Billionaire conservationist invests in alcohol-free spirits brand Feragaia

On the heels of the Lyre’s Spirits Co. funding announcement last week, start-up Scottish alcohol-free spirits brand Feragaia announced they’ve also received an infusion of investment capital in excess of $1.5 million British pounds ($2.5 million CDN).

One of the principal investors is Danish billionaire Anders Povlsen, who has an interesting claim to fame. He’s the largest shareholder of ASOS, a popular internet fashion retailer, a passionate conservationist and the largest landowner in Scotland making waves attempting to restore the Scottish Highlands.

It’s no surprise Povlsen is investing in Feragaia, as the brand has a truly unique Scottish provenance and is deeply embedded in the heart of the land. As they call it, it’s the ‘spirit of wild earth’ made from 14 land and sea botanicals sourced from within Scotland. The high quality and completely unique flavour of Feragaia puts it in a category all its own.

The funding announcement is yet another sign that quality is key to investors making forays into the fast-growing alcohol-free drinks market, but also another signal big money is getting into the game. As recently as last week, Australian brand Lyre’s saw an infusion of $36 million in funding which is going directly to global marketing and sales efforts.

The investment in Feragaia means great things for the challenger brand as this investment will surely help solidify its foothold in the UK and expand internationally.

Photo credit: Feragaia, 2021.

Feragaia founder Jamie Wild told The Drinks Business: “This is a landmark moment for Feragaia and we are looking forward to driving the business to the next stage. It is a great opportunity to realise our ambition to break free from the expectations of what alcohol-free should look and taste like, to cut out the superficial and reconnect discerning drinkers to ‘Wild Earth’.”

Canadian distributor Kari Macknight Dearborn, owner of drinkbetter.ca, is extremely proud of the Feragaia team and excited for more expansion and recognition of the brand worldwide, including potentially more visibility in Canada.

“It’s a product that stands on its own. It’s not trying to mimic another type of spirit. That’s what makes it so unique, and I think Canadians will be just as excited about Feragaia once they can taste it.”

Feragaia is available in Canada directly through drinkbetter.ca for $42.00/bottle.