Hitchin Nub News aims to support our community, promoting shops, businesses, charities, clubs and sports groups.

We showcase some of these businesses, organisations and individuals regularly in a feature called 'Up Close in Hitchin'.

For our latest Up Close feature we shine the spotlight on Hitchin resident Gemma Mills' JOMO Club - an alcohol-free spirit subscription box, voted the UK's best, by The Independent newspaper.

So, read on for our latest Hitchin Nub News Up Close on the successful and highly-acclaimed non-alcoholic business from our town.

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With the festive season approaching and the prospect of a raft of social events to attend, revellers have been embracing the idea of non-alcoholic drinks in our area as well as across the land.

The popularity of non-alcoholic drinks has exploded over the last few years, with many believing that their time has come.

None more so than Hitchin's JOMO Club - a perfect alternative for those looking for different choices to alcohol this Christmas, or a tasty break in between the booze.

JOMO stands for the 'Joy Of Missing Out' with the business providing the opportunity to try high quality, great tasting alternatives to alcohol every month.

"We launched the business together in lockdown after drinking too much gin, like so many," owner Gemma tells Hitchin Nub News.

"We live in Trevor Road and have done so for four years now. My partner is born and bred in Hitchin and I moved here when I met him.

"We started looking for a healthier alternative to alcohol and realised alcohol-free spirits still gave us the ritual of making a drink and a cocktail, without the effects of alcohol."

JOMO's popularity is growing all the time, with Gemma overwhelmed by the support near and far.

However, the backing they've had from people in Hitchin has been enormous.

"Members do come from everywhere but the support from Hitchin has been wonderful," Gemma explains.

"From Hitchin groups, businesses and members, everyone has been excited to see a Hitchin based business - and we are so grateful.

"One member subscribed to JOMO and two weeks later emailed us saying: 'Oh my goodness, you're from Hitchin - I didn't realise - this is even better."

Local companies have also been a great support Gemma explains, most notable has been from Chia in Hitchin churchyard.

"They have supported us during our launch by announcing so to their followers and we are grateful for that and them," says Gemma, adding: "It's been the same with various Hitchin Instagram groups who regularly mention us."

With each box from JOMO including a new alcohol-free spirit, complementary mixers and garnishes, sweet and savoury snacks - as well as their 'Cocktail of the Month' along with additional non-alcoholic drinks to explore and an exclusive printed members magazine - no wonder Gemma's offerings promise to be the perfect Christmas present.

With such a soaraway success in our town, the team are still running JOMO Club from their Hitchin home after launching in August this year.

Gemma adds: "But with boxes, bottles and snacks taking over, and delivery drivers taking a look at our narrow road and rolling their eyes - along with JOMO rapidly expanding - we are exploring the idea of getting a premises in Hitchin which is extremely exciting for the growth of the club."

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Gemma would like to mention: We are offering 30% off all subscriptions using 'JOMO30' and are £26.60 today!

The Festive Box is a surprise until it arrives at your door but we can tell you it includes two full sized bottles of something special - one perfect for Christmas Day and one pairing with our warming cocktail of the month.

Make sure to also check out the Christmas Bundle as the perfect gift - a two month subscription including the December Box and Dry January Box worth over £120 for just £78!

For more information visit JOMO

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Nub News loves local businesses and now it's more important than ever to support them.

Quite simply, we want to help your business out.

Every week we want to feature a new business and give them some vital publicity to help them thrive once again after a challenging 18 months.

So email [email protected] and we will feature you.

Also sign up to our local list for a free ad for your business HERE

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A SELECTION OF PREVIOUS HITCHIN NUB NEWS UP CLOSE FEATURES:

Introducing Wellington Evans - Hitchin's newest estate agents

Flip Connect and Hitchin Town - The Perfect Match

HITCHIN NUB NEWS UP CLOSE EXCLUSIVE interview with Sir Kier Starmer

UP CLOSE: Bim Afolami, Hitchin MP on racism, NHS, Brexit, lockdown, welfare, Marcus Rashford, Kier Starmer and much more

UP CLOSE: Matt Bean, owner of Cantina Carnitas

UP CLOSE: Chris Cheah, owner of Chicken George

UP CLOSE: Fabio Vincenti, owner of Fabio's Gelato

UP CLOSE: Simmy and Jhai Dhillon, owners of Rice and Spice

UP CLOSE: Danny Pearson, Beano comic writer

UP CLOSE:Hitchin Squirrel Rescue

[L]https://hitchin.nub.news/n/feature-hitchin-food-rescue-39seeing-volume-of-food-that-would-otherwise-go-to-waste-makes-it-very-real39[L+]UP CLOSE: Hitchin Food Rescue

UP CLOSE: Adam Howard, organiser BackToSchoolival

UP CLOSE: Hitchin's inspirational Black Lives Matter movement

UP CLOSE: RuPaul revolutionised positive perception of drag among mainstream says north Herts' Magenta

UP CLOSE: The brilliant Keith Jones - master butcher and master crooner

UP CLOSE: Freddy and Em, landlord and landlady of The Half Moon pub

UP CLOSE: Tradee On Demand - the brilliant new app dubbed 'Uber for property maintenance'

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If you or your business or organisation would like to be featured in a future UP CLOSE please email [email protected] or tweet us @HitchinNubNews