Drink Command Limited

No Deal

Self-serving draft beer

Season 13 · Ep 14 Liquor & AlcoholAired 31 January 2016

Best known from its Dragons’ Den appearance, Drink Command Limited is a self-serving draft beer in Season 13, where it won fans even without landing a deal.

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From the show

The Dragons’ Den pitch

£200K
Asked for: 10%
Offered equity: £2M
Sought valuation

Robbie Ward walked into the Den in Season 13, Episode 14 in the episode that aired 31 January 2016. Drink Command Limited, the self-serving draft beer, pitched in the Liquor & Alcohol category, one of 23 liquor & alcohol businesses to brave the Den across all 21 seasons.

On the carpet, the number was £200,000 for a 10% stake, which valued the company at £2M.

The dragons passed, and Drink Command Limited left without a deal. That's not always the end of the story. Some of Dragons’ Den's most successful companies were rejected on air and grew anyway, using the exposure (the "Dragons’ Den effect") to drive sales the dragons missed out on.

Drink Command Limited was one of 69 businesses to pitch in Season 13, where 24 deals got done. In the Liquor & Alcohol category overall, roughly 35% of pitches have landed a dragon across the show's history.

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Frequently asked questions

Where can I buy Drink Command Limited?

Check current price and availability on Amazon. Note that some Dragons’ Den products are discontinued or sold under a new name.

Did Drink Command Limited get a deal on Dragons’ Den?

No. Drink Command Limited pitched the dragons but left Season 13 without a deal.

What season of Dragons’ Den was Drink Command Limited on?

Drink Command Limited appeared in Season 13, Episode 14, which aired 31 January 2016.

How much was Drink Command Limited asking for on Dragons’ Den?

The founders asked for £200,000 for 10% of the company, a £2M valuation.

Dragons' Den Index may earn a commission on purchases made through links on this page. Deal figures reflect what aired; terms sometimes change after the show.