Our Story
SOBA CIRCUS WAS BORN FROM A FEELING - SOMETHING WAS MISSING
After years on stage performing around the world, DJ & producer Nic Fanciulli kept coming back to the same question.
Why did Non- alcoholic drinks feel like an afterthought?
Functional, Perhaps but rarely something desirable, or worthy of the moment.
Everything felt disposible
CANNED. PLASTIC. LOUD IN ALL THE WRONG WAYS
What Nic longed for didn’t exist yet:
A non-alcoholic drink that looked as good as it felt, delivered clean, natural energy, and respected both the body and the ritual of drinking.
BEGAN AS THAT IDEA.
From the very beginning, this wasn’t about removing alcohol it was about adding
INTENTION
CREATING A NATURAL LIFT WITHOUT THE CRASH.
INGREDIENTS YOU CAN RECOGNISE AND TRUST. NO SYNTHETIC SHORTCUTS. NO CHEMICAL CONFUSION. JUST CLARITY, BALANCE, AND A SENSE OF ELEVATION THAT LASTS LONG AFTER THE LAST SIP.
To bring this vision to life, the recipe and functional profile were developed in collaboration with nutritionist Alexandra Emerson-White, whose expertise helped shape a formulation rooted in science & balance. Every ingredient was chosen with purpose, to support sustained energy, focus, and wellbeing, without overstimulation or compromise.
Nothing unnecessary. Nothing you can’t pronounce.
THE BOTTLE BECAME JUST AS IMPORTANT AS WHAT WAS INSIDE IT.
Over three years, the design and brand were carefully shaped and reshaped and obsessively refined until it became something Nic could imagine holding on stage.Something that felt tactile, premium, and creative.
A DRINK THAT BELONGED IN THE HANDS OF ARTISTS, THINKERS, DANCERS, AND ANYONE CHASING ENERGY WITHOUT COMPROMISE.
At the heart of Soba Circus is a shared vision.
Soba Circus is co-founded by Nic Fanciulli and David Folkman, bringing together creative instinct and deep drinks industry expertise.
Alongside them is Sophia Fanciulli, Nic’s wife and the brand’s creative lead, shaping the visual world, tone, and aesthetic that define Soba Circus.
Together, the trio balance artistry, design, and commercial craft, ensuring every detail, from formulation to form, serves a purpose.
