The rise of the sober curious movement has seen the non-alcoholic beverage industry boom in the last few years, with the category now valued at $178 billion globally, with $14.7 billion accounting for the emerging zero percent alcohol category.
Local company Finery was the first to the New Zealand market in the ready-to-drink, low and no-alcohol category. Now, the company is in sight of expansion with the support of two high-profile FMCG players investing in the brand and announcing a crowd-funding campaign.
Maree Glading (co-founder of I Love Food Co) and Dene Brosnan (who has held several FMCG roles including Heinz Wattie's, I Love Food Co and currently New Zealand Creameries) are joining the Finery board effective immediately, bringing their expertise and investment in the company.
With a dedication to craft, Finery is a premium offering made with honest, all-natural, local ingredients. Comprising aromatic botanicals, delicate fruit juices and teas, these refreshing beverages are best enjoyed as an accompaniment to fine food and good conversation.
Finery founder Jane Allan said that the brand was thrilled to have the expertise and nous of both Maree and Dene join the Finery board.
Jane Allan
"I've been working closely with Maree for a while, and when the opportunity to formalise our relationship came up, I jumped. Dene was recommended to us, and his industry credentials perfectly fit Finery. We look forward to the future of Finery with Maree and Dene on board," said Allan.
Finery first launched into the 'better for you' alcohol trend with its five percent alcohol offering and then welcomed its zero percent range to market in 2021, becoming the first local brand to market in the alcohol-free category.
Dene Brosnan
With distribution in 180 stores throughout New Zealand and consistent revenue growth since the brand's inception in 2019, the company now has 33 per cent of the local non-alcoholic category in grocery.
Finery is looking to build on this success by announcing a capital raise to support new product development and further global expansion.
Maree Glading
In collaboration with Equitise, Finery aims to raise $720,000, at least $300,000, to support a three-year strategic growth plan in Australasia. Expressions of interest start on the 18th of July and will run for four weeks, with the campaign going live for investment in mid-August.
The working capital will support an exciting pipeline of new product development and marketing support for increased distribution. Servicing increased stock demands and diversifying sales channels.
Once the raise has gone live, it will run for four weeks or until the goal has been reached. People can secure a drop of Finery for just a few hundred dollars.
Register interest at www.equitise.com.
Finery is available in zero percent and five percent alcohol options in four delicious flavours. Choose from four flavours, or try one with the selection pack. Finery is available in all good supermarkets, liquor stores and on its website.
