In a somewhat surprising move for those who know me, I decided last July to give up alcohol. What started as a month-long experiment soon became two months, and then three, and now unopened bottles of Pinot Grigio just gather dust on the kitchen shelves.
Whilst going sober has many benefits, socialising when you’re swerving the booze isn’t the easiest of endeavours. I love a pint of Diet Coke as much as the next person, but sometimes you fancy something a little more ‘grown-up’. With that in mind, I was intrigued by the idea of Amplify, one of the latest non-alcoholic spirits to hit the market.
As part of their ‘Amplify Your Dry January’ campaign, the brand hosted a range of interactive events and pop-ups throughout the month across London. I checked out their collaboration with Fugitive Motel, a trendy bar and kitchen in Bethnal Green which already boasts an impressively low and no-alcohol offering. As well as having Amplify front and centre of their drinks menu all month, every Thursday from 16th January the Fugitive Motel offered a free Amplify cocktail to anyone booking a slot at the bar’s Cornhole game.
Launched in October 2019, Amplify describes itself as a distilled non-alcoholic spirit ‘alive with orange citrus and fresh botanicals’. It comes in a tall, slim bottle with a midnight blue label splashed in colour at the top and bottom (credit to the artist, Sophie Abbott). So far, so grown-up. I tried it with a Fever Tree tonic water and a slice of orange as garnish. The distilled element gives the spirit the sharpness of gin, while the tangy citrus notes are reminiscent of that classic Italian aperitif, Aperol. As a former G&T aficionado, I can say with some certainty that an Amplify and tonic is the next best thing. The perfect tipple for those on the wagon who don’t want to have their style cramped!
The Fugitive Motel itself was exactly what I expected of an East London bar and kitchen – very, very cool. With old fashioned radios, mirrors and coat hooks placed in a seemingly random manner across the walls, the decor could best be described as eclectic with a touch of retro. Luminous green foliage hung from the rafters and a variety of cacti were dotted between the tables. A motel, but not as you know it.
Whether you’re sober for good or just giving the booze-free lifestyle a bash, Amplify is a great non-alcoholic alternative to try. Bottles can be found in Morrison’s stores across England. If you need further inspiration, the brand’s Instagram page @drinkamplify has a whole host of delicious cocktail recipes to choose from. Cheers to that!
The Fugitive Motel
199 Cambridge Heath Road
EatCookExplore was a guest of The Fugitive Motel