ISH

Morten Sørensen founded ISH after completing a 100-day alcohol-free challenge that exposed a gap in the market for high-quality options that did not compromise on the social experience. The brand launched its first two products in 2018; both have since been rebranded under names that more clearly reflect their botanical and spiced character. Since launch, ISH has expanded into one of the more comprehensive multi-category AF portfolios under a single dedicated label.

One detail that distinguishes the spirits from simpler AF alternatives is the use of capsicum seed shells to replicate the warming sensation typically associated with conventional spirits. Capsicum seed shells are the outer husks of chilli seeds, and their inclusion gives each pour a structural heat that goes beyond flavouring, making the spirits more convincing in cocktail settings where spirit-character matters.

The wine arm of the portfolio operates under the Chateau del ISH label, covering sparkling whites and roses produced from traditional grape varieties that are then gently dealcoholised. Dealcoholisation means the wine is made at full strength first, then the alcohol is carefully removed to preserve the grape's original character. The ready-to-drink cocktail range extends the offer further, spanning a selection of classic cocktail formats, and gives ISH a portfolio breadth that few dedicated alcohol-free brands manage from a single label.

ISH received investment from Den Sociale Kapitalfond, a Danish investment fund, to support its international growth. Distribution combines the brand's own direct-to-consumer site with specialist alcohol-free retailers across multiple markets. The range sits in the premium bracket, reflecting both the breadth of the portfolio and the ingredient-level choices behind it.

The Copenhagen origins give ISH a Scandinavian design sensibility that carries through its naming conventions and packaging. With a presence across more than 15 countries and a portfolio spanning spirits, wine, and cocktail formats under a single dedicated label, ISH occupies an unusually broad position in the alcohol-free category. For sober-curious drinkers, the range offers enough variety to cover spirits, wine, and cocktail occasions without switching brand.