|Headquarters||New York, NY|
|Press Contact||Madeline Watson|
Ugly Drinks is a flavored sparkling water for the post-soda consumer. With no sugars, sweeteners or calories, Ugly offers consumers a frank, fun + refreshingly honest alternative to sugar-laden soft drinks in nostalgic flavors like Dr. Ugly, Orange Soda, and Sour Apple. Derived from "the ugly truth," the name is a nod to the brand's insurgent take on the category, renouncing the traditional beverage industry’s misleading + disingenuous marketing strategies and millennial brands' glossy + aspirational facade; in lieu of a real + conversational tone-of-voice, raw + unpretentious packaging, and bold + provocative visual identity inspired by street and pop art.
For every can of Ugly Flavored sold, Ugly donates to Girl Up, a global leadership initiative tackling gender inequality. For every can of Plain Ugly sold, Ugly donates to Oceanic Global to engage new audiences in ocean conversation.
Ugly Drinks was co-founded by friends Joe Benn and Hugh Thomas out of concern for the distinct lack of unsweetened options and authentic brands in the beverage chiller. As former marketing leads at Vita Coco, the duo had caught the beverage bug and become tired of a world where traditional beverage marketing avoided transparency and the truth. Public enemy No. 1, they felt, was carbonated soft drinks. For too long big business had pushed products packed with sugar, sweetener, or artificial ingredients. They set about creating a range of sparkling waters and a brand that would tell consumers how it is, speaking to them authentically and transparently.
With the goal of making positive change in the world of beverages, Ugly was born: Ugly Flavored, a healthier soda alternative; Ugly Energy Water, a clean energy drink; and Ugly Purified Water, tackling the Ugly Truth of plastic pollution.
Since launching in 2016, the brand has become the top-selling flavored water in the UK, expanded distribution into the U.S in 2018, and seen 500% YoY growth on their DTC channel.