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Thrive Alcohol Free helps high-achieving women who know they want to stop drinking, do so easily, and explore life without alcohol, so they can thrive in every area of life!

How did it all begin?

I took a break from alcohol in 2020 for 21 days and during this time, I discovered the concept of alcohol free drinks, podcasts, books, and an alcohol free community. As the 21 days went on, I felt better in myself and this led me continuing on the alcohol free journey.

I was so passionate about the many benefits being alcohol free had on my life, that I was inspired to help other women, which I now do as a double accredited Alcohol Free Wellbeing & Transformational Coach.

What sets your business apart?

Many people want to set goals, manage challenges, discover what drives them or change an aspect of their career or life. A Transformational Coach can support you through this.

I believe the success of all the above is based on removing alcohol. This provides the impetus to fully tap into your potential, as you gain true clarity, awareness and focus to make incredible things happen, especially if you are questioning your relationship with alcohol.

This is what sets us apart, the initial focus is helping clients who know they want to ditch drinking alcohol. We partner with them on a journey of self-discovery and intentional action. This is done using the signature THRIVE AF Method, which takes clients from Foundation to Firsts and finally to Freedom.

I work with clients to help them through common questions that come up so that they can Thrive Alcohol Free!

What is the concept behind your business or the problem you’re solving?

The majority of women are Grey Area Drinkers who know that their life would be better physically and emotionally without alcohol and / or they are drinking more than the recommended health guidelines.

In the UK, this is 14 units of alcohol a week, spread over three days or more, the equivalent of six medium (175ml) glasses of wine). The US recommend no more than one drink per day for women. Canada has recently lowered their drinking guidelines to two drinks a week, and ideally, people should cut alcohol altogether!

We help women who fall into the Grey Area Drinkers category, so are not physically dependent on alcohol or have a severe alcohol addiction. These women know they want to stop drinking alcohol and we work with them to stop drinking, embody a new alcohol free identity and find lasting joy in all areas of their life, so they can thrive without alcohol.

Where to next/What is your brand vision?

The Alcohol Free Movement has grown over the past few years and as a business, we want to continue spread the message, to as many people as possible, that being alcohol free is the best kept secret!

It is a choice, and you do not need to hit rock bottom to decide to stop drinking. Through empowering women to realise they are not giving up anything, only gaining, our aim is that more women feel comfortable questioning their relationship with alcohol and feel permitted to not drink alcohol, if they choose, for them to become the best version of themselves personally and professionally.

Dupe Witherick

Founder of

Thrive Alcohol Free Ltd

What do you feel passionate about/what drives you?

Helping women feel empowered to reach their full potential.

Share an example of early life that has shaped you?

My parents always encouraged me that I could do anything I put my mind to. I also remember that from a young age, my Mother made it clear to me that, as a woman, I should be independent and be able to look after myself, so I could create and live the life I wanted, which has not doubt shaped who I am today.

Highlights of your business journey so far?

Seeing my clients go from feeling stuck and not knowing how they can actually stop drinking to being completely different people after a relatively short period of time!

Writing and publishing my book “A Cocktail of Clarity: How to ditch drinking, embody a joyful new identity and Thrive Alcohol Free”, as it is an accessible resource that I hope will help many people.

Key lessons you have learned along the way?

That a “No” can lead to a much better “Yes”.

That even though you feel uncomfortable, when you do it anyway, magic tends to happen on the other side.

You can do anything you put your mind to.

Best piece of advice you have received?

Your success is inevitable.

Advice to an aspiring entrepreneur or woman just starting her career?

Don’t be afraid to ask questions.

Find a mentor and / or coach who can help you along the way.

What funding route have you chosen for your business and why?


Some of the challenges you have faced and how you overcame them?

A fear that the coaching and alcohol free market is saturated. I overcame this by realising I am my brand, my story is valid, and I offer a service that helps people, so I now don’t worry about this. There is enough for everyone.

Getting bogged down in business admin, which could leave me uninspired. So, I now have support and know that providing this coaching service and helping people is why I do what I do.

Why is it important to support women-led business?

I love to see women supporting other women and for me it is important to do so, as we have so much to offer. We generally have something to say that goes against the grain of needing to fit into the status quo, which has been pre-defined for so long. Women tend to offer a different perspective and want to use their businesses to go on to help improve society more widely, in some way, which can pivot the way we think of what business is or should be.




Dupe Witherick

My inspiration is...


My greatest fear is...

Getting to the end of my life and not having made a significant impact.

The most courageous thing I’ve ever done is...

Climbing Mount Kilimanjaro.

Guilty pleasure?

Dark chocolate.

Mantra you live by?

Never regret anything.

Female role model?

Eleanor Roosevelt.

Women-led brand you love?


Top productivity tool?

My THRIVE AF Method which I created, that includes tips and tricks for staying alcohol free including establishing morning and evening routines. Some of these are included in the 3 Day Alcohol Free Kick Start Guide, which you can download click HERE.

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