Northern Ireland’s Boozeberries secures a spot in the grand final of The Pitch 2011

The event, organised in association with print and digital services company Yell, was the last regional heat in the competition to find Britain's best small businesses.

Serial entrepreneur Karen Darby, marketing expert Carl Hopkins who has appeared on Channel 4's The Secret Millionaire and investor Will McKee decided to choose Boozeberries as it's already stocked in several branches of Tesco Northern Ireland.

The Pitch founder Dan Martin feels this association with Tesco makes Boozeberries a strong potential winner in the grand final due to take place in London's Pacha nightclub on November 18, where the overall champion will receive £50,000 worth of business support.

"Hughes won over the judges with a business that already has an impressive brand and is stocked by the UK's biggest supermarket," says Martin.

Joining Boozeberries in the final will be Cara Sayer whose company Snoozeshade will represent England, plus entrepreneurs Helen McAvoy and Naomi Kibble and their Welsh-based brand Rocktails, as well as Ross Dickinson whose business Kibosh will represent Scotland. A fifth wildcard contestant will also be selected from all the runners up by a public vote on during October.

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