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Bloody Drinks

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We make Bloody good ready to drink Bloody Marys for supermarkets, premium retail, the on-trade, and D2C

156%
 - 
Funded 14 Jul 2022
£250,001 target
£396,284 from 293 investors
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Business overview

Location London, United Kingdom
Social media
Website www.bloodydrinks.co.uk
Sectors Food & Beverage Mixed Digital/Non-Digital Mixed B2B/B2C
Company number 11097855
Incorporation date 5 Dec 2017
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Investment summary

Type Equity
Valuation (pre-money) £3.5M
Equity offered 10.15%
Tax relief

EIS

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Business highlights

  • The only ready to drink Bloody Mary stocked in major supermarkets
  • 136% rise in Sainsbury’s distribution, & launched into Waitrose
  • Almost £350K in revenue last year*
  • Great Taste Award winning product
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Key features

  • Secondary Market
  • Nominee investment min. £11.44 +

Idea

Introduction

As Bloody Mary obsessives, we launched Bloody Drinks with the aim of becoming the first brand to take ‘ready to drink’ versions of our favourite cocktail to the UK mass market. Just over two years later, we’ve built a loyal community of direct customers, become the only Bloody Mary RTD on major supermarket shelves, and we’re making inroads in restaurant chains and pub groups. This is the start of something a bit Bloody special, and we’d Bloody love for you to join us.

Substantial accomplishments to date

Despite pandemics and lockdowns, we’ve had some wins we’re really Bloody proud of:

• Launched in Selfridges Christmas 2019

• Grew premium credentials, with listings in delis, bottle shops and award winning restaurants

• Launched into Sainsburys, summer 2020

• Spent 2021 growing on-trade presence, winning several key national wholesale accounts, launching in our first national pub group, and developing a product for Wagamama

• Won awards, including Best Canned Cocktail (The Evening Standard), a People’s Choice Spirits Award, and a Great Taste Award

• Negotiated a license to use and namecheck Lea & Perrins and Tabasco on products

• Further grew our grocery presence, listing on Ocado, increasing Sainsbury’s store count by 136%, and launching into Waitrose

• Grew the Bloody Family (our D2C community), with online sales up 286% from last year

• Signed up for 1% For The Planet

And with exciting conversations now progressing with airlines, hotels chains, and the UK's biggest pub groups, we’re only just getting Bloody started.

*Revenue data from unaudited management accounts.

Monetisation strategy

We currently have four main sectors which generate revenue, with a 5th (international) to come…

Retail
- Now: 3 grocers and a range of independents
- Target: Grow current grocery store numbers, list in Tesco, M&S, Morrisons, expand into convenience

On-Trade
- Now: One pub group, one casual dining chain, range of independents
- Target: 3 x casual dining chains and 1500+ pubs by Q4 2023

Travel
- Now: conversations with one major airline and one major hotel group
- Target: 3 x major airlines and 3 x hotel groups by Q4 2023

D2C
- Now: Sales grown over 286% over the last year, over 340 5* reviews, strong engagement
- Target: maintain customer acquisition, increase ad spend and engage community with new products, launch US D2C operation Q2 2023

International
- Target: A North America retail launch in 2024, once we’ve built a strong D2C community

Use of proceeds

Our business is in a rapid growth phase, and your investment will be used for

1. Marketing & Sales Activation

• Supporting our supermarket listings online and instore, alongside our first targeted billboard campaign

• Increasing our D2C ad spend across social media, as well as boosting google and amazon ad spend

2. Growing the team

• We’re looking for ambitious individuals who share our values and energy to come and join our team. Our first new hire will be a National Account Manager with a focus on retail and grocer, followed by a NAM for “out of home” drinking.

3. Production & NPD

• Rapid growth in distribution and sales mean production has had to scale rapidly too; some funds will be used to keep cash flow strong during sell-through in new accounts. We’re also developing and launching three new products; a vegan friendly Bloody Mary, a non-alcoholic Bloody Mary, and our very popular Bloody Samurai.

Key Information

Debt

The company has a £30,000 loan from one of the founders which doesn't accrue interest and will be repaid from revenues when the business is in a position to do so.

The funds from this round will not be used to repay this loan.

Investor Perks

Please note that any discounts, rewards and/or offers listed by a company in its campaign are subject to the terms and conditions applied by that company. It is the company’s responsibility to honour such discounts, rewards and/or offers and Seedrs does not take any responsibility for them.

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If you successfully purchase a share lot of this business, you will be granted access.

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Only shareholders can access this page

If you successfully purchase a share lot of this business, you will be granted access.

Buy shares

Only shareholders can access this page

If you successfully purchase a share lot of this business, you will be granted access.

Buy shares

Only shareholders can access this page

If you successfully purchase a share lot of this business, you will be granted access.

Buy shares

Investing involves risks, including loss of capital, illiquidity, lack of dividends and dilution, and should be done only as part of a diversified portfolio. Please read the Risk Warnings before investing. Investments should only be made by investors who understand these risks. Tax treatment depends on individual circumstances and is subject to change in future.

This campaign for Bloody Drinks has been approved by Seedrs Limited (trading as Republic Europe) ("Republic Europe", "us" or "we"), as of 31 May 2022 as a financial promotion. Republic Europe is authorised and regulated by the Financial Conduct Authority with firm reference number 550317. In approving this campaign, Republic Europe has concluded that the information, taken as a whole, is "fair, clear and not misleading." This means that for factual statements we have reviewed evidence of their accuracy, and that for aspirational statements we believe they are phrased appropriately in light of their speculative nature. You should note that in the case of factual statements, the evidence we review is provided by the business, and we do not audit it, which means that we may not be able to identify forged or altered evidence. You should further note that in the case of aspirational statements, the nature of the type of businesses presented on the Republic Europe platform is such that they are likely to have high ambitions, and we may approve statements that convey those ambitions even where we do not believe, or we do not have a view on whether it is likely, that they will be fully realised. The pre-money valuation and investment sought in the campaign are those set by the business: they are not reviewed or established by us, and the valuation is not an independent view of what the business is worth. Given the nature and type of businesses presented on the Republic Europe platform, it is possible that the business has very little cash remaining prior to receiving this investment, and the investment sought may be necessary for the business's on-going existence.

Republic Europe does not make investment recommendations to you. No communications from Republic Europe, through this website or any other medium, should be construed as an investment recommendation. Further, nothing on this website shall be considered an offer to sell, or a solicitation of an offer to buy, any security to any person in any jurisdiction to whom or in which such offer, solicitation or sale is unlawful. Republic Europe does not provide legal, financial or tax advice of any kind. If you have any questions with respect to legal, financial or tax matters relevant to your interactions with Republic Europe, you should consult a professional adviser.

Tax Relief (SEIS)

This business is eligible for SEIS relief - providing qualifying investors with income tax relief of 50% of their investment and certain other tax reliefs. Tax treatment depends on individual circumstances and is subject to change in future. Click to learn more.

Tax Relief (EIS)

This business is eligible for EIS relief - providing qualifying investors with income tax relief of 30% of their investment and certain other tax reliefs. Tax treatment depends on individual circumstances and is subject to change in future. Click to learn more.

Valuation (pre-money)

Valuation rounded from £3,462,316

This is the fully-diluted pre-money valuation of the business (i.e. before the new investment comes in and including issued options and other equity interests). In contrast, the post-money valuation is based on inclusion of the new investment in the value.

It is calculated as the pre-money valuation plus the amount of new investment. e.g. If Company A is ascribed a pre-money valuation of £1,200,000 by prospective investors investing £300,000, its post-money valuation is £1,500,000.

The investee business is responsible for setting its own valuation, it has not been prescribed by Seedrs.

Pitch type

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Equity Offered

The equity offered is the percentage of the company’s shares being issued in return for the amount of investment raised.

When the amount raised is less than 100%, the equity offered is based on the target raise. Once the company has raised over 100% it is based on the total raised.

In some scenarios, entrepreneurs may accept additional direct investment after closing their Seedrs campaign. Provided this is within 6 months of the closing and on the same terms, we do not typically offer pre-emption rights on that extra investment (where you have the opportunity to invest again to maintain your percentage shareholding).

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Custodian

If you invest in this Campaign, Seedrs will act as Custodian rather than provide our standard nominee service. This is due to the fact that the business is not directly involved in the share sale and Seedrs will not benefit from any rights under a shareholder agreement. As a result, Seedrs will handle administrative tasks as we do normally, but you will not have information or voting rights, updates from the business, preemption on future fundraising, or ongoing support about business trading activity.

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Secondary market

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Direct investment

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Payment options

We are not able to accept card payments for investments into this sector. You can pay for your investment by creating a bank transfer, using funds in your investment account or create a Pay by Bank payment. Your investment will only be completed once the funds have reached our account.

Business Involvement

This Campaign offers shares for sale in business that is not directly involved in this Campaign or the sale. As a result, the Campaign and post-investment experience, including investor rights, will differ from a business-led campaign on Seedrs. Most notably, the business will not engage with investors in the discussion forums both during and after the sale or provide any updates to investors.

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Payment options

We are not able to accept Pay by Bank payments for investments into this sector. You can pay for your investment with a card payment, by creating a bank transfer or by using funds in your investment account. Your investment will only be completed once the funds have reached our account.

Drawdowns

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Security Token

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