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VooDoo Spirits

Tambour Original: Born in Africa, celebrated in the USA

Canandaigua New York
Alcohol Female Founder Distillery Food

VooDoo Spirits

Tambour Original: Born in Africa, celebrated in the USA

Our distillery has elevated sodabi, the traditional palm liquor of West Africa, from a cottage industry into a world-class spirit that retains the character and essence of its native roots. We work with local farmers to secure consistent, quality raw materials to produce refined palm liquor using industry-standard equipment and practices. After distillation, we infuse it with 14 ingredients to create a unique, aromatic, and complex flavor profile that results in a premium, award-winning spirit.
Jake Muhleman President and Co-Founder @ VooDoo Spirits
Last Funded September 2016!

$330,577
total funds raised

141
total investors

  • Updates 6
  • About
  • Reviews4
  • Ask a Question 5

Why you may want to support us...

1 Silver Medalist: 2015 SF World Spirits Competition
2 United States federal sales approval (COLA)
3 Consistent growth in local markets over past 3 yrs
4 Contracted American importer and brand representative in place

Why investors us

we've raised $330,577 since our founding
I was in New York when I first heard about Tambour and had the opportunity to taste the product in Cotonou in 2015. I must say that I was impressed by the quality of the product and on my way back to the US, I brought a few bottles to my friends in Boston, NY, and Toronto. Since then Tambour has become my drink and my friends in the US & Canada have not stopped asking me for more bottles. Tambour is a high quality product that I recommend to everybody in Benin, in Africa and in the world.
Jean-Philippe Houssou
Beninese national who has lived in the US for over 12 years

Our team

And Our Major Accomplishments
Jake Muhleman
President and Co-Founder
MIT engineer with an MBA from Edhec Business School (Nice, France) and 3.5 years work experience in Benin; Favorite Cocktail: Hidden Passion
Eric Newton
Co-Founder
Former Peace Corps Volunteer with 3.5 years work experience in Benin; Favorite Cocktail: African Queen
Kassandra Klaritsch
Co-Founder
Former Head of Marketing at an organic French winery; current Financial Controller at Neilson; Favorite Cocktail: African Sunrise

In the news

Downloads

Tambour Prospectus Wefunder.pdf
Video Transcript
Canandaigua New York
alcohol female founder distillery food

Production, Adoption, and Promotion

We label and number each bottle by hand before distribution, and that care has not gone unnoticed. Locally, Tambour Original has been enjoyed by the former US Ambassador to Benin, as well as the King of Ouidah (pictured below) in Southern Benin. Additionally, we have participated in a number of tastings at festivals and fetes, and have earned placement on the shelves of some of the most upscale supermarkets and bars in the country.

Our Signature Cocktails

Smooth and intense, the flavors of Tambour Original go with everything from pineapple juice or passion fruit, to banana and chocolate. Find out more information and specific recipes on our website: www.tambour-original.com

Marketing Materials in Africa

An example of our Francophone West African focused marketing. Unique materials will be developed appropriate to the advertising norms and trends of the United States and other markets.

3 Years of Year-Over-Year Growth in West Africa

Our problem is one of capital, not demand. Although our sales have been increasing steadily in Benin and Togo over the past 3 years, we operate out of a relatively small facility and our output is capped at current rates. At current production levels marginal profitability is positive (and could be further increased through economies of scale as we grow), but in order to increase output and begin profitably exporting to the United States we need access to more space and additional equipment.
Steady Growth
Steady year over year growth.

Investor Q&A

Expand all
What does your company do?
Our distillery has elevated sodabi, the traditional palm liquor of West Africa, from a cottage industry into a world-class spirit that retains the character and essence of its native roots. We work with local farmers to secure consistent, quality raw materials to produce refined palm liquor using industry-standard equipment and practices. After distillation, we infuse it with 14 ingredients to create a unique, aromatic, and complex flavor profile that results in a premium, award-winning spirit.
Where will your company be in 5 years?
We first launched TAMBOUR ORIGINAL in sodabi's native region, with our production facility in the cosmopolitan heart of Benin, and over the past 3 years sales have grown in the region. We are now ready to unveil TAMBOUR ORIGINAL in the US and we hope to explore additional markets in the future. We believe that TAMBOUR ORIGINAL has a place in bars and stores alongside mezcal, soju, and other exotic liquors recently popularized in global markets just as it holds a place in the culture of Benin.
What's new about what you're making? How is it different?
At VooDoo Spirits, we are making the first premium version of sodabi, a category of liquor that is characterized by its robustness, versatility, and mystic. We are proud to introduce our own refined version of sodabi, a time-honored and culturally significant spirit from West Africa. We have elevated this previously unsung and relatively unnoticed palm spirit into a beverage that appeals to both African markets and American appetites. Distilled from palm trees from Benin, West Africa, TAMBOUR ORIGINAL has a unique flavor profile that is puissant, yet subtly sweet and aromatic. Poised to be the very first brand of sodabi on the US market, TAMBOUR ORIGINAL is an ambassador of the West African palate, and will transport you to the tropical coastline of Benin.
What specifically will you use the funding raised on Wefunder for?
Our priority is to increase our production capacity to be able to handle the volumes necessary for profitable export. Funding will enable us to have sufficient working capital to purchase raw materials and cover other costs associated with the production increase. The amount of money that we raise will determine the type of equipment that we can buy to do this. To accommodate this new equipment and expansion, we will move our production facility to a larger space. Our ideal raise would be $100k through Wefunder to accomplish our goals in the most efficient way; although, as little as $20k paired with other fundraising activities such as bank financing, would also greatly help us achieve our growth targets.
How big is the market?
The US liquor market is a $24.1 billion a year market for suppliers, with a steady growth over the past 10 years,* which includes taking share away from beer for the past 6 years in the overall alcoholic beverage market.** With the increasing demand for liquor in the US and current trends showing a surge in American consumers trying new and exotic liquors,*** there is a gap in the spirits market that TAMBOUR ORIGINAL can fill. *Supplier gross revenue of the distilled spirits industry in the United States from 2005 to 2015 (in billion U.S. dollars) **Distilled Spirits Deliver Steady Sales Growth of 4.1 Percent in 2015 ***Around 1,800 new spirits products have been launched in the US in thepast three years, resulting in around $1.5 billion in sales in 2011. Reference:Emily Bryson York, Chicago Tribune Reporter, Liquor, wine continue to takeshare from beer sales, Liquor, wine continue to take share from beer sales (January 31, 2012)
Who are your competitors? How are you different?
In Africa, our main competitors are not other sodabi brands, but rather imported premium liquors, such as Johnny Walker (i.e. Red and Black labels), which are products at similar price points that appeal to similar demographics. Meanwhile, in the US, our competition will consist of premium, imported, and craft products. What differentiates TAMBOUR ORIGINAL from the other players in the market is the fact that it is a pioneer in a completely new category of spirits, thus appealing to the growing segment of trendsetting, adventurous consumers looking to try the next new thing. Moreover, there is a very limited selection of African liquors on the shelves (e.g. Amarula from South Africa), which will allow TAMBOUR ORIGINAL to stand out even more.
What do you understand about your business that others don't get?
VooDoo Spirits prides ourselves on our successes in navigating the complexities of doing business in Africa and establishing strong relationships in the region. We have found a way to tap into the growing local market and deliver an alluring product that is relatable to consumers, yet enticing and fresh at the same time. There is a value in refining previously unknown local goods, giving them a place in the larger global market (e.g. kombucha, coconut water, açaí berries). We are pioneers in the African spirits market, not only addressing the gap in the spirits market, but also capitalizing on the opportunity-rich African market that will lead the way to a bright future for the local economy. By developing a unique product and hard-to-replicate network connections, we have created a true value for our stakeholders, including local farmers, employees, investors, and customers.
What's your biggest risk? What keeps you up at night?
While Voodoo Spirits has a significant and growing foothold in our current market, we are still a small company producing at a small scale. Therefore raising sufficient funds in order to increase our capacity to begin and maintain overseas export, while still staying profitable, is a significant concern. Through outlets like Wefunder, we hope to inform people of our mission, and engage people who share a passion for diverse cultural exchanges and the food of West Africa. By supporting us, we are giving individuals a personal stake in bringing this unrivaled drink to the United States. Our biggest risk is not raising the appropriate funds to be able to increase our capacity in order to be profitable and meet product demand. Currently, we are marginally profitable, but in order to cover all of our fixed costs and to be truly profitable, we need to increase sales beyond our fully utilized current production capacity.
How are you helping the local economy?
VooDoo Spirits is reinvigorating the local economy through the creation of a high quality brand of sodabi. We feel that one of the best ways to develop the region is by providing sustainable employment and increasing the value of goods in the region by processing them, instead of simply selling commodities. Our business practices are based on providing fair and equal wages. Our successes thus far are an attestation to the close partnerships that we have developed over the years—we put a high value on our established relationships with local farmers, our staff, and other regional partners. Our business has created a premium product that can help to diversify the country's exports and positively impact local communities.
How are you ensuring environmental sustainability?
We have researched sustainable harvesting methods of the Elaeis guineensis palm used in sodabi production, which is the same species of palm tree that is currently being cultivated in Asia. We intend to test these existing farming techniques to determine whether or not they can improve our environmental impact. If successful, we will work with our farmers to implement these harvesting methods to extend the life of the palm trees. Moreover, we are exploring the idea of Rainforest and/or Organic certification to better showcase our processes.
How will you make money?
Our distillery plans on making money by selling TAMBOUR ORIGINAL in stores, bars, and restaurants nationwide. Our launch product appeals to a generation of people who are not only interested in trying new products, but can afford it. Our local price in West Africa is roughly $18 USD, which translates to just under $40 a bottle in the US due to shipping, taxes, and the three-tiered alcohol system. Strategic partnerships, word-of-mouth, and brand ambassadors will aid in the marketing and adoption of TAMBOUR ORIGINAL. VooDoo Spirits will tactically sell TAMBOUR ORIGINAL throughout the USA, starting in just one or two key markets and strategically expanding as our capacity and demand increases.
How do you acquire customers?
In Africa, our customer base is developed through word of mouth, event sponsorship, promotional campaigns, and positive press. In the USA, we plan on targeting tastemakers in the spirits industry, such as mixologists and other grassroots influencers to help carry the message of our product as formal or informal brand ambassadors. Social media will also play an important role in creating buzz around TAMBOUR ORIGINAL. Our hope is to convert early adopters to loyal followers. Moreover, our brand manager has various distribution contacts throughout the country that will help in the placement of TAMBOUR ORIGINAL in the proper venues.
Who is your target consumer?
In African markets, we target affluent locals, expats, and tourists. In the US we plan on targeting adventurous 21-35 year olds* with disposable income. A large percentage of this segment live in large cities that typically have more ethnic diversity,** which contributes to open-mindedness, expanded palates and a desire to try new things from around the world***. Additionally, members of the Beninese and West African diaspora are also centered in these areas, and thus, it will give these assumed early adopters a chance to become valued informal brand ambassadors by sharing a product from their homeland with their friends. *http://www.beveragedaily.com/Markets/From-cocktails-to-craft-What-do-millennials-want-in-alcoholic-b... **http://www.inc.com/tess-townsend/these-are-the-top-10-cities-for-wealthy-millennials.html ***http://www.moneytalksnews.com/the-10-most-racially-diverse-cities-america/
What are the different ways to consume Tambour Original?
TAMBOUR ORIGINAL might have its roots in the tropics, but it may be enjoyed in a variety of ways year round. You may try our palm liquor infused with 14 ingredients—including honey, dates, and hibiscus flowers—straight up, on the rocks, or in cold or even warm cocktails. Liven up your favorite savory or sweet dishes with TAMBOUR ORIGINAL for a je ne sais quoi taste. In addition to the cocktails listed on our site, we love TAMBOUR ORIGINAL in our homemade eggnog, duck pate, shrimp marinade, and chocolate truffles. Whatever way you choose to savor TAMBOUR ORIGINAL, you can be sure that it will transform your dining experience.
What products will be available in your US launch?
For our US product launch, we plan to introduce our standard 750ml bottle and mini 50ml bottle. In March 2016, we introduced a mid-size 375ml version to the Beninese market, and will roll it out to the US market if the market demands. Furthermore, our distillery has been aging a special reserve of TAMBOUR ORIGINAL in French oak barrels that we cannot wait to share with our loyal customers in the future. One batch has already been aged for two years, but we have yet to announce the release date. We also have plans to expand our product line to different variations of sodabi and/or other spirit categories for export and regional markets.
When will TAMBOUR ORIGINAL be available in the US and where?
We are still finalizing this and do not want to give forward-looking information. We will provide updates through this campaign as soon as we have definitive information.
What about markets outside of the US and West Africa?
We are certainly interested in other markets and have had preliminary discussions with a number of importers and distributors. Further expansion will depend on our ability to increase our capacity and the strength of strategic partnerships that we will be able to form. New market priorities could be influenced by investors' interests and connections as well.
Why the name TAMBOUR ORIGINAL?
Tambour [tam-boo r] is the French word for drum. Taking a note from the world-renowned musical culture of the region, TAMBOUR ORIGINAL is a proud testament to the rigor, discipline, and complexity of the drumming beats that have graced West Africa for generations. It is with these values in mind that we present TAMBOUR ORIGINAL, a redefinition of sodabi that salutes the bright future of West Africa by maintaining the traditions that got it there.
Why VooDoo Spirits?
VooDoo Spirits was inspired by Voodoo (or Vodou) which is an animistic religion that originated in Benin. Voodoo is both widely practiced and a major influence on the culture and local practices. Furthermore, sodabi often plays an integral part in many Voodoo ceremonies. VooDoo Spirits is also a play on words as 'spirits' can mean alcohol, or it can represent the spirits worshiped. Ultimately, our company name aims to pay homage to the rich history, culture, and people of the region.
What is your company structure?
VooDoo Spirits, Inc. is a Delaware incorporated C-Corp with headquarters located in Upstate New York. VooDoo Spirits is an 100% owner of the subsidiary production company, La Distillerie Beninoise, SARL (roughly equivalent to an LLC in the US), located in Benin.
What is the process of producing TAMBOUR ORIGINAL and how does it differ from other brands of sodabi?
Palm tree sap is extracted from the Elaeis guineensis palm and fermented. After fermentation is complete, the fermented sap, now called palm wine, is distilled. In other sodabis, this is often only done once. Sodabi is often then sold as is, or mixed with a variety of herbs, fruits, and spices in the home and consumed as a shot, often as a form of local medicine. However, with TAMBOUR ORIGINAL, we distill the mash twice for a more refined spirit, using industry-standard machinery. We infuse a combination of 14 ingredients in our liquor for 3 months before filtering and bottling our product in-house thus ensuring batch conformity and superior quality.
Aren’t there controversies surrounding palm plantations (i.e. palm oil)?
Although sodabi is produced by the same species from which palm oil is extracted (Elaeis guineensis), the environmental impact is not the same. The palm treesthat we use are native to West Africa, and thus are not a burden to the local ecosystem. Moreover, we will be able to reduce deforestation due to sodabi production by implementing new and environmentally friendly sap-tapping methods.

Financials

Our cash in hand is $1,482, as of December 2017. Over the three months prior, revenues averaged $2,712.22/month, cost of goods sold has averaged $1,131.83/month, and operational expenses have averaged $12,014.61/month.

At a Glance

January 1 to December 31
$12,447 +32%
Revenue
-$56,177
Net Loss
$27,006 +167%
Short Term Debt
$322,577
Raised in 2016
$1,482
Cash on Hand
Income
Balance
Narrative
A note from Wefunder. Unlike companies on the NASDAQ, early-stage startups have little operating history. Financial analysis is not as useful when there is limited data. It's more important to predict the size of the future market. If the founder achieves their vision, will enough customers pay the company enough money?

It's also common for fast-growing startups to lose money even faster: they are investing in future growth. In these cases, it's often better to check if the Cost of User Acquisition (CAC) is lower than the Lifetime Value (LTV) of that customer. If one spends $1000 today to make $10,000 over the next five years, that may be a smart bet. Amazon is a famous example of re-investing potential profits to maximize growth over 20 years.
Net Margin:
-451%
Gross Margin:
41%
Return on Assets:
-42%
Earnings per Share:
-$0.02
Revenue per Employee:
$12,447
Cash to Assets:
1%
Revenue to Receivables:
87%
Debt Ratio:
20%
2016 Fiancial Statements.pdf
2017 Fiancial Statements.pdf
2014 Financial Statements-watermark.pdf
2015 Financial Statements-watermark.pdf

Risks

1 Given that we are crossing borders between our production and sales locations, there are geopolitical risks. We can mitigate these by paying for insurance, and keeping abreast of policy changes in Benin through our network, including contacts at the US Embassy in Benin.
2 Due to production in an underdeveloped country, there can be delays for any repairs to the equipment if spare parts are not readily available locally. However, we buy equipment that rarely needs extensive repairs and maintenance and we stock spare parts appropriately.
3 Raw material quality can vary due to seasonality, precipitation, and plant disease, but we mitigate this by spreading out our raw material supply to at least three suppliers.
4 A lower than expected rate of acceptance could slow our growth or stress our cash flow. Trying to sell the product in multiple locations with tailored marketing will mitigate this.
5 Other global liquor companies could recognize the potential of this type of palm spirit and try to replicate it. Being the first mover will give us an advantage and the increased competition would help validate the category.
6 Due to fewer routes to specific US ports, shipping from Africa can add extra costs for certain markets.
7 We will need to sign distribution agreements in all of the markets (each US State) that we want to sell in and not being able to come to an acceptable agreement in key markets could affect sales and profitability.
8 If we do not raise enough capital through a combination of this campaign and other equity and debt raises, we could have cash flow issues.

Details

The Board of Directors

Director Occupation Joined
Jacob Muhleman President @ VooDoo Spirits Inc. 2012
Fred Muhleman Consultant @ Expense Reduction Analysts (ERA) 2018
Victor Sinow Principal Designer @ Navitas Semiconductor 2018

Officers

Officer Title Joined
Jacob Muhleman President, CEO 2012
Eric Newton Chief Marketing Officer (CMO) 2012

Voting Power

Holder Securities Held Voting Power
Jacob Muhleman 2,535,113 Common Stock 72.0%

Past Equity Fundraises

Date Amount Security
12/2016 $475 Loan
06/2017 $8,000 Loan
11/2017 $84,312 SAFE
05/2016 $237,790 Convertible Note

Convertible Notes Outstanding

Issued Amount Interest Discount Valuation Cap Maturity
05/27/2016 $237,790 None

Outstanding Debts

Lender Issued Amount Oustanding Interest Maturity Current?
Kassandra Klaritsch 12/31/2016 $475 $475 0.0%
Serena Cheung 06/11/2017 $8,000 $8,000 0.0%

Related Party Transactions

NameEric Newton
Amount Invested$640
Transaction typeLoan
Issued12/30/2017
Outstanding principal plus interest$640 as of 04/2018
Interest0.0 per annum
RelationshipOfficer
 
NameBeth Muhleman
Amount Invested$250
Transaction typeLoan
Issued09/18/2016
Outstanding principal plus interest$250 as of 04/2018
Interest0.0 per annum
RelationshipMother of Director
 
NameJacob Muhleman
Amount Invested$12,284
Transaction typeLoan
Issued12/28/2017
Outstanding principal plus interest$12,284 as of 04/2018
Interest0.0 per annum
RelationshipDirector

Temporary loan to aid the cash flow of the company.

 
NameVictor Sinow
Amount Invested$5,000
Transaction typeLoan
Issued08/10/2017
Outstanding principal plus interest$5,000 as of 04/2018
Interest0.0 per annum
Maturity08/09/2018
RelationshipDirector
 
NameFred Muhleman
Amount Invested$100
Transaction typeLoan
Issued06/15/2016
Outstanding principal plus interest$100 as of 04/2018
Interest0.0 per annum
RelationshipDirector
 

Use of Funds

$20,000 This would allow us to rent a larger facility. More space will allow us to increase our efficiencies in production and add additional equipment.
$50,000 This would allow us to buy an increased capacity still.
$100,000 This is our ideal raise. This would allow us to enlarge our facility with an increased capacity still. This is will allow us to approximately double our current production.

Capital Structure

Class of Security Securities
(or Amount)
Authorized		 Securities
(or Amount)
Outstanding		 Voting
Rights
Debt Securities 0 0 No
Common 5,000,000 3,501,940 Yes

Form C Filing on EDGAR

The Securities and Exchange Commission hosts the official Form C on their EDGAR web site.




Jake Muhleman on Jun 25 2018
President and co-founder of VooDoo Spirits, Inc Founder
Rochester Upstate NY West Africa sodabi NY
Jason W., Beth Muhleman, Stephen William WALLS, and 4 others

Jake Muhleman on Sep 19 2016
President and co-founder of VooDoo Spirits, Inc Founder

Jake Muhleman on Sep 15 2016
President and co-founder of VooDoo Spirits, Inc Founder

Jake Muhleman on Sep 7 2016
President and co-founder of VooDoo Spirits, Inc Founder

Jake Muhleman on Aug 26 2016
President and co-founder of VooDoo Spirits, Inc Founder

Jake Muhleman on Aug 19 2016
President and co-founder of VooDoo Spirits, Inc Founder


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