London Fields duo take the hassle out of home brewing

Alex (left) and Ralph with Victor's Drinks

Alex (left) and Ralph with Victor's Drinks - Credit: Archant

Two friends’ London Fields business has taken the hassle out of home brewing with a new product set to storm the market, after striking a lucrative deal with Dragon’s Den mogul Duncan Bannatyne.

Victor's Drinks product range

Victor's Drinks product range - Credit: Archant

Alex Dixon, 28, and Ralph Broadbent, 27, who operate from their Richmond Road headquarters, sparked the business tycoon’s interest when they appeared on the show to pitch Victor’s Drinks, a DYI kit which uses bag-in-box technology to brew cider or ale in a range of flavours.

The packets come ready filled with flavoured syrup to which the customer adds water and the supplied sachet of yeast before leaving at room temperature – the mixture reacts to create up to 20 pints of alcohol which can be transferred from box to glass in 10 days.

Alex said: “It’s all a natural process and as back to basics as it gets, throwing sugar, water and yeast together in a box and seeing what comes out.”

The name, Victor’s Drinks, was inspired by the idea of “victory” and the personal accomplishment gained from creating your own drink.


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The dynamic pair, who also put on music festivals across the UK, met at university while on a ski trip and saw the growing demand for alcohol at parties.

The idea for Victor’s Drinks sparked when the boys saw a gap in the market for a product which wasn’t just catered towards devoted hobbyists with disposable money and time.

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Alex said: “I used to homebrew as a student and there were loads of barriers to do it. You have to buy all the equipment up front and spend time cleaning it - as if there is any bacteria the brew will go off - and then you have to store the equipment somewhere when you’re finished.

“It wasn’t tailored to people who didn’t want to put in a big investment”.

Alex used to take his drinks to parties, and though people loved them, they didn’t want to try brewing themselves because of the high start-up costs and effort involved.

Now the kits are going from strength to strength as major retailers snap up orders.

Alex said: “I think Dragon’s Den was quite a big highlight for us and launching a new range of different flavours was really exciting.

“We are lucky enough to have our HQ right on the park - London Fields is the best meeting room ever and it’s brilliant to see lots of other creative young start-ups doing the same thing as us Thankfully cider is boardroom-acceptable in Hackney!”

n Victor’s Drinks are available to buy online and in selected stockists for £24.99. For more information, visit victorsdrinks.com.

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