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June 4, 2027:
THE hotel and hospitality group SAVVY Collective has invested in CHANCE Cider – in a move which will help the fast-growing alcohol-free brand accelerate its expansion across the UK’s hospitality and live events sectors.
The tie-up comes after Steven Hesketh, the founder of the Chester-based SAVVY Collective, was left “hooked” after meeting CHANCE founder John Logue.
The investment follows a growing relationship between Mr Hesketh and CHANCE Cider, which became headline sponsor of the Cheshire and North Wales Food Festival over Easter after Hesketh stepped in to save the long-running event.
CHANCE Cider will also be served at this year’s Deva Fest, the major music and family festival within Mr Hesketh’s portfolio.
Mr Hesketh, who is also the owner of The Chester Townehouse, Hotel Wrexham and Queen’s Square Social, said: “I am so pleased to join the journey of CHANCE Cider. As a cider drinker, who actually drinks little, it was the perfect blend for me and when I had the privilege of meeting John the founder I was hooked. John’s passion and the quality of the product made it an easy decision to help share CHANCE with the wider industry.
“This year we made the decision to save the Chester Food & Drink Festival, and John stepped up immediately to put CHANCE Cider front and centre as headline sponsor.
“After all of this, when he mentioned he was looking for investment to take CHANCE to the next level, I had to get involved and here we are.”
The investment adds to Mr Hesketh’s growing presence across hospitality, tourism and live events through Savvy Collective, which recently received recognition within the tourism sector for its work across the region.
John Logue, founder of CHANCE Cider, said the partnership marked an important step in the brand’s next phase of growth.
“We’re thrilled to welcome Steven as an investor in CHANCE,” he said.
“After working together at the Chester Food & Drink Festival, where we were proud to be the drinks sponsor, it quickly became clear that he shared our vision for the future of alcohol-free cider.
“CHANCE has been built in hospitality. The majority of our growth has come from pubs, bars, restaurants and the incredible people who champion better drinks experiences for their customers every day.
“What really stood out to me when we first met was Steven’s passion for supporting the on-trade. Hospitality isn’t just another route to market for us, it’s a community and an industry you genuinely care about helping succeed.
“For me, that shared belief in hospitality is far more important than any individual activation or event. It’s the foundation for building something meaningful and long term. We’re excited to see what we can achieve with Steven on board.”
The investment comes as demand for premium alcohol-free drinks continues to rise across the hospitality sector, with CHANCE Cider aiming to build further momentum through partnerships, events and expanded on-trade distribution.
CHANCE Clean Cider
CHANCE Clean Cider is the UK’s first dedicated clean cider – refreshingly present at just 0.5% ABV. Crafted from real British apples and made by traditional cider-makers in Worcestershire, CHANCE delivers the crisp, full flavour and satisfying mouthfeel of a classic English cider – just without the fuzzy mornings.
Founded by John Logue, formerly Lucky Saint and CROSSIP, CHANCE was born from a clear gap in the market. Despite cider being the second most popular drink in UK pubs, there were no dedicated non-alcoholic cider brands available. John launched CHANCE to change that – offering consumers more choice in the growing low & no category, and giving drinkers the freedom to enjoy more while compromising less.
Stockists info:
CHANCE Clean Cider
ABV: 0.5%
Serve: 330ml glass bottle
Dietaries: Vegan and celiac friendly.
RRP: £25 per 12 pack
The Wine Society, Amazon and chancecider.com
SAVVY
SAVVY helps owner-led hotel, hospitality, and lifestyle ventures optimise assets, perform strongly, and grow sustainably through practical, experience-led management, consultancy, education, and investment support across the full business lifecycle.
https://www.savvycollective.co.uk
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Image source: Chance Clean Cider
