A few weeks ago, we were delighted to announce the ProVen VCTs’ investment in MOTH (short for Mix of Total Happiness!) – a brand that makes it as easy to enjoy a bar quality cocktail as taking a beer from the fridge or pouring yourself a glass of wine.

Known for delivering "bar-strength perfection in every can," MOTH offers a curated selection of ten premium canned cocktails, including classics like the Margarita, Mojito, Cosmopolitan, Old Fashioned, and Espresso Martini.

Supported by its latest £4.6 million investment, MOTH is poised to disrupt the cocktail market across the Atlantic, just as it has in the UK. But before we look ahead, let’s take a step back to share why we chose to invest. This article explores the brand's remarkable journey, impressive growth, strategic distribution, and ambitious plans.

1. From idea to industry leader

At 25, lifelong friends Rob Wallis and Sam Hunt set out with a shared goal: to craft the perfect cocktail that could be enjoyed anytime, anywhere. What began as an idea to bottle the perfect Old Fashioned soon evolved into something much bigger. Recognising a growing demand for premium, ready-to-drink beverages, they shifted focus to creating a range of canned cocktails that delivered cocktail-bar quality with the ease of a can of beer. This bold move led to the creation of MOTH in 2021.

MOTH quickly gained traction, launching its first range of cocktails in partnership with Waitrose, which led to a national rollout across 200 stores. The success was immediate, with MOTH producing more cocktails in a few months than in the previous two years combined. By focusing on quality and strategic partnerships, Rob and Sam steadily grew the brand, expanding MOTH’s distribution to major UK retailers such as Sainsbury's, Tesco, Morrisons, ASDA, and The Co-Op.

Fast forward to today, and MOTH is the UK’s fastest-growing premium RTD brand, according to Nielsen. Known for its smaller, stronger cans that deliver an authentic cocktail-bar experience, MOTH has become a household name in the premium beverage market. Its commitment to quality - using only the finest ingredients sourced from trusted suppliers - sets it apart in a crowded space. Whether it’s a Margarita or an Espresso Martini, MOTH’s focus on flavour and craftsmanship resonates with consumers who prioritise both taste and convenience.

In just three years, MOTH has become a staple across over 3,000 supermarkets in the UK, selling a can every seven seconds. Its appeal is broad, with half of its customers enjoying MOTH on-the-go at festivals, parks, or beaches, while the other half savour their cocktails at home, poured over ice.

2. Strategic growth and expanding horizons

MOTH’s growth has been driven by a strategic focus on the UK grocery channel. Today, the brand sells across four distribution channels: grocery, direct-to-consumer (D2C), on-trade, and Amazon. By steadily increasing its presence in these channels and expanding its retail footprint, MOTH has firmly established itself in the UK. According to Nielsen, the brand now holds a 41% share of the premium ready-to-drink category in the UK off-trade market, with the MOTH Margarita emerging as the nation’s most popular margarita.

One of the brand’s recent key milestones was securing a significant partnership with Wagamama, which allowed MOTH to enter the fast-casual dining space. This partnership marked the beginning of MOTH’s efforts to integrate into everyday dining experiences. The company plans to continue this trajectory by partnering with additional fast-casual restaurant chains, further strengthening its presence in the on-trade channel.

The company’s growth trajectory is on par with market leaders, boasting a two-year compound annual growth rate (CAGR) of 178% and year-on-year growth of 144%. This sustained momentum speaks to the brand’s ability to not only capture but also maintain consumer interest in a competitive market.

3. A seasoned team and world-class advisors

MOTH’s rapid rise isn’t just driven by the vision of its founders, but by the strength of a deeply experienced executive team and an impressive advisory board. Rob and Sam have demonstrated exceptional leadership in scaling the business, and they’ve surrounded themselves with industry veterans to ensure MOTH’s continued growth.

From Diageo to seasoned leaders in the grocery industry, MOTH’s board brings together expertise from some of the biggest names in the beverage and retail sectors. With experience spanning global brand management to grocery leadership, the company’s advisors offer unparalleled insight. MOTH’s network also includes figures with proven success in scaling and exiting premium drinks brands, providing invaluable guidance as the company charts its path forward.

This blend of strategic counsel and industry know-how gives MOTH the solid foundation it needs to continue growing and reaching new heights.

4. Ambitions expansion into the US market

MOTH’s success in the UK has set the stage for its next big adventure: cracking the US market. In November 2023, the brand dipped its toes into American waters with a trial in six Total Wine stores in Florida. The response was overwhelmingly positive, sparking a quick expansion to over 100 stores across Florida and Massachusetts through a partnership with Martignetti. This early success is just the beginning.

MOTH is bringing its four best-loved cocktails - Margarita, Piña Colada, Mojito, and Espresso Martini - to the US, carefully crafted to appeal to American tastes while staying true to the premium quality that defines the brand. But this move isn’t just about selling drinks, it’s about making MOTH a go-to name for top-notch, ready-to-drink cocktails in the States.

The US offers a huge opportunity for MOTH, and the brand is ready to seize it. With plans to expand into more states and build new partnerships, MOTH is on track to become a familiar favourite in the American ready-to-drink cocktail scene. This international journey reflects MOTH’s ambition and the potential for even more exciting growth ahead.

Given Beringea’s transatlantic footprint, we look forward to providing hands-on support and advice as the company enters this important new chapter – we can’t wait to see what Rob, Sam, and the team are able to achieve!