After investing in a Northern Irish water company in 2022, Ross Lazaroo-Hood and his business partner Sitki Gelmen decided to diversify into the mixer category. Lazaroo-Hood tells us how he now plans to disrupt the market with Clearer Twist.
“Within a couple of weeks of completing on the acquisition of Clearer Water, we knew we wanted to diversify the portfolio and have more of an umbrella,” Lazaroo-Hood says. It was at this stage that the pair founded The Clearer Group, and the creation of mixers joined the business plan. “My wife came up with a name of Clearer Twist, and we decided, on the back of doing a bit of research, that a high alkaline water source, with its benefits of being a naturally sweeter water, that would be the way to go.”
Clearer Twist is the only mixer brand in the UK to use a high alkaline water – with a pH of 9.4 – resulting in a naturally sweet taste with less sugar and fewer calories.
Sourced from Turkey, the high alkaline water used in the curation of the Clearer Twist portfolio, which comprises French Pink, Tonic Water, and Ginger Ale, is considered to be a “very dry” water, and especially good for pairing with alcohol due to its ability to neutralise the acid, which in turn provides a smoother mouthfeel compared with mixers currently in the market. Lazaroo-Hood even suggests that the higher alkaline level could potentially lessen the likelihood of a hangover.
“The easiest way to describe it is, as I found with a lot of ginger ales where you get almost like a stickiness in the throat, you don’t get it with Clearer Twist. And with the tonic, you get same again. Now, I’m not a big tonic fan normally, but with ours, I like it on its own – it’s a refreshing drink over ice, and it just works because of the water.
“I suppose, what it comes down to is we’re a water source company. We’ve got a natural source of water. And you don’t need sugar. You don’t need artificial sweeteners. We’ve got this your natural drink, which is absolutely amazing.”
Tapping into trends
Lazaroo-Hood explains that there were several trends and movements that were taken into consideration when launching Clearer Twist, including the growing health consciousness of consumers.
“If you look at the research, while not proven yet, it suggests that high alkaline water helps with your gut and your metabolism,” he remarks.
Meanwhile, other research suggests that water with an alkaline level of 8.8 or above can help to combat acid reflux, while some proponents claim it can provide benefits like improved hydration, possible bone health support, potential antioxidant properties, and may help regulate blood pH levels by neutralising excess acidity in the body.
There have even been claims that it can prevent chronic health conditions, and improve the symptoms of menopause, and one study in 2020 found that a daily intake of alkaline water improved the DNA ageing markers of mice, however further studies on humans are required.
The naturally low sugar, low calorie aspect of the drinks is also a unique selling point for the brand. Lazaroo-Hood notes that most brands in the market offer both a standard expression, and a lower-calorie slim line edition, the latter of which often comes with a stigma. “Clearer Twist is pretty much is a slimline drink, but it tastes exactly like standard mixer, so you don’t have to worry about it.”
The ongoing low-and-no movement was also a consideration for Clearer Twist, and as such, he wanted it to work well with smaller alcohol measures, or as a good accompaniment to non-alcoholic ‘spirits’.
“I think Gen Z consumers aren’t drinking double measures, they’re drinking singles, so having a mixer that can elevate or complement the spirit was important. I know some brands say you should invest in your mixer, but I like tasting the alcohol, so ours complements it and doesn’t take away from it.”
He adds: “Sometimes you just want to have a non-alcoholic drink, and it’s not a J2O, or it’s not a squash – you want to have a mixer.” As such, Clearer Twist has ensured it hasn’t “complicated it” within its flavours. “We wanted to bring out three flavours that weren’t associated with one spirit, could be enjoyed on its own, and then a mixer that could be enjoyed with zero alcohol ‘spirits’ or full-strength spirits.”
Innovative twist
Having established itself in Northern Ireland, Clearer Twist is now launching in the UK off-trade. In order to stand out within the market, the brand has incorporated additional innovations beyond its high alkaline level, including a resealable twist cap closure on its 200ml bottles – a first for the mixer category, that provides added convenience for bartenders, mixologists, and hospitality staff.
Furthermore, the brand has thus far held off on formats beyond the 200ml glass bottle, as it gives the brand “a USP against what’s in the market”. In addition, Lazaroo-Hood also has some reservations about the environmental impact of aluminium. “Yes, it can be continuously recycled, but there was a massive process of extraction that has massive environmental consequences. But glass is glass.”
In terms of Clearer Twists positioning in the market, Lazaroo-Hood confirms that it is “definitely premium”, especially in terms of flavour, however he says they “don’t want to be snipping at the toes of Fever-Tree.” However, he notes that where Clearer Twist sits is above Schweppes, “but nobody is going after that mid-to-mass market. And I don’t get that. We don’t get that. And it’s forgotten about.”
He explains that Clearer Twist, on account of the reasons previously mentioned, has the ability to elevate all spirits, whether they’re premium or house.
“We want to be your go-to mixer in that middle-to-mass market that you can find in a Michelin-starred restaurant in Northern Ireland or in a Wetherspoon.” But, he says above that, “we want to be seen as your go-to that can elevate a house gin, a house vodka, up to the top shelf.
“But also, as I said before, sometimes you just want a nice tonic water – whether you’re pregnant, driving, or just not drinking – I’ve been very shocked how many people I’ve met on this journey who just really like water, and just want to be able to enjoy it. So that was our fundamental starting point outside of the water.”
However, he says they didn’t want to bring out a tonic water and be therefore associated with that. “We wanted to get the range right. We brought out the three expressions that could be seen complementary to gin, rum or whiskey. And we saw a gap of the mixers being seen as a go-to drink, and we wanted a bite of that.
“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.”
Lazaroo-Hood explains that by targeting a forgotten middle ground in the market, and offering a premium yet accessible mixer range, he expects Clearer Twist to gain significant visibility in the months ahead.
Philanthropic focus
In addition to founding and launching Clearer Twist, Lazaroo-Hood and Gelman have founded The Rusa Foundation, a joint family charity dedicated to promoting grassroots sports and fostering community spirit by providing support to disadvantaged and underprivileged families.
Lazaroo-Hood explains that when the duo saved Clearer Water from closure, they inherited “such an incredible team, whose values aligned closely with both the Clearer Water brand and our mission at The RUSA Foundation. This marked the beginning of The Clearer Group, where we not only retained all existing staff at our water plant but also expanded employment opportunities for local communities in Northern Ireland.
Championing inclusivity, particularly supporting individuals with mixed abilities, including those who are neurodivergent, has become an important element for the company. “Over the past three years, our team has successfully expanded our product lines — launching Clearer Twist and more exciting innovations in the pipeline.
“Through our efforts, we’ve demonstrated that ethical businesses and brands thrive in inclusive environments, giving everyone a fair opportunity. This commitment has earned us the title of the number one ethical business and brand in the UK and Europe by The Good Shopping Guide’s audit team, as well as a place in the Top 200 businesses and brands in the world. We are also a finalist in Northern Ireland’s Hummingbird Awards — a celebration of organisations and individuals championing equality, diversity and inclusion within workplaces and across communities in Northern Ireland.
“At The Clearer Group, our core values are passion for great taste, quality, innovation, and authenticity — always putting people first. We continue to champion inclusivity and lead by example in our industry, striving to inspire other businesses to empower individuals with mixed abilities and ensure equal opportunities in the workplace.”
Clearer Twist is launching into the UK with existing partnerships with Urban Food Fest, as well as pre-launch listings in Brityard, Brews & Bowls and Cheese in Leadenhall Market.
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Author: Georgie Collins
