Barr buys into non-alcoholic spirits business

Stryyk Not Gin

Barr Soft Drinks has acquired a 20% stake in Elegantly Spirited, producer of the Stryyk range of alcohol-free spirits, for £1m.

In addition to the deal, Barr’s Funkin subsidiary will exclusively distribute the Stryyk brand In the UK.

Stryyk launched last July with Not Rum and Not Gin. Not Vodka followed in December.

Kent-based Elegantly Spirited was formed by Alex Carlton and Andrew King, also founders of Funkin.

Carlton commented: “We are delighted to partner with AG Barr and also collaborate with Funkin, a business very close to my heart. The agreements make great sense strategically and could not have come at a better time.

“Demand for zero-proof spirits is going through the roof and I am confident our liquid is the best in class and our proposition easily understood. The future is bright and super exciting.”

Barr Soft Drinks boss Roger White added: “More and more consumers are seeking a drink that adds positively to their social experience but without the side effects of alcohol.

“We’re very excited to be involved in both investing in and growing the Stryyk brand in this new and fast-moving consumer category.”

The low- and no-alcohol spirits sector is becoming increasingly crowded, with the likes of Pernod Ricard, William Grant and Diageo all entering the market.