‘Make sure you’ve got a drink the world wants, in beautiful packaging’: Innocent co-founder Richard Reed

By Ben BOUCKLEY contact

- Last updated on GMT

Innocent Drinks co-founder Richard Reed (left) shares a platform with Zenith International chair Richard Hall
Innocent Drinks co-founder Richard Reed (left) shares a platform with Zenith International chair Richard Hall
Innocent Drinks co-founder Richard Reed says aspiring entrepreneurs need to ensure they’ve got a ‘drink that the world genuinely wants in packaging that’s beautiful, distinctive and that works’.

Reed, who now runs a venture capital fund to help entrepreneurs succeed with consumers, JamJar Investments, gave this advice at DrinkPreneur Live! 2014, the first beverage business accelerator of its type organized by MyDrink Beverages and Zenith International.

This video rounds up some of the action from this month’s event in London, where David Beardmore, category buying manager, soft drinks and juices at Tesco, also gave his advice.

“Be different – don’t come with a Powerpoint presentation lasting 30 minutes. Do something different – create an atmosphere or environment where the buyers buy into the brand,”​ Beardmore said.

“Get them out of the office – try to do something that is unique and different.”

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