REBELS

The brand's origin is rooted in a practical gap: co-founder Christof Tremp noticed the absence of sophisticated alcohol-free options during a period of intensive marathon training and set out to build a range that could hold its own at a grown-up drinks occasion. REBELS AG, the Swiss startup behind the brand, closed a mid-six-figure seed funding round in 2021 to support international expansion. The range now spans seven products, making it one of the more complete AF spirits portfolios from a single independent producer.

Production uses a double distillation process applied to the botanicals: each botanical is distilled twice rather than once, a method the brand documents as central to how REBELS 0.0% builds depth and complexity across its range. Some products also incorporate chilli to replicate the warming sensation associated with higher-strength spirits, addressing the physical warmth that drinkers may expect when switching from alcoholic alternatives.

The range covers AF gin, rum, whisky, amaretto, aperitif, and sparkling variants, sitting in the premium segment and available through specialist alcohol-free retailers as well as direct-to-consumer via the brand's own site. Fitness-focused drinkers and the sober-curious are the audiences REBELS 0.0% most visibly addresses, though the breadth of the range means it functions equally well as a home-bar staple for anyone reducing their alcohol intake.

The brand's Swiss roots and independent status give it a distinct identity in a category increasingly populated by line extensions from established drinks conglomerates. REBELS AG's decision to build a dedicated AF brand from the ground up in Zurich in 2020, when the category was far less developed than it is today, reflects an early conviction about where the alcohol-free spirits market was heading.