QUICK BACKGROUND
Let's face it Norway, the way people drink in this part of the world is not always followed by the word "classy". The mindset of drinking heavily on a Friday and Saturday night is engrained into much of the population and has been for generations. And with the price of beer, wine and spirits increasing, most of the population consider the cost of "going out" early to be quite ridiculous.
So the home party, or "vorspiel" has continued to be the ruler of the night every weekend.
Time and time again, the home party consists of badly prepared, double and triple strength drinks that are just as nasty going down as they look. Not much thought is given to how the drink tastes - just as long as it's strong!
But as Norwegians put on their party shoes and prepare for a night on the town, not much thought is given to "how to drink better". Most thoughts are centered around, "how to drink more!"
Time and time again, the home party consists of badly prepared, double and triple strength drinks that are just as nasty going down as they look.
Our goal with Drink In A Box is for the experience of drinking at home to be done better. Because guess what, it can be!
Adam was recenlty given a platform at TEDx Oslo where he spoke passionately about the need to advance the drinking culture.
THE MISSION
We deliver a box with all the fresh ingredients, tools, ice, and recipes to make 16 of the yummiest cocktails or smoothies at home. Inside every box, you are given the proper measuring tool (jigger) so you can pour the correct ratio's when making good drinks. Follow the step by step instructions and anyone can become a home bartender in no time at all!
COCKTAILS: You already have the alcohol sitting on your shelf, but you may not know what to do with it. Badly measured ratios and energy drinks was soooooo 2008. This is where we step in. We deliver "all the other stuff", so you can use the bottle of booze you already have to make proper drinks, instead of overpowering rubbish!
SMOOTHIES: You might love 'em, you might want 'em, but smoothies can be an awful lot of mess when trying to make them. Our recipes and packaging will make them easy, fun and super tasty. Perfect for the morning, on the run, or after school with the kids!
We have to get the word out that this new concept exists. Word of mouth on a project like this will be hugely important, but we will need to advertise on digital and social media sites too. Running campaigns, and positioning our box as a gift for the Christmas season will be where we start.
We want our box to look and feel as cool as possible so we have already begun to source materials. We get better discounts when we order in larger quantities, but this means more cash upfront to the suppliers. As the development expands, more design features will need to be added to keep everything looking tip top!
Each drink will come with its own recipe card that is super easy to follow, but also, we will be adding a video tutorial so you can really see how to make the drink in your own kitchen.
Stickers, boxes, juice containers and specialty ice bags. The idea may be simple, but putting all the fresh ingredients into new packaging, labeled correctly with co-ordinating recipe cards and check lists takes a good amount of effort and planning. Having the right amount of inventory to be able to deliver on our promise of hundreds of boxes every weekend, is vitally important.
The online shop is being built as we speak and a good chunk of the funds raised will go towards making the digital side of the business operate. We plan on making this a "click - pay - delivery" service, were all sales are handled through our online shop. Ensuring that the correct CRM and Order Tracking software is fully functioning is just as important to us a making the buying experience as easy and enjoyable as possible.
We will be investing heavily in making sure our smoothies are as healthy, nutritious and tasty as they can be. This will require hiring expert nutritional consultants that can help guide us in developing new and interesting flavours. There is also the added bonus of developing a fresh and frozen version that will ensure consistency, nutrition and smooth blending at home. This section of Drink In A Box will require some more Research and Development.
Around the world, we are experiencing a cocktail renaissance and a renewed level of how to drink better. Cities, far and wide are playing host to some of the most creative drinking venues ever put on the planet. Bartenders are sharing information and drink trends are moving faster than ever as the explosion of knowledge and skills leaps into the drinks community, much like it has already done with food and chefs.
Denmark and Sweden have already begun this drinking transition, but of course, little ol' Norway is strapped with heavier red tape and liquor licensing that makes it harder to educate the common drinker in the finer arts of "what to drink and how to drink it."
Drink In A Box was born from an idea that came from another program we run; Cocktail BootCamp.
Cocktail BootCamp is a live show that is run all over the country designed to help educate thousands of people a year in the art of making cocktails and drinking better. The hope is that new found education and enthusiasm to drink better can translate over into better drinks being made at home parties. If better drinks are being made at home parties then the level of knowledge will have risen and the level of expectations for guests as they come out to Norwegian bars will also be on the rise.
This in turn will cause the bars and bartenders to perform at a higher level as their guests become more aware of what is good and what is not. Ultimately, this is what bartenders and bar owners need. Better, more informed guests who can appreciate the effort made by skilled bartenders and on the flip side can eliminate some of the more seedy, horrible bars that are doing nothing to raise standards or evolve.
Drinking trends are like fashion and right now, the world is playing host to an amazing time in cocktails. We just want Norway and her citizens to get a taste of that trend and catch up with the rest of the planet.
Risks and challenges
This project is headed up by Liquid Engineers AS. We have been in business since 2008, providing bartenders, cocktails and consultancy to events and private parties all over Norway.
We have already been in the trenches when it comes to the pressure of delivering. We have recently built a new head quarters at Brick Lane Café and the kitchen area has been designed specifically with Drink In A Box in mind.
We already have ice machines, freezers and walk in fridges. Preparation areas, trained staff and an effective delivery service.
Our biggest risk and challenge will come after start up. The moment we hit our maximum order number per weekend. Our testing of the product and stress test results have shown that we have a capacity of around 75 boxes per weekend in our current location.
Our challenge will be to find a new location once this demand is being met on a consistent basis. It is not a challenge we are intimidated by and it is already in the planning process.
It will however require that we have a solid start to our project and that is where we are hoping you and our Kickstarter campaign can help give us a push!
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Funding period
- (30 days)