Category Guide

The Best Dragons’ Den Liquor & Alcohol Products (2026)

Every liquor & alcohol product that pitched Dragons’ Den, the ones that landed deals, the ones still selling, and where to buy them.

Dragons' Den IndexUpdated 9 December 20256 min read

As an Amazon Associate I earn from qualifying purchases.

Liquor & Alcohol is one of the most-pitched corners of the Den. Across 21 seasons, 23 liquor & alcohol businesses have made the walk down the hallway, which makes it the number 12-largest category on the show. All that volume means the dragons have seen every version of the liquor & alcohol pitch, and that raises the bar for the founders who break through.

Of those 23 pitches, 8 closed a deal on air. That is a 35% success rate, comfortably above the show-wide average of 29%. The dragons clearly like this category. The products are easy to understand, easy to demo, and easy to sell. The average liquor & alcohol check came in around £63K.

The biggest moment in the category so far was Craft Clubs Ltd, which landed £75,000 for 12.5% in Season 14. Deals that size are rare anywhere on the show. They happen when a founder shows up with real revenue, a product the competition cannot easily copy, and numbers that hold up under a grilling. The rest of the top of the list tends to share those traits, so it is worth studying if you want to understand what a winning liquor & alcohol pitch actually looks like.

Touker Suleyman has been the most active dragon in liquor & alcohol, taking part in 1 of the category's deals. If you were a liquor & alcohol founder, that is the dragon you would want to aim your pitch at. Dragons gravitate to the categories where their own retail relationships and operating experience pay off, and the deal history makes those preferences easy to see.

Not every liquor & alcohol pitch became a lasting business, but a good number did. We have confirmed 20 liquor & alcohol products from the Den that are still actively selling, and the standouts are listed below with direct links so you can check current pricing. These are the pitches that turned a few minutes of television into a real, ongoing business.

Whether you are researching what sells, hunting for a product you saw on an episode, or just curious how the category has changed, the lists below cover both ends. You get the liquor & alcohol products you can still buy today, and the biggest liquor & alcohol deals in Dragons’ Den history. Figures reflect the deals as aired.