Outline of our business plan to build a distillery in Sweden to produce American-style whiskies.

1. Ängarna Destilleri
American-style whiskey with a Swedish Twist

2. Company Goals
 In the short term we want to establish our cask-
conditioned corn-rich and rye-rich spirits in on- and off-
trade establishments throughout Europe.
 By our third year of distilling we want to release
throughout Europe and other regions award-winning
traditionally matured corn-rich and rye-rich whiskies.
 By our fifth year of distilling we want to release
throughout Europe and other regions our first award-
winning age statement corn-rich and rye-rich whiskies.

3. Market Opportunity
•Consumption of bourbon and rye whisky helped to
increase overall worldwide spirit sales 4.1% in 2016. In fact,
bourbon and rye whisky enjoyed a 7.8% growth.
•We will aim our cask-conditioned spirits towards
Millennials and Generation Z, who enjoy mixed drinks.
•Our traditionally matured whiskies will be aimed towards
more discerning customers, which we hope to gain through
our cask-conditioned spirits

4. The Problem
 Many American distilleries are struggling to meet
demand,
 Most whiskey from American distilleries is already
allocated
 Demand is predicted to increase in the coming years.
Tevsjö Destilleri aims to produce bourbon. Considering
the diversity of spirits they produce, only a small portion of
their total production can be American-style whisky.
Uppsala Destilleri is a small artisan distillery hoping to
produce bourbon and rye whisky, their capacity is 100
times smaller than our planned total capacity.
Current Solutions

5. Product / Service
 Our cask-conditioned spirits will be the foundation of
our product line. These spirits will be aimed at younger
customers with less disposable income.
 We will also work towards creating award-winning
traditionally matured American-style whiskies that will
appeal to our customers as they obtain more
disposable income.
 Cask programs aimed at retailers and distributors
 Much more than just producing quality whiskey, our
customer care is going to be second to none.

6. Revenue Model
 Cost analysis puts our cask-conditioned spirits at an off
trade price of €25 per 700 ml bottle, excluding tax. Cost
analysis puts our traditionally matured whiskey at an off
trade price between €37-41 per 700 ml bottle, excluding
tax
 We came to these price by breaking down production
costs and using the 30-30-30 method

7. Marketing & Growth Strategy
- Our cask-conditioned corn-rich and rye-rich spirits will be the
foundation of our product line. These spirits will be aimed at
customers with less disposable income. Therefore, we have priced
these products at the market median price.
- We will work towards creating award-winning traditionally matured
American-style corn-rich and rye-rich whiskies that will appeal to
Millennials and Generation Z that we have gained as loyal customers
with our cask-conditioned spirits.
- At least of portion of our product line will conform to standard
American practice, meaning we will use mash bills that are at least
51% corn (bourbon-like) or 51% rye (rye whiskey), the distillate will
be below 80% ABV, reduced to at least 62.5% ABV before going into
new American oak casks, which have been charred, to mature our
spirit until it is at least 4 years old.

8. Team
Michael Williams, has a PhD in Molecular Biology from the
University of Notre Dame, Notre Dame, Indiana, USA.
- 15 years of experience setting up and running
internationally respected research labs
- Launched a successful new scientific journal
- Currently enrolled at Hariot-Watt University
postgraduate distance program for Brewing and
Distilling.
Olga Williams is a successful artist and art teacher, who has
teaching and translating degrees (she speaks Russian, Swedish,
English and some German) from Sweden and Belarus
Malin Brogarth has joined the team as the future Head Distiller.
Malin successfully ran her families distillery in Gnesta, Sweden
(Gnesta Bränneri, http://www.gnestabranneri.se/), for about 10
years, producing vodka, aquavit, snaps and beer. She is
currently the head blender at Malmköpings nya Spritbolag.

9. Financials

10. Competition
The main competitors for our cask-conditioned spirits are produced by
American distilleries,
- Buffalo Trace Bourbon, which retails for €23, excluding tax,
- Evan Williams Extra Aged which retails for €25, exactly at our price
- Woodford Reserve Distiller’s Select which retails for €31.
We will have to spend considerable effort to win over loyal customers
from these American distilleries.
We will do this by introducing customers to our consistently top-quality
flavorful well-balanced European produced spirits and whiskies at a
reasonable price.
We hope that the cask program for our cask-conditioned spirits will
appeal to the on-trade market by providing the ability to create a
“House Spirit”.

11. Investment
Start-Up Expenses We have calculated our total start-up expenses
equals €8 500 000.
- This covers fees for covering the required capital and fees for forming
a limited company in Sweden.
- Covers all equipment required to start the business, supplies (grain,
yeast, casks and bottling) for the first year of production.
- Incluldes all salaries fo rthe first two years the company is in existence
We plan to obtain the full start-up cost through investors, who for €8 500
000 would receive 35% of the company.