Investor Information
The Investment Case
A high-quality portfolio of ultra-premium mixers which have grown to become an established brand throughout the world’s leading hotels, restaurants and bars
- Established as a market-leading premium brand in New Zealand and Singapore and rapidly growing brand recognition and loyalty in some of the best hospitality establishments in the US.
- Winner of eight awards at the prestigious Tonic & Mixers Masters Competition, including 2 Masters Medals (best in category) at The Global Spirit Masters – the World’s most highly regarded series of blind-tasting competitions.
- Recognised as the #3 Top Trending Tonic and Top Selling Brand (Drinks International Global Survey 2019).
- A strong commitment to providing a sustainable product, minimising environmental impacts at every stage of the manufacturing process.
Ideally placed to benefit from the increasing consumer demand for ‘premiumisation’
- Commitment to using high-quality ingredients plays into the fast-growing segment of the beverage industry driven by ‘premiumisation’.
- The Directors believe that the premium brand equity of incumbents is being eroded as they target a broader audience, leaving a gap for an authentic, high-quality, and ultra-premium brand.
- Premium-and-above spirits are forecast to increase their global volume market share to 13% by 2024 as consumers continue to favour quality over quantity, including cocktails and high-end sipping spirits – source.
- East Imperial already has an established presence in place across the Asia Pacific, the US, and within areas of Europe and the Middle East.
A clear strategy to capitalise on the growing demand for premiumisation and a notable shift in consumer consumption at home
- Multi-channel drive to include on-premise, off-premise, and direct to consumer.
- Expansion of experienced sales teams and expertise in marketing and operations to drive further growth in the Asia Pacific, the US, and other key markets.
- Further investment to develop new premium products which capitalise on the global trend of premiumisation.
An inflection point in the profitability of East Imperial
- Growth in market share, regional expansion and multi-channel development set to drive step-change in revenues over the coming years.
An experienced and ambitious management team
- Strong leadership under Chief Executive, Anthony Burt, who co-founded East Imperial in 2013 following a career in the advertising industry where he was previously Chief Executive of M&C Saatchi in New Zealand.
- Other key executives include Andrew Robertson – an experienced CFO, Aaron Kendrick – Global Head of Supply Chain, Matthew Ravenhall – Global Head of Digital, Luke McArthur – Global Head of Creative, and Alex Florian – Head of Sales APAC, Mark Zonghetti – Head of Sales North America.
Shareholder Information
Legal and Commercial Name
The Legal and Commercial name of the issuer is East Imperial PLC.
Incorporation
The Company was incorporated with limited liability under the law of England and Wales on 20 September 2017 with registered number 10973102 as a public company limited by shares under the Companies Act 2006. It is domiciled in the United Kingdom and is subject to the City Code.
Securities
Ordinary shares of 1p each with ISIN Number: GB00BMZ1ND56; SEDOL Number: BMZ1ND5 and Ticker: EISB.
Currency
The ordinary shares are denominated in Pounds Sterling (GBP).
Issue share capital
The issued share capital of the Company on Admission consists of 298,990,635 Ordinary shares.
Company Announcements
Company Directors
Anthony Burt
Chief Executive Officer
aged 51
Mr Burt has a strong brand building background. After leaving the University of Auckland, Mr Burt has spent time working in Japan, the US, and over 15 years in the UK, where he worked in two leading London based advertising and branding agencies. He then returned with his young family to New Zealand in 2009 and was appointed chief executive of full-service agency M&C Saatchi. Mr Burt created the East Imperial story and brand in 2011 and co-founded East Imperial in 2013 in New Zealand. He has been chief executive officer of East Imperial since its formation.
Andrew Robertson
Finance Director
aged 51
Mr Robertson joined East Imperial in May 2018. Mr Robertson is a graduate of Waikato University where he studied a Bachelor of Management Studies. He has held a variety of finance roles in a variety of industries including Air New Zealand, Fletcher Paper and Flight Centre. More recently Mr Robertson has specialised in growth companies and before joining East Imperial he was chief financial officer of a New Zealand based technology start-up company.
Alistair Kenneth McGeorge
Non-Executive Chairman
aged 62
Alistair has a breadth of experience in both public and private consumer facing businesses, including New Look Group, Matalan, BIGW Limited and 11 years at Littlewoods/Shop Direct. He has played a leading role in turning around, managing and growing successful businesses, through ongoing change and developing new routes to market.
Toby Hayward
Non-Executive Director
aged 62
Mr Hayward qualified as a Chartered Accountant with Touche Ross & Co in 1984 and subsequently held a number of senior equity capital market positions in London. Mr Hayward was formerly Managing Director and Head of Corporate Broking at Jefferies International Limited, prior to this he was Head of Oil and Gas Equity Capital Markets at Canaccord Adams. He has also previously held the positions of Chairman and Non-Executive Director at Severfield plc and Non-Executive Director and Interim CEO at Afren plc.
DR. OLUFUNKE ABIMBOLA M.B.E. (KNOWN AS FUNKE ABIMBOLA)
NON-EXECUTIVE DIRECTOR
AGED 47
Dr. Abimbola graduated with a law degree from Newcastle University in 1994, qualifying as a solicitor in England and Wales in 2000. She started her career at Wembley PLC, previously a fully-listed company within the entertainment sector, and practised as a corporate/transactional lawyer for 12 years with various law firms before joining the global pharmaceutical industry in 2012. She has since held several senior leadership positions with Roche Pharmaceuticals and Cycle Pharmaceuticals including serving as General Counsel, Compliance Officer, Data Protection Officer and Head of Financial Compliance. The Financial Times has listed her as being one of the top 15 ethnic minority leaders globally and she is also a notable alumna of her alma mater, Newcastle University. In 2017, she was awarded an M.B.E. in the Queen’s birthday honours list for services to diversity and young people. She was subsequently appointed as an honorary Doctor of Laws by the University of Hertfordshire in 2019 for contributions to social and corporate diversity.
Colin Glen Henry
NON-EXECUTIVE DIRECTOR
AGED 56
Colin has over 20 years’ experience in retail companies having previously held senior roles at Marks & Spencer PLC, Polo Ralph Lauren Inc and Nike Inc/Umbro Inc as well as other major brands such as Jaeger Ltd, Matalan Group, New Look Group and BIGW. His experience of driving results is in both luxury and mass markets, across buying, brand development, marketing, digital and supply chain.
Executive Team
Aaron Kendrick
Global Head of Supply Chain
aged 42
Mr Kendrick has over 17 years experience in Supply Chain Management at Nestlé in both Australia and New Zealand. He has had various roles over his tenure with key experience in Logistics & Distribution Management, Procurement, Sustainability, Demand & Supply Planning and Sales. Since moving to New Zealand with Nestlé in January 2019 Mr Kendrick has led the Nestlè New Zealand Supply Chain team as Country Supply Chain Manager. Prior to Nestlè, Aaron also worked with Woolworths Supermarkets. Mr Kendrick has a Bachelor of Business (Management/Human Resource Management) from Queensland University of Technology (QUT) and is a Certified Supply Chain Professional (CSCP).
Matthew Ravenhall
Global Head of Digital
aged 39
Mr Ravenhall joined East Imperial in September 2020 following a successful career in the Netherlands and the UAE delivering award-winning projects for top global design/advertising agencies. Mr Ravenhall has worked and understands a multitude of facets of the digital marketing space and has worked on some of the world’s largest brands and government agencies, including; Google, Heineken, Booking.com, Carrera, Z Energy, UAE Prime Minister’s Office, NZ Ministry of Health and the UK Department of Health and Social Care.
Alex Florian
Head of Sales, Asia Pacific
Aged 39
Mr Florian has over 12 years of experience in the beverage industry, with skills in sales, management, account management, shopper marketing, consumer marketing, and fast-moving consumer goods (FMCG). Mr Florian has had various roles in sales and marketing at Dominion Breweries (Heineken NZ), and Hancocks Wines & Spirits. Mr Florian started at East Imperial in February 2018 as the Head of Sales – Australasia, then transitioned to the Asia Pacific role in August 2019. Mr Florian has Bachelor of Business Studies focused in Marketing from Massey University.
Advisory Board
Stefano Saccardi
Stefano joined Campari Group in 1985, setting up its in-house legal department before expanding his remit to include public affairs, representing the Group in several Italian and European associations and trade bodies. During his tenure at Campari, he was also heavily involved in the Group’s acquisition and integration strategy and held the positions of Managing Director, General Counsel, Business Development Officer until his retirement at the end of 2017. For many years he has been chairman of the Taxation Standing Committee at the European Spirits Producers Association and recently founded Vulcanica Vodka. Stefano also acts as a Board member and advisor to several Italian wines and spirits companies.
Horace Ngai
Horace Ngai began his career at Procter and Gamble in China (1991-2000), during which he was one of the first marketing pioneers for the company, building the success of its haircare & beauty care brands. Between 2000 and 2018 he held various senior management positions at Pernod Ricard across Asia, with a particular focus in China and Taiwan. Horace was also the CEO for Sichuan Shui Jing Fang Co. Ltd, a listed company in the Shanghai Stock Exchange majority-owned by Diageo, between 2019 and 2020.
Shane Richardson
Shane began his career in the beverage industry over 25 years ago and has gained significant experience in the Asia Pacific region. He was most recently a Managing Director at Coca-Cola Amatil where he led the strong growth performance of the Alcohol and Coffee divisions, delivering five years of consecutive double-digit bottom-line growth. Shane also held a number of positions at Campari Australia where, as one of the Group’s original employees, he was instrumental in setting up the business and leading it to a period of strong market and financial performance. He has also held several senior management roles within the Fosters business.
Julious Grant
Julious brings 30 years of experience in the wines and spirits industry both within the US and globally, holding senior leadership roles in international sales and marketing including at US Beam Suntory, where he was the Chief Commercial Officer and Bacardi/Brown-Forman House where he was the President / CEO for the UK & Ireland business. He has also held various senior roles within the US, including at Bacardi, Moet-Hennessy, Schieffelin & Somerset, Seagram and Diageo.
Martin Reimann
Until 2019 Martin Reimann was the Regional Managing Director for Asia Pacific and India at ultra-premium spirits company Edrington, where he spent 17 years growing the business across markets in Asia. A key contributor to The Macallan’s tremendous growth in Asia, Reimann set up the company’s first overseas office in China and oversaw the building of its wholly-owned distribution capabilities with headquarters in Singapore.
Palden Namgyal
Mr. Namgyal is the founder and Senior Managing Director of Atlas Advisors, a New York-based investment bank focused on the consumer products sector. Over his 30+ year career as an investment banker, most recently with J.P. Morgan, Mr. Namgyal has advised on more than 200 transactions, including the sale of Quaker Oats (Gatorade) to PepsiCo, the acquisition of Martini & Rossi by Bacardi Limited, the sale of Miller Brewing to South African Breweries to form SAB Miller and the formation of Coca-Cola Femsa partnership with The Coca-Cola Company to create their first anchor Bottler partnership.
Tanya Clarke
Tanya has over 25 years of international marketing and commercial experience within the beverage sector and has held a number of senior marketing roles in Diageo, both in the Asia Pacific and Europe and with Nestle UK. During her career at Diageo Tanya led the creation of a business unit to scale newly acquired brands to Diageo and was the General Manager of Diageo Reserve, a dedicated luxury selling & activation team for the Reserve spirits portfolio across Europe. Tanya is currently CEO of the award-winning brand, The Lost Explorer Mezcal.
Company Advisors
Broker
Optiva Securities
49 Berkeley Square,
London W1J 5AZ,
United Kingdom
Contact: Robert Emmet: +44 (0) 20 3981 4173
Auditors & Reporting Accountants
Crowe U.K. LLP
St Bride’s House,
10 Salisbury Square,
London,
EC4Y 8EH
Solicitors
Shakespeare Martineau LLP
6th Floor,
60 Gracechurch Street,
London,
EC3V 0HR
Bankers
Metro Bank PLC
One Southampton Row,
London,
WC1B 5HA
Financial PR
Brunswick Group Advisory Ltd
Contact:
Helen Smith +44 (0) 774 398 8983
William Booth +44 (0) 757 080 3442
eastimperial@brunswickgroup.com
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