Professional Documents
Culture Documents
p
inve proved
stm
ent
CRAFT IS KING
THE INVESTOR OPPORTUNITY FOR
CRAFT SOFT DRINKS
CAPITAL AT RISK 1
OUR VISION: RAIS
£500
ING
,000
£3.8M
CRAFT SOFT DRINKS
IS CRAFTED
TO BRING YOU UNCOMPROMISINGLY GOOD
FIZZY DRINKS WITH DISTINCTIVE FLAVOUR
2
GINGER REBEL STEELWORKS
OVERVIEW GINGER LEMONADE COLA & GINGER
ABOUT GUNNA:
CRAFT SOFT DRINKS WITH
TRUE CHARACTER
PINK PUNK
RASPBERRY LEMONADE
MUSCOVITE
LEMONADE & MINT
3
2nd 3rd
THE craft soft drink ADULT SOFT DRINK
GLOBAL INNOVATION
OVERALL SOFT DRINK
GLOBAL INNOVATION
CATEGORY CATEGORY
i
only
Intriguingly with tastes
complex character real
flavours BEATS LEADING COMPETITORS NATURAL JUICES AND FRUIT
IN TASTE TESTS EXTRACTS, NO NASTY COLOURS
OR PRESERVATIVES
le
ss
no
th
an
5% sugar
ic
st
a
ONLY 73 CALORIES PER CAN, CRAFT BRAND IMAGE
NO SUGAR TAX pl
4
STRONG MOMENTUM CRAFT SOFT DRINKS
5
4 CHARACTERFUL FLAVOURS CRAFT SOFT DRINKS
GINGER REBEL
GINGER LEMONADE
STEELWORKS
COLA & GINGER
PINK PUNK
RASPBERRY LEMONADE
MUSCOVITE
LEMONADE & MINT
INSPIRED BY A TRADITIONAL DRINK A DELICIOUS SOFT DRINK RECIPE CREATED BY INSPIRED BY A CLASSIC VIRGIN COCKTAIL INSPIRED BY A TRADITIONAL FRESH LEMONADE
CALLED ‘GUNNER’ ORIGINALLY CREATED CAPE TOWN’S THIRSTY STEEL WORKERS CALLED A ‘SHIRLEY TEMPLE’ POPULAR IN ASIA RECIPE SERVED IN MOSCOW
BY THE BRITISH NAVY
6
WHAT IS
CHARACTERFUL
FLAVOUR? SALTY
BITTER
SALTY
SOUR SOUR
SWEET
COMBINING COMBINING SWEET,
DIFFERENT FRUITS SOUR, SPICY
AND FLAVOURS Which Delivers a more & BITTER NOTES,
E.G LEMON, GINGER
& MINT multi-dimensional + RATHER THAN BEING JUST
SWEET AND/OR SOUR
multi-sensorial
taste experience
7
Taste is the HOW
M
DO Y UCH
LIKE OU
CRAFT SOFT DRINKS
key driver
TAST THE
E OF
…?
GUNNA 6.9
PINK PUNK
of choice
GUNNA 6.7
MUSCOVITE
GUNNA 6.5
GINGER REBEL
Millennials love the distinctive, SAN PELLEGRINO 6.5
characterful flavour of gunna LEMON
GINGERELLA 5.6
FEVER-TREE 4.8
GINGER BEER
FENTIMANS 4.6
LEMONADE Source:
Representative sample
of 100+ consumers
8
GINGER REBEL STEELWORKS
OVERVIEW GINGER LEMONADE COLA & GINGER
PINK PUNK
RASPBERRY LEMONADE
MUSCOVITE
LEMONADE & MINT
9
MARKET RETURNS CRAFT SOFT DRINKS
IN NUMBERS
Craft soft drinks can generate
exceptional investor returns
56%
*
• C RAFT BEERS, SPIRITS & MIXERS HAVE GENERATED
SIGNIFICANT SHAREHOLDER VALUE, WITH SEVERAL GROWTH OF CRAFT SOFT DRINKS
VS LAST YEAR
HIGH PROFILE EXITS AND 2 UNICORNS CREATED
• T HE SAME CONSUMER AND RETAILER TRENDS ARE
NOW DRIVING RAPID GROWTH IN CRAFT SOFT DRINKS 2.7 X
HIGHER
*
A LOVE
THING REVENUE PER LITRE CRAFT
SOFT DRINKS VS LAST YEAR
YOUNG ADULTS RETAILERS NEED
£500M
LOVE CRAFT BRANDS PREMIUM GROWTH
CRAFT BEER, SPIRITS, SNACKS, OPPORTUNITIES
DAIRY & NOW CRAFT SOFT MAINSTREAM CARBONATES
DRINKS ARE GROWING FAST REVENUE PER LITRE IS FALLING PROJECTED SIZE OF CRAFT SOFT DRINKS
address several
strategic issues for retailers
LACK OF
FALLING EXCITEMENT CONSUMER
REVENUE IN MAINSTREAM HEALTH
ENVIRONMENTAL PER LITRE CARBONATES AISLE CONCERNS
CRAFT DRINKS CRAFT SOFT CRAFT BRANDS ARE CRAFT SOFT
ALLOW RETAILERS DRINKS REVENUE ENGAGING & EXCITING DRINKS OFFER
TO REDUCE PER LITRE IS 2.7X TO CONSUMERS A HEALTHIER ALTERNATIVE
RELIANCE ON HIGHER THAN MAINSTREAM TO CONSUMERS
(ESPECIALLY NON-DRINKERS)
PLASTIC CARBONATES
12
RETAIL SPACE CRAFT SOFT DRINKS
6
Competitive context
Soft drinks is a repertoire market,
with consumers typically buying
10-15 different brands/products each year.
CONSUMERS ARE OPEN TO NEW SOFT DRINKS BRANDS.
13
GINGER REBEL STEELWORKS
OVERVIEW GINGER LEMONADE COLA & GINGER
PINK PUNK
RASPBERRY LEMONADE
MUSCOVITE
LEMONADE & MINT
14
A team with strong commercial experience & CRAFT SOFT DRINKS
80 STAFF IN TOTAL
30 IN SALES & MARKETING
50 IN SUPPLY CHAIN, FINANCE & CUSTOMER SERVICE 15
OUR KEY PARTNERS CRAFT SOFT DRINKS
• EUROPE’S NO.1 CONTRACT SOFT • STRONG TOP TABLE RELATIONSHIPS WITH MAJOR
• WORLD LEADER IN FLAVOUR DEVELOPMENT DRINKS MANUFACTURER RETAILERS. THEY ALSO HANDLE ALL
BACK OFFICE ACTIVITIES FOR GUNNA
• THEY PRODUCE THE JUICE COMPOUNDS • THEY PRODUCE DRINKS FOR MAJOR
THAT ARE THEN BLENDED INTO CANS/BOTTLES UK RETAILERS AND OTHER 3RD PARTY • INCENTIVIZED TO DRIVE RAPID GROWTH THROUGH
BY OUR MANUFACTURER REFRESCO BRANDS LIKE US A SHARE OPTIONS SCHEME
• WORK CLOSELY WITH GUNNA TEAM • BRC A+ ACCREDITED FACTORIES • THIS PARTNERSHIP REDUCES THE
AND SENSORY PANELS TO CREATE RECIPES INVESTMENT NEEDED TO SCALE GUNNA,
• COMMITTED TO BEING EUROPE’S BECAUSE GUNNA DOES NOT NEED TO HIRE
THAT BEAT MAINSTREAM COMPETITORS
LOW COST MANUFACTURER NEW PEOPLE IN ORDER TO GROW
IN TASTE TESTS
16
driving DISTRIBUTION growth CRAFT SOFT DRINKS
17
How will we grow? ove
Our
CRAFT SOFT DRINKS
18
marketing strategy CRAFT SOFT DRINKS
purchase we have a
IN-STORE decisions are great tasting
PROMOTIONS made at point prodUct
of sale
19
SWOT ANALYSIS CRAFT SOFT DRINKS
STRENGTHS OPPORTUNITIES
• HIGH TASTE TEST SCORES = HIGH REPEAT PURCHASE • RAPID GROWTH OF CRAFT FOOD & DRINKS BRANDS ACROSS
• PARTNERSHIP WITH EUROFOODBRANDS ENABLES GUNNA TO DIFFERENT CATEGORIES
SCALE QUICKLY & EFFICIENTLY • RETAILERS ARE LOOKING FOR OPPORTUNITIES TO PREMIUMISE
• EXPERIENCE OF TEAM - FOUNDER PREVIOUSLY EXITED SOFT DRINKS
BUSINESS • EXPORT TO MIDDLE EAST & NORTH AFRICA
• STRONG DISTRIBUTION BASE TO GROW FROM - SAINSBURYS,
ASDA, CO-OP, WH SMITH & NISA
WEAKNESSES THREATS
• MAJOR BRANDS COULD TRY AND ENTER CRAFT SOFT DRINKS • BREXIT: GUNNA’S MITIGATION PLAN IS TO MOVE ADDITIONAL
• LIMITED FUNDS TO BUILD BRAND AWARENESS STOCK OF RAW MATERIALS INTO UK COLD STORAGE
20
financial plan CRAFT SOFT DRINKS
summary
2016 2017 2018 2019 2020 2021 2022
REVENUE £1,236 £37,940 £151,021 £406,321 £1,373,474 £3,753,360 £7,095,578
COST OF GOODS & DISTRIBUTION £698 £11,268 £76,733 £236,354 £741,585 £1,778,948 £3,215,444
GROSS MARGIN £539 £26,672 £74,288 £169,967 £631,889 £1,974,412 £3,880,134
GROSS MARGIN % 44% 70% 49% 42% 46% 53% 55%
PRICE & TRADE PROMOTIONS -£35,490 £20,613 £210,604 £110,421 £234,347 £519,336 £949,558
NET CONTRIBUTION £36,029 £6,059 -£136,317 £59,546 £397,542 £1,455,076 £2,931,405
NET MARGIN % 2914% 16% -90% 15% 28% 38% 41%
21
financial plan CRAFT SOFT DRINKS
22
GINGER REBEL STEELWORKS
OVERVIEW GINGER LEMONADE COLA & GINGER
PINK PUNK
RASPBERRY LEMONADE
MUSCOVITE
LEMONADE & MINT
23
WHY INVEST? CRAFT SOFT DRINKS
CAN GENERATE
• SEVERAL £100M+ CRAFT BEER & SPIRITS EXITS
• BREWDOG VALUATION £1.2BN -JUST 7 YEARS
VERY HIGH SHAREHOLDER RETURNS SINCE LAUNCHING
IN CRAFT BEERS & SPIRITS • THE SAME CONSUMER TRENDS THAT HAVE
FUELLED THE CRAFT BEERS & SPIRITS MOVEMENT
THE SAME WILL HAPPEN WILL NOW DRIVE CRAFT SOFT DRINKS
IN CRAFT SOFT DRINKS • SO CRAFT SOFT DRINKS WILL BOOM,
AND GUNNA WILL BE A LEADING PLAYER
24
FUNDING & USE OF FUNDS CRAFT SOFT DRINKS
25
VALUATION CRAFT SOFT DRINKS
COMPARABLE VALUATIONS
FEVER TREE DRINKS 2014 (AIM Listing) £14 MILLION £154.4 MILLION 11.0X
AVERAGE 6.6X
26
EXIT PLAN CRAFT SOFT DRINKS
27
Summary CRAFT SOFT DRINKS
BOOMING
GUNNA
HAS A STRONG
CRAFT BRANDS HAVE
GENERATED GREAT
DRIVEN BY THE SAME TRENDS
SHAREHOLDER RETURNS
CONSUMER PROPOSITION
THAT DROVE OTHER THAT HAS GENERATED WITH SEVERAL
VERY HIGH VALUE EXITS
CRAFT CATEGORIES GREAT TRACTION
WITH MAJOR RETAILERS
28
CRAFT SOFT DRINKS
THE CONTENT OF THIS PROMOTION HAS THEREFORE NOT BEEN APPROVED BY AN AUTHORISED
PERSON WITHIN THE MEANING OF THE FINANCIAL SERVICES & MARKETS ACT 2000. RELIANCE ON THIS
PROMOTION FOR THE PURPOSE OF ENGAGING IN ANY INVESTMENT ACTIVITY MAY EXPOSE AN INDIVIDUAL
TO A SIGNIFICANT RISK OF LOSING ALL OF THE PROPERTY OR OTHER ASSETS INVESTED.
WWW.GUNNADRINKS.COM
29