Etha(null) is a husband and wife business that was born out of a desire to bring high-quality non-alcoholic beverages to the US market. During their annual international retreat in Sweden, Mihir and Sofia were inspired by the vast selection of non-alcoholic beers, wines, and spirits available in grocery stores and restaurants. In 2023, the couple made the decision to quit drinking to improve their health and eliminate alcohol from their social lives. They quickly realized the numerous benefits of abstaining from alcohol and wanted to share their love for non-alcoholic beverages with others.

Upon returning to their hometown in Dallas, Mihir and Sofia noticed a lack of options for non-alcoholic beverages in retail outlets. They decided to start Etha(null) to offer former drinkers a healthier option that still had the fine taste of spirits and beers in mind. Etha(null) enables the sober-curious market to explore the highest quality of non-alcoholic spirits, wines, and beers from around the world. From product reviews to licensing deals and showcasing the best non-alcoholic venues and events, Etha(null) leads the way for those who want to enjoy the beauty and taste of ethanol beverages without the toxicity.

Mihir and Sofia firmly believe that former drinkers will enjoy the selection of non-alcoholic beverages even more than those who have never consumed alcohol. Etha(null) only promotes products that taste exactly like their alcoholic counterparts, some of which may be an acquired taste to non-drinkers.