Lord Sugar invests in start-up tonic brand Buzbee’s

Lord Alan Sugar’s investment company Amsvest is investing in start-up Buzbee’s Beverages, which produces a range of flavoured tonics sweetened with natural honey with the aim of “disrupting” the mixers market.

Managing director of Buzbee’s Mark Busby with Lord Alan Sugar

Based outside Cannock in the West Midlands and led by managing Director Mark Busby, the range includes a honey-sweetened Indian tonic water, alongside flavour variants including Elderflower, ginger, passionfruit and rhubarb.

“We are really excited to announce our investment from Amsvest and Lord Sugar, who will be helping us to fund Buzbee’s next stage of growth,” said Busby. “We are really passionate about our products and what they stand for and are confident that with Lord Sugar’s investment this will enable our business to continue to grow, becoming a well-known healthy alternative in the drinks market.

“We’re looking forward to this next stage of the business, especially with Lord Sugar and his team at Amsvest being able to provide great support to Buzbee’s.”

Buzbee’s ultimate ambition is to t”ruly disrupt the big brand tonics market”, which is currently dominated by the likes of Fever Tree & Schweppes, offering a range of mixers that are low calorie and sweetened with natural honey, and environmentally minded.

Lord Sugar added: “At Amsvest we are always looking for new, exciting businesses to invest in that are different from others in the market. Buzbee’s Beverages is exactly that. Providing the drinks market with a new healthy alternative tonic water, with an emphasis on sustainability, this is an exciting new brand that we are looking forward to developing over the coming months.

“We are confident that we will be able to help them develop as a business and build their brand in a market where there is definitely an appetite for an alternative offer.”