INVEST IN DRINK MONDAY TODAY!
Award Winning Non-Alcoholic Spirits
$249,051.38 Raised
REASONS TO INVEST
The no/low alcohol category just surpassed $11 billion in value (up from $8 billion in 2018) with consumption forecasted to increase by a third by 2026.
We make award-winning products that people love. With over $9 million in lifetime sales, we’re beyond product-market fit and have established Monday as one of the leading brands in an incredibly fast-growing category.
Having served more than 100,000 customers online, it's time for Monday to expand into retail where people eat, drink, and shop. Led by seasoned drinks vet, Ken Young, the brick-and-mortar world is ours for the taking.
the pitch
Consumers are demanding alcohol alternatives and our mission is clear - bring our delicious, non-alcoholic drinks to the World! Join our journey as we build on our direct-to-consumer success and grow into retail. We pride ourselves on making top-shelf products with great liquid and standout packaging. Our new Leadership Team, led by drinks industry veteran, Ken Young, strengthens our team’s proven track record of growing consumer brands. We’ve never been in a better position for growth!
The OPPORTUNITY
Take Part in What We Believe is a Rarely Seen Category Expansion
Today’s modern consumers are searching out better-for-you adult drinks. Many seek to moderate their alcohol intake, while others are removing it altogether, all while demanding sophisticated taste and a comparable experience.
Enter Monday. Our non-alcoholic Spirits provide the look, feel, and unmistakable taste of your favorite cocktails without the consequences of alcohol. We have successfully built an award-winning digital-first brand through direct-to-consumer sales online, and are now partnering with more retailers to expand our brick-and-mortar presence.
Looking beyond these channels, Monday goes where traditional beverage alcohol brands can’t, directly serving the underserved needs of consumers and accounts by participating in events and social functions where alcohol can’t be consumed.
THE MARKET & OUR TRACTION
We’re Riding a Tidal Wave of Growth
There is a drinking culture revolution underway.
The non-alcoholic Spirits market grew 113% year-over-year, outpacing non-alcoholic beer, wine, and malt beverage peers (Jan 2022). While the global market has exceeded $11 billion in value, up from $8 billion in 2018! (source)
We launched as a digital-first brand and found early success
- Named “One of the Fastest Growing DTC Brands” by Business Insider
- Top Rated Non-Alc Spirits on Amazon
- Reached 100,000+ households
We’ve been testing our brand with select retail partners
- 1,000+ brick-and-mortar customers including independent retailers, restaurants, bars, and coffee shops
- 99.8% sell-through rate
Since our launch in March 2020, we have earned $9 million in lifetime sales. We are among the top-rated non-alcoholic beverages on Amazon, and we have won 13 awards from prestigious spirits groups.
There is a social shift underway to offer, and encourage, moderation which is a huge tailwind for our category.
From emerging trend to established better-for-you lifestyle, we’re getting mainstream coverage for our brand and category.
WHY INVEST
Proven Brand & Fast Growing Category
We have a proven track record of delivering award-winning products and millions in revenue all with a digital-first direct-to-consumer approach. As the category gains critical mass, we have an opportunity over the next two years to cement our position as one of the leading Spirits brands in the U.S.
Our Growth Strategy
We take a “Perfect Pour” approach to Monday Markets.
We value quality over quantity in our retail expansion. This enables us to deliver potent brand activations, develop deep (not wide) relationships, and ensure our model works at a key market level before going national.
With your help, this raise will enable us to put boots on the ground and expand our retail presence to seize this moment and lead the non-alcoholic cocktail revolution. Join us as we bring the Monday Lifestyle to thirsty, healthy consumers across the country!
Who We Are
We are a pioneering brand in the emerging non-alcoholic drinks category.
The name "Monday" was chosen to represent the start of a new week, and to encourage people to make a conscious decision to start off in a positive and refreshing way.
Our goal is to bring a touch of luxury and elegance to everyday life through our products and the cocktails you can craft, and to create a glamorous sense of nostalgia for a golden age of design.
We are committed to promoting a healthy, positive, and sustainable lifestyle, and to make it easy for people to make good choices.
Cheers!
ABOUT
HEADQUARTERS
5245 Avenida Encinas Suite A
Carlsbad, CA 92008
WEBSITE
View Site
With over $9 million in lifetime sales, Monday is setting the standard for non-alcoholic Spirits, a category that we feel is set to explode! We plan to advance our growth by expanding beyond our digital channels and into retail, restaurants, and bars across the country.
TEAM
Kenneth Allen Young
Chief Executive Officer
Ken works approximately 3 hours per week as Board Chairman for BASECAMP Consulting Group, and 1 hour per week as Managing Partner for Flywheel Strategic Partners in addition to his 40 hours per week in his role with Drink Monday.
Anthony Domenici
Chief Financial Officer
In addition to Anthony working approximately 35 hours per week in his role with Drink Monday, he also currently spends 5 hours a week serving as co-founder and CFO of BASECAMP Consulting Group.
Christopher L Boyd
Co-Founder & Chairman of the Board
Marcelo Mascarenhas Kertesz
Co-Founder & Board Member
Starting with an award-winning career in advertising back in Brazil — where he worked for clients big and small, global and local —, Marcelo later ventured into the political world as a sharp creative and strategist, amassing an amazing track record in electoral marketing. Altogether, Marcelo has acted decisively in seven presidential elections, in five different countries, six which were victorious.
Now established in Southern California, Marcelo serves as the Chief Marketing Officer (CMO) at MANSCAPED and, as co-founder and previous Chief Creative, has a seat on the Board of Directors of Drink Monday.
Tonya Wearner
Co-Founder & Board Member
Garrett Potter
Investor & Board Member
Garrett works approximately 40 hours per week as CFO/COO for goPure Brands in addition to working 2 hours per week in his roles with Drink Monday.
Michael Francis Marckx
Board Member
Ricardo Camargo
Investor & Board Member
Taylor Hartley Foxman-Weiner
Board Member
TERMS
Drink Monday
Overview
PRICE PER SHARE
$1.66
DEADLINE
Jun 30, 2023
VALUATION
$23.03M
FUNDING GOAL
$15k - $1.5M
Breakdown
MIN INVESTMENT
$250.66
MAX INVESTMENT
$1,499,997.58
MIN NUMBER OF SHARES OFFERED
9,036
MAX NUMBER OF SHARES OFFERED
903,613
OFFERING TYPE
Equity
ASSET TYPE
Preferred Stock
SHARES OFFERED
Series Seed Preferred 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 Perks
Early Bird Bonus
Invest at any level within the first two weeks and receive 5% bonus shares
Avid Investor Perks
These are time-based at a specific level of investment
$5,000+ within first 72 hours and get 15% bonus shares
$5,000+ within the following two weeks get 10% bonus shares
Amount-Based Perks
$250+ | Tier One
Invest $250+ and receive one bottle of your choice, delivered to your door ($45 value)
$500+ | Tier Two
Invest $500+ and in addition to the above, receive one bottle of our exclusive new Spirit before it’s available to the public ($90 value)
$1,000+ | Tier Three
Invest $1,000+ and in addition to the above, you’ll be fully stocked with our Trio Spirit pack including Gin, Whiskey, & Mezcal ($225 value)
$2,000+ | Tier Four
Invest $2,000+ and in addition to the above, you’ll receive an additional $200 of Monday Spirits of your choice
$5,000+ | Tier Five
Invest $5,000+ and in addition to the above, you’ll receive an additional $500 of Monday Spirits of your choice
$10,000+ | Tier Six
Invest $10,000+ and in addition to the above, you’ll receive an additional $1,000 of Monday Spirits of your choice
$25,000+ | Tier Seven
Invest $25,000+ and in addition to the above, you’ll receive an additional $2,500 of Monday Spirits of your choice
$50,000+ | Tier Eight
Invest $50,000+ and in addition the above, you’ll become a coveted Monday Tastemaker Member (you’ll be included in our R&D process, being able to sample new products and provide feedback to our team before they hit market)
Loyalty Bonus
5% Bonus Shares to Loyalty Members.
The 10% StartEngine Owners' Bonus
Drink Monday, 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 Series Seed Preferred Stock at $1.66 / share, you will receive 110 shares of Series Seed Preferred Stock, meaning you'll own 110 shares for $166. 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 receive the highest single bonus they are eligible for among the bonuses based on the amount invested and time of offering elapsed (if any). Eligible investors will also receive the Owner’s Bonus and Loyalty Bonus, in addition to the aforementioned bonus.
NEW UPDATES
06.01.23
🤫We have a secret and you’re the first to know
This new Spirit is going to be the fourth in the Monday NA lineup and we’re out-of-our-minds excited!
What’s the big deal you might ask? Well you probably don’t know that it takes us a year to develop a new product. We go through pain-staking detail in our formulation to reach our top-shelf standards. This new spirit went through over 100 R&D iterations!
Not only will you be the first to know exactly what this new mystery Spirit is, but all investors ($500 tier and up) will get a free bottle to their doorstep before anyone else.
PRESS
ALL UPDATES
05.24.23
Hello to our campaign community, it’s time for some Q&A
This is our third crowdfund and we’ve enjoyed getting to know more than 1,000 investors and many more in the community supporting our mission.
On StartEngine, we now have more than 600 followers and would like to get to know the community better, to understand what questions you might have about investing in Drink Monday.
- Are you interested to know more about our move into retail?
- Would you like to know more about our innovation and product strategy?
- Curious about how we got started or how we’re delivering value to our consumers?
- Maybe you’re a fan of our cocktail kits and want to know more.
Please send through your comments and questions on the campaign page and I’ll be here to answer each one.
Cheers, Ken
05.23.23
Chris Rock served Monday at his Netflix premier
Monday made the news when Chris Rock put together a ‘rocktail’ kit for his guests during the Netflix premier of Outrage. We were delightfully surprised and this moment shows the growth and awareness of the non-alcoholic category. Cheers!
05.19.23
Chapter 2 - DTC goes IRL
As a follow on from an earlier campaign update (Chapter 1 - Origin & DTC), I’m excited to tell you more about our brick-and-mortar strategy.
So why after building a successful DTC (direct-to-consumer) brand, is Monday pivoting to retail, bars, and restaurants?
👉 Profitability
Growing a DTC business isn’t profitable until you reach scale. In fact it’s become increasingly more expensive to acquire and retain customers online in the past two years. We recognize that our digital channels are essential for our brand and loyal consumer base, but in order to be profitable we must open and expand the brick-and-mortar channel where our contribution margin is much higher compared to DTC.
👉 Scale
Building on profitability, we need scale. By expanding into retail, we’re partnering with distributors in various markets. Collectively those distributors have thousands of salespeople and service tens of thousands accounts across the country. The cost of scaling this channel is much less compared to DTC and we’re exponentially growing our brand reach with in-real-life brand champions.
👉 Brand Building
Along the way to profitability and scale, we must keep Brand center to everything we do. Our brand - Drink Monday - is the value we’re building as a business. Our goal is to seek institutional investment and eventually an exit, in order to be attractive we must have a standout brand.
We’re making moves toward building a profitable, outstanding brand, and hope you’ll come along for the ride!
05.17.23
For Monday, Retail Is Powerful
Here’s a crazy thought about our growth story.
Wines & Spirits brands are traditionally built in a regulated three-tier system where brands must use a distributor to reach their retail customers.
100% of a Wine & Spirits brand’s revenue comes from sales to a distributor.
Now, over here at Monday we have been able to build revenue up to $9 million in just three years WITHOUT using any traditional distributors. We’ve reached more than 100,000 households who know our brand, who love our liquid, who are ready to buy Monday where they eat, drink, and shop.
After finding early success online, we’re only now adding the biggest revenue channel to our business. That’s crazy exciting!
Your investment in this fundraise will directly accelerate our move into retail. We’re planning to get on shelves at stores like Beverages & More and Target and on more zero-proof menus with bars & restaurants across the country.
The Monday Moment is now. Cheers!
05.12.23
Mixing with Monday featuring Brooklyn's Ivy Mix
Ivy Mix is a drinks enthusiast and owner at Brooklyn's James Beard nominated Leyenda.
Today we're featuring her With or Against Me cocktail that she crafted in partnership with Monday friends Boisson and Avec. Monday Whiskey is balanced with Avec's Spiced Mango and Passionfruit mixer in this bright, refreshing cocktail
Media credit Boisson | IG post
With or Against Me feat. AVEC Spiced Mango and Passionfruit
1 oz Monday NA Whiskey
.5 oz lemon juice
.5 oz pineapple juice
.5 oz simple syrup
Stack and shake with ice, top with Avec
Cheers!
05.11.23
NYC Chelsea Market Modern Pop-up Live Today
In collaboration with our friends at Consumerhaus and Neighborhood Goods, we’re loading the shelves with our non-alcoholic Spirits! You can find our whole range at this Chelsea Market pop-up through July 11th.
We’re proud to be alongside dozens of the hottest consumer brands — from low-sugar lollipops to low-carb ramen to Gen Z skincare to sustainable haircare.
Read more about Neighborhood Goods and Consumerhaus
05.09.23
Monday Launches National On-premise Account
We’re thrilled to announce our cocktail launch with SPIN, the original ping pong social club. SPIN has eight locations in the US and Canada with its ninth opening in none other than Times Square later this summer.
This is Monday’s first national on-premise account activation, covering cities from Seattle to New York.
Alongside their incredible scratch kitchens and elevated beverage menu, SPIN is featuring a few Monday cocktails –
Spirit Free G&T
Monday Zero Alcohol Gin, Elderflower Tonic, Love Potion Bitters
Bombus Nectar
Monday Zero Alcohol Gin, Rosemary, Lavender, Honey, Lemon
Chilly Pepper
Monday Zero Alcohol Mezcal, Pineapple, Lime, Cosa Nostra Shrub
Cheers!
05.08.23
Monday Makes Dieline’s Coveted 2023 Shortlist
Since 2010, Dieline has recognized the absolute best brands in packaging design. Now in its 13th year, Dieline Awards remains one of the world’s leading packaging design competitions, honoring some of the best creatives and agencies working today.
Check out the full list: https://thedieline.com/blog/2023/5/4/2023-dieline-awards-shortlist?
05.04.23
Cinco de Monday
We’re celebrating Cinco de Mayo here the Monday way - free of alcohol, full of spirit!
Our Mezcal packs a punch, whether you’re making a spicy margarita, paloma, or a bloody maria, you’re in for a good time.
This Cinco we’re excited to highlight our partnership with the iconic mixer brand, Fever Tree. They’re celebrating the launch of new cocktail mixers - Margarita and Bloody Mary - in NYC with their notorious Fever Tree Cocktail Truck.
They will be serving Monday Mezcal in a Bloody Maria (recipe below)
- 2 oz Monday Mezcal
- 4 oz Fever Tree Bloody Mary Mix
- 4 dashes Worcestershire
- 4-5 dashes Tabasco (to taste)
- Pink celery salt
- Black pepper
- 1 tbsp olive juice
- Squeeze of lemon & lime
Combine ingredients and cocktail shaker with ice. Give a gentle shake to combine. Strain over ice into cocktail glass. Add your garnishes.
Check out the NYC Cinco activation on Instagram
Salud!
05.04.23
Our Retail Strategy Starts with On Premise
In the traditional beverage alcohol industry, brands are built in the on-premise (bars, restaurants, and the like). This is where people socially drink and experience new brands. It’s also where a new brand can engage and educate bartenders and mixologists, create champions of the brand behind the bar.
We were recently covered by BevNet, a well known beverage industry trade publication, to discuss our retail strategy.
Read more here: https://www.bevnet.com/spirits/2023/non-alc-spirits/
Stack Owner's Bonus & Rewards!
Members get an extra 10% shares in addition to rewards below!
REWARDS
$250
Earn 10% Bonus Shares
Earn 10% bonus shares in this investment and all eligible investments for an entire year. If you are not already an Owners bonus holder, you can join now, for $275, billed annually.
$250
Tier One
Invest $250+ and receive one bottle of your choice, delivered to your door ($45 value).
$500
Tier Two
Invest $500+ and in addition to the above, receive one bottle of our exclusive new Spirit before it’s available to the public ($90 value).
$1,000
Tier Three
Invest $1,000+ and in addition to the above, you’ll be fully stocked with our Trio Spirit pack including Gin, Whiskey, & Mezcal ($225 value).
$2,000
Tier Four
Invest $2,000+ and in addition to the above, you’ll receive an additional $200 of Monday Spirits of your choice.
$5,000
Tier Five
Invest $5,000+ and in addition to the above, you’ll receive an additional $500 of Monday Spirits of your choice.
$10,000
Tier Six
Invest $10,000+ and in addition to the above, you’ll receive an additional $1,000 of Monday Spirits of your choice.
$25,000
Tier Seven
Invest $25,000+ and in addition to the above, you’ll receive an additional $2,500 of Monday Spirits of your choice.
$50,000
Tier Eight
Invest $50,000+ and in addition the above, you’ll become a coveted Monday Tastemaker Member (you’ll be included in our R&D process, being able to sample new products and provide feedback to our team before they hit market).
JOIN THE DISCUSSION
0/2500
Jessica Truelyt
16 days ago
Excited to support the growth of Drink Monday! I'm in SoCal and would love an opportunity to tour the distillery/tasting room.
1
0
Michelle Duvall
a month ago
I own a bar/restaurant/indoor golf club in Madison, WI. We have one of the largest N/A bar programs in the state. (Having been sober since 2014, developing this arm of the business has been my personal passion since we opened. ) I created a drink on our House N/A Cocktail Menu with the Zero Alcohol Mezcal last year (it's been a top three seller since that menu's inception, there's 13 options) and we sell the Zero Alcohol Mezcal by the bottle in our retail section. The product moves! I was pumped when the SE email arrived. Excited to see this company, and the whole market grow.
1
0
Christopher Zusin
10 INVESTMENTS
a month ago
Can you guys explain the loan at 17% interest that also appears to have a 3.5% revenue share as a return of principal? 17% is mind-boggling and it seems like you could have gotten better interest even from credit cards...
3
0
Taylor Bullock
a month ago
Hello, can you advise how this affect my Crowd SAFE inventment on Republic? This is how the contract reads below, which makes me think my investment should convert to shares at this price.
If an Equity Financing occurs before this instrument terminates in accordance with
Sections 1(b)-(d) (“First Equity Financing”), the Company shall promptly notify the Investor of the
closing of the First Equity Financing and of the Company’s discretionary decision to either (1) continue the
term of this Crowd SAFE without converting the Purchase Amount to Capital Stock; or (2) issue to the
Investor a number of shares of the CF Shadow Series of the Capital Stock (whether Preferred Stock or
another class issued by the Company) sold in the First Equity Financing. The number of shares of the CF
- 2 -
Shadow Series of such Capital Stock shall equal the quotient obtained by dividing (x) the Purchase Amount
by (y) the First Equity Financing Price.
1
0
Christopher Zusin
10 INVESTMENTS
2 months ago
When are your 2022 financials coming out?
2
0
Gordon Meyer
22 INVESTMENTS
2 months ago
Kickstarter backer #259 here. I was hoping you'd give SE a try eventually.
I suspect distribution to retailers has some challenges, being outside the heavily regulated spirits category, but probably perceived by many as some kind of spirit. I'm excited to hear and see where that path will take Monday as it moves forward.
1
0
Jonathan Ralston
2 months ago
I was part of an investment round in June of last year and jumped at the opportunity to be a part of Monday's continued growth. Best zero proof whiskey I've ever had! I'm excited to see how large market share will expand as word spreads.
1
0
Shaun McKinley
2 months ago
Excited for the growth of this company! The leadership team is amazing.
1
0
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Derek Fenwick
7 days ago
1
0