Is The Drinks Bakery Still in Business? (2026 Update)
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Look for The Drinks Bakery on AmazonFull story →Andy Murray pitched savoury biscuits made to be eaten alongside a glass of wine or a beer, rather than on their own, in series 16.
This one is doing well, with far more shelf presence today than it had on the night it pitched.
A Joint Investment
Murray wanted £50,000 for a quarter of his company, and Peter Jones and Deborah Meaden chose to split the cheque between them rather than compete for the whole stake.
That combination gave the biscuit business Jones's retail contacts alongside Meaden's reputation for backing tidy, well-managed consumer brands. Public company records confirm it was set up in 2016 and remains active, most recently filing accounts in March 2024.
Landing a Real Supermarket Order
The big win after the pitch was getting Sainsbury's to stock the biscuits in 235 branches, a meaningful leap for a business that had started out selling mainly to hospitality venues and gift buyers.
A supermarket that size does not add a small supplier without vetting them thoroughly first, and holding onto that shelf space years down the line suggests the biscuits are still selling, not just that the launch went well.
Not Just Riding on One Deal
Alongside the supermarket contract, the company still supplies bars, hotels and corporate gift orders, giving it several income streams rather than betting everything on one retail relationship.
The brand sells directly at thedrinksbakery.com and keeps marketing the range around its original hook, savoury biscuits built to be paired with a drink rather than eaten alone.