YEW is thrilled to announce the nationwide launch of its ‘super natural’ new range of bold and refreshing sparkling water drinks.
Available at Selfridges, online, and in select independent cafes and shops nationwide, YEW is the first British brand to offer an upbeat and distinctly delicious flavoured sparkling water as a genuine alternative to sugary and caffeinated sodas and energy drinks, both in taste and attitude.
With a strong emphasis on exceptional taste, YEW is initially launching with three flavours, Crisp Apple, Pink Rhubarb and Zesty Lemon, available in 440ml Tallboy cans. Created using British water that’s blended carefully with a bold, bright hit of a fruit, YEW contains no sugar, no calories and no unnatural ingredients – providing clean, crisp and healthy refreshment.
Soft seltzer has emerged as the fastest-growing category in hydration, with the market expected to grow by 12.6% this decade. This growth has largely driven by a consumer shift away from sugary sodas towards healthy, innovative drinks that offer clear ingredient transparency.
Francesca Zampi, YEW co-founder says, “I spent nearly a decade living in the US, where stylish soft seltzers are mainstream, and noticed a significant gap in the UK market for similar healthy drinks with a compelling story and uplifting vibe.
“Every time I returned to the UK, I was struck by the absence of such options. When I finally moved back to London, the potential to tap into this underserved market was increasingly exciting, and that’s what led me to create YEW, a brand that brings a fresh option to the shelves with dynamic branding and vibrant flavours.”
The word YEW was coined by surfers as the yell of celebration when catching a wave, an exclamation for something epic and euphoric, reflecting the brand’s connection to positive, peak experience and a celebration of life’s most exhilarating moments. YEW encourages everyone to ask themselves the question central to its story: WHAT MAKES YOU YEW?
The Tallboy cans were designed in collaboration with It’s Media, the agency behind cult London bagel shop It’s Bagels, inspired by ‘90s skateboarding culture, early Nintendo graphics, and vintage comic books, blending nostalgia with energetic timelessness.
Developed by female entrepreneurs and friends of twenty years Francesca Zampi and Angela Howard Stone, in partnership with Neil Hinchley of Crate Brewery, and backed by South Park creator Matt Stone, YEW is already capturing significant online attention and engagement, with one of YEW’s first Instagram posts garnering nearly 2 million views.
The partnership with Selfridges marks the beginning of YEW’s nationwide journey, with plans for a broader rollout across leading grocers over the coming months, accompanied by marketing, experiential, and sampling activation.
YEW will be found in 440ml fully recyclable cans online, in Selfridges, and independent cafes and shops nationwide from September with a RRP of £2.
