Amateur began as an exploration of how vodka could feel more considered and less performative. Instead of chasing intensity or overt flavour, the brand focuses on nuance, allowing subtle characteristics to emerge through careful formulation and production choices. The result is a spirit that rewards attention rather than demanding it.

Beyond the liquid, Amateur treats presentation as part of the experience. Influences from design, fashion, and visual culture shape how the brand shows up, from the bottle to its environments. It is created for moments that are unhurried and intentional, where taste, atmosphere, and detail are valued equally.