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Ekobryggeriet AB

Swedish Ecobrewery - a taste from the north!

After an intense and succesful spring and summer, we are now back for a new crowdfunding round! Ekobryggeriet AB offers Swedish organic soft drinks and tonic under the brands The Dirtwater Fox Brewery and Ekobryggeriet. We are currently represented in Sweden, Finland and Romania. We have requests from France, Belgium, Ireland and UAE. Our main focus this time is Export. Our product range includes our very popular organic Cola Blanco. A completely transparent organic cola with a deliciously refreshing taste! Our five different tonics have received a great reception and, as of the first month, we sold 44,000 bottles.

Investor proposal

Now we offer a new chance to be a part of Ekobryggeriet. During 2018/19 we will focus on exports, among other things, through a booth at the Anuga fair in Cologne. Own sales force is also a priority initiative. We now release another 2000-8500 B shares.

  • We have secured a binding contract with Altia Group worth 43 500 000 SEK until May 2022
  • The minimum investment is 4 shares for 500 SEK each
  • Exit plans, within 3-5 years, include M&A deal or IPO

Product

The problem this product solves

There are currently very few organic tonics on the market. Additionally, we are of the conviction that a clear, strong brand is very important for us to stand out from our competitors. We believe that through design and brand we can attract new customer groups to buy organic products. We also see a continued strong demand for new inovative organic beverage products.We have several ideas for taking the beverage segment into a new phase! Organic food is undergoing strong growth and accounts for around 7% of food sales in Sweden

How the product solves it

Today's product range includes organic soft drinks and organic tonic with Nordic flavors.The tonic is found in the flavors Bitter, Bitter +, Rhubarb, Spruce Shoots and Elderflower. We also continue the work of our brand "Dirtwater Fox" and in addition to our existing flavors Cola Blanco, Sweet Lemon and Green Apple we present two new flavors in the fall; Iced Coffee Blanco and Cantaloupe Melon.

Through our "a third to the world" concept, our customers not only receive a good, refreshing product, but also directly support environmental and social aid projects by buying our organic product over a conventional one.

Product features

Our tonics are unique because we have listened to both industry people and consumers and their opinions about taste and trends. What size the bottle should have,how much carbonic acid it should be and the fact that sometimes you need an extra bitter taste to get a good tonic that keeps the taste even when the ice melts!

Our starting point when we developed our soft drinks range was to deliver a product that was not like all the other softdrinks but actually differentiate itself with design, organic production and without dyes, preservatives or other unnecessary additives.

Of course organic!

Product use cases

We have learned that our products fit into grocery stores just as well as they do in restaurants and coffee shops. In a customer survey, we were asked why the customer chose our product. The dominant response was that the combination of design, taste and ecology was crucial. In a test sale that lasted 3 weeks in January 2017 in two new stores in Norrköping, we sold over 800 soft drinks without advertising or any other promotion! That's an average of 38 each day! Our tonics sold 44 000 bottles the first month in 20 stores and 1 web shop!

Team

Thomas Jensen avatar
Thomas Jensen Co-Owner
Entrepreneur with extensive background in product development in the food industry. Lohmanders and Waynes Coffee can be mentioned among the missions. Responsible for product development and production in Ekobryggeriet. "To have the freedom to create a product based entirely on what we believe in ourselves and without the control of ... See more
Entrepreneur with extensive background in product development in the food industry. Lohmanders and Waynes Coffee can be mentioned among the missions. Responsible for product development and production in Ekobryggeriet. "To have the freedom to create a product based entirely on what we believe in ourselves and without the control of a large organization is a dream come true!" "I like being the underdog against the big soft drink giants!" See less
Marcus Nyberg avatar
Marcus Nyberg Co-Owner
Born and bred in the food distribution company, A'la Carte Food Scandinavia. Marcus has over the years gained broad experience on food distribution do's and don'ts and sold his share in the successful bearnaise sauce manufacturer Lohmanders year ago. Through his own company, he distributes Ekobryggeriet´s products in southern Stockholm. ... See more
Born and bred in the food distribution company, A'la Carte Food Scandinavia. Marcus has over the years gained broad experience on food distribution do's and don'ts and sold his share in the successful bearnaise sauce manufacturer Lohmanders year ago. Through his own company, he distributes Ekobryggeriet´s products in southern Stockholm. He is responsible for HORECA sales and logistics in Ekobryggeriet. "I have launched thousands of products over the years, but few have both the direct impact and continued good sales like these products have been shown to have!" See less
Daniel Gustafsson avatar
Daniel Gustafsson Co-Owner
Colleague with Marcus in A'la Carte Food Scandinavia. He also has extensive background in sales and distribution. He is the company's undisputed star seller! He is also responsible for the finance and food control within Ekobryggeriet. "Few products are this easy to sell to stores. I think it is the ... See more
Colleague with Marcus in A'la Carte Food Scandinavia. He also has extensive background in sales and distribution. He is the company's undisputed star seller! He is also responsible for the finance and food control within Ekobryggeriet. "Few products are this easy to sell to stores. I think it is the combination of brand, design and ecology that is the key!" "Always fun when the stores are calling and asking when we will come and fill up next time because the products are finished! Then you know you have a good product!" See less
Johan Hedberg avatar
Johan Hedberg PR & Marketing
Johan has a solid background in PR & Marketing. In recent years he is seen as a barbecue chef in Swedish TV4 and has his own Youtube channel called "matgeek" with 180,000 subscribers where he daily adds new features. He has been responsible for our brand and media strategy since ... See more
Johan has a solid background in PR & Marketing. In recent years he is seen as a barbecue chef in Swedish TV4 and has his own Youtube channel called "matgeek" with 180,000 subscribers where he daily adds new features. He has been responsible for our brand and media strategy since August. See less

Market

Target Market

In Sweden, we drink 600 million litres of soft drinks each year. Our goal is that within a few years we would control 0.25% of the market, which is equivalent to 1.5 million litres, or in our case, 6 million bottles annually. 7.7% of all food sold in Sweden is organic. If we turn to the European market, it is many times bigger! We already have contacts in Ireland, Belgium, Finland, Romania, Denmark, Hongkong, China and the United Arab Emirates.We expect strong growth in exports by the end of 2017 and early 2018.

Competitive landscape

There are organic sodas and tonics on the market, but far from everyone has a proper plan for its expansion and a thorough concept for its products and launches.We're already Sweden's largest brand of organic tonic. We not only see us as an organic actor but also tackle the match with the conventional products. In the Swedish market, we hold the same price range to the final consumer of our tonic as Fever Tree or Britvic tonics. We also see that our main competitors in the Dirtwater Fox range are not the other organic products but rather the major players!

Unique differentiator from competitors

We don´t color our Dirtwater Fox soft drinks and use no unnecessary additives in any of our products!
We differentiate us from our competitors through our organic production and our commitment to charitable causes through our "a third to the World" concept. Organic products are a strongly growing trend worldwide.

Company revenue streams

Our sales include both direct sales to stores, supermarkets' own distribution, retail merchants, restaurant wholesalers and export. Our prices differ depending on the mode of delivery, and customer contracts. Our margin is around 35% but with increasing volumes and larger purchases, we expect an improved margin in 2018/19 to around 44%.

Product/service distribution

We have our own direct distribution to the point of sale, via the central distribution of food chains and whole sale of HORECA. Also Altia Corporation has distribution of our FOX brand through out Scandinavia and the Baltic states. Thru Agents whit their own distribution we already have export to Romania and Finland close to first orders from Ireland, Belgium, Finland, Romania, Denmark, Hongkong, China and the United Arab Emirates.

Execution

Previous milestones/traction

January 2016: Start up of company
April 2016: Launch in stores
May 2016: Certificates for food production
May 2016: Certificates for organic production
May 2016: Contract with Svensk Cater
January 2017: Contract with MartinServera
Januari 2017: Support by ALMI
March 2017: Contract with Altia Corporation on the FOX brand for the Scandinavian market with a value of 43 500 000 SEK until may 2022
May 2017: Launch of our TONIC
August 2017: First export to Romania

Next key objectives

September 2017: Crowdfunding
October 2017: Stand at the Anuga Fair in Germany
October 2017: Represented at the EEN fair i Germany
October 2017 - 2018: Startup of export in France, Belgium, UAE, Lithuania and more.
October 2017 - 2018 Setup of our own salesforce in Sweden
April 2018: Launch of our new "Nordic Raw" range

Previous Financing

- By the majority owners 300 000 SEK
- ALMI 500 000 SEK
- Crowdfunding 970 000 SEK

Partnerships

Altia Corporation Sale and distribution in Sweden, Norway, Finland, Denmark, Baltic countries for the FOX brand.

Distribo Imperial Sales agent in Romania

Beer World / BoP Sales agent in Finland

Use of funds

Ensure continued expansion abroad, own sales force in Sweden with full focus on our products and continued product development in new and existing projects.

Use of Funds:
Product Development 10%
Marketing 30%
Support sales force 20%
Development export 40%

Industry Certifications/Awards

Certificates for food production
Certificates for organic production

Return on Investment

We have a plan for the company that includes an M&A deal or IPO within 3-5 years, at a valuation 3-5 times the current one.

Risk Analysis

Our biggest risks today are our suppliers and their capacity and pricing. We depend on their understanding of our expansion and pricing. Another risk has to do with competitors who are developing similar products and have greater marketing opportunities, and sales force. Our solution to this is long binding contracts with our suppliers in order to gain control of our production and pricing as well as to set up our own sales force focused only on our portfolio.