Amplify arrives on the zero-alcohol scene

Amplify, a new non-alcoholic spirit brand, aims to refresh the alcohol-free spirit sector, positioning itself as spirited, carefree, adventurous, sociable and uncompromised.

The team behind Amplify believes that making more mindful drinking choices shouldn’t mean having less fun.

Like traditional spirits, Amplify is distilled and made with a range of traditional botanicals such as juniper berries, coriander seeds, Angelica root, lemon peel, lemongrass and ginseng root combined with orange and citrus.

Amplify’s perfect serve is on rocks with Fever Tree Mediterranean Tonic and a zingy twist of fresh orange, but its complex flavour profile means it also tastes fantastic in both classic and contemporary cocktails, too

Zero-proof drinks have already been tipped as one of the biggest trends of 2020 and data now shows that 1 in 5 millennials choose not to drink alcohol, 1 in 5 adults are teetotal and a further 5 million people are actively choosing to moderate their drinking. Last year over 4.5 million people chose to take part in Dry January, and 2020 looks to be bigger still.

The bottles have been designed by renowned artist Sophie Abbott and are now available for £15 a bottle at Morrisons stores.

Clare Gibson, marketing director at Amplify, said: “Amplify is all about making the most of your experiences. Amplifying your senses without the alcohol which means you’re sharper, more in the moment and able to take in your surroundings. It’s a great tasting, non-alcoholic alternative which appeals to the young at heart who are thirsty for new experiences.

“Whether choosing not to drink or overcome with curiosity, Amplify is always a positive choice. The feedback we’ve had so far has been fantastic, so we’re really looking forward to bringing Amplify to a wider audience as we celebrate our launch.”

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