GET A PIECE OF CHELLY
Limoncello Reimagined
$63,110.19 Raised
REASONS TO INVEST
CHELLY is an innovative new entrant with dual-market relevance. By 2023, the global liqueur market is expected to reach $131B, while the global craft vodka market is projected to hit $112B.
Our efficient team has bootstrapped from the very start, managing to get CHELLY’s distillery up and running with just $25K (compared to an average distillery start-up cost of $317K). We are now ready to take the next step and plan to use this round of funding to scale our growth.
CHELLY has already made an impact. We have won multiple awards, including the Double Gold from the 2021 San Francisco World Spirits Competition (SFWSC), a score of 92, a “Top 100 Spirits of 2021” ranking, and “Best Buy” designation from Wine Enthusiast, as well as festival sponsorships with Country Thunder & DUSK Music Festival.
A vibrant update of a classic Italian liqueur
CHELLY is a modern revival of an old Italian classic, and we’re introducing its delicious, versatile flavor to an equally-bold generation. We’ve taken our family’s handcrafted limoncello recipe and updated it with a fresh new taste. The result is a liqueur that’s perfect for shooting, sipping, or mixing into your favorite cocktail.
Our founding team has built every aspect of the brand from scratch, getting our foot in the door of key partners and accounts and making the most with every dollar we have. With this raise on StartEngine, we’re excited to expand CHELLY’s business and bring our new-age infused limoncello to your next picnic, party, or get-together.
The Problem
The alcohol industry needs fresh entrants
We believe the alcohol industry currently lacks meaningful innovation. While we’ve watched plenty of new vodka, tequila, and seltzer brands enter the market, it's become clear there is an opportunity to introduce something genuinely new to consumer palettes and lifestyles.
The Solution
A smooth, flavorful new entrant in the liqueur space
CHELLY is a fresh, forward-thinking newcomer to the liqueur space, presenting a reimagined classic with universal appeal. Our award-winning limoncello recipe merges the flavor and texture of a lemon liqueur and a high-octane grain neutral spirit for a clear, smooth texture and delicious lemon flavor. Our liqueur has an ABV of 40% (10% higher than the average limoncello; source), and can be enjoyed in a multitude of ways—sip to savor, shoot for the sweet heat, or mix to match your mood.
CHELLY is versatile not only in its flavor profile and applications, but also in its access to market share and customers. We’ve built our sales foundation through strong relationships with various distribution channels and accounts, as well as online partnerships with platforms like Drizly and Total Wine.
CHELLY is currently selling for an SRP of $19.99 per bottle with a blended gross margin of ~45%. In our next phase we plan to transfer our manufacturing to a co-packer and expand throughout Arizona, then as we expand regionally into the Southwest within the next few years, we’re aiming to have a big box distributor on board as we look to enter over 17,000 stores, 18,000 bars, and 17,500 restaurants.
The Market
Multiple uses means multiple markets
The COVID-19 pandemic has reminded us that even during challenging economic times, alcohol sales remain consistent. By 2023, the global liqueur market is expected to reach $131B ( source), while the global craft vodka market is projected to hit $112B ( source). The U.S. cordial market alone was valued at $950M in 2020 ( source), and in 2019, liquor caught up to wine as the U.S.'s second favorite adult beverage of choice, thanks to millennial tastes ( source).
CHELLY is classified as a liqueur, but its versatility makes it a viable alternative for cocktails and mixed drinks. This dual-market relevance opens up an even larger market opportunity and places us in a category of our own.
Our Traction
Industry awards and rave customer reviews
Since CHELLY’s initial founding in 2019, we’ve made incredible progress—knocking on doors, raising funds from family and friends, and building strategic relationships across the alcohol industry in our home state of Arizona.
In 2021, we continued making an impact. CHELLY won multiple awards, including the Double Gold from the 2021 San Francisco World Spirits Competition (SFWSC) and a score of 92, a “Top 100 Spirits of 2021” ranking, and “Best Buy” designation from Wine Enthusiast. We also secured our first festival sponsorship with Arizona’s Country Thunder, a music festival with over 100,000 attendees.
On the ground, our team saw an average sales rate of over 45% across the first 40 samplings of 2021 - more than doubling the targeted return per bottle sampled of by one of our retail partners.
*This testimonial may not be representative of the experience of other customers and is not a guarantee of future performance or success.
CHELLY now has a tried-and-true product that has customers raving and we’re ready to scale. In our next phase, we plan to expand our sales in Arizona by increasing our inventory and staffing - laying the foundation to later expand into the greater Southwest region. We will also be investing into further marketing efforts, such as event sponsorships, trade merchandising, and social outreaches.
In addition to our limoncello, we also have plans to expand our catalog to include three new flavor options - Orange, Grapefruit, and Lime.
Why Invest
A homegrown product, ready to expand
We began this venture with our hearts in Italy and our homes in Arizona. It’s been a labor of love, driven forward by one full-time employee and a small, dedicated part-time team. We’re thrilled to see so many people already falling in love with our product, and we’re motivated by how far we’ve come in just a few years.
This round of crowdfunding will enable us to fuel the business forward, giving more fun-seeking and flavor-favoring customers the chance to savor our modern twist on limoncello. We look forward to bringing CHELLY to more people across the region—and we hope you’ll raise a glass and join us.
ABOUT
HEADQUARTERS
9455 E Raintree #2049
Scottsdale, AZ 85260
WEBSITE
View Site
CHELLY is bringing limoncello liqueur to a new generation. Our award winning recipe merges the flavor of a lemon liqueur with the texture and high octane of a grain neutral spirit. Sip it, savor it, shoot it for the sweet heat, or mix it to match your mood - CHELLY’s versatility makes it a must-have for any party or get-together.
TEAM
Nicolas Guerrieri
CEO, CFO, Director (Full-Time)
Nick obtained his Bachelor of Science in Finance at The University of Arizona in 2017. When not working or drinking CHELLY, Nick loves playing basketball, investing, and spending time with his friends and family.
Hunter Goheen
Master Distiller (Part-Time)
Hunter is a world traveler and scuba diver and is always ready for his next adventure, whether it be on land or underwater. When not enjoying the outdoors, you might find Hunter at the nearest local craft brewery or distillery supporting his industry colleagues.
Hunter contributes approxiately 10 hours a week on a part-time basis.
Roberto Guerrieri
Director, Lead Strategic Advisor (Part-Time)
Roberto held several leadership positions in Silicon Valley at both Hewlett-Packard and Apple. In 1998, Roberto co-founded Incentive Logic, a leading enterprise platform for loyalty and incentive management software companies. In 2007 and 2008, the company was named one of the fastest growing companies in America on the Inc. 5000 list.
In 2008, Roberto received The University of Arizona’s Eller School of Management “Shaping the Future” award for his body of work.
Roberto contributes approxiately 5 hours a week on a part-time basis.
Rob Dunaway
Director, Secretary (Corporate Lawyer) (Part-Time)
In addition to his contributions with CHELLY, Robert is also the Co-Founder of Pillsbury Wine Company and maintains his own legal practice. With 15+ years of experience in the alcohol industry. Robert serves as our lead legal advisor.
Robert contributes approximately 5 hours per week with CHELLY.
Giovanni Yakoo
Off-Premise Advisor
Giovanni lead as the operations manager and and generated over $2MM in revenue in each of the last three years of his retail store.
Dave Brennan
Marketing Advisor
A relocation to San Diego in 2001 facilitated a move to a national Direct Marketing agency to work directly with brands to more effectively grow their customer base and revenue.
Erin Fasano
Brand/Merchandising Advisor
After learning the CPG industry from inside a large organization, Erin moved on to smaller CPGs, bringing her experience to high growth brands. She joined Brandable, where she led the food vertical and grew the Veggiecraft Farms business through its retail launch. Then, joined Sagely Naturals where she was responsible for all functions of marketing, including Product Development, Consumer Programming, and Direct to Consumer. Erin launched the subscription program on SagelyNaturals.com, as well as the Target partnership with an exclusive product distribution deal.
Erin also gives back to the CPG community through her role at Startup CPG, where she is the Managing Editor of the Blog & Magazine, tools intended to give Founders access to resources and information to help them grow their business. Erin is currently the Vice President of Strategy & Innovation for CORE Foods.
Keith Turner
Liquor Law Advisor
Keith is a former U.S. Marine and has been married for 27 years. When he’s not working, he spends as much time as possible with his wife, his daughter, and their church. Any time left after that is for hunting, fishing, and chores.
Ed Jordan
Industry Advisor
He has launched a new low calorie, all natural, gluten free flavored vodka brand, Spa Girl Cocktails LLC.
Ed has also served as Ketel One lead manager of the U.S. finance and personnel function in the completion of the distribution joint venture between the Company and Diageo.
TERMS
CHELLY
Overview
PRICE PER SHARE
$1
DEADLINE
Jul 29, 2022
VALUATION
$6M
FUNDING GOAL
$10k - $1.07M
Breakdown
MIN INVESTMENT
$250
MAX INVESTMENT
$100,000
MIN NUMBER OF SHARES OFFERED
10,000
MAX NUMBER OF SHARES OFFERED
1,070,000
OFFERING TYPE
Equity
ASSET TYPE
Common Stock
SHARES OFFERED
Common Stock
Maximum Number of Shares Offered subject to adjustment for bonus shares
*Maximum number of shares offered subject to adjustment for bonus shares. See Bonus info below.
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.
Investment Incentives and Bonuses*
Time-Based:
Friends and Family Early Birds
Invest within the first 48 hours and receive 15% bonus shares.
Super Early Bird Bonus
Invest within the first week and receive 10% bonus shares.
Early Bird Bonus
Invest within the first two weeks and receive 5% bonus shares.
Amount-Based:
$500 | Tier 1
Mention on the Chelly website, and Founders club ownership certificate.
$1,000+ | Tier 2
Mention on the Chelly website, Chelly hat, Chelly t-shirt, Founders club ownership certificate, and 15% off Chelly merch store for a year.
$2,500+ | Tier 3
Mention on the Chelly website, Chelly hat, Chelly t-shirt, Founders club ownership certificate, 20% off Chelly merch store for a year, and 2x Chelly customized shot glasses.
$5,000+ | Tier 4
Mention on the Chelly website, Chelly hat, Chelly t-shirt, Founders club ownership certificate, 25% off Chelly merch store for a year, and 4x Chelly customized shot glasses.
$10,000+ | Tier 5
Mention on the Chelly website, Chelly hat, Chelly t-shirt, Founders Club ownership certificate, 25% off Chelly merch store for a year, 4x Chelly customized shot glasses, and 5% bonus shares.
$25,000+ | Tier 6
Mention on the Chelly website, Chelly hat, Chelly t-shirt, Founders Club ownership certificate, 25% off Chelly merch store for a year, 4x Chelly customized shot glasses, and 7% bonus shares.
$50,000+ | Tier 7
Mention on the Chelly website, 2x Chelly hat, 2x Chelly t-shirt, Founders Club ownership certificate, 30% off Chelly merch store for a year, 4x Chelly customized shot glasses, and 10% bonus shares.
*All perks occur when the offering is completed.
The 10% StartEngine Owners' Bonus
CHELLY INC. 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 $1.00 / share, you will receive 110 Common Stock shares, meaning you'll own 110 shares for $100. 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 investor's 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 canceled or fail.
Investors will only receive a single bonus, which will be the highest bonus rate they are eligible for.
Insider Investment Notice
Officers, directors, executives, and existing owners with a controlling stake in the company (or their immediate family members) may make investments in this offering. Any such investments will be included in the raised amount reflected on the campaign page.
Irregular Use of Proceeds
The Company might incur Irregular Use of Proceeds that may include but are not limited to the following over $10,000: Salary payments made to one’s self, a friend or relative. Inter company debt or back payments.
PRESS
Family Values: Two entrepreneurs look out for their community
Family is a deeply rooted Italian value. That’s especially true with Nick Guerrieri and Stuart Francis who founded Chelly, a Tempe-based Italian distillery that makes lemon liqueur. When they saw their families struggling in Italy with COVID-19, they decided to reboot their company to make hand san
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0/2500
Kyle Dawicki
a year ago
I'm definitely looking forward to seeing Chelly achieve and even excel beyond their planned out roadmap. Not only is Chelly a high quality product, but it's backed by a motivated and highly capable team that can bring Chelly to the top of the industry.
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Davis Millar
a year ago
I can't begin to describe the excitement felt for the growth of this company and the opportunity presented. It has been an honor to watch the executive team pursue their goals, and an even greater point of pride to join them on this journey.
The vision, drive, and purpose embodied by this team is not just a function of extraordinary talent, but reinforced by the quality of their character. It is seen in the focused belief that has brought them to this milestone, underlies the roadmap that has lead them here, and foreshadows the many successes to come.
I look forward to what lies ahead.
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Harolyn Gilles
a year ago
So excited to be part of the team! I see tremendous potential in this product and brand!
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Patrick Hayward
2 years ago
Please provide a full set of 2021 financials.
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HOW INVESTING WORKS
Cancel anytime before 48 hours before a rolling close or the offering end date.
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With Regulation A+, a non-accredited investor can only invest a maximum of 10% of their annual income or 10% of their net worth per year, whichever is greater. There are no restrictions for accredited investors.
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Joey Paz
a year ago
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