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IN SEARCH OF LUV
In the Summer of 2016 housemates George and Owen packed their bags and set off for their first international Pride experience. Fresh off the plane in Tel Aviv, they anticipated a weekend of loud music, mayhem and beautiful people - but what they found resonated much deeper: 200,000 people of all ages, genders and sexualities celebrating each other in a festival of acceptance and joy.
This diverse community left them with the profound feeling that they’d discovered something truly special. But how to bottle the magic and bring it home?
Nursing hangovers on the beach over lukewarm beverages, the boys
hit upon their eureka moment: while they’d had the time of their lives the night before, they hadn’t found anything they’d wanted to drink.
A combination of unhealthy options, inflated prices and corporate brands jumping on the Pride bandwagon didn’t resonate with their euphoric experience, and the boys spent the day discussing their ‘perfect' drink.
By the time they’d returned home, the plan to launch LuvJus was set firmly in their sights.
George and Owen’s mission was clear: to harness an atmosphere of fun and inclusivity in a product that would both celebrate and benefit everyone who bought it.
Their first drink blends flavour-enhancing pineapple, refreshing mint with fragrant jasmine. The second, a combination of rich, sweet blood orange and tangy pomegranate. With a dash of clean, crisp vodka and stamina-boosting Korean ginseng, their lightly sparkling, festival-friendly ‘Craft Pops’ stay colder for longer but keep the dance floor burning hot.
In keeping with the supportive nature they encountered, a proportion of profits of LuvJus will support LGBTQ+ charities and initiatives whilst providing a social platform celebrating the community through events such as comedy nights, art exhibitions and film screenings.