SPIRITS INVESTMENT PARTNERS

Spirits Investment Partners (“SIP”) was founded in 2015 by Marc Bushala (Co-founder and CEO of Angel’s Envy) and Ryan Perry (Diageo) with the goal of breaking from industry norms to provide an entrepreneurial ecosystem for the creation, incubation and acceleration of growth of early-stage brands in the alcohol beverage sector.

SIP brings best-in-class capabilities in product innovation, branding, package design, procurement, marketing, sales, distribution, compliance, finance and accounting to provide a comprehensive suite of resources for brands in its portfolio.

With core expertise in branding and developing world class spirits, SIP has earned a reputation for creating and commercializing products that stand out in an increasingly crowded marketplace. But success in the alcohol beverage space requires more than great liquid in a pretty package. Authenticity, a distinctive brand identity, impactful marketing and promotion, effective routes to market, and proper capitalization of the business are all key to the long-term success of a brand.

SIP’s model of shared resources across its portfolio provides broad and deep industry expertise to its portfolio brands at significantly lower costs than on a stand-alone basis, allowing more capital to be deployed in marketing, promotion and brand support to help grow the business.

On the heels of the highly successful launch, growth and sale of celebrated Angel’s Envy brand, SIP partnered with legendary musician and cultural icon, Bob Dylan, to create Heaven’s Door Spirits. Heaven’s Door has won an embarrassment of awards for its portfolio of American Whiskeys and last year was the #1 selling American whiskey on ReserveBar (a leading on-line spirits retailer). In its third year in market, Heaven’s Door is available in 38 U.S. markets, 7 European markets and will debut in select markets in Asia this year.

CORE VALUES

We love what we do and we believe our work speaks to this passion for excellence, creativity and “success” in all its measures.

We approach each opportunity and every relationship with integrity, commitment and mutual respect. We believe in “paying it forward” by providing strategic advice and guidance to the entrepreneurs who approach us. If we don’t believe we are the best partner for their specific business needs, we often make introductions with other potential partners better suited to help them realize their goals.

“A man is a success if he gets up in the morning and goes to bed at night and in between, does what he wants to do.”

SIP FUNCTIONS & CAPABILITIES

AWARD-WINNING

PACKAGING

VALUE-ADDED

INVESTMENT CAPITAL

UNIQUE & AUTHENTIC

BRAND DEVELOPMENT

IN-HOUSE

NATIONAL SALES TEAM

TOP-TIER MANAGEMENT

OPERATIONS & SUPPLY CHAIN

EXPERIENCED

CONSUMER & RETAIL MARKETING

BEST-IN-CLASS

PRODUCT INNOVATION

GLOBAL

DISTRIBUTION NETWORK

PROCUREMENT & SUPPLY CHAIN MANAGEMENT

Through decades of experience in the alcohol beverage space, SIP has developed strategic relationships across the entire supply chain from grain to glass, giving us access to the most appropriate and reliable producers, helping to reduce COGS and enhance margins.

We work closely with many of the best distillers in the country, big and small, purchasing aged whiskey and new fill distillate. With a whiskey inventory portfolio in excess of $70 million, we can leverage our production volumes for the most competitive pricing as well as continuity of supply that allows for scalability in a constrained market.

Our global relationships with the leading flavor houses allow us to be at the forefront of new flavor trends and product development.

SIP works with both domestic and international package producers, allowing us to better manage quality, consistency, pricing, scheduling and coordination of each component of finished goods, including glass, label screening, corks (bottle tops) and outer packaging.

In Q4 of 2021 we began operations at our new 30,000 square foot bottling facility in Memphis, TN, to manage all of our blending and bottling needs and give our portfolio brands greater control over of production of finished goods, as well as a reduction in COGS. This facility includes a high speed bottling line, a custom bottling line, blending capabilities and consolidated barrel storage.

FINANCE & ACCOUNTING

  • M&A Due Diligence Review

  • Financial modeling (pro-forma inputs)

  • Management of monthly financial statements

  • Annual financial statement audits, tax return preparation

  • Lender compliance reporting

  • Development and management of internal control structure

  • HR, payroll, and employee expense reporting compliance

  • Insurance portfolio management

COMPLIANCE

  • Rigid documentation processes for quick TTB approvals

  • New product state filings and price postings

  • Federal importer and wholesaler permits

  • Patent and Trademark searches and filings

  • Flavor Ingredient Data Sheets (FIDS)

  • BOM – Detailed Bill of Materials

  • Food and Drug Administration filings and inspections

  • Kosher & OU certifications

NEW PRODUCT DEVELOPMENT

SIP provides insights and expertise across all phases of product development — from concept to COGS analysis, product positioning to packaging design, and through route to market and getting liquid to lips. While our brands may embody distinct personalities, taste profiles and positioning, our focus is singular: to create and commercialize superior alcohol beverage brands that achieve long-term customer loyalty and success.

 

SIP’s new product development projects currently under development include:

  • Ready-to-drink cocktails (high ABV)

  • Ready-to-drink seltzers (low ABV)

  • Flavored-whiskey extensions and custom-blending programs

  • Limited time offerings

  • Region-specific flavor formulations