Brimful Drinks

Expertise in no & low alcohol drinks

We believe that all drinks should taste good, look good and feel good, whether they have alcohol in them or not. For us, the  no & low experience should feel just like drinking a fine wine in a top restaurant, or a bespoke cocktail in a top bar.

We can help your no & low drink succeed, by supporting you through the whole process, from product formulation to benchmarking and branding. We can develop a vocabulary for your drink, talk to your consumers, develop your perfect serve, and train the people who will serve your drink in the on-trade or sell it in retail or online.

In short: we want your drink to succeed, and we can help to make that happen.

What we do

With over 50 years’ experience in the hospitality and drinks industries, and 4 years dedicated to no & low, we really understand the category. Services we offer: 

  • New Product Development
  • Flavour Profiling & Benchmarking
  • Brand Strategy & Advocacy
  • Menu Development & Implementation
  • Training 

Who we are

James smiling

James Morgan

James is a passionate advocate for great products and great hospitality. He has expertise in all processes from idea to production, including product and ingredient sourcing, recipe formulation and benchmarking. He is also skilled in brand positioning and advocacy, on-trade menu development and implementation, training and engagement. Before forming the consultancy James enjoyed a 25-year career in hospitality, working with some of London and Sydney’s finest restaurateurs. Since then he has worked with an array of great no & low projects with clients including Distill Ventures, Travers Smith, Nine Elms No.18 and Hakkasan Group. In his spare time James walks in forests, cooks, makes drinks and indoctrinates his children.

Chris smiling

Christine Parkinson

Christine is best known for her work as Group Head of Wine for Hakkasan, although she has also been a Head Chef and worked in Operations. With a focus on improving, she led restaurant teams around the world to multiple ‘Best Wine List’ awards. She also developed a class-leading sake operation, then set up an in-house no & low drinks research project. Her globally-based team sourced products, recipes and techniques from around the world, and developed several new drinks. The resulting ‘Orchard List’ was one of the first major no/lo offerings in a restaurant group. She has won numerous awards including IWSC Lifetime Achievement, Imbibe Industry Legend, IWC Sake Contributor, WSET Educator of the Year, and the Wine & Spirits Ambassador Catey.

Our Clients

We like to work with ambitious start-ups as well as established businesses, small, medium and global. What matters to us is bringing our expertise to projects where we can work with great people to deliver quality drinks to market, that are not only delicious and innovative, but are also grounded  in authenticity, sustainability and the aspiration for exceptional customer experience.

Previous clients include:

NINE ELMS No.18 ⋅ Hakkasan Group ⋅ KolibriTravers Smith LLPDistill VenturesMother Root