Raising the Glass: First Pour

---

Raising the Glass: First Pour is a bold new industry-wide incubator initiative designed to accelerate the growth of women-founded challenger brands in the drinks industry. First Pour is built by the industry, for the industry, independent of any single retailer, but powered by a coalition of industry champions who believe in inclusive innovation. First Pour is uniting producers, buyers, investors, and thought-leaders to help women and under-represented founders flourish.

Each year, a small curated cohort of early-stage businesses will receive structured support, access to resources, and deep connection to a powerful community, culminating in the chance to pitch at The Mixer, Raising the Glass’ flagship trade showcase. This transformative 12 month journey includes access to sector expertise, mentoring, investment insight, and a collaborative founder community.

To accelerate the success of women-founded start-ups in the drinks industry by providing expert-led, inclusive, and connected support, catalysing the next generation of diverse, disruptive drinks brands.

• Accelerate the growth of women-founded start-up drinks brands
• Connect founders to space, mentoring, investment, and market opportunities
• Build a community of peer-to-peer mentorship and sustainable allyship
• Champion inclusion and visibility across the drinks ecosystem

 Building a drinks brand is often a solo act. First Pour exists to change that.

Across twelve months you join a cohort of founders walking the same road, learning from each other and from the experts we bring into the room. The year is structured, but the community runs throughout, in person, virtually, on WhatsApp, in the gaps between.

It is not a service you buy. It is a community you contribute to.

• 10 June 2026: applications open

• 31 July 2026: applications close

• Early September 2026: cohort confirmed

• Late September 2026: virtual welcome session

• October 2026: day visit to The Mixer

• October 2026 to September 2027: structured community programme

• October 2027: exhibit at The Mixer 2027

First Pour is built for founders building challenger drinks brands. Soft, functional, alcohol, kombucha, RTD, dairy, ta, coffee, anything you can pour. Pre-launch through to trading, both are welcome. What matters is the founder, the product, and the willingness to show up generously for the cohort around you.

You should apply if:

• You are the founder or co-founder of a drinks brand

• Your brand is women or majority-women founded

• You can commit to attending the quarterly face-to-face and virtual sessions

• You want to be in a room of founders who get it, not a service that hands you answers

This might not be the right year if:

• You are looking for one-to-one consultancy rather than a peer community

• Your diary cannot stretch to the quarterly commitments

• You are still pre-formulation and have not yet committed to building this brand