Meet Richard Clark, founder and of Drynks Unlimited
Richard Clark is the founder and managing director of Drynks Unlimited. The award winning alcohol free brand who pioneered the range, Smashed - a line of alcohol-free beers and ciders that was launched in 2019 with the intention of creating a whole new category of truly alcohol free drinks that give consumers real authentic choice and quality. He raised over £1.5m to invest in buying the UK’s only cool vacuum distillation machine which takes premium craft beer and cider and gently removes the alcohol creating alcohol-free drinks that taste just as good as full-strength beers and cider.
I founded the business in 2017 leaving behind my role at Halewood as a marketing director and drinks industry expert to follow my dream of creating a line of genuinely great tasting and authentic alcohol free drinks.
There’s always a lightbulb moment before the beginning of a new venture. What was that moment for you?
It all started in the 90s when I worked as an area sales manager for Bass, Molson Corrs and Whitbread Brewers which meant long days driving between pubs in the north west. I would tiptoe over the bar looking for a decent alternative to Britvic 55 and soft drinks but I was always left frustrated. This sparked an idea which has burned inside me ever since…what do people drink when you’re not drinking? This idea brewed for over 20 years but it really took shape after I was hospitalised for 12 weeks. This time away provided me the perfect catalyst to leave my high-profile job and begin a pilgrimage to create the holy grail of alcohol-free drinks - a 0% drink that looks, acts, smells and tastes just like its alcoholic equivalent.
What’s the biggest lesson you’ve learnt so far as an entrepreneur?
Always believe in the abilities of your team and yourself. Never look back, learn from your mistakes and adapt.
About the business: How did you fund the business in the early stages?
The majority of funding has all been self raised; I invested my house, pension and car as well as raising millions of pounds through investment to get the money to get the company going and for our cool vacuum distillation machine.
What plans do you have for Drinks Unlimited over the next two years?
We plan to focus on the quality and portfolio of the liquids; we currently have three new concepts under the Smashed brand in the brewery research dark cellar and we are also looking at our own canning and draught programs.
How does technological advancement speak to the strategic direction of your business?
Alcohol free is extremely difficult to undertake; alcohol protects you from contamination whereas alcohol free has no protection.
That’s why technology is so important to our business to produce our five alcohol free liquids and to deliver them around the world, with no additives safely whilst still tasting great - this is our core mantra.
What would be your top marketing tip, to grow a business that is niche?
Believe in yourself and your products. Start with the basics; in our case, it’s all about the taste of the product and then it is all about selling the USPs.
Describe your business in three words.
Enjoy life Smashed 0%!
Why do you think your business has had such a positive impact across your industry?
We are an independent, British manufacturer in the North West working with local producers who like us are innovating in their sector. We believe strongly in the quality of our product as the only brand in the world to produce alcohol free beer, cider and lager made with full strength alcoholic drinks to begin with. We are very proud to be a part of the no-lo revolution by providing an option that helps people who aren’t drinking to not have to feel as if they are missing out and we hope Smashed can play a role in driving this revolution forward.
What are your top tips for entrepreneurs wanting to get their business out there?
Believe in yourself; have a plan; have a back up plan and surround yourself with great people. In my team I started five years ago, I made sure to surround myself by experts in their craft; Les Norton, our liquid genius, Alex Kennedy, an expert in packaging and John Thornton, a 24 hour planning guru. Our collective efforts are what got the business out there.
What advice would you give to early-stage founders wanting to harness the power of technology to create a positive impact?
Being up to date with what relevant technology can help your business succeed is important. Do the research to see if there is a system, a way of working or some technological advance that will help get you where you want to be. It is worth investing in things that are cutting edge and will set your business apart from your competitors, as well as things that also help to be sustainable. I operate my business with a
What would be your top three tips to fellow entrepreneurs to look after their mental health?
Work collaboratively with your team, enjoy your days off and take rest when you need it and connect with likeminded people!
