A new canned cocktail company has launched in Edinburgh, following the success of a 100ml Negroni drink which has sold more than 60,000 cans in the UK.
Based on the business motto - “better canned cocktails” - all Whitebox products are mixed to adapt to being stored in cans and have a similar alcohol by volume (ABV) percentages to drinks served in the world's top cocktail bars.
The Whitebox team have perfected classic cocktails such as martinis, old fashioneds and whisky highballs, as well as collaborations with some of the best cocktail bars from around the world, with each product featuring its own unique design and bespoke recipe. Eight premixed drinks are now currently available in more than 100 UK retailers and further expansion is in the pipeline.
Assisted by Johnston Carmichael, one of the UK’s top 20 accountancy firms, the Whitebox team has just completed a pre-seed £350k funding deal to support a production site in Sighthill, Edinburgh where the products are mixed, blended and canned onsite.
Edinburgh based Ben Iravani, Whitebox chief executive officer and co-founder, insists the new brand is already a market leader.
Ben said: “Wherever you are, take a look in your nearest store, you’ll see formulaic brands doing cocktails by numbers. We are doing the opposite. Each cocktail is unique and excellent, and the passion we have for making excellent drinks comes through in every detail.
“With Whitebox we’re not going to take the traditional approach of branded line extensions. We’re just going to make the best possible canned Negroni. If you like it, try our other drinks. It is refreshingly simple, and an enjoyable way to create our products.”
The idea was born out of the desire to create drinks that allowed customers to experience expertly mixed cocktails at their own convenience.
Ben also owns cocktail bar Orchid in Aberdeen which was closed for most of 2020 due to the pandemic. The team, led by multi award winning and internationally recognised bartender Alex Lawrence, launched a 100ml Negroni gifting service to raise spirits during lockdown.
Alex, Whitebox co-founder, said: “We basically just dipped our toes in the water with the initial Negroni can product and were pretty surprised at how well it went. We quickly realised that with some of the world’s best bartenders in our team, along with in-house production and design capabilities we could do something pretty unique on a much bigger scale.”
Forecast to be the fastest growing alcohol sector over the next five years, according to the IWSR Drinks Market analysis, the RTD space is booming with retail volume sales increasing by 24% year on year.
Stewart Pennington, deputy head of food and drink at Johnston and Carmichael, said: “Consumer behaviours have undoubtedly been influenced by lockdown and this exciting new venture for Ben and the Whitebox team is a standout offering in the current market, so it was no surprise that investors were eager to back the project.
“We have worked with Ben and the Whitebox team on this project since its inception, acting as a trusted advisor by providing sectoral expertise and know-how. It’s been a privilege to support their unique journey and to bring Whitebox to the market.”
With seven staff currently based in Edinburgh and a further three based in London, there are plans to grow the team and expand the Whitebox line, with more products due to be launched in the coming months.
The Whitebox products range from £3.50 to £7 with customers able to mix and match flavours in a gift box of six cans.
The products are available at a range of selected independent retailers and online at www.whiteboxdrinks.com