The Opportunity
Why now, why this, and what your investment actually funds.
Market Context
The UK on-trade is shifting. Drinkers are trading up, drinking less but drinking better, and actively seeking alternatives to the usual pint. Craft cider had its moment. Craft beer before that. Flavoured alcoholic beverages are growing faster than almost any other category — and yet the tap handle for alcoholic ginger beer is, in most pubs, completely empty.
[PLACEHOLDER — Market Statistics]
- UK on-trade craft drinks market size and growth rate
- Flavoured alcoholic beverage category growth (year-on-year)
- Gap analysis: alcoholic ginger beer tap presence vs. demand signals
- Consumer trend data on premium/craft switching behaviour
This isn’t without precedent. Jubel started with a single flavoured lager and built a national tap presence. Beavertown went from a shipping container to Heineken acquisition. Camden Town proved that a London-first, direct-to-pub strategy could scale into something serious. None of them invented a new category — they found a gap in an existing one and filled it properly.
That’s the play here. Alcoholic ginger beer isn’t new. But doing it properly — naturally fermented, on tap, with genuine character — and getting it into London pubs as a permanent line? Nobody’s doing that yet.
Business Model
The model is deliberately lean. Contract brewing means no capital tied up in equipment. London-first geography means manageable delivery logistics and high-value accounts. Direct-to-pub means no distributor margin eating into already tight numbers.
Route to Market
- •Contract brewed — no brewery capex
- •Direct-to-pub in Greater London
- •Keg-first, cans for sampling and events
- •Positioned alongside premium ciders
Unit Economics
- •Target price point: £5.50/pint
- •Comparable to craft cider pricing
- •Path to profitability at modest volumes
- •Scalable without facility investment
At £5.50 a pint, Grassroots sits comfortably in the premium-but- not-ridiculous range — the same territory as Aspall, Rekorderlig, or a decent pale ale. The margins work because contract brewing keeps fixed costs low, and direct-to-pub keeps the supply chain short.
Use of Funds
Here’s where the money goes. No mystery, no vague “growth marketing” line items. Every pound has a job.
| Category | Amount | What It Covers |
|---|---|---|
| First Commercial Batch | £4,000–£5,000 | Contract brewing, bulk ginger juice, fermentation, kegging/canning |
| Brand & Packaging | £2,000–£3,000 | Logo, packaging design, tap badge, label printing |
| Market Entry | £1,500–£2,500 | First pub accounts, sampling events, tasting sessions |
| Legal & Admin | £500–£1,000 | SAFE legal review, HMRC registration, SEIS application |
| Working Capital | £1,500–£2,500 | Cash flow buffer for first 3–6 months of operations |
| Total | £9,500–£14,000 |
What Your Investment Means
Grassroots is raising on a SAFE (Simple Agreement for Future Equity). That means your investment converts into equity at a future priced round. The table below gives a rough sense of ownership at different investment levels, assuming a £150,000 valuation cap.
| Investment | Approx. Ownership | At £150k Cap |
|---|---|---|
| £1,000 | ~0.67% | Early supporter tier |
| £2,500 | ~1.64% | Meaningful stake |
| £5,000 | ~3.23% | Significant early position |
| £10,000 | ~6.25% | Major backer |
These figures are illustrative and based on a £150,000 valuation cap with post-money SAFE mechanics. Actual ownership will depend on the final terms of the SAFE and the total amount raised. See the Terms page for full details.