A NEW NON-ALCOHOLIC SPIRIT FOR THE MINDFUL DRINKER

Amplify is a new non-alcoholic spirit brand that is set to burst on to the zero-proof scene in Autumn 2019

AMPLIFY
Free of alcohol, free in spirit

Amplify aims to refresh the alcohol-free spirit sector, positioning itself as spirited, carefree, adventurous, sociable and uncompromised – the perfect choice for those who don’t want to compromise on their experience when choosing not to drink alcohol.

The team behind Amplify believes that making more mindful drinking choices shouldn’t mean having less fun. The brand is bringing a unique taste and strong attitude to the market at a time when one-dimensional or sugary choices are replaced with edgy, great-tasting and exciting zero-proof cocktails and drinks. Amplify allows the senses to be heightened instead of dulled, reflecting on the good times with brilliant clarity instead of the anxious murkiness that can linger after a night out. Choosing Amplify means imbibers can swerve the hangover by drinking it all in; the sights, the sounds, the tastes and the memories.

Like traditional spirits, Amplify is distilled and made with a host of invigorating ingredients such as juniper berries, coriander seeds, Angelica root, lemon peel, lemongrass and ginseng root. These fragrant botanicals combine with vibrant, punchy orange and citrus to provide a drink that satisfies and satiates without drama or disarray.

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. Amplify provides a versatile way to be creative and enjoy the rituals of drinking without compromise of any sort.

The bottles have been designed by renowned artist Sophie Abbott and are now available for just £15 a bottle at Morrisons stores across the country, meaning Amplify is accessible for all types of considerate drinkers. Amplify encourage drinkers to experiment with non-alcoholic cocktails just as they would with traditional spirits.

Clare Gibson, who is Marketing Director at Amplify, says “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.”