Launched in the UK at the beginning of March, the Endorphin Dealer Institute (EDI) is pioneering a new category of functional, alcohol-free premium spirits, with their debut product – Spirited Euphoria – a uniquely molecular mix of hemp, nootropics, cannabidiol (CBD) and adaptogens, designed to give the consumer feelings of pleasure, without the downsides of alcohol.
“The more often you drink Spirited Euphoria, the more you’ll feel the beneficial effects of its unique ‘nootranical’ blend,” the brand say.
“The active functional ingredients work together to create a ‘feel-good’ sensation, which we call the ‘EDI Effect’. This physical effect is different for each person, but is often described as an uplifted and relaxed feeling.”
Co-founded by Formula E championship futurists Alexander Jakobi and Jean-Éric Vergne; EDI boasts a world-leading team of developers and strategists, including former Diageo duo Helene Locke (general manager and founding partner) and Anthony Wilson (technical director).
Anthony is also EDI’s master blender/distiller and has over 20 years experience working with and developing industry-shaping innovations in the beverage industry. He was behind the creation and end-to-end market delivery of brands and products such as Seedlip Distilled Spirits, Aecorn Aperitifs, Baileys Chocolat Luxe and The Cockspur Rum Portfolio (to name a few).
However, despite having an incredible amount of knowledge and experience in beverage R&D, nothing prepared him for Spirited Euphoria.
“When we first looked at this 18 months ago, from a technical point of view, I would love to say it didn’t prematurely age me a little bit!” Anthony told me this week.
“It is one of the most technically challenging innovation products I’ve ever worked on in my career. Helene and I have worked together on many occasions to push the boundaries of what can be achieved in drinks, and while some of them have given me a few headaches, this was a whole new level of challenge.”
In the second part of our exclusive deep dive into EDI and their game-changing ‘Spirited Euphoria’ debut, Anthony reveals how he developed the unique flavour profile of the pioneering spirit, with the brand aiming to be functional drinks leaders with their endorphin-led, alcohol-free experience.
Tom is the editor and co-founder of PURE NPD.
Formerly the deputy editor of trends and innovations hub Food Spark, Tom has had chef training in 50 top kitchens across the UK and Europe and is a former Restaurant magazine columnist. Tom has also served as a judge for the 50 Best BBVA Scholarship.
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