It ISH what it ISH


Our story

My name is Morten and I created ISH Spirits after I decided to do a 100-day alcohol-free challenge.

During this time I realized there was an absolute need to turn the tables on the social norms of drinking. I wanted to provide an alcohol-free option for those who don’t always have the desire to drink alcohol, but appreciate the social aspects of enjoying a cocktail.

ISH is this alternative for the athlete, the pregnant woman, or the designated driver. It’s for those who can tear up the dance floor completely sober, and for those who simply want to wake up with a clear head on a Sunday morning.

Realizing people craved the same familiar flavors, I created GinISH and RumISH, so we can all still mix our favorite cocktail – without alcohol and without compromise.



How do we do it?

We know it may seem hard to believe that we’ve created an “alcohol-free alcohol”, but we did, and it’s awesome.

Our alcohol-free spirits are made from natural aromas such as juniper berries, vanilla and nutmeg – the same ingredients you’ll find in a typical gin or rum. We’ve carefully extracted the aromas from these natural botanicals and spices and, with proprietary

recipes, combined the ingredients to obtain the familiar flavors you recognize, as an alcohol-free alternative to your classic spirits.


Why 0.5% alcohol?

The process of extracting an aroma from its natural state occasionally requires a small amount of alcohol to release its full flavor. This is why ISH is labeled with 0.5% alcohol, but at such an ultra-low percentage, ISH is still considered alcohol-free.

Our GinISH and RumISH contains zero sugar for an ultra-low calorie content of 6 kcal pr. 100 ml.


Serving up alcohol-free cocktails at Copenhagen Cooking & Food festival


“We are on a mission to change the social norms of drinking. By providing a satisfying, alcohol-free alternative, we include those who don’t want to drink, or simply wish to limit their intake during social gatherings where alcohol is typically the focal point.”

Morten Sørensen, Founder of ISH Spirits