At immaculate®, we set out to create more than just an alcohol-free G&T - we set out to build a brand with a conscience. From day one, we knew this wouldn’t be a race for rapid growth at any cost. We’re not chasing unicorn status or billion-pound valuations. We’re following a different path - one built on purpose, community, sustainability and a slower, steady growth. We call it the immaculate® Manifesto.

Balancing Purpose with Profit

We believe business can be a force for good. That’s why we’re members of the Better Business Network, are actively working toward B-Corp status and have designed our business model to balance financial sustainability with positive impact. We focus on three main pillars - wellbeing, planet-conscious choices and community support.

From using recyclable aluminium cans and natural botanical ingredients to forming partnerships with charitable organisations and social enterprises, we’re embedding purpose into every pour. Every decision - from our carbon footprint to our packaging supply chain - is made with intention.

Doing Things Differently, On Purpose

We made some big decisions early on that go against the grain! 

Funding: it’s difficult finding money to start a business, especially as a woman founder. But we also wanted to demonstrate to other founders that you can start a business with no money.

We put time and effort in and launched a rewards-based donations crowdfunding campaign. That gave us enough money to fund a trial run. We knew we needed a great recipe, a great brand and legal support, so we asked people to provide these services for us in return for a stake in the business (sweat equity). Then we looked at distribution and secured a small loan.

And whilst the founders have invested significant and effort to get to where we are, we have done it with very minimal personal funds. It’s not been easy, but it is possible! The downside is that is has taken us longer to get to where we want to…but we are happy with that. We’re doing it at a pace and style that suits us and staying true to our values.

Design: We opted for a clean, minimalist white can - no garish graphics or gimmicky slogans - to reflect clarity and purity. The lowercase ‘immaculate’ is a nod to this, and our soft wave pattern represents balance and freshness.

Sourcing: Our botanical base is crafted with premium all-natural ingredients and distilled without alcohol, giving you that same sophisticated G&T ritual without the fog. Yes, it costs more to develop, and to buy, but it’s worth it.

Storytelling: We lead with transparency. Our founders are visible, vocal and open about the journey - the wins and the missteps.

Founding a startup from scratch with limited resources - but boundless optimism! - ain't been easy, but it’s the journey that shapes our brand's authenticity.

What “Slower Growth” Really Means

Slower growth isn’t lazy or unambitious! It's sustainable. To us, slower growth means:

• Building a loyal community
• Saying no to opportunities that don’t align with our values
• Growing organically through word of mouth, partnerships and people-first strategies
• Taking time to test, listen, refine - and repeat

It’s not flashy. But it’s real, grounded and sustainable. And it allows us to stay true to our mission: to create a brand that’s not just profitable, but purposeful. From tiny seedlings - great things can grow!