In the past 18 months, Something & Nothing has seen their US sales flourish, with consumers charmed by the brand’s elevated ingredients, global flavours and unique branding. Something & Nothing Seltzers became the fastest selling new drink in influential store Erewhon, without any promotion or marketing spend in the US.
In the UK, Something & Nothing have continued to win influential accounts such as Soho Works, Benugo, Arket and Whole Foods, as well as leading independents including Shop Cuvée, Earl of East and Mare Street Market.
Having now launched a range of 4% Spritz made with quality French Wine, Something & Nothing have set their sights on elevating the RTD, hard seltzer category, creating a portfolio of drinks for multiple occasions for the more discerning modern consumer.
Something & Nothing will be using this new round of investment to meet with demand in the US and start production there by the end of 2022. The brand will also continue to invest in their artists, makers, thinkers communications program which creates refreshing content and marketing that authentically connects with the curious modern consumer.
“We create partnerships with creatives to develop playlists, content, art and culture to ensure we develop emotive relationships with our community, not just offer discounts”, says Something & Nothing co-founder, Olly Dixon.
Sampling is also a key pillar for their strategy. Something & Nothing will be using this investment to sample over 100k cans of Spritz in the UK and US, connecting with commuters, festival goers and experience seekers.
“We know our Spritz is the best tasting product on the market and we have absolute confidence in the liquid, so the best way to gain more fans is for them to experience it, therefore we are investing heavily in targeted sampling around different drinking occasions” says co-founder Rupert Pugsley.
Something & Nothing have already been sampling at Coachella festival with Soho House and Erewhon and have multiple activations planned over the summer in the UK, including a mass sampling at Waterloo Station to capture the RTD commuter market and several UK festivals.
The lead investor in this round is Tom Singh’s Rianta Capital who were impressed with the quality of the liquid, the strength of the brand and the experienced team behind Something & Nothing. Tom Singh said, “We see Something & Nothing as having that very rare combination of a fantastic product and a totally unique brand, we believe this combination will see them gain global success. We are very happy to be joining them on their journey”
Siggi Hilmarsson founder of siggi’s icelandic-style yogurt is one of the US based investors who brings his vast experience of launching a successful international brand in the US. He says, “The strength of the flavours they have created with very little sugar, and their unique brand, positions Something & Nothing as a truly outstanding brand to take on the big sodas and encourage people to consume less sugar.”
Bart Jan Manten, investor and founder of premium Olive Oil brand Neolea is also a key investor in this round. “Being an entrepreneur myself in the F&B industry with Neolea, I’m fascinated by the opportunities but also challenges of the industry. Rupert and Olly are very talented and experienced guys who managed to produce a fantastic product line that tastes so good and is very creative at the same time, which I think is exactly what you need to connect with people”
The aspiration of the investors is shared by the founders Rupert and Olly, who’s vision is to build a portfolio of drinks that become a healthier, tastier everyday choice for the modern consumer across different occasions, experiences and moments.
“We are building a brand that modern consumers not only love due to our natural ingredients and superior taste, but also find aspirational, inspirational and most importantly interesting. We act more like a fashion or lifestyle brand than a drinks brand. Due to our elevated flavour, creative packaging and highly considered digital presence, we are creating a brand for the curious and the cultured, building emotive connections, not just selling drinks. The brand love we are cultivating is what will keep us around for a long time” said Olly Dixon.
Something & Nothing’s Yuzu, Hibiscus & Rose and Cucumber Seltzers are made with the highest quality natural juices, extracts and botanicals and have all won a great Taste Awards. The team also recently launched a line of 4% Spritz that expertly blends their award winning seltzers with quality wine from a family ran estate in the Côtes de Gascogne, where they practice minimum intervention. To find out more visit somethingandnothing.co.
Source: Something & Nothing
You must be logged in to post a comment Login