Low-alcohol winemaker 6Percent took home the top prize at London’s Bread & Jam investor contest this week, amid fierce competition from fellow start-ups.
Pitching live to investors in the multi-round Bread Winner final, 6Percent beat 41 other brands to win up to £95k worth of funding and business support from advertising, legal and branding firms exhibiting at the show.
Founded by wine aficionados and husband and wife team Russell and Gabriella Lamb, the brand was born out of frustration with the after-effects of drinking, and the lack of options for low/no alcohol wine in supermarkets.
Produced in Bordeaux, it is one of the first mid-strength wines to launch on the UK market. It is currently listed with Ocado.
Lamb said the couple “couldn’t be more excited” to have won. “It marks an important milestone in the evolution of our business,” she added.
“We can’t wait to benefit from the advice and cash investment from such esteemed investors and service providers.”
The judging panel was made up of serial start-up founder Giles Brook of Bear and Vita Coco; performance marketing agency Stratus founder Mark Hockney; managing director of investment firm Square Root Holdings Peter O’Callaghan; and founder of artisan food marketplace Delli Marie Petrovicka.
The contest – held in honour of Bread & Jam’s 10th anniversary – saw a double investment, as Brook decided to back The Oh Collective, a start-up specialising in women’s health. It sells functional chocolates and treats that it claims enhance sexual pleasure and support women’s reproductive and menstrual health, as well as sex toys and underwear.
Over 1,300 brands, buyers, and industry experts attended this year’s show, with more than 100 speakers advising crowds on how to launch, scale and grow their nascent food businesses.
Co-founder of Bread & Jam Jason Gibb said the Bread Winner contest had been “particularly exciting” as a highlight of the anniversary edition of the show.
“Our main purpose is to give challenger brands the tools, knowledge and platform they need to succeed,” he said.
“The energy and passion we see from brand founders is electric but there is no denying that it takes sheer determination, strategic thinking, connections and a colossal amount of hard work to build an fmcg business. I’m continually amazed by the innovation we see from challenger brands, and it’s a privilege to support such a dynamic and inspiring community.”
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