2. “THE MILLENNIAL GENERATION offers the wine industry the
kind of growth potential not seen in more than 30 years.”
- The Wine Market Council
But their habits are so unique that very few wine brands have
managed to earn their loyalty.
3. PUBLICHOUSEis changing the Millennial wine game one box at a time.
INNOVATIVE PACKAGING that’s cheaper to ship, eco-
friendly and keeps the wine fresh for longer. Ten cups packed into every
box make it easy to share anytime, anywhere, with anyone.
MULTI-CHANNEL DISTRIBUTION that ensures a wide
breadth of availability for consumers, and varied revenue streams.
QUALITY WINE crafted with the millennial palette in mind:
sophisticated but affordable, just as delicious with fine French cuisine as it
is with take-out Chinese.
RELEVANT CONTENT that draws consumers to our online
platform and keeps them coming back.
*Prototype Packaging/Design. Subject to change as Product evolves.
4. Currently at only 3% of the $34B
2011 US market10
, there is massive
growth potential for boxed wine,
as demonstrated by the market
penetration in Europe and Australia.
Over the next 5 years, premium
boxed wine will continue to grow at
27% year over year11
, resulting in a
$5B market.
SHOCKINGLY, 3L boxed wine is the fastest growing
segment of the US wine industry.
$ B
$ B
$ B
$ B
$ B
3%
18%
50%
50%
Premium 3L Bag in Box as Percent of 2011 Wine Sales
15141312
5. BUT FIRST, what is a Millennial?
Millennials are the 70 million consumers1
who are drinking wine earlier and at higher volumes than any
other generation. Their drinking habits are distinct and unique:
FORBRANDS
THEY LOVE
TRADING UP
INSHORT,THEY’RETHEULTIMATESOCIALDRINKERS
ECO-CONCIOUS
& ON-THE-MOVE
50% 18%
DRINKWINE
EVERYWEEK 2
DRINKWINE
DAILY 3
TYPICALLY WITH GROUPS
OF FRIENDS
SPENDMORETHAN 10%OFTHEIRINCOMEON
EATING OUT, ALCOHOL, AND ENTERTAINMENT
4
6. ALWAYS ENOUGH TO GO AROUND:
A standard 3L bag holds the same
capacity as four traditional 750ml
bottles.
*Prototype Packaging/Design. Subject to change as Product evolves.
SHARE WITH CLASS:
A sleeve of 10 reusable, dishwasher safe
stemless wine glasses makes sharing
easier and classier than ever.
LASTING FRESHNESS:
Wine stays fresh for up to six
weeks - almost fifteen times
longer than bottled wine.
A FRIEND TO THE PLANET:
The Public House box has a
reduced carbon footprint, and is
entirely recyclable. Bladders are
made of non-BPA plastic.
OUR BOX is built for Millennials, by Millennials.
While bottles are great for intimate dinners, they’re ecologically wasteful, expensive to ship, and only last a
few days after opening. They’re too old school for these new drinkers. Here’s our solution:
7. AND WHERE do Millennials drink?
Millennials are inherently social and on the move. Through carefully selected distribution and retail partners,
we’ll strive to make our product available in places that their buying habits are otherwise unserved.
TRADITIONAL RETAIL ENVIRONMENTS including wine and liquor stores
will be a primary location for consumers to find Public House products.
SPORTING EVENTS are an excellent application of our product, which contains
no glass, is packaged with cups enough for a group, and is recyclable.
MUSIC FESTIVALS are often attended by Millennials in groups, and buying
drinks one at a time potentially means hours waiting on line.
RESTAURANTS that align with our brand messaging are a perfect partner for
Millennial consumers drinking more wine with meals than ever.
8. Withtwoflagshipvarietalsandarotatingseasonaloption,we’vegotsomething
for everyone - and choosing the right wine is never a confusing process.WHAT’S
BOX
INSIDEOUR
ISJUSTASEXCITING
DELICIOUS WINES
from the Chilean region of San Clemente.
VERSATILE AND CONSISTENTLY COMPATIBLE,
this is the wine we turn to no matter the reason or
season. Hand picked from the Andes Mountains
in Chile, our zesty Sauvignon Blanc is guaranteed
to liven up any rooftop or dinner party. Vibrant
citrus and green apple may give you an insatiable
craving for fresh fish tacos or an afternoon cheese
plate on the patio. Best served chilled, with light
fare and great company.
THIS IS RED WINE to help you unwind. With
rich plums and intense blackberries, our Cabernet
will warm you up by the fireplace or chill you out
dockside. The foolproof pick for a house party
or dinner with friends, our red can hang with a
hamburger or sophisticate any steak. With a wine
this smooth, you may be tempted to keep it all
for yourself, so let us remind you: our wine is for
sharing.
SAUVIGNONBLANC CABERNETSAUVIGNON
BOLD FRUITY SPICYCRISP ZESTY BRIGHT
9. In the typical wine market, Q4 is the largest sales period. However, our boxed
wine is a product guaranteed to sell from season to season. Whenever there is
social drinking, there is Public House:
Q1: Whether at home or in the office, no New Years party is complete
without a crisp box of Sauvignon Blanc. Valentines Day offers opportunities
for singles to commiserate with boxes of wine, while couples can enjoy a
romantic evening at home without breaking the bank.
Q2: With spring begins the months of picnics and outdoor cookouts, social
occasions primed for our boxes.
Q3: It’s as if the summer season was designed for Public House. Between
beaches, barbecues and boating, our rosé will be a best seller through Labor
Day.
Q4: Fall festivities are ideal for our boxed wine. Halloween parties,
Thanksgiving dinners and Christmas gifts are the perfect opportunity for
gathering, celebrating, and drinking.
WITH
PUBLICHOUSE
IT’SALWAYS
BOXED
WINE
SEASON
10. MILLENNIALS have
several problems, but
nobody is solving them
all...
WHEN
WINE
ITCOMESTO
...UNTILNOW
“BOTTLES AREN’T
ALWAYS THE MOST
PRACTICAL.”
Our box is built for the way
you and your friends drink.
“BUYING WINE IS
COMPLICATED.”
Browse our wines online
or check us out in your
favorite store.
“LEARNING ABOUT WINE IS INTIMIDATING.”
Daily content and events that teach you about wine in a
way that is relevant to your lifestyle.
11. WE’RE NOT JUST selling a product, we’re building a
platform.
Editorial and video content hosted at publichousewine.com and around the web will keep visitors engaged
and ultimately drive to sales, both online and in-store.
12. The US wine industry is choked by a series of prohibition era laws, collectively known as the three tier model,
forcing product from winery to distributor to retailer to consumer, with all parties taking margins along the
way. Public House has worked tirelessly to find work-arounds to bring down costs for the end buyer, and will
continue to do so as our model evolves.
One of the loopholes in the three tier system is recently enacted legislation that allows wineries
to sell product directly to consumers. With our current model, we’ve struck a partnership with
Brotherhood Winery to do just that.
By utilizing their licenses, we are able to sell product direct to consumer via our online portal at
publichousewine.com, direct to retailers, or to distributors. The use of another facility’s licenses
however comes at a cost.
CURRENTMODEL
FUTUREMODEL
Moving forward, as a means to reduce product
costs as we scale, we will acquire our own
wholesale license in order to sell to distributors
and retailers.
The online model will evolve by finding trusted
online retail partners who will be able to fulfill
the direct to consumer aspect of our business.
ONLINE RETAIL DISTRIBUTOR
MULTI-CHANNEL DISTRIBUTION allows for swift and
comprehensive market penetration.
WHOLESALE LICENSE
13. CONTENT
Video and editorial content, focused on food, wine, dating,
nightlife. Deployed across Public House blog and social media
channels
STRATEGICSAMPLING
Social media influencers, industry celebrities. Grass-roots PR
outreach based on brand tenets and the merit of the product.
CORPORATESPONSORSHIPS
Happy Hours at General Assembly, Start-Up Incubators,
Gawker, Stylecaster, and other strategic partners will provide
excellent exposure to hip, affluent early adopters and influencers.
TASTINGEVENTS
Drive brand awareness, provide tangible value to attendees,
unpretentious, fun, easy. Also potential to generate on-site sales.
WE’RELAUNCHINGINNYC,
MILLENNIAL
CAPITAL
THE
OFTHE
USA
14. BYFOCUSINGOURMARKETING
KEY
AREAS
ON
WE’LLREACH
38%OFMILLENNIALSIN5YEARS5
YEAR 1:
Establish our brand among NYC influencers, capture 180 retail
locations at 8 boxes/month/location.
YEAR 2:
Expand to high millennial population cities in Texas (Austin
and Dallas), 743 retail locations in TX; 1000 in NYC.
YEAR 3:
Expand to North and South California, Florida and Chicago.
YEAR 4:
Expand to Philidelphia, Atlanta, Denver. Prior expansions have
reached sustained growth levels.
15. A LOT
ANDTHERE’S
OFROOM
TOGROW Expand varietals (Rioja, Riesling, Barbera etc.), Launch PH Sangria, Add 250
mL Tetrapak and 1.5 liter boxes
Launch Organic line, PH Champagne, PH Cider, and Fruit Wines
Launch PH Craft Brew, Kegs and higher alcohol beers
Launch PH Spirits (single serve artisinal cocktails), PH Bitters
The opportunity is much larger than boxed wine. As we establish ourselves
as a trusted expert on Millennial drinking habits, we will grow our wine
portfolio and expand beyond our flagship product.
*Note: Packaging featured above are prospective mockups, and are subject to change.
16. PUBLIC HOUSE thus far.
Established partnership
Pre-Sold
182Boxes
ESTABLISHEDSTRATEGICSPONSORSHIPSWITH:
Buzz: Articles featured in &
Brotherhood Winery
WITH
RAISED
$170,000
17. Millennial engagement is a top priority among large alcohol and
wine companies who are having significant difficulty penetrating
this finicky market. As a result, there are numerous potential exits
for PUBLICHOUSE.
Beverage Companies who are trying to reach Millennials:
- THE WINE GROUP bought Almaden for $134 M6
- CONSTELLATION acquired Mark West for $160 M7
- BEAM GLOBAL acquired Pinnacle Vodka for $600 M8
- PERNOD RICARD reportedly looking for acquisitions in US
markets9
POTENTIAL
EXITS
18. MEET
TEAM
THE
DAN BERK (CO-FOUNDER): CEO and Executive Producer at Last Pictures, a
boutique production company based in New York City. BFA in Film Production with
a concentration in Computer Applications from Tisch School of the Arts. Forbidden to
obtain certifications in order to prevent the team from becoming wine snobs. A good
Malbec is the way to his heart.
STEFFAN BANKIER (CO-FOUNDER & CEO): Strategic Planner on Johnnie Walker
at Young & Rubicam and Miller Coors at Saatchi and Saatchi. B.A in Visual Studies and
Consumer Psychology from the University of Pennsylvania. Spending his evenings earning
his intermediate WSET Wine Certification, and maintains that there is no better pairing
than Riesling and Korean street food.
LEORA KALIKOW (DIRECTOR OF COMMUNICATIONS): Director of
Admissions for a private high school: managing communications, marketing, PR and
event planning by day, courses at the American Sommerlier Association by night. BA in
Journalism and Mass Communication from the George Washington University. She thinks
nothing smacks of summer like a Pinot Noir Rose.
JORDAN GUTMAN (CO-FOUNDER & PRESIDENT): Before co-founding Public
House, Jordan was helping to interconnect the private capital markets at AXIAL, a financial
services startup where he was an early member of the team that drove the company through
5x growth. Prior to that he was a successful sales grunt at Yelp. Jordan graduated from the
University of Colorado in Boulder with a degree in Economics. A Malbec with a steak is
all he needs.
