Dunelm Partners’ third investment is to back young entrepreneurs Oli Clements (27) and Matija Pisk (26) to introduce hard seltzer to first the UK and subsequently, the European market.
Oli and Matija joined Diageo after graduating and while working there, spotted how attractive a low (4%) alcoholic drink made with purified sparkling water infused with pure fruit might be to a UK and European audience, based on its recent successful US launch. There is no sugar in the seltzer and the only calories are the alcohol so it appeals to those looking for a clean, healthy low alcoholic drink.
Oli and Matija decided to back their judgement and start out on their own and so formed DRTY Drinks. The company had already successfully raised £190,000 from family and connections before in September 2019 Dunelm joined the party to contribute a further £110k to ensure the project had the best chance of getting off to a great start. On the back of its initial fund raising DRTY launched in the UK with two flavours-white citrus and raspberry rose and has subsequently expanded into Europe.
In its first year of trading , and not withstanding the Covid 19 pandemic, DRTY has positioned itself as a leading brand of hard seltzer. Among other things it is the biggest selling hard seltzer on Amazon in the UK.
Following on from its first year success, in September 2020 DRTY raised a further £450,000 in equity funding of which Dunelm Partners contributed £210,000. The new money is to be used to expand DRTY’s brand throughout Europe including the introduction of new formats and flavours – the first of which is mango passion which was launched in October 2020.
The board of DRTY has also been strengthened by the appointment of Elizabeth Newman as a non-executive director. Elizabeth was formerly head of alcohol buying at Sainsbury’s and is currently chief of staff for Sainsbury’s CEO.
For more information on DRTY please go to www.drtydrinks.com