CROWDFUNDING PITCH DECK
2017
BACK A WINNER
www.ascotbrewing.co.uk
Investments of this nature carry risks to your capital. Please invest aware.
EXECUTIVE SUMMARY
• Ascot Brewing Company, a successful brewery which has been trading for 10 years,
is now under new ownership and we are looking to expand
• We produce award-winning cask ales and have established a loyal consumer base FINAL
FURLONG
• We have built a quality customer base including local free houses, national chains
and supermarkets, however we need more capacity and dedicated sales staff to
grow our business
• We have innovative “Smart Pump Clip” contactless technology allowing consumers
to find out more information about our beers with just the tap of a smartphone on the
pump clip, helping us to increase consumer engagement Furlong
• New owners are looking to develop and grow the business through product
development, production expansion, re-branding and sales execution & Our passionate love
of hops mean~that
our beers arc
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intense flavmKs.V./e
are proud to brew
• We are raising £200K early stage investment for 25.5% of the equity to grow annual beers tha t stan d out
from bland fTIJSS
sales from £100K to £1.3M over 3 years
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Executive summary | What we do | Who we are | Where we are | Where we are going | How we are going to get there | How you can help | Why get involved
10 YEARS OF QUALITY ALE BREWING
• Ascot Brewing Company was founded as Ascot Ales in 2007 by a passionate beer drinker with a love of English and
Global ales
• The brewery has been steadily developed over the past 10 years with a focus on full flavoured ales delivered in cask
to the local area
• With only so many hours in the day to manage, brew, sell and deliver, Ascot Ales managed to generate sales of
£100K per year through word of mouth and relationships with local pubs
• The 4 barrel* brewery, with a capacity of 650L per day, produces a core range of beer as well as seasonal specials,
one-offs and personalised brews
• Ascot Brewing Company is committed to brewing quality beers which will continue the legacy of Ascot Ales and it’s
multi-award winning beers
* 1 BBL= British Brewers Barrel = 36 Gallons = 288 pints =163.6 Litres
Executive summary | What we do | Who we are | Where we are | Where we are going | How we are going to get there | How you can help | Why get involved
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·e I How you can help I Why get involved
REVIVING THE BRAND AFTER 10 YEARS
• We have recently renamed Ascot Ales to Ascot Brewing Company to reflect our vision for the business; to serve
more than just the cask ale market
• Our recent re-branding which spans our pump clips, labels and website brings the brand up to date after 10 years.
Initial trials have seen a 80% increase of sales on newly-branded bottled beers, therefore we are confident the re-
branding will help us to stand out at the pumps
• We have an excellent range of cask ales but we want to expand into kegs and lagers, increase our bottled sales and
add cans as a packaged offering to our retail customers
GOLD CUP ACCUMULATOR DARKHORSE STARTING
GATE FINAL FURLONG ANASTASIA'S THOROUGHBRED
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Executive summary | What we do | Who we are | Where we are | Where we are going | How we are going to get there | How you can help | Why get involved
ESTABLISHED BUSINESS WITH UNLOCKED POTENTIAL
• For a small brewery, we have an excellent customer base that is currently under-developed due to lack of capacity
and lack of account management
• We have a good base of local free trade but dedicated sales staff could significantly expand the number of accounts
and importantly, the concentration of sales in existing accounts
• We have listings with major retail chains that hold great potential but we are currently unable to reach this due to
limitations on our ability to supply any volume of bottled (or in future) canned products
• We believe we have a brand which can translate to many international markets, opening up export opportunities
•
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Executive summary | What we do | Who we are | Where we are | Where we are going | How we are going to get there | How you can help | Why get involved
THE ROUTE TO £1.3M +
• We are proud of where we are today but also ambitious; we want to Sales
rapidly expand our production and sales capacity
1,600
• Our innovative “Smart Pump Clip” technology will bring us closer to 1,400
the beer drinking consumer
1,200
• Our closer relationship with the end consumer will drive future .•
..:"'
1,000 ..
·
product development .,·
£000's
,•
800 ....
···
• We will expand our product offering from (currently) cask real ale ..
··· 1,341
600 ,,•
only, to keg and lager
400
• Our sales today are predominantly cask, adding bottles and cans 573
200 ....
will create retail opportunities with existing customers •102 ··············
233
0
• Our current market served is within 50 miles of the brewery, we will FY2017 FY2018 FY2019 FY2020
expand nationally and in overseas markets
Executive summary | What we do | Who we are | Where we are | Where we are going | How we are going to get there | How you can help | Why get involved
AN AMBITIOUS PLAN TO GET THERE
• Expand current 4 barrel capacity to increase production capacity
• New product formats to reach more consumers
• Cask beers account for 30% of beer market, expanding our production into keg and
lagers opens up more sales outlets and appeals to a different consumer
• New bottled and canned products opens up the retail market
• New product development to treat our loyal fans and reach new consumers
• With an established range of ales, we are yet to expand into other beer styles such
as lager, pilsner which would help us to reach a different drinker
• We will continue to develop our seasonal/one-off range to create excitement and
engagement with our consumer base
• Introduce innovative contactless “Smart Pump Clip” technology to engage with
our consumers
• Recruit dedicated full time sales team members to further develop our free
trade, expand into new sales outlets and capitalise on our under-utilised retail
listings
• Utilise the Ascot Brewing Company brand to develop export opportunities
Executive summary | What we do | Who we are | Where we are | Where we are going | How we are going to get there | How you can help | Why get involved
ASCOT BREWING COMPANY IS LOOKING FOR £200K
• Phase 1 of our plan in our first funding is to raise £200K for 25.5% of the equity, here’s what it allows us to do:
• Recruit full time dedicated sales staff (currently all sales are carried out by the brewing team)
• Expand our capacity (within our existing premises) by 50% to 6BBL* (980 Litres per day), at full capacity this
can take us to run-rate sales of £350K per annum
• Roll out our NFC pump clips to inform our consumers about our beers right at the bar!
• In this period our focus is brewing better beers, consumer engagement, growing sales, building the brand,
profits will come later
• Phase 2 of our plan targeted for the 2nd half of 2018 is to raise further funding to allow us to:
• Move or expand our existing premises
• Increase capacity to 12BBL* (1,960 Litres per day), then 24 BBL* (3,920 Litres pre day)
• Further increase our sales capacity
• Drive the business to be EBITDA positive from Jan 19 onwards
* 1 BBL= British Brewers Barrel = 36 Gallons = 288 pints =163.6 Litres
Executive summary | What we do | Who we are | Where we are | Where we are going | How we are going to get there | How you can help | Why get involved
THE OPPORTUNITY
• There have been a number of craft breweries who have
grown significantly following crowdfunding, with your Invest Rewards
support, we believe we can achieve the same
£10 10% discount on purchases from our Brewery Shop in December 17
• Our focus is to grow a cash flow and EBITDA positive
a) 10 x 500ml bottled beers collected from the Brewery and 10%
business within a three year period, which will provide Brewery Shop discount in December; OR
investors a good return via a share sale, share buy backs £20 b) 6 x 500ml bottled beers delivered to UK Mainland addresses
or dividends
£100 Free Brewery Tour including tasting and 10 x 500ml bottled beers
• The board is committed and focused on building a great The £100 package plus 15% discount for one year on any purchases
£250 from the Brewery Shop
business that creates long term shareholder value
Receive the first access on all of our limited edition and special
• Along with the main benefit of becoming a shareholder in a edition beers. Investing is a great way to ensure you do not miss out
growing business, we want to offer some extra rewards to £1,000 on these coveted small batch brews. £250 package included
As a founder VIP investor join us each year at the Ascot Brewing
thank those people who believe in us Company's day at the races, includes entry ticket to Ascot
Racecourse, lunch, and of course our beers. £1,000 package
• The opportunity is to invest at a very early stage of our £2,500 included
business development. We look forward to you joining us Work with our Head Brewer to brew your own personal beer. We will
brew and store it for you (a single brew as long as it will reasonably
last), and if successful maybe we add it to our range! £2,500
£10,000 package included
Executive summary | What we do | Who we are | Where we are | Where we are going | How we are going to get there | How you can help | Why get involved
FINANCIALS - Year ending 30th June
Profit & Loss £'s FY2017 FY2018 FY2019 FY2020
Total Sales : 102,124 233,627 572,736 1,341,207
Total Direct Costs 64,074 122,678 285,202 736,865
Gross Profit % 37% 47% 50% 45%
Total Sales & Marketing 1,922 10,800 20,800 31,800
Total General & Administrative 43,193 63,207 136,286 166,311
Total Personnel 13,611 81,398 124,105 229,930
Earnings before Interest, Tax, Dep'n & Amort'n
(EBITDA) : (20,676) (44,456) 6,343 176,301
EBITDA % NM NM 1% 13%
Total Depreciation & Amortisation 5,436 6,775 22,686 35,928
Exceptional Items (23,788) 17,255 17,500
Net interest (Received)/Paid 0 0 0 0
Net Profit (Pre-tax) (2,324) (68,486) (33,843) 140,373
THANK YOU FOR READING
For further information, please contact
investors@ascotbrewing.co.uk
BACK A WINNER
www.ascotbrewing.co.uk
