Something & Nothing UK seltzers launch in the US

Having gathered momentum in the UK, canned seltzer brand Something & Nothing has just closed its first major raise and joined Iris Nova for distribution in the US, launching in New York and LA from July 2020.

Something & Nothing uses globally inspired flavours such as Yuzu, Hibiscus & Rose and Cucumber. The brand’s seltzers only use natural ingredients, with grape juice and lemon juice as a base. The seltzers are naturally low in calories, vegan and come in infinitely recyclable aluminium cans and cardboard packaging. The brand also donates 1p from every can sold to Glimpse, a collective who use creativity for the good of society and the planet.

During the Covid-19 crisis the Something & Nothing team has reportedly been busy closing its first full raise round of £450k and growing its DTC business by 300% through social advertising and the increase in online shopping in the UK during lockdown. The brand has also strengthened its connections with culture, by partnering with investors who bring their networks, experience and connections in music, food, technology, experiential and festivals. These include Resident Advisor co-founder Nick Sabine, Mixcloud co-founder Nikhil Shah, influential chef and entrepreneur Magnus Reid, co-founder of Skimlinks Joe Stepniewski, as well the co-founder of Secret Theatre and music promoters and festival owners in Germany and Norway.

Now partnering with Iris Nova (parent company of DIRTY LEMON) for US distribution, Something & Nothing Seltzers are available DTC across America and will be available for purchase in select venues in New York and LA. Iris Nova utilises a direct-to-consumer SMS-based ordering platform to bypass existing distribution inefficiencies and improve how consumers find and purchase beverages.

Co-founder of Something & Nothing, Olly Dixon, said, “Iris Nova have a family of amazing better-for-you drinks, a fantastic distribution network and a huge DTC customer base of modern consumers that utilise Iris Nova’s technology platform for seamless ordering. They are the perfect partners for us to enter the US market with.”

Zak Normandin, founder and CEO of Iris Nova, said: “We are very excited for Something & Nothing to join the Iris Nova family.  Olly and Rupert created not only an incredible tasting product, but also a brand that has true potential for scale globally. Each can of Something & Nothing offers complexity and uniqueness which appeals to a mature, sophisticated mass market consumer looking for more from their daily sparkling beverages — a connection missing from most of the stagnant competition within the category.”

Something & Nothing’s next major project is to launch a range of alcoholic seltzers in Autumn 2020. The brand recently featured on Channel 4’s Sunday Brunch, in which the seltzers were used as a mixer in low ABV spritzers.

For more information, visit:

Related content

Leave a reply

CanTech International