become a co-owner of empress
become a co-owner of empress
Join in the non-alcoholic Evolution. Become a co-owner of Empress!
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Folkeinvest
Empress is a Norwegian non-alcoholic botanical brewery specializing in crafting fermented beverages with functional, nourishing ingredients. Our signature Kombucha and Winealts are known for their unique and vibrant flavors.
Grounded in tradition and innovation, our botanical elixirs offer an uplifting, non-alcoholic experience without compromise.
Since we started Empress in 2019, our passion has been to develop and produce beverages that taste exceptional and promote fermented and functional ingredients with health benefits.
We have managed to create a unique position in the beverage industry. Our products reflect dedicated product development focusing on flavor experience, and organic ingredients and combining traditional craftsmanship, innovative technology and modern alchemy.
Non-alcoholic beverages have gone from a trend to a fast-growing global market. We have positioned ourselves in the market with a strong acceptance and reputation in recent years. We have a solid customer base in Horeca and good sales with our product Moonbrew in Vinmonopolet. NorgesGruppen will start selling our products soon, and the export market is waiting.
Seize the opportunity to invest with Empress at Folkeinvest.
Empress is opening its doors to investors through our campaign at Folkeinvest. We are on a mission to innovate in the non-alcoholic beverage industry and seek investors excited about leading a change in the global drinking culture. We aim to raise NOK 7 million to increase production volume, build a stronger team, innovate new products, and start exporting. As an investor, you can be a pivotal part of this journey.
Investing in Empress makes you an integral part of a worldwide movement reimagining the non-alcoholic landscape. Together, we will craft beverages and sculpt a culture centered around wellness, delight, and mindful drinking, rooting back to nature.
Be part of a vision that extends beyond the glass.
Register here to receive exclusive information on investing with Empress.
Read our investment offer in Norwegian.
For information in English, contact us.
Why Invest?
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Why Invest? ❋
CHALLENGE
There are challenges in the non-alcoholic landscape. Increased awareness of health has led to a decrease in alcohol consumption, especially among younger generations, such as Millennials and Gen Z, who have a more significant proportion of people who don't drink alcohol. Nevertheless, consumers experience a limited selection of high-quality products at most outlets.
SOLUTION
We develop and produce exceptional beverages that reinforce the non-alcoholic landscape. Our product is a high-quality beverage and a fusion of nature's abundance and modern innovation. Combined with a deep understanding of fermentation, we use potent botanical ingredients to create nutritious products that provide an excellent taste experience.
MISSION
We differentiate ourselves in the non-alcoholic beverage landscape with a clear mission: to ensure that health-conscious individuals don't have to compromise on taste, well-being or social experiences. Through Empress, we empower personal choice by increasing the availability of outstanding products and ensure that the future of non-alcoholic beverages is exciting, health-promoting, tasty, inclusive and sophisticated.
The Founders
The visionary duo and strategic force behind Empress combine their unique skills to elevate the non-alcoholic experience.
Anna Karenina and Christer are the visionary, dynamic and strategic force behind Empress. They both have a vast repertoire of different skills and expertise that they bring to the company and together, they have pushed Empress into uncharted territory. At the same time, they focus on brand-building, production, sales, and the art of running a successful start-up company within today's framework.
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Co-Founder | Head Of Creative Development & SalesBorn and raised in Mexico, Anna Karenina has a lengthy background in graphic design, photography and marketing, the cornerstone of Empress's identity. She has designed all visual material in the company. The years in some of the best advertising agencies in Mexico responsible for giant brands have honed her ability to conduct thorough research and distinguish the essential strands of market trends, making her central to developing Empress's brand and products. Combined with a deep passion for botanical studies, well-being and flavor combinations, Empress has inspired, pushed boundaries and set the standard for what non-alcoholic beverages can be in terms of taste and mixology. Anna Karenina is also responsible for sales and communication in the company, contributing significantly to today's market presence.
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Co-Founder | Ceo & Head Of ProductionChrister's leadership and experience in business and production management are central to the company's operational success. He's the person who makes things happen - if he doesn't know how, he'll figure it out. Christer has a broad background with experience in management, business development, accounting and marketing. He has also worked in start-up companies, giving him good insight into running one himself. He has built today's brewery with his hands, giving him valuable experience in what goes well and not so well in a brewery. As general manager, he has overall responsibility for the company's administration. He also controls production, ensuring consistency, quality and further innovation for each product. He also has a central role in product development with Anna Karenina. His balanced approach to business strategy and practical production knowledge have strengthened the company's reputation and position in the market.
The Board
A dynamic team of influential people combining years of industry expertise from the food and beverage industry collectively drives Empress's strategic direction, ensuring growth, innovation, and long-term value.
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Chairman
Martin Kjekshus has extensive experience in the supplier industry in FMCG. Martin is the Managing Director of Diplom-Is. He has previously worked in Ringnes, where he has had several roles and was in group management for eight years with responsibility for production. Martin has a Civil Engineering in Food Technology degree from NMBU in Ås. In addition, he has a master's degree in brewing from the Scandinavian School of Brewing in Copenhagen.
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Board MemberFor the past five years, Ole Petter was CEO of Solera Beverage Group, which imported, marketed and sold a large selection of beverages in Norway, Sweden and Finland. In Orkla ASA, he was Executive Director and responsible for strategy, M&A and all restructuring projects when the group transformed from a conglomerate to a pure consumer goods company. Ole Petter has also been CEO of Ringnes and is globally responsible for defining and implementing how the Nestlé group works with marketing, sales and innovation. During nine years at the Coca-Cola Company, he drove value creation in Asia and the Corporate Marketing function, developed commercial strategies for 17 European countries, and had several leading sales and marketing roles in Norway, the Nordic countries and the former Soviet Union.
Ole Petter has also been McKinsey's project manager and sales marketing expert. In addition, he has successfully managed several "scale-up" operations and was responsible for sales and marketing when Coca-Cola established "greenfield" bottling operations in Norway and Sweden. Ole Petter has built up a digital marketing company in Northern Europe and has found an innovative grocery concept online in Norway. He has helped grassroots sports teams considerably increase their income in the last six months.
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Board Member
Christian has over 20 years of experience in the supplier industry in FMCG. He is the Executive Director for operational unit logistics and production in TINE. In previous roles, Christian has been VP of Integrated Supply Chain in Carlsberg Bryggerier's Danish operations, in addition to 10 years in Ringnes in various sales and supply chain management roles. He has also been the managing director of Vectura AS. Christian is a Civil Economist from BI Business School and has an Executive MBA from Copenhagen Business School.
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Board memberAleksander's professional career is defined by his ability to solve complex challenges and find innovative solutions. Most recently, as Director of Business Development and responsible for significant customers in Selecta Norway, he has demonstrated the ability to build strong relationships with existing and new business partners in the last ten years. With management responsibility for 21 people, the company experienced remarkable growth. He was nominated for the Young Management Talent Award in Norway. With a broad sales background, including international work in Southeast Asia, Aleksander is crucial for sales, strategic business development, negotiations, and sales. His goal is to strengthen Empress' position to become the leading player in the market.
Market Opportunity
By 2022, the non-alcoholic market had grown to an impressive USD 11 billion, which is much more than just a passing trend – a seismic shift in consumer preferences.
There is a significant decrease in global alcohol consumption: 22% of consumers drink less, while 55% often buy "No-and-Low" beverages. Future forecasts reinforce this trend: by 2025 non-alcoholic sales will increase by 8%, a stark contrast to the 0.7% growth expected by its alcoholic counterpart.
NOLO Trend Defined: The “NOLO" trend represents a growing preference for beverages with little to no alcohol. Specifically, "low-alcohol" drinks have 0.05% to 1.2% ABV, while "no-alcohol" options contain less than 0.05% ABV. This highlights a shift towards more mindful drinking choices.
The rising tide of non-alcoholic wine
According to a recent report, the global NA wine market is currently at USD 2 billion, but the expectation is that this will grow at a CAGR of 10% to USD 5.2 billion in 2033. Sales in Europe accounted for 40% of demand in 2020, while North America is the most critical market in this category, with a CAGR of 8% (2022-2027).
The surge in global demand for non-alcoholic beverages is undeniable.
In Norway, Vinmonopolet reported they have never sold as many non-alcoholic products as in 2022, with an increase of 12% compared to the previous year. This growth is further amplified by the NOLO trend and the rising popularity of sparkling wines and tonics, highlighting a growing appetite for varied non-alcoholic flavors that are also in demand in both the HoReCa and retail sectors.
Strong growth for Kombucha in emerging markets
The global Kombucha market is estimated to grow at a CAGR of 17.4%, from USD 3.4 billion in 2023 to USD 17.1 billion in 2033. The European Kombucha market rose from USD 244 million in 2021 and is estimated to grow at a CAGR of 24.6% to USD 730 million in 2026. The most emerging markets are the US, the UK, Germany and France.
At the center of this exciting market development is Empress.
Our Products
We don't develop beverages just to quench the thirst. The products should be a taste experience culminating in purposeful and well-balanced craftmanship. It may seem grandiose, but we’ve put much work into developing our products. We have a fantastic product portfolio that stands out in the market. It’s not just the taste but also a finely honed balance between ingredients, mouthfeel, complexity and the intention of being a healthy alternative that goes well with a meal or just by itself.
Kombucha
A blend of tradition and modernity, our kombucha promises health and well-being with a distinctive flavor profile that expertly balances tartness and sweetness with purposely selected botanicals. Catering to the demand for healthier non-alcoholic choices.
Winealts
Wine alternatives, reshaping the non-alcoholic wine landscape, offering the experience of wine without the alcohol. Crafted by Kombucha, fermented ingredients, and a fusion of herbs, spices and botanicals. An empowering choice for consumers seeking sophisticated, non-alcoholic alternatives.
Our products hit the right spot across all industries.
Empress is reshaping the non-alcoholic beverage scene with engaging brand activations and unique non-alcoholic mixology.
At our Elixir Bar pop-ups, we showcase our kombucha and winealts, blending them with diverse botanicals for each event. More than just tastings, these experiences educate and shift perceptions, highlighting our commitment to sustainable, high-quality alternatives in the market.
Brand Activations
What people are saying:
In the Media
LOCAL & INTERNATIONAL BUZZ
Finansavisen
Afterposten, Smak
NRK - TV2
Costume Magazine
ELLE Magazine, NO
Aperitif
Scan Magazine
Lokal Folk Book
The Wall Street
Journal, US
The Kitchn, US
Food 52, US
Food Network Mag, US
Good Drinks - Julia Bainbrige, US
NewslettersPodcast interviews
Blogposts
Other: Newsletters, Podcast interviews, Blogposts
Business Model
Our business model is developing and selling self-produced beverages in multiple sales channels. We have a +55-70% margin depending on the specific product. The brand has become synonymous with trust and quality, backed by proprietary intellectual property rights to our products, a dedicated brewery and a highly skilled R&D team. All product development and production take place in-house.
We use a multi-channel distribution network, establish B2C relationships through digital platforms, build B2B partnerships in the Horeca segment, use retail trade such as Vinmonopolet and NorgesGruppen, and export. Strategic investments in production, product development, marketing, sales and distribution drive our business model.
Financials
Empress can show steady growth and economic development. The Board set the target of moderate growth in the first years to build up knowledge and experience. The products, brand, production, and concept have been refined and improved.
The company has experienced steady growth in revenue from 2020 to 2022 with a solid CAGR of 81.51%, and further growth with a CAGR of 63.34% from 2022 to 2023 is estimated.
We can see the contours of a solid increase in revenue, especially from 2024, with increased production volume, launch on more extensive sales and distribution channels in Norway, upstart of export sales and contract brewing. The budgeted CAGR in the period from 2024 to 2027 is 29.36%
STRATEGY AND GOALS
Increase production volume: We will ensure a more suitable venue and carry out the necessary renovations, setting the framework for expansive growth in the company. We will invest in a bottle filler line, pasteurizer, fermentation, and other equipment to increase production volume per hour and thus reduce costs. The volume will increase from 12,000 units to over 150,000 per month.
Build a team: We will build a well-functional team of knowledgeable, experienced, and dedicated people who drive the business forward. We will first recruit a person to the sales team in Q4 2023 to utilize the sales potential. The priority for additional employment is sales, marketing, production, and administration, culminating in 9 employees in 2025.
Sales growth: Increased production volume enables us to launch in the most significant sales and distribution channels in Norway and abroad. We will invest in marketing campaigns, product presentations, engagement, and other activities to ensure strong sales growth.
Digital platforms: Investments will be spent on our digital platforms, making them more user-centered. We will improve the website and use data-driven SEO, CRO and growth marketing to ensure visibility and engagement. We will also strengthen our presence through collaboration with influencers and content creators.
Marketing: Brand activation is an essential strategy for market penetration, branding and segmentation of the relationship with existing and new customers. There will be an increased focus on marketing, more engaging content on social media and paid advertising campaigns. We will strengthen the brand through press coverage and ambassadors in Norway and abroad. We will also continue with marketing activities with the presentation and sale of our products at festivals, fairs and other events in 2024 and beyond.
Summary
Product/Market Fit in a billion-dollar market.
Produced and sold over 300,000 units in Norway, mainly in the Horeca market.
We achieved solid recognition and reputation in the market.
Fantastic product reviews, including 86 points for Moonbrew at Apéritif and mentioned as one of the best on the market in The Wall Street Journal.
Solid business model
We expect NOK 4.5M in revenue in 2023 (63% CAGR).
Considerable revenue growth in 2024 due to general sales growth, starting sales in the most significant sales and distribution channels, export and contract brewing.
Moonbrew was launched in Vinmonopolet in Q1 2023 with great success.
Product launch in NorgesGruppen in Q4 2023.
Start of exports in Q2 2024.
Target of NOK 37M turnover in 2027.
Experienced team with broad expertise
Previous experience in start-ups, business development, finance, design and sales.
Board of Directors with managing directors in management, sales, production, marketing, logistics, and more.
The capital from the issue goes to the following focus areas:
Furnishing and moving the brewery to new and larger premises.
Acquire production equipment such as bottle filler line, pasteurizers, fermentation tanks, and more.
Hire talented people and build a strong team that will ensure expansive growth.
Cover salary expenses until break-even.
Start of exports.
Improvement of marketing, social media and digital platforms.