Drinks industry initiative Raising The Glass has announced the return of its incubator programme for a second year.
Now called First Pour, the programme is designed to offer female-led drinks brands “structured support to get products investment-ready and onto shelves”.
The incubator programme is delivered in the form of virtual “lunch and learn” sessions, face-to-face meetings, and two half-yearly meet & greet dinners. Talks and support are provided by fmcg brands and companies including Red Bull, Coca-Cola Europacific Partners, Lucky Saint, RPC Legal, Dash Water, Rémy Cointreau, Treatt, Whitbread, and NIQ.
It runs for a full year and culminates in the option for brands to exhibit for free at the Mixer, Raising The Glass’ annual trade event.
A total of 11 brands took part in the incubator programme last year including Sipr Tea, Noffee, In The Loop Drinks and Novel Whisky.
“Raising The Glass has been amazing for Sipr Tea,” said Samantha Atkinson, founder of Sipr Tea. “It’s given me access to market leaders, honest industry insights and a community of supportive women who understand what it takes to build something from the ground up. It’s been invaluable, and it’s opened doors and contacts I never thought possible from an idea I had in my head.”
Krishma Mehta, Noffee founder, added: “Raising The Glass’ incubator was incredible incredibly valuable. It gave me first-hand insight into how the industry works, helping me understand its technicalities and the expectations that come with food & beverage, while building a strong foundation for growth.
“One of the most impactful parts was the access to experienced founders, established brands, and key decision-makers, whose openness and experience made the learning both practical and inspiring. Just as important was the cohort itself, a brilliant group of fellow founders, many of whom have become part of our wider founder family.”
Raising The Glass was founded in 2024 by Rebecca Oliver-Mooney, currently strategy and insights director at functional soft drinks brand Hip Pop. Prior to joining Hip Pop, Oliver-Mooney helped to run The Co-op’s apiary incubator scheme.
“First Pour is an incubator built by the drinks industry for the drinks industry, driving support for the under-represented and putting genuine diversity onto the shelves and behind the bars where people need to see it,” Oliver-Mooney said. “As we move into year two we have evolved it, both in name and in ambition, to better reflect what it does: supporting women-founded businesses on the journey from concept to shelf or bar.”
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