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Pure Wild Spirits seeks £750,000 investment to accelerate growth

Published:  06 March, 2018

Pure Wild Spirits (PWSL), maker of Freya – a premium white spirit distilled from birch, has announced it is seeking a £750,000 investment to accelerate growth into premium retailers, bar and restaurant groups, and initial exports to the US and Italy.

The business said it is seeking a combined new £750,000 investment through private investor network Growthdeck and 24 Haymarket.

The fundraising initiative follows the birch sap spirit having shown signs of “disrupting a drinks market typically dominated by vodka and gin”, said the business, which burst onto the spirits scene in 2016 with the launch of Freya, which it claims to be the UK’s first birch sap spirit.

In November 2017, PWSL launched a second Freya flavour – Woodsmoke, to build on the success of the initial spirit, which founder David Wallwork said was tapping “major emerging trends” in the drinks sector – premiumisation, natural ingredients and craft.

Strong traction was being achieved in premium bars in London, Manchester, Leeds, Edinburgh and Glasgow, with imminent launch in Italy and New York planned, he added.

“This is a very exciting time for PWSL as we go into a major growth phase of our business. Targeting independent premium bars and building relationships with the most creative mixologists, working with the best bar groups, and trialling premium retail distribution are all key elements of our strategy to manage sales and promote our brand in the UK and internationally,” said Wallwork.

With its “extensive experience” of supporting growing businesses and offering a wide network of valuable contacts across the industry, working with Growthdeck was a “major opportunity” for PWSL, he added.

Gary Robins, head of business development, Growthdeck, said: “There is no direct competition to Freya given that it is the only birch spirit currently available and we are confident that the team at PWSL will successfully penetrate a crowded drinks sector with this totally new concept which has mass market appeal.”