Young entrepreneurs Patrick Joyce and Oliver Feeney, founders of X-LITE were crowned winners of Lion’s Den 2022.

Lion's Den is a pitch event for elevating Irish food and beverage startups.

The pair came up with X-Lite, low-calorie, sugar-free, alcoholic drink, and walk away with a €10,000 Digital Marketing Package from Bradley:The Brand Agency, organisers of the Lion's Den event.

Commenting on their win Patrick Joyce and Oliver Feeney from X-LITE said “Winning Lion’s Den is a huge achievement. It adds to our credibility as young entrepreneurs and enhances the visibility of our brand nationally.

"Fantastic companies have won the Lion’s Den prize in the past, like Fiid and Everest. Their success is a testament to the quality of the competition. Now it’s our turn to step-up and carry on the baton. We are incredibly excited to work with Bradley:The Brand Agency."

In Association with

X-Lite beat fellow finalists Niamh Hegarty of BKultured (water kefir), Lisa Kleiner and Anna O’Sullivan of Nibbed (cacao products) and Deirdre Hynds of Unwind (evening snack bar).

Commenting on the return of the Lion’s Den event and X-LITE’s win Andrew Bradley, Managing Director of Bradley: The Brand Agency, said: “Our team are looking forward to working with Patrick and Oliver from X-LITE and helping them to elevate their brand. We will guide them with our services across digital strategy, planning, creative, advertising spend and evaluation along with digital insights and mentoring throughout the process to deliver their €10,000 Digital Marketing Package."

Colin Murphy, Managing Director of Premier Publishing & Events Ltd, who were co-sponsors of the event added: “We congratulate X-LITE on their success as this year’s winners of Lion’s Den and wish all the finalists the very best for the future and hope to see them all again at future Food, Retail & Hospitality Expo events."