There’s a certain magic to that hour when the working day ends and the good part begins. The sun’s still out, the glasses are clinking and nobody’s checking the time. That’s the moment we created ORA for. A self-initiated concept for a sparkling 0.0% aperitif, inspired by European drinking culture and the simple pleasure of making an occasion out of absolutely nothing. No alcohol. No compromise. And definitely no missing out.

We wanted to create an alcohol-free drinks brand that didn’t feel like an alcohol-free drinks brand. Something with all the confidence, character and ritual of a proper aperitivo, without making a big song and dance about what’s missing. The result? ORA. A name inspired by the Italian word for ‘hour’, built around a simple idea: the best part of the day belongs to you.

We gave ORA a bold, contemporary identity, distinctive packaging and a sun-soaked visual world inspired by European terraces, long afternoons and drinks that look almost too good to touch. A little bit of Italian attitude. A lot of personality.

Somewhere between the last email and the first dinner reservation, there's a little window of possibility. A drink in the sunshine. An impromptu catch-up. One more round that turns into three. Inspired by the Italian art of taking your time, ORA is all about making the most of those moments. Three bright, citrus-led aperitifs — Blood Orange, Grapefruit and Lemon, with all the character and occasion of a proper aperitivo, just without the alcohol. We didn't want to create an alternative to something else, we wanted to create a drink worth choosing in its own right.

No compromises. No explanations. Just good drinks and even better company.