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Meadan Craft Brewing is looking for investors.
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Meadan Gluten-free Brews
The Product
What's so special?
➢ Only Israeli produced Gluten-free Brews➢ Kosher for Passover (only one in Israel)➢ Less Calories➢ Passionate brewers
What's so special?
➢ Gluten-free, healthy ingredients
➢ Buckwheat based
➢ Quinoa, Honey, Garbanzo additions
➢ Hoppy flavour
Return on Investment
28.64%
Original Investment $ 757,200
Returned Value $ 1,841,627
Gain or Loss on Investment $ 1,084,427
Investment Term (Years) 5
Return on Investment (%) 143.22%
Simple Annualized ROI (%) 28.64%
➢ Funding Needed: $750,000
➢ Total Capital: $692,800
SWOT
StrengthsUnderstanding of the market
Diversified market segments
Excellent target market response
Only Kosher for Passover Brew
We’re a first in the local market.
WeaknessesLack of a reputation
Distribution channels unclear
A small local market.
OpportunitiesSpecific niche: high-quality, gluten-free brew.
A growing craft beer market.
Quality, enzyme-less gluten-free brew from buckwheat
ThreatsHigh taxation on beer in Israel.
New competition could emerge.
Barrier to entry exists
Intolerable price increases by foreign suppliers (for buckwheat).
Projections
➢ Net Worth
➢Yearly Sales
Market Growth
➢ Gluten sensitivity: up to 6% of the population
➢ Celiac desease: 1% of the population
➢ Passover drinkers: 40% of the population one week during the year
➢ Craft brewing: 30% increase in last three years.
➢ Gluten-free product marketing skyrocketing
Customers
Current Clients
➢ BeerMarket & הכרמל שוק בנמל יפו שוק
➢ GlutenFree תקווה www.glutenfree.co.il פתח
➢ האדמה ' צליל אק קורצ לציון 1יאנוש ראשון אליהו נווה
➢ Natural Cakes תקווה naturalcakes.co.il - פתח
➢ Beer and Beyond www.beerandbeyond.com
➢ הטבע עולם אגריפס רחוב גלוטן ירושלים - 76ללא
➢ הגליל מבשלת מורן בקיבוץ
➢ בכפר שבתאי ויתקין כפר
➢ יהודה אבן בכפר שבתאי יהודה אבן תעשיה אזור
➢ And in bars and scores of private citizens around the country....
The Competition
➢ Gluten Free Brews in Israel: ONLY imports
➢ Daura – Estrella Damm (Spain)
➢ Celia (Czech Republic)Both are barley based with added enzymes.Both are NOT kosher.Both are imports.
➢ Global Gluten Free Brews
➢ 24 known brands
➢ Sorghum, barley, rice based
More DetailsMeadan Craft Brewing will be located in the growing region of the Galilee, Israel. This is a new business in its start-up phase, with R&D previously conducted in a private, unfunded framework.
We are aiming to product a beer for the rapidly growing market of gluten-free products. The current trend towards an increase in the number of craft breweries in Israel, as well as the growth of interest in gluten-free products presents an opportunity for our brewing to penetrate the market. Our products will be positioned very carefully. They will be of extremely high quality to ensure customer satisfaction, supported by a unique taste, and available to Celiacs and the gluten-intolerant alike, as well as perfectly healthy beer-loving individuals. Our primary goal will be to provide a quality beer for both Celiacs, representing an approximate 1% of the population, the gluten-intolerant, approximately 0.5% of the population, as well as those choosing to go on gluten-free diets. This later group is growing at a staggering rate.
Initial plans are to produce three main lines of products, primarily focusing on our first grade of buckwheat based, highly hoppy gluten-free beer. This product will be sold in 330 ml traditional beer bottles, as well as kegged, being the first gluten-free beer to be offered in a keg. Our second line will be a lighter (light beer) version of the buckwheat based beer, without some of the added sugars and honey, a significantly lower IBU (bitterness) and less calories.
Our third, and most exclusive line will be a premium, bitter, luxury gluten-free beer, sold exclusively in advanced orders. This will also be a first, as no luxury gluten-free beers are sold at this time. These products shall be distributed both within Israel, as well as exported to the U.S., until a local U.S. Plant can be established.
Our goal is to produce a gluten-free brew that will not only provide Celiacs with a quality beer alternative, but will also be a competitive beer as compared to gluten-full quality-brewed beers in general. In addition, our beer will be Kosher for Passover, making them the only beer sold in all Israeli outlets during the week of Passover, when all un-kosher for Passover items are banned for sale in Jewish stores.
More Details
Our marketing strategy will be based on targeting gluten intolerant individuals through forums and groups already existing, as well as a strong web presence, utilizing social media and reflexive web experiences. In addition, we intend to implement a market penetration strategy that will ensure that we are well known and respected in our respective industry, and not just within the gluten-free seeking communities. We will ensure that our products' prices take into consideration people's budgets, and that these people appreciate the product(s) and know that it exists, including where to find it. However these prices will also take into consideration the cost of production and distribution, as well as relatively high taxation on beer in Israel, so as to ensure that we remain viable and operational. The marketing effort will convey the sense of quality and satisfaction in every picture, every promotion, and every publication. Our promotional strategy will involve integrating advertising, events, personal selling, public relations and direct marketing. Internet marketing will be a central tool in our marketing plan..
The Israeli beer industry is dominated by two large companies covering 85% of the beer market in the country, consisting of $120 million in sales. Craft beers make up approximately 5% of the beer sold in the country, which includes imported craft beers. Meadan Craft Brewing is primarily targeting an eventual 1% of that remaining Israeli beer-drinking market share, representing $6 million, to attain sales of over $1,500,000 in our third year. Meadan Craft Brewing will pride itself on its unique products, its high standards of quality and its ability to target a specific market. The industry is growing rapidly. In 2011, the Israeli beer market grew by 10%.
Meadan does not intend to remain a local brewery for long. We are setting our sights on the global market for Celiacs and gluten-intolerant, as well as beer lovers looking for a new kind of quality brew experience. As we grow we want to grow smart. In order to gain penetration into the U.S. and Canadian markets, we will need to quickly build a plant in North America, and create an intuitive, intelligent and quality apparatus that can provide solutions to a quickly growing market, emphasising the first light gluten free beer on the market.
