AME's Slogans & Taglines

Amé is a British lightly sparkling soft drink brand that emerged in the 1990s as a sophisticated, non-alcoholic alternative to champagne and sparkling wine. Positioned for celebratory occasions, the brand crafted a unique blend of fruit juices, spring water, and eastern herbal extracts—including Schisandra, Jasmine, Gentian, and Limeflower—to deliver a refined, complex flavour profile without alcohol. In 1999, the brand introduced Amé Celebration 5 Star, marketed as a sparkling, elegant option for non-alcohol drinkers seeking the glamour of bubbly without the intoxication.

The brand's core products are lightly sparkling non-alcoholic beverages, combining natural fruit juices, pure spring water, and a proprietary blend of eastern botanical extracts. Its formulations are designed to offer a champagne-like experience—light effervescence, aromatic complexity, and a clean finish—making them ideal for toasts, dinners, and social gatherings where alcohol is not desired.

From its earliest campaigns, Amé built its identity on the slogan "The non-alcoholic drink to wrap up any occasion" (1997), later evolving to "0% alcohol 100% spirit" (2001). This journey reflects a shift from a niche celebratory alternative to a symbol of mindful, sophisticated refreshment for those who choose to abstain without compromising on style.