Emerging direct to consumer beverage maker Iris Nova has announced it has secured $15 million in seed capital to finance its future product launches.
The startup utilizes a SMS-based sales and communication platform that facilitates “friction-less direct-to-consumer transactions,” according to the company. Iris Nova will apply shared tech, operational infrastructure and data across its portfolio of non-alcoholic beverages, starting with it’s first launch, “Dirty Lemon.” It also owns two additional brands “The Drug Store,” and” Tres Limon.”
The seed funding comes from investments from the Coca-Cola Company’s Venturing & Emerging Brands division, GGV, Greycroft, CASSIUS, Imaginary Ventures, Betaworks Ventures, Lakehouse Ventures and Nebari Ventures.
In addition to the institutional funders, Iris Nova has attracted a network of prominent individual investors including entertainment executive Scooter Braun, former baseball star Alex Rodriguez, actresses Kate Hudson and Sophia Bush, investors Ron Burkle and Tim Armstrong, and LiveNation CEO Michael Rapino. It’s valuation is $60 million.
Iris Nova’s founder is Zak Normandin.
Photo credit: Zaccaria Boschetti