Non-Alcoholic
Wilfred's
A bittersweet, alcohol-free British aperitif built on rosemary, bitter orange and rhubarb.
- Founded
- 2020
- Founded by
- Chris Wilfred Hughes
Making it since
2020
Their story
Wilfred's is the creation of Chris Wilfred Hughes, who came to drinks from outside the industry. He wanted a grown-up aperitif that people could enjoy whether or not they were drinking alcohol.
Hughes worked on the recipe in his home kitchen for about 18 months, going through roughly 100 versions. The two flavors that anchor it are personal: rosemary from his mother's garden and bitter orange inspired by his father's homemade marmalade.
Wilfred's launched in the UK in 2020 and won a Great British Food Award within months. It has since expanded into the United States.
How it's made
Wilfred's is made with natural botanicals, led by bitter orange, rosemary and rhubarb. Hughes went through about 100 versions to land on a bittersweet balance rather than a sweet one, so it drinks like a grown-up aperitif.
I wanted to create a drink that could be enjoyed as much by those drinking as those not drinking.
Why we carry them
We like an alcohol-free option that actually tastes bitter and adult. Top it with tonic and an orange slice and you have an easy spritz for anyone at the table.
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