Democratized equity and a brand built for the people: Crafty Elk is here to stay | National Post

National Post
Craftyelk James Alexander Michie

The Crafty Elk gang's winning recipe includes social events that bring customers together to meet one another and share in the bond of community ownership. Supplied

Millennials demand healthy benefits, from weight loss to recovery after training and immune system support, from the foods they eat and the drinks they consume that also include alcoholic beverages. Therefore, various proposals have emerged in which there is a commitment to a cause, not having to choose between “healthy” and “alcohol”.

Likewise, a Canadian upstart in the functional adult beverage sector is creating its own niche, which they call “hard juice”. The hard juice has a great flavor but coupled with it, it has made its way into the Canadian scene as the first ‘organic, without GMO and Gluten Free’, a vodka-based beverage ready to drink. Being that way, a handmade cocktail formulated with super foods such as turmeric, ginger, goji berries and cactus.

For its part, Crafty Elk is manufactured at a higher level without preservatives or artificial sweeteners, but an independent nutritional panel gives customers the knowledge of what their drinks contain.

Founded by pharmaceutical scientist and health advocate Greg Gilliland, Crafty Elk has made an impressive debut. It is not the only company of that type, in fact, this company together with its peers, focus on the Millennium audience, who are, according to a report by FONA International, the group of consumers with the highest consumption of functional beverages, and They look for their drinks to pack health and wellness ingredients at an increasing rate.

Likewise, Gilliland says that Crafty Elk’s business development strategy has been to focus first on making a great product, protecting the brand, building the supply chain and generating sales evidence, all that investors look for when determining risk. to commit resources with a new company.

“Our goal is for investors to know that we are serious,” he added “For example, we had a packaging agreement that worked well for regional distribution in Canada, but to expand to the United States we need volumes that we cannot do without control over our own manufacturing and canning. So we’re looking for support to build a distillery and a manufacturing plant that can handle bottles and cans.”

Source: Suzanne Paschall | National Post

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