ISH Summer of 2025

The Summer Mindful Drinking Took Center Stage

Some shifts happen quietly. Others, you can taste in the air.

This summer, from airport lounges to open-air festivals, one thing became clear: mindful drinking isn’t a side story anymore — it’s becoming the story.

Freedom at 30,000 feet

When SAS launched their new Copenhagen–Seattle route, 300 travellers toasted the occasion with ISH cocktails at our airport pop-up with Spitze Agency. A first-class moment that showed just how far the mindful movement has come, proving that freedom of choice belongs everywhere, even in premium travel.

Festivals that include everyone

Our Feel Free Bar lit up both Heartland Festival and Salling Group’s All-In Festival. Thousands joined in, discovering what celebration feels like when everyone can raise a glass their way.
And at AiaSound, together with Plugin Heat Club, we turned up the heat — a reminder that great nights are defined by energy, not alcohol.

Hospitality that redefines inclusion

Together with EVE Group, we helped make menus inclusive by design: every cocktail available in no, low, or classic versions. It’s a small shift with big impact, because real hospitality isn’t about what’s in the glass, but about making sure everyone feels welcome around the table.

A movement that’s going global

Across borders, the same transformation is taking shape.
In the US, ISH became Amazon’s #1 alcohol-free wine — a milestone that shows how consumers are embracing alcohol-free indulgence at scale.
In Poland and Sweden, ISH hit more than 1,600 Rossmann stores, taking mindful drinking firmly into the mainstream.
In Spain, San Miguel’s New Drinks program tested ISH — and early sell-outs spoke louder than words.
And in Amsterdam, we took our Drink & Drive concept to new heights together with Ford x Manify — redefining what responsibility can look like when it feels good.

A glimpse of what’s next

Summer 2025 wasn’t just unforgettable. It was a glimpse of a new cultural rhythm. One where freedom, taste and inclusion blend seamlessly. Where every occasion, from festivals to flights, invites you to choose what feels right for you.

At ISH, that’s what we call the future of drinking culture.
A future built not on what you leave out, but on everything you gain.

Because the only difference, is how you feel.