Clearer Twist – a mixer brand from Northern Ireland championing “diversity, inclusivity, and social impact” – has launched in the UK off-trade.
The brand is part of the Clearer Group, a company set up by Ross Lazaroo-Hood and Sitki Gelmen following their rescue of Clearer Water in 2022.
Lazaroo-Hood and Gelmen stepped in to save Clearer Water, a social enterprise business committed to providing training and employment for socially disadvantaged young people, from going out of business three years ago.
They have since grown its workforce from eight to 25, expanded production in Northern Ireland and Turkey, and diversified with the addition of Clearer Twist last year.
Clearer Twist would continue to champion inclusion “by employing a diverse, mixed-ability workforce” as well as providing opportunities for “young adults who may struggle to find and sustain similar jobs”, Lazaroo-Hood said.
Part of the focus was on giving The Clearer Group’s workforce – many of whom are neurodivergent or have disabilities – life skills and training beyond those garnered in employment, Lazaroo-Hood said.
“It isn’t just about your standard corporate training, it’s all about life skills,” he said. “We want to make sure these people feel valued and that they are learning and developing and building confidence within themselves.”
Clearer Twist’s tonics and mixers are now available via Best Extra Cash & Carry, Brityard, and Henderson Foodservice (Northern Ireland). The brand is also in discussions with grocery multiples in Northern Ireland and on the UK mainland.
French Pink, Tonic Water, and Ginger Ale (rsp: £4.75/6x200ml) were made with high-alkaline water to deliver “a naturally sweet taste with less sugar, fewer calories, and no compromise on flavour”.
They would sit somewhere between Fever-Tree and Schweppes, appealing to the “mid to mass-market” shopper, Lazaroo-Hood said.
“We can complement and enhance your Grey Goose, but also your Smirnoff,” he added.
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