Hospitality and drinks expert joins Drynks Unlimited with Smashing on-trade plan


Hospitality and drinks expert Paul Newman, has joined the Drynks Unlimited team as On-Trade Lead & Brand Partner to help the business accelerate its on-trade reach with its award-winning Smashed range of alcohol-free beers and ciders. 

Newman is no stranger to the hospitality sector. He was a founding director of Living Ventures restaurant group which launched with The Living Room concept in December 1999 which he built to 13 sites winning a stack of awards. He went on to launch Residence Restaurant and Bar, was the founder and MD of his own pub and restaurant company and has previously worked with drinks brands such as Absolut Vodka, Perrier Jouët Champagne and Plymouth Gin. He uses his wealth of knowledge to offer senior level brand, sales and marketing consultancy to drinks brands, bars, restaurants and hotels. 

The independent British alcohol-free drinks business launched its Smashed range of 0% beers and ciders in 2019 after founder, Richard Clark, spotted an opportunity to create a business 100% focused on producing the best quality alcohol free drinks. He previously worked on major drinks brands including Pepsi, Crabbies and Whitley Neil gin.

Newman will support Richard Clark and the Drynks sales team to raise awareness and secure opportunities for the Smashed range of 0% alcohol beers and ciders directly with restaurants, bars, pubs, and hotels and wholesalers in the UK. He will work closely with high profile businesses within the on-trade and enable them to benefit from this massively growing category.

The brand has benefitted from a move to healthier lifestyles following the Covid-19 pandemic and has answered a consumer need for better quality and range of 0% drinks. 

Richard Clark, Founder and MD of DRYNKS Unlimited said: “The hospitality trade has suffered greatly during the Covid-19 pandemic and Paul is helping us to positively support the sector as they slowly unlock. Paul brings a wealth of hospitality expertise and fantastic contacts which will help bring the Smashed brand to more consumers. Welcome to the team!” 

Paul Newman, On-trade Brand Partner at Drynks Unlimited said“It’s perfect timing for Smashed,. I have watched this category grow massively over recent years and it’s great to be involved with such an innovative company and such an awesome range of British AF Beers and ciders. I am partial to a glass of wine or 3, but even I have been rethinking drinking and converted to flexi-drinking lifestyle, I’m really looking forward getting Smashed in many more venues across the UK.” 

Drynks Unlimited own the only 0% brewery in the UK which uses pioneering cool vacuum distillation technology to produce alcohol free drinks that taste so good you wouldn’t know there wasn’t any booze in them. All Smashed drinks start life as real craft beer and cider (between 5% – 5.7%) and they are gently dealcoholised which retains the DNA of the original drink. The business invested in this process because it delivers a quality taste experience that consumers crave. 

All SMASHED drinks are vegan, gluten free (where possible) and contain less than 100 calories per 330ml bottle/can. The quality and taste of SMASHED drinks has won the brand a Great Taste Award and World Beer Award bronze for SMASHED Lager and an International Beer Challenge silver medal for SMASHED Citrus and Product of the Year 2021 for Smashed Pale ale. 

SMASHED is available in selected Sainsbury’s and Booths supermarket. It is also available online at www.drynks.co.uk, Amazon, Zeroholic.co.ukDrydrinker.com. It is also available on Cottage Delight and in a range of local independent retailers. 

The brand is available across the on-trade through Matthew Clark and LWC and many regional wholesalers as well at a range of hospitality bars and restaurants. 

Check us out on www.drynks.co.uk and on social @drynkssocial

*Winner Alcohol Free Drinks Category. Survey 9,865 People by Kantar.

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