In this episode I’m talking to Tom Johnstone, founder and CEO of Optimist Drinks, a non-alcoholic spirits company based in Los Angeles. Optimist Drinks are designed to enhance social connection and to creating a range of products that give people a choice, the freedom to experiment with their drinking rituals and strengthen their social connections. In the episode we discuss rethinking drinking, the habitual nature of drinking and how it is ingrained in our social rituals; why we still feel the need to justify not drinking for any reason; how his experience as a brand strategist for tech companies helped hone the creation of Optimist; why having a purpose is so important for any brand, and so much more. 

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