Frankie Bridge becomes low ABV ‘spirit’ ambassador

Ex The Saturdays member Frankie Bridge has been named the brand ambassador of low ABV ‘spirit’ label Atopia.

The brand, which is bottled at 0.05% ABV and retails for around £25 in UK supermarkets, was created by spirits group William Grant & Sons last summer.

Bridge, who is Atopia’s first brand ambassador, will promote the botanical spirit alternative through social media promotions on her Instagram, Twitter and TikTok accounts, which have collectively garnered two million followers.

It is hoped that the singer and mental health advocate will show William Grant & Sons, which also owns Hendrick’s gin, to be a company that offers drinks promoting wellness alongside its alcohol brands.

“I’m so excited to be the first Atopia Ambassador,” she said.

“I’ve always tried to encourage open conversations about moderation and the positive impact it can have on wellbeing, both physically and mentally… and now I’ve found the perfect drink that still tastes amazing and I can swap in when I’ve got an early start the next day, or just don’t fancy alcohol!”

Bridge, as an ambassador for mental health charity Mind, is well versed in discussing wellness with her followers. She also hosts a podcast called Open Mind, and published her own book on the subject, Open, in February this year.

Tom Stannard, global marketing manager at Atopia, said the company will use the partnership to “open up the conversation about moderation,” as well as positioning Atopia as “a leading liquid in the category.”

“We’re really excited Frankie is partnering with Atopia. She captures the true essence of our audience as a mindful moderator.”