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High Point rebrands to Wavelength
British non-alcoholic aperitif brand High Point has changed its name to Wavelength, and unveiled a new logo and bottle design.
The brand refresh marks the next stage in the expansion of Wavelength, with the new name reflecting its ‘deep connection to the wild coast of Cornwall’, where its ‘spirits’ are fermented, infused, and blended.
Founder Eddie Lofthouse said: “Having Wavelength as our name helps to share our love for Cornwall and its simple pleasures that make life better.
“Wavelength is the true spirit of Cornwall – a place that means a lot to the team, and where most of us live. The name change better reflects who we are and we look forward to continuing to make our mark in an exciting category.”
In addition to the new name, the new labels on Wavelength’s bottles are said to ‘perfectly encapsulate’ the brand’s Cornish roots, its fresh approach, the premium quality of the drinks, and its ‘weird and wonderful style’.
The rebrand follows the appointment of a new senior team in March, hired to steer the brand’s development.
Victoria Guy, formerly of St Austell Brewery, is now brand manager, while Emma Wykes, who previously worked as chief operating officer for non-alcoholic ‘spirits’ brand Seedlip, has taken the helm as Wavelength’s commander in chief.
Wavelength was first created by Lofthouse, founder of the Harbour Brewing Co, during the Covid-19 lockdowns when he utilised his brewing expertise to create other fermented liquids, including a hard kombucha.
His aim with Wavelength was to create a non-alcoholic product that was not a mimic of an existing genre of beverage.
The result was the brand’s two fermented ‘spirits’: Ruby Aperitif and Amber Digestif, both of which are made with 100% natural ingredients.
Ruby Aperitif has been created using a blend of hibiscus, lavender, wormwood, pink peppercorn, orange zest, and pink grapefruit zest, resulting in a liquid with a herbal aroma and tasting notes of bittersweet citrus.
Meanwhile, Amber Digestif offers hints of vanilla and log-fired toffee, with a long warming finish. It is made with a blend of Lapsang, ginger, clove, vanilla, cacao nibs, gentian root, and oak.
Wavelength can be purchased from Amazon and the Wavelength website for RRP £19.99 (US$25.23).
Earlier this year Wavelength appointed Cask Liquid Marketing as its UK distributor.