The founder of Myth Drinks has shuttered the non-alcoholic spirits brand after six years, after US tariffs locked it out of its core market.
Colette Safhill had built up challenger Myth Drinks without external support or funding alongside her energy drink brand Goat Drinks.
Last week, however, she told LinkedIn followers that “however much passion you pour in, the numbers have to work”.
“Ours no longer did,” she added. “Me being sad about it isn’t changing the reality.”
While made in the UK, the brands’ core market was in the US, which Safhill told The Grocer was her main market thanks to its supportive attitude to challenger brands.
At their height, the startups took around £100k in revenue combined. Both were profitable, but were in need of “help and external support” to grow further.
Yet, Safhill added, “everywhere I looked and went, the doors closed”.
A psychotherapist by training, Safhill has now returned to her practice – “ultimately, I have kids to feed and a mortgage to pay”, she said.
“It became so obvious to me that I am a better and happier person in my practice than in front of a drinks brand and so slowly I found myself spending more time in it.”
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