In March 2020, Atlanta and Anthony O’Connor discussed the coming months over a gin & tonic. They knew that the pandemic, lockdown, homeschooling three sons, and running their businesses would take a clear head every morning. Their search for a grown-up, hangover-free tipple turned out to be disappointing — so they decided to create their own.
Atlanta and Anthony are entrepreneurial by nature and share an epicurean passion for food and drink. For them, this was the right time for a new challenge in this new world. They adopted the wisdom that “when you do something you love, it’ll never feel like work.”
By October 2020, working with drink creation specialists, they’d developed an alcohol-free gin using distilled botanicals and classic gin ingredients – the taste and branding seemed perfect, but they doubted if a zero-alcohol drink had the integrity and magic of the real thing.
After extensive research, late-night debates and swathes of industry analysis, they found the answer. What people needed wasn’t abstinence — it was moderation…