Amplify

ICB's decision to enter the AF category with Amplify placed it among a small group of established drinks producers approaching the space with existing production infrastructure rather than building from scratch. The spirit is distilled in large copper pot stills using a botanical blend built around juniper berries, coriander seeds, angelica root, lemon peel, lemongrass, and ginseng. That combination gives the drink a citrus-forward, aromatic character anchored by botanical ingredients familiar from gin production, with ginseng adding a functional note to the mix.

The AF lineup later extended to include a ready-to-drink format pairing the signature spirit with tonic, adding a no-preparation serve option for occasions where mixing from scratch is not practical. That extension broadens the range without departing from its botanical identity.

Creative partnerships have been a consistent thread through Amplify's brand identity since launch. The brand collaborates with artists and musicians as an ongoing strand of its positioning, and the original launch bottle carried commissioned artwork from illustrator Sophie Abbott. Abbott's design was conceived to communicate the complex and vibrant character of the liquid visually, connecting the spirit's aromatic personality to its physical presentation in a way that sets Amplify apart from more functional AF spirit packaging.

Amplify targets sober-curious drinkers who want to remain engaged with social drinking occasions without alcohol. The brand frames itself around getting the most from everyday moments, pitching botanical complexity and a spirit-style serve against the widening field of AF alternatives available at similar price points.

Distribution is multi-channel, covering direct-to-consumer sales via the brand's own site alongside availability through mainstream supermarkets. That dual-channel reach puts Amplify within reach of shoppers browsing mainstream grocery aisles as well as those seeking out AF alternatives online. Pricing sits in the mid-range bracket for the AF botanical spirit category.

Amplify occupies an unusual position in the AF spirits market: a category entrant backed by an established drinks business, bringing production credibility and distribution infrastructure to a space where many competitors have built those capabilities from the ground up.