DrinkWell, the low-calorie alcohol etailer, has secured £1M investment from a private investor to fuel its ambitious expansion plans.
The funding will enable the Manchester-based eCommerce brand to scale, growing its team, while investing in product development including the launch of two new brands, Lean Brew IPA and Traces Wine. In addition, DrinkWell has plans to add several new features to its retail business, expand into the European market and invest in marketing to further build its brand, plus drive recruitment, creating jobs across various areas of the business.
Over the last decade DrinkWell founder, Tom Bell, has been disrupting the alcohol market with several product launches in the low-calorie alcohol space and more recently, the launch of the dedicated eCommerce store to cater to increasingly health-conscious consumers.
Recent Mintel research has showed the growing trend for low-calorie alcohol products, finding that 33 per cent of drinkers pay close attention to the number of calories in drinks. Earlier this year, the Alcohol Health Alliance found it’s possible to reach the NHS’ recommended daily sugar limit by drinking just two medium-sized glasses of wine.
Tom Bell, founder of DrinkWell, said: “For the last few years I’ve made it my life’s work to bring healthier alternatives to the masses, working tirelessly to help UK consumers who enjoy drinking alcohol, but are concerned about the impact it can have on their health, to find better alternatives to the products they previously had access to.
“The lifestyle drinks market is booming with innovation and, more importantly, consumer demand, and DrinkWell is the home of both. We’re now seeing phenomenal demand for cleaner, lighter, and healthier alternatives that don’t compromise on ABV. For this very reason, I created a marketplace for exactly that.”
DrinkWell prides itself on giving consumers the facts to make an informed decision when it comes to their drink of choice. There is no ambiguity on the dietary information of its products, with everything from calories, sugar, ABV (alcohol by volume) and carbohydrates displayed for every product across the board – something the company has lobbied for the industry to follow suit on.
“The shift in consumer demand for lifestyle and healthier options is relentlessly accelerating. We are seeing so much growth in this space and thankfully we have solidified our position as the retailer and now wholesaler of choice for those brands.
“Thanks to the investment we have received, we are also progressing our wholesale proposition directly into the trade – offering a one-stop shop to offer a ‘better for you’ drinks category. Plus, we have several more of our own label products launching over the coming months,” concludes Tom.