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.

  • 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.
Shareholder Information
Legal and Commercial Name

The Legal and Commercial name of the issuer is East Imperial PLC.


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.


Ordinary shares of 1p each with ISIN Number: GB00BMZ1ND56; SEDOL Number: BMZ1ND5 and Ticker: EISB.


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.

Major Shareholders

Anthony Burt



Taylor Partners Limited



Life Force Investments Ltd



Company Announcements

13 September 2021

Interim Management Report

13 September 2021

RNS Announcement - New Supply Agreements

27 August 2021

RNS Announcement - New Supply Agreements

6 August 2021

Result of GM RNS

19 July 2021

RNS Announcement - First Day of Dealing

19 July 2021

Proposed Acquisition of East Imperial Pte. Ltd.

30 June 2021

Result of AGM

15 June 2021

Notice of AGM

20 May 2021

Annual Financial Report

13 May 2021

Holding(s) in Company

08 April 2021

Convertible Loan Agreement

08 March 2021

Half-year Report

07 December 2020

Convertible Loan Agreement

12 November 2020

Result of AGM

09 September 2020

Notice of AGM

14 August 2020

Annual Financial Report - Replacement

31 July 2020

Suspension - Bermele plc

20 July 2020

Possible Acquisition & Suspension from Trading

20 July 2020

Notice of GM

13 February 2020

Placing & Notice of GM

29 January 2020

Second Price Monitoring Extension

25 November 2019

Price Monitoring Extension

25 November 2019

Half-Year Report

31 October 2019

Result of AGM

30 September 2019

Notice of AGM and Posting of Annual Report

03 September 2019

Director/PDMR Shareholding

03 September 2019

Corporate Update & Board Appointment

14 August 2019

Admission to Trading and First Day of Dealings

03 May 2019

Company Directors
Anthony Burt
Chief Executive Officer
aged 50

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.

Soni Rabindra Lal (a.k.a. Rob Soni)
Non-Executive Chairman
aged 52

Mr Lal holds an A.B., with honours, in Social Studies from Harvard College and is a Rotary Scholar. He holds directorships of several private and public companies as well as several charities and foundations. He advises several venture funds and served as a director of the National Venture Capital Association. While serving in the position of a Founder, CEO or Investor, Mr Lal has helped launch and build more than 30 successful start-up businesses across a range of technologies. Previously, Mr Lal has served as General Partner, Managing Partner and Special Limited Partner at Matrix Partners, Co-founder & CEO at Intersect Software Corporation, Managing Partner at Bessemer Venture Partners and Associate at the Boston Consulting Group, Inc.

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.

Charles Jerome Caminada
Non-Executive Director
aged 63

Mr Caminada possesses over 30 years’ experience in transforming large, global enterprises through senior leadership positions for listed and private companies in the UK, US, Japan and Australia, including 18 years in PLC Executive and Non-Executive Director roles. Mr Caminada was a founding member and Chief Operating Officer of HIT Entertainment plc, culminating in a £489m sale to Apax in 2005. Subsequently he has been Chief Operating Officer of HIT Entertainment and Ludorum plc; Non-Executive Director of Hornby plc and Shoe Zone plc and was a specialist advisor to UK Trade & Investment (UKTI).


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.

Executive Team
Aaron Kendrick
Global Head of Supply Chain
aged 41

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 37

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,, 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 37

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.

Company Advisors

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,


Shakespeare Martineau LLP

6th Floor,
60 Gracechurch Street,


Metro Bank PLC

One Southampton Row,

Financial PR

MHP Communications

Contact: Peter Hewer +44 (0) 770 932 6261
Rachel Mann +44 (0) 7585 301 464

Document Centre
Change of name RNS

23 July 2021

Financial statements for the eleven-month period ended 31 December 2020

30 June 2021

Financial statements for the year ended 31 January 2020

30 June 2021

Directors’ Report and Financial Statements

30 June 2021

Articles of Association

30 June 2021

Share Purchase Agreement

30 June 2021

Bermele Plc – EISB Prospectus

30 June 2021

Notice of AGM

20 May 2021

Bermele Annual Report and Accounts 31 Dec 2020

13 May 2021

Bermele Interim Accounts 31 July 2020

07 December 2020

Bermele Accounts 2020

31 July 2020

Bermele Interim Accounts 2019

31 October 2019

Bermele Accounts 2019

29 April 2019

Articles of Association

29 April 2019

Bermele Prospectus

29 April 2019