Non-alcoholic ‘spirit’ Amplify launches in UK

Amplify has become the latest product to join the burgeoning non-alcoholic ‘spirits’ category.

Amplify is seeking to “refresh the alcohol-free ‘spirit’ sector” and is “positioning itself as spirited, carefree, adventurous, sociable and uncompromised”. "Amplify is all about making the most of your experiences,” said Clare Gibson, marketing director at Amplify. “Amplifying your senses without the alcohol which means you're sharper, more in the moment and 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 Amplify is distilled with ingredients such as juniper berries, coriander seeds, angelica root, lemon peel, lemongrass and ginseng root. These botanicals provide “vibrant, punchy orange and citrus” notes. The expression is recommended served with Fever-Tree Mediterranean Tonic and garnished with a twist of orange, and in cocktails where it brings a “complex flavour profile”. The bottle has been designed by artist Sophie Abbott. Amplify is priced at £15 (US$19.40) per 500ml bottle and is available in Morrisons stores across the UK.