South East Technological University (SETU) student Sam McGrath has won national recognition for his innovative business venture.
South East Technological University (SETU) student Sam McGrath has won national recognition for his innovative business venture, Draught Craft Mixers. Sam took home the Best Pitch award and placed second in the poster category at the Student Inc national showcase.
Sam, a final-year student on the Level 8 Bachelor of Business (Management stream) course at SETU, developed Draught Craft Mixers after six years working in hospitality at The Vee Bistro. During that time, he saw the impact of shrinking margins and the scale of waste caused by single-use bottles and cans.
“The idea was to create a compact dispensing system designed to help small businesses improve margins while drastically cutting down on packaging waste,” said Sam.
His new venture builds on lessons learned through his earlier company, V-Vending Solutions, where he experienced first-hand the importance of scalability. Draught Craft Mixers takes this further by offering an eco-driven business model with the potential to expand nationally and internationally.
Participation in Student Inc, SETU’s summer student entrepreneurship programme, gave Sam the opportunity to test and refine his idea. He said the programme provided accountability, mentorship, and the confidence to think beyond a local solution.
“My top three takeaways were clear,” he explained. “First, customer discovery is everything — talking directly to cafés and bars shaped the design more than any theory could. Second, feedback from mentors and peers sped up my progress massively. And third, I came into the programme with an idea for a local solution and left with a scalable, eco-driven business model.”
Sam also credited the support of the Xcelerate Centre and staff across SETU with helping him on his entrepreneurial journey. “They gave me mentorship, space, and resources I simply wouldn’t have had access to on my own. SETU also connected me with industry experts, while Xcelerate gave me the confidence and structure to test, refine, and grow the idea.”
Dr Karl Haslam, interim manager of the Xcelerate Centre in Waterford, praised Sam’s achievement,
“The SETU Xcelerate Centres were delighted to host and mentor the SETU student cohort over the three-month programme of Student Inc 2025. Sam’s business concept, passion for success and previous experience culminated in a clear business plan and path forward, and we were delighted he claimed top prize at this year’s showcase. The Xcelerate Centre’s capacity to provide wrap-around services and support from ideation to implementation will enable Sam to pursue his dream of developing his concept into a thriving commercial business.
Carol Faughnan of the Technology Transfer Office at SETU, who co-managed the Student Inc programme, added,
“Programmes such as Student Inc help to drive a culture of commercialising research at SETU, giving students the confidence and support to turn ideas into ventures. Its success is paving the way for more student accelerators, strengthening SETU as a hub for future innovators. Watch this space for more opportunities in this area.”
Looking to the future, Sam aims to work with cafés and bars to demonstrate how his system can boost profitability while eliminating thousands of bottles and cans from the waste stream each year. His ambition is to establish Draught Craft Mixers as Ireland’s leading eco-driven beverage technology brand before expanding globally.
Sam acknowledged the value of his studies in preparing him for this success.
“Studying Business gave me the knowledge in finance, strategy, and operations — but more importantly, it taught me to think critically and adapt. In first year, I took an Entrepreneurship module where Dr Sharon O’Brien encouraged me when Draught Craft Mixers was just a passing thought. I also want to thank Margaret Tynan in the Growth Hub at SETU, who supported me when my only goal was to make my own soft drinks.”
Reflecting on his journey so far, Sam offered advice for other students:
“Don’t be afraid to fail upwards. If it feels ambitious or even slightly impossible, that’s usually a sign you’re on the right track.”
