Drinks expert takes stake in food and drink agency

Drinks expert takes stake in food and drink agency

LUX, the UK’s first brand development agency dedicated to food and drink, has announced a six-figure investment from Alex Nicol, the co-founder of Edinburgh Gin.

He will become a non-executive director and his investment is enabling LUX to grow its senior team and finance the opening of its second UK office in London.

Alex, who has enjoyed a career working for some of the biggest global drinks brands in the world, including Glenmorangie, Scottish & Newcastle and Whyte & Mackay, as well as co-founding Edinburgh Gin, has taken a minority stake in LUX, which has just ended its financial year with its best month ever.

LUX, which was established in 2012 by Mhairi MacLeod and Alice Will, has an annual turnover of £1.6m, and has built up a strong portfolio of clients ranging from Brew Dog, Edinburgh Gin, Gaucho, Dishoom, Mackays to Zero Waste Scotland. Earlier this year, LUX opened its own purpose-built head office and is Scotland’s first agency with its own dedicated food and drink creative studio and new product development kitchen, establishing itself as a centre of excellence.

Alex said: “The food and drink industry is booming in the UK and particularly in Scotland. Alice, Mhairi and the team at LUX were instrumental to the success of Edinburgh Gin in terms of developing the brand and driving the launch to market. As a result, I could see the vision and talent they have to grow this business. They are not only experts in food and drink but they can offer clients a full-range of brand development services – that I haven’t seen from any other agency. I am looking forward to supporting Mhairi and Alice to build the business throughout the UK."

Alice Will, co-founder of LUX, said: “Given the background Alex has working with some of the biggest drinks brands in the world, his experience will be invaluable. We have ambitious plans for the business and this investment will enable us to continue to expand the team as well as open our second office in London. Having just recorded our best ever month we are in a great position to grow the business further.”

The agency prides itself on offering the full range of brand development services including new product development, brand strategy, packaging design to launching into new markets via communications.