Believe by Jukes sits outside the brand's numbered 1, 6 and 8 series as a separately conceived product. Matthew Jukes has positioned Believe as the more accessible everyday option within the range, describing it in terms comparable to prêt-à-porter versus the haute couture of the numbered expressions. It is built on unfiltered apple cider vinegar and arrives ready to drink without mixing, with the brand associating it with the wellbeing properties attributed to apple cider vinegar. The drink is non-alcoholic and all-natural.