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W&B of Sweden AB

The successful Swedish alcoholic beverage company goes global.

W&B of Sweden is a producer of unique alcoholic beverages with powerful brands that stand out.

Dragon Blood has quickly become a great success. It has managed to get established in Systembolaget´s assortment as well as in border/duty-free-trades all over Scandinavia.

Dragon Blood has so far sold more than 55.000 bottles and has almost 10k followers in social media.

Furthermore, we produce a delicious shot, Arouz, with added caffeine and even more outstanding products will soon be revealed.

Our business model has shown a proof of concept and now the time is right to go global!

Investor proposal

W&B of Sweden AB has been in business since 2010.

Our products have been widely recognized and are available through multiple channels in the Nordic region.

The business model is scalable our target is to achieve an exponential growth in sales when going international.

In the spirit industry successful brands/companies are subject to very lucrative takeovers by larger companies which gives the opportunity of an exit.

To show our appreciation, everyone that invest will also receive an exclusive Dragon Blood hip flask.
 



The shares offered are B-shares with a voting right of 1/10 of A-shares.
The company has a pre-emption clause.

Product

The problem this product solves

The alcoholic beverage market is a mature market with a myriad of products and brands. To stand out in this environment is a challenging task, especially with a limited marketing budget.

Most alcoholic products are just alternative versions or copies of traditional products and brands. Although these can be good products and selling well, consumers are also looking for something new and exciting.

You need to have products that people want to buy but one also needs a comprehensive strategy to reach out and let people know about your company and its products.


How the product solves it

Our products have unique flavours and powerful brands that stand out. These have been developed through listening to trends whilst still having the guts to do things our own way. We have the philosophy that you can be both unique and attract a mass market at the same time. A great strategy is smart rather than expensive.

A core component in our strategy is to acknowledge that our fans are one of the most important parts of our business. They are the ones that love what we do and give us the possibility to grow and reach new consumer groups.

Product features

As of today our portfolio consists of two brands:

  • Dragon Blood is a revolutionary shot/drink-base with a flavour that is guaranteed to surprise you; a mild and fruity beginning is followed by a touch of cinnamon before the burning sensation of chili pepper kicks in..

  • Arouz is created by blending the finest vodka spirit with carefully chosen ingredients before a measured amount of natural caffeine is added. The result is a delicious shot/liqueur that gives the party a kick-start!

New brands that will complete and broaden our portfolio are currently under development and will be revealed within short. Stay tuned!

Product use cases

Our beverages are popular to enjoy both as ice cold shots as well as in cocktails.

Countless exciting and great tasting cocktails can be created with our products and currently we have almost 100 drink tips published on our websites. They are almost all created by our wonderful fans out there and we are truly grateful for the amazing creativity they show when mixing these world class cocktails. Additional drink tips are constantly published, hence it´s a good idea to keep posted.

Team

Carl Bieneck avatar
Carl Bieneck CEO
Born in Stockholm/Sweden in 1976. Studies in Computer Science at the Royal Institute of Technology. Because of a genuine passion for taking control of all parts of the business in order to learn I have received a genuine understanding and knowledge in how to get things done and push the ... See more
Born in Stockholm/Sweden in 1976. Studies in Computer Science at the Royal Institute of Technology. Because of a genuine passion for taking control of all parts of the business in order to learn I have received a genuine understanding and knowledge in how to get things done and push the business forward. My and Anders´ competences are truly completing each other’s and, on those occasions, when needing external competence, we have an extensive network of competent people. See less
Anders Wretling avatar
Anders Wretling COB
Born in Stockholm/Sweden in 1976. Studies in Business Administration, Economics, Finance and Marketing at Lund University. Master thesis in Corporate Finance. Self employed since more than 15 years and have through that a comprehensive experience in company management. From being deeply involved in every part of our business within the ... See more
Born in Stockholm/Sweden in 1976. Studies in Business Administration, Economics, Finance and Marketing at Lund University. Master thesis in Corporate Finance. Self employed since more than 15 years and have through that a comprehensive experience in company management. From being deeply involved in every part of our business within the food and beverage industry, a great experience have been acieved in all integral parts of the business, from idea -> product development -> finished product -> launch -> sales -> marketing -> logistics. See less

Market

Target Market

Our customers are those being curious to discover new things and appreciate quality. Also, they identify themselves with our brands and flavours and find them unique and tasty!

  • Main target group: 18–34 years.
  • Secondary target group 35-44 years.
  • 60% men, 40% women.

In Sweden it´s benificial to be in the Systembolaget´s stores. Our target is to be among the top selling products in our segment which gives a coverage of about 430 stores. Naturally a main focus is also to be in the assortment in most of the bars/nightclubs. The target is now to duplicate our concept internationally.

Competitive landscape

Since our products are unique there are no direct competitors (compared to vodka for example, which has a lot of competitors). In the same competitive landscape where our products exist, there are other shot and liqueur products such as Jägermeister, Fireball, Minttu and Ga-Jol.

A key part of our business model is to listen to the market and see the upcoming trends. Our products don´t have to set the trends, we let other companies initiate and prepare the market, we just come right behind with a better product and with our unique twist!

Unique differentiator from competitors

  1. Products of high quality with unique taste, brand and concept that stand out.
  2. A business model that is adapted to be scalable when we go international.
  3. A highly skilled and competent team that have the knowledge and contacts that are needed to go from idea to finished product.
  4. Founders that have been in the business for many years and know what works and how to get things done.
  5. Marketing in a creative, modern, fun and cost-efficient way.
  6. Dedicated fans who we care for and appreciate.
  7. We have no investments in costly production equipment, we let others have that.

Company revenue streams

W&B:s revenue is generated by the sales of our products to importers and distributors who in turn sell the products to the on-/off trade and duty-free markets.

Through working with importers and distributors, instead of having our own distribution and sales solution for every market, our business can be very cost efficient and provide a quick access to the market.

Thanks to great margins of our products the revenue potential is exponentially positive with rising volumes. Fixed costs can be covered already at relative small sales volumes which lower our company risk and free resources for product development and marketing.

Product/service distribution

W&B is a producer and have the strategic and brand building role in the distribution chain.

To handle the national distribution, agreements are signed with importers/distributors that sell and distribute our products to the market. In Sweden the off-trade market consists of Systembolaget and the on-trade market is all the bars/nightclubs/restaurants. Our products have listings at all the major wholesale companies in Sweden such as Menigo, SvenskCater and Martin&Servera.

For international trade it works the same way with local importers/distributors.

W&B also sell its products to the border-/duty-free companies and can be found in Tallink/SiljaLine, BirkaCruises/EckeröLinjen, Scandlines/Puttgarden/Rostock and more.

Execution

Previous milestones/traction

A small selection of our many milestones:

2010
W&B is founded.
 
June 2011
Arouz goes into production.
 
June 2012
Arouz is listed in Systembolaget´s assortment.

October 2014
Dragon Blood goes into production.
 
November 2014
Dragon Blood is listed in Systembolaget´s assortment. Since then, more than 17 000+ bottles have sold.
 
May 2015
Dragon Blood is listed at Tallink/Silja Line. Since then, more than 13 000+ bottles have sold.

October 2016
A distribution agreement for Dragon Blood is signed with Solera Beverage Group.

May 2017
Dragon Blood is listed at Birka Cruises/Eckerö Line.

June 2017
Dragon Blood is listed at Scandlines/Puttgarden/Rostock.


Next key objectives

2018
  • W&B signs at least two international distributor agreements.
  • Dragon Blood comes in a new variety.
  • At least one new product for the Nordic market is launched.
  • A distributor agreement for Arouz in Sweden is signed.
  • A positive annual result of 100.000 SEK.

2019
  • The international expansion continues with at least five new markets.
  • Sales in Sweden at least doubled compared to 2018.
  • Product development continues for Dragon Blood.
  • A positive annual result of 2.000.000 SEK.

2020
  • W&B have distribution in at least 20 countries.
  • Product development continues.
  • A positive annual result of 9.000.000 SEK.

Previous Financing

Our financing structure is currently as follows:

  • Founders investment: 3.5 mkr
  • Private loan: 400 tkr
  • ALMI loan: 130 tkr

Our company have good liquidity and a check credit available for future needs.

Partnerships

A key part of our business model are strong partnerships. We are always on the look-out for new ones to take our company to the next level.

We put the relation with our fans first, who give us the valuable feed-back that help us produce even better products!

We have great long-term manufacturing and marketing partners that have the capacity to scale-up due to heavily increased demand.

For sales and distribution of Dragon Blood, in Sweden and the adjacent border- and duty-free markets in Scandinavia including the German border trades, we have since 2016 a cooperation with Solera Beverage Group.

Use of funds

The capital raised in this campaign are mainly (75%) going to be used for our international expansion of the products and secondly (25%) going to be used for new product concepts.
 
More precisely the capital will be used for:

  • Expand our protection of immaterial assets on international markets.
  • Use Business Sweden for our international expansion.
  • Increase our stock of products to meet an increased demand.
  • Release of line extensions of our existing products.
  • Release of special editions.
  • Production of new product concepts aimed for the Nordic markets.

Industry Certifications/Awards


Return on Investment

The ambition is to give our investors a good return of investment through a generous dividend policy and to steadily grow our company, making the share value increase.

Within the beverage/spirits industry structural affairs are made of brands and companies. In case such an offer would be presented we stand positive provided it´s favourable for our stock holders.

We wish that our investors stay with us for as long as possible but for those who have other plans, FundedByMe arranges a Trading Day a couple of times per year where trading of this share will be possible.

Risk Analysis

A lack of liquidity is the main risk since successful sales can be hindered by the shortage of funds for production of goods. Products in storage, necessary to make deliveries in time, tie up resources making it a challenge to keep it at a minimum. Working actively with many financial solutions will hopefully cut the financial peaks.

Competition is a constant threat where other producers may copy our success or use its company size to dominate the market. We will meet this through flexibility and ingenuity both when it comes to adapting our product portfolio and through creative marketing.