Shaun May is the co-founder of Leuca, an Australian vodka-infused water brand offering a non-carbonated alternative to traditional RTDs. In this profile, he talks to Crumb Wire about building the next challenger brand in Australia’s drinks category. Tell us a bit about yourself – what’s your background and what led you to the world of food and drink? I’m one of the co-founders of Leuca, an Australian vodka-infused water brand. Before starting Leuca, I worked across both early-stage startups and corporate environments while at university to get exposure to how businesses operate at different stages. The idea for Leuca came from time spent overseas while on exchange in the US. We noticed vodka waters were everywhere on college campuses, yet when we came home and looked properly, nothing like it existed in Australia. Everything was carbonated. As someone who gets easily bloated, with many friends who felt the same, it was a frustration that kept coming back. I’d never expected to end up in the food and drink space, but the more we looked into it, the clearer the gap became. What started as a personal issue quickly turned into a simple idea: build something we actually wanted to drink ourselves, and thought our peers would too. Tell us about the product. What makes it unique? Leuca is a vodka-infused water. It’s made with just three simple ingredients: five-times distilled vodka, water, and natural fruit flavour. It contains no sugar, no carbs, and, importantly, no fizz. That’s what really sets it apart. The idea came from a simple insight: most people wouldn’t drink six soft drinks in a row, yet many end up having multiple fizzy RTDs in a session because there’s no alternative. We wanted to give people a lighter, still option that feels more refreshing and easier to drink over time. Talk us through the journey of your brand. What have been some of the key achievements and challenges along the way? We began working on the business in early 2024. Very quickly, we realised how complex starting an alcohol brand can be, particularly from a regulatory and manufacturing perspective. One of the biggest challenges was production. Because Leuca is non-carbonated, it requires nitrogen dosing rather than carbon dioxide, which significantly limited our manufacturing options. Product development took longer than expected, and when a manufacturer pulled out late in the process, our planned end-of-2024 launch was pushed to mid-2025. We deliberately launched in winter to build awareness ahead of summer. Since then, we’ve sold over 35,000 cans in our first five months, sold out multiple production runs, and built strong recognition in Bondi. Highlights include our City2Surf activation, where we sold close to 2,000 cans in a single day, and the launch of our third SKU, Lime Crush, which has quickly become a standout. Along the way, we’ve learned some hard lessons. From writing off an entire Apple & Blackcurrant run due to carbonation issues, to managing inventory, cash flow and regulation for the first time. Going full-time and choosing not to pay ourselves was a big leap, but one we believed in. How has the Australian market responded to the brand and what has surprised you most? The response has been extremely positive, particularly once people actually try the product. There’s often a gap between what people expect a vodka water to taste like and how smooth and refreshing it actually is, which tends to surprise them. What’s surprised us most is the breadth of our customer base. RTDs are often seen as a younger person’s category, but we’ve seen strong uptake across older demographics as well, particularly among women aged 45 and above. What is one thing you wish more people knew about the work you do? I think people often underestimate how hands-on it still is. As a small team, we do everything ourselves from packing orders and deliveries to unloading pallets and managing the warehouse. It’s far more physical and time-intensive than it might look from the outside. How do you see food and drink culture in Australia evolving and how does your brand fit in? Drinking culture in Australia is shifting in a few key ways. People are increasingly choosing to drink at home or in social settings rather than spending heavily on-premise, which has driven continued growth in retail and specifically RTD spending. At the same time, consumers are becoming more intentional about how they drink, paying closer attention to how products make them feel both during and after a session. Leuca sits at the intersection of both trends. It offers the convenience people want, while providing a lighter, non-carbonated option that feels easier to drink over time. It’s less about drinking more, and more about drinking better. What keeps you inspired as a founder? What keeps me inspired is seeing real customer reactions. Our weekly tastings are a reminder of why we’re doing this. Watching people try Leuca for the first time and being genuinely surprised by how good it tastes reinforces that we’re building something people actually want. What’s next for you and the brand? Next, we’re focused on expanding how Leuca is experienced. We’re preparing for an on-premise, on-tap keg trial, with venue and timing to be announced, which we see as an important step in introducing the brand in a new format. Alongside this, we’re exploring a range expansion, including a higher-ABV variant and potential new spirit bases. And finally, what do you like to do when you’re not at work? When I’m not working, I spend most of my time exercising and being outdoors. I’m big on running and swimming, and I’m usually at the beach whenever I get the chance. It’s how I reset and switch off. Find more food and drink features on Crumb Wire.
