In 2017, the owner and founder of ISH, Morten Sørensen, took the challenge of 100 days without alcohol. It started as a fun personal aspiration, but it ended up being an experience that changed his life. He couldn't find any suitable alternatives to alcohol that hit the bullseye for him. The mission was clear: To make a non-alcoholic gin so good that no one would miss its alcohol.

During his 100-day journey, Morten noticed the rising attention around his choice to quit alcohol for a while. He was met with everything from confusion and wondering to curiosity – fortunately, mostly the latter. We certainly get that sense at ISH's headquarters, too, with a still increasing tendency to opt-out alcohol, either for a while or for good. The reasons to make this choice are countless, but the benefits always the same - better sleep, more energy, and generally just feeling more pulled together to face the day with a strong and positive mindset.

At ISH, we are not traditional, but the taste is! We only use premium ingredients that are properly grown. As a result, GinISH honors the authentic taste of gin. It has robust notes of juniper accompanied by classic gin botanicals like coriander seeds and citrus. We use natural extracts to achieve the conventional gin taste, and chili gives GinISH the satisfying warmth we recognize from traditional gin.