From Idea to Can: How the Founders of LuvJus Built a Drinks Brand from the Ground Up

Some businesses start with spreadsheets. LuvJus started with a question on a beach: Why isn’t there a drink that actually feels fresh, fun, and different?

Friends and co-founders George Chattey and Owen Petty had been to enough events and nights out to know the drinks scene felt stale. The options were sugary, samey, and often disconnected from the people drinking them. So, they decided to do something about it.

The result? LuvJus - a bold, low-sugar, fruit-forward vodka soda in a can that set out to break category conventions, not follow them.

Finding the Gap in the Market

Owen and George saw an opening for a new kind of ready-to-drink cocktail. One that was light, not loaded with sugar or artificial ingredients. One that could sit on a bar shelf and stand out. Not because of hype, but because it actually tasted good and felt modern.

They worked with mixologists to perfect their recipe and developed two standout flavours: Pineapple & Mint, and Blood Orange & Pomegranate, both mixed with premium vodka and a touch of ginseng.

But creating a quality product was just the beginning.

The Real Work: Manufacturing, Logistics, and Learning on the Job

Neither founder came from a drinks industry background, which meant the learning curve was steep. Getting the product made required real hustle — from sourcing ingredients to finding a canning partner abroad (eventually in Austria), to navigating post-Brexit import issues that left their very first batch stuck in a warehouse for weeks.

Funding was a hurdle too. Like many new founders, they didn’t have deep pockets. So they used personal savings and secured a government-backed Start Up Loan from Virgin StartUp, which helped them finance that crucial first production run.

“It gave us the ability to say yes to opportunities — and gave us time to figure out what worked,”

The Start Up Loan also came with access to business support, helping them avoid common early-stage pitfalls.

Marketing without a Big Budget

With no investors and no agency behind them, they leaned into what they had: ideas, energy, and a solid grasp of social media. Rather than push a generic drinks campaign, they created content people actually wanted to watch.

LuvJus launched a lo-fi dating show on TikTok where Owen hit the streets, playing matchmaker with strangers — cans in hand. It was smart, fun, and original. In just a couple of months, the videos had over 8 million views.

They weren’t just building brand awareness, they were building a community and a huge following online.

Growing the Brand with Purpose and Personality

While their identity as founders shaped the brand’s values, LuvJus isn’t built on a cause — it’s built on product, personality, and attention to detail. Their drinks are low in sugar, naturally flavoured, and competitively priced. But it’s the brand experience that really makes it memorable: smart packaging, honest storytelling, and the feeling that this is a startup doing things their own way.

They’ve now won industry awards, been stocked at major festivals, and grown a loyal customer base that buys into the product as much as the people behind it.

Their advice to other founders? Start before you’re ready, stay close to your customers, and don’t be afraid to ask for help — especially when it comes to funding.

Find out more about getting a Start Up Loan from Virgin StartUp here.