Cellar Rats

Idea

Introduction

I'm Matt, the Founder and CEO of Cellar Rats, poised to be the game-changer the wine industry didn't know it needed. With a background in catapulting consumer brands like Numan, Bumble, and NectarSleep. I've cultivated a knack for turning the status quo on its head. That's why I've shifted my focus to Cellar Rats, where we're on a mission to revolutionize how you find, purchase, and relish wine.

We're not just another cog in the vast wine industry machine; we're the wrench thrown into its archaic gears. Sure, the wine market in the UK is enormous with a £17B Total Addressable Market, and yes, our research shows 80% of UK adults consume wine. But guess what? Our research also shows that only 10% can navigate their way through a large wine list. This alone tells us one thing: the wine sector is fundamentally flawed.

Starting with our subscription service and culminating in brick-and-mortar disruption, we believe we're set to rebuild the foundations of the wine world.

Substantial accomplishments to date

Operational Milestone:

Launched and trading since June 2023, rapidly moving from concept to a market-ready business.

Strong Early Traction:

Initial trading shows promising signs of product-market fit, with compelling customer feedback and a clear path to critical mass.

Built for Scale:

A robust platform in place, designed specifically for easy scaling, continuous optimization, and iterative development.

Untapped Market Opportunity:

Our research shows that while 80% of UK adults consume wine, only a fraction can navigate a wine menu, highlighting a significant gap in the £17B UK market. It also shows that a key reason for not purchasing wine is simply you end up buying too much wine.

Monetisation strategy

While most of the wine industry is content with offering the same, tired options that leave customers overwhelmed and unengaged, Cellar Rats Monthly aims to be the go-to source for wine by tackling key challenges head-on. We believe no one else is solving the real problems the way we do.

Our research shows:

- 80% of UK adults drink wine, but < 10% can navigate a large wine menu.
- Overstocking fears deter wine or subscription purchases.
- Choices are price-driven, not based on taste.

Solutions:

- Quarter-bottle formats reduce waste worries. Allowing a glass of wine on a weeknight without opening a full bottle.
- Monthly variety lets consumers try and learn about new wines risk-free.
- Option to save favorites and buy in full bottles caters to all drinkers and enables purchasing based on taste not price.

Expected Benefits:

- Improved customer retention.
- Higher AOV.
- Lighter drinkers in our addressable market.

Use of proceeds

50%: Solidifying the Growth Engine for Cellar Rats Monthly

Our primary focus is to create a self-sustaining growth model that fuels itself over time.

Optimizing Flows & Core Product Fundamentals:

No product is perfect out of the gate. We're scrutinizing each touchpoint. A/B testing, analytics, and customer feedback will guide us in refining the funnel from awareness to retention.

Efficient User Acquisition:

In a crowded market, efficient customer acquisition isn't just smart—it's vital. We'll explore a variety of channels and methods.

30%: Pioneering an Omni-Commerce Retail Concept Store

Our secondary focus aims to disrupt not just the online space but also the retail landscape:

20%: Data-Driven Concept Store:

Not just a shop; it's a next-gen retail experience that seamlessly blends online and offline elements. Utilizing technologies like in-store analytics, and personalized customer experiences, we'll validate the model and gather critical data points for scalability.