James Watt joins Virtue Drinks as strategic advisor to boost growth

James Watt aims to elevate Virtue Drinks' global presence and reputation.

James Watt, co-founder of BrewDog, has embarked on a new venture by joining Virtue Drinks as a strategic advisor. This marks his first significant role since stepping down as the chief executive of BrewDog, a company he helped establish as a major player in the craft beer industry.

Watt’s new position is aimed at enhancing Virtue’s global reputation and expanding its market reach.

Investment and growth potential

Virtue Drinks has recently closed a £2 million investment round, bringing its total funding to over £5 million. This financial boost comes at a time when the company is experiencing remarkable growth, with sales of its energy drinks soaring by 173% in UK grocery stores this year.

The investment round attracted notable investors, including Premier League footballer Eberechi Eze, highlighting the brand’s potential in the competitive energy drink market.

Watt’s vision for Virtue Drinks

Rahi Daneshmand, the founder of Virtue Drinks, expressed enthusiasm about collaborating with Watt, emphasizing his extensive experience in building a brand’s community and global presence. Daneshmand stated, “Our intention and aim is to build into the number one clean energy drink globally.” With Watt’s proven track record at BrewDog, his involvement is expected to significantly contribute to Virtue’s marketing strategy and overall brand visibility.

Commitment to clean energy

Virtue Drinks is committed to providing clean energy options for consumers, with a mission to support both physical and mental well-being. The company currently offers three flavors: tropical, peach and raspberry, and strawberry and lime, each containing 80 milligrams of natural caffeine, equivalent to a cup of coffee. The new funding will not only facilitate the expansion of Virtue’s team but also enhance its distribution network, which currently spans 5,000 stores across 20 countries, including major retailers like Waitrose and Morrisons.

Watt’s excitement about Virtue is palpable, as he stated, “It is seldom that I see a drinks brand that genuinely excites me. In Virtue, I found an amazing product led by a brilliant entrepreneur.” His transition from BrewDog to Virtue Drinks signifies a strategic move to leverage his expertise in the beverage industry while championing a brand that aligns with his values of sustainability and health.