Impossibrew - non-alcohol beer

 As the title says, I actually had non-alcoholic beer when I was a child. I remember it was called OPQ. I also drank it, but it's actually not bad. If you go to PChome for 24 hours, you can easily find them: https://24h.pchome.com.tw/store/DBAJ61

We also start from the analysis of four points of new ventures, and deeply explore the reasons for investing in Impossibrew (hereinafter referred to as IB).

1. Pain points:

The founder of IB said that he could not drink alcoholic beverages, so he developed non-alcoholic beer, and then he raised three major problems caused by alcoholic beverages:

i. Relieve stress, but don’t drink alcohol:

My former Hon Hai colleague is said to have this problem. Every time I ask him to drink, he will attend, but he will not drink. He will say, "I will get an alcohol rash." In his heart he longed to have some non-alcoholic drinks with us.

ii. Alcohol addiction:

This analysis I wrote before mentioned that alcohol addiction is more serious than drug addiction and is the most widespread addiction in the world.

iii. There are unmet needs:

Most of the non-alcoholic beverages on the market are flavored beverages produced by brands, and the taste has not yet satisfied the market

2. Solution：

Relax, feel good, and drink anytime

In addition, this page also adds some benefits, that is, non-alcoholic beer, which tastes like beer, but does not get drunk, has no hangover problems, and can be happy and social.

3. Barriers to entry:

The so-called Amazon rating is 4.7 stars, but I actually think it is 4.3 stars. I have to deduct points here, indicating that they don’t even know how others evaluate IB.

From Q4 in 2021 to Q1 in 2022, sales will increase by 1,124%, or 10 times, and repeat purchases will reach 37%. This is a good data for a highly selective non-alcoholic beverage.

4. Team：

4. Team:

- Founder - Mark Wong From 2015 to 2019, in a place called Asia Wine Service and Education Centre (AWSEC), with extremely good grades, he got Level 1 (97%) and Level 2 (92%) licenses, these two scores, in Australia's top Queensland University, is the highest grade of 7, and he seems to be a Hong Konger, but his IELTS score is 8.5/9, which is a lifetime that I can't get the score, so I go on  Linkedin, say to him, "You're so cool, let's make friends!"

- E-Commerce and Operation Executive - Thomas Winstanley has been doing furniture e-commerce marketing for two years before joining IB. Logically speaking, it should be easy for a marketing expert who can sell furniture to sell non-alcoholic beer.

- FMCG Advisor - Jim Cregan, the founder of Jimmy's Iced Coffee, the founder of a canned coffee company. The coffee packaging is so beautiful that even I want to buy it. The official website is on the right: https://www.jimmysicedcoffee.com/

Finally, let's talk about IB's growth strategy:

The "Red Bull Model" written in the briefing, but I see the logic below, it is actually more like Coca-Cola:

When Coca-Cola first came out, everyone didn't know it was a cold syrup brand. As a result, Coca-Cola came up with an unprecedented strategy, going to a small store in a remote township and saying to the store owner, "Order Coke with our Coca-Cola Company, not only without refrigerator rent. , our refrigerator is full of Coke and placed in your store or in front of your store!"

This is exactly the same as ChargeSpot's expansion logic. ChargeSpot will tell the store that although I haven't paid the rent, I will bring new customers into your store. What's more ruthless is that they will say: "It doesn't matter if you don't want to sign, I will sign with the old guy next door. !"

These bosses may not sign contracts by themselves, but how can they accept that others will sign contracts with competitors, so 80% of the stores will sign contracts, so no matter Coca-Cola or ChargeSpot, as long as the hardware returns to the original cost, all and 100% of the latter are net profits.

This picture shows that in the German and Spanish markets, non-alcoholic beverages account for 10%, while the Australian, British, and American markets that IB wants to attack currently account for about 1% of the market, indicating that the growth rate is at least 10 times, while 80/20 As a rule, I even speculate that it can be 20 times.

On the whole, there are two numbers that attract me the most, one is the growth rate of 1,124%, the other is that IB is going to attack the Australian and American markets, and the revenue growth does not need to be counted, you can know that it is super high, and there is no alcohol beer, because there is no alcohol, so it does not need to comply with the alcohol regulations of various countries, and it can be sold as a soft drink.

Therefore, I give IB 4.5 stars, because there is nothing to criticize. Even if its Amazon rating drops to 4.3 stars, it is not difficult to adjust the taste. A little adjustment and a 37% repurchase rate, these core customers , will tell IB how to adjust the taste.

But unfortunately, after I invested in IB, the amount of funds raised reached 200%, so they closed the fundraising activities, but after 12 to 18 months, IB will definitely raise funds again, because they have not yet covered the mainstream channels, Therefore, it will definitely take a lot of money to be listed on the mainstream channel. If IB performs well, I will write another article on why Arthur invests in IB again.