Lee Hemmings Belvoir Grocer Gold

Source: The Grocer

Sales director Lee Hemmings collected the award for Belvoir Farm 

Winner: Belvoir Farm

Modernising a much-loved brand with heritage is a balancing act. Tweak too far, and you risk alienating long-time fans. Play it too conservatively, and your makeover passes under the radar.

Belvoir Farm has hit the nail on the head with its latest reimagining, pulling in a raft of new shoppers with NPD such as its non-HFSS, low-calorie Botanical Sodas and non-alcoholic Passionfruit Martini and Peach Bellini cocktails. These  appeal not just to existing fans of the brand but also the growing legion of shoppers looking for grown-up, flavourful alternatives to booze.

A new look for its packs, meanwhile, plays up the brand’s sustainability credentials and its link with farming and nature.

The result? Belvoir Farm’s sales are rising steadily, up 7.5% in 2021 versus the prior year. A result surely worth toasting.


  • Coca-Cola Zero Sugar
  • Dash Water
  • Moju Drinks

Grocer Gold Sponsors 2022

Grocer Gold Awards 2022: the winners