Recently, the conversation around alcohol and its effects gained momentum, primarily sparked by Steven Bartlett, the host of Diary of a CEO. He generated significant buzz when he articulated how two glasses of wine seemingly “ruined” his subsequent three days. According to Bartlett, the impact of alcohol cascading through his sleep, nutrition, and overall well-being was pronounced, with alcohol disrupting his dopamine and cortisol levels. This declaration spurred debate, leading some to accuse him of dampening enjoyment while also igniting discussions about the fringes of modern optimization culture.
Regardless of individual opinions on this phenomenon, a notable trend has emerged: a growing public awareness regarding the health risks associated with alcohol consumption. As many reconsider their drinking habits, a rise in the interest for non-alcoholic spirits has paralleled this shift.
As more individuals seek to reduce their alcohol intake, non-alcoholic options have proliferated. However, the quality of these alternatives raises questions. One anonymous expert remarked that many of them consist of “just water and herbs.”
Millie Milliken, noted for her work Tequila: A Tasting Course, echoes this sentiment: “Non-alcoholic spirits attempting to replicate their alcoholic analogs face an uphill battle. Without alcohol, it is nearly impossible to achieve the expected texture and flavor profiles associated with drinks like whisky or gin.”
Nonetheless, there is potential for innovation. Milliken highlights Botivo, a UK brand that embraces its unique character, eschewing imitation for a distinctive herbal base suitable for spritzes. She also praises Sylva, developed by Seedlip’s founder, which celebrates the flavors of malted barley and British wood. Furthermore, she suggests exploring adaptogen-infused beverages, particularly noting Three Spirits’ variations that can promote relaxation or enhancement of mood.
Kara Newman, a seasoned food, wine, and spirits writer in New York, shares a similar view. Despite sampling numerous non-alcoholic offerings, she finds most to be “adequate.” However, she appreciates Pathfinder, crafted in the style of an amaro, noting its layered complexity and bittersweet profile.
At London’s Connaught Bar, guests might find themselves being served by Giorgio Bargiani, recently honored with the Altos Bartenders’ Bartender Award 2026. He has observed a notable increase in patrons opting for low- and non-alcoholic cocktails, attributing this trend to a changing landscape that favors high-quality offerings.
Bargiani emphasizes the ability to recreate tasting notes reflective of distinct botanicals typically found in liqueurs. His preferred selections include Sipsmith Freeglider, noted for its crisp freshness, along with the versatile Three Spirit range, which offers a variety of results in cocktail formulations.
Aurélie Panhelleux, co-owner of CopperBay at the Lancaster Paris, advocates for the categorization of non-alcoholic spirits as a distinct industry segment. Reflecting on its evolution, she believes these products merit their own identification in the market.
The consensus appears to be that imitating traditional spirits often falls short. However, when non-alcoholic options embrace their unique qualities, characterized by new flavors and sensations, they earn their rightful place in the modern bar landscape.
