Signature Brew

Idea

Introduction

Signature Brew was founded by a brewer and a musician with one simple philosophy - brew beer that makes music better.

Since 2011 we’ve been on a mission to brew more collaboration beers with bands and musicians than any other drinks brand in the world. Now via the national and international growth of our flagship beers Studio Lager and Roadie All-Night IPA we’re looking to bring our vision of uniting people through the power of incredible beer, great music and unforgettable experiences to the masses.

Our original goal of making beer better at the venues and festivals we loved to go to still drives us today and through our community of partner artists and venues our D2C customer base is growing across the UK.

From our state-of-the-art brewery in East London - complete with iconic live music venue - we’re brewing fresh award-winning beer week in week out and passionately supporting grassroots music at the same time.

Monetisation strategy

At Signature Brew we have four routes to market.

• On-Trade: We sell kegs and cans direct to pubs, bars and festivals and via wholesalers. We have over 400 permanent stockists in the on-trade and target 25% of these being music centric venues. The on-trade is our biggest source of revenue and where we forecast the majority of our growth will come from.

• Off-Trade: Central to our 2024 sales strategy is growing our off-trade sales in supermarkets via carefully selected listings that demonstrate our brands working in the space whilst building brand awareness. In addition our beers are available in convenience stores off-licenses and bottle shops.

• D2C: Our online shop is a regular source of income via purchases of our award-winning beer plus sees spikes in revenue when we launch artist collaboration beers.

• Our Venues: Beer sales from our own venues equate to ~15% of total revenue although we expect this will reduce proportionally in the coming years.