Hercules Mulligan

Lead the Ready-to-Drink Cocktail Revolution

Hercules Mulligan

Lead the Ready-to-Drink Cocktail Revolution

Wilmington, DE
Food & Beverage
Inspired by the famous tailor spy of the American Revolution, this is a revolutionary blend of Caribbean Rum, American Rye Whiskey, fresh organic ginger, and tailor-made bitters. It’s our take on an “Old Fashioned” that brings the craft cocktail bar experience home and is co-developed by one of the world’s biggest Spirits lover community, Flaviar.

$748,481

raised
803
Investors
$9M
Valuation
$2.00
Price per Share
$100.00
Min. Investment
Common
Shares Offered
Equity
Offering Type
$750K
Offering Max
Reg CF
Offering

$748,481

raised
803
Investors
$9M
Valuation
$2.00
Price per Share
$100.00
Min. Investment
Common
Shares Offered
Equity
Offering Type
$750K
Offering Max
Reg CF
Offering

Rewards

Get rewarded for investing more into Hercules Mulligan:

$100+
Investment
StartEngine Owner’s Bonus
This offering is eligible for the StartEngine Owner’s 10% Bonus program. For details on this program, please see the Offering Summary section below.
$100+
Investment
$100+ Tier
Flaviar Base Membership. Mention on the Thank You webpage on Flaviar and Hercules Mulligan.
$250+
Investment
$250+ Tier
Flaviar Base Membership + 1 Hercules Mulligan Bottle. Mention on the Thank You webpage on Flaviar and Hercules Mulligan
$500+
Investment
$500+ Tier
Flaviar Quarterly Membership + 1 Hercules Mulligan Bottle. Mention on the Thank You webpage on Flaviar and Hercules Mulligan.
$1,000+
Investment
$1000 Tier
Flaviar Quarterly Membership + 2 Hercules Mulligan Bottles. 10% Discount on future Hercules Mulligan purchases for 1 year. Mention on the Thank You webpage on Flaviar and Hercules Mulligan.
$2,500+
Investment
$2500+ Tier
6 Hercules Mulligan Bottles. 1 Flaviar Annual Membership. Hercules Mulligan Group Virtual Tasting with Steve. 10% Discount on future Hercules Mulligan purchases for 1 year. Mention on the Thank You webpage on Flaviar and Hercules Mulligan.
$5,000+
Investment
$5000+ Tier
Same as $2500 Tier, but with 9 Hercules Mulligan Bottles, and exclusive quarterly investor email update
$10,000+
Investment
$10000 Tier
Same as $5,000 Tier, but with 12 Hercules Mulligan Bottles (6 bottles once per year) + 1 Flaviar Annual Memberships + Exclusive Monthly Investor Email Update.
$25,000+
Investment
$25000+ Tier
12 Hercules Mulligan Bottles (6 bottles once per year). 1 Flaviar Annual Membership. Individual Hercules Mulligan Virtual tasting with Steve. 10% Discount on future Hercules Mulligan purchases for 1 year. 5% Bonus Shares. Mention on website.
$50,000+
Investment
$50,000+ Tier
Same as $25,000 Tier, but with 7% Bonus Shares + Be part of the R&D group with your opinion for the next version of Hercules Mulligan + Exclusive Quarterly Investor Call with Steve.
$100,000+
Investment
$100,000+ Tier
Same as $50,000 Tier, but with 2-night accommodation in NYC, dinner, and tasting with Steve, and 10% bonus shares

Reasons to Invest

Flaviar Brand - We are part of one of the world's biggest Spirits communities of hundreds of thousands of Spirits lovers. We can rely on our own data, users and established distribution system to build a world-scale brand in a new way and outsmart and outrun our competition.
Proven Results - More than 12,000 bottles have already been sold with an outstanding 22% repurchase rate, compared to the 7.5% Flaviar average. The product is already distributed in 30+ US states and Europe and is ready to scale. A Gross Profit margin is currently at 50%. Product also won a Double Gold medal at the 2020 San Francisco World Spirits Competition.
An Incredible Team - A world-class team with both startup (Y Combinator) and corporate experience and a history of building companies to $100M+. The co-founder of Hercules Mulligan also created and sold the Leblon Cachaça brand to Bacardi. We know how to spot a great trend early on and scale it worldwide.


THE PROBLEM


A Well-Stocked Home Bar is Hard to Come By 


Everyone loves a good cocktail, but making one at home can be a hassle: you don't know how or have the ingredients, the time or the tools. Plus, most bottled cocktails are made with inferior Spirits and flavor systems from a laboratory. We are here to completely revolutionize that. 

 

Enter Hercules Mulligan, a blend of three Rums, three Rye Whisky, fresh organic ginger from Brooklyn, and tailor-made bitters.  


THE SOLUTION


Leading the Revolution of Ready-to-Drink Cocktails

Hercules Mulligan is a ready-to-drink Old Fashioned that lets you drink a first-class, bar-grade cocktail at home with no inconvenience. We want our consumers to have a trusted, high-quality cocktail right in their home bar.


Simply pour over ice and enjoy. Easy as that.



With boldness comes transparency in our sourcing. Hercules Mulligan Rum & Rye is blended and bottled by our Master Blender Mario Mazza in Westfield, NY, and brought to you by Flaviar - one of the world's biggest Spirits marketplaces. Our aged Rums were sourced from Guyana, Jamaica, and Puerto Rico, while our aged Rye Whiskeys came from Vermont, the Midwest, and Westfield, NY. The fresh ginger is macerated by our partners in Brooklyn.



Does the name Hercules Mulligan ring a bell? Popularized in Hamilton The Musical, Hercules Mulligan was an unsung hero of his time who tricked British soldiers into spilling their best-kept war secrets. Not to mention he also saved George Washington's life - twice. A real person with an incredibly badass story. We can't imagine a better inspiration for a brand that's about to lead the revolution in the ready-to-drink cocktail scene. We evoke the same sense of bold independence in Hercules Mulligan. 


The Market


We Own the Relevance, & the Hype



Hercules Mulligan is uniquely positioned in the cross-section of Rye Whiskey, Rum, Craft Spirits, and ready-to-drink cocktails. Together, they were estimated to generate over $3.5 billion in revenue in 2020, and all of them are growing. Fast. Since Hercules Mulligan appeals to drinkers of all said Spirit categories, we have a huge and growing market to conquer, revolutionizing the way we drink cocktails in the process.


This is the best time for you to join. 







Our Unfair Advantage

Building the brand with Flaviar
With Flaviar, we can rely on established distribution channels, help with scaling on-premise (bars and restaurants) and off-premise (liquor stores, etc.), and a devoted direct-to-consumer community of hundreds of thousands of Spirits lovers.

Constant iteration 
With hundreds of thousands of members and their reviews, we were able to fine-tune our product in an agile way and therefore move much faster and smarter than traditional Spirits brands. Through fast iterations and adjusting the formula, we improved the balance in the drink between the batches. This process would typically take over a year, if we were to wait for the standard market data, but we managed to do it in just a month.

Incredible band of Spirits pros to lead the revolution

Hercules Mulligan is run by a team of seasoned Spirits experts, entrepreneurs, and professionals right in the heart of the world - New York City. We have launched, scaled, and sold successful Spirits and digital businesses before - so we know what it takes and how to do it again. Steve Luttmann, the founder of Hercules Mulligan, previously created Leblon, one of the most known Cachaça brands, and sold it to Bacardi. He has prior experience at an executive level from companies like Möet Hennessey and Unilever. Mario Mazza, owner of Five & 20 Spirits distillery, and Ryan Malkin, one of the country's best alcohol attorneys, are also joining the team. You couldn’t ask for a better band of pros on your side.   



OUr Traction


At the Top of Our Rank 


Hercules Mulligan launched at the end of 2019 and quickly sold out of our first batch.


Since then, over 12,000 bottles were sold exclusively through Flaviar, a Spirits marketplace.  


Due to our reliance on data from hundreds of thousands of Flaviar users to constantly improve our Spirit to perfection, Hercules Mulligan has garnered over 1,950 reviews and ratings from Flaviar members, resulting in an average rating of 8.2 out of 10, compared to the "other spirits" category average of 7.6 out of 10. 




Hercules Mulligan also has a 22% repurchase rate, compared to the Flaviar average of 7.5%. 


And it's not just us. Our data is also backed by experts who awarded us a Double Gold medal at the 2021 San Fransisco World Spirits Competition. 



Our Gross Profit margin is currently at approximately 50%, and we expect with scale and innovation for the margin to grow to 67% by 2025.





Since we are already ahead of the game when it comes to profits, we plan to invest in geographic expansion of the next four years - expecting to achieve break-even based on our current forecasts by 2025. 


With a proven history of how a Spirits brand of the future is built in the field of ready-to-drink cocktails to big groups, there is a clear path towards an exit. Our long-term objective is to sell the brand to a large multi-brand portfolio Spirits company once we surpass 50,000 9L cases sold. 

WHY INVEST


Together, We Will Lead the Revolution


Our vision is to create a true and iconic Spirits brand that will become a staple for craft cocktail connoisseurs looking for a high-quality, convenient ready-to-drink Old Fashioned. 


We want to show you how the Spirits brand of the future is built and how great it is to be part of one.


We will develop product innovations to add to the Hercules Mulligan portfolio at higher price points, creating other opportunities for consumers to enjoy the brand, leveraging credentials with our various communities along the way. 




We are eager to claim a huge chunk of this multi-billion dollar opportunity. We have the advantage, the resources, and the means that otherwise take years to build.


And this is where you come in.


Enlist in the Hercules Mulligan Investor Army, stand for something great, and lead the ready-to-drink revolution with us. 


Let’s do this together.  









Offering Summary


Company

:

H. Mulligan Bespoke Libations Co.

Corporate Address

:

1013 Centre Rd. Suite 403-A, Wilmington, DE 19805

Offering Minimum

:

$10,000.00

Offering Maximum

:

$750,000.00

Minimum Investment Amount

(per investor)

:

$100.00











Terms


Offering Type

:

Equity

Security Name

:

Common Stock

Minimum Number of Shares Offered

:

5,000

Maximum Number of Shares Offered

:

375,000

Price per Share

:

$2.00

Pre-Money Valuation

:

$9,000,000.00











*Maximum Number of Shares Offered subject to adjustment for bonus shares. You will only receive the highest level bonus share perk you are eligible for. See Bonus info below.

Time Based Perks

Invest in the first 2 weeks and receive 10% bonus shares. 

Company Perks*

$100 Tier
Flaviar Base Membership.

Mention on the Thank You webpage on Flaviar and Hercules Mulligan.

$250 Tier
Flaviar Base Membership + 1 Hercules Mulligan Bottle.

Mention on the Thank You webpage on Flaviar and Hercules Mulligan.

$500 Tier
Flaviar Quarterly Membership + 1 Hercules Mulligan Bottle.

Mention on the Thank You webpage on Flaviar and Hercules Mulligan.

$1000 Tier
Flaviar Quarterly Membership + 2 Hercules Mulligan Bottles.

10% Discount on future Hercules Mulligan purchases for 1 year.

Mention on the Thank You webpage on Flaviar and Hercules Mulligan.

$2500 Tier
6 Hercules Mulligan Bottles.

1 Flaviar Annual Membership.

Hercules Mulligan Group Virtual Tasting with Steve.

10% Discount on future Hercules Mulligan purchases for 1 year.

Mention on the Thank You webpage on Flaviar and Hercules Mulligan.

$5000 Tier
9 Hercules Mulligan Bottles.

1 Flaviar Annual Memberships.

Hercules Mulligan Group Virtual Tasting with Steve.

10% Discount on future Hercules Mulligan purchases for 1 year.

Mention on the Thank You webpage on Flaviar and Hercules Mulligan.

Exclusive Quarterly Investor Email Update.

$10,000 Tier
12 Hercules Mulligan Bottles (6 bottles once per year).

1 Flaviar Annual Memberships.

Hercules Mulligan Group Virtual Tasting with Steve.

10% Discount on future Hercules Mulligan purchases for 1 year.

3% bonus shares.

Mention on the Thank You webpage on Flaviar and Hercules Mulligan.

Exclusive Monthly Investor Email Update.

$25,000 Tier
12 Hercules Mulligan Bottles (6 bottles once per year).

1 Flaviar Annual Membership.

Individual Hercules Mulligan Virtual tasting with Steve. 

10% Discount on future Hercules Mulligan purchases for 1 year.

5% Bonus Shares.

Mention on the Thank You webpage on Flaviar and Hercules Mulligan.

Exclusive Monthly Email Update.

$50,000 Tier
12 Hercules Mulligan Bottles (6 bottles once per year).

1 Flaviar Annual Membership.

Individual Hercules Mulligan virtual tasting with Steve and a celebrity bartender.

10% Discount on future Hercules Mulligan purchases for 1 year.

7% Bonus Shares.

Be part of the R&D group with your opinion for the next version of Hercules Mulligan.

Mention on the Thank You webpage on Flaviar and Hercules Mulligan.

Exclusive Quarterly Investor Call with Steve.

$100,000 Tier
12 Hercules Mulligan Bottles (6 bottles once per year).

1 Flaviar Annual Membership.

Individual Hercules Mulligan virtual tasting with Steve and a celebrity bartender.

10% Discount on future Hercules Mulligan purchases for 1 year.

10% Bonus Shares.

Be part of the R&D with your opinion for the next version of Hercules.

2-night accommodation in NYC, dinner, and tasting with Steve.

Mention on the Thank You webpage on Flaviar and Hercules Mulligan.

Exclusive Quarterly Investor Call with Steve.
DISCLAIMER
Please note that the shipping of physical items may be subject to certain shipping restrictions. For more information, see Flaviar Shipping & Returns (https://flaviar.com/content/shipping-returns/)

*All perks occur when the offering is completed.

The 10% StartEngine Owners' Bonus

Hercules Mulligan 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 $2.00 / share, you will receive 110 shares of Common Stock, meaning you'll own 110 shares for $200. 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.

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 covering 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.

The Company will not incur any irregular use of proceeds.


Show More
Most recent fiscal year-end:
Prior fiscal year-end:
Total Assets
$212,125.00 USD
$76,125.00 USD
Cash And Cash Equivalents
$1,500.00 USD
$1,500.00 USD
Accounts Receivable
$80,000.00 USD
$0.00 USD
Short Term Debt
$54,724.00 USD
$77,036.00 USD
Long Term Debt
$0.00 USD
$0.00 USD
Revenues And Sales
$80,000.00 USD
$0.00 USD
Costs Of Goods Sold
$0.00 USD
$0.00 USD
Taxes Paid
$0.00 USD
$0.00 USD
Net Income
$58,312.00 USD
-$911.00 USD

Risks

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.


Updates

Notice of Funds Disbursement

3 days ago

[The following is an automated notice from the StartEngine team].

Hello!

As you might know, Hercules Mulligan 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 Hercules Mulligan 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

Hercules Mulligan The Extension AMA

5 days ago

Dear investors, followers, fans, and friends,

We would like to invite all the investors and followers of the campaign, to join us on  October 25th at 8.30pm ET for our third AMA with the founder of Hercules Mulligan - Steve Luttmann, and brand manager Amy Yakuboff.

We will discuss any questions, concerns, or suggestions considering extending or not extending the financing round of Hercules Mulligan for another $750k.

AMA will also be recorded.

If you'd wish to ask or cast your vote towards our final decision, please join us on Zoom.

https://us06web.zoom.us/meeting/register/tZcrf--orzwrEtxouj-zoSfQcDMv_tHLBdX4

See you there!

Hercules Mulligan Team

Hercules Mulligan Week 3 Update - Oversubscribed

12 days ago

Dear investors, followers, fans, and friends,

As we are entering the 4th week since the launch of our campaign, there are some exciting company updates to share, of course, the biggest one still being that we have finished our $750k within three weeks and are now in the period of thinking if we should extend our goal or not.


HIGHLIGHTS

Our waitlist of potential new investors is growing, as well as our Discord channel which has almost 300 members already.

We managed to move the needle with the PR, Steve sat down with Forbes this weekend which can turn into a beautiful article.

The recent sales report shows October will be a strong month.

  • July Bottle Sales: 610

  • August Bottle Sales: 1,344

  • September Bottle Sales : 863

  • October To Date (Oct 11): 425

LOWLIGHTS

The decision whether to extend the round or not is taking a lot of effort and is also making any potential new investor anxious. We want to get it done as soon as possible.


UPCOMING 

  • We have created a survey to understand why did you invest or why did you consider to invest => would be great to get some additional feedback from you here.

  • We are creating a lot of content and taking everyone's voice when it comes to the decision if we extend or not.


    Again, we are beyond grateful for the impact we have created together this week. If you want to talk more, we are always there on our Discord channel.


    Best,


    The Hercules Mulligan Team


Funding completed, the waitlist is now open!

17 days ago

Dear investors, followers, fans, and friends,

Team Hercules Mulligan is happy to report that the initial funding is now completed! We cannot explain how happy we are to welcome new members to our company and how excited we are to change the way how people drink cocktails at home.

At this moment, the waitlist for any additional investors is open. We will decide as a team if we want to extend this financing round to make some room for new investors that missed this first round. In case if you are interested, please add yourself to the waitlist.

As always, we have great conversations about the future of HM on our Discord channel, and you are all very welcome to join us there.

https://discord.gg/fu8eW7g3wU

Thank you again!

Hercules Mulligan Team

Less than $75k to reach the funding goal!

19 days ago

Dear investors, followers, fans, and friends,

As we are approaching mid-week, we are producing another weekly report of the activities that have happened in the last week. There are less than $75k available until our funding goal, and we are so excited to welcome the last portion of Hercules Mulligan supporters that want to change the way how people drink cocktails at home into our story.

HIGHLIGHTS

  • We managed to raise over $600k in less than 2 weeks. We are so grateful for the amount of support we have received.

  • New pieces of PR are coming in, some of them even organic. We got featured by a prominent investors publication InvestorPlace as well as a great mention in the Pursuitist

  • The recent sales report for the whole of September is below and we are also off to a great start in October.

    • July Bottle Sales: 610

    • August Bottle Sales: 1,344

    • September Bottle Sales : 863

    • October To Date (Oct 5): 195


LOWLIGHTS

  • We were planning to have more articles out before we finalize the campaign. It seems nobody was expecting such great traction in such a short period of time.


UPCOMING 

  • The last $75k is on the table, we are looking forward to all the new supporters.

  • We are starting to scale our accounts in NYC and therefore we are hiring for a first role - brand ambassador.

  • We are off to a great start of the month with bottle sales. October is expected to be another great month for us!


    Again, we are beyond grateful for the impact we have created together this week. If you want to talk more, we are always there on our Discord channel.


    Best,


    The Hercules Mulligan Team

Last few minutes to receive Bonus Shares.

21 days ago

Dear investors, followers, fans, and friends,

Another great week behind us, we were again blown away by the amount of support we have received and amount of new investors that have joined us to support Hercules Mulligan.

There are last few minutes of 10% Bonus Shares and we are less than $100k away to complete our funding goal.

If when now is the time to join us in changing the way how people consume cocktails at home.

Have a great Monday!

Hercules Mulligan Team



Last few days to receive 10% bonus shares!

25 days ago

Dear investors, followers, fans, and friends,

As we are approaching the end of the week, we were again blown away by the amount of support we have received from you in this early stages of our equity crowdfunding campaign!

We have already raised over 60% of our goal, and we are so excited to have you all on board.

We just wanted to notify everyone that these are the last few days of 10% bonus shares => this option is due on Monday.


Have a great weekend!

Hercules Mulligan Team

Hercules Mulligan Week 1 Update - Over $300k commited

27 days ago

Dear investors, followers, fans, and friends,


What a week! We still cannot believe how much has happened in the last 7 days since the launch, and how grateful and humbled we are by the huge amount of support - both from inside and outside the Flaviar community.


As of today, we are going to publish weekly investor updates every week, so without further ado -

HIGHLIGHTS

  • We managed to raise over $300k within the first week, which is almost half of our target goal.

  • Our Discord community has almost 200 members and is very much alive. From sharing investor tips and info, to comparing Hercules Mulligan cocktail recipes, there is a lot to talk about! Maybe the next hit Hercules Mulligan cocktail will be invented there? Join the group here.

  • Our first piece of press was just published by ForceBrands, a leading beverage recruitment company that also covers beverage industry news. You can read more about it here.

  • As many of you know, we were out of stock for a few months and came back into stock towards the end of July. We wanted to share a recent sales update with you: 

    • July Bottle Sales: 610

    • August Bottle Sales: 1,344

    • September Bottle Sales (through September 26): 702

    • Total Bottles Sold To Date: 13,512



LOWLIGHTS

  • Our general PR campaign is still in progress. Besides our in-person dinner attended by some prominent outlets (Rolling Stone, Bon Appetit, Esquire etc…) we also hosted a virtual one with another 6 outlets. We are still waiting for the confirmation on the articles. We are a bit behind schedule when it comes to seeing more articles in the press.


UPCOMING 

  • We are running 10% bonus shares this week, if you are still thinking of becoming part of the Hercules Mulligan investors, this 10% can be claimed only this week.

  • We are putting our wider marketing plan in action, starting with targeted outreach, performance marketing campaigns, and implementation into wider Flaviar audiences. We are also issuing a press release over the wire for maximum distribution. 

  • Given the huge amount of cocktail recipes we have received this week, we’re planning to host a virtual cocktail party. More info coming soon, we hope you’ll be able to join! 


Again, we are beyond grateful for the impact we have created together this week. If you want to talk more, we are always there on our Discord channel.


Best,


The Hercules Mulligan Team

Notice of Material Change in Offering

about 1 month ago

[The following is an automated notice from the StartEngine team].

Hello! Recently, a change was made to the Hercules Mulligan offering. Here's an excerpt describing the specifics of the change:


Issuer is updating perks


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.

Show More Updates End of Updates

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