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RULE
We put a totally fresh spin on a timeless treat. It’s the perfect blend of everyday vibes, a touch of whimsy, and exquisite flavor. And oh, did we mention it’s totally delicious?
Cheerful, easy to select, easy to drink.
Grabs your attention.
Simple and memorable packaging with playful logo and vibrant colors.
Low price, not low budget.
Offers a new type of premium wine at this price point.
Simplified complexity.
The majority of U.S. consumers do not consider age, vineyard, or prestige. They want something that tastes great, is fun and adventurous, and easy to find on a shelf.
You don’t need to be a Master of Wine to enjoy Wineslut, but we needed one to make it.
Wineslut brings old school pre-1960s winemaking straight into the 21st century. Our reimagined take has Amy Christine MW hand-selecting the finest wines from small producers across California in the sprit of merchants of yore. She masterfully blends them to make a fresh, lively, dangerously drinkable style of wine.
It’s a modern twist on a classic style of winemaking.
* Want to sound cool? The style of wine production is called “Négociant”. It’s French for negosiã and it means a wine merchant or wholesaler; specifically, one who buys grapes, grape juice, or partially fermented or finished wine from others and sells the wine produced under his or her own name.
Ok, so what’s the big deal about being a Master of Wine (MW)?
A Master of Wine (MW) refers to a qualification granted by The Institute of Masters of Wine, which is based in the UK. It is the highest qualification in the wine industry, demonstrating extensive knowledge and expertise in wine. Typically only about 5-10% of candidates succeed. As of 2024, there are only 25 female Masters of Wine in the US.
Most people don’t know the difference between good and bad wine, but we are giving them the good stuff anyway.
Consumers might not have a sophisticated palate, but we are giving them a sophisticated wine in a package that everyone loves. Nielsen data indicates that nearly 60% of consumers decide which wine to buy based on the label alone, highlighting the power of visual appeal and branding.¹
Wineslut is red, white, rosé, and sparkling.
No vintages. No fancy regions. No stuffiness. Just great Californian grown grapes smashed into an unfortgettable, joyful package.
¹ source: Market Data Forecast, 2024; *ALSO BONUS: VinePair’s own survey found that 82% of respondents admitted to choosing wine based on the label.
Totally unforgettable and instantly recognizable.
Let’s face it, consumers crave an easy escape through the products they consume. Wineslut is that delightful diversion, a spirit of whimsy in a bottle. A dash of lighthearted irreverence to make any occasion more fun.
The numbers.
In 2023, the total retail value of wine sales in the United States was approximately $81.33 billion. ¹ The U.S. wine market continues to show growth, driven by trends such as increased consumer interest in premium wines and wine tourism. ²
As a population, we drink more wine than any other country in the world.³
In 2023, wines priced between $20 and $29.99 accounted for approximately 12% of the total unit volume sales in the U.S. wine market.⁴
That’s $9.76 billion up for grabs.
Premium wines priced above $12 are performing better in terms of revenue compared to standard and below wines. Millennials and Gen Z are more frequent wine consumers and prefer premium and experimental wines.⁵
Let’s go global.
The Global Wine Market is estimated to be $300-400 billion.⁷
Therefore, markets such as China ($15.8 billion)⁸, Austrailia ($12.6 billion)⁹, New Zealand ($1.92 billion)¹⁰, and the United Kingdom ($19.3 billion) ¹¹ account for an additional opportunities outside of the US.
Wineslut will seek international distribution and/or licensing deals along with its dominance in the casual US wine and spirits market. We’ve already entered the Swedish market, with plans to launch in the UK soon.
Yes, we are hip to that.
Our target demo buys more and spends more.
Gen Xers aged 35-54 are in their prime purchasing years and Millennials and Gen Z aged 21-34 present the largest growth opportunity for the US wine market.⁴
58% of 18-34-year-olds and 66% of 35-54-year-olds consume wine.⁷
Wine Intelligence Vinitrac® data shows younger consumers are more involved, adventurous and higher spending. 28% of Gen Z drinkers have high category involvement. Younger people also spend significantly more in both on- and off-premise categories.⁵ 28% of women say that wine is the alcoholic beverage they drink most often.⁶
Wineslut is an affordable luxury.
Gen Z pays more and thinks nothing of $20+ wines. Millennials tend to be explorers and you can reach them with compelling stories and points of difference.⁴
Alternative Packaging
Marketing Wineslut in bag-in-box, cans, and tetra-pak presents significant opportunities.
The global canned wine market is forecast to expand 18.3%, increasing in value from US$773 million in 2023, to US$2,507 million by the end of 2030¹.
Bag-in-box wines are popular in Sweden, where 60% of wine sold is in this format due to its affordability and ecofriendliness².
Bag-in-box wine is also popular in the U.S., (which now represents 10.59% of total wine spending³), Norway and Germany. Tetra-pak wines are gaining traction in Australia and Brazil, offering portability and sustainability. Targeting these markets with Wineslut’s innovative packaging can capitalize on these trends, appealing to eco-conscious and convenience-seeking consumers.
Are you serious about that name? You betcha.
To grab the attention of loyal and repeat consumers, many well-established brands chose playful and suggestive names.
Virgin
Airlines
Since Virgin Atlantic launched, it’s held the imagination of the travelling public. ‘Play with yourself’ was the way they chose to advertise the first ever seatback games. From Richard Branson: “The cheeky language we’d employed to encourage people to fly with us was key.”
French Connection and fcuk.
The French Connection’s fashion business operates in over 50 countries around the globe and has licensed partners operating across Asia, Australia and the Middle East. It was originally founded in 1972 but became wellknown in the early 2000s specifically for its “FCUK” branding.
Bitch
and Fat Bastard
Bitch and Fat Bastard wines used edgy names to stand out when introduced in 2007. The first vintage comprised 800 cases. Annual sales surpassed $8 million in 2001, proving risqué branding’s power ¹
Good wine scales up nicely.
Some case studies for comparison.
In 2012 Miraval Rosé sold out within hours of release. Critical praise followed, making Miraval a success story among celebrity-linked wines. In 2016, production more than doubled with approximately 500,000 bottles produced that year.¹
In 2015, Meiomi was acquired by Constellation Brands for $315 million. In 2016, sales hit $35.3 million for the first three months alone.² In 2017, Meiomi reached 1.1 million cases sold.
In 2015, White Girl Rosé put in an initial order for 800 cases and ended up quadrupling the order. A year later, they launched Babe Rosé. From 2016-2020, Babe’s CAGR was nearly 2,000% according to IRI. In 2019, Anheuser-Busch InBev bought Babe Wine – the largest wine investment in its history according to Bloomberg.³
In 2000, when The Prisoner debuted, the wine sold 385 cases. In 2017, the company produced 165,000 cases. Its striking label art has helped it stand out.⁴
Great brands get bought not sold.
Large companies continue to acquire cult wineries and hot up-and-coming brands to add to their portfolios.
In 2023, Treasury Wine Estates acquired DAOU Vineyards for $900 million, a luxury wine business, and E. & J. Gallo aquired Massican (annual production of 7,500 cases - but with plans to grow to 50,000 cases). In 2022, Vintage Wine Estates acquired Novel Wine Co., including brands Novel and Rule Breaker. Gallo bought over 30 wine brands from Constellation Brands for $1.1 billion in 2021. Stoli Group’s subsidiary, Tenute del Mondo, acquired a 50% stake in Miraval from Angelina Jolie. Duckhorn Wine Co. acquired Kosta Browne Winery, known for Pinot Noir. In 2019, Anheuser-Busch InBev acquired Babe Wine, its largest wine investment in its history. In 2016, Treasury Wine Estates bought Asti Winery for $124 million, and Constellation acquired The Prisoner for $285 million.In 2015, Constellation acquired Meiomi for $315 million. Barefoot was sold to E&J Gallo Winery in 2005 and, as of 2022, generated $582 million in US sales.
Wineslut Tasting Room
Wineslut will have a dedicated tasting room to supercharge DTC sales and acquire loyal wine club members in either in Solvang or Los Olivos, CA.
About wine country
Solvang, known as “The Danish Capital of America,” and Los Olivos, play a pivotal role in the wine industry within Santa Barbara County. The region generates approximately $1.7 billion in annual economic activity from wineries, vineyards, and related businesses. This includes $117.2 million in annual tourism spending, largely driven by 1.1 million visitors who flock to the area for its wine tasting and related events. The wine industry in Solvang also provides around 10,202 jobs and contributes $602.6 million in annual wages and benefits.¹⁰
As seen in
Wineslut Merchandising
Additional opportunities for rapid revenue growth.
Wineslut has significant untapped potential for merchandising. By expanding into carefully selected product lines we could create new revenue streams and enhance brand visibility. Strategic partnerships and licensing agreements could amplify our reach, potentially yielding substantial returns with relatively low upfront costs.
Death Wish Coffee had humble beginnings as a local coffee shop in Saratoga Springs, New York, but quickly expanded to online sales and launched a line of goods, going from a bootstrapped startup to doing $14 million in revenue after 5 years.
Sriracha (Huy Fong Foods): While still primarily a hot sauce company, they’ve expanded into merchandise featuring their iconic rooster logo and bottle design, and hit $150 Million a year in sales.
Our je ne sais quoi is Amy Christine, MW.
Winelsut is owned and operated by a Master of Wine (MW).
As female founders shake up industries, consumers crave brands with personality and heart. With over 20 years of experience in winemaking, grape growing, and wholesale and DTC sales, our CEO/Winemaker possesses a unique combination of wine industry expertise and business acumen. She holds a Master of Wine certification, one of just 419 individuals in the world. This means she has tasted as many bad wines as good wines. Tasting a lot of bad wine, while an unfortunate undertaking, led her to an understanding of how to make delicious premium wine at an affordable price. She met her husband, winemaker Peter Hunken in 2004, and joined Peter at HOLUS • BOLUS in 2005. Peter and Amy are now entering their 20th vintage of producing small batches of refined, artisanal wines, made from Chardonnay, Roussanne, Gamay, Pinot Noir and Syrah.
(But if you really want to get her excited, talk to her about Prince.)
Our Chief Storyteller: Marcel Sarmiento
Let’s get creative.
Our Creative Director/Chief Growth Officer is a true Renaissance man. He has raised over $15 million to produce independent feature films across genres like comedy, thriller, and horror, distributed by HBO, Blumhouse Pictures, and STARZ, including one film ranked among Reddit’s “20 most disturbing movies of all time.” He joined a startup creating virtual reality games for Meta and PlayStation, launching the top ten title “The Exorcist Legion VR.” Before this, he collaborated with Martha Stewart on best-selling coffee table books on “Christmas Wreathes” and was part of the creative team with The United Nations World Food Program when they were awarded the Nobel Peace Prize in 2022. With a relentless drive and a knack for storytelling, his uniquely irreverent style ensures Amy’s journey will be one-of-kind and totally unforgettable.
Our e-com expert is Hailey Ennis.
How does Wineslut scale up?
By mastering the e-commerce game with flair.
Navigating the digital landscape to grow a brand is challenging, so we’ve enlisted Hailey Ennis. With extensive experience in managing large-scale e-commerce operations and driving sales growth through multiple channels, Hailey has proved her prowess. As the e-commerce manager for David Chang’s Momofuku brand, she played a key role in its expansion into the Consumer Packaged Goods (CPG) sector. Since launching in 2019, the goods expanded to over 3,500 grocery stores, and developed a 15,000-member Facebook group and a 500,000-strong subscriber list with a 65% open rate. Hailey’s efforts were pivotal in making Momofuku a household name with sales exceeding $100 million in 2023.
The Team
Our ace in the bottle is Peter Hunken.
This guy knows the business of wine.
Our Strategic Wine Consultant began his career in wine as assistant winemaker at Stolpman Vineyards from 2001 to 2008. In 2003, Peter founded Holus Bolus, a winery committed to crafting high-quality Syrah, Grenache, and Roussanne.
In 2014, Peter and his wife Amy expanded their viticultural pursuits by planting a 5-acre vineyard at the western edge of Sta. Rita Hills AVA, named The Joy Fantastic. This vineyard signifies Peter’s enduring commitment to producing high quality, ultra-premium wines in Santa Barbara County. Over the last 20 years Peter had produced numerous wines that that have received mid to high 90s ratings from Wine Enthusiast and Vinous (Antonio Galloni).
Peter has done it all. In addition to winemaking, Peter is well versed in compliance, distribution, accounting and the day-to-day operations of owning and operating a successful wine brand that’s internationally distributed.
Operations by Joshua Smith.
Corporate savvy meets startup spirit – the perfect blend.
Starting as a side hobby to his 20+ year corporate career advising and working for numerous Fortune 500 companies; our Operations Consultant made annual wine trips to CA from MN, while also exploring Wine & Spirit Education Trust courses to gain knowledge and appreciation of the art of winemaking. In the beginning of 2024, Josh decided to leave the corporate world behind and focus full-time on his passion for wine. As a business professional, Josh had numerous executive roles focusing on operations, product development and finance. Throughout his career, Josh has had the ability to see the big picture and then work to operationalize the vision, continually thinking outside the box and challenging the status quo in search for a better solution for any obstacle he encounters.
Sip, Invest, Repeat.
Here’s our business model:
Make great wine at lower cost.
Our Master-of-Wine makes excellent wine at a very approachable price better than anyone. Our model is purchasing wine post-harvest, a financial advantage of no long term grape contracts.
Build a cult brand people love.
We target the fast growing “affordable premium” segments where quality cues like vibrant design and cultural cachet command a premium. It’s identity, not just product. Deploy our contacts and reputation.
We aggressively target expansion through CA wholesale, US and international FOB, web and tasting room DTC sales, with a strong focus on viral marketing to spark explosive growth.
Bootstrapping Bodacity
A brand new wine to market with no brand awareness, no marketing budget, and no sales reps?
Honestly, we’re crushing it.
The first Wineslut release was May 2023 with our flagship wine, Wineslut rosé.
The rosé sold out in 8 weeks through the Holus Bolus tasting room. That summer, we bottled a Wineslut white and Wineslut red, and released them during 3 launch events in Los Angeles in August 2023. Both will sell out before the next release.
Wholesale and international market expansion.
Recently, we started exploring the wholesale market within California, as well as out-of-state and internationally. By Q2 2024, we secured distribution in California, Montana, and Massachusetts, and are in the process of expanding into Tennessee and New York. Internationally, we’ve entered the Swedish market, with plans to launch in the UK soon.
The Era of Scaling Without Growing
We plan to make use of emerging AI technologies to help manage functions like HR, accounting, and inventory management, empowering our small team to scale our reach and ambition without growing headcount proportionately.
Let’s not forget the demand side of the equation.
Notably, this coming “small team, big business” wave will allow our team to capitalize on the shift in consumer preferences toward human-crafted brands. As large companies flood the market with cheaper versions of everything, consumers will increasingly crave more scarce, authentically human experiences offered by small businesses run by passionate people. Our products and vision will be intensely personal, but the mechanics of our business operations will be incredibly efficient, helped by AI-driven tech.
Summary Product Roadmap.
Amy’s connections fast-tracked the launch of Wineslut by leveraging the established infrastructure of her Santa Barbara County labels, Holus Bolus and The Joy Fantastic. Operating an as extension label during its early growth stage, this provided Wineslut with turnkey production, distribution, and tasting room DTC sales without traditional startup costs.
Here’s how we plan on scaling and growing the business:
Growth and wholesale expansion will be incremental to demand as we launch targeted DTC initiatives and social campaigns. The five year mark represents an opportunity to be bought out by a larger producer (eg. Constellation) who can scale the business to 100,000 cases or more.
Leveraging Experience for Explosive Growth
WINESLUT is not just another wine startup; it’s the culmination of over two decades of industry expertise and success. Our founding team brings to the table more than 20 years of experience operating an upscale, successful wine brand, including four years of managing a thriving tasting room. This wealth of knowledge forms the bedrock of our ambitious new venture.
While our sister brand focuses on a more bespoke, premium market segment, WINESLUT represents our strategic pivot to capture a broader audience. We’re leveraging everything we’ve learned to date to launch a wide-appeal, lower-cost brand that has the potential to disrupt the traditional wine market.
Our financial plan and growth strategy have been meticulously crafted based on our deep industry insights:
Years 1-2: Building the Foundation
We’ve allocated the first two years to strategically build our sales network, hone our brand identity, and refine our target audience. This period is crucial for establishing WINESLUT in the market and setting the stage for rapid expansion.
Year 3 and Beyond: Accelerated Growth
By Year 3, we anticipate hitting our stride. With our foundation solidly in place, we project significant scaling of our operations and market presence.
Profitability and Investor Returns
Our structure is purposefully designed to not only support rapid growth but also achieve profitability by Year 4. This approach enables investors to start seeing returns on their investment relatively quickly, while still allowing for continued company growth and talent retention.
Strategic Capital Raise
The capital we’re seeking is carefully calculated to support our ambitious growth trajectory through the critical early years. It provides the necessary runway to establish our brand, build our market presence, and scale our operations to the point of profitability. This is not a blind venture into an unknown market. Instead, it’s a calculated move by seasoned professionals to apply their expertise to a new, exciting segment of the wine industry — and beyond.
Our ambitions extend well past the wine bottle
We see the future of WINESLUT as a revolutionary multi-channel lifestyle brand crossing over into WINESLUT-branded content, events, and experiences, humerous guides to traveling, eating, and drinking, products sold at multiple retail and online outlets, and entertainment. We invite investors to join us on this journey as we cultivate the spirit of WINESLUT to build an empire.
Financial Prospectus: A Comprehensive Guide
1. Introduction:
WINESLUT is an innovative wine brand seeking $1,350,000 in funding to support operations through our first three years, with the goal of reaching profitability in Year 4. We’re offering an equity stake of 15% based on our projected valuation range.
2. Product Overview:
We offer five types of wine: Red, White, Rosé, Sparkling, and Premium, along with branded merchandise (t-shirts and sweatshirts).
3. Sales Channels:
- Direct-to-Consumer (DTC): Highest margin, includes tasting room and online sales.
- California Wholesale (CA Wholesale): Moderate margin, distribution within California.
- Freight on Board (FOB): Lowest margin, for sales outside Californiaa and international markets.
Note: Premium wine is sold exclusively through DTC.
4. Pricing Strategy:
- Red, White, and Rosé: DTC $300/case, CA Wholesale $200/case, FOB $150/case
- Sparkling: DTC $420/case, CA Wholesale $280/case, FOB $210/case
- Premium: DTC only at $420/case
- T-shirts: $30 each
- Sweatshirts: $55 each
5. Production Volume:
Year 1: 1,000 wine cases, 800 t-shirts, 200 sweatshirts
Year 2: 2,500 wine cases, 1,600 t-shirts, 400 sweatshirts
Year 3: 5,000 wine cases, 4,000 t-shirts, 1,000 sweatshirts
Year 4: 10,000 wine cases, 6,000 t-shirts, 1,500 sweatshirts
Year 5: 25,000 wine cases, 8,000 t-shirts, 2,000 sweatshirts
6. Revenue Calculation:
We calculate revenue based on our production volume, pricing strategy, and sales channel mix. For example, in Year 1:
- Wine Sales: $260,875
(Breakdown: Premium $21,000, Sparkling $49,875, Still Wines $190,000)
Year 1: $100,000 with 5% increases through years 2 through 5
Peter Hunken - Operations/Wine Consultant
Year 1: $15,000 with 5% increases through years 2 through 5
National Sales Director
Year 1: $100,000 with 5% increases through years 2 through 5
E-com manager/Marketing Lead
Year 1: $50,000
Year 2: $52,500 (5% increase)
Year 3: $100,000 with 5% increases through years 3 through 5
Tasting room employees
Year 1: $100,000 with 5% increases through years 2 through 5
Accounting/HR/Operations
Years 1 and 2: $12,000 ($1,000/month)
Year 3: $30,000 ($2,500/month)
Year 4: $42,000 ($3,500/month)
Year 5: $44,100 (5% increase from Year 4)
Total Salary Expenses:
Year 1: $477,000
Year 2: $500,850
Year 3: $587,538
Year 4: $627,417
Year 5: $658,787
Notes: Accounting, Operations/Wine Consultant and the first 2 years of E-Com/Marketing Lead are Independent Contractors. The tasting room employees’ salary is listed as a single line item, assuming it covers multiple employees, who may also be Independent Contractors or part time employees.
d) Additional Costs*:
- Shipping, rent, licensing, marketing, travel, insurance, etc.
- Warehousing: $0.25 per case per month, decreasing monthly
- Shipping from Bottling Location:
Years 1-2: $2.50/case
Years 3-4: $2.00/case
Year 5: $1.00/case
(*as case volumes increase, certain per case costs decrease)
8. Detailed Financial Projections:
Year 1:
Revenue: $295,875
Costs: $916,325.50
Net Loss: -$620,450.50
Year 4:
Revenue: $2,492,550
Costs: $2,018,772
Net Profit: $473,778
Year 2:
Revenue: $691,875
Costs: $1,060,914.25
Net Loss: -$369,039.25
Year 5:
Revenue: $5,851,250
Costs: $3,488,324.50
Net Profit: $2,362,925.50
Year 3:
Revenue: $1,308,850 Costs: $1,444,165.50
Net Loss: -$135,315.50
9. Path to Profitability:
We project reaching profitability in Year 4, driven by:
- Increased production volume
- Economies of scale in production and operations
- Growing brand recognition leading to higher sales
- Optimized sales channel mix
10. Funding Needs Calculation:
We calculate our funding needs based on the cumulative losses in the first three years, plus a 20% buffer:
Sum of losses Years 1-3: $620,450.50 + $369,039.25 + $135,315.50 = $1,124,805.25
We’re offering an equity stake of 15% for the $1,350,000 investment, acknowledging the risks of an early-stage venture.
13. Growth Strategy and Reinvestment:
- Years 1-2: 100% revenue reinvestment
- Year 3: 85% reinvestment, 15% retained profit
- Years 4-5: 80% reinvestment, 20% retained profit
This strategy allows for aggressive growth while beginning to generate returns in later years.
14. Additional Growth Opportunities:
While not factored into our financial projections, we’ve identified several additional revenue streams that could rapidly accelerate growth:
- WINESLUT-branded content, events, and experiences
- Expanded merchandise line
- Alternative packaging formats
- Strategic partnerships and collaborations
- Book series and educational content
15. Exit Strategy:
Our primary exit strategy is positioning WINESLUT for acquisition by a large wine company within 5-7 years post-investment, potentially offering significant returns to early investors.
Conclusion:
WINESLUT presents a compelling investment opportunity in the competitive wine industry. Our financial model demonstrates a clear path to profitability by Year 4, with substantial profit projected in Year 5. The requested investment of $1,350,000 will fund our operations through the initial growth phase, covering losses in the first three years and providing a buffer for unexpected expenses.
In return, we’re offering an equity stake of 15%, based on our projected valuation range of $9.84M to $17.55M. This equity offer acknowledges the risk investors are taking on an early-stage venture while reflecting our strong growth potential and the possibility of accelerated returns through additional growth opportunities not factored into our conservative projections.
We believe this presents an exciting opportunity for investors to participate in the growth of a dynamic new player in the wine industry, with the potential for significant returns as WINESLUT disrupts the traditional market with our innovative approach and brand strategy.
