Virtue Drinks, the UK’s fastest growing clean energy drinks brand, has announced the successful closing of a £2 million investment round.
This latest funding brings the company’s total investment to over £5 million. Notable investors in this round include James Watt, co-founder of BrewDog, Europe’s largest craft beer brand, and Eberechi Eze, Premier League footballer and England international.
James Watt will take on the role of strategic advisor and guide Virtue founder and CEO Rahi Daneshmand in scaling the company globally. Eberechi Eze will actively participate in Virtue’s marketing strategy, with the aim of strengthening the brand’s presence post-investment. They join existing investor Chris Smalling, former England and Manchester United footballer, along with a group of strategic angel investors.
The capital injection will support Virtue’s strategic marketing efforts, global distribution expansion and team growth. The company plans to grow brand awareness in Britain, Europe and beyond, capitalizing on its current presence in more than 5,000 stores in 20 countries. Key suppliers include Waitrose, Whole Foods Market, Ocado, Morrisons, Motor Fuel Group, Casino, Carrefour and Spinneys.
Founded in 2016, Virtue offers clean energy drinks made with all-natural ingredients, without sugar and without calories. The drinks are powered by yerba mate, an adaptogen rich in essential vitamins, minerals, amino acids and antioxidants. Available in three flavors: tropical, peach and raspberry and strawberry and lime. Each can contains 80 milligrams of natural caffeine, which is equivalent to a cup of coffee or a traditional energy drink.
Virtue’s products aim to provide a lasting energy boost that improves mental focus and physical performance without the crash or jitters associated with traditional energy drinks and coffee. The brand is carbon neutral and vegan certified and meets growing consumer demand for healthier and more sustainable options.
Rahi Daneshmand, Founder and CEO of Virtue, said: “We are very excited to partner with Eberechi Eze and James Watt to build the leading clean energy drink brand globally. Their belief in our vision and commitment to our growth highlights the positive impact we want to achieve together. As the first all-natural energy drink with no sugar and no calories, Virtue is well positioned to lead the way in clean energy. These partnerships mark the beginning of an exciting new chapter for Virtue, and we can’t wait for even more people to enjoy our clean energy drinks.”
James Watt added: “It’s rare that I see a drinks brand that really excites me. In Virtue I found a great product led by a brilliant entrepreneur. I am happy that I can now help them on their growth path.”
Eberechi Eze concluded: “Virtue to me is more than just an energy drink; it’s a brand I really believe in. The clean energy fits my lifestyle, both on and off the field. I’m happy to be part of a brand that’s all about a natural, healthier way to get energy.”
With the UK energy drinks market now worth £3.4 billion and expected to grow at a compound annual growth rate (CAGR) of 5.20%, Virtue aims to make clean energy drinks a key category within the sector.