The pitch
What walked into the Den
Andy Murray brought The Drinks Bakery to Dragons' Den in season 16, which aired in 2018.
In the pitch, The Drinks Bakery asked the Dragons for £50,000 for 25% of the business, valuing the business at about £200,000.
After the show
What happened next
On air, The Drinks Bakery agreed a deal of £50,000 for 25%, backed by Peter Jones and Deborah Meaden. The terms are quoted from the aired episode as public record.
Our read
The Hub verdict
Getting both Peter Jones and Deborah Meaden onto one deal is not a small thing, and Andy Murray managed it at his asking terms. The Drinks Bakery sought £50,000 for 25%, a £200,000 valuation, and the two Dragons split the investment without pushing for more equity.
Biscuits engineered to pair with wine and beer is a specific, giftable food proposition, and when two heavyweight investors co-sign a raise that modest it usually reflects belief in the concept's retail and hospitality potential rather than a need to spread risk. Murray kept three-quarters of the company and secured two well-connected partners in one move.
Two big-name Dragons, one modest ask, no equity added.
