At the age of 32, Alex Wright co-founded and now serves as the chief executive of Dash Water, a brand specializing in flavored sparkling water made from “wonky” or imperfect fruit. Launched in 2017 with Jack Scott, Dash Water has successfully raised £21 million from investors such as Patrice Evra, the former Manchester United footballer, and David Milner, the ex-chief executive of the bakery group St Pierre, as well as from venture capital firms like Beringea. Dash Water’s reach extends to 20 international markets, including Australia, where a production facility was set up in 2020 during the peak of the Covid-19 pandemic. This year, the company aims for £34 million in sales, with 75% in the UK, 15% in Australia, and the remainder from other export markets.

The initial phase of Dash Water was the most challenging, with a steep learning curve exacerbated by the isolation of not knowing the ropes. Even as the chief executive today, 60% of Alex’s tasks involve unfamiliar territory.

Manufacturing posed a unique challenge despite the simplicity of their ingredients—just food, water, and bubbles. However, creating this delicate liquid presented significant difficulties.

One notable experience occurred at the company’s inception. At age 24, Alex, accompanied by Jack, embarked on a ten-hour drive to Wales in search of the UK’s finest spring water. Returning to North London with a cubic tonne of water, they encountered a puncture and struggled to maintain their portable canning machine. Although everything initially seemed in order, the first batch of cucumber-flavored drink tasted off due to uncleaned equipment, a deflating moment only mitigated by camaraderie and resolve.

Early Export Endeavors

Dash Water gained rapid international traction due to global concerns over sugary soft drinks and food waste. Brexit complicated matters, pushing the company to explore beyond Europe prematurely.

Australia emerged as a promising market due to high demand and a cultural emphasis on wellness, sustainability, and provenance. To maintain a low carbon footprint, Dash decided to establish local manufacturing in 2020, facilitating exports to New Zealand, Singapore, and Hong Kong.

Initially, the team avoided committing to supermarket listings, prioritizing logistics and a proper setup. Yet, a surprise opportunity in February 2020 led to a listing for five product lines in Woolworths, Australia’s largest supermarket, starting in July 2020.

Critical Decision-Making in Meeting Demand

Despite preparations falling apart in May due to unforeseen supplier issues from Dubai and later Vietnam, the team creatively navigated these obstacles, ultimately producing in Australia just in time. The first Australian-manufactured products appeared on shelves before the UK team could sample them, an anxious but successful milestone. Support from local investors and a distribution expert in Australia was crucial to this success.

Round-the-Clock Efforts

As the launch approached, Jack worked tirelessly over Zoom with the can manufacturer, often between midnight and 4 am, to perfect the product design. Despite such relentless efforts, the company managed to establish a local team of four, combining UK and Australian members.

Visiting Australia in early 2021 was a rewarding experience, validating the intensive work and risks taken. Presently, Dash Water is also listed in Coles, Australia’s second-largest supermarket. Alex Wright maintains daily communication with the Australian team, often starting at 7 am.

The key take-away from this export venture is the importance of testing products in new markets despite imperfections. Starting with small batches exported from the UK, Dash Water gathered valuable customer feedback, paving the way for broader retail interest. Alex Wright emphasizes the need for businesses to get their products out, learn from initial reactions, iterate, and then relaunch.

Alex Wright’s insights were shared with Hannah Prevett, deputy editor of the Times Enterprise Network. https://www.thetimes.com/business/enterprise-network