Myth

Safhill, who grew up in Thirsk, first conceived the idea for Myth during a visit to The Bull & Castle in Dublin. She went on to launch Myth Drinks Ltd as an independent start-up, registered in Newcastle. The brand's range brings together small-batch cane spirits and ready-to-drink cocktails, positioned as sundowner-style alcohol-free serves.

The spirit range comes in white and dark versions, both produced in small batches. The white cane spirit takes a coconut direction, while the dark version is flavoured with ginger and black pepper. Myth also produces ready-to-drink cocktails alongside the spirits.

The brand is designed with mindful Millennial and Gen Z drinkers in mind, as well as more mature consumers seeking alcohol-free options in the spirits category. Myth sells directly from its own website.