Natural energy drinks brand Virtue Drinks has raised another £2m from investors including BrewDog founder James Watt and Premier League footballer Eberechi Eze.
Virtue Drinks claimed to be one of the UK’s fastest-selling clean energy drinks and has now raised more than £5m since launching in 2016.
The latest investment will support strategic marketing, global distribution, and hiring efforts.
As part of their investment, Eze will be actively involved in Virtue’s marketing strategy and amplifying the brand’s presence, while Watt will serve as a strategic advisor, guiding Virtue on how to scale the business globally.
Virtue Drinks is proving especially attractive to professional footballers, with former England footballer Chris Smalling previously investing a six-figure sum.
The drink is made with yerba mate, a plant naturally high in caffeine and antioxidants. It is available in three flavours – Tropical, Peach & Raspberry, and Strawberry & Lime – and one can contains 80mg of natural caffeine, the equivalent of a cup of coffee or traditional energy drink.
“We are really excited to partner with Eberechi Eze and James Watt to build the leading clean energy drink brand globally,” said Rahi Daneshmand, founder & CEO of Virtue. “These partnerships mark the start of an exciting next chapter for Virtue, and we can’t wait for even more people to enjoy our clean energy drinks.”
Virtue said its sales in UK grocery stores are up 173% to date this year, and it is now stocked in 5,000 stores worldwide. In the UK, it is sold in Waitrose, Morrisons, and Ocado.
Watt said it “is seldom that I see a drinks brand that genuinely excites me… I found Virtue first and foremost as a consumer and I am delighted to now be helping them on their growth journey”.
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