Revolutionary Super-Fruit Wine for the Foodie in Us All
Revolutionary Super-Fruit Wine for the Foodie in Us All
Making healthy, all-natural wine from Super Fruits.
Making healthy, all-natural wine from Super Fruits. Read more
About this project
Fund raising of any sort is sticky business. Often times it's conducted in such a way that leaves the contributors with a sense that something has been taken from them. I don't want this to be that type of campaign.
This campaign is about more than raising money, about more than a new paradigm for wine. This campaign is the beginning (or continuation?) of a narrative about life. We've all been taught to think a certain way about the world, whether it be in wine, government, education, you name it. And too rarely do we step back to question these things that we've accepted as absolute.
That's what innovation is. It's the process of questioning the foundational notions of what defines our reality. It's asking how thing's can be different. How they can be better.
This is the story we find ourselves in. This is the story we are all a part of. And as always, we have a tough choice to make. Do we, together, step into this new narrative, or do we accept the shades of grey that confine our experience.
Come on! Let's jump in!
The Project: An Introduction
Please note that we are not allowed to give away wine as rewards. If you are interested in trying our wine and don't live in the San Diego area, go to our website and pick from our currently available selection. Have fun!
Mission: To change the wine world by creating innovative and well-balanced wines that are easy to understand and exciting to share.
(d) Fruit Wine - Wine handcrafted from fruit other than grapes.
Fruit wine opens up limitless possibilities within wine. When you make wine from fruit like strawberries, blueberries, raspberries, etc, you get all character from those fruits in the finished wine. Imagine the different tastes and aromas. The different vitamins and health benefits. The possibilities for pairings and cooking and experiences. Imagine how this could revolutionize our cuisines, our social gatherings, our leisurely activities. And if that isn't enough, fruit wine benefits from being easy to understand. No french names. No talk of vintage or appellation (region). Just an easy to understand product that has been artfully made yielding an all-natural, premium product that adds variety while maintaining simplicity. Our wine world right now, is black and white. We want to to introduce color.
Enter San Diego. A city that is in the middle of a craft beverage renaissance. New breweries are popping up all the time, each with their own style, each given to experimentation, each embracing innovation. And they are popular for good reason. San Diegans love to try new things. San Diegans are also more sophisticated consumers preferring craft to commercial. We come from this culture of experimentation and therefore we fit well in it.
The Company, The Product, A bit about us
Over the last three years we’ve poured wine at dozens of events, attracted thousands to our tasting room, and have begun to distribute to major retailers. We’ve recently expanded our operation, purchased new tanks and have nearly all of the equipment needed to produce 20,000 bottles of wine a month.
Wine today is out of touch with the consumer. It's too bitter, too oaky, and too out-of-balance.
We believe fermented beverages should be easy to drink, enjoyable - even refreshing. Instead of covering up the fruit with oak or, on the opposite-side, turning the wine into sugar syrup, we strive for well-balanced, fruit-forward, crisp wines. And since everybody has different preferences, we offer a large variety. You’re not going to necessarily like all of them. But you’ll fall in love with one or two.
And if that’s not enough, these wines are good for you too. We use the whole fruit, many of them “super” fruits, and so those wines are vitamin rich (nutritional analysis to be conducted after funds received). Think about it blueberries, pomegranate, cherries. You see where I'm going with this?
Not long ago, we knew very little about wine. We lacked experience and so we were told what to like. Well we believe people should learn to trust their own palate. Starting this business was our challenge - not just to the the powers that be in wine, but to the powers that be in all industries, all institutions. We deserve the right to decide what to like. This is what motivates us.
The frē-bē line and Kickstarter
We are turning to our network and the Kickstarter community to help us release our new line of wines frē-bē, emphasizing the health benefits of each of 4 different wines: pomegranate, blueberry, raspberry, and cranberry. In addition to further branding and product packaging, the funds will pay for the nutritional analysis of each of the four wines.
The funds that we hope to raise are great. But what’s even more helpful is using Kickstarter as a way of introducing our product, a way of telling the whole story. To that end we'll be rolling out new content over the course of the campaign to help educate the world about fruit wine and communicate its merits. If you'd like to be a part of this story we are telling, contribute so you can stay in the loop. A simple $5 is outstanding, because the total number of backers is a lot more important to us than the dollar amount.
The record in the food category for the highest number of backers is 4,097. It'd be pretty sweet if we could break that! Although to be in second place we only have to beat 2,632. Either accomplishment will say a lot! So feel free to jump in at any amount. This will be a 6 week campaign. We have a clear road-map and clear benchmarks of where we anticipate to be at the end of each week.
Here's a breakdown of what we are raising the funds for. $35,000 is our stated goal, but as you can imagine, if we raise more, we can make an even bigger splash!
Breakdown by Item
fre-be Brand Development ($7,500)
We have come out of pocket for the preliminary work on the fre-be brand. But much more is needed.
Bottle/Label Design for all 4 fre-be wines $4,000
Brand Website $1,500
Lab Nutritional Analysis for wines $2,000
fre-be Packaging Costs ($27,500)
Over the last three years we’ve conducted the needed market research. This fre-be brand will be the entrance into the broader marketplace. We need high-end custom and professional packaging for the whole line (20,000 bottles or 1,600 cases)
Promo Team ($5,000)
This would go toward the initial cost of helping push our product out to strategic locations in the marketplace. Our promo team will help create recurring demand at particular establishments.
2 promo girls - 20 man hours/week x $15/hr x 16 weeks ~$5,000
Online Media Campaign ($2,500)
One of the best ways to spread the word about our product to our target demographic is through a strategic online media campaign. This campaign will be largely “social” specifically aimed at getting people to “share” our engaging adds with people’s own networks.
Model for Photo Shoot $500
Photographer/Studio Time $1,000
Ad designs/development $1,000
Broader Advertisement ($7,500)
To date we haven’t had a budget for discretionary advertising. Raising this amount will allow us buy multiple impression in a short period of time in a strategic area.
Print Advertisement $2,500
Online PPC Ads $2,500
Other Promotional Material $2,500
Custom Bottle Shape/Color ($25,000)
If we raise $75,000 we’ll make the much desired move to custom bottle shapes and away from the generic stock bottle shapes. This will go a long way in standing out.
Minimum Order $33,000=100,000 bottles @ $.33
Minus Stock Bottles-$11,000
Although we have upgraded our equipment recently, we still have a few items out of date. Acquiring these pieces of equipment will increase our efficiencies, quality, and yield.
2-Ton Fruit Press - 10% more yield. Increase efficiencies by 400% ($19,000)
Automatic Fruit Crusher - 10% more yield. Increase efficiencies by 400% ($6,000)
Risks and challenges
Our challenges come in two forms. First, lack of awareness about our product. People aren't going to the store looking for fruit wine. Second, resistance from people within the wine industry. Our product is a disruptive product, which means the industry isn't going to welcome it with open arms. So our challenge is to communicate to the consumer, the merits of our product and to get people within the food and beverage industry to "buy-in" to the new wine paradigm. It's a tall order. But we feel uniquely capable of accomplishing it.Learn about accountability on Kickstarter
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