Cygnet Infinity creates ‘third space’ for spirits
Welsh brand Cygnet is tapping into the burgeoning non-alcoholic and functional drinks category with its latest launch – Infinity.
As consumer profiles and needs change, three distinctive drinks styles are emerging: full strength, no and low, and a functional ‘third space’. This latter subcategory is one that innovates with functional ingredients to deliver something new to consumers. One brand leading the charge in both the alcohol-free and functional arena is the recently launched, and globally awarded, Cygnet Infinity.
Rather than leaning on familiar gin tropes or flavour mimicry, Cygnet Infinity utilises functional botanicals to deliver depth, structure and sensory complexity.
To understand why Infinity exists, and why it behaves differently from much of the no-and-low market, it is necessary to begin not with trend data, but with the personal needs of its founder.
Katherine Jenkins OBE created Cygnet from a deeply practical need rather than a branding exercise. As a professional classical singer, her voice is her instrument, and the relationship between what she consumes and how she performs is closely linked.
Speaking to The Spirits Business when she first came to market with Cygnet 22 in 2023, Jenkins said: “I wanted to create something that you can enjoy without having to hide it behind flavours or lots of sugary additions, to know that you’re drinking a really quality product, and that you can enjoy this in its simplest form.”
Built near Jenkins’ childhood home in Wales at the Copperworks Distillery, the brief was clear: to build a liquid that could be sipped neat, that has structure on the palate, and delivers genuine aromatic complexity. Welsh water, carefully layered botanicals and, critically, Manuka honey became the foundation of the liquid. The honey’s sweetness is removed during distillation, but its textural properties remain, contributing to the gin’s signature silky finish.
For Jenkins, Manuka honey had long been part of her personal health regime, trusted for its soothing and protective properties. In Cygnet Infinity, it allows the liquid to behave like a spirit rather than a flavoured water.
Infinity’s botanical recipe reads closer to a functional formulation than a traditional flavour recipe. The liquid also incorporates lion’s mane, Siberian ginseng, schisandra berry, chrysanthemum, hibiscus and rosehip.
Lion’s mane provides earthy depth and palate weight – a critical element in replacing alcohol’s natural viscosity and mid-palate structure. Siberian ginseng introduces gentle warmth and tension, while schisandra’s five-flavour profile adds layered complexity that evolves while sipping.
Chrysanthemum and hibiscus lift the aromatic profile while contributing natural colour and brightness. Rosehip sharpens the acidity and freshness.
Extraction is handled through a staged infusion process rather than batch maceration to mirror high-end spirit and perfume extraction, rather than traditional beverage production. Each botanical enters at controlled temperatures and timings to preserve volatile compounds and avoid over-extraction; Lion’s Mane alone undergoes a two-hour infusion to fully express its depth.
Cygnet Infinity’s recent Gold medal in The Low & No Masters 2026, part of internationally renowned blind-series The Global Spirits Masters Competitions, demonstrated the sophistication of this alcohol-free option. The judges described Infinity as having a “very delicate blossom and fruit-led nose”, alongside a “lovely structure and texture on the palate with a peppery bite on the finish”.
What was evident from the blind tasting, and where Cygnet Infinity has the potential to lead, is that alcohol-free ‘spirits’ created as flavour-led products over being alternative replacements for gin or whisky are standing out. Bold, flavourful and balanced, these are the products offering serious options for people looking to drink more mindfully.
Discovering new drinking occasions and environments
As such, Cygnet Infinity, which boasts fewer than 20 calories per serve, lends itself well to a host of different drinking environments and occasions: apéritif moments, wellness-led menus, sober-curious guests, premium hotel environments and luxury dining contexts.
Infinity’s launch strategy reinforces its premium intent. The product made its debut in 481 M&S Foodhalls throughout the UK. Subsequent on-trade placements have been secured across the Birley Group, Amazonico, Four Seasons, Gaucho, Broadwick Hotel, Arts Club and Hakkasan, placing the liquid squarely in establishments where consumers expect elevated drinking experiences. This is deliberate positioning: Infinity is not being trialled as a supermarket wellness SKU alone, but as a legitimate menu must-have in high-value hospitality.
Infinity’s packaging reflects the same disciplined restraint as the liquid. Judges at The Global Spirits Masters Competitions’ Design & Packaging Masters also praised its modern, slightly quirky bottle aesthetic.
With non-alcoholic ‘spirits’ sales by volume in the US projected to grow at a CAGR of approximately 18% between 2024 and 2028 (IWSR). Cygnet’s planned US expansion later this year positions Infinity to participate in that growth cycle at an early stage. The data also forecasts the total alcohol-free category to grow globally by US$4 billion by 2028, led by the US and Brazil, showing the potential of the category.
Being small and agile allows Cygnet to explore partnerships, formats and innovation cycles faster than multinational peers – a key advantage in a category still defining itself.
As the category matures, liquids like Cygnet Infinity will define the benchmark of this third space – not by mimicking existing spirits, but by building a new standard entirely.
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