25th Feb: WeDO Inspiration – Andy Murray of The Drinks Bakery
25 February 2021
12:30 pm - 1:30 pm
SPEAKER: Andy Murray
Founder and Chief Biscuiteer at The Drinks Bakery
The Drinks Bakery was founded by Andy Murray in 2016. Andy travelled Europe in a campervan with his foodie-obsessed family every summer as a child. Eating in cafes, bars and brasseries. He started baking at 10, was a decent cook by 14 and wine qualified by 19. Andy moved to Edinburgh from the north east of England 15 years ago, having grown up in a “food and drink-obsessed family where Aperitif was a daily tradition”.
“My passion for drinks developed while working in the industry, where I noticed that the snacks on offer weren’t keeping pace with craft drinks innovation. So I began identifying the best flavour pairings and The Drinks Bakery was born. My parents fixated on the perfect pairings at happy hour and inspired my foray into the restaurant business.”
He’s since owned restaurants, a gastro pub and a wine business. Andy continues to eat and drink his way around the world, fuelling his desire to create a more thoughtful link between the worlds of craft, premium drinks and the common snack.
DRAGONS DEN – NOVEMBER 2018
Andy’s pitch on Dragon’s Den proved a hit with Peter Jones and Deborah Meaden who agreed on a £50,000 investment for an initial 25 per cent share – reducing to 20 per cent on return of their investment.
Upon winning, Andy said:
“The obvious dragons for me were either Deborah Meaden who is well renowned as a premium foodie or Peter Jones. I was looking for a £50k investment understanding that the business is still very young and access to the scale of support that the Dragons can provide is the life-blood of any brand. The investment of cash was secondary, but it allows me to think bigger and go after some larger accounts like Sainsbury’s.”
Peter Jones said it was “The best brand I’ve ever seen in the Den.”
Commenting on her investment, Deborah Meaden said:
“With the huge growth in the ‘perfect pairings’ market, from tonic water to special craft gins, food and wine, actually creating a biscuit to accompany and enhance specific drinks seemed like an obvious next step. That Andy, with his background as a sommelier clearly had the knowledge but also the vision to be the first one to take that step was very attractive. I also loved the clarity of the branding, which tells the story perfectly and succinctly…and of course, the fact that they taste scrummy, with the added bonus that I get to test the new samples…makes this a perfect Investment!!”
Here’s Andy’s pitch to the Dragons …
ABOUT THE DRINKS BAKERY
The Drinks Bakery creates delicious savoury ‘Drinks Biscuits’ that are expertly flavour profiled to match great drinks such as craft beer, fine wines and of course gin and whisky. They’re a more thoughtful, premium snack for a more discerning and brand aware audience. They are already sold in Sweden, Netherlands, Belgium, Germany, UAE, Canada and USA and Andy sees great export opportunities ahead.
Stockists currently include Selfridges, Harvey Nichols, Fenwicks, Ocado, The Conran Shop and Jones The Grocer in Dubai.
The Drinks Bakery passionately believes that ‘Every Great Drinks Deserves a Great Snack’.
Andy has enjoyed huge success and to date has won the following Awards:
7 Great Taste Star Awards 2018/19
Scottish Edge Round 13 in 2018
Winners of 2019 ‘Best New Product’ Made in Scotland Awards
Winners Scotland Food & Drink Excellence Awards 2019
Seedfund Academy Finalist 2019
Cotswold Fayre: Best New Supplier 2020
Living the dream 2021
Venue: WeDO Inspiration