Wilfred's

Hughes developed the brand after growing frustrated with the alcohol-free options then available to aperitif drinkers. He spent over 18 months working through more than 100 different recipes to arrive at the final formula. The company was incorporated in July 2018, and its starting point was the ambition to create a new kind of spritz, drawing inspiration from the flavours associated with London.

The aperitif is made from a blend of natural botanicals processed by both distillation and extraction. Those botanicals include rosemary, bitter orange, rhubarb and clove alongside Japanese hibiscus and English rose. The combination of naturally bittersweet ingredients produces a ruby red-orange liquid designed to be served with tonic water. Wilfred's suits sober-curious drinkers looking for something with the character of a proper aperitif.

One of its drinks has picked up awards. Wilfred's is stocked across multiple retail channels.