The Baby Goat

Idea

Introduction

CRAFT BEER & MODERN PUBS.

We're The Baby Goat, a craft beer brand based in Hamburg. Our vision is great beer, served through our own modern pubs, first in Germany, then across Northern Europe.

Beer is deeply-rooted in European culture. In our core market, Germany, craft beer sales have increasing over the past decade and are expected to continue to 2025. Today, 36% of Germans have tried craft, and among regular beer drinkers, the figure is 49 percent.The fastest uptake in craft beer is in the 25-34 age group. That’s a movement we're part of.

Our concept is tapping great, tasty beer in modern pub environments. We plan to open 7 pubs in Germany, and Europe over the next 5 years. Our pubs are, diverse, community-orientated, and, above all, a perfect place to meet with a great beer.

We have more than doubled our beer production since 2020. We aim to double this again in 2022 with the opening of our second Pub, The Baby Goat Barn, and our added focus on the retail and distribution space.

Substantial accomplishments to date

→ July 2018 - Our first beers brewed: Woolly-Headed Weizen & Looking Goat IPA. Our flagship beers.

→ July 2019 - Our beer range expanded to 7, core beers

→ August 2020 - First Pub Opened: The Baby Goat House. The spiritual home of The Baby Goat. Our Pie & Ale pub in the well-known student area of Grindelhof, Seated inside capacity 40, outside 50.

→ May 2021 - First Distribution Contracts. Focussing on selected gastronomy, championing local and craft retailers and gastronomy.

→ July 2021 - Listing with delivery service, Gorillas. The 10-minute home delivery service. We list 3 of our beers in all the Hamburg outlets and we also have a commitment for a listing in Berlin.

→ August 2021 - Our beer range reaches 10 beers: now including 3 seasonal.

→ January 2022 - Wider distribution and the hiring of a Sales Manager. We have set a wider focus on selected Gastronomy in Hamburg and beyond, including in supermarkets. Our IPAs are filled in cans for the first time.

→ February 2022 - Our beer range reaches 12 beers: with further seasonal and specials.

→ May 2022 - Our Second Pub Opening: The Baby Goat Barn. Our craft beer and craft pizza concept is in the heart of the St Pauli district - the 'Kiez'. The Pub is 50m from the world-famous Reeperbahn, where Hamburg's nightlife booms. Seated inside capacity 90, outside 50.

Monetisation strategy

Our concept is centered around the tapping of our own, craft beer in our own branded, modern Pubs. Our mission as a brand is to bring people together through our beer and that is most effectively done by providing a great environment in which our customers drink our beer. It is also, for us as a beer producer, the highest-margin means of selling our beer.

The primary driver behind our Pub concepts remains customers and community. A 'Pub', whilst internationally understood in the form of British or Irish pubs, is not common in Germany. Our interpretation of 'Modern Pubs focuses on delivering great beer, great service, and a wide range of community-engaging events.

Over the next 5 years, we plan on opening at least 1 Pub per year, first in Germany, then in Holland. We are investing in our sales team, supply chain & logistics to grow our distribution, first locally in Hamburg, then Germany-wide.

Use of proceeds

It's important to state that your investment will be in The Baby Goat Beer, our holding company under which our individual pubs will sit. All B2B beer sales (distribution) will also be processed through this company.

This round of funding will be dedicated to the renovation and preparation of The Baby Goat Barn.

Specifically, the funding will cover:

- The beer tapping installation and cooling system.

- Design and building of the bar.

- Restoration of the interior.

- A kick-ass pizza oven and kitchen refurb.

- Stock purchase.

- Marketing resources and activation.