@chrismessina Don't think I'd call this a spirit, which I think by definition is alcoholic. Sounds more like a hydrosol / herbal distillate that's been, I guess diluted in water and (I hope) prepared to food grade standards.
Got some of the best London eateries lined up, so there must be something to it. Can't help but think that calling it a non-alcoholic spirit will put people off (I just want a whiskey!) but they do sound rather refreshing.