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Caramol BV team 6
Caramol BV Blaricum, NL

Invest in Liquid Gold Now!

Want to become a founding partner of the next blockbuster bottled spirit? Caramol is here to stay! Crafted Caramel Liquor, ready to take over the world!

$674.809 INVESTED
172%
$391.849 0
Required Days left
8,00% 5 years
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INNER CIRCLE
The concept

OVERFUNDING: DUE TO ALL THE INTEREST AND OUR FUTURE PLANS WE DECIDED TO OVERFUND! AFTER OUR SUCCESSFUL RAISE OF THE INTIAL €350.000,- WE WILL CONTINUE TO RAISE MONEY. WE WILL USE THE EXTRA FUNDING FOR INTERNATIONAL EXPANSION. SEE OUR STATUS UPDATE ON OVERFUNDING. THANKS ALL FOR YOUR SUPPORT, LET'S CONTINUE TO FILL BOTTLES! 

Brands like Bacardi, Johnnie Walker, Martini and Absolut are amongst the most valuable assets in the world, worth billions and billions of Dollars. Imagine your Granddad would have had the opportunity, back in the day when these brands were founded, to invest and become one of the owners… Sadly, chances are he didn’t. Now here’s your chance to make up for that, for generations to come. Invest in this liquid gold and you and your offspring will have the best bar story ever.

In 2016 entrepreneur Michiel Mol discovered a French traditional liquor in the South of France. Stunned by the flavor and the wide range of fans in the region, together with two other well experienced entrepreneurs he decided to bring a deeper, more innovative version to the international beverage market. Caramol was born.

Caramol is a craft spirit based on a French local liquor from the south of France. With 24% alcohol, it's perfect to drink it "straight from the bottle" (as a shot), use it as a base for great cocktails (just as the bartender in the video seems to like it!), as a drink before or after dinner (in restaurants), straight or mixed with soft drinks (Bars).

Unique Selling Points

  1. A great product that tastes great and creates that wow factor/it’s own demand.
  2. A very compelling way to talk about it.
  3. It's interesting in a way that’s very unique and gets noticed
  4. A unique recipe
  5. The Caramol team. Proven successful in business.

Success lies in connecting these five elements into something distinctive!

Revenue model

A healthy margin per bottle. See the tab Sales Forecast in the Excel file of the Financial plan uploaded in the attachments for a complete overview.

Achieved so far

We tested, tasted, tested, tasted, tested, tasted and achieved in distilling a great and unique recipe! 

We also found a great combination of experienced and ambitious team members who are ready to turn Caramol into a global brand. Furthermore, we laid down the foundation for supporting this. Everything is aimed at the international expansion of the Caramol brand.

Required investment and purpose

Total investment required: €350.000,-

Together with incoming sales of €239.400,- the combined cash in is €589.400,- and will be used for:

  1. Production Caramol : €94.457
  2. Marketing: €39.850
  3. Staff: €68.500,-
  4. NL and UK expansion: €177.287,-
  5. Commissions ambassadors: €112.000,-
  6. Other costs: €51.250,-
  7. Interest: €25.667,-

Total: €569.011,-


Incentives Investors

The Short Story:

€ 1.500,-  or more and get 6 x 50 cl bottles of Caramol and a “Drink it Like I Own It” T-shirt.

The Intriguing Story:

€ 5.000,-  or more and get 6 x 50 cl bottles of Caramol and a “Drink it Like I Own It” T-shirt, VIP Invite for the Dutch Caramol Launch Party.

The Heroic Story:

€ 15.000,- or more and get 6 x 50 cl bottles of Caramol and a “Drink it Like I Own It” T-shirt, VIP Invite for the Dutch Caramol Launch Party, VIP Invite for the International Saint-Tropez Caramol Launch Party and a limited edition 4,5 liters Réhobaum bottle of Caramol.

The Epic Story:

€50.000,- or more, a limited edition 4,5 liters Réhobaum bottle of Caramol, your name on the etiquettes of every Caramol bottle that will be produced from here to eternity and a Hitchcock-like cameo appearance in the next global Caramol commercial. Eternal fame awaits you.

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Michiel Mol
Caramol Executive Officer

Michiel Mol is one of Europe’s most successful e-businessmen of the past decades. Having graduated from Leiden University with a degree in Computer Science and Mathematics, he started his own company Lost Boys international (LBi) which was sold to a subsidiary of WPP in 2013. In addition, he founded Media Republic, Guerrilla Games and Force Field VR. Michiel is also a co-owner and board member of Sahara Force India Formula One Team and advertising agency The Communication Company.

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Maarten Elshove
Caramol Financial Officer

After earning his degree in Law at Leiden University, Maarten Elshove started his career in finance. Having worked at various large corporations, such as ABN Amro and KPMG, he developed his entrepreneurial skills and became the director and owner of MaxCredible, which grew out to be a leading firm in customer credit management software. Maarten is co-founder of NTC and is co-owner of MM Ventures and CFO of advertising agency The Communication Company.

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Niels Blij
Caramol Marketing Officer

As a former Dutch Special Forces officer, Niels has travelled the world and during his R&R’s around the globe he became more and more intrigued by the various flavors the world has to offer. After his military career, he joined the infamous Copperhead Gin company where he was responsible for sales and marketing. Later he started Sir Edmond and is now involved in Caramol. Here’s a man who knows how to introduce a AAA liquor brand.

Legal structure

B.V.

Human development

An international salesforce will be created to assist importers and to ensure further market development and growth.


The product

In 2016 entrepreneur Michiel Mol discovered a French traditional liquor in the south of France. Stunned by the flavor and the wide range of fans in the region, together with two other well experienced entrepreneurs he decided to bring a deeper, more innovative version to the international beverage market. Caramol was born.

Caramol is a craft spirit based on a French local liquor from the south of France.

The French liquor involves a caramel infusion. After infusing caramel in pure vodka, the liquor is stored in a deeply cooled environment.

The liquor is infused for several months, similar to the Spanish Hierbas.

Because its unique flavor profile and wide possible range of consumption possibilities, Michiel Mol developed the fresh liquor into Caramel.

Unique Selling Points

Caramol is unique by its deep flavor notes and the main caramel tone which provides great versatility and numerous possibilities

Caramol can be used as a shot (in the club scene), a base for cocktails (in the cocktail scene), as a drink before or after dinner (in restaurants), straight or mixed with soft drinks (Bars).

Comparable to the likes of Amaretto or Patron Tequila, Caramol is a broad and diverse product which creates a unique opportunity.


USP's:

  1. A great product that tastes great and creates that wow factor/it’s own demand.
  2. A very compelling way to talk about it.
  3. It's interesting in a way that’s very unique and gets noticed
  4. A unique recipe
  5. The Caramol team. Proven successful in business.

Revenue model

A good healthy margin per bottle. Added value in the brand. For more detailed information please see the investor-plan.

Scalability

Because the Caramol Team is hands-on and already successfully experienced in building an international brand, the scalability is guaranteed.

The distillation and production is done by Herman Jansen Beverages. Together with BOLS they run the largest distillery in Europe. This provides the foundation to supply Caramol on a global scale.

Everything is set at international growth.

Current status

We achieved in distilling a great and unique recipe. Created an experienced and ambitious team ready to turn Caramol into a global brand and laid down the foundation for supporting that. Everything is aimed at global international expansion of the Caramol brand.

Planned developments

We will keep looking for new possibilities. Along these possibilities are for example launching specific cocktail ideas, or expanding the line with different tastes. 

Target group

The international beverage industry is finally seeing a “craft” movement take hold across bars and retail outlets in a way that could mirror the success craft beer brewers have had in recent years.

Alcohol is nearly consumed by every human being over the globe. Making the beverage industry one of the largest industries over the world.

Caramol can be used as a shot (in the club scene), a base for cocktails (in the cocktail scene), as a drink before or after dinner (in restaurants), straight or mixed with soft drinks (bars).

Comparable to the likes of Amaretto or Patron Tequila, Caramol is a broad and diverse product which creates a unique opportunity in a target audience of people aged 21 to 51.

Market size

In a broad study backed by the American Craft Spirits Association that is being billed as a first-of-its-kind deep dive into the craft spirits movement, the industry has reportedly achieved $2.4 billion in retail sales in 2015, growing at a compound annual growth rate of 27.4% in volume. The market share for craft spirits reached 2.2% in volume last year, up sharply from 0.8% in 2010.

This growth is expected to get continued support from retailers and wholesalers, likely because they’ve seen the success craft brewers have achieved in the beer world. Within beer, craft producers now control about 12% of total market volume and are posting growth rates that far exceeds the total category.

Why is “craft” becoming a hit in the liquor world? There’s been a broad shift in a variety of beverage categories to sell more craft items that are deemed premium.

The consumer-led movement is most advanced within beer, but craft is happening in spirits, soda and coffee, among other beverage categories. Some experts say “craft” can capture as much as 30% of the market in the beverage world…none of the sub-segments are even close to obtaining that market share.

The growing popularity of craft spirits has led to some deal making, similar to what the beer world has seen in recent years. Some recent transactions include Constellation Brands’ $160 million acquisition of High West Distillery, Pernod Ricard’s separate $150 million deals for Monkey 47 gin and Avion tequila, Campari’s $100 million deal for acquiring Bulldog gin and Bacardi’s takeover of Angel’s Envy bourbon.

If support from consumers and retailers mirrors the success brewers have had, the potential for craft spirits disruption can be even more massive.

Competition

Comparable to the likes of Amaretto, Baileys, Licor 43 (Cuarenta y Tres) or Patron Tequila. But all alcoholic beverages can be seen as competitors. But since Caramol is a broad and diverse product which creates a unique opportunity we see plenty of opportunities! 

Customer feedback

Customer feedback has been overwhelming. Everyone who tastes Caramol is blown away by its unique flavour. 


Current customers

Even while Caramol is not on the market yet, Heineken is already willing to list it. Also 4 other wholesalers want to list the product.

Besides the off-trade we have already 87 bars in The Netherlands and 121 venue's internationally who are waiting for Caramol to be on the market. Willing to put it on their bars!

New customers

For us to get new customers, we worked out a few steps to take:

  1. Build a steady showcase in The Netherlands.
  2. Set an international growth plan with country targets.
  3. Find key importers/distribution partners in targeted countries.
  4. Create and drive an international salesforce to assist importers and ensure further market development growth.
  5. Implement the marketing and sales strategy per country.
  6. Cultivate/farm with each importer and develop long-term relationships with them.

These steps should lead to a continuous base of new customers.

Sales pitch

THE BRAND STORY

‘It was in the pine tree shadows of one of Côte d'Azur's most exclusive beach clubs where Caramol was originated. The wayward bartenders of the illustrious beach cabana were the ones that came up with the idea of dissolving chunks of rich French Caramel in pure, high grade Vodka. They never put it on the menu but decided to keep it for themselves. Discretely being offered one as a guest meant you had entered into the inner circle. The recipe eventually made it to the Netherlands, were Caramol is now distilled for the happy many. One thing never changed though; you still got to drink it like you stole it.’

What has been done before

So far, we have built the brand strategy and set out the story to our first contacts. 

Heineken is already willing to list it. Also 4 other wholesalers want to list the product. Besides the off-trade we have already 87 bars in The Netherlands and 121 venue's internationally who are waiting for Caramol to be on the market. Willing to put it on their bars!

Marketing & sales channels

The sales in the off & on-trade for Caramol will be conducted in various stages:

  1. Build an external distribution network thru wholesale. (Availability) 1 month.
  2. Product placement in the top 50, high-end and leading on-trade. (Cultivate) 1 month.
  3. Product placement in 350 targeted mid segment on-trade venues. (Farm) 3 months.
  4. Product placement in the top 50, high-end and leading off-trade. (Retail) 1 month.
  5. Product placement in 350 targeted mid segment off-trade stores (National) 3 months.
  6. Farm (Maintain and grow further) indefinitely.

Implementation in 9 months*

Marketing objective

Marketing is essential in launching a new product in the market. To support sales, Caramol will develop a wide range of marketing tactics and tools to activate the brand. A detailed target group will be defined and marketing efforts will be created accordingly to communicate to those segments.

  1. POS Materials (Brand books, Ice Coolers, Glassware, Bar tools, Displays, Bars, Dummy-bottles, etc) This catalogue will be available for importers and agents. To offer to the on-off trade or to be used on conventions, bar shows or marketing events. Importers can order items via the POS budget they get per ordered bottle. (1 euro per bottle calculated).
  2. Sample Bottles (Handouts and sample giveaways) – (Estimated 250 liter per country).
  3. Organize and host dedicated Caramol events in the on-trade (consumer and trade orientated) to create a brand experience for the target audience.
  4. Support openings, parties, fashion shows, racing events, national events with product or with the Caramol Bar.
  5. Create a online / social media strategy and several Caramol platforms on Instagram, Facebook, Pinterest and Twitter. Create an unique and recognizable identity.
  6. A known bartender from the high end cocktail scene will be appointed as brand ambassador. To host masterclasses, support as a (star) bartender on events and to build the brand to an established level. He will be the spokesperson into the on-trade scene.
  7. Caramol will be present in the top 6 bar conventions or retail orientated events. This will be supported from the brand itself and not from the importer/agent. Events like, The Perfect Serve Barshow, Tales of the cocktail, The Liquor Convention or Berlin Bar Convention. (6 per year per country – in consultation with the importer/agent).
  8. Per country an PR agency or PR agent will be appointed for press, bloggers, vloggers etc. and to search out the right events to support with product placement. (give-aways).

Partnerships

We have established the following partnerships:

- TCC (The Communication Company) for Marketing

- The Fightclub for Online Marketing

- Heineken for distribution

- Right Spirits as the Dutch agent.

- Symbid for crowdfunding

- Fresh Fugu for events & media productions

- Herman Jansen Beverages for production and distillation.

Projected turnover

Since we will launch the product in June we calculate from May till May.

Expected Revenue:

May 2017 - May 2018: €166.826,-

May 2018 - May 2019: €918.462,-

May 2019 - May 2020: €2.240.578,-

Assumptions

The projected turnover comes out of experience of bottle sales and brand-building for Copperhead Gin, Sir Edmond and other brands.

Assumptions on bottle sales:

Year 1: 3300

Year 2: 82060

Year 3: 208900


Another assumption is that, via the network of the experienced team,  the Caramol brand will be picked up by vendors, resellers and end consumers. The first year we expect to at least launch in The Netherlands and the UK. 

Invested so far

€ 28,000 of own capital.

Investment requirement

The funding need for 2017 is €350.000,- 

But we will make use of the overfunding possibility if possible since we expect to need new funding in 2018. 

Purpose of investment

Total investment required: €350.000,-

Together with incoming sales of €239.400,- the combined cash in is €589.400,- and will be used for:

  1. Production Caramel : €94.457
  2. Marketing: €39.850
  3. Staff: €68.500,-
  4. NL and UK expansion: €177.287,-
  5. Commissions ambassadors: €112.000,-
  6. Other costs: €51.250,-
  7. Interest: €25.667,-

Total: €569.011,-

Return

You will invest in a convertible loan with 8% simple interest rate. In our financial plan we expect future funding which gives you the option to convert to shares. When no future funding is necessary we tend to convert after the period of 5 years (see convertible loan agreement). 

We see the following exit strategies:

  • Caramol takes over the world. Crowdfunders can expect a nice return on investment with the option for a buyout.
  • Sale of Caramol to bigger company.

Incentives Investors

The Short Story:

€ 1.500,-  or more and get 6 x 50 cl bottles of Caramol and a “Drink it Like I Own It” T-shirt.

The Intriguing Story:

€ 5.000,-  or more and get 6 x 50 cl bottles of Caramol and a “Drink it Like I Own It” T-shirt, VIP Invite for the Dutch Caramol Launch Party.

The Heroic Story:

€ 15.000,- or more and get 6 x 50 cl bottles of Caramol and a “Drink it Like I Own It” T-shirt, VIP Invite for the Dutch Caramol Launch Party, VIP Invite for the International Saint-Tropez Caramol Launch Party and a limited edition 4,5 liters Réhobaum bottle of Caramol.

The Epic Story:

€50.000,- or more, a limited edition 4,5 liters Réhobaum bottle of Caramol, your name on the etiquettes of every Caramol bottle that will be produced from here to eternity and a Hitchcock-like cameo appearance in the next global Caramol commercial. Eternal fame awaits you.

Risks

Company specific risks:

  • Too optimistic assumptions.
  • Tool one time span for market adoption.
  • Fail to get vendors or reseller contracts in the Netherlands or abroad.
  • Revenue that stays behind.
  • Competitor that brings a product with similar taste to the market.
  • We don't succeed in raising follow up investments.

General funding risks:

  • The Lender agrees that its claims against the Borrower under this convertible loan agreement rank below all other, non-subordinated, claims against the Lender as referred to in Section 3:277.2 Dutch Civil Code (‘BW’). 
  • Lender issues a (subordinated) convertible loan to convert at a later stage to depositary receipts to become a shareholder of the company. Lender expects an (exponential) growth of value of the company with the possibility to sell the depositary receipts with a capital gain. However in most situations such capital gains do take more than an additional five years after conversion to be realized. In exchange for the possibility of a high return in case of a scenario of exponential growth of the value of the company, there is a risk the investment will be lost in case the company is not doing well.
  • Please ​read here​ carefully the risks while investing in shares or loans offered by the companies published on Symbid. Here you can also obtain insight in the default report of Symbid before deciding to invest. The main risk of this start-up is a lack of brand awareness. For this we have a marketing strategy in place which can be tweaked along the way. This to ensure that we create enough brand awareness, get enough visitors and receive enough bookings.