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Amplify Your Dry January

January 15, 2020 by Jonathan Paxley

Dry January is here to stay. The stats year on year continue to grow at a pace, with Generation Z leading the anti-booze charge. Rather than quietly demonising the youth of today, the drinks industry has woken up and is currently surfing the wave of Zero ABV and has joined forces with The Abstainers.

Every man and his dog seem to be participating in Dry January and at The Cocktail Service we have embraced this.

Its given us and the industry as a whole the opportunity to work with emerging brands and experiment with non-alcoholic cocktails like never before.

We are blessed with an incredibly innovative drinks industry in the UK and the emergence of the No/Lo movement has certainly taken the edge off Dry January.

At least a little…

The no/lo category has been dominated by a few players but fortunately there are lots of new entrants into the category and recently we got the opportunity to roadtest Amplify.

Amplify is distilled and made with a host of invigorating ingredients such as juniper berries, coriander seeds, Angelica root, lemon peel, lemongrass and ginseng root.

We are lucky to have such an impressive drinks industry in the UK and brands like Amplify have helped take the edge off a dreary month. If you want to find out more about how to make Dry January go with a bang then check out our Ultimate Guide To Dry January

These botanicals combine to create a zingy and fresh feel on the palate, with notes of citrus and orange.

We really enjoyed the flavour profile of Amplify, which we tried as a perfect serve with Fever Tree Mediterranean Tonic and orange zest. Importantly, it’s not all zing and there is a welcome backbone of juniper running through the profile of this brand.

As part of Amplify’s mission to support the UK this January, they have launched a campaign to turn the volume up with Amplify Your Dry January.

This is an awesome collaboration with some of the UK’s most exciting lifestyle brands and venues to turn the volume up on the quietest of months. It’s a calendar packed full with interactive events, pop ups and delicious no ABV drinks, meaning that giving up the booze needn’t mean sacrificing the fun.

Amplify at Fugitive Motel – 16th, 23rd, 30th January

Located in Bethnal Green, Fugitive Motel is an all-day co-working space with a focus on sourdough pizzas, fun activities (Cornhole, Shuffleboard, Board Games), and craft beer, as well as boasting an impressive low and no alcohol offering.

Throughout January, Fugitive Motel will be serving Rock The Kasbah, which will be available all-month-long at the bar. As well as this, the collaboration will see the bar’s popular ‘Cornhole’ games taken over each Thursday from 16th January where anyone booking on these days receive a complimentary Amplify cocktail.

Fugitive Motel – 199 Cambridge Heath Road, London, E2 0EL

Duck & Dry – Mayfair, Chelsea, Oxford Circus and Spitalfields Salons

Mindful Mondays With Amplify At MasterPeace – 13th January, 20th January, 27th January, 3rd February, 10th February and 17th February Located in Eccleston Yard, MasterPeace is a unique and creative concept founded by Zena El Farra.

The mindful art experience allows guests to create beautiful, personal works of art with the help of one of their team of professionals. Using light as a guide, guests turn their favourite images into paintings to take home.

This January, Amplify is teaming up with MasterPeace for ‘Mindful Mondays with Amplify’. For 6 weeks, starting on 13th January, MasterPeace will be providing all guests with Amplify serves throughout their Monday sessions as well as delicious light and healthy nibbles.

In an effort to make ‘Mindful Mondays’ part of the weekly routine, guests can come along to individual sessions or alternatively buy all sessions at a discounted price.

MasterPeace – 12 Eccleston Yards, Belgravia, London SW1W 9NF

Amplify Your Dry January At Skylight Rooftop – throughout January

Skylight Rooftop is one of London’s most loved summer and winter hang-outs, with an exciting all-year round seasonal offering. This January, Skylight is introducing an all-new Dry January menu made up of three brand-new Amplify serves, curated by mixologists Dare Hospitality. One of these cocktails includes a non-alcoholic Espresso Martini, a delicious Amplified take on the original.

The Dry January menu makes the perfect accompaniment for the venues rooftop ice rink, table tennis and ice hockey shoot-out.

Skylight At Tobacco Dock, Pennington St, St Katharine’s & Wapping, London E1W 2SF

Ministry of Sound Fitness – 30th January

This January, Ministry of Sound will have people on their feet in a different way with its hugely popular fitness events. On 30th January, movers and shakers are invited to take part in a special Yoga class at MoS Farringdon, after which partakers will receive an invigorating Amplify and tonic before heading back out into the world, with self-confidence and endorphin levels at an all-time high.

Ministry of Sound Fitness – Arches 80-81, Newington Court, London, SE1 6DD

Amplify At Collage Club – 21st January

Collage Club is a workshop series celebrating the art of cutting and sticking, embracing hands-on techniques and using scissors as a drawing tool. Each session features a range of activities including speed collaging and collaborative image-making. On 21st January, Collage Club will be collaborating with Amplify for an evening of creative fun at Kiosk N1C.

Collage Club – 108 Lower Stable St, Coal Drops Yard, London, N1C 4DR

London City Runners

London’s biggest running club is holding an event with Les Mills UK on 22nd January where guests can blow away the winter cobwebs with a run before sweating it out in a class and enjoying an exclusive masterclass run by a CXWORX expert. Amplify will reward the athletes with a refreshing and well-earned drink at The London City Runners Clubhouse, located in Bermondsey – the perfect way to end an active day.

London City Runners Clubhouse – 130 Druid Street, London, SE1 2HH

Amplify At The Mindful Drinking Festival – 18th and 19th January

Taking place at the Truman Brewery in East London, the Mindful Drinking Festival brings together the latest non-alcoholic drink options all under one roof – perfect for those who are on a health kick, moderating their drinking habits, pregnant or trying, or just a bit sober curious. Amplify will be dishing out samples to all those who are interested in learning how to amplify their January this year.

Club Soda Mindful Drinking Festival – 91 Brick Ln, Spitalfields, London E1 6QR

So there we have action-packed calendar of events that is brought to you by Amplify.

To find out more about the brand visit their website here.

Amplify is available to buy at Morrisons and other online retailers, priced at £15 for a 50cl bottle.




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