Entrepreneur – Introducing THOR Drinks

THØR Drinks

EP works with and supports numerous entrepreneurs across the sector. At the most recent count – nearly 130. They are the innovators of the sector and their new ideas can add value across the whole hospitality industry.

We are delighted to introduce Alistair Scahill, Founder of THØR Drinks.


EP asks Alistair about his new products…

“The adult soft drinks category in particular is in strong growth as people moderate their drinking (particularly the younger generation) and look to lead healthier lifestyles.”

Alistair Scahill, Founder of THØR Drinks

How did your company begin? What was your inspiration behind creating it?
When out with friends but not drinking alcohol, I was struggling to find a decent soft drink alternative. I was looking for something crisp like a dry cider rather than the usual sweet and sickly options.  From there, the idea for THØR Drinks took shape…

What were you doing before this?

I was a professional musician playing viola with orchestras in London including the London Philharmonic Orchestra and London Symphony Orchestra.  It was while touring in Germany that I discovered ‘Apfelschorle’ (apple juice with sparkling water) and this ticked the box for me as a refreshing alternative to alcohol for lunchtimes etc.

What problem do you solve in the sector?
THØR Drinks offer a great tasting adult focused alternative with dry flavours, natural ingredients and a brand to sit along side the hard stuff.

What stage are you at now?

We finalised product and brand development at the end of 2015 and are now building listings including with specialty & fine food distributor Cotswold Fayre.

What have you enjoyed the most so far?

When people immediately get what we’re doing – they sample the product and give me my pitch practically verbatim!

Biggest challenge you have faced?
Getting the opportunity to present the brand and products to buyers. I relish the chance to do a quick presentation and tasting and then explain how THØR Drinks would add value to their range.

How do you overcoming this challenge?
First and foremost it’s perseverance. Otherwise it’s attending trade shows, sampling campaigns and of course networking including EP events!
Plans for the future?
We have some new flavours and also different pack formats in the works. We’re hoping to launch cans later in the year.

Why is now the right time for your business? 
The food and drink sector as a whole is in a really exciting phase, developing many new and interesting products to satisfy the growing number of more adventurous and discerning consumers. The adult soft drinks category in particular is in strong growth as people moderate their drinking (particularly the younger generation) and look to a lead healthier lifestyles. 

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