Our Mission

 

To reshape our drinking culture by making “Better For You” beverage options readily available for all occasions.

Letter from the Founder

 

To our finest people,

 

It is with the sincerest gratitude that we have your attention to consider becoming a co-owner of Finery.

 

In 2018 I embarked on a health and fitness journey to take better care of myself after becoming a mother of two. The choice to take a whole food approach was my own and what I discovered during this process was by removing artificial ingredients, reducing my alcohol intake and exercising gave me the most incredible health benefits.

 

I was training vigorously, but it was what went in my mouth with food and drink that made 90% of the difference to how I felt days and even weeks after. By reducing my alcohol, eating whole foods and removing sugars I had more energy, slept better, and had mental clarity.

 

Life doesn’t always go to plan and I was being caught out. I love to socialise, but going out and being asked why I wasn’t drinking is tiring and often staying at home felt like an easier option. If I did go out and have a drink my sleep and my eating would suffer. Harder to train and harder to function in general.

 

This is where the idea of Finery began. Creating convenient but premium, making a beverage from real ingredients, creating a light, refreshing, subtle and sessionable drink that brings no regrets the next day and allows you to get on with your finest life, and even better if I really don’t want the alcohol I don’t have to have it. It looks the same, tastes the same but gives you the personal choice to drink or not, guilt-free.

 

Three years into the Finery beverage journey more than 151,271 people have experienced Finery in our low or no alcohol options. In times that I am lucky enough to converse with our consumers the stories they love to tell me about their experience with Finery and why they drink us are all similar.

 

Finery makes them feel like they are treating themselves, it helps them drink less alcohol, they don’t feel unwell after too many and love that it removes the social stigma of not drinking. We launched with a drive to make beverages with a nothing to hide approach representing moderation, our mission has amplified to changing our drinking cultures by equally representing low and no alcohol in the same shape and form to allow our Finery consumers to make the best choice for them.

 

My personal mission at Finery is to ensure that by the time my two young boys reach a legal drinking age that our drinking cultures and mindsets have been shifted for healthier relationships with alcohol, that our binge cultures are history and that our generations to come are not exposed to the negative effects that misuse can bring to families and communities.

 

Until now we have been family-owned and operated, my husband and I with our two children live and work on the North Shore of Auckland and have self funded Finery. We know to ensure we grow at pace and to reach our vision for Finery we need to invite the finest people to join our Finery team. No matter how big or small your investment is with us, we thank you for believing in our vision and becoming part of The Fine People. We will deliver the finest better for you beverages to the world for every drinking occasion, with health, wellbeing and convenience top of mind.

 

 

 

Read our full Information Memorandum here

 

Investment Highlights

• Award Winning, Premium Brand - We believe that low and no alcohol options shouldn’t have to compromise on exceptionally curated flavour profiles. We’ve therefore built a core range that has won a long list of accolades including 9 Exceptional Excellence Medals, a Silver at the International ISWC and several brand design awards including a Silver from the World Brand Design Society.

• Experienced Team - Founder Jane Allan is an experienced executive and the winner of RiseUp 2022 program, awarded to the stand out Female Founded business woman developing a product with Global Potential. Her passion and knowledge of the category is supplemented with a team of experts across brand, supply chain, FMCG, and export.

• First Capital Raise - A proven sustainable business model to flexibly scale for market. Privately funded to date with a short term path to profit strategy.

• Strong Brand With Consistent Margin Growth - Since launch 3 years ago we have sold over 151,271 retail packs of Finery at a retail value of $2.117m. Our gross margins have consistently increased since launch, reaching 51% in FY23. We anticipate this to dip as we diversify our distribution model and route to market to execute our growth strategy.

• Growing Sector - The New Zealand market for non-alc beverages is growing rapidly, with 2.1 million consumers having bought or are open to purchasing a non- alcoholic beverage in the first quarter of 2023*. Category penetration has increased 40% YoY. But it’s not just in New Zealand. Australia, the US and UK have seen similar trends in recent years driven by changing consumer preference and behaviours.

• Distribution Channels - We currently cover just 24% of the New Zealand grocery network with an average of 2.5 SKU's performing with increased rates of sale. Focus will commence with On premise in NZ, new range launches and e-commerce for 1st and 2nd Qtr 2025.

Read our full Information Memorandum here

 

Market Overview

 

The Ready to Drink (RTD) beverage industry is undergoing a transformative shift, driven by changing consumer preferences, health-conscious lifestyles, and a growing demand for non-alcoholic and low-alcohol options. Finery, based in Auckland, New Zealand, is well-positioned to capitalise on this evolving landscape by offering a diverse range of RTD beverages, including both 0% ABV and 5% ABV varieties, across various flavours.

 

Current Landscape

The New Zealand and Australian markets present substantial growth opportunities for Finery. Approximately 58% of the drinking population seeks out non-alcohol alternatives, representing a sizable consumer base. The company’s strategic initiatives, including expanding grocery distribution, on-premise activations, and collaborations with corporate partners, aim to penetrate this market further. In Australia, the RTD beverage sector is witnessing remarkable changes. The non-alcoholic drinks market is projected to experience a volume growth of over 16% by 2024, with the NoLo (No and Low Alcohol) spirits segment expected to achieve approximately 14% Compound Annual Growth Rate (CAGR) in volume. The category’s growth is attributed to consumers’ heightened awareness of health-oriented choices, influencing the preference for NoLo beverages.

 

Market Size & Growth

The global NoLo beverages market has experienced robust growth, capturing 3% of the overall alcoholic beverage market, valued at $10 billion in 2021.* The NoLo category is seeing a huge increase in demand from non-drinkers as well as traditional drinkers opting for NoLo alternatives on select occasions, accompanied by an overall shift to healthier lifestyles and moderation. The RTD/ Spirits category is growing at 14% p.a. to 2025 (versus alcoholic beverages at 0.7%).** 0% Finery has experienced a 41.32% (CAGR) with the complete Finery business returning 14.15% (CAGR) and projected growth to 2026 of 72.66% (CAGR).

 

Consumer Behaviour and Preferences

The shift towards healthier lifestyles, moderation, and reduced alcohol consumption is a defining trend among consumers. The NoLo movement resonates strongly with this sentiment, driven by various factors such as the desire to avoid the effects of alcohol, embrace moderation, and align with personal health goals. This shift is most evident in the 18-44 age group, with this demographic being twice as likely to consume NoLo products compared to those over 45. Consumers’ appreciation of taste is a significant driver in the adoption of NoLo beverages, with 33% of NoLo consumers choosing these products due to the focus on flavour. The industry’s consistent innovation in replicating flavour sensations traditionally associated with alcoholic beverages has yielded complex and enticing options that cater to evolving palates.

 

Future Outlook

Finery’s expansion efforts align with the burgeoning NoLo movement, offering consumers a diverse range of high-quality RTD beverages that cater to both non-alcoholic and low-alcohol preferences. With an extensive network of grocery outlets and on-premise locations across New Zealand and Australia, along with the momentum of changing consumer behaviours, Finery is poised to capture a significant share of the expanding market. The company’s focus on product innovation, strategic partnerships, and alignment with consumer values sets the stage for sustained growth and success in the evolving beverage industry.

 

Read our full Information Memorandum here

 

Growth Strategy

• Strategy 1 - Increase demand & rate of sale in current distribution channels

• Strategy 2 - Increase distribution and diversify sales channels in New Zealand

• Strategy 3 - Launch brand refresh into new international market

• Strategy 4 - Launch new products

Read more about our Growth Strategy in our IM

 

Our Products

 

For discerning, social grown-ups who appreciate good food and interesting company. Finery elevated drinks are crafted in New Zealand for fine people who seek thoroughly adult mixers. Never too sweet, our unexpected flavours are twisted just a touch with aromatic botanicals, and served simply. Perfect for picnicking, superb for a soiree, yet chill enough for a night of Netflix. Our product range to date is 100% award winning both locally and internationally with 11 fine medals, a New Zealand Beverage finalist for 2022 and an award winning nationally recognised founder for developing a product fit for fast paced global growth.

 

Read more about our Product Pipeline in our IM

Finery Operations Team

 

JANE ALLAN

Founder, Director

Jane has built Finery from the ground up and has lead the strategy, growth, NPD and operations of the brand since inception. Responsible for procurement, manufacturing, operations, sales execution, sales and marketing teams, logistics and export. Jane has a 20 + year background in commercial project management with a strong focus on financial aspects of multi million dollar projects driven by on time on budget demand. Jane’s overarching role for Finery is to drive consumer awareness of the moderation movement bringing Finery front of mind to everyday consumers. 

 

GROCERY DISTRIBUTION 

Grocery Channel Sales Management

A collective of strategic, exceptionally talented and experienced FMCG key account managers, strategists and field management personnel. Engaged with the task to successfully grow the Finery brand in grocery channels by executing proven distribution growth strategies, promotional plans and distribution milestones.

 

MATT & SAMMO

Brand Management

The dream team. With a collective 70 years experience between them in the best looking brand design world wide. Responsible for the way Finery looks, how our brand is presented to consumers and the way we deliver our communications. As our brand extends they continue to ensure we have unity across category to ensure the brand of Finery remains strong.

 

CHARLIE DE HAAS

Partnerships & Social Media Marketing

A highly accomplished social media expert and creative strategist with a career spanning over two decades in the health & wellness industry. With an innate understanding of consumer behaviour and emerging trends, Charlie has successfully created engaging campaigns that resonate with target audiences.

 

ARNAE CALTAUX

Designer

Meets Finery's day to day design needs. Arnae is behind our daily Finery socials. Bringing up to date and on trend content to our Finery audience. This keeps our audience engaged and consumers joining our Finery community to see what's next! 

 

 

KRISTEN MCCARTHY

PR

Represents Finery for brand building media opportunities and manages Jane’s media opportunities for profile building. With 10+ years in PR representing numerous high profile brands Kristen’s expertise to execute and find opportunities is exceptional, whilst working to tight budgets.

 

You can read more about our team, including our advisors, in the information memorandum. 

 

Read our full Information Memorandum here

The Numbers

 

Terms of Offer

The Company is offering up to 720,000 shares at the issue price of $1 per share to raise up to $720,000. For investment parcels $500 - $49,000 B class non voting shares will be issued, for investment parcels greater than $50,000 A class voting shares will be issued. For further detail of the rights of these classes of shares please see the company constitution. You should read this before subscribing for any shares.

 

We have shown the impact of this round in the share table in our full investment document here.

 

Nominee Structure

Your investment in Fine People Limited will be held through the Nominee, Catalist Nominee Limited. The Nominee is a bare trust structure that holds securities on behalf of the investor. The Nominee is in place to handle administrative responsibilities on behalf of the Company and to limit total shareholder numbers. Investors are entitled to the same rights as they would directly on the share register. Please read the Deed Poll for more information.

 

Our Financials

 

You can read our historic financials, forecast financials as well as our assumptions in our full investment document here.

 

 

Risk Mitigation

 

Competition Risk

The alcoholic RTD and NoLo alcohol spaces are competitive. The Company is a first mover and operates a differentiated model, but could lose market share if more players in the market took the approach.

Mitigation: The Company will maintain their focus on the premium markets in which they have made their name. The Company’s customer base is likely to be sticky if the company maintains its quality and range.

 

Key personnel risk

The Company has a number of key team members integral to the running and growth of the business. If one or more of these individuals were to leave the business, failure to replace them adequately may harm company objectives.

Mitigation: The Company incentivises key individuals with equity and options in the business to ensure they are fully aligned with the success of the Company.

 

Brand risk

The Company has created a strong brand reputation in its several years of operation. With expansion comes the risk that core brand values are diluted and lost with scale, which may impact the underlying value of the business.

 

Mitigation: The Company’s intended approach to expansion involves reaching out to independent distributors to allow the Company to maintain its craft distillery feel and avoid losing quality or authenticity with scale.

 

Funding risk

The Company is raising capital to fund its growth plans. Should insufficient capital be raised, or if costs are higher than anticipated, the Company might need to raise additional capital or risk not meeting its business objectives.

Mitigation: The Company will intend to redistribute the allocation of funds raised to areas most needed for business improvement. The Company may also opt to carry out an additional funding round.

 

 

Note from PledgeMe

We have completed Equifax checks on Fine People Limited and their Directors, as well as Google and Insolvency checks. There were no adverse findings.

 

Read the full Information Memorandum here

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