Scottish MarTech company Hyble has secured $2 million (£1.5m) in venture debt financing from Virgin Money, funding that will accelerate the rollout of its new AI-powered platform and support expansion in the U.S. and European beverage markets.
The Edinburgh and Glasgow-based business, which specialises in helping drinks brands and distributors manage point-of-sale (POS) execution for the on-trade, said the investment would underpin the launch of Hyble 2.0, its next-generation platform designed to bring AI automation, speed and measurable ROI to beverage marketing.
The raise follows a period of rapid momentum for Hyble, with revenues up 93 per cent year-to-date compared with the same period last year. Growth has been driven by strong enterprise demand in North America and increased adoption across both alcoholic and soft drinks sectors in the U.S. and Europe.
One of Hyble’s biggest breakthroughs came through its work with Southern Glazer’s Wine & Spirits (SGWS), the largest beverage distributor in the U.S. The partnership demonstrated the platform’s ability to reduce print turnaround times by more than 60 per cent, cut operational costs, and improve field sales execution.
“Hyble 2.0 will harness AI to transform how menus and POS are created, deployed, and optimised — giving sales teams smarter tools, faster execution, and measurable ROI,” said Craig Letton, CEO and co-founder of Hyble. “This funding allows us to double down on innovation, expand our U.S. presence, and continue delivering for the world’s biggest beverage brands and distributors.”
As part of its next phase of growth, Hyble is hiring six new AI engineers across its Scottish offices, focusing on further enhancing automation and usability of the platform. In the U.S., the company has promoted Katie Hoare to General Manager and is expanding its sales team to capture rising demand.
Catriona Penny, Senior Director of Venture Debt at Virgin Money, said: “Hyble is a great example of the kind of high-growth, technology-led business we’re proud to support. Their focus on solving real-world execution challenges for global beverage companies with AI, data and operational speed is exactly the kind of innovation that will define the next generation of market leaders.”
With fresh capital secured and an AI upgrade imminent, Hyble is positioning itself to strengthen its foothold in the U.S. while cementing its reputation as a disruptive player in global beverage marketing technology.
