When it comes to non-alcoholic drinks, few have managed to capture the elegance and complexity of a true aperitif—until Wilfred’s came along. With its unique blend of natural botanicals and a distinctive British flair, this alcohol-free spritz is proving that complexity and depth don’t require booze. What began as a frustration over lackluster, overly sweet alternatives quickly transformed into a mission to craft something extraordinary: a beautifully balanced spritz that stands proudly on its own. With over 100 recipes tested, Wilfred’s finally found its perfect blend, drawing on the bitterness of orange, the aromatic lift of rosemary, and the warmth of clove. Today, Wilfred’s isn’t just another alcohol-free option; it’s a celebration of flavour, crafted with the same care and craftsmanship as its alcoholic counterparts. With Wilfred's Bittersweet Non-Alcoholic Aperitif winning a silver medal with 92 points in the London Spirits Competition, we spoke with Founder, Chris Wilfred Hughes about his inspiration behind Wilfred’s and what’s in store for the future.

Wilfred’s was born out of frustration with existing non-alcoholic options—what was the defining moment that pushed you to start the brand?

I love to make friends and family great cocktails, but when they weren’t drinking alcohol I found my drinks cabinet was seriously lacking. At the time, the only options I found were overly sweet, poorly balanced, and uninspired soft drinks. I realised there was nothing that truly captured the complexity of a proper aperitif without the alcohol. This frustration planted the seed for Wilfred’s.

Over 100 recipes were tested before landing on the final one—what were some of the biggest challenges and breakthroughs during the research and development process?

Balancing bitter and sweet without alcohol was no easy feat and figuring out what natural botanicals worked and didn’t was part art, part science. The real breakthrough came when my mother popped over with some fresh rosemary from her garden, which I promptly added to a batch of Wilfred’s I was making. I found that the rosemary had an ability to lift and balance the entire profile.

Many non-alcoholic drinks struggle to capture the depth of flavor found in alcoholic counterparts. How does Wilfred achieve complexity without alcohol?

It's all about finding the right balance of ingredients, while still creating a punchy flavour that’s unique. We rely on layering botanicals — bitter orange, rosemary, clove, and so on — to build depth and complexity. By carefully distilling or extracting each ingredient to draw out the best of its distinctive character, we’re able to bring a richness and bitter bite of traditional aperitifs and spritzes, without the booze.

What sets Wilfred’s apart from other non-alcoholic aperitifs on the market? 

Wilfred’s is proudly made in Britain using only the highest quality natural botanicals to create a drink with real balance, complexity, and depth of flavour. We don't try to mimic any other drink — Wilfred's stands confidently on its own with a unique flavour profile. We also believe in championing the aperitivo moment, a social ritual we feel is missing in the UK, and we’re passionate about introducing it to a wider audience..

The non-alcoholic category is growing fast, but there’s still a challenge in shifting consumer perception. How do you position Wilfred’s as a must-have for bars, restaurants, and retail shelves?

To shift consumer perception, it's essential that customers experience the product firsthand—tasting it is key. Strong presentation plays a vital role here, from the drink itself to the garnishing and the bottle design. Our branding consistently receives positive feedback and sparks curiosity. The way the drink is served—using high-quality ice, elegant glassware, and thoughtful garnishes—positions it not just as an alternative to alcohol, but as a sophisticated drink in its own right.

What would you say to a retailer or bar owner considering stocking Wilfred’s—why should they make space for it?

First let’s start with the growing non-alcoholic category: premium non-alcoholic drinks aren’t competing with alcohol; they’re giving customers who are choosing not to drink a chance to match their high end food experience with a high end drinks experience. For the retailer or bar owner it’s an opportunity to impress customers, while making more margin on a sale. For Wilfred’s specifically, it gives your customers something they’ll come back for. It offers a uniquely British spritz, with unmatched depth and complexity of flavour that’s perfect for a new era of drinkers who want all the flavour of a great drink, while still being good to themselves.

What strategies have worked best in getting Wilfred’s onto menus and store shelves? Have partnerships played a role in your growth?

Sampling and storytelling have been key to getting Wilfred’s onto menus and shelves. When people taste it and hear the story behind the brand, it clicks – they see how our spritz fits their venue and their customer’s wants. Strategic partnerships have played a big role too — being stocked at places like The Ritz and The Savoy helps build credibility and shows we can sit comfortably among the best.

Are there any particular markets or venues where you’ve seen Wilfred’s resonate most strongly?

We’ve seen Wilfred’s resonate most in venues with a strong cocktail culture and boutique retail spaces — places that understand aperitifs, and value authenticity and presentation. It performs particularly well in upscale bars, restaurants with curated drinks menus, and premium retail spaces looking to offer something a little more refined.

Are there plans to expand the Wilfred’s range beyond the aperitif, or are you focused on perfecting the spritz experience?

Right now, we’re focused on delivering the perfect spritz experience. We believe there’s real power in doing just one thing exceptionally well. That said, we’re always exploring new ideas — so watch this space! 

What’s one dream collaboration or milestone that would mark a major success for Wilfred’s?

We’ve already had the chance to collaborate with some incredible partners—seeing Wilfred’s served at places like The Savoy, in the Shard, and across Michelin-starred restaurants has been a real milestone. But we’d love to take things further with a creative collaboration rooted in British heritage—perhaps with a brand like Fortnum & Mason, a presence at the Chelsea Flower Show, or even a limited-edition bottle co-created with a Michelin-starred chef. It’s about pushing the boundaries of how and where Wilfred’s is enjoyed, while staying true to the craftsmanship, seasonality, and timeless style at the heart of the brand.