Softs giant AG Barr invests £1m in non-alcoholic spirits brand Stryyk

Kate Malczewski

Kate Malczewski

13 June 2019

Soft drinks giant AG Barr, owner of Funkin Cocktails, has acquired a minority stake in no-abv spirits brand Stryyk, with an eye to gaining a foothold in the burgeoning non-alcoholic spirits market.

The deal comes in the form of a £1m investment in Stryyk's parent company, Elegantly Spirited.

Stryyk currently boasts three 'zero-proof' spirits in its range: Not Rum, Not Gin and Not Vodka. The brand is the brainchild of Alex Carlton and Andrew King, who now serve as Elegantly Spirited's CEO and chairman, respectively.

But this isn't the first deal the pair have done with AG Barr – in 1999, Carlton and King founded Funkin Cocktails, then sold it to the softs company and Irn-Bru manufacturer in 2015. 

As part of the investment deal, Funkin will become the exclusive UK distributor for Stryyk. 

'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,' said King, who also serves as chairman for Funkin. 

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

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