top of page
  • Writer's pictureTanya Louise

Alcoholic spread is a roaring success with Dragon


Nottingham producer, Joyful and Mellow is celebrating after winning the Small Business Sunday award, organised by Dragons Den star Theo Paphitis. And as a thank you, they have developed their own take on Theo’s favourite drink, Metaxa, the first Greek brandy created in the 19th century.

Joyful and Mellow went on to perfect a process and sent the former Dragon a handful of bespoke jars as a thank-you gesture for the nomination and eventual win. The CEO was then surprised when she received a letter from Theo thanking her for the special gift.

Founded in 2016, the luxury alcoholic spread company started out selling just the one flavour, Merlot. Promoted on Theo's Twitter account as #SBS, Theo reviews and chooses his most favourite small businesses, offering his own Twitter gravitas as a powerful platform for start-ups.

Joyful and Mellow CEO Carmen Beese stated, “The fact that Theo organises the event himself, and that he personally handpicked Joyful and Mellow, leaves me at a loss for words. It is absolutely thrilling when you see your own business venture receive this kind of recognition. It is a truly powerful validation.”


This is not the only award Joyful and Mellow went on to receive in 2018. Carmen Beese also accepted an award from WOW Championing Working Women, a campaign spearheaded by Jacqueline Gold CBE, chief executive of Ann Summers, which aims to recognise the achievement of women in business by selecting the most interesting businesses run by women in the UK.

The company saw strong interest for their Merlot proof-of-concept and, soon after, branched out developing flavour after flavour of alcoholic goodness. From their Prosecco with edible gold bestseller all the way to Brandy and Irish Cream “the ethos,” Carmen continues, “is to journey through the multitude of ways that we experience our favourite alcoholic drinks. They are authentically alcoholic rather than merely flavoured like the drink.”

From starting with just the one, Joyful and Mellow currently boasts of 17 fully-fledged flavours, some of which are seasonal, and are already at work developing two new recipes.

For more information visit:

1 view


bottom of page