We always knew we wanted to do things differently.

From the beginning, immaculate® was about standing out – not just in taste, but in the way we approached building a brand. That meant getting the fundamentals right from the very start: not just our recipe, design and ingredients, but our legal foundations too.

As a business with bold plans from day one, we were never just thinking about the first can. We were thinking about future partnerships, protecting our brand, and how to structure our company in a way that made room for growth. And that’s where MFMac came in.

The team at MFMac provided the legal backbone for immaculate® in our earliest stages – helping us incorporate, draft shareholder agreements, and put clear, supportive structures in place that reflected the collaborative way we were building the business. Their approach was calm, thorough and human – they didn’t just advise from a distance, they rolled up their sleeves and joined the journey.

What made their support feel different was how involved they became. MFMac didn’t just advise us as lawyers – they really believed in what we were doing. From attending early design meetings to taste testing prototypes and joining branding discussions, their team brought curiosity and care to the table at every step.

They also helped us put key protections in place in respect of product development. In a fast-moving and competitive drinks market, that support has been essential. We’ve been able to grow knowing our ideas and brand are protected – not just for now, but for whatever comes next.

The corporate work was led by Victoria McMurray, a Legal Director in MFMac's corporate team. MFMac's involvement in terms of the corporate workstream included drafting bespoke articles of association and a shareholders' agreement to reflect commercial decisions and any future plans for the immaculate® brand. The corporate team also assisted in drafting key documentation required for issuing shares and doing so in a way that were in accordance with company law requirements.

The intellectual property work was led by Susan O'Farrell, Legal Director in MFMac's commercial team. Susan's role predominantly involved drafting key commercial contracts designed to support the business as it moved from development to production and distribution.

This included drafting IP assignations to secure key intellectual property rights and non-disclosure agreements for use with both partners and suppliers. In relation to the physical supply chain, MFMac assisted in providing contractual support in relation to the manufacture and production of alcohol-free drinks, and in respect of bottling and distribution to support the initial market rollout of the product range.

Looking back, having that solid legal base gave us confidence. It meant we could focus on what we do best – creating a standout alcohol-free G&T – without worrying about the small print.

Every brand needs strong roots. Ours were laid in law – with a team who believed in our vision from the start.