and dinner parties, holding something that felt just as intentional, cool, and socially seamless, and without the inevitable questions about why they weren’t drinking. So they asked themselves: What is it about alcohol branding that makes it feel so magnetic? The answer was the feeling it brings: edge, grit, rebellion, freedom, confidence, and that subtle sense of taking the edge off.
That question became the foundation for How Tea. A non-alcoholic brand built to capture those same feelings in a better-for-you way: edgier branding, a familiar 12 oz standard can, clean ingredients, and functional adaptogens designed to provide a lift—so you can still feel part of the moment, wake up feeling better, and never feel like choosing not to drink means missing out.
