Booch - the natural, non-alcoholic beverage that helps you chill. FLY SOBER! Building a brand of non-alcoholic drinks "Booch", it is neither a soft drink nor a health drink, not even an energy drink. Booch is in an entirely new category of its own and that's why we call it "The Chill Drink". Because Sh*t Happens... Fly Sober. :-)