ISH Spirits
ISH Spirits is a Danish alcohol-free beverage company founded in 2018, producing wines, spirits, cocktails, and beer using vacuum distillation and botanical extraction, sold through DTC e-commerce, retail (Auchan, V&B), and HoReCa channels across 14+ European countries.
- Company typePrivate
- Founded2018
- HeadquartersValby, Denmark
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What ISH Spirits does
ISH Spirits is a Danish alcohol-free beverage company founded in 2018 in Copenhagen by Morten Lee Sørensen, following his personal 100-day alcohol-free challenge. The company produces a comprehensive portfolio of non-alcoholic beverages spanning five categories: wines (Sparkling White, Sparkling Rosé, Espumante, French Chardonnay, French Merlot), spirits (London Botanical, Caribbean Spiced, Mexican Agave), ready-to-drink cocktails (Spritz, Mojito, Paloma, G&T, Espresso Martini, Daiquiri), a functional alcohol-free beer (Everyday Athlete's Ale with vitamins and electrolytes), and curated tasting bundles. The core production technology is vacuum distillation dealcoholization — alcohol is removed at approximately 38°C instead of the standard 78°C — combined with botanical extraction, fermentation in steel tanks, and steam infusion to preserve authentic aromas. ISH claims to be the only brand globally offering a complete alcohol-free range across wines, spirits, cocktails, and beer.
The business model combines direct-to-consumer e-commerce (primary channel, Shopify-powered storefront at ishspirits.com with international shipping at €10) with retail distribution (Auchan and V&B in France, plus specialty stores across Denmark and Europe) and B2B/HoReCa wholesale to restaurants, bars, hotels, and corporate events. Pricing in Danish Krone ranges from 22 DKK for the functional beer to 119 DKK for spirits, with tasting bundles priced 150–498 DKK and volume discounts on multi-packs. The company also operates a co-branded bundle with Fever-Tree (The Mindful Margarita Box). Customer segments span mindful/conscious consumers, HoReCa operators, supermarkets/retailers, and corporate B2B event buyers.
ISH has accumulated 50+ international taste awards (Bartenders Spirits Awards Gold, IWSC Silver 2022 and Bronze 2023, USA Wine Ratings Silver, Great Taste, Bartenders Brand Awards Category Champion) and built a Mindful Community of 26,000+ members. The company is privately held, founder-owned, with no disclosed institutional funding, and operates from its headquarters at Carl Jacobsens vej 16D, Valby, Copenhagen, with Danish VAT/CVR registration 39490250.
ISH Spirits firmographics
Firmographics- Name
- ISH Spirits
- Legal name
- ISH Spirits
- Website
- https://ishspirits.com
- Company type
- Private
- Founded year
- 2018
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- ISH Spirits is a Danish alcohol-free beverage company founded in 2018, producing wines, spirits, cocktails, and beer using vacuum distillation and botanical extraction, sold through DTC e-commerce, retail (Auchan, V&B), and HoReCa channels across 14+ European countries.
- Ownership category
- akta.pro rank
ISH Spirits industry classification
Industry- Product category
- Non-Alcoholic Beverages
- NAICS
- Beverage Manufacturing (3121), Distilleries (31214), Breweries (31212), Beer, Wine, and Liquor Retailers (445320)
- SIC
- Beverages (2080), Malt Beverages (2082), Wholesale-Beer, Wine & Distilled Alcoholic Beverages (5180)
- akta.pro primary industry
- Alcohol-Free & Low-Alcohol Beer/Wine/Spirits Production (AFAFAAAJ)
- akta.pro secondary industries
- Cocktail Mixes & Alcoholic Beverage Bases (non-alcoholic mixers, RTD spirit bases) (AFAFAGAH), Distilled Spirits Production & Distilling (AFAFAAAC), Spirits Distilling & Brands (CRADAIAC)
Keywords
Where ISH Spirits is headquartered
LocationHeadquarters
- HQ city
- Valby
- HQ country
- Denmark
- HQ region
- Europe
Offices1 record
Markets served
ISH Spirits business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Operations, Supply Chain, Marketing or Sales, Personnel, Technology or R&D, Others
Revenue model
- Direct-to-Consumer E-commerce Sales: Products sold directly to consumers through the company's Shopify-powered e-commerce platform. Consumers purchase individual bottles, multi-packs, and tasting boxes for home delivery. This is the primary revenue channel with the full product range available.
- Wholesale and Retail Distribution: Products sold in bulk to retailers, supermarkets, specialty stores, and bars. Available in Auchan and V&B in France, and various retailers across Denmark and international markets.
- B2B/HoReCa Sales: Supply to bars, restaurants, hotels, and event companies. The company offers wholesale and event solutions for businesses wanting to serve alcohol-free alternatives at meetings, receptions, or parties.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Single bottle/cannot pricing |
| Unit Pricing | Pay-as-you-go | Bulk/multi-pack pricing |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels7 records
ISH Spirits product offering
Product offeringCore offering
ISH Spirits manufactures and sells a complete portfolio of alcohol-free beverages across four categories: wines (sparkling whites, rosés, espumantes, Chardonnay, Merlot), spirits (Caribbean Spiced, Mexican Agave, London Botanical), ready-to-drink cocktails (Spritz, Mojito, Paloma, G&T, Espresso Martini, Daiquiri), and functional beer (Everyday Athlete's Ale). Products are produced using natural botanicals and advanced extraction techniques including vacuum distillation, fermentation in steel tanks, and steam infusion. The brand also offers curated tasting bundles combining its own spirits with partner mixers.
Product overview
ISH Spirits is a Danish company founded in 2018 in Copenhagen that produces a comprehensive portfolio of alcohol-free beverages across five categories: wines (sparkling whites, rosés, espumantes, Chardonnay, and Merlot), spirits (Caribbean Spiced, Mexican Agave, and London Botanical), ready-to-drink cocktails (Spritz, Mojito, Paloma, G&T, Espresso Martini, Daiquiri in 250ml cans and 750ml bottles), functional beer (Everyday Athlete's Ale with vitamins and electrolytes), and tasting bundles. The products are crafted using natural botanicals and advanced extraction techniques including vacuum distillation to remove alcohol while preserving authentic flavors. ISH positions itself as the only brand offering a complete range across all alcohol-free beverage categories, with over 50 international taste awards.
Differentiator
Problem solved
Functional benefit
Products and services
- ISH Sparkling White
Quantifiable outcome
- 26,000+ community members
- +1 more outcomes
Companies that use ISH Spirits
Customer profileNamed customers7 records
Segments4 records
Ideal customer profiles4 records
ISH Spirits technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
ISH Spirits partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core.
- AuchancoreMajor French retail chain distribution partner. ISH products are available in most Auchan stores across France, providing wide retail distribution for the brand in the French market.
- V&B (VitalBASE)coreFrench specialty retailer distribution partner. ISH products available in V&B stores across France, providing access to specialty beverage retail channel.
- Fever-TreecoreThe Mindful Margarita Box includes Fever-Tree Margarita Mixer alongside ISH Mexican Agave Spirit. Co-branded product bundle combining both brands for cocktail creation.
Scale indicators3 records
Recent moves6 records
Expansion highlights5 records
ISH Spirits competitors and assessment
Company assessmentDirect peers
- Athletic Brewing Company: Athletic Brewing is the leading alcohol-free craft beer brand in the US, raising significant venture capital. It directly competes with ISH's Everyday Athlete's Ale in the functional, alcohol-free beer segment and shares the fitness/active-lifestyle positioning.
- Surely Wine: Surely produces dealcoholized wines (sparkling and still) targeting the same alcohol-free wine occasion. It is a direct peer to ISH's Chardonnay, Merlot, and Sparkling range, though with a US-centric distribution focus.
- Seedlip: Seedlip pioneered the non-alcoholic spirits category with botanical distillates. Acquired by Diageo, it competes directly with ISH's London Botanical Spirit and broader spirits line in HoReCa and retail channels.
- Aecorn Aperitifs: Aecorn offers non-alcoholic bitter aperitifs targeted at the same mindful-drinking occasion. It competes directly with ISH's Spritz range in on-trade and retail channels.
- Fre Wines: Fre (by The Wine Group) produces dealcoholized wines including sparkling, red, and white. It is a larger-scale direct peer to ISH's wine portfolio with broader US retail distribution.
- Lyre's Spirit Co. Lyre's offers a broad portfolio of non-alcoholic spirits (gin, rum, whiskey, tequila analogues). It is a direct competitor to ISH's multi-spirit range and competes for similar HoReCa and retail listings globally.
- Ghia: Ghia produces a non-alcoholic aperitif with botanical extracts, targeting the same mindful-drinking, social-occasion consumer. It competes directly with ISH's Spritz and aperitif-style products.
Emerging players
- Three Spirits: Three Spirits produces functional, botanical non-alcoholic spirits targeting social drinking. It overlaps with ISH's spirits portfolio and shares a similar craft, ingredient-led positioning.
- Kin Euphorics: Kin produces non-alcoholic functional "social tonics" with adaptogens and nootropics. It targets an adjacent occasion to ISH's range, appealing to consumers seeking functional, mindful-drinking alternatives.
- Abstinence Spirits: Abstinence Spirits produces a range of non-alcoholic spirits including gin, rum, and tequila analogues. It directly competes with ISH's London Botanical, Caribbean Spiced, and Mexican Agave spirits in select markets.
Market position
Strengths5 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
ISH Spirits social profiles
Digital presenceISH Spirits financial estimates
Financial estimateRevenue estimate
Valuation estimate
ISH Spirits leadership team
Management profileNumber of profiles
Profiles1 record
ISH Spirits funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
ISH Spirits M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about ISH Spirits
What does ISH Spirits do?
ISH Spirits manufactures and sells a complete portfolio of alcohol-free beverages across four categories: wines (sparkling whites, rosés, espumantes, Chardonnay, Merlot), spirits (Caribbean Spiced, Mexican Agave, London Botanical), ready-to-drink cocktails (Spritz, Mojito, Paloma, G&T, Espresso Martini, Daiquiri), and functional beer (Everyday Athlete's Ale). Products are produced using natural botanicals and advanced extraction techniques including vacuum distillation, fermentation in steel tanks, and steam infusion. The brand also offers curated tasting bundles combining its own spirits with partner mixers.
Is ISH Spirits a public or private company?
ISH Spirits is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was ISH Spirits founded?
ISH Spirits was founded in 2018. It employs 1 to 10 people.
Where is ISH Spirits based?
ISH Spirits is headquartered in Valby, Denmark, in the Europe region.
How does ISH Spirits make money?
Three revenue lines are on record. Direct-to-Consumer E-commerce Sales are the primary driver. The others are wholesale and Retail Distribution and B2B/HoReCa Sales.
Who are ISH Spirits's main competitors?
Direct peers on record are Athletic Brewing Company, Surely Wine, Seedlip, Aecorn Aperitifs, Fre Wines, Lyre's Spirit Co. and Ghia. Emerging players are Three Spirits, Kin Euphorics and Abstinence Spirits.
Does ISH Spirits have an API?
No public API is recorded for ISH Spirits.
What industry is ISH Spirits in?
ISH Spirits's product category is Non-Alcoholic Beverages. Its primary akta.pro industry code is AFAFAAAJ, Alcohol-Free & Low-Alcohol Beer/Wine/Spirits Production, with a secondary code of AFAFAGAH, Cocktail Mixes & Alcoholic Beverage Bases (non-alcoholic mixers, RTD spirit bases). Its NAICS code is 3121 and its SIC code is 2080.