0The Problem
Take a trip to almost any bar in the world and you can bet on seeing the same list of mass-market liqueurs polluting the shelves behind the bar.
These bottles all have almost everything in common, ranging from high sugar content to artificial ingredients, not to mention uninspired taste.
With an evolving consumer base, we believe the industry is far overdue for something truly different.
The Solution
We’ve created a brand dedicated to the highest quality, with our ingredients sourced from local California farms and every step, from juicing to distilling, done by hand.
All-natural, low calorie, and without artificial colors or flavors.
With just half the sugar of a traditional liqueur, we can offer Chareau as part of a well-balanced and delicious cocktail, as well as simply neat or on the rocks with a splash of sparkling water and a squeeze of lime.
Additionally, with our own in-house production, we’re able to increase our margins and ability to scale without sacrificing our world-class quality.
The Market
Projected growth rates for the craft spirit market is massive — clocking in above 30% per year and expected to reach revenues exceeding $20B by 2023. Although liqueur may be regarded as a niche category, Aperol shipped more than Ketel One, Don Julio, and Casamigos combined in 2018.
As the craft spirit market continues to take over the overall spirits market, we believe our top-of-the-line taste, as well as our health-conscious mission, will allow us to capture major market share.
Our Traction
Since our launch in 2013, we have been able to establish major inroads with distribution channels, reach thousands of satisfied drinkers, and make a name for ourselves in the craft liqueur world.
We have recorded lifetime revenue of over $3.45M, with over $1M in 2019 alone, and have been able to grow sales by 257% over a trailing 12 month revenue between January 1, 2017 and December 31, 2019.
In 2015 we opened our very own distillery in California, where we are able to sustainably source local, organic ingredients direct from the farms. We juice, distill, and bottle each bottle of Chareau by hand.
In March 2019 we partnered with the Espiritus Group to cost-effectively grow our team, reach new markets, add executive leadership, and manage domestic sales.
What We Do
Our Founder Kurt Charron was inspired by the natural beauty and tastes of the ingredients grown on California farms and decided to bring it to the world in the form of the world’s first all-natural aloe vera liqueur*.
We began with a grass-roots approach in local bars. This led to high repeat orders, sustainable gross margins, and a fan base who absolutely loves what we do.
We distill every batch ourselves using locally sourced ingredients and work hard to partner with some of the top bars and restaurants across the country.
*This statement is based on research conducted by CNBC News and the Beverage Tasting Institute which showed no other mentions of Aloe liqueur as of 2014.
The Business Model
As we grow, our business model is becoming more and more efficient. We are currently operating at 65% margins, but we expect and plan for that number to reach 70% in just a couple of years as we grow and scale. This is due to our ability to lower the overhead and equipment costs allocated per bottle as we produce more volume.
We come in two sizes — 375ml and 750ml with an MSRP of $25 and $45 respectively.
How We Are Different
Many of the increasing number of craft spirit brands focus on base spirits like vodka, gin, tequila, rum, and whiskey. Some make liqueurs, but mostly as an afterthought. As a first and foremost liqueur brand, we are able to produce a top-quality product and put all of our resources behind getting it into the world.
We believe we are the first-ever all-natural aloe liqueur, and our brand has become synonymous with “aloe” in bars all across the U.S.
We focus not only on creating a product that tastes amazing but on being a company driven by a larger mission of sustainability and social advocacy.
The Vision
Using our funding from this campaign we are going to continue to push on growing our domestic market share. With over 80% of our sales through bars and restaurants, we plan to increase those sales even more, while creating a sustainable online and retail business model.
We believe our brand has already become synonymous with “Aloe” on cocktail menus across the country. Now we want to become the #1 American Made liqueur in the world.
Our Team
Kurt Charron is our founder and head distiller. He spent over a decade in the beverage world and is going back to his roots as the son of farmers in order to bring an all-natural, locally sourced product to the domestic marketplace.
We also have a team of top-notch brand ambassadors made up of award-winning bartenders focused on introducing and educating their peers and customers about our product.
Why Invest
We believe we have a proven product that people love, and that has shown sustained growth ever since our launch in 2013.
Along with our proof of concept, we are also a company that practices what we preach, and have made it a core tenet of our business to leave communities in better shape than we found them, and show the world that sustainable and ethical can also mean delicious.
Perhaps you've heard? It's Spritz season. And while there's no need to mess with a classic, perhaps you're looking for alternatives beyond the classic Aperol Spritz, here are a few recipes from top bartenders.
Meet Chareau ($49 for 750ml), a California-distilled aloe liqueur that has bartenders falling head over heels.
Tasting Notes: "A riff on a classic vodka tonic with an excellent aloe vera liqueur called Chareau along with lemon juice and a sprig of rosemary for a great aroma.
Chareau is the only one of its kind in the world — a distilled spirit made from aloe. But, to simplify it that way would be an injustice. Chareau is the brainchild of Kurt Charron.
It’s like your cocktail took a spa trip, with hints of watermelon and cucumber. If you’re throwing a party this summer, it’s the kind of easy buy that would be perfectly impressive in a batched cocktail, even if said cocktail is just a vodka-soda punched up with a small bottle of Chareau and garnish
We live in an era of the liqueur. Whereas ten years ago, most fruit liqueurs were garishly colored and unthinkably sweet—liquid candy boozed up just a smidge—today, you’ll find bottles that beautifully echo the flavor of their star ingredient
"I love Chareau because it is a complex and delightful cocktail in a bottle. In my home, I drink it on the rocks with a little gin, and when I use it in a cocktail for guests, it is sure to wow!
Company | : | Charron Favreau, S.P.C. |
Corporate Address | : | 4682 Calle Bolero, Unit B, Camarillo, CA 93012 |
Offering Minimum | : | $9,996.75 |
Offering Maximum | : | $249,999.75 |
Minimum Investment Amount(per investor) | : | $243.00 |
Offering Type | : | Equity |
Security Name | : | Common Stock |
Minimum Number of Shares Offered | : | 1,481 |
Maximum Number of Shares Offered | : | 37,037 |
Price per Share | : | $6.75 |
Pre-Money Valuation | : | $12,002,796.00 |
COVID Relief
This offering is being conducted on an expedited basis due to circumstances relating to COVID-19 and pursuant to the SEC’s temporary COVID-19 regulatory relief set out in Regulation Crowdfunding §227.201(z).
Offering maximum.
In reliance on this relief, financial information certified by the principal executive officer of the issuer has been provided instead of financial statements reviewed by a public accountant that is independent of the issuer, in setting the offering maximum of $250,000.
Expedited closing sooner than 21 days.
Further, in reliance on Regulation Crowdfunding §227.303(g)(2) A funding portal that is an intermediary in a transaction involving the offer or sale of securities initiated between May 4, 2020, and August 31, 2020, in reliance on section 4(a)(6) of the Securities Act (15 U.S.C. 77d(a)(6)) by an issuer that is conducting an offering on an expedited basis due to circumstances relating to COVID-19 shall not be required to comply with the requirement in paragraph (e)(3)(i) of this section that a funding portal not direct a transmission of funds earlier than 21 days after the date on which the intermediary makes publicly available on its platform the information required to be provided by the issuer under §§227.201 and 227.203(a).
Voting Rights of Securities Sold in this Offering
Voting Proxy. Each Subscriber shall appoint the Chief Executive Officer of the Company (the "CEO"), or his or her successor, as the Subscriber's true and lawful proxy and attorney, with the power to act alone and with full power of substitution, to, consistent with this instrument and on behalf of the Subscriber, (i) vote all Securities, (ii) give and receive notices and communications, (iii) execute any instrument or document that the CEO determines is necessary or appropriate in the exercise of its authority under this instrument, and (iv) take all actions necessary or appropriate in the judgment of the CEO for the accomplishment of the foregoing. The proxy and power granted by the Subscriber pursuant to this Section are coupled with an interest. Such proxy and power will be irrevocable. The proxy and power, so long as the Subscriber is an individual, will survive the death, incompetency and disability of the Subscriber and, so long as the Subscriber is an entity, will survive the merger or reorganization of the Subscriber or any other entity holding the Securities. However, the Proxy will terminate upon the closing of a firm-commitment underwritten public offering pursuant to an effective registration statement under the Securities Act of 1933 cover the offer and sale of Common Stock or the effectiveness of a registration statement under the Securities Exchange Act of 1934 covering the Common Stock.
Joinder to Shareholder Agreements
Shareholder Agreements. Execution of this Subscription serves as a Joinder Agreement whereby the Subscriber, as an “Investor” thereunder, agrees to the terms of, and becomes a party to, the Company’s Voting Agreement, Investors Rights Agreement and Right of First Refusal and Co-Sale Agreement, each dated March 29, 2019 and collectively referred to as "Shareholder Agreements". Please see Exhibit F of the Offering Circular to review the Shareholder Agreements. Please refer to a summarization of these rights in the Company Securities section of the Offering Circular.
*Maximum Number of Shares Offered subject to adjustment for bonus shares. See Bonus info below.
Investment Incentives and Bonuses*
Time-Based:
Friends and Family Bonus
Invest within the first 72 hours and receive an additional 25% bonus shares*
Early Bird Bonus
Invest within the first 10 days and receive an additional 15% bonus shares*
*Investments made within the first 10 days for the “Friends and Family Bonus” and “Early Bird Bonus” cannot combine perks with any other bonus share offer. If an investment is made within the first 10 days, the best, and only, bonus offer will apply.
Amount-Based:
$500 | Free Shipping until 2022 & Exclusive Apparel
Invest $500+ and receive free shipping on all purchases made on the www.chareau.us website until 2022 and get exclusive Chareau owner’s apparel.**
$1,000+ | Virtual Cocktail Class and Happy Hour
Invest $1000+ and one of Chareau’s Bartender Brand Ambassadors will host a virtual Cocktail Class and Happy Hour for you and up to 10 friends. Investors will also receive Free Shipping until 2022 & Exclusive Apparel reward. **
$10,000+ | 5% Bonus Shares + Virtual Happy Hour
Invest $10,000+ and receive 5% bonus shares and the Virtual Cocktail Class and Happy Hour reward for you and up to 10 friends. Investors will also receive Free Shipping until 2022 & Exclusive Apparel reward. **
$25,000+ | 10% Bonus Shares + Virtual Happy Hour
Invest $25,000+ and receive 10% bonus shares and the Virtual Cocktail Class and Happy Hour reward for you and up to 10 friends. Investors will also receive Free Shipping until 2022 & Exclusive Apparel reward. **
** Our webstore is scheduled to launch in July 2020. Shipping of liquor is restricted in certain U.S. states.
The 10% Bonus for StartEngine Shareholders
Charron Favreau, S.P.C. will offer 10% additional bonus shares for all investments that are committed by investors that are eligible for the StartEngine Crowdfunding Inc. OWNer's bonus.
This means eligible StartEngine shareholders will receive a 10% bonus for any shares they purchase in this offering. For example, if you buy 100 shares of Common Stock at $6.75/ share, you will receive 100 shares of Common Stock, meaning you'll own 110 shares for $675. Fractional shares will not be distributed and share bonuses will be determined by rounding down to the nearest whole share.
This 10% Bonus is only valid during the investors eligibility period. Investors eligible for this bonus will also have priority if they are on a waitlist to invest and the company surpasses its maximum funding goal. They will have the first opportunity to invest should room in the offering become available if prior investments are cancelled or fail.
Investors will only receive a single bonus, which will be the highest bonus rate they are eligible for.
*All perks occur when the offering is completed.
A crowdfunding investment involves risk. You should not invest any funds in this offering unless you can afford to lose your entire investment. In making an investment decision, investors must rely on their own examination of the issuer and the terms of the offering, including the merits and risks involved. These securities have not been recommended or approved by any federal or state securities commission or regulatory authority. Furthermore, these authorities have not passed upon the accuracy or adequacy of this document. The U.S. Securities and Exchange Commission does not pass upon the merits of any securities offered or the terms of the offering, nor does it pass upon the accuracy or completeness of any offering document or literature. These securities are offered under an exemption from registration; however, the U.S. Securities and Exchange Commission has not made an independent determination that these securities are exempt from registration.
We are in the final hours to become an investor in Chareau this year. Our 2020 campaign has been a success with over $234k raised of our $250k maximum! If you are still interested in participating, please take a moment to look through our terms and disclosures on the page above. When ready to invest, you can initiate your investment by using the "Invest Now" button at the top of the page.
Thank you for all of your investment and support!
There is less than a week left to participate in our 2020 investment round. We’ve raised over $210k so far and we’re close to hitting our offering maximum of $250k. Thank you to everyone who has already invested! If you haven’t invested, but are still considering joining our team, you have a few more days to complete your investment using the “Invest Now” button near the top of the page.
As a reminder,
We are excited to announce that Chareau will be expanding its distribution across the Western U.S., through Young's Market Company (YMCO) and Republic National Distributing Company (RNDC), into the states of Idaho, Montana, Oregon, Utah, and Wyoming. Chareau will continue on its path to becoming the #1 American Made liqueur by making it's product offerings more accessible in these growing markets.
[The following is an automated notice from the StartEngine team].
Hello! Recently, a change was made to the Chareau offering. Here's an excerpt describing the specifics of the change:
Chareau updated their offering with additional risk factors.
When live offerings undergo changes like these on StartEngine, the SEC requires that certain investments be reconfirmed. If your investment requires reconfirmation, you will be contacted by StartEngine via email with further instructions.
Thank you for all of your support and investments this year! The 2020 campaign has been a success and Chareau is continuing to grow across the country. We're excited to finish the year strong and hit 2021 running!
If you have not had the opportunity to invest, or you have any friends and family that you would like to have join our team, there's less than a month remaining. Cheers!
[The following is an automated notice from the StartEngine team].
Hello!
As you might know, Chareau has exceeded its minimum funding goal. When a company reaches its minimum on StartEngine, it's about to begin withdrawing funds. If you invested in Chareau be on the lookout for an email that describes more about the disbursement process.
This campaign will continue to accept investments until its indicated closing date.
Thanks for funding the future.
-StartEngine
We are so excited to announce this next step for Chareau! Consumers can now purchase Chareau and other products from our website and have it shipped direct to their homes. As we continue to expand our distribution footprint across the country by bringing our products to more liquor stores, grocery stores, and bars, we are also mindful of the unique times we are experiencing and want to make Chareau as accessible as possible. We can now ship to most states in the U.S., with a full list available on our site.
www.chareau.us (select “Store”) or chareau.store (direct link)
Please take a look and have patience with us the first couple weeks as we are new to e-commerce sales, but also please let us know if you have any feedback. We want to deliver the best customer experience we can. And, please continue to come back and check out our store, as we will be unveiling more products and merchandise over the next few months.
Cheers!
[The following is an automated notice from the StartEngine team].
Hello!
As you might know, Chareau has exceeded its minimum funding goal. When a company reaches its minimum on StartEngine, it's about to begin withdrawing funds. If you invested in Chareau be on the lookout for an email that describes more about the disbursement process.
This campaign will continue to accept investments until its indicated closing date.
Thanks for funding the future.
-StartEngine
[The following is an automated notice from the StartEngine team].
Hello! Recently, a change was made to the Chareau offering. Here's an excerpt describing the specifics of the change:
Extended length of campaign.
When live offerings undergo changes like these on StartEngine, the SEC requires that certain investments be reconfirmed. If your investment requires reconfirmation, you will be contacted by StartEngine via email with further instructions.
August was a great month for Chareau and September looks to be even better!
Our August depletions (sales to accounts) were up 8% nationally month over month from July 2020 to August 2020, and we have now seen a monthly growth in depletions of 434% since April. Here is a breakdown of our top 3 markets:
CA – Depletions are up 647% since April, including growth of 34% from July to August and 16% from August to September.*
IL – Depletions are up 3281% since April, with a dip of 28% from July to August and a strong recovery of 124% growth from August to September.*
NY – Depletions are up 650% since April, including growth of 130% from July to August (September depletion data is not available yet for NY).*
We have also expanded our footprint across Florida this month with the expansion into 6 Total Wine & More and 18 ABC retail stores with approval for another 32 ABC stores over the next few weeks.
Italian restaurant chain North Italia has increased their usage of Chareau by adding it to a second cocktail on their menu. We are now featured in both the Mozzafiato and Southside Spritz at North Italia locations across the country.
Our e-commerce store on the Chareau.us website will be going live next week. Keep an eye out for a separate update with more details once the store is open.
And finally, our September revenue is currently on track to be our strongest month of 2020 and potentially match, or surpass, our September 2019 monthly revenue. We are growing beyond our projections laid out earlier this year despite the very negative effect COVID has had on our industry, and the hospitality industry, as a whole.
Thank you for your support!
*Depletion data and growth rate are based on cases sold per day
**The above numbers and projections have not been reviewed or audited by a third party CPA, and are meant as additional information that the company currently has available.
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