AFL Stars And Richards Rose Join Forces To Create Doozy

Sydney Swans players Oliver Florent and Will Hayward, as well as Harry Hayward, have joined forces with Richards Rose to create and launch doozy, alcoholic sparkling water.

Doozy aims to leverage the explosion in people’s desire for lighter style drinking beverages, with low calories and low carbs. Having reviewed the previous summer’s variety of brand launches, the doozy team were able to find a distinctive position for the brand. Unlike some brands out there, doozy is not pretending to save the world, they’re just wanting people to reconnect and have some fun after a long period of restraint and restriction.

“When Will and I were in lock-down hubs playing AFL last season, we had plenty of time to dream up a business. We had seen the explosion of seltzers in the US and felt there was a way to do it better in Australia. We then met the team at Richards Rose and decided to join forces an establish doozy using our own seed capital to make 5000 cases and start selling at the right venues” said Ollie Florent, co-founder of doozy drinks.

“Using a colloquial term like ‘doozy’ just brings a smile. It’s an easy going attitude and we have deliberately kept the brand mainstream with colours, identity and flavours versus trying to be too narrow and trendy. Our plan is for the long term and for doozy to turn up in other categories where people are craving a lighter style and attitude with their drink choices,” said Digby Richards, CEO of Richards Rose and co-founder of doozy drinks.

doozy launches with two popular flavours, lime and mango, and will be distributed through independent retail and bars as well as national ecommerce leader in Boozebud. The recipes were developed by renowned former CUB brewer Mick Jontef and produced with Tribe Breweries. Sales have been very encouraging across the first few months as doozy starts planning for a new production run and some further innovation.

Beyond the great brand and tasting product, it is how doozy finds its way into Sydney’s hottest bars and events that will be the difference. As prominent Sydney athletes, Will and Ollie will leverage their own networks to amplify the brand and build a groundswell of following fuelled by an always on social media strategy and program. These relationships extend to key retail bars and bottle shops where Will and Ollie are also hands on when it comes to sales, delivery, tastings and events – working around their football commitments of course. Richards Rose’s role is overall brand and product development along with commercial oversight with Harry Hayward.

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