Entrepreneurship isn’t simple, however when was the final time you heard of a model that spent years bringing a few change in state legal guidelines in order that they might introduce their product? If that wasn’t spectacular sufficient, this model additionally boasts of training individuals, supporting native farmers and establishing their attain by promoting honey and mead.
Presenting Moonshine Meadery and the Moonshine Challenge – millennial manufacturers that created area for themselves in a populated but uncharted Indian market that’s anticipated to succeed in a valuation of INR 30.6 billion by 2026.
Based by Rohan Rehani and Nitin Vishwas, these manufacturers not solely introduced again the world’s oldest alcohol (meads) but in addition raised consciousness about pure honey.
They usually appeared on Shark Tank India!
Inquisitive about this wonderful model and its journey? We’ve obtained you coated.
We talked to the Moonshine crew to find out how they began the Moonshine Honey Challenge, discovered about their distinctive excursions, and their expertise on Shark Tank India. Learn on to know extra.
A not-for-profit challenge
Primarily based out of Pune, Moonshine Honey Challenge was began as a hive-to-table premium honey model. This ardour challenge was launched to coach individuals about what pure honey seemed and tasted like.
However let’s begin from the start. In spite of everything, we are able to’t speak about Moonshine Honey with out mentioning Moonshine Meadery.
Moonshine began out by creating meads, an alcoholic beverage made by fermenting honey. Whereas creating mead, Rohan and Nitin realised that industrial honey wouldn’t work as the principle uncooked materials for the mead. Mead requires good high quality honey as a result of adulterated honey doesn’t ferment.
The founders determined to find out about bee-keeping and arrange their very own bee bins to supply pure honey from the farmers instantly. This resulted in Moonshine having access to pure, high-quality honey straight from the supply.
They determined to check the waters by promoting small batches of honey primarily to point out individuals what actual honey is, and so they discovered that individuals actually preferred it.
Moonshine Honey Challenge was began within the 2020 lockdown and continues to encourage native farmers to achieve supplementary revenue by turning into beekeepers. A win-win for all, together with the ecosystem!
The model additionally prides itself on incorporating sustainable practices whereas sourcing and producing its merchandise.
When you’re trying to turn out to be a sustainable model too, listed here are some sources that will help you in your quest:
It was fascinating to notice that Moonshine provided two merchandise that weren’t essentially simple to promote. Each honey and mead had stereotypes hooked up that required the model to first educate the viewers after which take into consideration conversions.
Their preliminary efforts have been centered on convincing people who honey isn’t too candy and mead isn’t beer. With main manufacturers taking over most area within the honey market, it was powerful to get seen, not to mention garner a loyal viewers.
The model believes that India doesn’t have a honey provide problem however has a honey demand problem. Most individuals are unaware that industrial honey will not be actual honey. As a result of they’re unaware of how pure honey tastes, they assume that it’s not their cup of tea (or mead, ought to we are saying), and forgo shopping for honey altogether.
This made us surprise – how would a model create consciousness and promote its merchandise in a market that lacks each consciousness and demand? Effectively, Moonshine Honey Challenge did each and grew its on-line gross sales by 20x.
Reaching nationwide with Shopify
Moonshine wished to promote its merchandise throughout India and opted for Shopify immediately. They’d entrepreneur mates who already had Shopify shops and advisable making an attempt the platform.
Moonshine didn’t need to spend so much of sources to start with to arrange a web site, and so they have been capable of obtain this goal with Shopify.
The Moonshine crew has had a easy crusing with Shopify due to a number of causes:
- It was simple to arrange their retailer and get it working
- Shopify’s platform is dependable and doesn’t crash even after they obtain massive volumes of visitors
- Fee and logistics are a breeze for them due to the integrations
Shopify experiences make it simple to trace geographical insights. The geo-analytics permit Moonshine Honey Challenge to know the place they get probably the most visitors or demand. This has helped the model benefit from its retailer and scale its enterprise successfully.
Although the Shopify retailer was initially set as much as promote honey on-line, the model thought, why cease there? They began promoting tour tickets for his or her Meadery via Shopify as properly.
Keen on establishing your individual Shopify retailer? Listed here are some sources to get you began:
Benefiting from the Meadery (and Shopify)
Moonshine began internet hosting meadery visits by providing tour tickets offline. The guided tour had individuals visiting the primary full-scale meadery in Asia – Moonshine Meadery.
The behind-the-scenes entry allowed the model’s viewers to find out about Moonshine’s brewing course of. It additionally included honey and mead tasting classes.
The model needed to depend on third-party tour firms to enlist and purchase the registrations for these excursions. The tour frequency was much less and so they needed to promote the tour closely via social media.
However in 2021, they experimented with itemizing excursions via their Shopify retailer. And guess what? They began buying the tour bookings with little to no promotions.
Now, they host weekly excursions via only a registration web page on their Shopify retailer that enables individuals to enter their data and ebook a tour.
The tour is a superb branding exercise and a direct income supply. What’s extra? It permits the model to attach with its viewers exterior of a digital area and construct a loyal group.
Carving their very own path
Rohan and Nitin launched Moonshine Meadery in 2018 although they began engaged on the concept in 2014. The delay was brought about because of the lack of legal guidelines concerning manufacturing meads in India
Nevertheless, Moonshine didn’t let this cease them. Rohan and Nitin labored with the exicse division and managed to get some readability on the legal guidelines round mead
However their greatest problem was advertising, as you can not promote alcohol manufacturers on digital platforms. Moonshine’s success can principally be credited to its distinctive strategy to advertising.
Moonshine Honey Challenge depends on social media schooling and guerrilla advertising to succeed in its potential viewers. The model has tried all the things – from pop-ups to masterclasses, company tie-ups and tasting classes.It’s possible you’ll come throughout their collaboration posts that includes manufacturers like Nomad Meals Challenge, Subko Espresso and Pack-a-Pav. The model has additionally began the ‘Moonshine Highlight’ challenge via which they promote indie artists acting at venues the place their meads are served.
Wish to know extra about guerilla advertising and promoting on social media? Take a look at these guides, together with suggestions and examples to encourage you:
All these advertising techniques have been nice, however Moonshine wished one thing to assist them achieve widespread visibility and put the model on the map. Enter – Shark Tank India.
The buzzworthy Shark Tank India look
Moonshine’s televised Shark Tank India look was the discuss of the city – not solely as a result of the model was pitching a uncommon alcoholic beverage but in addition as a result of they have been one of many few manufacturers who rejected the Sharks’ supply.
Moonshine determined to audition for the collection, seeing that it’s a nice opportinity for constructing consciousness for a brand new class. The model went via a rigorous audition course of – beginning with sharing a pitch deck and video to the shortlisting interview rounds.
Their aim was to achieve visibility and get a advertising push for his or her meads, not essentially gaining funding. And what higher technique to obtain this than to seem on nationwide TV?
The model wowed the Sharks with their meads however sadly left the present with out funding because the Sharks’ counter-offer didn’t align with the model’s valuation.
We requested the founders why they walked away from the funding supply. “We had hoped for negotiation in step with what we usually see from non-public fairness buyers”, they claimed.
However that didn’t imply that Moonshine didn’t profit from their look. They garnered a variety of optimistic suggestions and, in fact, elevated gross sales. The model noticed 2 lakh guests on its web site in a span of two hours after the episode was aired.
Like most entrepreneurs, Rohan and Nitin loved interacting and studying from different founders. “What was significantly good was to see that Vineetha, who has apparently been following our model for some time, gave us an enormous thumbs up on the route of our branding.”
The founders additionally had no regrets and didn’t really feel that rejecting the Sharks’ supply brought about any repercussions. “We’ve truly acquired a variety of optimistic suggestions for holding our floor and never reducing our firm’s valuation simply to simply accept the Sharks’ supply.”
Listed here are just a few extra enterprise classes D2C manufacturers can study from Shark Tank India.
What’s subsequent for Moonshine
Moonshine Meadery went into growth mode in 2021 and is on the market via retail in states together with Maharashtra, Goa, Bengaluru, Himachal and Uttar Pradesh. Given that every state has totally different legal guidelines and mechanisms for alcoholic merchandise, the model is rising the mead challenge slowly however certainly.
As for Moonshine Honey Challenge, the model is proud of Shopify’s conversions and isn’t trying to function these merchandise on every other platform.
They’re additionally in talks with Printrove to combine their merchandise into their Shopify retailer. Having their merchandise on the identical platform as their merchandise (honey + tour tickets) would make it simple for his or her viewers to search out all the things ‘Moonshine’ with much less navigation.
When requested about their subsequent strikes, the model claimed that they’re engaged on one process at a time. One factor is for certain – Moonshine will proceed to thrive and construct its group with its distinctive launches whereas contributing to the setting, one jar/bottle at a time.
And Shopify will proceed to assist the model with new options and options.
Like hundreds of thousands of different companies, Moonshine discovered a dependable ecommerce associate with Shopify. Whether or not you want to attain a nationwide viewers or present on-line buying ease with versatile integrations, Shopify has all of it.
Arrange your on-line retailer and begin promoting with Shopify’s 14-day free trial!