Strryk was launched in 2018 by Alex Carlton and as well as the investment from AG Barr, it has also entered into a long-term agreement to gain an exclusive UK distributor.

Elegantly Spirited, owner of the Strryk brand, was established by Carlton and Andrew King, the original founders of the Funkin Cocktails business 20 years ago.

“We are delighted to have received the backing of AG Barr which provides validation of the zero-proof category, the Strryk brand and our team’s achievements so far,” said King, chairman of Elegantly Spirited.

“This major investment will allow the Strryk brand to gain significant momentum, expediting distribution to the trade via the expertise of the Funkin Cocktails’ sales team and increasing availability to consumers.”

Distilled and bottled in the UK, Strryk was developed more than two years ago and the portfolio consists of Strryk Not Gin, Strryk Not Vodka and Strryk Not Rum.

“Many consumers are choosing to moderate their drinking so there is a huge opportunity for the trade to capitalise on this growing trend,” added Carlton, Elegantly Spirited CEO. “Strryk offers them an attractive and credible alternative to alcohol that doesn’t alienate or stigmatise their choice not to drink and is not a compromise from the full strength equivalent.”