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Inc. 500 CEO @ Basemakers | Wharton Fellow | Helped scale 300+ CPG brands in retail | Follow us on our journey of building a world-class sales agency that builds brands from $0 → $100mm+

What if your next soda could taste like summer in a can?! Oliver Dixon & Rupert Pugsley made that happen with Something & Nothing | B Corp™. In 2017, they spotted a gap in the market: sophisticated sodas with unique flavors aimed at adults. They were quick to act, creating a brand that now resonates across major cities like London, L.A., and New York. The journey began when Olly (who owned a pub) wanted a break from alcohol without settling for the usual bland alternatives. The idea? Sodas made from natural ingredients, free from added sugars and artificial sweeteners. Teaming up with Rupert, they developed a lineup of unique flavors like yuzu, cucumber, and hibiscus rose. Their products quickly earned tasting awards for their quality! Despite early challenges, including exploding cans and logistical errors, their determination never wavered. Olly’s philosophy kept them grounded: "Don’t take your work too seriously—there are more important things in life." Today, Something & Nothing continues to innovate, adding a wine Spitz to their lineup of products. Something & Nothing's growth proves that creativity & quality can crave a path to winning on shelf. Proud to help retail execution for Something & Nothing with the Basemakers team!

17 Comments

Oliver Dixon

Something & Nothing (co-founder)

Thanks for the shoutout Max Baumann it takes a full crew to sail a ship and you are a key part of that. Thanks for your support and energy. Everyone loves a soft drink, but not everyone likes it very sweet - we've simply created a product and brand for those who like elevated flavour and ingredients.

7 Reactions

Rupert Pugsley

Something & Nothing

Thanks Max Baumann! It's been a great start with Basemakers - we've loved working with all of the team. We've got truckloads of exciting things to look forward to - new flavors, new listings and plenty of in-store activations. Excited to see S&N continue to come to life in stores across the US with the Basemakers team!