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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:
150+ festivals and partnerships including the likes of Boardmasters, Bournemouth 7’s, Pub in the Park, The O2, Henley Royal Regatta and Winter Wonderland generating a combined event revenue of £2.5m in 3 years.
£1.5m in event revenue forecast for 2025. 70% increase from 2024.
Forecast to hit profitability by 2026 after building it’s foundation of customers and brand equity.
Launched into Wholefoods and WHSmith (May 2024) becoming the second best selling cocktail RTD in flagship stores.
Advanced talks with Sainsbury’s, Tesco and Waitrose including planned launches in 2025.
Due Diligence
APPEALS
| POTENTIAL RISKS
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Competition
MOTH Cocktails, Funkin Cocktails, Wonderland (BrewDog Distilling Co.) (all in retail).
Despite retail listings, these brands lack significant differentiation or a true USP on shelf. They're more of a solution than a brand which will grow real loyalty.
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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