Love Island star Dr Alex George has revealed he’s launching his own non-alcoholic drinks brand – and he wants fans to help taste-test it.
The 34-year-old, who shot to fame on the ITV dating show in 2018, says he’s entering “a new chapter” of his life with plans to build his business, Dead Clear Drinks, over the next two years.
Alex told fans: “I’m entering a new chapter of my life and I’m really excited about it.
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“I’m building something new but not in the way it’s usually done.”
The former A&E doctor, who’s been sober for nearly three years, admitted he misses the taste of alcohol – but not the effects, as reported by What’s The Jam.
He said: “I do miss the taste of beer and some other alcoholic drinks.
“I miss the taste, not the effects.
“I am a creative person who loves building businesses and I like to do things with purpose, so I’m building a non-alcoholic drinks brand.”
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Alex explained he’s doing things differently by involving fans from the very start.
He said: “I don’t have a product yet. Usually these things are done as a surprise launch but we are not doing that, instead we are bringing you along on the journey for the ups and downs that are inevitably going to happen.
“You’re going to get a chance to see what it looks like to build a brand, product development and the creation of the liquid and we want to build a community from it.”
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Alex confirmed he’ll be inviting people to taste-test the drinks and share feedback.
He said: “We will get the enjoyment of building it with you guys whilst building community around the brand, so when it launches people will know who we are and what our mission is.
“For me this is a big part of the next stage of my life and I’m putting everything into this over the next few years.”
The reality star said his mental health work will continue alongside his new business, admitting his past four years as an ambassador for the cause have been “tough”.
But Alex credits giving up alcohol nearly three years ago for transforming his life.
He’s also been open about the physical and mental changes he noticed after going sober.
He said: “The first 24 hours can bring a lot of apprehension and anxiety as you mentally prepare for doing it.
“The first thing I noticed was less puffiness in my face around my eyes and also my skin.
“I was overweight at the time around 20 stone, but the puffiness started reducing.
“That is because of the effect alcohol has on our fluid systems.
“When you drink a lot of alcohol you retain a lot of fluid in your tissue, which is why it is common for big drinks to seem quite puffy around their faces.”
The doctor also explained how quitting alcohol can boost overall health.
He said: “Alcohol also strips your gut lining, and we are learning so much about how important the gut microbiome is to our health.
“If we look after our gut health not only does it protect that part of our bodies, but our mental health, bone health and muscular health, your focus, immune system and everything.”
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