The Naked Collective (TNC) launches with naturally brewed seltzers targeted at young adults. Based in Kildare and supported by a €4 million marketing investment, Mude and So.Beer isotonic drinks are produced solely from plants, water and vitamins. Mude’s collection of five drinks are said to aid sleep, chill, play, work and provide an immuno boost.
Each drink caters for different physical and mental points throughout the day, whether it be a mid-morning kick start or an ashwagandha-infused moment to help de-stress. The drinks contain no artificial sweeteners, additives or preservatives. So.Beer is a light, non-alcoholic vegan lager with B vitamins and minerals that bind with the liquid during brewing.
Sold in a 330ml recyclable can, So.Beer also comes in a grapefruit flavour. “We know that 54 per cent of millennials are choosing to leave alcohol behind,” Phelan said. “Our new products not only tap into this mindset but deliver taste and innovation,” he added. TNC was founded last year by seasoned drinks marketer Niall Phelan (above) and Catherina Butler.
Phelan says 62 per cent of consumers say health and wellness is their foremost influence when buying a beverage. Furthermore, he claims, there is a major decline in consumption per capita of beer and sugary drinks in the developed world with consumers demanding healthier alternatives, not just for their own body, but also for the world at large.
TNC plans to invest €4m in marketing the drinks range in the first year from launch across retailers in the UK and Ireland from July, making it one of Ireland’s biggest beverage launches in recent times. There are plans to expand beyond Europe to North America and the brand’s owners are currently in the process of setting up agreements there.
Mude (€2.50 per can) and So.Beer (€2.00 per can) products are now available to buy with free shipping when purchasing 2 x 6 packs. They will be on retail sale from next month. Phelan previously worked on start-ups and international brands for Molson Coors, Nestlé, Brewdog and Red Bull. In 2013, he co-founded craft beer maker Rye River Brewing.
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