Fire & 5th

The brand name pairs two concepts: the 'fire' refers to the kick from chilli, and the '5th' represents the fifth sense, the social and sensory dimension of the drinking occasion that extends beyond taste alone. Rather than attempting to replicate a specific spirit category such as gin or whisky, Fire & 5th uses chilli extracts alongside botanical maceration and natural extracts to create warmth and mouthfeel in a category defined more by sensation than by category imitation. Botanical maceration is the process of steeping plant materials in liquid to draw out their flavour and aromatic compounds, and it forms the backbone of the production approach.

Fire & 5th operates as an independent, family-run micro-producer in County Kildare. The first product launched in late 2021 and the range has since grown to three alcohol-free botanical spirits, each built around the signature chilli character with different complementary fruit and spice pairings. The range is deliberately compact, suiting the brand's positioning as a focused, handcrafted producer rather than a volume-led operation.

Distribution is direct-to-consumer via the brand's own website and through online marketplaces, making Fire & 5th accessible to consumers prepared to seek out specialist AF spirits rather than expecting mainstream retail availability. Pricing sits in the premium bracket for the category.

Sober-curious drinkers who find most AF spirit alternatives too mild or botanical-without-bite represent the clearest audience, as the range is specifically designed to deliver intensity through heat rather than through conventional botanical layering alone.