GOAT Drinks energises growth with Innovate UK
GOAT Drinks, a Newcastle-based beverage company, is redefining the drinks market with its innovative, healthy product ranges. With tailored business growth support from Innovate UK, GOAT Drinks has expanded internationally, developed groundbreaking products and achieved a staggering 600% sales increase in the past year.
Founded by Colette Safhill, the company has gained significant recognition with its vegan, gluten-free, non-alcoholic spirits and cocktails under the Myth brand, alongside GOAT Drinks, a natural and ethical energy drink range. The business has not only disrupted the traditional drinks market but also sparked important conversations about health and wellbeing.
Colette Safhill, Founder and Managing Director of GOAT Drinks, says: “We wanted to offer an energy drink that supports overall wellbeing and stands apart from conventional options.
“By using natural ingredients and focusing on ethical standards, we aim to provide a drink that enhances performance without compromising health or values.”
GOAT Drinks began with Colette’s ambition to offer a healthier alternative to traditional alcoholic beverages. Inspired by her personal battle with addiction, she launched Myth Drinks to provide alcohol-free options that appeal to a wide demographic. These cane spirit-based beverages mimic the experience of classic cocktails like mojitos and piña coladas while promoting a healthy lifestyle.
Building on this success, Colette introduced GOAT Energy Drinks to target sports enthusiasts and busy individuals.
Driving international growth and product innovation
Recognising the company’s growth potential, Innovate UK Business Growth provided tailored growth support to accelerate GOAT Drinks’ journey. Colette worked closely with Innovation and Growth Specialist, Terry McStea, to identify prime markets and lay the foundations for international growth.
Innovate UK’s expertise in navigating distribution networks and warehousing, along with suggestions for refining products, enabled the company to break into key markets such as the US, Canada, Singapore, New Zealand and mainland Europe, directly driving a 600% sales increase over the past year.
Colette notes: “The mentoring and advice we received from Terry helped us stay focused on the key issues and gave us invaluable insights. The tailored support allowed us to explore opportunities we hadn’t considered before.”
To drive product development, GOAT Drinks secured a Research & Technology Organisation (RTO)/Catapult grant through Innovate UK Business Growth, worth nearly £15,000. This funding supported the creation of a powdered pre-workout drink range in partnership with food and drink experts Campden BRI.
Colette adds: “The RTO grant secured through Innovate UK Business Growth has been particularly valuable to us. We simply wouldn’t have been able to develop the powdered range that has opened up so many new markets and customers, as well as providing environmental benefits. And it’s introduced us to a very useful development partner.”
Chris Jones, another Innovation and Growth Specialist, also helped Colette explore financing options for growth. While external investment and loans were considered, the company ultimately chose self-funding to retain full ownership, ensuring sustained growth on its terms.
Making an impact through sustainability and collaboration
GOAT Drinks’ partnership with Innovate UK has enabled significant advancements in sustainability. The powdered energy drink range reduces environmental impact by cutting packaging waste and carbon emissions associated with transport.
Through Innovate UK Business Growth’s support, the company has also formed valuable partnerships and identified long-term development opportunities with organisations like Campden BRI. These collaborations are paving the way for future product innovations.
It has been featured in prominent publications like Vogue and served at prestigious events, including the King’s Coronation party at the Dubai Embassy. Its success was further recognised when it won Best Sports/Energy Drink at the esteemed InnoBev Awards, held during the 2024 UK Soft Drinks Conference in London in May.
As it continues to expand into new markets, it is not only transforming the beverage market but also contributing to the UK economy and fostering sustainable practices.
The RTO grant secured through Innovate UK Business Growth has been particularly valuable to us. We simply wouldn’t have been able to develop the powdered range that has opened up so many new markets and customers, as well as providing environmental benefits.
– Colette Safhill, Founder and Managing Director of GOAT Drinks