Something & Nothing Seltzers Launch In The US With Iris Nova

The UK-based seltzer brand seals US distribution deal with Iris Nova and closes first major raise at £450k

Something & Nothing seltzers are designed for people who care about flavour and are curious about the world. The brand’s mission is to refresh peoples palates and minds with globally inspired flavours (Yuzu, Hibiscus & Rose, Cucumber) and partnerships with artists, makers and thinkers. Having gathered impressive momentum in the UK, they have now joined the Iris Nova family and will launch in New York and LA in July 2020.

Something & Nothing seltzers only use natural ingredients and have a uniquely balanced and refreshingly full flavour created by using grape juice and lemon juice as a base, then blending a combination of extracts, juices and botanicals inspired by the travels and experiences of the founders. The seltzers are naturally low in calories, vegan and come in infinitely recyclable aluminium cans and cardboard packaging. The brand also donates 1p from every can sold to Glimpse, a collective who use creativity for the good of society and the planet.

Now partnering with Iris Nova (parent company of DIRTY LEMON) for US distribution, Something & Nothing Seltzers are available DTC across America and will be available for purchase in select venues in New York and LA. Iris Nova utilizes a direct-to-consumer SMS-based ordering platform to bypass existing distribution inefficiencies and improve how consumers find and purchase beverages. Founder Zak Normandin is building the beverage company of the future, expanding and applying the proprietary platform to a portfolio of innovative beverage brands that meet the rapidly evolving preferences of the modern consumer.

Co-founder of Something & Nothing, Olly Dixon, said, “Iris Nova have a family of amazing better-for-you drinks, a fantastic distribution network and a huge DTC customer base of modern consumers that utilise Iris Nova’s technology platform for seamless ordering. They are the perfect partners for us to enter the US market with.” 

During the Covid-19 crisis the Something & Nothing team has been busy closing their first full raise round of £450k and growing their DTC business by 300% through social advertising and the increase in online shopping in the UK during lockdown. The brand has also strengthened its connections with culture, by partnering with investors who bring their networks, experience and connections in music, food, technology, experiential and festivals. These include Resident Advisor co-founder Nick Sabine, Mixcloud co-founder Nikhil Shah, influential chef and entrepreneur Magnus Reid, co-founder of Skimlinks Joe Stepniewski, as well the co-founder of Secret Theatre and music promoters and festival owners in Germany and Norway.

Something & Nothing’s next major project is to launch a range of alcoholic seltzers in Autumn 2020. The brand’s recent feature on Channel 4’s Sunday Brunch, in which their seltzers were used as a mixer in low ABV spritzers, might give a clue as to the elevated approach they are going to take to their RTDs that will give them their point of difference in this rapidly expanding market.

Source: Something & Nothing

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