Spinifex - The Taste of Australia
Award Winning Veteran-Owned Craft Brewery
- Type: Retail
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Spinifex Brewing Pty Ltd (“Spinifex”) is a veteran-owned craft beer brand headquartered in Broome, Western Australia.
Incorporated in 2019 following two years of research and development, Spinifex dared to be different by creating a range of beers infused with native Australian Botanicals. The reception and customer feedback has been incredible. The Spinifex Taste of Australia range has won Silver and Bronze medals in one of the world's most prestigious competitions, the 2020 and 2021 London Beer Competition, and has solidified our plans to achieve our goal to bring the Taste of Australia to the world.
Spinifex has seen a rapid trajectory to date, in spite of COVID, and is averaging monthly growth of 30% with revenues of $530K for FY21 (annualised $1.1m, based on Q4 revenue of $277K). In July alone, Spinifex had $87K in revenue. Spinifex Taste of Australia has a rapidly expanding off-premise and on-premise presence and is ranged in over 460 distribution outlets across Australia, including Vintage Cellars, BWS, and Dan Murphy’s stores. Spinifex also has a strong distribution network across pubs, RSLs, and restaurants. The forecast domestic revenue for FY2022 is $3.2m, growing to $6.7m in FY2023.
Spinifex is a certified Veteran Owned Business (AVOB) and as such has developed the Spinifex Veteran Brand which facilitates the F88 Campaign, directing 50% of profits from the sale of F88 Lager to support programs for veteran mental health, wellbeing, and suicide prevention. Spinifex is rapidly expanding its footprint within RSL Clubs, The Australian Defence Force, Licensed bars, Restaurants, and the Australian veteran community as mental health awareness in the veteran space following the conflicts in East Timor, Afghanistan and Iraq become mainstream news.
F88 Lager and the F88 Campaign have also been recognised internationally and the company is in discussions to supply the 2023 Invictus Games in Dusseldorf.
The future outlook for Spinifex is highly promising due to our strikingly unique story around our inclusion of Aboriginal producers within our supply chain, our support of Australian Veterans and our ability to produce award winning beers.
- Beer of Choice for Australia’s Veteran Community
Spinifex’s leadership and commitment to veteran wellbeing by establishing the F88 Campaign has established the Spinifex brand as the prime choice for serving ADF members and veterans across Australia. Whilst COVID has slowed the rollout to tap venues, the continued demand for packaged in the off-premise has skyrocketed and the brand is building an exceptionally strong following in Australia’s veteran community.
- Championing Australian Ingredients and Indigenous Supply Chains
Spinifex is built around its usage of a range of native Australian ingredients and botanicals in the unique flavours of our beers. It’s our goal to take these ingredients to the world stage and give them the international recognition they deserve, all through key Indigenous supply chains. Spinifex has also launched the first of its non-alcoholic range.
- Wide Distribution Presence
Spinifex has established a broad distribution presence across WA and nationwide. For packaged sales, Spinifex is ranged in over 290 off-premise stores nationally, including BWS, Dan Murphy's Vintage Cellars, Liquor Barons, Cellarbrations, and many independent Liquor stores. In total, we distribute to over 460 outlets across Australia including RSLs, pubs, and restaurants. To date, the company has been primarily limited by supply constraints.
- Major Partnerships Established
Spinifex has built key network partnerships nationally to underpin a rapid on-premise growth strategy, and create further brand awareness for off-premise sales. These include relationships with the ADF at unit and Brigade level, The Returned and Services League, Veterans Motorcycle Club, The ALH Group, Prendiville Group, and hospitality groups. Internationally, the brand has entered negotiations to supply beer to the 2023 Invictus games.
- Pivotal Moment in Strategy
We have a range of growth opportunities on the horizon, both domestically and further abroad. Using the funds from this campaign, we will fit out our 24HL world class brewery and our soon to be announced flagship Spinifex Ale House to expand our on-premise activity. We will also be able to grow our national distribution presence, and formally enter our key initial export markets.
- Strong Export Market Opportunity
To date, Australian craft beers have had a limited presence on the broader export market. We aim to utilise our unique native botanical ingredients to champion Indigenous flavours on the world stage. Spinifex aims to replicate the extraordinary success of Fosters and truly create a globally recognised Australian brand by taking the "Taste of Australia” to the world. We are currently establishing exports to markets in Northern Europe and South America, with discussions to increase distribution globally.
- Experienced Management Team
Spinifex is led by a talented team, with both Indigenous and veteran co-founders across management. With brewing, leadership, and business experience, alongside a strong social impact focus, we are well positioned for rapid growth.
This light-coloured summer ale has been infused with lemon myrtle leaf from regional Australia, making for a unique and aromatic flavoured beer with a light yet enthralling flavours of citrus and nectar. The beer is very refreshing and easy to drink on warm sunny days with friends and on your next fishing trip, BBQ or picnic.
This rich, well-crafted mid strength amber ale has been infused with roasted Australian wattle seed from the Roelands region of Southwest Western Australia. This beer has a flavour that is rich and dark, with a hint of smoky caramel. This is a beer for savouring with friends.
A light style pale ale, this beer is a full-bodied ale with the flavours of wildflowers and rich hops and a hint of nectar in the finish. A nice easy drinking ale.
This fruity hand-crafted ale has been infused with honey myrtle sourced from regional Western Australia. This beer imparts a rich nectar and fruity flavour, creating an ale with great character and charm. Perfect for informal weekend afternoons with family and friends, the Honey Myrtle gives the depth and flavour of a nice full strength pale ale.
This is a fruity hand-crafted ginger beer that has been infused with Geraldton wax flowers sourced from regional Western Australia, and is fully flavoured with subtle citrus and nectar flavours from the wax flowers, adding a light sweetness. This is a beer for warm days with friends, and it has the depth and flavour of a traditional ginger beer.
A traditional American style pale ale infused with Geraldton wax plant needles sourced from regional Western Australia. This beer is a full flavoured ale with flavours of citrus, pine needles, bubblegum and a hint of Marmalade. This is a full-strength beer with a tonne of personality, perfect for informal afternoons with family and friends.
A smooth thirst crushing easy drinking lager. 50% of profits raised from the sale of F88 Lager is donated to Veterans Mental Health Charities. F88 Lager is dedicated to the memory of 8246320 Signaller Geffrey Phillip Gregg (Afghanistan) who sadly took his life on 23rd September 2006 as a result of his struggle with PTSD.
At Spinifex, we have developed a robust, near-term growth plan to develop our own brewery, expand into retail sales channels with new venues, and drive wider wholesale sales. This will occur both in Australia and internationally. This funding round is a pivotal moment for us as the new brewery will both increase output and allow for greater control over our production process.
The next phase of the Spinifex growth plan, over FY22 and FY23, is focused around the following key pillars:
- New Production Capacity. The establishment of the Spinifex 24HL brewery within the WA State Government Food Innovation Precinct will enable the in-house production of up to 2.4 million litres of beer per annum. It will be a milestone shift from our current contract brewing model and will achieve a 30%-40% increase in our profit margin, with the additional benefits of greater control and reliability over our production process. The Precinct will provide exposure to innovation that enables further expansion and new product development of the Spinifex range.
- Permanent Tap Fixtures & Venues. The construction of the proposed Spinifex Ale House at North Beach WA will serve as the flagship venue, and spiritual home of Spinifex. This would be joined by additional tap venues at Wildflower, Broome (opened Aug 2021); Exchange Hotel, Pinjarra (opening Oct 2022); Indigo Blues, Denham (opening Oct 2021) and at the Urban House of Brews, Sydney (opening Q3 2022). These retail channels provide an experience-driven, nation-wide platform to showcase the beer, foster stronger brand loyalty and appreciation. Most importantly, it would serve as a “try before you buy” contact point, educating new customers about the Spinifex story and building our brand awareness.
- New Wholesale Channels. We will continue to expand our domestic footprint across key channels such as hotels, restaurants and bars. We will endeavour to increase demand from existing off-premise and on-premise distribution channels, whilst onboarding new distributors. We will also build our online presence through third party retailers, such as Beer Cartel. This will increase access to the Spinifex brand nationally.
- Export. We are looking for opportunities to build out an initial export presence, starting with Peru and Sweden (Q2 FY22). Upon increasing our production capabilities and developing strong brand recognition internationally (Q1 FY22 onwards), we will expand into bigger markets such as Japan, Germany, and Singapore.
The Spinifex Difference
The craft beer market has responded positively to the Spinifex brand because we have crafted a premium beer that supports Aboriginal producers within our supply chain. The Spinifex Taste of Australia story has inspired all who have witnessed the emergence of the brand across WA from the state's premier luxury hotel chains, retail chains, small bars, clubs and liquor outlets.
In addition, the Spinifex F88 Lager and F88 Campaign is being embraced widely within the Veteran community across Australia, RSLs and the ADF. Spinifex will achieve an enormous milestone for the F88 brand and the campaign if it becomes the beer supplier for the Invictus Games (to be hosted in Dusseldorf Germany in 2023).
The craft beer, veteran community and export markets all respond to and are inspired by the Spinifex Story of innovation through botanical fusion, our Indigenous and veteran ownership and our commitment to Aboriginal economic advancement and support to veteran wellbeing. To prove this point, the extraordinary story of Spinifex is captured for generations to come in the Innovations Gallery of the Western Australian museum, showcasing our ingenuity amongst the adversity of the COVID-19 pandemic.
The craft beer market in Australia is booming, achieving annual growth plus of 10% and is showing no signs of slowing down. It is characterised by passionate craft beer makers and home brewers, together with more discerning beer drinkers and consumers who are demanding a more distinct, flavourful and higher quality product. This has increased focus on drinking for flavour and authenticity as well as drinking local and building personal relationships with preferred brands.
While there are over 1,000 craft breweries in Australia, Spinifex sets itself apart by focusing on a distinguished segment of beer drinkers, Australia’s veteran community, with the high product quality also attracting a broader fan base domestically and, in time, internationally.
At Spinifex, the focus on infusing beer with native Australian Botanicals provides a distinct taste and unique opportunity in the craft beer industry. The trend is evident of a long term shift in consumer tastes, which is driving an expected increase in the craft beer market at a CAGR of 7% over the next five years to $1.2bn by 2025.
Why Equity Crowdfunding?
For us at Spinifex, the business has always been about our community and customers and that's why we have chosen to partner with Equitise. Spinifex maintains continuous communication with our founding shareholders. In fact, many of them have a Spinifex business card even as a small investor. The power of people is well recognised as our greatest strength.
Our original investors are made up of family and personal connections, and we know that word of mouth has contributed to our rapid success as a brand. Spinifex has chosen crowdfunding as a way of leveraging as many people as possible to support the brand and ethos of what we are trying to achieve from right across the country.
Spinifex has actively turned away institutional investors in favour of much smaller value investors at much greater numbers to maximise the future growth potential of the brand. We want to give our early supporters the chance to get it on the ground floor and share in any future success. These are the people that have helped us get to where we are today, and will help us continue our growth journey.