Tom Savano Cocktails

Idea

Introduction

Whilst enjoying a perfect sunset moment on the coast of Ibiza, our founder, ten years ago, realised that incredible moments blending beautiful locations and great cocktails, could be something truly special. So he set out to craft a range of luxury, travel-inspired cocktails so authentic, that one sip would make you feel you've been transported somewhere beautiful in the world, to enjoy a special moment.

From the Amalfi Coast in Italy, to the sunset beaches of Bondi near Sydney, and the autumnal rye fields of Kentucky, our collection of handcrafted drinks capture the essence of some of the most iconic and stunning travel destinations in the world.

Our ethos of only championing independent, craft spirits with great stories, means that when you taste a Tom Savano, you aren't tasting a generic, global spirit brand. You are tasting the authentic flavours of the region, distilled by passionate founders and independent businesses, and the difference will be clear from your first sip.

Substantial accomplishments to date

- Over £700k revenue since launch, done with founding team part-time (full-time since Jan 2022)*

- Six gold medals, four silver, two Great Taste awards and winner of the 2020 'Best New Product' with the Spirits Business

- Evening Standards 'Best Top Pick' for premixed cocktails 2020

- 19.5k combined social following

- Key account listings in John Lewis and Fenwicks

- 10 products in range across three formats, 100ml, 200ml and 500ml, as well as one limited edition and bulk formats for the trade

- Scaled up operations to a 2,500 sqft factory, enabling up to 2k bottles a week, increasing to up to 20k per week in the next 4 months

- Activated Boardmasters festival beach bar with over 200k footfall

- SALSA accreditation

- Highly premium e-commerce website

* Based on unaudited management accounts. This figure is calculated from income prior to VAT deduction.

Monetisation strategy

We sell across three primary channels currently, being D2C (direct to consumer) through our own website and Amazon, retail via outlets such as John Lewis, and B2B (business to business) to partners such as hotels, restaurants, pubs and other foodservice operators.

D2C sales are generated through organic search, word of mouth and digital paid advertising, as well as seasonal promotions and mail-outs/social media posting. We have a strong strategy with aims to grow this channel by double in 2022.

Retail sales are generated through store positioning, brand awareness and in-store tastings. We saw a seasonal uplift in 2021 generated from our in-store activities of over 1000%, from weekly sales in Q2 and Q3. We aim to grow this channel by double in 2022.

Trade sales are generated by direct sales outreach, pitching to buyers, identifying key partners and offering a full end-to-end cocktail solution for venue operators. This is our biggest focus to grow in 2022, as the world opens up post-covid.

Use of proceeds

The funds raised will be firstly used to grow the team, with key hires in sales and marketing, as well as full-time production team members. We believe that this combined with equipment investment will help us scale production by 10x, in readiness for the years growth. Approximately 25% of the funds will be used to grow the team and scale production.

We will then invest in a strong marketing strategy and campaign for 2022, using some of the raised funds to grow brand awareness, generate content, and run direct advertising campaigns to grow each sales channel. Approximately 40% of the funds will be used for marketing and sales.

Lastly, the remaining 35% will be used as working capital, to enable us to produce larger volumes ahead of time, to ensure we can meet industry demand as we target larger accounts to come onboard. By going to under-bond manufacturing this year, we aim to reduce the working capital requirement by 44%.