Rahi Daneshmand

Rahi Daneshmand is the Founder and CEO of virtue drinks, the UK's first all-natural, zero-sugar, zero-calorie energy drink brand. London-born and of Persian heritage, Rahi founded virtue in 2016 after becoming frustrated by the lack of clean alternatives to traditional energy drinks. He holds a degree in Economics and Business Management from Newcastle University, and his journey into the drinks industry began from a deeply personal desire to find an energy source that aligned with a healthy lifestyle.

Under Rahi's leadership, virtue has grown into a globally distributed brand stocked in over 5,000 locations across more than 35 countries, with major UK retailers including Waitrose, Sainsbury's, Ocado, Morrisons, and Holland & Barrett among its partners. The brand is certified carbon neutral, uses 100% organic caffeine sourced from yerba mate, and contains nothing artificial — earning it consistent recognition as one of the fastest-growing brands in UK grocery. Virtue's sales in UK grocery grew 173% year-on-year as of late 2024.

The company has raised over £5 million in total funding, attracting high-profile investors including BrewDog co-founder James Watt and Premier League footballer Eberechi Eze. virtue has won multiple industry awards and received coverage in The Grocer, Food Manufacture, and beyond, cementing Rahi's reputation as one of the UK's most innovative beverage entrepreneurs.