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Transcript of Pitch Presentation
by STUART LOGAN
What its all about?
The start up
The need for something new
The Gin category
1st to market (Germany)
Venture capital funding
The bottom line
WHAT IT’S ALL ABOUT
Create a shift in luxury from
decadence to decisions.
BUSINESS CASE PRESENTATION
Lead the change in the luxury segment by creating sophisticated value from creative thinking.
Bring joyful consumption together with a world of sophistication.
brands: we need to position ourselves on the hub of change.
a position: beyond a positioning within the existing market, we need to create a unique, own-able and relevant perspective to escape an overcrowded market for Gin and shot drinkers.
is a registered trademark in all EU countries, South Africa and Brazil and solely owned (in concept, recipe and supply chain) by Noluvo UG, a registered company in Germany.
Noluvo UG is owned 100% by
Noluvo UG has no debt and has supported the complete WATTSHOT® concept from
private equity (2012-to date).
no claims, debts or loans
associated with Noluvo UG neither to all related aspects of the WATTSHOT® brand.
have we decided to create such a unique offering in an already crowded market place? The reason is simple…
FOR SOMETHING NEW
A limited selection of alcoholic shots at the bar
Same old, same old… selection of shots…
Something that’s not tequila, Sambuca, Jaegermeiser or Vodka...
A shot thats fun and can be enjoyed with friends.
Where is the choice of Gin in a shot?
WATTSHOT® - the first to market a ‘shot’ in the Gin market!
LET’S WELCOME WATTSHOT®
A new sophisticated world of drinking alcoholic shots. The new product to be launched under the WATTSHOT® brand is now
ready for launch.
It is a creation developed, having seen a need in the market for alternative beverage offerings with unique product packaging.
Combination of Gin and Cherry as these are the upcoming trends over the next 5 years.
The goal was to bring joyful consumption together with a world of sophistication.
First of a kind,
set a new trend
in the shot market.
Packaging - To date there is no alcoholic drink in the world served out of the WATTSHOT/Vial bottle concept.
THE PRODUCT (WATTSHOT)
Each pack contains 30 bottles of WATTSHOT per box
The unique packaging (the vial) is made from 100% glass
Contains 15ml of liquid
Its 30%ABV proof
Made up of Gin, Cherry blossom and natural plant extract
Product has been designed in Germanyit is 100% produced, packaged and sourced in Brasil
The first premium lifestyle shot concept on the market served in the unique packaging format.
has a one of a kind, unique mouth sensation, beyond just taste!
IT’S A RITUAL
... and with something enjoyed with friends more than once it becomes a ritual. WATTSHOT® made it fun and simple...
- Commitment to sustainability
The story of the plant extract company is why we have chosen to source the ingredients in Brasil… WATTSHOT® ingredients are created by sustainable farming program to help the local farmers. called: ‘Partnerships for a Better World’ program with the purpose, of bringing together all links in the production chain within a concept of partnership, relations in which a win-win prevails.
The program integrates end users, communities and farmers, promotes family farming, organic production, forest management and contributes to the sustainable development and distribution of income in the field, preserving the quality of life and the Brazilian biodiversity.
THE TARGET GROUP
From ideology to Identity
Sigma: Social Climber and Hedonistic Class
Over proportionate affinity to going out to clubs and bars
Up for experiments and trying new things
Appreciating the fun factor
Premium claims’ show steady growth
White Spirits claim the biggest market share
Positive trends justify higher prices and attract social climbers
Value for money is an increasingly important criterion behind purchasing decisions
Increase in Seasonal & Limited Editions offers
Premium trends show steady growth (year on year)
Ethical / Eco-friendly packaging
Need for more
stylish packing designs
(driven by interest in more premium drinks)
Alcoholic drinks are seen as
These trends combined with market insights have been part of the the
development process of WATTSHOT®
WATTSHOT® BRAND MODEL
1. Develop the value chain
2. Distribute and Recruit! Win people for both the purpose and the acceptance into the beverage market.
3. Grant access: Make WATTSHOT®
4. Entry point: Find the entry point to increase chance for conversion
5. Close the deal: Ownership of concept.
THE GIN CATEGORY
Gin has a strong presence and foothold in the United States, the United Kingdom and Spain.
However smaller markets are worthy of our attention.
The truth is, both media and gin fans alike aren’t talking about places like the Philippines. Surprisingly, it is the world’s largest Gin market with some
cases consumed a year.
Neither do we talk of India, the fifth largest market
It’s time we looked at those countries outside the big three, who are growing from strength to strength each year but somehow escape our radars.
, Sweden and Japan are all frontiers where Gin is flourishing.
Growth in Gin consumption is predicted at 1% for Germany in 2015.
Ferdinand’s Saar Dry Gin, Monkey 47 Gin, Adler Berlin Dry Gin, The Duke Gin & Elephant Gin are all examples showcasing the rise in Gin behavior
It may seem like static growth from an overall category perspective but there is a healthy undercurrent happening across the country.
Germany as a nation have a long standing tradition of fruit brandies and schnapps and some of that know-how can be seen playing out in the production of Gin. Case and point:
Total population: 83 million
Population aged 15 years and older (15+): 87% (72 million)
Population in urban areas: 74%
Income group (World Bank): High income
Total alcohol per capita (15+) consumption, drinkers only in liters of alcohol choices
Male: 20.4 liters
Female: 8.9 liters
Average 14.7 liters
Equating to 2.7 litres spirit per capita
8.3 million liters of Gin consumed in Germany per annum (275 million liters globally)
0.1 liters gin consumption per capita
Growth of 1% increase Gin consumption per annum
WATTSHOT® has a clear chance to position itself
All German legalities have been covered
Noluvo UG will act as an importer of the product and then distribute the product accordingly
The WATTSHOT® bottles are sealed, the WATTSHOT® packs of 30 are sealed and there is a secondary packaging around the WATTSHOT® packs of 12 in a carton
All Brazilian manufacturing permits, alcohol license and export license have been completed.
WHY STARTUP FUNDING?
FMCG companies like Unilever, P&G, Kellogg’s and Danone are under guard, as venture capital and tech-food startups are disrupting the Food & Beverage industry
Unprecedented amounts of money are being put into F&B businesses
F&B industry has been behind in terms of innovation
Entrepreneurship as a culture in F&B industry wasn’t very popular
However, western society has became more interested in what they consume.
Trends started and consumers were interested, furthermore what peer pressure suggested they be ‘part’ of.
Traditionally, the F&B industry are not interested to innovate. They play safe. They do not understand culture and values and they are not ready for what’s coming next…
Entrepreneurs managed to identify these gaps and the reason why they are trying to capitalize on them.
That is why we see these new services and products available to consumers.
Venture Capital and multinationals are preparing for growth
That is why we see so many new investment funds, accelerator programs and crowdfunding platforms which are targeted specifically for Food & Beverage industry
Few years ago there wasn’t any of these: FreshStartup, AccelFoods, Food Hatch, Cinnamon Bridge, NextFarm, CircleUp, AgFunder, CraftFund or many others…
During next 5 years we will see a dramatic shift in F&B industry
New startups will be disrupting every part of supply chain starting from growing, processing, distributing and selling food & beverage. We have to be prepared for that
Look around. F&B renaissance is happening at the moment –
the time is now
FINANCIALS - BREAKDOWN
THE BOTTOM LINE
WATTSHOT® BREAK EVEN ANALYSIS
STAGE OF DEVELOPMENT
In closing.. We are Ready!!
designed the recipe
created the packaging
sourced the complete supply chain (from ingredients to producers)
trademarked the logo in over 30 countries
registered the company
built the website with online shop
hand picked the suppliers
tested the market
spoken to bar & club owners whom have shown commitment to buy
all Export licenses are issued
…. and we are
ready for import.
A lead time of 8-12 weeks is required for the first order and WATTSHOT® is delivered to your door
Being the first premium lifestyle shot concept in the market.
a new market segment: we need to focus on pioneering the market for sophisticated luxury with a mature, respectful and holistic attitude.
as a brand: Get into the existing crowd and be acknowledged for having the standards, WATTSHOT® attributes.
1st TARGET MARKET - GERMANY
PREPARING FOR GROWTH
WATTSHOT® ex Works Brasil:
Bottle + Print Euro 0.209
Silicon Tap 20mm Euro 0.194
Top Flip Off 20mm Branca Euro 0.090
Bottling Euro Euro 0.091
Packing (30bottles) Euro 0.018
Packaging (30Bottles) Euro 0.030
Secondary packaging Euro 0.005
Gin (12ml) Euro 0.074
WATTSHOT® solution (3ml) Euro 0.180
Logistics Euro 0.197
Ex works Brasil (incl shipping to Hamurg: Euro 1.088
Import duty and VAT 26% Euro 0.232
Duty and Delivery paid Euro 1.322
Handling fee 5% (Brazil) Euro 0.066
Cost per bottle of WATTSHOT® delivered
** Calculated on MOQ 50,000 bottle order
Revenue: Euro 6 million
Profit: Euro 3 million
Break Even: Close of business in year 2017
WATTSHOT® are looking for a partner to support the business with a financial contribution of Euro 250,000 in return for a 25% share in the WATTSHOT® brand.
The investments to date, of approximately Euro 300,000 has all been private equity from friends & family, no loans or shares have been given or promised to any stakeholders.
4,44 billion liters vodka consumed
Rum, Gin, Whiskey and Tequila make up the big 5 of global spirit consumption.