Bloody Drinks

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.