A quick-growing vitality drinks model has appointed BrewDog co-founder James Watt as a ‘strategic advisor’ after receiving funding from the Scottish entrepreneur.
Advantage Drinks revealed Watt, who stop because the brewer’s chief government earlier this 12 months, was an angel investor in its latest £2million fundraising spherical.
Consequently, he’ll advise its founder and CEO, Rahi Daneshmand, on ‘how greatest to scale the enterprise globally.’
Crystal Palace footballer Eberechi Eze additionally participated within the funding spherical and shall be ‘actively concerned’ in its advertising technique, Advantage mentioned.
Watt and Eze be a part of ex-Manchester United centre-back and England worldwide Chris Smalling, who invested a six-figure quantity in Advantage three years in the past.
Daneshmand mentioned Watt and Eze’s ‘perception in our imaginative and prescient and dedication to our progress emphasises the constructive impression we plan to attain collectively.’
Rent: Advantage Drinks has appointed BrewDog co-founder James Watt as a ‘strategic advisor’
Established in 2016, Advantage creates vitality drinks utilizing yerba mate, a plant comprised of the dried leaves of holly timber excessive in caffeine and antioxidants.
The corporate’s drinks can be found in three varieties: tropical, peach and raspberry, and strawberry and lime, and are bought throughout 20 territories.
Individuals can purchase their merchandise from main grocery chains like Morrisons, Ocado, and Waitrose, in addition to Motor Fuels Group, Britain’s largest forecourt operator.
Advantage claims to be the UK’s fastest-selling ‘clear’ vitality drink as a consequence of its distribution doubling on common over every of the previous two years.
Watt mentioned it was ‘seldom that I see a drinks model that genuinely excites me. In Advantage, I discovered a tremendous product led by a superb entrepreneur.
‘I discovered Advantage at the beginning as a client, and I’m delighted to now be serving to them on their progress journey.’
The Aberdeenshire-born businessman stood down as BrewDog’s boss in the course of the summer season, though he stays on the board as a non-executive director.
Since beginning the corporate with faculty pal Martin Dickie in 2007, BrewDog has grown to turn out to be Britain’s largest craft brewer, with over 120 pubs and a pair of,500 workers.
Nevertheless, the agency has been dogged by controversy in recent times relating to its inexperienced credentials, its choice to cease paying new staff the so-called ‘actual dwelling wage,’ and Watt’s behaviour in direction of workers.
In an open letter printed in 2021, some ex-staff calling themselves Punks with Goal alleged Watt oversaw a ‘rotten tradition’ that left some staff ‘burnt out, afraid and depressing.’ Watt and BrewDog apologised following the accusations.
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