Alcohol-Free Amplify Seeks To Deliver A No-Compromise Spirit
by Rudy Sanchez on 02/11/2020 | 2 Minute Read
An increasing number of people are cutting back on alcohol, opting to replace their ethanol-fueled libations with booze-free beverages, sometimes with drinks designed to taste like their intoxicating inspiration. Add many do have a pleasant taste, but part of the drinking experience isn’t just flavor, alcohol alters moods, lowers inhibitions, and reduces social anxiety, all things most “mocktails” and 0% beer can’t do.
One brand of non-alcoholic spirits, Amplify, approached sober drinking differently. Rather than attempt to replace a boozy experience, Amplify seeks to enhance the senses through a bright, zesty, and crisp blend of citrus and botanicals. It’s a different experience that doesn’t have to lead to a night of sloppiness, dulled senses, and mornings filled with regret.
Although the liquid itself is clear, the packaging continues on the theme of a heightened sensory experience with a label inspired by the bright scents of orange and lemon as well as the earthiness and spiciness of juniper, ginger, and lemongrass.
The brand name is written at an angle on the front of the bottle, using a script that is elegant and vibrant, supported by clean and sharp secondary typefaces. The logo, a bird with wings at its flap’s apex, reinforces the brand’s messaging of elevating the senses and drinking experience, as well as freeing the consumer from needing alcohol for a great night. The label also features work by painter Sophie Abbot, whose work often features bright and expressive colors sparked by nature and a natural fit for Amplify’s visual identity.
Elmwood developed the branding, strategy, and visual identity for Amplify, highlighting the unique experience of it rather than positioning the non-alcoholic spirit as a beverage that keeps one in the moment, rather than removing one from the moment.
“We are always experimenting with new flavors and innovating within the drinks market. After seeing incredible growth with Slingsby, we are thrilled to introduce Amplify, our newest brand and our first alcohol-free distilled spirit to the world,” said Amy McLeod, Brand Manager, at InterContinental Brands. “Elmwood instantly captured the essence and unique character of Amplify. Amplify is about making the most of the moment and treating drinkers to a sensorial experience they won't forget,” she adds.
Amplify is now available at Morrisons locations and is the first non-alcoholic spirit for the UK supermarket chain.