Investor Presentation

January 2022
Millennials & GenZs are pushing the alcobev market towards
a new niche
Craft

Craft movement in Craft brands have only

India started with beer disrupted existing
in 2015 product categories by
introducing global
Now permeating to flavor trends
hard liquor i.e. Gin,
whisky, vodka & rum

Craft is associated with flavour, quality, experience

& consumer intimacy!
Opportunity lies in the Ready To Drink space for beverages
made by regional ingredients focused on glocal flavors &
strength with an underlying focus on health

Opportunity
zone market
size
BBC Logo Black.png 52.54%

$ 280 M
$ 189 M
2020 2025

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 BBC Logo Black.png

Easier than beer

Simpler than wine
Stronger than you think

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No Label Original Mead is made using pure honey, carbonated
and packaged in 330 ML pints

Hints of tropical
No Label fruits on the front,
Original Mead citrus in the middle
and a mild floral
honey finish that
Crisp leaves you craving
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for more
Gluten-Free

=
Made with natural
ingredients by
Perfect
way of an all-
natural process
7% ABV
Uncomplicated A strong drink
that goes down by
the gallon

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 Why Mead? What makes it exciting?

100 %
Versatility 18 Month All
in flavor shelf life Natural

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ABV
range Year-round Gluten
from 3% Production Free
to 15%

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No Label- Be unapologetically you!
 Our Journey over the last 16 months with 30+ honeys, 60+
recipes and 100+ trial batches

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15 August 2020 Sep’20 onwards April ‘21 Nov ‘21

Began learning from 30+ different honeys Started commercial Retail placement in
YouTube & Reddit. production Mumbai & Pune
60+ recipes
First batch tasted like
petrol. 300+ Experiments
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 Wide acceptance of the product from
different consumers
“I don’t like drinking beer, No Label Mead is the perfect drink
for me”
Shashank, 35

“Two pints and I had a lovely high going on”

Madhav, 28

“It’s light and crispy, just how I like my drinks”

Ruhani, 25

“It’s easy to drink and I didn’t even realise it had 7% alcohol”

Samarth, 27
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“I was expecting it to be overtly sweet because of honey
but surprisingly the balance is just perfect”
Aryan, 21

“OMG I’m in love”

Anushka, 23

“So good that I stole my sisters bottles too”

Shivaji, 32

“Tried the product, became a distributor and now looking to

invest”
Madhav Sinha, 27
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Our short-term portfolio expansion plan includes two brands,
which will allow us to capture both the Premium & Mass RTD
segment with 6 SKUs

Project
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Million

Positioned as a craft/premium, novelty Positioned in the mass RTD segment

beverage, Premium RTD

No Label No Label Premium flavor SKUs with 5-8% ABV 12-15% ABV to target strong beer consumers
No Label
Original Mead Passion Fruit Iced tea
Priced between INR 150-185 in ~ Rs 100, to attract the rural consumers
Under Development
Currently Serving
Launch Planned for early FY22-23
Mumbai

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With a 3-year vision of going beyond categories and exploring
alternative alcohol bases either through in house development
or brand acquisitions

As a portfolio company

1 What ?
Building an aspirational portfolio of cross category products

Leveraging regional & not so popular ingredients

Capture the premium
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2 Why ?
Entering the consumer’s drinking journey at an early stage
Project
Million Upselling different drinking experiences

3 How?
Brand
Supply Chain Linkages
Other Acquisitions
or strategic tie Leveraging existing production & supply side linkages to develop
Categories ups inhouse brands & products

Explore acquisitions of single brands

Demand Side Linkages

Develop & cross leverage distribution & retail infrastructure for the
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portfolio
 Founders have infused INR 0.3 Cr since
inception for a pilot to test the
proposition and product

Objectives & Outcomes of the pilot

• 1K cases of NL Original Mead produced to test our proposition

• Launched in Mumbai & Pune in Nov’21. Delhi’s launch is planned for Feb’22
• On the shelf at 50+ retail outlets prior to summer season (cold beverage)
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• 2 Contract manufacturing facilities in Nashik and Manesar set up
• Product Sales – 150+ Cases (INR 6.5 Lacs at MRP of 185 per pint) in 2 non
season months
• Strong uptick in the premium outlets in Pune - 20% outlets have repeat
purchase with 300% increase in the order volume
• Build retail & distribution infrastructure for the April’22 season. Current
headcount is 4 (Incl. 2 founders)
• Identified early customers
• Demographics – 60% Female, 40% Male, Age 21-35
• Psychographics – trendy & hip, experience seekers, experimenters,
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looking for an alternative to beer and wine, foodies
Opportunity INR 3.5 Cr Seed Round

We’re raising INR 3.5 Cr investment to Fund Utilization

support the
40% - Team Expansion

• Sales - Combination of 1 city head along with 2 executives to drive sales

• Expansion of our brand in each region

• Increase depth in existing • Brand & Content – Head of brand & content along with 2 brand
geographies managers to drive the overall brand & content strategy

BBC Logo Black.png • Production, Operations & Regulatory – Team size of 5 to drive
• Expand to new geographies production, operations & regulatory affairs

• Introduce 3 new flavors 30% - Brand & Content (B&C)

• Hire a Social Media & PR agency to execute B&C strategy

• Build NL Select Stores in 3 geographies to push brand awareness

• Drive brand awareness campaigns in new geographies

30% - Markets expansion, product development & Operations

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The team behind Bored Beverages mentored by

Vinayak Malhotra
Co-Founder
Anant Gupta
Co-Founder
After graduating in Economics
from Sri Venkateswara College,
Vinayak worked as a Consultant A lawyer by profession, Anant graduated from
with KPMG and Deloitte for 2 years Gujarat National Law University in the year
2018. He worked at PSL Advocates & Solicitors
in the Telecom Media & Technology
as an associate for 2 years.
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practice.
Anant is hyper active and likes to get his
He has also cofounded Kesowa a hands dirty. He particularly enjoys the creative
drone technology venture and was aspects of life and finds pleasure in creating
briefly associated with Primus
things out of scratch.
Partners a boutique public policy
consulting firm as an external If he sets his mind on something, he will not
consultant before starting Bored. rest before he learns how to do it right
At Bored Beverages, he looks after
Sales & Marketing, Regulatory
Affairs, and Operations.

He is now Anant’s primary guinea

pig and loves his numbers and
excels.

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Our Advisory Board

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Nilaya Verma Sameer Jain
Policy & Strategy Advisor Vikas Bhatia Legal Adivor
CEO, Primus Partners Finance & Strategy Advisor Managing Partner,
Executive Director, Finance, Varun PSL Advocates & Solicitors
Beverages Ltd
Former CFO Carlsberg India

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Annexures

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 No Label- An Instagram First Brand

An Instagram campaign we ran:

No
BBCLabel
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Collaborated with different artists to make
diverse stickers with their art. Which were then
distributed and shared with followers and non-
followers.

aan_archy

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We are currently running our production process out of 2
contract manufacturing facilities in Nashik and Manesar with
zero upfront capex
Facility at Nashik Wine Park Facility at Manesar IMT

BBC owns, manages and

controls the end-to-end
production process.

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Machinery and infrastructure

is leased.

Fixed price per case payout

model.

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Our markets expansion plan, we are currently live in 2
markets with 1 more launch planned in FY21-22
BBC portfolio expansion plan

Nashik Facility Manufacturing Facility

West & South Markets.

Manesar Facility
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Markets
Product & recipe development

Quicker turnaround

Low freight cost

Smaller batch shipments

Phase 1 Maharashtra, Delhi*

Phase 2 HR, West Bengal, Chandigarh, Goa

Phase 3 MP, HP, Assam, Rajasthan, Karnataka

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Thank you.
For more information please contact

Vinayak Malhotra
Co-Founder

[email protected]
+91 9818696688

Bored Beverages Private Limited

Regd. Office – B-151 Okhla Phase 1, Industrial Area, New Delhi
110020
Ph- 011 4015 4455 | [email protected] | www.boredbev.com

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