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Goodradigbee Distillers

Revolutionary Spirits

Rather than use Oak for maturation as the traditionalists do, Goodradigbee Distillers looked to the mightiest trees from the rugged Australian high-country. It’s these rare hardwoods that imbue the single malt spirits with unique provenance. By using the patented Australian hardwood cubes instead of old sherry or bourbon barrels for ageing, the maturation process is accelerated, producing distinctive, complex single malt spirits utterly unique to Goodradigbee Distillers. The cubes have a much higher wood-to-liquid volume than a barrel, so more wood equals more flavour and the colour of a 10-year-old single malt whisky in just eight weeks.

Tastes that are sweet, complex and revolutionary.

GOODRADIGBEE meaning: Pure Water Running Over Rocks

For John O’Connor, standing on the banks of the Goodradigbee River as a teen was an idyllic and entrancing experience. He used to fish for rainbow trout in this Snowy Mountains river. The crystal clear waters babbling through a picture perfect river valley framed by knife-edge mountains represented Eden. Pure, clean and serene, his memories of this beautifully remote yet accessible river have, strangely, guided the design of Goodradigbee Distillers. Create something utterly entrancing, and with hard work ensure it’s accessible to all.

Distilling spirit of any sort is a process that has been endowed with an almost mystic complexity, which is counter to the truth; if a 17th Century Scottish farmer can make whisky for the local Inn from barley, water and yeast, surely such a simple process and the unique spirit(s) created should be accessible to all?

Goodradigbee Distillers is a trusted business that rejects the elitist ideals of old, debunking those myths by democratising distilling, whilst retaining a bespoke fascination with product development. Creating bespoke, yet accessible super-premium spirits is Goodradigbee’s mission and primary business opportunity.

Industry

Food & Beverage


Overview

The Adventurous Traveller – the Australian whisky drinker – presents a simple yet crucial challenge for new entrants like Goodradigbee; any new (or old brand) must create an emotional connection to the drinker and encourage repeat purchase. Drinkers, especially the young, buy into what a brand stands for as much as the functionality of the product. Brand Values mean something to these discerning younger drinkers. Hence Goodradigbee Distiller’s bespoke approach to meeting needs and taste profiles, as well as building brand values that resonate.

We are debunking old myths by democratising distilling:

  • Goodradigbee Distillers (GD) is an innovation play designed to disrupt whisky sales and associated marketing, product provenance and manufacturing
  • Goodradigbee is working with Scottish whisky master Tony Reeman-Clark, who is a key stakeholder and investor in the business
  • Goodradigbee is a truly contemporary brand that makes bespoke, uniquely Australian spirits accessible to all
  • Goodradigbee’s ambition is to lower the average age of the whisky drinker from 55+ to 30+
  • Goodradigbee has already produced three variants of its single malt spirit (un-aged whisky) and wood infused gin and vodka
  • Goodradigbee has produced over 1500 bottles of single malt spirits and gins as proof of concept, sold into over 30 retailers in our core target market of Sydney’s Northern Beaches, The Inner West and Sydney CBD, and Canberra, 1500 x 500ml bottles for sale
    in the UK and Australia
  • Goodradigbee’s patent-pending accelerated maturation cube technology matures whisky 3-5 times faster than whisky matured in traditional Oak barrels
  • Goodradigbee is creating new taste profiles through our whisky cubes enabling us to create bespoke spirits for individuals and corporates
  • Goodradigbee will mature spirit in hardwoods indigenous to each market we enter, i.e. Ironbark, Jarrah, Blackbutt, Tasmanian Blackwood in Australia, Karri in NZ, Rosewood in China, Chestnut in the UK (post acceptable R&D)
  • Goodradigbee donates $1 for each bottle sold to plant native trees like Ironbark and Blackbutt, our commitment is to be a 100% sustainable company

 

 

Market Overview

Spirits are the second-most important segment in the global Alcoholic Drinks market by value. The segment only includes distilled alcoholic beverages (including blended or mixed beverages), The global market for spirits has been mostly driven by premiumization as volume demand has been mostly flat or falling in developed markets. Whisky Compound Annual growth Rate (CAGR) for 2020 – 2023 is forecast at 3.8%. 2020 revenue was US$89,946m with India accounting for US$19,789. Whisky revenue in Australia is US$1,557m and the segment is growing at 2.55% CAGR, on a total spirits market of US$3,717m and overall CAGR of 3.6% 2020-2023.

The Super-Premium whisky market in Australia is growing at 7% Monthly Adjusted Total (MAT) to June 2020, with Premium segment up 8.5%, whilst the regular segment is down 5.2%. Premium and Super premium segments are fueled by Japanese whiskies which are up 55%, and some traditional scotch whiskies like Laphroaig (33%), Balvenie (27%), Macallan (140%) and interestingly, Australian made Starward (owned by Diageo) which is up 57% MAT June 2019.

Clearly, whiskies are highly responsive to marketing investment but lack resilience when marketing spend ends. A brand experience / destination distillery will help create resilience. Mainstream brands like Johnny Walker are in decline. The trend of mainstream brands declining in volume and share is also reflected in the American Bourbon category.

Sale of spirits in Australia

 

The consensus is that the mainstream BLEND brands have been polarised by new entrants and new craft distillers, to such an extent that unless they re-brand completely (like Jim Beam White with 7.3% share growth) they will end up losing large chunks of share – see Jack Daniels down 4.7%, Johnny Walker Red down 11.7%, J&B down 11.5%, Vat 69 down 18.9% and Ballantine’s down 6.4%.

They key conclusion is that DISCERNING DRINKERS are adopting discerning brands, whilst the established brands are losing a portion of their traditional value-conscious drinkers. Pricing strategies for single malt whiskies are accelerating this shift ’upmarket’. There is also demographic change. Younger drinkers are adopting white spirits and whiskies that represent quality not quantity, and leading the charge in new brand adoption.

Whilst whisky drinkers are adventurous, moving from brand to brand, consistent sales performance by super premium brands like Macallan and Balvenie suggest they will stick once they have settled upon a repertoire of preferred brands. The key challenge for any new or old brand is to create an emotional connection to the drinker and engender repeat purchase.

Goodradigbee Distiller’s brand and business strategy is designed to create just such a connection.

Product Categories

MALT SPIRIT

GD’s product strategy is to cover the premium whisky market vertically with locally rooted flavours that span AU$75 – AU$120 for 500ml bottles. Cube sales will centre on, for the first two years, Ironbark Red and Ironbark Yellow, with solera clients being offered Jarrah Malt Spirit subject to their tasting and blending preference. Cubes will be offered in a 5 litre variant, made from wood cubes made from the tree of origin, and stainless steel cubes engraved with the client’s name, with a wood maturation insert.

IRONBARK RED

A rich red and surprisingly soft spirit aged in Ironbark Red, the heartwood of the Ironbark tree. With hints of vanilla and chocolate, it is a sweet and soft premium malt spirit that will be the mainstay of GD’s whisky stable. Ironbark Red competes with the Scotches of the Scottish Highlands (think Old Pulteney, Balvenie and Highland Park – our target), as well as the finer Rye whiskies like Woodford Reserve from the USA.

IRONBARK YELLOW

Ironbark Yellow gains its rich golden colour from the outer layers of the Ironbark tree. It’s softness promotes easy drinking along with its sweetness and hints of elderberry and orange. Ironbark Yellow is designed to compete with Balvenie, Glenmorangie and Dalwhinnie.

JARRAH

Native to the south western tip of Western Australia, the Jarrah tree – the hardest of hardwoods – grows to over 200 feet tall and can live for a thousand years. Complex and bitter at first, GD’s Jarrah responds well to aging. We believe that with appropriate aging, Jarrah can be an alternative to the finest premium Islay single Malts – think Ardbeg 12 Year, Bowmore 12 Year and Laphrohaig 10 Year. When distilled peated, it will open a new segment for GD.

Blackbutt, Spotted Gum, Mountain Ash, and Tasmanian Blackwood product trials commenced 26 March 2020.

PEATED MALT SPIRIT

GD will produce peated malt spirit whiskies within three years of start of sales (SOS). We hope to source peat from the same location as the Ironbark trees in the north coast of NSW. Peat supply is yet to be negotiated.

SWEETWATER GIN

We have produced an ironbark-aged gin, Sweetwater Gin that is unique in the Australian and global market. There are other oak aged gins available, but none have the unique characteristics of the mighty Red Ironbark. Sweetwater Gin has an inherent sweetness due
to the botanicals used, and the tannins of the hardwood.

FRESHWATER GIN

Freshwater Gin is made from native fruits and botanicals, and as such stands alone in the market. It is fresh and floral on the nose with a sweet and zesty palate, plus an after-taste of native pepperberries.

 

Whisky Cubes – Revolutionary

  • Goodradigbee will disrupt traditional sales processes by selling our unique Whisky cubes direct to the customers, targeting HNWI with our patent pending 5 hardwood cubes
  • Goodradigbee uses cubes for maturation. Our patent-pending Whisky cubes with vane technology increases the surface area of wood to liquid by a factor of 2.49:1 over barrels, which accelerates the maturation process
  • Goodradigbee will create local hardwood whisky variants specific to countries we wish to sell into, as well as the Australian hardwood variants. For example, we will offer Karri Whisky for New Zealand, Chinese Rosewood for the Chinese market, Selangan Batu for Malaysia, and so on. Whisky’s matured in local hardwoods is a key new market penetration strategy.
  • A key plank of our ‘trade’ marketing strategy will be to craft bespoke spirits sold in our Whisky cubes with thought-leader bar owners and larger hospitality businesses and chains
  • Goodradigbee’s Whisky cubes will be sold separately to the spirit. When the Whisky Cube is nearing empty it will be refilled at owner’s expense via re-usable bladders delivered direct. Part of the sales strategy will be to educate and engage owners in Cube Care.
  • Goodradigbee will position its spirits against super-premium Japanese product (the segment growth driver) online, at trade shows and in whisky bars
  • Goodradigbee will disrupt marketing by promoting cubes that never empty – ie GD will refill the cubes with likewise aged or new whisky spirit, or in consultation with the client, promote the re-birth of the age-old Scottish solera – a unique-to-the-owner spirit blended to their tastes from GD product

Key Objectives

  1. Build a brand renowned for innovation and product excellence
  2. Create a new paradigm in whisky marketing and sales, through the sale and promotion of aged (2 years on wood) and unaged local hardwood malt spirits sold in bottles and cubes to investors and clients, online and through traditional channels
  3. Lower the average age of the GD whisky drinker from 50 to 38
  4. Be the first, truly contemporary distillery that democratises the age-old traditions surrounding whisky (and other spirits) and consigns them to the dustbin of history. GD will be a transparent and trusted business that involves new and younger drinkers every day
  5. Create ‘unique–to–me’ spirits for discerning (new and younger) drinkers
  6. Produce a new ready-to-drink pre-mix product whisky (whisky Tango Foxtrot) and gin (Scarlet) RTDs by year 2, the ‘Goodie’ by year 2 targeting women, and for a younger market
  7. Zero carbon footprint within five years of operation

Crowdfunding

Crowd Funding helps Australians to share in our success and fuel our growth, as we’re built for export – our patent pending bespoke single malt spirit cubes and spirits are the halo product for high-net-worth individuals in China, Singapore, Malaysia and Japan.

Our export strategy revolves around developing single malts and gins matured in indigenous hardwoods specific to the country of export, ie Karri in New Zealand, Rosewood in China and so on.

Ultimately, that is why Goodradigbee represents a good investment. We built this business from the ground up to be a global brand.

John O’Connor

Founder & CEO

Goodradigbee’s Chief Executive Officer has run advertising agencies like Dentsu Australia, JWT and McCann Erickson over a 30 year career. He is an experienced marketer and, importantly, gained significant digital skills over 10 years running Simple Truths, his Manly-based agency. John has been working in distilleries in Scotland and London, to gain practical experience to compliment his business management skills. He is responsible for the IP of this business, and all strategies detailed in this Business Plan.
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Tony Reeman-Clark

Director

Tony is the founder and former owner of Strathearn Distillery. He has been involved in distilling for over 8 years with Strathearn, previously having a career in IT Engineering across Europe and Central Asia. Tony consults to distilleries to aid start ups and scale ups with equipment procurement, distillery design, product control and quality, sourcing raw materials and management of distillery operations. He is an ideal partner for GD, with his skill set perfectly suited to an innovation play like GD and because John O’Connor has worked in Strathearn Distillery on multiple occasions, producing everything from GD’s whisky to gins, gin liquers and rum.
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Neal Albert

Director

Neal is a qualified civil engineer with over 25 years’ experience in engineering and project management both in private and public sectors throughout Victoria, New South Wales and Queensland. He currently works developing statutory plans for the NSW government and undertaking technical review for numerous developments in NSW. Along with the technical skills Neal has vast experience in stakeholder engagement and facilitation in developing projects. Neal has also been an active member of both government and industry committees throughout his career.
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Peter Brazel

Company Secretary

Peter is a Chartered Accountant who left KPMG in 1992 to join Tamex Transport as its Finance Director. Tamex is the state’s Express Parts and Medical Supplies Specialist delivering throughout NSW, extending to Southern Queensland and Victoria for the past 27 years. The Tamex brand is synonymous with reliability and has built a reputation of being committed to service excellence and consistently delivering outstanding customer outcomes. Peter brings a wealth of knowledge in this space to the business as well as his financial acumen to the Board.
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Michelle Hutton

Advisory

Michelle is one of the most senior women, globally, in Public Relations. She has a deep understanding of digital marketing and the role that digital, data, and content play in building brand.
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