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MINVINO - Water for wine lovers

The world’s first collection of four waters designed to match different styles of wine.


MINVINO – water for wine lovers
 
The world´s first collection of waters carefully designed for different styles of wine. 
 
The minerality in a water interacts with the tannins, structure, and flavors of the wine. Therefore, a glass of water can either destroy or enhance your wine experience.
 
MINVINO is a new and unique beverage concept that taps into both the growing global premium water market and the global wine market.
 
MINVINO adds value to the wine lover, the wine distributor, and the restaurant by offering the best water to every style of wine.
 

Investor proposal


Class B shares with 1/10 voting rights. Standard shareholder agreement applies.
Get MINVINO for free and do your own water and wine tasting.

Use the promotion code: FUNDEDBYME2018 at The Lobby and get our MINVINO 25 cl Mix Box for free. 
You find The Lobby at Regeringsgatan 61 in Stockholm. 

Invest 5.600 SEK  and receive 25% discount at the MINVINO web shop during 2018/2019
Invest 11.200 SEK and receive 50% discount at the MINVINO web shop during 2018/2019
The top three investors with the highest investment in MINVINO are invited to wine and dine with Andreas Larsson - Sweden's first sommelier world champion, in January 2019.

Product

The problem this product solves

The concept of “water to wine” originated from the insight that “wrong water kills a good wine.” The minerality in the water interacts with the tannins, structure, and flavors of the wine.  A glass of water can either destroy or enhance your wine experience.

Imagine the perfect dinner. You have carefully selected and paired the food with your wine. What will happen if the glass of tap water on your side, destroys the taste of your wine or rinse the taste away?
 
It’s clear that water plays a more significant role than many sommeliers and chefs are aware of.

How the product solves it


Water for wine lovers
 
MINVINO is four different waters designed to bring you the best from your wine. 
 
Created by a team of internationally renowned sommeliers and master blenders.

Based on water from one of Sweden’s pristine historical spring sources, situated far away from industries and agriculture. 
 
Each MINVINO is instilled with natural minerals to create a perfect marriage to its intended category of wine. And all have the same super light carbonation (just like champagne) to stimulate your taste buds and prolong the experience.
 
Finalized, after more than a hundred water and wine tastings with sommeliers and wine lovers.

Product features

The Water Studio Product Portfolio 2018
 
Each MINVINO is instilled with natural minerals and all have the same super light carbonation (just like champagne) to awake the taste buds and prolong the taste of the wine.
 
MINVINO No 1
Light, crispy & fruity white wines like riesling and Chablis
 
MINVINO No 2
To full-bodied white wines like oaked chardonnay 
 
MINVINO No 3
Elegant & fruity red wines and complex & tight red wines like Barolo and pinot noir
 
MINVINO No 4
Full-bodied & spicy red wines like Amarone and Rioja 

MINVINO is available in two sizes, 25cl and 75cl.


Product use cases

Enter a typical restaurant, hotel or bar, and you will find a wide selection of beers, wines and non-alcoholic beverages. But when it comes to water, your choice is limited to sparkling, flat, or tap water.
 
Both for the wine lover and the restaurant, there is great potential in enhancing and widening the dinner and wine experience by selecting the right water to the wine. If there is passion behind your choice of restaurant, menu or wine, then why risk a great experience by having the wrong water?

Team

Jeanette Fili avatar
Jeanette Fili Co-Founder and Sommelier (WSET 3)
Jeanette started The Water Studio in 2017 with Petra Ranhem, previous to that she worked with value-driven branding and communication for ten years and was a partner in a Brand experience agency. Since wine and water are her passions, she took the WSET level 3 exam in parallel to developing ... See more
Jeanette started The Water Studio in 2017 with Petra Ranhem, previous to that she worked with value-driven branding and communication for ten years and was a partner in a Brand experience agency. Since wine and water are her passions, she took the WSET level 3 exam in parallel to developing the concept of MINVINO in 2017. Soon Jeanette together with Petra will be Sweden’s first certified Water Sommeliers through Fine Waters academy. See less
Petra Ranhem avatar
Petra Ranhem Co-Founder and CEO
Petra has a comprehensive background in the media and telecommunications industry with a focus on B2B marketing and sales. She has a deep knowledge of Customer Analysis, CRM, Marketing Automation and Lead Generation. Petra has a WSET 2 from Restaurangakademien and currently studying to be on of Swedens first Water ... See more
Petra has a comprehensive background in the media and telecommunications industry with a focus on B2B marketing and sales. She has a deep knowledge of Customer Analysis, CRM, Marketing Automation and Lead Generation. Petra has a WSET 2 from Restaurangakademien and currently studying to be on of Swedens first Water Sommeliers. She has been working full time at MINVINO with Jeanette Fili since the end of 2017. See less
Ysanne Yeo avatar
Ysanne Yeo Head of Marketing
National University of Singapore Undergraduate Industrial Design. Formal education in School of the Arts Singapore. Experienced in ideation, prototyping and marketing.
Solveig Sommarström avatar
Solveig Sommarström Master Blender & Partner
Solveig brings 20 years of experience as the head of the laboratory at “Vin&Sprit” (Wines&Spirits) and is one of the creators behind Absolute Vodka. Solveig has been an instructor at “Restaurangakademien” (Swedish Restaurant Academy) and is a permanent member of “Svenska Spritakademien” (Swedish Academy of Spirits).
Susanne Berglund Krantz avatar
Susanne Berglund Krantz Sommelier (WSET Diploma) and Partner
Susanne has received the award for best sommelier in Sweden and made the podium four times in the Nordic championships. Lily Bollinger Award vinnare.She is an instructor at “Restaurangakademin”, has a passionate interest in nature wines and runs her own company, “Punkvin”. WSET Diploma Swedish Sommelierchampion Official Sherry-educator Official Rioja-educator ... See more
Susanne has received the award for best sommelier in Sweden and made the podium four times in the Nordic championships. Lily Bollinger Award vinnare.She is an instructor at “Restaurangakademin”, has a passionate interest in nature wines and runs her own company, “Punkvin”. WSET Diploma Swedish Sommelierchampion Official Sherry-educator Official Rioja-educator VDP-ambassador Ordine della Stella d’Italia See less
Andreas Larsson avatar
Andreas Larsson Sommelier and Brand ambassador
Andreas Larsson is the Best Sommelier of the World (2007 ASI). He has a discerning palate and is a passionate wine lover. He is known not only for his incredible tasting abilities and vast knowledge, but also for his friendly and professional approach. He has a relaxed manner and is ... See more
Andreas Larsson is the Best Sommelier of the World (2007 ASI). He has a discerning palate and is a passionate wine lover. He is known not only for his incredible tasting abilities and vast knowledge, but also for his friendly and professional approach. He has a relaxed manner and is a highly sought after taster, speaker and educator within the vast field of gastronomy, food, wine and other beverages. Apart from a strong global reputation and a solid experience he has long experience from arranging both water and wine tastings. http://www.andreaslarsson.org/ See less

Market

Target Market

MINVINO is a B2B company and the customers are large wine and water distributors globally. Pairing wine with suitable premium water will expand their business and facilitate for MINVINO.

The global wine market is projected to reach USD 224,5 billion by 2021 and the market for Global Premium Bottled water market is growing by nine percent annually. It is currently valued at USD 147 billion and is predicted to grow at a CAGR of 7,95% during the period 2017-2021.

One of its key drivers will be an increased premiumization of bottled water.

Competitive landscape

Today, no brand of water matches all categories of wine. By creating a collection of different waters with unique mineral profiles, MINVINO caters to a need (perfectly matching water to wine) offering an entire range of water matching any type of wine on a restaurant’s wine list. 

Unique differentiator from competitors

No other premium water on the market has a selection of water that matches different styles of wine. 
Premium bottled water brands are highlighting their unique source and specific mineral composition. They tend to compete through uniquely designed bottles or the source terroir, instead of the value they can bring to your overall wine and dining experience. 

Company revenue streams

The main source of income will initially be the selling bottles of water both to on-trade (HORECA) and off-trade (private consumers). Other sources of income will be courses and seminars, but this will have a limited contribution in the beginning.

Product/service distribution

Our strategy is to follow the wine, which means to collaborate with wine distributors, both Off-trade and On-trade.
 
OFF -TRADE
SWEDEN
  • Wine distributors with home delivery – 2018 (3 partners) 2020 (5 partners)
  • Food & wine distributors with home delivery – 2018 (1 partner) 2020 (5 partners)
  • Web shop with home delivery 2018
  • Systembolaget 2019/2020
 
EXPORT MARKETS
  • Wine distributors with home delivery, 2019
  • Food & wine premium stores, 2019
 
ON-TRADE
SWEDEN
  • Wine distributors 2018)
  • Food distributors HORECA/On-trade – 2019
 
EXPORT MARKETS
Wine distributors 2019

Execution

Previous milestones/traction

  • 2011 – The founder came up with the idea Water to wine.
  • 2015 – Validation of concept Andreas Larsson 2007 World Sommelier Champion
  • 2016 Q2 – Project upstart, concept development with Solveig Sommarström and Susanne Berglund Krantz.
  • 2017 Q1 – Company founded
  • 2017 Q2 – First Test batch
  • 2017 Q3 – Feedback loop - water & wine tastings with 20 sommelier & 100 wine lovers
  • 2017 Q4 – Brand platform
  • 2018 Q1 – First Production
  • 2018 Q2 – Launch Sweden – Swedish Sommelier Championship 2018
  • 2018 Q3 – Signed with distributors 

Next key objectives


  • 2018 - Q4 Fundraising - Fundedbyme
  • 2018 - Q4 Open webshop with home delivery
  • 2019 - Growth strategy - Three proof of concept cities (2019/20) Partnership with wine & water distributors, brand ambassadors, and PR. London 2019 Q, Tokyo 2019 Q1and Hongkong 2019 Q3
  • 2019 - Q4 -New production plant to lower COGS (production & transportation)
  • 2020 - We scale
- US 2020 (FDA approved 2019 Q4)
- Singapore 2020
- Beijing/Shanghai 2020
  • 2021 - Total volume 3 500 000 bottles
  • 2022 - Partnership with a global wine distributor
  • 2023 - Total volume of minimum 7 000 000 bottles

Previous Financing

Current owners and family have invested SEK 1 000 000 from 2016 to 2018.
Almi microloan SEK 200 000 in 2018 Q4.

Partnerships


  • Swedish Sommelier Association – 2018/2019 water sponsor
  • Business Sweden – Invited to participate in the 150 year Sweden&Japan event in Tokyo as only non-tech/digital start up company.
  • ALMI Innovation check 2017
  • Host for the 2019 Fine Water Summit by Fine Water Association 

Use of funds


  • Recruit a global senior sales manager
  • Marketing and sales activities - Level up marketing and sales activities, Brand building, PR

Industry Certifications/Awards


- Best beverage concept - The Water Studio – MINVINO 
- Best water drink - The Water Studio –  MINVINO 
- Best premium/adult drink - The Water Studio –  MINVINO

Return on Investment


During the next 1-3 years, the goal is to grow organically. Within 3-5 years we see a return on investment through dividends. Another option is through Trade sales or an IPO.

Risk Analysis

To be a first mover and to create a new beverage category is always a risk, but it also carries a huge potential.

We see a need for investing in smart education to target wine lovers, sommeliers and distributors on-trade, off-trade, regardless of market with film or digital guiding, but also to work with MINVINO ambassadors doing water & wine tastings.

Choosing the right export markets, as MINVINO has a more significant value for wine lovers on a market where you already have a strong culture of buying water. Work with proof of concept cities as base for further expansion.