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Couple's role in success of Dragons' Den brand Drynks Unlimited

A creative husband-and-wife team have shared their part in building a non-alcoholic drinks brand which secured investment on BBC's Dragons' Den.

Drynks Unlimited signed a deal with Fun Creative Agency, based in Leeds, to create the branding and packaging for its Smashed range of alcohol-free beverages.

Fun was founded two years ago by husband and wife Paul Alexander and Sarah Jarman Alexander, with previous clients including Carlsberg UK and Brothers Cider. The couple advised Drynks Unlimited on its name - a portmanteau of 'dry (non-alcoholic) drinks' - and its tagline, "Rethinking drinking", as well as designing eye-catching packaging for its non-alcoholic beer, lager and cider.

"Taking our experience in the alcohol brand sector and delivering something for the alcohol-free market was a real opportunity," they said.

"With the current trend for no/low alcohol growing, we wanted to create a brand that straddled the adult soft drinks and alcohol-free markets. To do this meant we did not want to replicate standard alcohol cues in either the brand tone of voice or the look and feel.

"We have created the foundations for a brand that really catches the consumer's imagination with a playful tone of voice."

Drynks Unlimited scored a £125,000 investment during its appearance on Dragons' Den earlier this year and has achieved listings with Booths supermarkets and drinks wholesaler Matthew Clarke.

To make its alcohol-free beverages, it first makes alcoholic cider, beer and lager then uses a cool distillation process to remove the alcohol. There are plans to add alcohol-free wine and spirits to its range.


30 March 2020 - Bethany Whymark