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We’re stoked to spotlight Wilfred’s Non-Alcoholic Aperitif in our Spellbound non-alcoholic cocktail kit. It’s a bottle that leaves an impression, both visually and in taste, and can take a drink in so many directions. Pair it with something simple for a refined serve, or use it to build a non-alcoholic take on a classic, from a gorgeous spritz to a Negroni.
We loved sitting down with Chris Wilfred, founder of Wilfred’s, to learn more about the story behind the bottle. We’re talking life before Wilfred’s, the experiences, flavors, and memories that helped shape what he created, his own relationship with drinking, and what he’s looking forward to as we head into the winter season.
Here we go!
For anyone in the Raising the Bar community discovering Wilfred’s for the first time, how would you introduce what you’re creating and what matters most to you about it?
Wilfred’s is a unique take on the classic bittersweet aperitif, and best enjoyed as a spritz. What we care most about at Wilfred’s is creating great flavour, ensuring every batch has the very best quality botanicals and delivering great complexity in every non-alcoholic cocktail we make. It’s rewarding to see that obsession of quality and detail has been recognised, with Wilfred’s being judged best non-alcoholic drinks by America’s Test Kitchen, and included in The New York Times’ best non-alcoholic list for 5 years in a row.
We’d love to hear how Wilfred’s really began. What was happening in your life at the time, and what ultimately set the idea in motion?
Wilfred’s wasn’t created overnight. I spent months experimenting, tweaking, and tasting to get the perfect balance, resulting in over a hundred iterations before getting the recipe just right.
How has creating Wilfred’s, alongside your own relationship with drinking (or not drinking!), shaped the way you see social moments?
I hit my 30s and realised that I couldn’t drink in the same way that I used to, and didn’t want to either, but I loved the occasion of creating a good cocktail and enjoying those with friends. But I discovered that I couldn’t do that without alcohol at the time - recreating a great drinking and cocktail-making experience without the booze, the choices weren’t available. So started my journey to creating a unique take on the classic spritz.
What’s a fun fact about you that most people would never guess?
I used to be an engineer and designed Japanese trains (and that obsession in quality I’ve brought to Wilfred’s!). I have a British father and French mother. I enjoy playing chess to wind down. I love a cryptic crossword.
Can you share more about the experimentation that went into creating Wilfred’s? What were you searching for throughout that process?
Whilst I was experimenting with recipes, something always felt like it was missing. One day my mum knocked on my door holding a handful of fresh rosemary picked from her garden for cooking - and I happened to be in the middle of making a batch of Wilfred’s and so chucked a few sprigs in. It turned out to be the missing piece to the puzzle. The bitter orange is also a subtle nod to my father’s marmalade. It’s funny really - after starting out by sourcing ingredients from all over the world, the flavours that brought everything together were the ones tied to flavour memories of my childhood.
Why the spritz? What made you so passionate about reinventing this iconic drink?
Firstly, it’s a fantastic drink that’s complex but not overly complicated. And secondly the spritz really captures the essence of the aperitivo moment. I was inspired by my time in France and Italy, watching how a simple drink and a few snacks could bring people together - often spontaneously - and create genuinely meaningful moments. It was such an effortless, joyful ritual, and I felt we didn’t really have that same culture in the UK. I wanted to bring a bit of that spirit home.
As we head into the cozier months, how are you enjoying Wilfred’s right now?
Even if the sun isn’t out, I like to think Wilfred’s brings sunshine to your glass and life! Even though staying home is tempting, I try to make the effort to connect with friends - which often means hosting everyone at mine. We’ll gather around the log fire with Negroni-style drinks (recipe on our website!) and a few simple nibbles: marinated olives, warm rosemary focaccia, maybe some cured meats. Nothing complicated. Just an easy, comfortable moment to unwind, catch up, and enjoy those small moments that make winter feel a bit brighter.
