ANON

The range covers familiar territory with a distinctive approach. English Garden offers a cucumber and botanical blend designed as a Pimm's alternative, bright and refreshing over ice with tonic. Bittersweet Aperitif tackles the Aperol space with bitter orange and herbal notes. Spiced Cane brings warm ginger and vanilla to the rum-style category, while No Groni delivers a ready-mixed take on the classic Negroni serve.

What sets ANON apart is the philosophy behind it. This is not a brand built on preaching abstinence or lecturing drinkers about their choices. Instead, ANON positions itself firmly alongside alcoholic options, not against them. The recent 'Be More Zebra' campaign embraced the Gen Z trend of switching between alcoholic and non-alcoholic drinks throughout an evening, celebrating balance rather than total abstention.

The hospitality trade has taken notice. ANON now appears on drinks lists at hotels, restaurants and bars across the UK, including venues with serious culinary credentials. That restaurant pedigree makes sense given Alfresco's background supplying premium soft drinks to names like Pret and Leon.

For home drinkers, ANON is stocked by specialist alcohol-free retailers including Dry Drinker and Wise Bartender. At around £20 per bottle, it sits at the premium end of the market, competitive with other serious AF spirit brands.