Investment Information Memorandum
Allied Beverages Holdings Pty Ltd
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Executive Summary
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History and Key Business Milestones
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Typical Customers
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Meet the Team
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SWOT Analysis
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Our Products or Services
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Competitor Analysis
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Roadmap and Growth Opportunities
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Use of Capital
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Contact Details and Thanks
Capital Raise: AUD $620,000 for 20% Equity
1. A Message from the Founder
An introduction to our innovative approach in the ready-to-drink beverage market and our vision for revolutionising the industry through THE SYDNEY SHAKER™.
Dear Potential Investor,
As the founder and CEO of Allied Beverages Holdings Pty Ltd, I am excited to present this unique investment opportunity in what we believe will revolutionise the ready-to-drink (RTD) cocktail market. My journey in the beverage industry spans decades, having worked with prestigious brands such as Moet & Chandon, Belvedere, Hennessy, and Mr Black, where I've developed a deep understanding of what consumers truly value in premium beverages.
Our story began with a simple observation: while the RTD market was growing rapidly, the quality of pre-batched cocktails failed to match those crafted in bars. This gap in the market led to our groundbreaking innovation - THE SYDNEY SHAKER™, a patent-pending technology that promises to deliver authentic bar-quality cocktails in a convenient, ready-to-drink format.
What sets us apart is not just our innovative product, but our comprehensive understanding of the global beverage market. Through my experience in establishing global distribution networks and managing key accounts like Sainsburys (UK) and Qantas, we've built the relationships and expertise necessary to scale this business effectively.
Our vision extends beyond just creating another beverage product. We're establishing a new category in the RTD market, one that combines premium quality with convenience, supported by our unique intellectual property. The global RTD market is projected to reach US$4 billion by 2027, and we're positioned to capture a significant share with our revolutionary approach.
We invite you to join us in this exciting venture as we prepare to scale our operations and bring THE SYDNEY SHAKER™ to markets worldwide. Your investment will not only support our growth but also contribute to reshaping the future of ready-to-drink cocktails.
Best regards,
Mark Dorrell
Founder & CEO Allied Beverages Holdings Pty Ltd
2. Executive Summary
A revolutionary approach to ready-to-drink cocktails through innovative packaging technology, targeting a rapidly growing global market.
Allied Beverages Holdings Pty Ltd is seeking to raise AUD $620,000 in exchange for 20% equity to accelerate the commercialisation of our patent-pending innovation, THE SYDNEY SHAKER™. This unique product solves a fundamental problem in the ready-to-drink cocktail market: delivering true bar-quality cocktails in a convenient format.
Our innovation lies in creating the world's first ready-to-drink rechargeable cocktail shaker, made from food-safe, fully recyclable polypropylene. This revolutionary packaging features a built-in strainer and screw-top design, allowing consumers to achieve the perfect cocktail through proper ice agitation and straining - essential elements that current RTD products cannot deliver.
Market Opportunity:
- Global RTD beverage market projected to reach US$4 billion by 2027
- Strong year-on-year growth in the RTD cocktail category (26.8% in the US)
- Existing relationships with major retailers including Dan Murphy's and BWS
- Patent-pending technology with potential for licensing revenue
Business Model:
- Direct to consumer sales through our established database of 700+ customers
- Retail distribution through major chains
- Licensing opportunities with large beverage brands
- Event and airline industry partnerships
Financial Highlights:
- Proven revenue generation with AUD $126,000 in sales from previous product
- Multiple revenue streams including direct sales, licensing, and events
- Experienced management team with track record in premium beverage brands
- Clear path to profitability and exit opportunities
Use of Funds:
- Scale production of THE SYDNEY SHAKER™
- Marketing and business development
- Working capital for inventory and operations
- Regulatory approvals and compliance
The investment opportunity presents significant upside potential through both the growth of our BLVD™ brand and licensing opportunities with major beverage companies. Our experienced team, unique technology, and strong market positioning create a compelling investment case in the rapidly growing RTD sector.
History and Key Business Milestones
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2020
Company establishment and initial concept development, assembly of core team and strategic planning, initial seed funding secured.
2
2021
Launch of Australian Seltzer Co., development of distribution networks, achievement of first 80,000 bottle sales.
3
2022
Market research and category analysis, identification of pre-batched cocktail opportunity, initial concept development for THE SYDNEY SHAKER™, strategic pivot from seltzer to premium cocktails.
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2023
Patent application filed for THE SYDNEY SHAKER™, presentation to major retailers including Endeavour Group, development of BLVD™ brand strategy, expansion of consumer database to 700+ customers.
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2024
Prototype finalisation and testing, initial retailer commitments secured, development of licensing strategy, preparation for commercial scale production.
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2025
Capital raising for commercial scale-up, patent pending status achieved, strategic partnerships under negotiation, launch preparation for domestic and international markets.
4. Typical Customers
Understanding our diverse customer base across retail, hospitality, and licensing segments.
Allied Beverages Holdings serves multiple customer segments through various channels, each with distinct characteristics and growth potential. Our comprehensive understanding of these segments allows us to maximise market penetration and revenue opportunities.
Direct to Consumer:
- Premium cocktail enthusiasts seeking bar-quality drinks at home
- Health-conscious consumers preferring natural ingredients
- Entertainment hosts looking for convenient premium serving solutions
- Urban professionals aged 25-45 with disposable income
- Current database of 700+ engaged customers
- Average purchase value of AUD $50-75 per transaction
Retail Partners:
- Major chains including Dan Murphy's and BWS
- Independent bottle shops and premium liquor retailers
- Specialty food and beverage stores
- Online marketplaces and delivery services
- Gift and homewares retailers
Commercial Partners:
- Airlines seeking premium, convenient serving solutions
- Event companies and festival organisers
- Corporate gifting services
- Hotels and resort chains
- Catering companies
Licensing Partners:
- Major beverage manufacturers
- Packaging companies seeking innovation
- International spirits brands
- Ready-to-drink beverage producers
- Event management companies
Our customer base is characterised by:
- Strong interest in premium products
- Appreciation for innovation and quality
- Environmental consciousness
- Brand loyalty and repeat purchase behaviour
- Active social media engagement
- Interest in craft and artisanal products
This diverse customer base provides multiple revenue streams and reduces market risk through segmentation. Our marketing and distribution strategies are tailored to each segment's specific needs and preferences.
5. Meet the Team
An experienced leadership team combining beverage industry expertise with innovation and commercial acumen.
Mark Dorrell - Founder & CEO
Industry veteran with experience in premium beverage brands. Previous leadership roles with Moet & Chandon, Belvedere, and Hennessy. Expert in market analysis and strategic relationships.
Samm Creasey - Founding Director
Extensive experience in brand elevation and marketing. Leadership positions at Stolen Rum, Mr Black, and Hawkes Brewing. Expertise in consumer and industry brand recognition.
Advisory Team
Chartered accountants, IP specialists, marketing experts, innovation consultants, industry veterans, and legal advisors with beverage industry expertise.
Their combined experience ensures strong industry relationships, deep understanding of global beverage markets, and proven ability to scale businesses.
SWOT Analysis
A comprehensive analysis of our strategic position in the ready-to-drink beverage market.
This analysis informs our strategic planning and risk management approaches, ensuring we maximise our advantages while addressing potential challenges.
Strengths: Patent-pending innovative technology Experienced management team with industry expertise Established relationships with major retailers Proven revenue generation capability Strong brand positioning in premium segment Environmental sustainability focus Multiple revenue streams First-mover advantage in premium RTD cocktails Existing customer base and distribution channels Strong intellectual property protection Weaknesses: Capital requirements for scaling Manufacturing capacity limitations Reliance on external manufacturers Limited current geographic presence Early stage of commercialisation Resource constraints Dependency on key personnel New brand in competitive market Limited track record in current format Working capital requirements Opportunities: Growing global RTD market Increasing demand for premium products International expansion potential Licensing revenue streams Strategic partnerships E-commerce growth Event and airline industry potential Rising cocktail culture Sustainability trends Innovation in new categories Threats: Competitive response from major brands Economic downturn impact Regulatory changes Supply chain disruptions Change in consumer preferences Rising input costs Market saturation Alternative technologies Intellectual property challenges Manufacturing risks
Our Products & Services
Innovative solutions revolutionizing the ready-to-drink cocktail experience.
THE SYDNEY SHAKER™
Flagship innovation in ready-to-drink cocktail packaging and delivery.
- Patent-pending technology
- Food-safe, recyclable polypropylene
- Built-in strainer & secure screw-top
- Ice compatible, reusable design
BLVD™ Brand Products
Premium pre-batched cocktail range with natural ingredients.
- Bar-quality recipes
- Multiple serving sizes
- Gift-worthy packaging
- Seasonal variations
Technology Licensing
License our patent-pending package design and manufacturing specifications.
- Quality control standards
- Technical support
- Brand guidelines
- Implementation assistance
Custom Solutions
Tailored packaging and service options for various needs.
- Event-specific packaging
- Airline service options
- Corporate gifting programs
- White label opportunities
Our product strategy focuses on quality, innovation, sustainability, convenience, premium positioning, and scalability.
8. Competitor Analysis
Understanding our competitive landscape and unique market position.
Direct Competitors: Ready-to-Drink Cocktail Brands
- Curatif and similar premium RTD brands
- Limited innovation in packaging
- Standard quality limitations
- Traditional distribution models
- Basic serving experience
- No ice integration capability
Traditional Cocktail Services:
- Bars and restaurants
- Home cocktail making
- Professional mixologists
- Traditional packaging
- Limited scalability
- Inconsistent quality
Indirect Competitors: Alternative RTD Categories:
- Hard seltzers
- Pre-mixed spirits
- Canned cocktails
- Wine spritzers
- Beer alternatives
- Ready-to-serve options
Our Competitive Advantages: Innovation:
- Patent-pending technology
- Unique serving experience
- Superior quality delivery
- Sustainable packaging
- Multiple revenue streams
- Scalable business model
Market Position:
- Premium category leader
- First-mover advantage
- Strong brand identity
- Multiple distribution channels
- Licensing opportunities
- Strategic partnerships
Roadmap and Growth Opportunities
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Short-Term Objectives (0-12 months):
- Complete commercial production setup
- Launch in major Australian retail chains
- Establish e-commerce platform
- Secure initial licensing partnerships
- Expand product range
- Build brand awareness
- Develop export strategy
- Strengthen team capabilities
- Optimise operations
- Enhance digital presence
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Medium-Term Goals (1-2 years):
- International market entry
- Expand licensing program
- Increase production capacity
- Develop new product variants
- Strengthen distribution network
- Build strategic partnerships
- Enhance market presence
- Develop new channels
- Increase market share
- Optimise profitability
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Long-Term Vision (3-5 years):
- Global market presence
- Multiple revenue streams
- Brand portfolio expansion
- Technology licensing growth
- Strategic acquisitions
- Industry leadership
- Innovation pipeline
- Market dominance
- Exit opportunities
- Sustainable growth
Use of Capital
Strategic allocation of AUD $620,000 to drive growth and create shareholder value.
$100K
Manufacturing
Production setup and tooling
$222K
Sales & Marketing
Brand development
$24K
Regulatory & Compliance
Patent prosecution
$274K
Working Capital
Inventory funding
Use of Capital
Strategic allocation of raised funds to drive growth and create shareholder value.
The AUD $620,000 investment will be strategically deployed across four key areas:
Manufacturing and Production
AUD $100,000 will be used for production setup, quality control systems, inventory management, and staff.
- Production setup and tooling
- Quality control systems
- Inventory management
- Supply chain optimisation
- Production staff
- Equipment and machinery
- Testing and certification
- Production planning
- Quality assurance
- Operational systems
Sales and Marketing
AUD $222,000 will be allocated towards brand development, digital marketing, and expanding the sales team.
- Brand development
- Digital marketing
- Trade marketing
- Sales team expansion
- Marketing materials
- Event participation
- PR and communications
- Customer acquisition
- Channel development
- Brand activation
Regulatory and Compliance
AUD $24,000 will be used for patent prosecution, product certification, and legal compliance.
- Patent prosecution
- Product certification
- Legal compliance
- Industry standards
- Quality certification
- Safety compliance
- Environmental compliance
- Export requirements
- License applications
- Professional fees
Working Capital
AUD $274,000 will be allocated to inventory funding, operating expenses, and other growth initiatives.
- Inventory funding
- Operating expenses
- Staff costs
- Office expenses
- Insurance
- Professional services
- Technology systems
- Administrative costs
- Contingency fund
- Growth initiatives
11. Contact Details and Thanks
Connect with us to be part of this exciting journey.
Thank you for considering an investment in Allied Beverages Holdings Pty Ltd.
We welcome the opportunity to discuss our business and vision in more detail.
Primary Contact: Mark Dorrell Founder & CEO Allied Beverages Holdings Pty Ltd Email: ceo@alliedbeverages.co Phone: +61 406 422 366
Company Details: Allied Beverages Holdings Pty Ltd ABN: 36 639 067 717 Location: New South Wales, Australia Website: www.blvddrinks.com
Legal Representatives: [Details to be provided upon request]
Investment Queries: For detailed financial information and investment documentation, please contact our team directly.
We thank you for your interest in Allied Beverages Holdings Pty Ltd and look forward to potentially welcoming you as an investor in our exciting journey to revolutionise the ready-to-drink cocktail market.