Crowdfunding Australia


Expression of Interest

A Drink for Every Occasion

  • Type: Retail and Wholesale

A Drink for Every Occasion


Reshaping Australasia’s drinking culture by making “Better For You” beverage options readily available for all occasions.

    Company Overview

    Finery is a premium low-and-no-alcohol cocktail brand based in Auckland, New Zealand. With a commitment to providing high-quality beverages, Finery’s mission is to reshape Australasia’s drinking culture by making “Better For You” beverage options readily available for all occasions.

    Finery’s Core Range includes a unique selection of exceptionally curated liquid profiles, in both Low 5% ABV and 0% ABV varieties. Finery products are intentionally crafted to taste and look the same whether you choose Low or No alcohol. The quality of the product and design has seen the brand win a number of awards from bodies including the IWSC and the World Brand Design Society.

    Driving the growth of Finery is Jane Allan, a passionate and driven founder who brings her background managing and delivering multi-million dollar projects to the startup world.

    Since getting started in 2019, Finery has seen consistent growth across New Zealand grocery and liquor retail. With a successful trial in the Australian market under its belt, Finery is primed for launch across the ditch in FY24. By designing its products to comply with both New Zealand and Australian legislation, Finery has positioned itself for successful expansion in both countries.

    The company is well positioned for further growth, thanks to a scalable platform built with growth front of mind and a committed executive team. Finery has a clear strategy in place, focused on expanding distribution across multiple channels and increasing unit sales turnover, and revolving around a structured marketing plan and a dedicated new product development (NPD) program.

    Now, they are raising capital to execute on their growth strategy, and to capitalise on the significant tailwinds in the category.

    Investment Highlights

    1. NZ Trailblazer in Growing Category Worldwide

      An early mover in the New Zealand NoLo RTD category, Finery’s brand already has a foothold in the mind of the health conscious Kiwi consumer. As the NoLo category continues to grow, both in ANZ and worldwide, Finery is poised to leverage their early brand awareness to take market share.

    2. Distributing Across Major Grocery Chains

      Finery has achieved distribution across major Kiwi grocery and liquor retail chains, including Liquorland, Dan Murphys, Foodstuffs and Countdown among many others. Supported by a growing online presence, Finery aims to solidify their retail foothold both in NZ and Australia, while growing and diversifying the revenue mix.

    3. Well Positioned for Growth With Platform Designed to Scale

      Finery’s network of contract distillers, manufacturers and canners will allow them to meet increases in production requirements head on without the need to purchase and operate physical production space.

    4. Expansion Into Australia Already Underway

      In FY22, Finery made the first step towards growing the business internationally, undertaking a highly successful market trial in Australia. The encouraging initial testing results, as well as the relationships and partnerships fostered in the Australian market, will be invaluable as Finery looks to move across the ditch full time.

    5. Specifically formulated NZ and AU-compliant products

      Finery’s products have been specifically designed with international expansion in mind, and are compliant with both New Zealand and Australian regulatory requirements. This will allow Finery to more easily push across the ditch into the Australian market.

    6. Internationally Recognised, Award-Winning Brand

      As well as Finery’s Founder, Jane Allan, being a RiseUp Female Founder award Winner, the brand itself has won a number of awards and accolades including 9x National Excellence Medals, an International IWSC Silver award and a World Brand Design Society Silver award amongst many others.

    Why Equity Crowdfunding?

    The Finery mission has always been about empowering their customers to feel comfortable in all social situations, whether drinking or not. This is a community-centric mission at its core - which is why they have opted to bring their community along for the ride as they embark on their next stage of growth.

    By investing in Finery, you are becoming a part owner in a pioneering Kiwi brand at a pivotal point in its growth. Investors will also get access to an exclusive and exciting range of rewards.

    Register your interest to learn more about joining the Finery family!

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