The pioneering alcohol free spirit brand Feragaia is moving into its next stage of development, with an investment in excess of £1.5m. One of the fastest growing independent brands in the category,1 this investment illustrates the opportunity for alcohol alternatives and a new frontier of drinking.
The majority of this latest investment is from one of Scotland’s greatest conservationist, Anders Povlsen, the businessman behind Wildland. Wildland’s overriding mission is to restore parts of the Scottish Highlands to their former natural splendour.
Based in Fife, Scotland, Feragaia was founded in 2019 by Jamie Wild (ex Pernod Ricard) and Bill Garnock (ex Edrington Americas). Their vision was to challenge negative preconceptions around alcohol-free drinks. with a truly authentic and confident alcohol-free spirit. Strong values around community, earth’s wild places and local sourcing sit at the heart of Feragaia’s unique distillation process. The result is a category-defining depth of flavour, a wild expression of Land – Sea – Spice that comes from the 14 carefully selected land & sea botanicals.
In the last two years distribution has grown to 350 off and on trade outlets across the UK, including Harrods, Daylesford, The Dorchester and Ocado with strong DTC sales via feragaia.com building quickly during the pandemic. Feragaia is internationally available in Canada and Australia with further markets coming online this year.
Feragaia’s next stage of development is to accelerate growth and fully realise the domestic and international opportunity. Plans include:
- Developing innovative operations in Fife from the botanical nursery, to the distillery and brand home (pictured above)
- Investing in the team, drawing where possible from the local community
- Extending distribution domestically and internationally
- Growing the DTC business and customer contact
- Completing B Corp certification.
- Building on purpose-led marketing activities, through differentiated experiences and partnerships. A current example being the partnership with seaweed cultivator Greensea Solutions.
Lise Kaae, CEO of HEARTLAND , the holding company representing the Povlsen family, comments; “The Feragaia team has impressed us with their energy and eagerness to create a unique product within the alcohol-free alternative sector. We are excited about the journey ahead for Feragaia, operating in a fast-growing market.”
Feragaia founder Jamie Wild adds; “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’.”
Feragaia is available across the UK (rrp: £24.95 for a 500ml bottle). For a full list of stockists visit https://feragaia.com/pages/stockists.