Sober Spirits launches in Maldives: a new era of alcohol-free elegance by SIMDI Beverages

On September 12, 2024, SIMDI Beverages, a key division of SIMDI Group, proudly introduced Sober Spirits, a groundbreaking line of alcohol-free beverages, at an exclusive event held at JEN Maldives Malé by Shangri-La. This launch marks a pivotal moment for the Maldives’ beverage industry.

Partnering with JEN Maldives, the event was hosted at the stunning rooftop restaurant, Azur, where the hotel’s renowned service and elegant ambiance added a special touch to the occasion, creating a memorable experience for all attendees.

The event offered guests a chance to sample Sober Spirits’ 0.0% alcohol beverages, enjoy live entertainment, and network with prominent figures from the hospitality industry, media, and other distinguished attendees. The celebration underscored the superior quality and taste of Sober Spirits, which is set to transform social gatherings in the Maldives.

Building on SIMDI Beverages’ success with previous non-alcoholic offerings such as Bière Des Amis, a premium non-alcoholic beer, and Natureo Wines, known for their rich flavours, Sober Spirits represents the brand’s continued dedication to innovation. This new range is carefully designed for those who value sophisticated taste while embracing a more inclusive drinking culture.

The SIMDI Group and JEN Maldives teams warmly welcomed the guests upon arrival.

During the opening ceremony, Mr. Yooshau Saeed, General Manager of SIMDI Group, highlighted the company’s dedication to introducing cutting-edge products to the Maldivian market. One of the Sober Spirits founders, Mr. Calixte, also spoke, sharing the brand’s inspiration and global success as a leader in the non-alcoholic spirits industry.

After the formalities, guests were invited to partake in the first-ever tasting of Sober Spirits in the Maldives, an event that showcased the collection’s exceptional depth and quality.