Nottingham entrepreneur invests in ‘first-of-a-kind’ beer

Scott Parsons

A Nottingham entrepreneur has made a significant angel investment into a high-protein alcohol-free beer brand, based in Birmingham.

Scott Parsons, managing partner of executive recruitment firm Forsyth Barnes, has stepped in to support the expansion of Lifted, helping the founders scale the business to meet the surging demand.

Lifted was set up by Tony and Rebecca Robinson. They say Parsons was drawn to the brand’s unique proposition — a first-of-its-kind alcohol-free beer infused with 10g of protein per can.

“I’ve always been on the lookout for game-changing products that challenge conventions and enhance people’s lifestyles,” said Parsons. “This brand does exactly that, offering a functional, health-conscious alternative to traditional beer while maintaining great taste. I’m thrilled to be part of its journey.”

With the investment, Tony and Rebecca Robinson will be able to scale production, enhance distribution, and bring their product to a wider audience. They say the company is already gaining traction in functional fitness gyms, climbing gyms, and endurance sports communities, where demand for innovative, performance-driven beverages is on the rise.

“This investment is a major milestone for us,” said Tony, co-founder of the brand. “Scott’s belief in our mission and his support will allow us to accelerate our growth and bring our high-protein alcohol-free beer to more athletes and health-conscious consumers than ever before.”