Soft drinks producer AG Barr invests £1 million in non-alcoholic spirits brand

Stryyk has secured a £1 million investment from soft drinks company AG Barr, which also owns Funkin Cocktails.

Stryyk is a range of zero-proof distilled spirits launched last year by Alex Carlton and Andrew King. The duo were the original founders of the Funkin Cocktails business, 20 years ago and more recently they set up Elegantly Spirited Limited, the parent company of the Stryyk brand.

King, who is chairman of Elegantly Spirited and Funkin Cocktails, said: “We are delighted to have received the backing of AG Barr which provides validation of the zero-proof category, the Stryyk brand and our team’s achievements so far.

“The major investment will allow the Stryyk brand to gain significant momentum, expediting distribution to the trade via expertise of the Funkin Cocktails’ sales team and increasing availability to consumers.”

Distilled and bottled in the UK, the Stryyk portfolio features zero-proof spirits whose flavours were developed with the largest spirit category flavour profiles firmly in mind. These are: Stryyk Not Gin, Stryyk Not Vodka and Stryyk Not Rum. The brand was developed over two years with the help of some of London’s top bartenders to deconstruct the various elements and profiles of spiced rum, London Dry gin and traditional vodka to create a premium 0% abv alternative.

Carlton, chief executive officer, said: “Many consumer are choosing to moderate their drinking so there is a huge opportunity for the trade to capitalise on this growing trend.  Stryyk offers them an attractive and credible alternative to alcohol that doesn’t alienate or stigmatise their choice not to drink and is not a compromise from the full strength equivalent.

“We have ambitious plans to build the no and low category and take Stryyk to the next level by working in partnership with the trade and helping them navigate and understand this new and dynamic category.”

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