Non-Alcoholic Spirits Brand Hires Sex Worker for a Digital Campaign to Clap Back at Internet Trolls

A non-alcoholic spirits brand teamed up with a self-identified sex worker to educate consumers about the benefits of hugs and clap back at haters. (Photo: Free Spirits)

Non-alcoholic spirits brand Free Spirits announced on Thursday that it will be hiring a self-declared sex worker for its “Professional Hugs” campaign. The campaign was launched after an internet troll shared a particularly crass and outdated comment on the brand’s social media accounts — with improper capitalization, no less.

“drinking non-alcoholic spirits is like hiring a hooker for a hug. No Point.”

Instead of taking it personally, Free Spirits decided to have a little fun with the comment and launch a campaign in collaboration with burlesque dancer and sex worker Steph Sugar and comedian and writer Carla Lee to create a campaign educating viewers on the benefits of a simple hug.

Lee, a comic who works with Killing My Lobster Improv Troupe in San Francisco, portrays a doctor educating the viewers on the medical benefits of a hug. Sugar expressed in the segment that a 10-second hug can relieve stress, combat depression and lower blood pressure.

The campaign intends to share that both a hug and a non-alcoholic beverage provide joy.

“The driving purpose of Free Spirits is to celebrate those who make our world so colorful by living their own way — which often means making choices that don’t align with these norms or expectations,” Free Spirits founder Milan Martin said in a news release. “Historically, ‘not drinking alcohol’ was seen as strange or as a weakness. In Steph’s case, being a burlesque dancer, she’s subject to the same negative reception. Steph defines her job as ‘sex work’ and is proud of what she does, and sees it as an art form. So when we see a comment as persistent as ‘drinking Free Spirits is like hiring a hooker for a hug,’ we just felt compelled to address it head-on and explore the topics of sex work and non-alcoholic cocktails with humor and compassion toward all.”

More on the Explosive Growth of Non-Alcoholic Spirits

Non-alcoholic spirits are definitely on the rise. Due to the sober curious movement, the global market has a valuation of over $13 billion, according to BCG.

“Deciding to give up alcohol is now a year-long phenomenon rather than a concept just for January, and the search term ‘sober curious’ trends all year,” BCG Managing Director and Partner Elfrun von Koeller said

Multiple established beverage brands have gotten in on the sober curious trend. On Tuesday, major beer brand Guinness invested $32 million to continue working on its zero prof stout. As the narrative towards alcohol shifts, consumers are gravitating to more zero-proof options and Free Spirits expressed that the alcohol-free spirits brand intends to educate consumers on the joy of consuming booze-free alternatives.

The video can be viewed below: