CROSSIP co-founder Carl Anthony Brown is known across the industry and media as a cocktail expert (he’s been featured on UK TV shows such as on Channel 4’s Sunday Brunch and ITV’s This Morning).
With 19 years in hospitality, skills in the development of beverages, brands and operations of the bar industry and winner of the prestigious ‘Young British Foodie’ award, Carl was inspired to create a base for cocktails that didn’t contain alcohol - but still had all the positive sensory excitements and flavors of the drink.
He literally locked himself in a dark room to trial different spices, botanicals and flavors... and CROSSIP was the result.
Carl sits down with BeverageDaily and takes us through the brand’s journey so far.
Introduce us to CROSSIP!
CROSSIP is an unapologetically bold non-alcoholic spirit brand that I co-founded with Tim Blake in 2020 in the UK.
The idea was simple but ambitious: to redefine what non-alcoholic spirits could be.
Our USP is all about delivering intense flavor, depth, and texture—a true ‘boozy’ kick, but without the alcohol. Through a meticulous process of botanical maceration, we’ve created drinks with rich, layered profiles that elevate cocktails and mixers alike. CROSSIP isn’t here to mimic—it’s here to stand out and set a new standard for socially inclusive drinking.
CROSSIP provides a depth of flavor and ‘boozy’ kick. How?
We extract botanicals under pressure through maceration—a unique process that draws out intense flavors, which we then expertly blend into our signature SKUs. By using a carefully crafted balance of botanicals, fruits, and spices, we create mature flavors with incredible depth and texture.
This complexity ensures that CROSSIP adds a rich, layered experience to any beverage, delivering the satisfying ‘boozy’ kick without the alcohol.
Your business has been very focused on the on-trade. What’s been the key to success here?
From the beginning, CROSSIP’s journey has been deeply rooted in the on-trade. As a brand born in a bar—not a boardroom—it was a natural starting point for us. Bars, restaurants, and venues are where people experience the art of mixology, creativity, and the communal joy of drinks. It’s also where we can best showcase CROSSIP’s bold flavors and versatility in action.
Education has been a cornerstone of our approach. The on-trade provides an invaluable platform to engage with bartenders and industry professionals, teaching them not only how to use CROSSIP but also how it can elevate their offerings. This hands-on environment allows us to demonstrate that CROSSIP is more than an alcohol-free alternative—it’s a spirit with its own equity, capable of creating exceptional drinks for any occasion.
The key to success has been fostering partnerships with venues that share our commitment to innovation and quality. By working closely with bartenders, we’ve been able to integrate CROSSIP into their menus, giving consumers a tangible, memorable experience of what we stand for.
Our focus on the on-trade isn’t just about brand awareness—it’s about shaping perceptions. By positioning CROSSIP as a great spirit in its own right, we’re helping redefine what alcohol-free spirits can be.
Your spirits are not defined as alcohol-free tequilas, gins or rums… rather, they’re defined by their own identity and flavors (Pure, Hibiscus, Dandy Smoke, Blazing Pineapple…). Why?
If you market a product as a tequila, gin, or vodka alternative, people naturally expect it to taste exactly the same. And when it doesn’t meet those expectations, it often leads to disappointment. While there have been some good attempts in this space, it’s incredibly challenging to truly replicate those spirits.
Instead, I wanted to think bigger—about the entire drinking experience. When people go into a bar, they don’t just ask for “gin.” They ask for a gin and tonic, a martini, or another specific finished drink. So, rather than mimicking existing spirits, I focused on creating something new that aligns with the moments and drinks people actually enjoy.
I designed CROSSIP with intense flavorings and textures that provide the balance and complexity you need to craft those finished drinks. By doing so, instead of simply opening up a bottle of “one spirit,” you’re opening up a world of possibilities. Our products empower bartenders to get creative and help drinkers enjoy something bold, uncompromising, and unique.
This approach allows CROSSIP to stand out with its own identity and flavor profiles. It’s not about being a substitute for anything—it’s about delivering rich, memorable moments in their own right. CROSSIP isn’t just a part of the low-and-no-alcohol category; it’s carving its own innovative path within it.
Take us through your global expansion strategy
As a young brand, CROSSIP’s early growth was driven by seizing opportunities as they arose, helping us establish a presence in key markets. The Middle East, our largest and most successful region, has been a natural fit for our premium, alcohol-free offering. Globally, we are seeing a social shift toward a more balanced approach to socializing, creating new opportunities for CROSSIP’s versatile and bold flavors.
In 2025, we will continue with a more strategic approach. Our focus will be on consolidating our position in the Middle East, expanding further across Europe, and launching properly in North America and Australia. Emerging markets in the Asia-Pacific region also present exciting opportunities for growth as demand for innovative, alcohol-free options increases.
Finding the right partners remains critical to our strategy, though it’s not without challenges. We seek collaborators who share our vision and can elevate CROSSIP’s unique value proposition. Strong partnerships, particularly in the on-trade, are key to driving awareness and showcasing CROSSIP’s versatility.
CROSSIP’s journey is driven by bold flavors, innovative strategies, and the ambition to transform socializing experiences—any time, anywhere, for anyone.
How would you rate the alcohol-free spirits category, as a whole?
The alcohol-free spirits category has seen significant growth, shifting from niche to mainstream. Big names like Gordon’s 0.0 and Tanqueray 0.0 have raised awareness, while craft brands are driving innovation. The category excels at fostering inclusivity, offering versatile options for all occasions and breaking barriers in how people socialize.
But quality remains inconsistent across the category. While some products deliver exceptional taste and complexity, others fall short, risking consumer trust. Education is another hurdle—consumers often see alcohol-free spirits as substitutes rather than versatile, standalone spirits equitable with their alcoholic counterparts. Greater clarity is needed to showcase the category’s value and how it fits into various occasions.
To thrive, the category must deliver consistent quality, redefine itself as more than a non-alcoholic alternative, and demonstrate its value as an innovative and versatile part of the spirits landscape. By balancing big-brand influence with craft ingenuity, alcohol-free spirits can stand alongside their alcoholic counterparts as equals in quality and creativity.
What does January look like for CROSSIP?
This January, we’re teaming up with top venues like SUSHISAMBA and Burger and Lobster to Defy January with bold no and low cocktails.
With more people embracing a more balanced approach to drinking, CROSSIP’s campaign highlights the freedom to drink, moderate, or take a break entirely – without compromising on flavor or experience. Whether you’re looking to find balance, experiment with new options, or simply enjoy an unforgettable cocktail, ‘Defy January’ offers something for everyone.
Our participating venues also include Lucky Voice, Hakkasan, Portobello 177, Trailer Happiness, Common’s Club (Virgin Hotel), and Signature Pub Group (Scotland).
What is your favorite CROSSIP product and why?
How can I possibly choose? Each CROSSIP creation is special to me, designed with a specific occasion in mind. My favorite really depends on the moment and the vibe—whether it’s a bold, smoky kick for a night in or something fresh and vibrant for a summer afternoon, there’s always a CROSSIP that fits perfectly.
What inspires you on your journey in the low/no alcohol category?
I see it as a journey of flavor—creating mature, intense, and memorable profiles that anyone can enjoy. My career in hospitality has been dedicated to crafting exceptional experiences, and my goal is to ensure that every occasion has something truly incredible to offer, regardless of whether it includes alcohol.
