“Can you really start a drinks brand with £0?” That’s the question we asked ourselves when the idea for immaculate® was just a seed of inspiration. We decided to find out - and our journey since has been proof that resourcefulness, purpose and a little bit of sparkle can go a long way.

Our founding team didn’t come from a drinks background. What we did have though was a burning idea: a premium alcohol-free G&T that actually tastes good, feels elegant and celebrates wellbeing without compromise. We believed in it enough to build it from scratch—without a bank loan, big investor or wealthy backer.

The Power of Crowdfunding

Step one? A crowdfunding campaign that raised over £13,000 in five weeks. With zero marketing budget, we leaned into storytelling - sharing the ‘why’ behind immaculate®, our personal journeys with alcohol, and our desire to offer something better. We used our networks, created shareable content with Canva, and called in every favour going. Asking for help can be really difficult to do, and there were many rejections and disappointments…but we kept going and were amazed at the kindness and positivity we got from so many people. People got it. And more importantly, they supported it.

Scrappy But Smart

Without any big budget - we had £13,000 from the crowdfunding campaign - every penny mattered (as it does in any start-up company). We kept it lean - working with freelancers, sourcing ingredients directly, calling in more favours from friends and our sweat equity partners. Our early production runs were absolutely tiny. We prioritised flavour over anything else. It had to taste great before it looked great. 

Spoiler alert: our first test batches were rough. Too bitter and too sweet at the same time! Too flat. We roped in friends for taste tests and had more failed blends than we care to count. We needed expert help. The money from the crowdfunding campaign helped us to get the help.

The Not-So-Glamorous Bits

Getting immaculate® in a format ready to sell in a higher volume than a few hundred litres certainly wasn’t all fizz and fun. Shelf-life challenges, carbonation chaos, unexpected ingredient delays, long timelines - you name it, we faced it. We brought in experts - food scientists and flavour experts, distillers, fellow founders - to help us solve problems we couldn’t YouTube our way out of. And every time we asked for help, people showed up. That’s the magic of building something with heart.

Built by Women, Powered by Purpose

Our all-female founding team brought a wealth of experience and determination - but more importantly, a shared commitment to doing things with integrity. We didn’t want to create just another drink. We wanted to build a business that gives back, uplifts others, and reflects the change we want to see in the world.

We’re proud to be what some call a “zebra business” - purpose-led, profit-sustainable, and rooted in values over hype. Starting small meant we could stay agile, experiment, and grow at a pace and style that suited us.

Final Sip

If you’re dreaming of starting your own business, our advice is to start smart and stay scrappy. Believe in your vision. immaculate® is proof that with grit, the courage to ask for help, and a little bit of sparkle, you can build something beautiful from almost nothing.