After investing in a Northern Irish water firm in 2022, Ross Lazaroo-Hood and his enterprise companion Sitki Gelmen determined to diversify into the mixer class. Lazaroo-Hood tells us how he now plans to disrupt the market with Clearer Twist.
“Inside a few weeks of finishing on the acquisition of Clearer Water, we knew we wished to diversify the portfolio and have extra of an umbrella,” Lazaroo-Hood says. It was at this stage that the pair based The Clearer Group, and the creation of mixers joined the marketing strategy. “My spouse got here up with a reputation of Clearer Twist, and we determined, on the again of doing a little bit of analysis, {that a} excessive alkaline water supply, with its advantages of being a naturally sweeter water, that will be the way in which to go.”
Clearer Twist is the one mixer model within the UK to make use of a excessive alkaline water – with a pH of 9.4 – leading to a naturally candy style with much less sugar and fewer energy.
Sourced from Turkey, the excessive alkaline water used within the curation of the Clearer Twist portfolio, which contains French Pink, Tonic Water, and Ginger Ale, is taken into account to be a “very dry” water, and particularly good for pairing with alcohol as a result of its potential to neutralise the acid, which in flip supplies a smoother mouthfeel in contrast with mixers presently available in the market. Lazaroo-Hood even claims that the upper alkaline stage lessens the chance of a hangover.
“The simplest approach to describe it’s, as I discovered with numerous ginger ales the place you get nearly like a stickiness within the throat, you don’t get it with Clearer Twist. And with the tonic, you get similar once more. Now, I’m not an enormous tonic fan usually, however with ours, I prefer it by itself – it’s a refreshing drink over ice, and it simply works due to the water.
“I suppose, what it comes right down to is we’re a water supply firm. We’ve bought a pure supply of water. And also you don’t want sugar. You don’t want synthetic sweeteners. We’ve bought this your pure drink, which is totally superb.”
Tapping into tendencies
Lazaroo-Hood explains that there have been a number of tendencies and actions that had been considered when launching Clearer Twist, together with the rising well being consciousness of shoppers.
“For those who have a look at the analysis, whereas not confirmed but, it suggests that prime alkaline water helps along with your intestine and your metabolism,” he remarks.
In the meantime, different analysis means that water with an alkaline stage of 8.8 or above can assist to fight acid reflux disorder, whereas some proponents declare it might present advantages like improved hydration, doable bone well being help, potential antioxidant properties, and should assist regulate blood pH ranges by neutralising extra acidity within the physique.
There have even been claims that it might stop power well being situations, and enhance the signs of menopause, and one research in 2020 discovered {that a} every day consumption of alkaline water improved the DNA ageing markers of mice, nevertheless additional research on people are required.
The naturally low sugar, low calorie side of the drinks can be a novel promoting level for the model. Lazaroo-Hood notes that almost all manufacturers available in the market supply each a typical expression, and a lower-calorie slim line version, the latter of which frequently comes with a stigma. “Clearer Twist is just about is a slimline drink, nevertheless it tastes precisely like customary mixer, so that you don’t have to fret about it.”
The continuing low-and-no motion was additionally a consideration for Clearer Twist, and as such, he wished it to work effectively with smaller alcohol measures, or as an excellent accompaniment to non-alcoholic ‘spirits’.
“I believe Gen Z shoppers aren’t consuming double measures, they’re consuming singles, so having a mixer that may elevate or complement the spirit was essential. I do know some manufacturers say you need to spend money on your mixer, however I like tasting the alcohol, so ours enhances it and doesn’t take away from it.”
He provides: “Generally you simply need to have a non-alcoholic drink, and it’s not a J2O, or it’s not a squash – you need to have a mixer.” As such, Clearer Twist has ensured it hasn’t “difficult it” inside its flavours. “We wished to convey out three flavours that weren’t related to one spirit, might be loved by itself, after which a mixer that might be loved with zero alcohol ‘spirits’ or full-strength spirits.”
Revolutionary twist
Having established itself in Northern Eire, Clearer Twist is now launching within the UK off-trade. So as to stand out throughout the market, the model has included further improvements past its excessive alkaline stage, together with a resealable twist cap closure on its 200ml bottles – a primary for the mixer class, that gives added comfort for bartenders, mixologists, and hospitality workers.
Moreover, the model has up to now held off on codecs past the 200ml glass bottle, because it offers the model “a USP towards what’s available in the market”. As well as, Lazaroo-Hood additionally has some reservations in regards to the environmental impression of aluminium. “Sure, it may be repeatedly recycled, however there was a large technique of extraction that has large environmental penalties. However glass is glass.”
By way of Clearer Twists positioning available in the market, Lazaroo-Hood confirms that it’s “positively premium”, particularly by way of flavour, nevertheless he says they “don’t need to be snipping on the toes of Fever-Tree.” Nevertheless, he notes that the place Clearer Twist sits is above Schweppes, “however no one goes after that mid-to-mass market. And I don’t get that. We don’t get that. And it’s forgotten about.”
He explains that Clearer Twist, on account of the explanations beforehand talked about, has the flexibility to raise all spirits, whether or not they’re premium or home.
“We need to be your go-to mixer in that middle-to-mass market that yow will discover in a Michelin-starred restaurant in Northern Eire or in a Wetherspoon.” However, he says above that, “we need to be seen as your go-to that may elevate a home gin, a home vodka, as much as the highest shelf.
“But in addition, as I mentioned earlier than, generally you simply desire a good tonic water – whether or not you’re pregnant, driving, or simply not consuming – I’ve been very shocked how many individuals I’ve met on this journey who simply actually like water, and simply need to have the ability to get pleasure from it. In order that was our elementary start line outdoors of the water.”
Nevertheless, he says they didn’t need to convey out a tonic water and be subsequently related to that. “We wished to get the vary proper. We introduced out the three expressions that might be seen complementary to gin, rum or whiskey. And we noticed a niche of the mixers being seen as a go-to drink, and we wished a chunk of that.
“The mixer sector is aggressive, however our funding in innovation and advertising highlights our dedication to reshaping the consuming expertise throughout the UK, Eire and Europe.”
Lazaroo-Hood explains that by concentrating on a forgotten center floor available in the market, and providing a premium but accessible mixer vary, he expects Clearer Twist to realize important visibility within the months forward.
Philanthropic focus
Along with founding and launching Clearer Twist, Lazaroo-Hood and Gelman have based The Rusa Basis, a joint household charity devoted to selling grassroots sports activities and fostering neighborhood spirit by offering help to deprived and underprivileged households.
Lazaroo-Hood explains that when the duo saved Clearer Water from closure, they inherited “such an unimaginable staff, whose values aligned intently with each the Clearer Water model and our mission at The RUSA Basis. This marked the start of The Clearer Group, the place we not solely retained all present workers at our water plant but in addition expanded employment alternatives for native communities in Northern Eire.
Championing inclusivity, significantly supporting people with blended talents, together with those that are neurodivergent, has develop into an essential component for the corporate. “Over the previous three years, our staff has efficiently expanded our product strains — launching Clearer Twist and extra thrilling improvements within the pipeline.
“By way of our efforts, we’ve demonstrated that moral companies and types thrive in inclusive environments, giving everybody a good alternative. This dedication has earned us the title of the primary moral enterprise and model within the UK and Europe by The Good Purchasing Information’s audit staff, in addition to a spot within the High 200 companies and types on this planet. We’re additionally a finalist in Northern Eire’s Hummingbird Awards — a celebration of organisations and people championing equality, variety and inclusion inside workplaces and throughout communities in Northern Eire.
“At The Clearer Group, our core values are ardour for excellent style, high quality, innovation, and authenticity — all the time placing individuals first. We proceed to champion inclusivity and lead by instance in our business, striving to encourage different companies to empower people with blended talents and guarantee equal alternatives within the office.”
Clearer Twist is launching into the UK with present partnerships with City Meals Fest, in addition to pre-launch listings in Brityard, Brews & Bowls and Cheese in Leadenhall Market.
Associated information
High 10 award-winning tonics and mixers
Ten award-winning tonics and mixers
The tendencies main tonics and mixers
