The wellness drink for sober people that some say they can’t stop drinking

‘I couldn’t not have it in my system at any point because I would just start to physically feel ill.’ Illustration: Jimmy Turrell/The Guardian

When Charles Bryan stopped drinking alcohol, he wished for an alternative beverage suited to events like weddings or birthday parties. “I didn’t have a desire to get wasted, but to have a mood boost or a social lubricant,” Bryan, a personal trainer in his 40s based in New York, said.

In early 2023, he started seeing sponsored Instagram posts for Feel Free, a drink made by Botanic Tonics that contains kava and kratom. The ads depicted small azure bottles with white cursive script and depictions of a glamorous alcohol-free life.