AFL young guns create this doozy 

April 21, 2022
By Ioni Doherty

Sydney Swans players Oliver Florent and Will Hayward along with Harry Hayward, have partnered with Richards Rose to create an alcoholic sparkling water, Doozy.

The creators say that they are not pretending to save the world. They just want people to reconnect and have some fun after a long period of restraint and restriction. 

“When Will and I were in lock-down hubs playing AFL last season, we had plenty of time to dream up a business. We had seen the explosion of seltzers in the US and felt there was a way to do it better in Australia. We then met the team at Richards Rose and decided to join forces an establish Doozy using our own seed capital to make 5000 cases and start selling at the right venues” said Ollie Florent, co-founder. 

“Using a colloquial term like ‘doozy’ just brings a smile. It’s an easy going attitude and we have deliberately kept the brand mainstream with colours, identity and flavours versus trying to be too narrow and trendy. Our plan is for the long term and for doozy to turn up in other categories where people are craving a lighter style and attitude with their drink choices,” said Digby Richards, CEO of Richards Rose and co-founder. 

The brand is launching with two popular flavours, lime and mango, to be distributed through independent retailers, bars as well as Boozebud.

Recipes were developed by renowned former Carlton & United Breweries brewer Mick Jontef and produced with Tribe Breweries. A new production run and flavours are in the planning.

Beyond the great brand and tasting product, the team say their networks are the key to “amplify the brand and build a groundswell of following fuelled by an always on social media strategy and program”.

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