Cocktail innovation company Curatif has secured a $2.5 million investment from a consortium of private investors led by Brodie Arnhold, with the money to support the company’s rapid growth.
Arnhold has significant investments in companies including Shaver Shop, Endota Spa and Industry Beans and Curatif co-founder Matt Sanger said the investment is “a huge step forward for us”.
He added: “This will allow us to continue to deliver drink experiences that Australians previously only found at a bar in their own home, from the comfort of a can. This will see us continue to support the best brands and bars in the world through unique collaborations and, above all, it will see more people drinking better cocktails.
Arnhold said, “Our consortium loves a founder-led company in a new category that has the potential to be the fastest growing beverage category in the world.
“The international accolades already under their belt demonstrate the strong value of the established brand and intellectual property around quality and shelf life, a credit to the founders’ solid experience in the market.
“With growing potential through its omnichannel strategy including national and independent retailers, Curatif’s challenger spirit solves premium on-site cocktails and its ability to influence consumer trends (e.g., their Club model of cocktail subscription that seamlessly integrates the product into people’s weekly routines) piqued our interest and boosted our confidence in the growth of this Australian start-up.”
The investment comes as Curative has secured a national line with Endeavor Group, whose Premix Category Manager Lance Friedman said: “We expect premium canned cocktails to be one of the most major drink trends for this spring and summer.
“Customers have taken to making cocktails and experiencing exciting flavors during lockdown, and canned cocktails are in line with the trend, but make the art of cocktail drinking much more convenient, without compromising on the quality.”
Canned cocktails are a sub-segment of the pre-mixed beverage category, which grew 30.2% in
2019/20 in Australia and is expected to see continued growth in 2021 and beyond.