Bringing functional to faux alcohol.

With big brands like Gordon’s releasing zero alcohol versions of iconic liquids, young contender Three Spirits is proud to play a different tune.

“We’re a pleasure-based company” explains Dash Lilley, Co-Founder and Head of Product at Three Spirit. “Our products are designed by bartenders and plant scientists, and we focus on what goes in – not what is taken out. We’re absolutely not about removing any pleasure!”

Dash believes that the no and low sector has huge potential but suggests that it could champion a better name. “No & low alcohol, alcohol free or non-alcoholic are all a bit clunky, and imply inferior substitution. Names set expectations, and I think we can do better.”

Dash, and his research lead, Geyan Surendran, are proud of the time they’ve taken to create alternative spirits with impact – getting the balance of acidity, spice, sweetness, and mouthfeel absolutely right.

“It’s never been just about the ingredients. It's about the combination of ingredients and the flavour arc. This is where all the time goes.”

Geyan Surendran, Research Lead, Three Spirit.

The results are impressive. Award winning in fact, with the marketing cleverly directing drinkers to the perfect serving occasion. Livener is the ‘party starter’ - energising, exotic and fiery. The liquid is made with ‘vibrant berries, bright aromatics and heat’ for a lively, euphoric feeling.

Social Elixir is the ‘mood booster’ designed to lubricate social interaction. It claims to be bittersweet with a curious savoury bite.

The best-seller is Night Cap, the ‘dream maker’ made with lemon balm, valerian & hops for a ‘dreamy, mellow feeling’. Significantly, this product just picked up gold at the San Francisco World Spirits Awards, with judges calling it one of the finest products in the world. It really doesn’t get much better than that!

It is no wonder then, that MMR’s sensory team were also bowled over, describing the Three Spirit liquid experience as complex, immersive and demanding to be savoured.

The user experience is one that fits right in with the slow movement, and one that brings functionality to the party. With ingredients such as L-theanine, Lions Maine, Ashwagandha, White Willow Bark and Green Tea Extract – it really is possible to drink for medicinal purposes. The brand claims that 90% of Nightcap drinkers find that the beverage really does help with relaxation. 

“For those drinking less but better – and looking for more from their beverage experience, Three Spirit has got it covered.”

On the question of price, which is often raised by consumers, Dash is keen to get across the relative cost of no alcohol liquids. “Being alcohol free, there is no duty, but the relative cost of the liquid is much higher. The cost of extraction is actually very high, and we have to get that exactly right.”

And it seems more and more consumers are willing to pay, with direct to consumer sales growing 400% during lockdown in 2020, and distribution and sales building fast in the U.S.

It's really encouraging to witness the ingenuity, energy and creativity that Dash and his team are bringing to the no and low category. The results and awards speak for themselves. Dash tells me that he wants Three Spirit to be known for ‘the art of extraction’ - but for me, as a believer in this fledgling category, it's a little more basic than that. It's about showing the world that no alcohol does not have to mean without pleasure.

Join me on MMR's No & Low Show on June 17th, where we'll be chatting to Dash and his team some more, and sharing sensory insight into how Three Spirit is working its magic. If you've got a question, drop me a line and it might feature on the show!