Alan Sugar invests in tonic water brand Buzbee’s

13th March, 2019 by Melita Kiely

Lord Alan Sugar has set his sights on the fast-growing tonic water market by investing in start-up producer Buzbee’s Beverages.

Buzbee's-Beverages

Lord Sugar (right) has invested in Buzbee’s Beverages through his Amsvest firm

Lord Sugar made the move into the tonic water industry through his investment firm, Amsvest, which works to help businesses grow by offering finance and dedicated expertise in areas such as IT or human resources.

Based outside Cannock in the West Midlands, UK, Buzbee’s Beverages uses 100% natural honey to create its flavoured tonic water range. It markets itself as a “healthier choice” compared to other soft drinks and tonics on the market and hopes to “disrupt” the big tonic brands, citing Fever-Tree and Schweppes.

Lord Sugar said: “At Amsvest we are always looking for new, exciting businesses to invest in that are different from others in the market; Buzbee’s Beverages is exactly that.

“Providing the drinks market with a new healthy alternative to water, with an emphasis on sustainability, this is an exciting new brand that we are looking forward to developing over the coming months.

“We are confident we will be able to help them develop as a business and build their brand in a market where there is definitely an appetite for an alternative offer.”

Buzbee’s Beverages hailed the popularity of the gin and tonic for the increased interest in the tonic water market. Last year, British gin exports broke the £600 million (US$766m) barrier for the first time.

Mark Busby, managing director of Buzbee’s Beverages, said: “We are really passionate about our products and what they stand for and are confident that with Lord Sugar’s investment, this will enable our business to continue to grow, becoming a well-known healthy alternative in the drinks market.”

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