Why we started Higher Taste

It was day three of Electric Picnic, and I was tired but happy after two great days of music, friends, and camping. That evening, I was driving home, so I decided to go alcohol-free. As I wandered around the festival, looking for something to drink, I was disappointed—actually, really disappointed—to find that my only options as a non-beer drinker were water and sugary soft drinks.

I remember standing there, holding a bottle of sparkling water, and thinking, Surely there has to be something better than this. Everyone else around me had drinks in hand— beers, cocktails, glasses of wine. Meanwhile, I felt like I’d been handed the kids' menu.

That moment stuck with me. It wasn’t just about what I was drinking; it was about feeling like I didn’t have a proper option to enjoy or a way to feel part of the celebration.

That’s where the idea for Higher Taste began.

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The Meaning Behind the Name

The name Higher Taste came from an idea I heard on a podcast with Tom Holland and Jay Shetty. They were talking about the concept of a “Higher Taste”—the idea that when you want to give something up, the best way to succeed is to replace it with something better. Something so good that you don’t feel like you’re giving anything up at all.

That idea resonated with me. I didn’t want to create just another alcohol-free drink; I wanted to make something so enjoyable, so full of flavour, that it felt like an upgrade. A drink you’d reach for even if you weren’t avoiding alcohol.

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It's about the Ritual, the Craftsmanship

For me personally, starting Higher Taste wasn't about cutting out alcohol entirely. I still enjoy a glass of wine or a cocktail when I feel like it. But there are plenty of times when I don’t want to drink—because I’m driving, because I’m focusing on my health, or just because I’m not in the mood for alcohol.

What I've realised, though, is that it’s not the alcohol itself that I miss in those moments. It’s the ritual. After a long day of work, I’d often find myself craving a drink—not for the buzz but because it felt like a way to mark the end of the day. That first sip was like a signal to my brain: You can relax now. You’re done for the day.

When I started replacing that glass of wine with Higher Taste, I’ll admit—I was skeptical. Could it really fill the gap? But it didn’t take long to realise that it wasn’t the alcohol I was craving. What I truly wanted was something that felt special, something that tasted great and gave me that same sense of unwinding at the end of a long day. With a couple of ice cubes and a slice of lemon, Higher Taste did just that—it became part of my ritual, a moment to pause and celebrate the simple joy of slowing down.

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Why It Matters

I know how awkward it can feel to be at a festival, party, or even a dinner with friends and not drink. It’s easy to feel left out when your only options are water or a sugary soft drink. With Higher Taste, I wanted to create a drink that changes that. A drink that’s not a compromise, but a choice—a way to be part of the moment, even when you’re skipping the alcohol.

So whether you’re going alcohol-free for life, or just for the night, let's raise a Higher Taste to choice, to better options, and to making every moment feel magical ✨

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