Innovative Northern Irish Mixer Brand Disrupts the Market with Unique High-Alkaline Formula
Clearer TWIST, a pioneering mixer brand from Northern Ireland, is expanding into the UK on-trade market with its game-changing mixer range.
Standing out in a crowded category, Clearer TWIST is the only mixer brand in the UK to use high-alkaline water (pH 9.4), delivering a naturally sweet taste with less sugar, fewer calories, and no compromise on flavour.
The range features three flavours: French Pink, Tonic Water, and Ginger Ale – designed to be enjoyed neat or paired with full strength and non-alc spirits and aperitifs. Each 200ml bottle features a distinctive twist cap, providing added convenience for bartenders, mixologists, and hospitality staff.
With partnerships existing with Urban Food Fest and pre-launch listings in Brityard, Brews & Bowls and Cheese in Leadenhall Market, Clearer TWIST is set for major growth within the hospitality sector in 2025.
A Visionary Approach to the Mixer Category
Behind Clearer TWIST are Ross Lazaroo-Hood (co-founder & co-chairman) and Sitki Gelmen (co-founder & co-chairman), who bring extensive beverage industry expertise. Their vision was clear: to disrupt the market with a high quality mixer available to all.
Lazaroo-Hood comments:
The mixer sector is competitive, but our investment in innovation and marketing highlights our commitment to reshaping the drinking experience across the UK, Ireland and Europe. We’re targeting a forgotten middle ground in the market – offering a premium yet accessible mixer range that will gain significant visibility in the months ahead.
Jon Hayman, previously Bulmers Cider, Noble Foods and WOW Hydrate, is Clearer Group’s non-executive director. He adds:
For as long as we can remember, mixers have played a key role in the drinks industry, yet the quality of the water used in them has rarely been questioned. Clearer TWIST has introduced a groundbreaking innovation using high alkaline water to reduce sugar and calorie content – offering a range of mixers that are refreshing on their own and versatile enough to pair with both non-alcoholic and full-strength spirits.
Raising the Bar
Clearer TWIST champions diversity, inclusivity, and social impact, reinforcing its mission to create a more equitable drinks industry. As part of The Clearer Group, it prioritises inclusion by employing a diverse, mixed-ability workforce, providing opportunities for young adults who may struggle to find and sustain similar jobs.
