brand
Ugly Drinks
brand Ugly Drinks

Sparkling waters, flavored seltzers & energy drinks that taste better than they look; no sugar, no sweetener, no nonsense.

brand
Ugly Drinks Sparkling waters, flavored seltzers & energy drinks that taste better than they look; no sugar, no sweetener, no nonsense.

Overview

Date Established 03/2016
Founder Hugh Thomas
Headquarters New York, NY
Industries
Beverage
Website https://uglydrinks.com/
Press Contact Madeline Watson
Social

Products

Candy Cane Sparkling Water
Candy Cane Sparkling Water $2.99
Energy Variety
Energy Variety $22.49
Fruit Punch Sparkling Water
Fruit Punch Sparkling Water $2.99
Sparkling Water Variety Pack
Sparkling Water Variety Pack $22.49

About

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.  

Founding Story

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.

Bios

Founder Bio Image

Hugh Thomas

CEO and Co-Founder
see bio chevron

Hugh Thomas is the CEO and Co-Founder of Ugly Drinks. Hugh is originally from the UK and led marketing at Vita Coco in Europe before leaving to start Ugly Drinks in 2016 out of concern for the distinct lack of unsweetened options and authentic brands in the beverage chiller. 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. Co-founded with Joe Benn (who remains in the UK), Hugh is now based in NYC.