ANON

The brand launched its first drinks in 2021 with a range conceived to sit alongside gin, rum, vermouth, and aperitif styles in the home bar. ANON builds its drinks from natural botanicals, flavourings, extracts, and distillates rather than through fermentation, placing it in the built-from-scratch school of AF spirits rather than in the dealcoholised category, where a full-strength drink is made first and the alcohol is then removed. That distinction matters for the flavour outcome: building from botanical distillates allows the production process to be oriented around developing complexity directly rather than subtracting alcohol from an already-complete drink.

The portfolio spans AF spirits and aperitifs across gin-adjacent botanical profiles, spiced cane styles, bittersweet and herbal aperitifs, and seasonal variants. That breadth across multiple classic spirit categories from a single independent brand is unusual at this price point. The drinks are designed to function as a direct swap in mixed serves, meaning sober-curious drinkers can use ANON products in place of gin, rum, or an aperitif without adjusting serves or proportions.

Distribution is multi-channel, covering specialist alcohol-free retailers and mainstream online grocery. That reach places ANON within access for shoppers doing a regular weekly shop online as well as those browsing a dedicated AF aisle. Pricing sits in the premium bracket for the AF spirits category, consistent with independent botanical spirit brands operating at comparable range breadth.