virtue drinks

virtue drinks is a London-based clean energy drink brand and the UK's first all-natural, zero-sugar, zero-calorie energy drink. Founded in 2016 by Rahi Daneshmand, virtue was born out of a personal search for a healthy alternative to traditional energy drinks and coffee. The brand uses yerba mate — a plant naturally high in caffeine and packed with antioxidants, amino acids, and vitamins — as its core energy source, delivering 80mg of natural caffeine per can with nothing artificial, no sweeteners, and no sugar.

virtue is available in three flavours — Tropical, Peach & Raspberry, and Strawberry & Lime — and is certified carbon neutral and vegan-friendly. The brand has built a distribution network spanning over 5,000 retail locations across more than 35 countries, with major UK stockists including Waitrose, Sainsbury's, Ocado, Morrisons, Holland & Barrett, and Asda, alongside international chains such as Carrefour, Casino, and Aeon. UK grocery sales grew by 173% in 2024, making virtue one of the fastest-growing brands in the functional energy category.

virtue has raised over £5 million in total funding, backed by investors including BrewDog co-founder James Watt, Premier League footballer Eberechi Eze, and former England defender Chris Smalling. The company has won multiple industry awards including the Grocer New Product Award for best energy drink and is cementing its position as the leading clean energy drinks brand globally.