Product Update

Is Victor's Drinks Still in Business? (2026 Update)

Is Victor's Drinks from Dragons’ Den still around in 2026? The deal it made, the dragons who invested, and where to buy Victor's Drinks today.

Dragons' Den IndexUpdated 2 May 20266 min read

As an Amazon Associate I earn from qualifying purchases.

Victor's Drinks pitched a make your own cider kit in series 12 and left the Den with a deal on the table. The founders never actually took the money, and the brand itself does not exist under that name any more, but the underlying business is still very much alive, just wearing a different name.

The Short Answer

Victor's Drinks as a brand is not still trading. But the company behind it did not fold. Founders Alex Dixon and Ralph Broadbent evolved the business into The Greater Good Fresh Brewing Co, best known for its homebrewing device The Pinter, which is a genuine going concern today. So the honest answer is yes and no: the name is gone, the business is not.

The Pitch

Dixon and Broadbent appeared in series 12, episode 3, pitching a kit that let customers brew their own cider at home in around ten days. They asked for forty thousand pounds for 25 percent of the company, a fair-sounding split for a product that was already selling into more than 130 stockists nationwide.

The Dragons responded well. Duncan Bannatyne agreed to put in the full forty thousand pounds for 25 percent, dropping to 15 percent if the founders hit their profit targets within three years, which is the kind of milestone structure that shows up when a Dragon likes the product but wants the founders to prove the growth first.

The Deal That Never Closed

Here is the twist. Dixon and Broadbent decided not to go ahead with Bannatyne's investment after filming. That is a choice founders make more often than people assume, usually because a better funding option turns up, or because the terms look worse once the cameras are off and the lawyers are on the phone.

In this case, walking away from Bannatyne's money did not slow the founders down. Victor's Drinks kept expanding its retail footprint on its own, rolling out speedier kits and eyeing exports to Europe and the US in the years after the episode aired.

From Cider Kits to The Pinter

Around 2020, the founders rebranded the business as The Greater Good Fresh Brewing Co and launched a new product called The Pinter, a countertop unit that lets people brew fresh beer or cider at home. It was funded through a Kickstarter campaign that raised more than fifty five thousand pounds from around 700 backers, a strong signal that the founders had built real trust with their existing customer base.

Dixon and Broadbent were not first time entrepreneurs even before Victor's Drinks. The pair also built the Y Not Festival from a garden party into a 25,000 capacity event with headline acts, before selling that business. That track record helps explain why the pivot from cider kits to a full home brewing device landed as smoothly as it did.

Why Turning Down the Money Worked Out

It is worth pausing on how unusual this outcome is. Most founders who walk away from a Den deal do so because a better offer appears elsewhere, or because the terms fall apart in diligence and there is no real choice left. Here, the founders had money on the table and chose to keep growing on their own terms instead, then used that independence to pivot the entire business model a few years later without having to negotiate that change with an outside investor first.

That flexibility likely mattered when the pivot to The Pinter came. A homebrewing device is a bigger, more capital intensive product than a cider kit, and having full control of the company's direction, rather than answering to a Dragon with 25 percent (or 15 percent) of the equity and a different vision, may well have made that shift easier to execute cleanly.

Where Things Stand Now

So Victor's Drinks the brand has effectively retired, folded into The Greater Good Fresh Brewing Co and The Pinter. The founders turned down the Den's money, kept building anyway, and ended up running a business that has clearly outgrown its original cider kit roots.

If you are searching for Victor's Drinks today expecting a cider kit to turn up, you will not find one under that name. What you will find, if you look for The Pinter or The Greater Good Fresh Brewing Co, is the same founders still in business, just further down the road than where the Den first met them.

Where to buy Victor's Drinks

Still selling as of 2 May 2026. Check today's price and availability.

Check price on Amazon

Affiliate link — we may earn a commission at no extra cost to you.

See the full Victor's Drinks deal breakdown and term sheet →