King of Drinks

Rosie Baker is Marketing Week’s specialist on sustainability and retail.

Word on the street, well Twitter, is that Will King, the founder of the King of Shaves male grooming brand, is looking to launch a drinks brand, with a CSR bent.

What this means in real terms I’m not sure. King of Beers? King of Juice? King of Fizzy Pop?

It seems as though the brand concept and strategy  is already formed – including a slogan – and is just awaiting interest from the drinks industry to put it into action.

It might seem an incongruous leap from male grooming to drinks, but a strong brand idea is a strong brand idea in whatever category.

King of Shaves is a challenger brand that’s gone from strength the strength in the UK. It spawned the women’s shaving range Queen of Shaves, which is the only real competitor to Gillette and Wilkinson Sword in the women’s market.

King also launched spin off male grooming brand Kings 1965 in partnership with Boots, earlier this year.

If King’s drinks brand ever comes to fruition I’ve no doubt that it will give the bigger brands a run for their money just as King of Shaves has done in its segment.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here