FAQs
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General
How has DV helped companies in which they have invested? Can you give some examples?
To date, we've invested more than £245m supporting the founder-led drinks brands of the future. This has taken various forms, from helping Stauning build Denmark's first purpose-built distillery to helping Seedlip crystalise their vision, purpose and everything in between. Our support is bespoke to each brand's journey.
What level of ongoing support do you provide once investment ends?
The investments are always structured to leave you in full control of your business. If your funding application is declined, it typically marks the end of your contractual relationship with Diageo and Distill Ventures. This means you'll be free to develop your business as you wish, including the right to raise funds wherever you want to, and to sell your business without constraints.
How many brands does DV work with?
In our 10 years supporting brands, we've partnered with more than 35 brands across various categories, geographies and sizes.
While we showcase some of our current portfolio here, we uphold founder confidentiality and do not list all brands.
Can you help with access to distribution?
We don’t offer access to a sales force and route to market (RTM) as it’s the founder’s job to drive business growth and we believe finding the most suitable RTM is your choice.
However, our team and global network of drinks experts can guide on best market expansion strategies and key contacts in various global markets, including importers, distributors and wholesalers.
What stage of business does DV invest in?
We invest in companies of all shapes and sizes ranging from people who are in the pre-launch phase up to established brands looking to move into new markets, build distilleries or scale quickly. There's no defined minimum or maximum size or case volume for investment, we look for a distinctive brand story and ambitious founding team above all else.
What are the benefits of partnering with DV over other accelerators or investors?
We offer substantial funding, unrivalled drinks and business know-how and a global network, and above all, we're by your side for the journey. We focus on forging real partnerships with founders to shape their vision together, a point of difference that truly sets us apart.
How involved is DV in the day-to-day operations of the brands they invest in?
Once an investment is made, the Distill Ventures acceleration team works closely with the founding team to identify areas of focus and help build a solid growth plan. As all entrepreneurs have different strengths and weaknesses, the support we give is both bespoke and broad ranging.
Our over-arching aim is to help build capabilities within each business, ensuring that the strong foundations we've helped establish propel them toward ongoing success as they grow.
Search
Which categories are you interested in?
We're lucky to work with a group of great entrepreneurs, all of whom have incredibly diverse drinks brands. We invest in companies of all sizes, from pre-launch or early-stage drinks startups to well-established brands looking to tap into new markets, scale rapidly or build distilleries and production facilities.
We have deep experience in No & Low and New World Whiskey, as well as interests in agave spirits and brands with a focus on sustainability, inclusion and diversity. That being said, we try and stay as close to the consumer as possible and are open to emerging trends and innovations.
How long will it take to hear back on my application?
We review applications submitted through our website monthly, ensuring we follow up with every applicant.
Our board convenes quarterly, during which entrepreneurs are invited to pitch, and investment decisions are reached.
How do I know which investment path is right for me and my brand?
We can provide guidance on the most advisable path for your business's stage. However, it's essential to note that our investment agreements come with conditions, such as participation and payment for the relevant program from Distill Ventures and the call option from Diageo. We advise reviewing these terms carefully with your professional advisors.
What should I expect from the first call?
We'll use your application as a jumping off point and talk broadly about your journey as a founder and your ambitions for your brand. We'll be sure to share specific questions ahead of time so you can come fully prepped.
How does DV evaluate potential brands for investment?
The application questions on the website are designed to give us insight into your thinking while sparing you an exhaustive interview process. Once we’ve learned more about you and your brand, we determine if the best fit is to have you participate in our Pre-Accelerator, or if your business is further along and ready to ask for a more substantial equity raise immediately.
Can I apply if my brand is not yet launched or is still in the ideation stage?
Definitely. We’ll probably just ask you to send us some samples of your drink and any brand work you’ve done so far. Any thinking you’ve done about your future consumers and how you’ll connect to them is great to see as well. Of course, all of this will be protected under confidentiality agreements and not shared outside a very small group.
INVESTMENT
What is the deal structure?
Each deal is tailored to a company's requirements but with consistent principles. First, we work closely with founders to develop a business plan and investment requirements. As part of Diageo’s initial investment, they will become a minority shareholder of the business. At that point we will also agree a target scale and date at which Diageo will have the option to buy the company outright. If all goes well, Diageo will then continue to meet future funding requirements up to the target acquisition point with a structure that ensures Diageo remains a minority investor regardless of the funds raised so that founders stay in control as the business scales.
What are the steps to your investment process?
Once we both agree that we want to proceed, we will work together to prepare a business plan and pitch for our Investments Board as well as conduct some basic due diligence. If that goes well and the funding is approved, we will conduct further due diligence while agreeing the investment contracts. While we’re very conscious of how much of your time the process takes up, it’s worth noting that you will need to dedicate material amounts of time and headspace to the process pre-Investment Board to ensure you come along with a clear plan, investment ask and vision for your brand.
Is Diageo the only exit partner?
Yes, Diageo provides all investment and is the sole exit partner. Every equity deal includes an option for Diageo to acquire the business in the future.
Do you only invest in seed stage businesses?
No, we invest in companies of all sizes, from pre-launch startups to established brands looking to expand. We prioritise distinctive brand stories and ambitious founding teams over size or case volume.
What happens if things don’t work out or I don’t get further funding?
If you apply for further funding and are turned down, you’ll be free to develop your business as you wish, including the right to raise money from other investors, and to sell your business to another party.
Do you take board seats?
Yes, Diageo takes a board seat to add strategic value from their expertise, supporting the company's overall growth.
Can I take investment from elsewhere?
Once Diageo starts investing, they intend to be the sole provider of additional funding to streamline the fundraising process.
SAFE v. Equity Deal
In our pre-accelerator, investment is provided using SAFEs (which you can read more about here), without equity or an option for Diageo to purchase the company. Initial investments through equity funding include a minority share for Diageo and an option to acquire the business in the future.
What’s the investment board and what’s decided there?
Our Investment Board, comprising senior leaders within Diageo and DV, approves all investments based on the founders' pitches and performance.
Do all companies get further investment?
No, further funding is not guaranteed. It depends on the company's performance and trajectory towards acquisition.
How can I be sure you won’t share any of my information with Diageo?
We prioritise confidentiality and do not disclose any information to Diageo without the founder's explicit consent, supported by mutual confidentiality agreements.
ACCELERATION
How closely does the team work with founders day to day?
Each brand has a dedicated DV partner who knows your business inside out to ensure you always have what you need. In some cases, they're an entrepreneur themselves and will use their knowledge and expertise to support in the way that works best for the brand.
Across the team we have know-how in areas like brand launches, eCommerce, data & insight, long-term strategic planning, and rapid scaling across multiple markets.
What acceleration services does DV offer?
We pay close attention to the hurdles spirits entrepreneurs face, working together to develop plans that quickly and fundamentally turn the dial. Alongside our network of partners, we leverage our expertise to drive businesses forward, whether it’s establishing an online sales platform, brand building via social media, liquid development for non-alcoholic drinks or developing RTM strategy and supporting founders in the selection of markets, channels and distributor network
How long do you work with brands?
Brands in the Pre-Accelerator are part of a 9-12 month program that provides them with seed investment alongside mentoring. Our intent investing in larger, more established brands entering into an equity deal is to keep supporting that company through to exit – but there are times where things don’t work out and Diageo stops investing in a company. This process can take anything from 5-10 years on average but there are cases where brands have gotten to scale faster.
Can brands participate in the accelerator program remotely, or is it necessary to be physically present?
We currently have portfolio brands in 5 countries so you are able to participate remotely.
TEAM & CULTURe
How is the team set up at DV? What is the culture like?
We're a team of 35 seasoned drinks experts across seven countries with head offices in New York and London. We're diverse in our approach, experience and expertise, we live and breathe drinks and are united in our passion to make your brand the best it can be.
Can I be part of the team if I’m not in one of those cities?
Many of the team are fully remote so geography isn't an issue for us. We make every effort to come together as a team as often as we can and stay connected digitally.
What are your values and mission?
Partners to start-ups and scale-ups since 2013, we work with the world’s most ambitious founders to create the drinks brands of the future. We offer funding, unrivalled know-how, a global network, and above all, we're by your side for the journey.
THE PRE ACCELERATOR
What are the eligibility criteria for brands to participate in the Pre-Accelerator?
You can read about our eligibility criteria here.
How is this different to the current DV process of investment and acceleration?
The Pre-Accelerator is an extension of the DV program. We built it specifically to give smaller and emerging brands a smoother, faster runway into the program – a space where you can test and learn before setting hard commercial goals and ambitious growth plans. It’s also where people who are new to the drinks industry can learn about crucial industry standards and practices, like the 3-tier system, distribution, and liquid R&D, without the pressure of annual sales targets.
What's the difference between incubator and accelerator?
A business incubator caters to startups at the idea stage, offering support during product development. Accelerators, however, target brands with clear products, aiding their growth with expert mentoring and funding.
Distill Ventures' Pre-Accelerator focuses on helping founders from underrepresented communities grow their drinks brands, giving them a boost into the drink's world.
What happens after the first nine to twelve months?
We’ll support you in bringing a plan to life by working towards a mutually agreed series of test-and-learn goals. The results will inform a pitch we'll help you build for our Investment Board. There you'll aim to secure a bigger equity investment and work with DV and Diageo as long-term partners.
Is Diageo involved in the day to day?
Depending on what you want to achieve in the Pre-Accelerator, support or know-how from Diageo might benefit you so we would involve them. It's up to you.
Do I need to sell part of my company to get initial investment?
Initial investment is in exchange for a SAFE (Simple Agreement for Future Equity) which basically means no equity is exchanged at the point of investment. The SAFE note would convert to an equity stake at the next investment round. Regardless of the size of investment, we remain a minority investor, so founders stay fully in control as the business scales.
How do you work day-to-day with early-stage startups? How involved are you?
Each Pre-Accelerator brand is paired with a dedicated DV partner who knows your business inside out. They offer tailored support and access to the wider team's know-how in PR, brand launches, e-commerce and more.
Recognising unique strengths and weaknesses, our support is both bespoke and broad ranging. On top of personal support, you'll gain access to our online resource hub featuring case studies, campaign trackers and interviews with fellow entrepreneurs, made with entrepreneurs in mind and updated regularly.
How can I apply?
You can apply through our web application form here. The questions are designed to give us insight into your thinking while sparing an exhaustive interview process. Don’t worry if you’re only just getting started — we’re most interested in learning about your vision, your ambition and passions. We can’t wait to meet you!
Who we are
We Distill Ventures are a limited liability company registered in England (Company no. 12043104) and are committed to protecting your privacy and complying with applicable data protection and privacy laws. This privacy notice (Notice) is designed to help you to understand what kind of personal data we collect and how we process and use such data. It also sets out your rights in relation to how we look after your personal data.
We act as a data controller for the personal data we hold about you. We are an appointed representative of Resolution Compliance Limited and, in relation to our regulated activities, we and Resolution Compliance Limited will act as joint controllers of your personal data.
Our products or services may contain links to a third party’s website or service. Unless that third party is processing your personal data on our behalf, we are not responsible for the privacy policies or practices of such a third party. We recommend that you carefully read the privacy notice for such third parties.
Personal data we collect
We collect your personal data typically when you register for our services, make a purchase, enter a sales promotion or otherwise interact with us. Below are examples of the categories of the data we collect on you.
Technical Information. For the most part, you may visit our websites without having to identify yourself. However, certain technical information is normally collected by us as a standard part of our services. This information relates to your IP-address, information about your device and other technical information your browser provides us with, and metadata about your use of our websites (such as when you use the website and how you interact with content). If you call us, additional information such as your telephone number may be saved as a standard part of that communication.
Information you provide us. To allow us to provide you with the products and services you have requested, or to communicate with you, we may ask you to provide us with certain information such as your name, date of birth or age, email address, home or postal address, or financial situation. In registering for our services, you create user names, passwords and other credentials that we use to authenticate you and to validate your actions. You may send us copies of your personal identity documents or details about other financial products to which you may be a party.
Occasionally, there may also be instances where we ask you to provide personal data regarded as more sensitive, such as information about your gender, race or ethnicity, for example, in connection with a programme we are running to promote diversity and inclusion amongst the businesses we support.
You may also indirectly provide us with information through your consents, preferences and feedback.
Your transactions with us. We may collect details of the queries or requests you have made, the products and services provided (including delivery details), purchasing details (including payments made, credit card details, billing address, credit checks and other such financial information), details of agreements between us, records of contacts and communications, information and details relating to the content you have provided us with and other such transactional information. We may, in accordance with applicable law, record your communication with our customer care or with other similar contact points.
Personal data obtained from third parties. We may obtain personal data about you from third party sources such as social media analytics, and from the following partners:
Why we need your personal data
We collect and process your data for one or more of the following grounds:
To fulfil our contract with you. We use your personal data as is necessary to provide you with our products and services in line with our overall contract. We process and use your personal data to provide you with a personalised service and the product or service you have requested, to fulfil your other requests, process your order(s), and as otherwise may be necessary to perform or enforce the contract between us.
We are required to do so by law or regulation. We and Resolution Compliance Limited are required by to process and store some of your data in order to fulfil our regulatory obligations. We may capture and share your personal data with organisations who can confirm your identity and provide information necessary to prevent fraud or other financial crimes. We may also be required to share your personal details where requested to by legal authorities or the Financial Ombudsman.
You have provided us with your consent. Where you have given your informed consent, we will process your data in accordance with the permission you have given us and this Notice. You may withdraw your consent at any time. For example, where we collect personal data about your race or ethnicity for diversity and inclusion purposes, we will do so with your explicit consent.
Our other legitimate interests in using your data
Taking into account your interests, we process your personal data for the following purposes:
To verify your identity and administer your account. We process and use your personal data to ensure the functionality and security of our products and services, to identify you and the instructions you give us, and to prevent and detect fraud and other misuses.
Development of products and services. We process and use your personal data to develop our products and/or services. However, for the most part we only use aggregate and statistical information in the development of our products and services, and not data directly identifiable to you. We may also process and use your personal data to personalise our offerings and to provide you with service more relevant to you, for example, to make recommendations and to display customised content and advertising. We may combine personal data collected in connection with your use of a particular product and/or service with other personal data we may hold about you, unless the purpose for which we collected that data is incompatible with amalgamation.
Communicating with you and marketing. We process and use your personal data to communicate with you, for example, to provide information relating to our products and/or services you are using or to contact you for customer satisfaction queries. We may process and use your personal data for marketing. Marketing purposes may include using your personal data for personalised marketing or research purposes in accordance with applicable laws, for example, to conduct market research and to communicate our products, services or promotions to you via our own or third parties’ electronic or other services. When contacting you for the purpose of marketing, we will take into account any preferences you have expressed to us, including any desire not to receive marketing.
Profiling. We may process and use your personal data for profiling for such purposes as targeted direct marketing and improvement of our products or services. We may also create aggregate and statistical information based on your personal data. Profiling includes automated processing of your personal data for evaluating, analysing or predicting your personal preferences or interests in order to, for example, send you marketing messages concerning products or services best suitable for you.
Tracking remuneration due to us or our partners. We use your personal data to ensure that we receive the remuneration or commission due to us from, or payable by us to, any third-party product providers or distributors.
Insurance. We process personal data as required to enable us to periodically obtain insurance cover for our business and to notify and process claims with our insurers.
Business continuity. In the event of an interruption or cessation of our business, we need to ensure that we can implement our business continuity procedures (for example, we may need to rebuild our IT systems) or wind down planning to protect your interests. This may involve a transfer of your personal data to a third party (see below).
Transfers of your personal data
We will transfer your personal data to the third parties noted below, or as obligated by law.
Resolution Compliance Limited is a joint controller of your personal data in relation to our regulated activities.
Material service providers. We will not transfer your personal data to third parties.
Generic service providers. We may transfer your personal data to third parties who control or process personal data on our behalf to enable the efficient technical and logistical provision of our services. These service providers supply us with cloud data storage, data security services, customer relationship management software, and support ticketing services. We may substitute a technical or logistical service provider from time to time. Such parties are generally not permitted to use your personal data for any other purposes than for what your personal data was collected, and we require them to act consistently with applicable laws and this Notice as well as to use appropriate security measures to protect your personal data.
Event driven transfers. We may transfer your personal data to third parties in certain events where is it necessary to protect your, or our, legitimate interests. This includes the cessation, sale or transfer of our business; civil or criminal legal, or regulatory, proceedings; or insurance claims.
How long do we keep personal data?
We will only keep your personal data for so long as it is reasonable for us to do so, depending upon the nature of the data and our processing, and the grounds upon which we collected it. In general, we will delete redundant account information within 14 days of our relationship ending. However, we are obliged to keep certain records of our relationship to comply with the FCA’s rules, in which case we will instead restrict access through our archiving processes. Subject to any actual or potential legal claim, the maximum time that we envisage retaining any of your information is seven years, after which time it will be destroyed.
Information we use for marketing purposes will be kept by us until you notify us that you no longer wish to receive this information. If you do notify us that you no longer wish to receive marketing information we will keep an encrypted version of your contact information to ensure we respect your wishes.
What are your rights?
You have the right to request information and access to the personal data we hold about you.
You also have the right to request that we correct or delete any incomplete, incorrect, unnecessary or outdated personal data we hold on you. However, we cannot delete such personal data that is necessary for compliance, our binding legal obligations or if the personal data must be retained according to applicable laws, or is required for the exercise or defence of a legal claim.
In case you consider your personal data collected by us to be inaccurate but you do not wish your personal data to be deleted; if we have used your personal data unlawfully; or you have objected to the processing and the existence of legitimate grounds for processing is still under consideration, you may request restriction of processing of your personal data.
You may also at any time object to your personal data being processed for direct marketing purposes, sending promotional materials, profiling, or for the performance of market research. Further, where your personal data is processed based on your consent, you have the right to withdraw your consent for such processing at any time.
In case you wish to make use of your rights mentioned above, you may, as appropriate and in accordance with applicable laws, exercise such rights by contacting us through the contact points referred in the marketing materials or below in this Notice. In some cases, especially if you wish us to delete or cease the processing of your personal data, this may also mean that we may not be able to continue to provide the services to you.
Please note that we may need to identify you and to ask for additional information in order to be able to fulfil your above requests. Please also note that applicable law may contain restrictions and other provisions that relate to your above rights.
How to contact us
If you wish to contact us, please send an email to our nominated person at vishal@distillventures.com, write to 22 Newman Street, W1T 1PH.
Use of cookies
A cookie is a small piece of code, sent from a website sends to a user’s internet browser, which allows that website to track the user’s previous activity when they return to that website. This allows us to provide you with the experience that you expect from us and lets us continually improve our service.
You can block cookies by changing the settings on your browser, but if you do you will not be able to access all or parts of our website.
The types of cookies we use are:
Strictly necessary cookies. These are cookies that are required for the operation of our website. They include, for example, cookies that enable you to log into secure areas of our website, use a shopping cart or make use of e-billing services.
Analytical/performance cookies. They allow us to recognise and count the number of visitors and to see how visitors move around our website when they are using it. This helps us to improve the way our website works, for example, by ensuring that users are finding what they are looking for easily.
Functionality cookies. These are used to recognise you when you return to our website. This enables us to personalise our content for you, greet you by name and remember your preferences (for example, your choice of language or region).
Targeting cookies. These cookies record your visit to our website, the pages you have visited and the links you have followed. We will use this information to make our website and the advertising displayed on it more relevant to your interests. We may also share this information with third parties for this purpose.
We do not have any control over the use of cookies by third parties, including our partners and affiliates. To manage cookies from third party websites you will need to visit their site to adjust your settings.
If you want more information about how cookies operate, or how to manage them, please visit About Cookies.
Subscribing to our Mailing List
We offer you the opportunity to join our mailing list so that you can receive quarterly updates from us about our services, our offers and any relevant news. You will be subscribed to our mailing list where you have opted in to do so using the feature on our website, or have purchased or sought information about our products and/or services and have not opted out from joining our mailing list (for which there is more information about our Communication with you and marketing [insert link to relevant section].
To unsubscribe from our mailing list at any time, please click the unsubscribe link at the bottom of any marketing e-mail or you may also contact us if you do not wish to receive any marketing e-mails for us.
Changes to this Notice
We may change this Notice from time to time. You should check this Notice occasionally to ensure you are aware of the most recent version.
This Notice was last updated on 24.06.2021.
