Victoria Caledonian Distillery

Victoria Caledonian
Distillery
Share our passion for
distilling craftsmanship
&
great whiskies
MAKE A DIFFERENCE…
Picture courtesy, Shelter Point Distillery
FOUND A GLOBAL TOURIST DESTINATION
&
CANADA’S LARGEST SINGLE MALT WHISKY DISTILLERY
INCLUDING BREWERY & BREWPUB.
BY HELPING
Note: This brochure is for informational purposes only and does not constitute an offer to sell or a solicitation to buy any securities in MBD. This document is not an Offering Memorandum and should not be construed as such. Anyone who wishes to invest in MBD should refer to MBD’s Offering Memorandum and should carefully consider the risk warnings and disclosures contained therein before making an investment decision. You may request a copy of the Offering Memorandum by contacting MBD at Graeme@MacaloneyDistillers.com or phone: 250 634 2276
. About Our Business
MacMhaol-onfhaidh or ‘Macaloney’ Brewers & Distillers (MBD) is set to become an international
whisky business, encompassing a distillery and brewpub - the Victoria Caledonian Distillery located in beautiful Victoria, British Columbia. Our products will include premium branded single
malt, Irish-style pot still, and pure rye whiskies for international sale and distribution, and real ales
and lagers for local consumption.
Our business plan incorporates:
1.
Proven innovative processing to accelerate
maturation of award-winning whiskies - reducing
working capital, accelerating speed to market, and
improved market adaptability;
2.
Finishing guest whiskies for rapid market entry and
brand development;
3.
Innovative cask sales to provide a large base of
brand ambassadors and early cash flow;
4.
Distillery tours of a full-scale commercial single malt
whisky distillery and brewery, including on-site
liquor, real ale and lager sales which build brandloyalty through large numbers of brand
ambassadors;
5.
A brewpub providing our patrons with high quality,
affordable bistro cuisine and a full range of our own
real ales and lagers, together with a variety of cultural
entertainment and events.
6.
Scalability via future ‘high tourism’ destinations
including a Banff-Canmore distillery, benefitting
from high margin sales, the creation of brand
ambassadors, and leveraging MBD’s brand,
marketing-distribution networks and corporate
overheads.
Note: This brochure is for informational purposes only and does not constitute an offer to sell or a solicitation to buy any securities in MBD. This document is not an Offering Memorandum and should not be construed as such. Anyone who wishes to invest in MBD should refer to MBD’s Offering Memorandum and should carefully consider the risk warnings and disclosures contained therein before making an investment decision. You may request a copy of the Offering Memorandum by contacting MBD at Graeme@MacaloneyDistillers.com . MAKE A DIFFERENCE…
BY HELPING RE-INVIGORATE
CANADA’S WHISKY EXPORTS
&
REPUTATION FOR WORLD AWARD-WINNING WHISKIES
Note: This brochure is for informational purposes only and does not constitute an offer to sell or a solicitation to buy any securities in MBD. This document is not an Offering Memorandum and should not be construed as such. Anyone who wishes to invest in MBD should refer to MBD’s Offering Memorandum and should carefully consider the risk warnings and disclosures contained therein before making an investment decision. You may request a copy of the Offering Memorandum by contacting MBD at Graeme@MacaloneyDistillers.com or phone: 250 634 2276
. Market Opportunity
Malt whisky has long been the most valuable premium spirit in Western countries. Now the
BRIC countries are pushing demand to the point where stocks are running out and prices are
escalating (to as much as $200-300 for a 3-5 year old whisky). Sales are rapidly growing: Scotch
whisky exports increased from $3 billion in 1999 to $7 billion p.a. by 2012. Irish liquors (mostly
Irish whisky) command a value of over $1.6 billion p.a. (2010) - up 60% over 3 years. Canadian
rye whisky exports, in the meantime, have plummeted from $625k to $250k p.a., under foreign
multi-national stewardship.
In addition to the important US and local Canadian markets, major
markets for single malt whiskies (France #2, the UK #3, Taiwan #4
and Germany #5) will be developed followed by the BRIC countries.
The aim will be to distribute to 30+ countries within a few years and
sell direct to 120,000+ tourists per annum.
A key to building demand, where demographics of drinkers
encompass a loyal consumer base, well heeled and diversified in age,
and who often base their purchases on recommendations from
retailers or through their own discovery and research, will be to
influence them directly via prominent whisky writers, as well as via
their retailers with attractive, informative packaging. That will stand
out on global retail shelves.
Marketing of MBD premium whiskies will also involve direct to
customer sales via our on-site liquor store. Our sales ambassadors
will conduct international tastings at festivals and liquor stores, and
ensure good product placement in stores. We will also benefit from
many unofficial brand ambassadors in the form of distillery tourists,
cask owners, & founder-owners.
Geographic motif for bottle
branding reinforces
distillery tourism, which in
turn promotes brand loyalty
Note: This brochure is for informational purposes only and does not constitute an offer to sell or a solicitation to buy any securities in MBD. This document is not an Offering Memorandum and should not be construed as such. Anyone who wishes to invest in MBD should refer to MBD’s Offering Memorandum and should carefully consider the risk warnings and disclosures contained therein before making an investment decision. You may request a copy of the Offering Memorandum by contacting MBD at Graeme@MacaloneyDistillers.com . Environmental Stewardship
Macaloney Brewers & Distillers (MBD) aspires to the principals of sustainability using
renewable, sustainable resources and also the responsible recycling of its waste products.
MBD’s whisky will be made from four natural, renewable ingredients only: water, yeast, grains
(typically barley, rye or wheat), and oak.
There are no solvents used, nor toxic chemicals, other than small
volumes of food-grade cleaning chemicals (citric acid, mild
bleach). Yeast is self-propagating and therefore a renewable
resource.
Water usage takes two forms: in-process water and cooling water.
The former requires modest volumes most of which ends up in
our ‘new make’ spirit and is casked as 62.5% abv spirit. The
remainder of the process water exits the plant either as part of
the spent grains (called draff) which were mashed using the
water. This draff will be collected by local cattle farmers for use
as high nitrogen cattle feed. The residual liquor left in the pot
stills after the alcohol, water and flavour congeners have been
distilled is called pot ale. This pot ale is a natural, high protein
and carbohydrate product created from the fermentation of the
barley by the yeast, and the subsequent boiling. Its alcohol
content is less than 0.5%. As such it has value as either a cattle
feed supplement to the draff, or as a fertilizer to be spread on
farmers fields.
Both the draff and pot ale recycling methods will engage local farmers - likely the same farmers
from whom our chefs will purchase fresh meat and garden-farm produce for our bistro brewpub restaurant thereby, effectively implementing recycling and supporting local farmers.
Note: This brochure is for informational purposes only and does not constitute an offer to sell or a solicitation to buy any securities in MBD. This document is not an Offering Memorandum and should not be construed as such. Anyone who wishes to invest in MBD should refer to MBD’s Offering Memorandum and should carefully consider the risk warnings and disclosures contained therein before making an investment decision. You may request a copy of the Offering Memorandum by contacting MBD at Graeme@MacaloneyDistillers.com or phone: 250 634 2276
. Management
- been there and done it MBD considers world-class ‘been there and done it’ management and advisors are essential to
effective planning and successful implementation. Our founder, Dr. Graeme Macaloney PEng.,
FIChemE is an ex-pat Scot and fermentation engineer, with three degrees in fermentation /
bioprocess engineering from the top Scottish & UK universities, is Fortune 100 corporate trained
in fermentation management, and is a repeat entrepreneur having co-founded an angel investor
network (Deal Generator), a fermentation contract manufacturing business (QSV Biologics), and
MBD. A seasoned executive, he has assembled a blue ribbon board and advisors:
President & CEO - Graeme Macaloney: Per biography above.
Whisky Expert – Dr. James Swan: Foremost whisky maturation expert
having designed top 20 ranked world award winning whiskies which
are just 3 years old. Dr. Swan is our Canadian-exclusive consultant.
Master Distiller – Mike Nicolson: ex-Diageo Master Distiller, worked
in 18 single malt Scotch whisky distilleries, including as Distillery
Manager.
Dr. Swan
Master Brewer – Dave Woodward: UK trained, 10 yrs brewing award
winning ales in 3 B.C. brewery-brewpubs including plant design-start up.
Business advisor – Anthony Wills: Founder-owner of the successful,
award winning Kilchoman Distillery, Islay, Scotland.
Mr. Nicolson
Business advisor – Paul Hadfield: Founder-owner of Spinnakers
Brewpub, Victoria, Canada’s oldest legal brewpub.
Business advisor – Malcolm Simpson: Founder-owner of SimpsInns
series of five pubs and restaurants, Scotland.
Business advisor – John Macaloney: Founder-owner of Glenskirlie
House and Castle – haute cuisine restaurant and two wedding /
banqueting facilities including the first castle built in Scotland in the 21st
Century.
Director – Art Froehlich: Partner in Ad Farm marketing, pastPresident Western Canadian Maltings, seasoned in corporate
governance.
Director – Patrick Michaud: Seasoned CFO and in corporate
governance, with $multi-million initial public offerings, mergers &
acquisitions and re-engineering accomplishments.
Spinnakers
Director – Allan Scott: Past Pres. TELUS Communications and
Economic Development Edmonton. Chair of the $90 million Alberta
Art Gallery. Co-founded Deal Generator angel network.
Note: This brochure is for informational purposes only and does not constitute an offer to sell or a solicitation to buy any securities in MBD. This document is not an Offering Memorandum and should not be construed as such. Anyone who wishes to invest in MBD should refer to MBD’s Offering Memorandum and should carefully consider the risk warnings and disclosures contained therein before making an investment decision. You may request a copy of the Offering Memorandum by contacting MBD at Graeme@MacaloneyDistillers.com or phone: 250 634 2276
. VICTORIA: PLAY ALL YEAR ROUND…
(1 BILLION FLOWER COUNT IN VICTORIA BY MARCH!)
Photographs courtesy of Tourism Victoria
Note: This brochure is for informational purposes only and does not constitute an offer to sell or a solicitation to buy any securities in MBD. This document is not an Offering Memorandum and should not be construed as such. Anyone who wishes to invest in MBD should refer to MBD’s Offering Memorandum and should carefully consider the risk warnings and disclosures contained therein before making an investment decision. You may request a copy of the Offering Memorandum by contacting MBD at Graeme@MacaloneyDistillers.com or phone: 250 634 2276
. Competitive Advantage
Macaloney Brewers & Distillers (MBD) has identified a number of integrated, converging factors,
taken from a 3 year study of global best practices which it sees as providing it with a competitive
advantage over its competitors. These include:
Accelerated maturation technologies: A key process innovation is the
rapid maturation of MBD’s whisky. Dr. Jim Swan, a Scottish cask maturation
expert, who previously was with the industry sponsored secretive Scottish
Whisky Research Institute, has consulted on wood selection and maturation
with several award-winning distilleries including Kavalan and Amrut (both
top 20, global award winning 3-5 year old matured whiskies). He is assisting
MBD on a Canadian-exclusive basis.
Premium award-wining branded guest whisky: While our distillery is
under construction and whisky stock maturing, MBD will develop
international sales of finished, blended and MBD-branded guest whiskies to
establish international branding, a quality reputation, and distribution
networks.
Cask sales for brand development and customer retention: MBD will
sell innovative, affordable casks of whisky (cask futures), which represent an
early working capital source and also build customer loyalty.
Distillery & brewery tourism: In Scotland, distillery tours generate 1.3
million visitors p.a., to often inaccessible whisky distilleries, spending an
estimated $42 million. The great Islay distilleries might only see 6,000 tourists
whereas in more accessible Edinburgh, 250,000 tourists visit the Scotch
Whisky Experience annually, which does not even have a distillery on its
premises. In Taiwan there are over 1 million visitors each year to Kavalan
whisky distillery. Locally, Craigdarroch Castle stately home and the Butterfly
Centre both receive 120,000-150,000 visitors annually, and the Butchart
Gardens achieves approx. 1 million tourists.
Experienced management, strategic advisors and consultants: The
founder of the US Venture Capital industry concluded after years of
investing that he would always invest in an ‘A-class’ management team even
with a ‘B-class plan’, before he would ever invest in an ‘A-class’ plan with ‘Bclass’ team. MBD has integrated global best practices with a blue-ribbon,
management team as discussed on the Management page.
Tourists want new Victoria
destinations – especially
cultural, informative,
interactive
Note: This brochure is for informational purposes only and does not constitute an offer to sell or a solicitation to buy any securities in MBD. This document is not an Offering Memorandum and should not be construed as such. Anyone who wishes to invest in MBD should refer to MBD’s Offering Memorandum and should carefully consider the risk warnings and disclosures contained therein before making an investment decision. You may request a copy of the Offering Memorandum by contacting MBD at Graeme@MacaloneyDistillers.com or phone: 250 634 2276
. FOUNDER-OWNERS CLUB
- GIVING BACK Founder-owners benefit from being part of the MBD Founders club with exclusive ‘hands-on’ 5-day
whisky academy, annual maturation parties, and personal guided tours for friend, family and colleagues.
However, if you are a member of a whisky club and want to give back to your club, please contact us to
discuss how we can contribute to your club and its whisky budget.
Recent Founder-Owners are also members of the following whisky clubs and societies:
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Alberta Scotch Society ‐ Edmonton
Calgary Companions of the Quaich; Calgary’s The Dram Initiative
Hamilton Companions of the Quaich
Halifax ‘s Scotia Whisky Society ‐
Kelowna’s West Bank Whisky Club
Kingston Single Malt Society
Kincardine Companions of the Quaich
Kitchenor, Waterloo, Cambridge Companions of the Quaich
Nanaimo Scotch Tasting Society
Newmarket Companions of the Quaich
Oakville Companions of the Quaich
Ottawa Single Malt Fellowship
Penticton’s South Okanagan Whiskey Tasting Society
Peterborough Companions of the Quaich
Scotch Malt Whisky Society
Sidney Companions of the Quaich
Toronto Companions of the Quaich
University of Victoria Whisky Club
Vancouver Companions of the Quaich; Vancouver‘s West Coast Whisky Society
Victoria Companions of the Quaich; Victoria Single Malt Club; Victoria’s Westshore Companions of the Quaich
White Rock Whisky Club
Below are organizations who have contributed letters of support or otherwise are assisting MBD:
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Greater Victoria Chamber of Commerce
Tourism Victoria
Greater Victoria Development Agency
Greater Victoria Harbour Authority
Greater Victoria Hotel Association
B.C. Ministry of Agriculture
B.C. Ministry of Small Business
Olds College, Alberta
South Peace Grain Cleaning Cooperative
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Compass Box Whiskies, Scotland
Fountana Canada
Gambrinus Malting Corporation
Glenfarclas Distillery, Scotland
Glenskirlie House & Castle, Scotland
Kilchoman Distillery, Scotland
Liquor Plus liquor stores
Shelter Point Distillery
SimpsInns, Scotland
Spinnakers Brewpub
Note: This brochure is for informational purposes only and does not constitute an offer to sell or a solicitation to buy any securities in MBD. This document is not an Offering Memorandum and should not be construed as such. Anyone who wishes to invest in MBD should refer to MBD’s Offering Memorandum and should carefully consider the risk warnings and disclosures contained therein before making an investment decision. You may request a copy of the Offering Memorandum by contacting MBD at Graeme@MacaloneyDistillers.com or phone: 250 634 2276
. Become a Founder-Owner
Macaloney Brewers & Distillers (MBD) offers interested individuals, or whisky and real ale
connoisseurs alike, the opportunity to take a founders ownership share in our company, and
participation in our distillery, brewery and Founders club.
Founder-owner benefits include:
• For a minimum $10k investment, a potential return on investment (ROI) of up to 10-fold or
40-50% compounded annual growth. Due to whisky being a known, established premium
product in a rapidly growing, established global market-place, MBD considers this a lower risk
investment relative to other start-ups;
• BC residents benefit from 30% off their personal income tax;
• Canadian residents can benefit from 30-40% off their personal income tax via RRSP;
• Once established, with significant cash flow, MBD will consider regular dividends for investors;
• Exclusive five day ‘hands-on’ brewing & distilling
academy in the Victoria Caledonian Brewpub &
Distillery, not available to the public;
• Exclusive ‘Founder-Owner’ branded jacket;
• Collectable ‘Founders Reserve whisky’ or equivalent in real
ale kegs;
• Annual maturation party in the brew-pub where we
celebrate another year with a complimentary meal and
real ales, and sample our full range of whiskies after a
further year of maturation;
• Private guided tours with unlimited family & friends & colleagues;
Image courtesy of Shelter Point Distillery
• Access to the distillery Grand Tasting Lounge for private parties;
• Opportunity to found an internationally recognized distillery and brewpub.
For more information including our confidential Offering Memorandum please contact our founderCEO, Graeme Macaloney ,by e-mail at Graeme@MacaloneyDistillers.com or phone: 250 634 2276
Note: This brochure is for informational purposes only and does not constitute an offer to sell or a solicitation to buy any securities in MBD. This document is not an Offering Memorandum and should not be construed as such. Anyone who wishes to invest in MBD should refer to MBD’s Offering Memorandum and should carefully consider the risk warnings and disclosures contained therein before making an investment decision. You may request a copy of the Offering Memorandum by contacting MBD at Graeme@MacaloneyDistillers.com or phone: 250 634 2276
. VICTORIA CALEDONIAN DISTILLERY & BREWPUB
VICTORIA, CANADA
MACALONEYDISTILLERS.COM