Mixtons

£2.5m in revenue just from event presence with on/off-trade all to come

Welcome to quick pitch! Our mission is to provide exposure to early stage startups and connect investors with the best in class founders.

Today’s feature is an early-stage start up reshaping classic RTD cocktails and seriously crushing it as they continue to move into on/off trade.

Categorised as EIS/SEIS eligible

The UK’s EIS/SEIS schemes are incredibly important for early stage startup funding, making the UK highly competitive for securing investment. At quick pitch we think it’s crucial to champion startups taking advantage of this super power even if pre-launch.

The Market

  • RTD is the fastest growing market in alcohol both globally and in the UK growing 14.2% CAGR. Premium cocktails are leading this growing at a staggering rate of 82% YoY between 2022 and 2023.

This week's business solves two major problems: 

  • There is no differentiation on the RTD cocktail shelves and people are looking for a change with only 18% of consumers wanting a traditional cocktail.

  • Nothing exists that bridges the gap between the traditional cocktails and (expensive) drinks made exclusively for flavour discovery and experimentation.

One Liner

Mixtons is redefining the classic and RTD cocktails market by adding their unexpected flavour twists.

  • The team have built the largest festival presence of any RTD brand, solid revenue and customer foundation to scale into the retail and owned e-commerce channels.

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Quickfire

  • Headquarters: London

  • Employee count: 5

  • Investors: 8 angels

  • Funding amount: Raising £700k (£150k committed as of 20/11/2024)

  • Business model: Multi-channel (partnerships, off-trade, on-trade, e-commerce)

  • Traction metrics: 

Due Diligence

APPEALS

  • High defensibility and USP: Ownership of own-able names and brand IP of each drink provides a moat to competitors trying to pass off the brand Mixtons has built.

  • Huge festival presence: Strong brand equity from IRL presence increases the chance of successful launches into stores as they list more and more.

  • Proven DTC navigation: The founders have proven that they are able to succeed delivering taste that resonates with customers, managing stock levels and logistics and everything that comes with running a DTC brand.

POTENTIAL RISKS

  • Reliance on events: Mixtons revenue split currently relies heavily on events. Major event cancellations for uncontrollable reasons could negatively impact growth and forecasts.

  • Listing problems: Listings are hard to achieve. Without them, Mixtons won’t be able to grow as fast as forecasted.

  • Supply chain issues: Similar to events, third party supply chain issues will stunt growth.

Competition

Founders

  • Cofounder, Ranjit Dhumale: 8 years experience running mobile events company and franchise.

  • Cofounder, Xavier Craine: Ex SaaS startup founder in the travel/ creator space.

  • Cofounder, Simeon Tankov: 4 years experience running mobile events company and franchise alongside Ranjit.

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quick pitch Events

  • In 2025 we’re going all in on hosting incredible events for our founders and investors across cities in the UK and Europe.

  • If you want to get involved, maybe you have a space we can use, want to be speaker or are keen to attend, let us know here.

Written by Luke & Seb