Fashion Designer Anya Hindmarch Launches AF Store - Noughty For Sale!

Anya Hindmarch the award-winning British fashion designer, has launched a new alcohol-free off licence in Pont Street in the heart of London's Belgravia. Partnering with Stuart Elkington's Dry Drinker low and no alcohol business, Hindmarch is offering walk-in customers an array of alcohol-free options including Noughty Alcohol-Free Organic Sparkling Chardonnay and Rosé.

City AM reports that Hindmarch was given the inspiration to launch the store because her adult children, who she noticed drunk far less and far less often than her generation, wanting drinks that were sophisticated and not just fizzy water or juice.

“The younger generation do not want to drink every day and neither do I,” says Hindmarch. “But you don’t want to look like some bore clutching a glass of tap water either”.

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