Gin brand Pomp & Whimsy received USD 2.65 million in seed round financing to make alcoholic beverage

Reject "monotonous pink", fruity taste and syrup

According to PR Newsire, gin brand Pomp & Whimsy recently announced that it has received $2.65 million in seed round financing. This round of financing was led by El Dorado Spirits, followed by angel group Golden Seeds, Oxford Angel Fund and Next Act Fund. Current and former executives of Estee Lauder, Twitter, Facebook, Warby Parker and Crate & Barrel also provided financial support.

Pomp & Whimsy was launched in January 2017. It focuses on female consumers. The main product is 30% alcohol gin, which is a blend of classic distilled gin and plant liqueur. The original flavor, orange, grapefruit and Cucumber and other flavors are priced at US$34.99 per 750ml bottle.

The inspiration for the Pomp & Whimsy brand comes from founder Nicola Nice’s experience as a consultant in the spirits industry. As a sociologist and spirits entrepreneur, Nicola Nice realized that the huge potential of the female consumer market has not been met: most of the spirits brands on the market are too masculine, and a small number of them are too girlish.

In wines for female consumers, Nicola Nice observed that these brands adopt a one-size-fits-all model: just add pink, fruity and syrup to master the "code of wealth." Starting from the creation of a moderately feminine alcoholic beverage brand, Nicola Nice established Pomp & Whimsy.

Nicola Nice spent two years researching and experimenting with gin-based liqueurs, and finally decided on the process of two soaking and redistilling. In terms of taste, Nicola Nice conducted a lot of research and found that plants and floral fragrances are the most attractive to female consumers. They selected 16 natural plant flavoring agents, including coriander, grapefruit, orange, lychee, cucumber, jasmine and lavender, etc., to enhance the taste of the entrance.

In addition, the brand's official website also provides a variety of bartending recipes and methods, which can be drunk alone, with soda, tonic water or champagne, or can be substituted for gin in classic cocktails.

Pomp & Whimsy hopes to use alcohol as a carrier to convey the historical details behind gin to users. Pomp & Whimsy organizes a 30-minute free wine tasting every week, open to all consumers to sign up. In addition to free activities, Pomp & Whimsy also organizes a 60-minute online private wine tasting seminar for groups, which is explained by a professional bartender, with tasting and bartending courses at a cost of $20 per person. According to the official website, Pomp & Whimsy's concierge service is an upgraded version of the customized course, including the delivery of all bartending ingredients and equipment to the home, personalized cocktail recipes, and meetings with the founders.

It is reported that this round of funds will be mainly used to expand cooperation with existing and new distributors. Pomp & Whimsy also plans to expand its e-commerce business with Thirstie.

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