In the heart of South Carolina’s Lowcountry, a unique non-alcoholic spirit is starting to make waves. With a deep-rooted connection to the region and a passion for the craft, Brand Manager Jane Harmon shares the story behind Amethyst in our latest Q+A. Learn more about its origins at Burnt Church Distillery, how Jane navigates non-alc skepticism, and what lies ahead for the brand.
Tell us a bit about yourself. How did you come into your role at Amethyst?
I grew up on Hilton Head Island and graduated from the University of South Carolina with a degree in environmental geography. I love the small town feel of Bluffton and the Lowcountry—it’s truly a magical place. I’ve been in food and beverage almost my entire life. Both of my parents owned restaurants and bars, so I’ve worked in the field as a server, bartender, event planner, and at another distillery for several years as the general manager and account manager. My husband and I also owned and operated a food truck for a few years. So, being part of a distillery is very much part of who I am. When I heard Burnt Church Distillery was coming to my town, I jumped on social media and reached out. It’s history from there.
For those unfamiliar with non-alc spirits, how would you describe the taste and experience of Amethyst?
Amethyst gives you the full body mouthfeel. The botanicals shine without an artificial taste and the finish is a nice kick. It’s light, not sugary, and super versatile.
Tell us about Amethyst and the initial inspiration behind the brand. What’s the meaning behind its unique name?
The name Amethyst translates from the Greek word amethystos, which means “not drunk.” Additionally, amethyst stones are believed to balance the energy from fire and passion with that of logic and temperance. There is truly an intentionality and holistic appreciation with Amethyst as a non-alcoholic spirit choice.
Amethyst was born from a craft whiskey distillery. How did traditional whiskey making influence the direction of Amethyst?
Amethyst was inherently created in the spirit of inclusion. Before opening their doors to the public in March 2021, Burnt Church Distillery Owners Billy and Sean Watterson did quite a bit of research and found that 20% of bar, distillery, and brewery patrons choose not to drink alcohol. So, with inclusion in mind, Amethyst distilled botanical spirits were crafted to perfection!
Can you delve deeper into the process of producing Amethyst?
Amethyst is a highly distilled water infused with botanical extracts and filtered twice to deliver a pure tasting experience. Sean, the co-owner AKA the mad scientist, creates all of the flavor profiles and has many more flavors tucked away for later.
What are some of your personal favorite ways to enjoy Amethyst?
My everyday go-to is just 2 oz of any Amethyst flavor with club soda and about 0.5 oz of Wilfred’s. But I’ve created over 100 recipes during my two years with Amethyst.
What challenges has Amethyst overcome in its journey to date? What brand milestones are you personally most proud of?
The biggest challenge I’ve found during our journey is negativity from people who don’t understand the non-alcoholic movement. You know, they always say: “Why even drink then?” But I educate the person and, in most cases, they walk away understanding.
The biggest milestone was landing two large retailers in my first two years. I truly want Amethyst to be a household name someday.
Are there any exciting plans for Amethyst’s future that you can share? How do you plan to stay ahead of the curve and continue to innovate?
We’re currently working on getting distribution in California, Texas, and New York, so we’re super excited about that. As for innovations, we have a few tricks up our sleeve. One is going to be a collaboration with another brand. The rest? Stay tuned…
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Dry Atlas is your guide to the world of alcohol alternatives. We maintain the world’s largest directory of non-alcoholic spirits, wines, beers, and more to help you discover options you’ll love. We also publish High Spirits, the weekly newsletter that helps open-minded drinkers like you learn more about non-alc. Our goal is to demystify alcohol alternatives so you can navigate them with ease to pursue a happier, healthier life.
