The pitch
What walked into the Den
Noveltea appeared on Dragons' Den in season 16, episode 7, which aired in 2018, pitched by Lukas Passia and Vincent Efferoth.
In the pitch, Noveltea asked the Dragons for £80,000 for 30% of the business, valuing the business at about £266,667.
After the show
What happened next
Noveltea left the Den without a deal.
As of our July 2026 check, Noveltea was still on sale, which is why this pitch now carries a verified availability note.
Our read
The Hub verdict
Not every good pitch gets a Dragon, and Noveltea is a case in point. Lukas Passia and Vincent Efferoth asked for 80,000 pounds in exchange for 30% of their spirit-infused cold tea, a valuation of about 266,667 pounds, and left empty-handed. A no from the Den is not a verdict on the product; alcohol brands in particular often struggle in the room over margins, distribution and duty, none of which reflect whether drinkers like the liquid. Judged purely on the ask, the valuation was reasonable for a young drinks brand. The Den's rejection closes the on-air story but says nothing about what happened next, and any claim about the brand today would need its own verification rather than an inference from one televised no.
A confident drinks ask that the Den ultimately passed on.
Worth knowing: Deal terms reflect the aired episode and are public record. Availability can change, and we only add a buy link once we have confirmed a current listing.
