Spiritu HK is making zero-proof drinking aspirational, turning it into a new lifestyle
In Hong Kong, social life often revolves around a drink in hand. From rooftop raves to quiet dinners at Michelin-starred restaurants, the question is rarely if you’ll drink, but what. Yet a new movement is reshaping the city’s drinking culture by offering a more thoughtful choice.
Rather than being just another distributor, Spiritu has taken on the role of cultural curator. Its mission is clear: show that non-alcoholic doesn’t mean boring, and that a zero-ABV option can carry the same sophistication, flavor, and excitement as any cocktail or champagne flute.
On October 9, Spiritu will support a World’s 50 Best Bars shift at Kinsman, putting its portfolio in front of some of the most discerning palates in the world. There was also the “House Blend” rooftop rave at WAV, where CROSSIP – Spiritu’s unapologetically bold non-alcoholic spirit – is mixed into high-energy cocktails.
The experiences don’t stop there. At the Terms & Co Anniversary, Maison Giulia – a Mediterranean-inspired sparkling 0.0 percent – was poured as a toast to community and craft. With its delicate blend of white grapes, fig leaves, and lavender, Maison Giulia turned a simple glass of bubbles into an embodiment of the “art de vivre”.
“It’s not enough to simply place a bottle on a bar, you have to create a moment for it.” says Rasheed Shroff, founder of Spiritu Drinks. “Whether it’s tasting an unapologetically bold CROSSIP cocktail at a rooftop party or celebrating with a glass of Maison Giulia bubbly at a Michelin-starred restaurant, we’re demonstrating that opting for a non-alcoholic drink is a powerful and positive choice.”
CROSSIP cocktails now feature on menus at top destinations such as Michelin-star restaurants and Hong Kong’s most respected dining establishments. Meanwhile, Maison Giulia is set to arrive at beloved independent restaurants across the city, offering diners a sparkling alternative that feels just as celebratory as champagne.
Also see: Where to eat in Hong Kong in August 2025
