Soba Circus, More Than A Drink

Meet Soba Circus. A brand with a clear idea, a vision, and an intention. The product isn’t chasing a trend, but is a response to a personal and generational shift. Led by Nic Fanciulli, who has spent decades behind mixers and reading rooms, creating energy, and shaping culture. 

For this special interview, we sit down with Nic Fanciulli, an artist and visionary within the music industry. His lifestyle has been shaped by nightlife, rhythm, and long nights powered by dance music, social connection, and staying energised. The beginning is still crystal clear for him:  “I’ve been DJing and touring for like twenty years now, so I’ve seen a lot of nightclubs and restaurants. And about three and a half years ago, I remember exactly where I was: I was in SPACE, Miami”, Fanciulli recalls. 

The idea sparked at a precise moment, one where he wanted something other than a “sugary energy drink” to keep him going while performing music to people, something he genuinely loves to do. It felt like a beat drop. “I wanted to create something that was good for you, that kept you awake, but didn’t come with the crash,” he shares. In the night culture, energy drinks are often the default fuel, but for Fanciulli, the goal was to innovate without compromising authenticity. “That was the initial origin of how Soba Circus was invented”, he says with a smile. This approach, which began as a personal need, quickly revealed itself to be collective, launching him on a journey to rethink how energy could exist in nightlife and everyday life. 

Back in London, the project took shape as he connected with the right people to bring the idea to life. He teamed up with David Folkman, who has spent over thirty years in the food and beverage industry, and immediately understood the assignment. Together, as co-founders of Soba Circus, they began building something intentionally different. Working alongside Alexandra Emerson-White - bio, one of the country’s leading nutritionists, they spent nearly two years refining the liquid to create a drink that fits effortlessly into daily routine, with a clean, unique taste. 

Reflected in the distinctive name of the brand are three key principles: impact, brevity, and clarity. “I knew I wanted two words”, says Fanciulli. The idea was to pair words that, on their own, might feel unrelated but, together, create something playful and memorable. “Soba” references the Japanese word for noodles and wheat, while “Circus” brings a fun and creative touch. Combined, they capture “the whole idea of coming to the circus, traveling circus, which is what I am basically when I am going on tour”, he jokes. 

“Soba Circus” naturally oriented the design of the bottle, envisioned as a subtle nod to a circus tent. Crafting an object that felt both original and authentic challenged the team across eleven designs before they found the perfect fit.  “We spent a lot of time in development,” he emphasises. Finally launching the brand was about more than just releasing a bottle; it was about presenting the audience with something that truly embodied its vision. “I did not want to release something that was gonna get forgotten, I wanted it to be timeless”, he adds. Recognizable instantly among many, made to be memorable. 

At the core of the liquid’s formula are nootropics. A word that sounds complex but whose effect is surprisingly simple. “Nootropic is a term for a category of substances,” he explains. “It comes from the botanical world, and it basically gives you an advantage.” 

Beyond the ambition to create something singular and unprecedented, the drink was built to function differently from conventional energy drinks. No crash, no sudden drop of energy. The addition of L-thenanine, another complex word with a simple meaning, plays a key role in how the body responds after just one sip, helping to create a more balanced, sustained feeling. While shaping a bottle meant to feel timeless and a liquid that tastes unlike anything else, the team is also educating along the way. They use their social platforms to start conversations and redefine what an energy drink can be. 

Touring with half-finished samples, sneaking them onto planes and testing them mid-set at actual shows, Nic Fanciulli wasn’t just imagining the drink; he was living it. 

That motivation mirrors the movement Soba Circus is stepping into, one shaped by a new generation redefining nightlife, productivity, and health. “I remembered going to work 15 to 20 years ago, and all the dance halls would be drinking alcohol,” he remembers. “Now, when I look at the dance floor, they are either drinking water or energy and health drinks.” 

Instead of chasing the shift, Soba Circus confronts it directly, launching at the perfect time to align with changing habits. Crafted to integrate effortlessly, whether at lunch tables or dancefloors. The right level of carbonation, a perfect balance that supports energy without excess. “I wanted to use it in every scenario,” Fanciulli says. “At dinner, at lunch, in the morning. I drink it regularly.” One of Fanciulli’s own favorites? Soba Circus with tequila and lime on the side. 

Looking ahead, Fanciulli speaks with clear enthusiasm about what’s next for Soba Circus. Beyond the bottle, the ambition stretches further. Inspired by brands like San Pellegrino, “I love how the brand’s been around for over a 100 years,” he says, Soba Circus is imagined as a lifestyle rather than just a drink. “Because for me, 25 years in the music industry, surely we can use that platform to bring creatives together.” Music, photography, fashion, the idea is to create space for emerging talent, merging worlds, and offering visibility to a new generation shaping culture today. 

Soba Circus intends to be promising. Youthful, creative, and built to last. The brand isn’t in a rush; it's here to exist meaningfully. For Nic Fanciulli, what comes next is about visibility, connection, and intention. 

“We delivered on something that we all believed in,” he mentions. Behind the deck, his close team is operating with expertise and artistry as he points out: the mastery of David Folkman, the precision of nutritionist Alexandra Emerson-White, and with his wife, Sophia Fanciulli, serving as lead designer and creative director. 

The next step is to try this iconic drink. You might be surprised by how unforgettable it tastes, better served chilled in the bottle. Available right now on their website sobacircus.com, at CornerShop, and soon on Amazon.