Craft liquor is a booming market, expected to double in the next decade to over $53 billion, according to Straits Research. In turn, Crunchbase estimates that global venture investment in alcohol startups spiked to $1.25B in 2021 — in part due to the unprecedented increase in online alcohol sales. This growth marks the perfect time for liquor startups and new alcohol brands to enter the market; however, it can be a challenge to secure funding without a compelling pitch deck.
In this article, we will prepare you with the knowledge and strategies you need to capture potential investors’ attention and create a successful liquor pitch deck.
What’s a liquor pitch deck?
A well-crafted pitch deck is the key to your success when seeking investors for your new liquor or spirits brand. Pitch decks are generally structured as 10-15 slide presentations that explain the core elements of your business and its potential for success. A liquor pitch deck should focus on the beverage industry’s trends and the unique allure of your product.
Investor vs. retail decks: different strokes for different folks
As a liquor startup, you may have to create both investor and retail decks. Unlike retail decks, investor decks delve deeper into financials, projections, and funding needs to show potential investors where their money will be going.
- Investor Pitch Deck: The goal when creating this deck is to secure funding that will fuel your business’s growth. This deck should emphasize the market potential of your product, your business model’s unique strengths, and the return-on-investment (ROI) that potential investors can expect.
- Retail Pitch Deck: A retail pitch deck, on the other hand, is focused on convincing retailers to stock your liquor at their stores. This deck should focus on how your product appeals to the target demographic, the potential sales, profit margins, and any marketing or promotions you can offer.
What slides should be in your alcohol brand’s pitch deck?
Now, let’s dive into the essential slides of a successful liquor pitch deck:
Cover Slide
Your pitch deck should start with a cover slide that features your logo, tagline, and product imagery. Some founders also include their contact information on this slide so it is easily accessible for investors. Most cover slides include an image in the background or foreground, like a high-quality mockup of your bottle. Make sure that the design of your cover slide matches your branding.
Problem & Opportunity
Liquor startups are usually geared toward filling a gap in the market rather than solving a problem. The problem slide should pinpoint which unmet consumer needs your brand will address. This can be anything from a lack of organic ingredients in the entire artisanal spirits market or a gap in the local tequila market. Clearly describe the unique opportunity your brand will tap into.
Solution
The solution slide should demonstrate how your brand will fill the gap you described in the previous slide. Explain your brand and product concisely and highlight the value you offer to consumers. This slide should showcase what makes your brand right for your consumers, such as a generational family recipe or a focus on sustainability and locally sourced ingredients.
Product Line
Show off your product line(s) with high-quality photos that highlight the design and craftsmanship of your packaging. Cement your brand’s identity with close-up shots of the bottle design or label. Choose visuals that will entice your investors and leave a lasting impression.
Competitive Advantage
The liquor market is crowded, so it’s crucial to differentiate your brand. This slide should highlight the factors that set your product apart and capture consumers’ attention, such as unique ingredients and production methods, awards your company won, or lifestyle branding. Explain how your competitive advantage will give you an edge over the many other liquor brands in the market.
Market Landscape & Opportunity
The market slide should demonstrate why your product is positioned for success. Don’t cast a wide net over the entire market’s size; focus on current trends within the spirits industry. Include statistics about the growing interest in your specific niche, such as organic ingredients or small-batch liquor. Explain how your product caters to these trends and taps into a specific, thriving segment of the liquor market.
Target Audience
Clearly define your ideal customers by outlining their demographics (age, income level, location) and buying habits. Demonstrating a clear understanding of your target audience will show investors that you are well-prepared to tailor your marketing and sales strategies to the right customers and maximize growth.
Traction & Validation
The traction slide is meant to showcase your achievements to-date. This is where you can include secured distribution deals with retailers or restaurants, customer growth statistics (if you’ve already launched your product), or key performance indicators like average order value and lifetime value if you have existing sales data. Don’t forget to weave in customer reviews and testimonials, as social proof. The goal of this slide is to prove to investors that your brand is already blossoming and show them what they’re already missing out on.
Roadmap
Outline your plans for the future, like new product launches, strategic partnerships with distributors, influencer marketing campaigns, and future market expansion plans. This slide should speak to both your marketing and product development goals, and focus on things you directly control (rather than aspirational sales goals). Each of these milestones should form a clear path to achieving your long-term goals.
Team
Investors want to see a dedicated and capable team driving your business forward. Introduce your team members and highlight their credentials, experience, and passion for the brand. Emphasizing past success in the food & beverage space and expertise in operations, marketing, and sales.
Investment Ask (for Investor Decks)
Clearly state your funding needs and explain how the investor’s capital will be used to propel your liquor brand forward. This could include allocating funds for research & development, expanding production, or marketing.
Vision
Near the end of your pitch, paint a picture of your long-term vision for your brand. How do you plan to expand your total addressable market? How will you contend with current and future innovations or barriers in the liquor market? Investors will want to see the broader “blue ocean” vision that they are buying into.
Call to Action
Every presentation should end with a compelling call to action. Encourage investors to take the next step, whether that’s contacting you for further discussion or visiting your website to learn more. Include your contact information on this slide to make it as easy as possible for investors to get in touch with you.
Tips for designing alcohol startup pitch decks
Here are some tips to ensure your liquor pitch deck leaves a lasting impression:
- Focus on Trends, Not Market Size: The liquor industry is huge, so don’t include statistics about the entire market size. Instead, discuss specific trends in consumer interests and why your product aligns perfectly with them.
- Quantify Your Success: Always back up your claims with credible data and statistics. Use numbers that demonstrate demand, market potential, and the value proposition of your brand.
- Market First, How-To Later: Investors often don’t want to be bored by the nitty-gritty details of production. Focus on the attractive market opportunity and how your brand will capitalize on it instead.
Ready to craft your winning deck?
Do you want to craft a liquor pitch deck that will have investors and retailers raising a glass to your brand? Check out this Liquor Pitch Deck designed by VIP Graphics with winning slides based on decks that have landed millions in funding and secured placements on shelves worldwide. Check it out here.
