In this week’s interview, we have the pleasure of introducing you to Emma Pike, Co-Founder of Free Spirit.

Emma was talking to a friend about how difficult it was to get decent alcohol-free alternatives in Singapore and they both saw a gap in the market. Since they both wanted more options personally, they thought, why not just do it themselves. If they wanted alcohol-free products there had to be others around that wanted the same.

Connect with Emma
Let’s start with the timeless 60 seconds ‘elevator pitch’, what’s yours?

Free Spirit is Singapore’s biggest alcohol-free bottle shop offering a massive selection of non-alcoholic beers, wines, spirits, and more. All of our products are tried and tested, are low in sugar, and made from natural sources. We aren’t telling people not to drink, we are here to provide an option to those who choose not to drink.

At one point or another, it is inevitable that challenges will pop up in business. What’s your approach to overcoming challenges?

Often people are surprised when they see the prices of alcohol-free options as they are close, if not on par with alcoholic options but after explaining the process to create a good alcohol-free alternative actually takes longer to create than alcohol and most are initially created with alcohol then the alcohol is removed that they then understand the reasons. Alcohol-free products have advanced so much over the past couple of years and it’s great to get questioned on why we do what we do so that we can explain it in more detail.

Sales and marketing are two very important, but different functions within a business. What is your number one sales tip?

Honesty. If you aren’t honest in your sales and marketing and believe in your products then people won’t trust you and you won’t be able to sell anything. Find a product or service that you believe in and can talk openly about and you won’t have any issues selling it.

Co-Founder - Free Spirit Singapore
Emma Pike, Free Spirit, Singapore
What is your favourite business tool or system?

WhatsApp on my desktop! It’s becoming the new email that people just WhatsApp you so to have the ability to type freely on a desktop keyboard rather than a phone is great!

It is important to celebrate your achievements, particularly during the difficult times. How do you celebrate your achievements?

I like to celebrate small and large achievements differently. Some people put goals out there that are massive and take a long time to reach so their celebrations are far and few which can be good or bad for some people. I like to celebrate small goals by taking time off and doing sport, getting a massage, and just turning my phone off for an hour. Then when the big goals are achieved I’m not overly stressed at that point and normally just celebrate with a nice dinner with family or friends.

Being in business is like an education in itself, what are the three most important lessons you’ve learned in your business?

Lesson 1: Get a partnership agreement if you go into business with a friend. ​

Lesson 2: Outsource the things you aren’t good at rather than trying to do everything yourself taking time away from what you do best when you can pay a small fee for someone else to do it allowing you to grow your business faster.

Lesson 3: Be honest and true to your branding, products, and/or services.

What business-related book or podcast has inspired you the most?

I love the book by Seth Godin called “Tribes”, I just think Seth is the best person when it comes to keeping it simple with marketing and sales strategies and explaining things.

The purpose of such an interview is to promote your business. Please tell us, who is your dream client?

Our dream client is someone who wants to be social but doesn’t want the pressure to drink, wants to wake up with a clear mind, wants to be focused, wants to spend better quality time with their family and friends, someone that doesn’t need alcohol in their life or wants to reduce their alcohol intake without getting questioned by friends about why they aren’t drinking.

If you are Emma’s dream client, please contact her through her website,

Thank you for taking the time to connect with us Emma. We are delighted to showcase you on our site.

:: END ::

Women Business Owners Asia is a passion project to showcase the women, living in Asia, who have taken the plunge and started their own business.

“There is no force more powerful than a woman determined to rise.” – Unknown

If you’d like to see a Women Entrepreneur profiled, please ask her to fill out our interview form.