The Edi team of product developers includes former Diageo and Distill Ventures executive Helene Locke, Edi’s general manager and founding partner. “Modern drinkers want more choice, sometimes preferring non-alcoholic drinks for certain occasions and at certain times, but not necessarily wanting to forgo that unwinding feeling.” Jakobi said: “Put simply, we’re on a mission to find new ways to feel good, without intoxication.
The effect is different for each person, but generally provides an uplifted and relaxed feeling, according to Edi. Spirited Euphoria is said to give a ‘feel-good’ sensation to those who drink it, which builds over a period of time. All the ingredients have been sourced naturally, Edi said. The product is a blend of hemp terpenes extracted from the hemp plant, pure cannabidiol (CBD), nootropics (cognitive-enhancing supplements) and adaptogens (natural herbs and roots).
The first product from Edi is Spirited Euphoria, which is made from the ‘real’ hemp plant (cannabis sativa) and a ‘complex blend of high-quality, natural, active and uplifting ingredients’. Our non-alcoholic distilled endorphin-led ‘spirits’ replace the effects of alcohol and will be a key driving force behind the future of socialising and mindful drinking.” “Despite initial industry scepticism, we’ve seen first hand the disruption of high-performance racing without petrol and see a place for feel-good ‘spirits’ without alcohol. “Drinking, its effects, and the ways we socialise have been untouched for thousands of years,” said Vergne. The company will offer ultra-premium products that trigger feelings of pleasure and relaxation without the effects of alcohol. Lawyer and Formula E executive Alexander Jakobi and Vergne have formed the Endorphin Dealer Institute (Edi), which seeks to pioneer non-alcoholic, distilled, endorphin-led ‘spirits’. Edi offers an ‘entirely new drinking experience’ Racing driver Jean-Éric Vergne has co-founded a hemp-based, non-alcoholic ‘spirit’, described as a new endorphin-led alternative to alcohol.
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