Easy-to-Serve Cocktails of Bar Quality for Consumers

Our story till now:

Last year we worked hard on the development of a new ready-to-enjoy cocktail range that is now fully ready to launch.

This new brand is designed, the IP is in our hands, the liquids are ready, the strategy is made including a strong cashflow model and the first big customer is interested and can push the green button soon to launch pre-summer 2024. But we cannot sign this contract before we have the money secured to launch the new range impactful, cover the workig capital need and have enough fuel to grow.

Something more about this new brand:

Say goodbye to boring, tasteless & unimaginative ready-to-drink cocktails and say hello to a new bar quality cocktail brand that is aimed at women between 25-35 who like to have a qualitative and easy-to-serve cocktail at-home.

The range consist of 5 of the most popular flavours in cans of 150ml.

The key sales channel is retail and convenience stores with a focus on the Netherlands & Belgium and a European growth ambition.

Cocktails are here to stay with a staggering 24% CAGR in 2023 of the ready-to-drink category (Source: JPMorgan). With a market size of Euro 3,5B in cans this is still a small part of the total Spirits market (Euro 103Bn) with lots of growth opportunities. The consumers drinking culture is changing towards more convenience and canned drinks. They want to enjoy a cocktail anytime, anywhere and be able to express themselves.

The brand takes the out-of-home experience of drinking a cocktail in a bar or restaurant towards to the home, BBQ or party of the consumer. It takes away the barriers of cocktail preparation as it is ready to enjoy! Consumers don’t need fancy shaking skills or to purchase lots of different ingredients.

The brand is looking for mainly working capital in return for equity. R&D and production is outsourced at professional and established partners which makes the brand easy to scale. The recipes and the brand assets are IP of the company. Working capital is needed to support larger production runs. Next to that investments are allocated to marketing and resources.

Business model:

The brand will be available for consumers via retail locations such as supermarkets, convenience stores, quick commerce and at major traffic locations such as airports and airlines.

Innitially we focussed on 1.500+ stores, but we choose for a more realistic base scenario to start smaller and scale up fast when we see enough traction.

The focus for 2024 is a distribution of 400+ stores. For international growth the business model is based on a distributor model. The brand will support them with a solid margin including A&P for marketing activities.

USP’s:

• In Europe consumers hardly has ice and shakers. We solve this. You just need to cool the can and use it as a shaker.
• nitrogen infused technique for a fun shake experience and perfect serve
• all liquids are vegan
• Premiumization in the RTD category –> Premium bar quality cocktail for consumers at home
• sustainable aluminium can
• no waist of ingredients

Investeringsbehoefte:

Bootstrapped so far: recipe development, brand development, all IP, Trial runs, market research. Total investment of 258K.

• Working capital for production (retail launch): =310K
• A&P for retail promo contribution and social marketing: 120K
• Resources: 100K

Ervaring founder(s):

The brand has been developed by a passionate experts in the beverage industry.

One of them already launched a batched cocktail brand for a corporate company and brought the brand from 1 mio NSV to +20Mio NSV in 4 years time. This owner has 100% of the shares at the moment.

The other key stakeholder has his own company that is making batched cocktails for the UK market. He made and delivered the recipes against a clear agreement with the owner of the brand.

Both business partners work closely together. They both understand the spirits and cocktail business and have proven that they can successfully scale startups, build brands, create high performing sales teams and grow a business  with a strong plan behind.

Overige relevante informatie:

Complete financial model available:

• P&L
• Cash flow forecast
• Production planning
• Financial Model made by expert in Beverage industry