Introduce yourself.

Howya! I’m Aileen and I’m the creator of Pure Craic. A Galway based company that is going only a few months. It’s a multivitamin powder drink I made for people who usually reach for caffeine and sugar-filled energy drinks. When I am not in the factory, I am a content creator in the gaming industry.

What inspired you to join the natural health sector?

I love helping people so I imagine it was something I knew early on. I grew up around food supplement manufacturing because it was the family business, so I was always learning about ingredients and what they do. I sometimes used to hang out in my friend’s mam’s health store after school. I was always curious about the products and the people coming in. Later on, when I was studying music and audio production in college, I ended up working part-time in a health store for two years then I managed a health store for 2 years. Talking to people every day, hearing their stories, and helping them made me realise I genuinely loved this world.

Where did you get the idea for your brand?

Gaming and content creation definitely had a big influence. I’ve spent years online and one thing I kept noticing was the heavy marketing of energy drinks on people. My friends and I were running on caffeine, sugar, and not much sleep, and our immune systems were in bits.

Because I’d worked in health stores, I knew there were better options out there, but most of the products looked intimidating to my friends and peers. The packaging wasn’t appealing to them, the flavours weren’t always great, and to get everything you actually needed, you’d have to buy multiple supplements, which can be expensive.

I wanted to make something simple, fun, and affordable. I checked the prices of regular energy drinks and thought, why not create something better? A product with natural ingredients, a flavour people would actually enjoy, and a name that would make them smile. Pure Craic started as a silly idea, but it just worked perfectly.  I wanted something that tastes good, gives you a boost, and doesn’t wreck your system.

What makes your brand unique?

The name gets people’s attention straight away but it’s more than that. I built Pure Craic around a vibe, not just a product. A funny name but the formula is no joke!

The packaging and artwork are designed with gamers, nerds, and fandom lovers in mind. I wanted something fun, collectible, and a little bit different, something you’d actually want to have on display instead of hiding in a cupboard. I’ve always been part of gaming and content creation communities, so it made sense to create something that speaks directly to the people I chat with every day. The combination of Vitamins, Minerals, Amino Acids and Nootropics to make a comprehensive formula would be what would keep us unique too and the fact that it comes in a sachet so its light and easy to travel with.

What are your company’s core values?

Honesty, quality, and communication with the people who support us. I’m proud that Pure Craic uses all-natural ingredients and tastes genuinely good. I care about making something that people actually enjoy drinking every day, and I’m always upfront about what’s in it and why.

How do you support your community?

Pure Craic is fully Irish and proudly made here,  supporting local employment. I try to support local wherever possible and donate products and merch to conventions and raffles for charity.

Online, I make sure to stay connected with the community. I post silly videos on TikTok and Instagram, break down the ingredients in fun ways, and share behind-the-scenes moments like packing orders. At the start, I even write handwritten notes for every order. I want people to feel like they’re part of the journey, not just buying a product.

What has been the most rewarding part of your brands journey?

Definitely hearing from people who’ve made Pure Craic part of their daily routine. Some of my friends have even cut down their caffeine intake because of it, which feels amazing. Seeing people excited to try it at conventions because they heard about it online or through someone else is surreal.

For me, the biggest win is knowing I’ve actually helped people. That was the whole point when I started, so every message and review means a lot.

What in your opinion makes Irish brands unique?

Irish brands put so much care into what they make. We’re known for high-quality ingredients and there’s a real pride in doing things properly. There’s a sense of authenticity with Irish-made products and I think people pick up on that straight away.

What is your favourite product from your brand?

You can’t beat the craic. Pure Craic is our first and only product…for now…to be continued!

Tell us about something that has shaped your brand?

Pure Craic is a mix of my two worlds. Working in health stores taught me about ingredients, quality, and what people actually need, while gaming and content creation showed me how to build a community and have fun with it. Bringing those together is what makes the brand what it is today.

What do you hope to accomplish in the future?

New flavours are definitely on the way once we can make it happen, and I’m working on a blog-style diary to build out the Pure Craic world and introduce new characters.
We’ve already shipped to the UK, the US, Australia, and across the EU, which blows my mind, but I want to keep growing. I’d love to have a Pure Craic van someday for conventions and festivals. At the end of the day, my goal is simple, I want people to feel good and enjoy every sip.