Jamaican-inspired Sorrel Hibiscus Elixir earns top recognition from USA Spirits Ratings and The Daily Pour’s inaugural Zero Proof Choice Awards
NEW YORK, Sept. 2, 2026 /PRNewswire/ — Joy’s Island Spice, the family-owned beverage company behind its award-winning Sorrel Hibiscus Elixir, today announced two additional Gold Medal awards, bringing the brand’s total 2026 competition awards to five and further establishing Joy’s as a rising leader in the rapidly expanding non-alcoholic beverage category.
Joy’s Sorrel Hibiscus Elixir received a Gold Medal at the 2026 USA Spirits Ratings and a Gold Medal at The Daily Pour’s 2026 Zero Proof Choice Awards, adding to a remarkable year of recognition for the two-year-old brand. The Daily Pour awards were judged through blind tasting by bartenders, sommeliers, retailers and other beverage-industry professionals.
The five 2026 awards provide independent validation of Joy’s quality, flavor and versatility at a pivotal moment for the non-alcoholic beverage industry.
“Winning five industry awards in a single year, just two years after launching, is an extraordinary milestone for our family,” said John Morris, Founder of Joy’s Island Spice. “We created Joy’s to bring our family’s Jamaican sorrel tradition to a new generation of consumers. To have seasoned beverage professionals recognize the quality and versatility of the product is incredibly gratifying.”
A New Opportunity for Beverage Buyers and Hospitality Operators
Joy’s emergence comes as consumer drinking habits undergo a fundamental shift. According to IWSR, global beverage alcohol volume declined 2% in 2025, while no-alcohol categories continued to grow, with no-alcohol spirits increasing 8%. The firm identifies no-alcohol beverages as one of the industry’s strongest areas of opportunity.
For restaurants, hotels, bars and hospitality groups, the opportunity extends beyond accommodating guests who choose not to drink.
A well-designed zero-proof beverage program can create a new, high-margin revenue stream while enhancing the experience for an increasingly important segment of customers. Operators can charge premium cocktail pricing while avoiding the cost of alcohol, making sophisticated non-alcoholic cocktails an increasingly attractive component of a beverage program.
The trend is already translating into menu decisions. SpotOn reported a 47% year-over-year increase in non-alcoholic beverage additions to independent restaurant menus in January 2026, highlighting growing demand for zero-proof offerings.
For beverage directors and hospitality groups, a sophisticated zero-proof selection is no longer simply an amenity for guests who abstain from alcohol. It can be a profitable component of a modern beverage program that allows every member of a dining party to participate in the cocktail experience.
From Family Recipe to Fine-Dining Menus
Joy’s Island Spice is already finding a home in some of the country’s most discerning culinary environments.
Essential by Christophe, the Michelin-starred New York restaurant of Chef Christophe Bellanca, currently features Joy’s Sorrel Hibiscus Elixir in its N.A.groni, a spirit-free cocktail.
Essential also offers sophisticated non-alcoholic pairings as part of its tasting-menu experience, demonstrating the increasingly important role zero-proof beverages can play in fine dining—not simply as substitutes for alcoholic drinks, but as carefully considered components of the culinary experience.
“Joy’s was created to be more than a substitute for alcohol,” Morris added. “Sorrel has a deep culinary history in Jamaica, and our goal is to bring that heritage forward in a way that feels contemporary, sophisticated and relevant to today’s consumer.”
A Distinctive Alternative to Conventional Non-Alcoholic Beverages
Joy’s Sorrel Hibiscus Elixir is inspired by a traditional Jamaican sorrel recipe passed down through generations of the Morris family. Made from hibiscus and a proprietary blend of herbs and spices, the elixir can be enjoyed on its own, over ice, or as the foundation for sophisticated zero-proof cocktails.
For consumers who are sober-curious, moderating their alcohol consumption, or simply looking for a sophisticated beverage without alcohol, Joy’s offers an alternative designed to stand on its own rather than imitate a conventional spirit.
The brand’s five 2026 competition awards reinforce Joy’s position as a breakout brand within the rapidly developing non-alcoholic beverage segment and demonstrate the potential for culturally rooted products to establish themselves within the broader modern beverage landscape.
About Joy’s Island Spice
Joy’s Island Spice is a family-owned and family-founded beverage company inspired by the Morris family’s Jamaican heritage and generations of family recipes. The company produces premium Caribbean-inspired food and beverages, including its award-winning Joy’s Sorrel Hibiscus Elixir.
Joy’s mission is to bring the vibrant flavors and traditions of Jamaica to contemporary consumers through products that are authentic, sophisticated and made for sharing.
For retail, hospitality and distribution inquiries:
Joy’s Island Spice
www.joysislandspice.com
(908) 224-6900
contact@joysislandspice.com
Media Contact:
John Morris
contact@joysislandspice.com
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SOURCE Joy’s Island Spice
