Virtue Drinks, the UK’s fastest-growing clean energy drink brand, has announced the successful closure 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, providing guidance to Virtue’s founder and CEO, Rahi Daneshmand, on scaling the business globally. Eberechi Eze will actively participate in Virtue’s marketing strategy, aiming to amplify the brand’s presence following the investment. They join existing investor Chris Smalling, former England and Manchester United footballer, along with a group of strategic angel investors.
The infusion of capital will support Virtue’s strategic marketing efforts, global distribution expansion, and team growth. The company plans to enhance brand awareness in the UK, Europe, and beyond, capitalizing on its current presence in over 5,000 stores across 20 countries. Key stockists 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, zero sugar, and zero calories. The beverages are powered by yerba mate, an adaptogen rich in essential vitamins, minerals, amino acids, and antioxidants. Available in three flavours—Tropical, Peach & Raspberry, and Strawberry & Lime—each can contains 80 milligrams of natural caffeine, equivalent to a cup of coffee or traditional energy drink.
Virtue’s products aim to provide a sustained energy boost that enhances mental focus and physical performance without the crash or jitters associated with traditional energy drinks and coffee. The brand is certified carbon neutral and vegan, aligning with growing consumer demand for healthier and more sustainable options.
Rahi Daneshmand, Founder and CEO of Virtue, stated: “We are really 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 emphasises the positive impact we plan to achieve together. As the first all-natural energy drink with zero sugar and zero calories, Virtue is well-positioned to lead the way for clean energy. These partnerships mark the start of an exciting next chapter for Virtue, and we can’t wait for even more people to enjoy our clean energy drinks.”
James Watt added:”It is seldom that I see a drinks brand that genuinely excites me. In Virtue, I found an amazing product led by a brilliant entrepreneur. I am delighted to now be helping them on their growth journey.”
Eberechi Eze concluded: “Virtue is more than just an energy drink to me; it’s a brand I truly believe in. Its clean energy aligns with my lifestyle on and off the pitch. I am excited to be part of a brand that is all about a natural, healthier way to energise.”
With the UK energy drinks market valued at £3.4 billion and expected to grow at a compound annual growth rate (CAGR) of 5.20%, Virtue aims to establish clean energy drinks as a major category within the industry.
