3 Cans - Virtue - Off White

Clean energy drink brand Virtue has been rebranded with a stripped back aesthetic and an enhanced flavour profile.

The full range of all-natural, zero sugar and zero calories energy drinks now contains the adaptogen yerba mate. Made from the dried leaves of the South American holly tree, yerba mate is naturally high in caffeine and is said to provide more antioxidants than green tea, as well as 24 vitamins and minerals, including riboflavin, thiamine, phosphorus, iron, calcium and vitamins C and B6 and 15 amino acids. 

The firm claims that yerba mate drinkers experience a state of alertness similar to that of coffee, but for a longer period of time and without coffee’s crash or effects on sleep. The adaptogen is also claimed to help improve mental acuity and aid digestion, making it useful when playing sports, hitting the gym, working or studying.

Virtue is made in the UK and is available in three varieties: Tropical, Peach & Raspberry and Strawberry & Lime (£1.75 RRP per 250ml can). The vegan products are certified Carbon Neutral, with 100% organic caffeine. The drink is available to independents nationwide from Diverse Fine Food, Epicurium, DDC, Delicious Ideas, AF Blakemore, Wholegood, JDs Food Group and CLF.

The UK energy drinks market is worth £1.85bn (Nielsen) and the desire for ‘better for you’ energy drinks is growing, claims the brand. Virtue claims that its Strawberry & Lime variant is the fastest-selling clean energy drink product in in the UK multiples (Nielsen). Virtue distribution has grown 225% in the UK over the last year with new stockists including Motor Fuel Group, Tesco, Asda and Waitrose.

Rahi Daneshmand, Virtue Founder, says: “We are very excited for this next stage of growth, as we build the market leading clean energy drinks brand. Virtue is the first all-natural, zero sugar and zero calories energy drink in the UK and we plan to make our drinks accessible to even more people.”