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We are a community built and funded business, relying on thousands of investors and drinkers to help us scale the company . We are also partnered with one of the world’s largest Spirits-loving communities, Flaviar.
Over 3K stores & bars sold with 28 active States, partnerships w/ Specs, Binny’s, ABC Liquors, Total Wine, Wegmans, Stew Leonard’s & Costco, & DTC scale, our sales total over 100k bottles since launch.
With nearly $4M already raised, our world-class team of founders with startup & liquor experience are backed by a community of 1.5K+ investors & angel investors from the likes of Svedka, Aviation, and many others.
* Past performance and growth are not indicative of future results.
Grisa Soba • Chief Strategy Officer & Director
Mario Mazza • Master Distiller & Director
Ryan Malkin • Counsel & Director
the pitch
With thousands of new drinkers and fans, we want to give new and existing fans a new chance to become part of Hercules Mulligan and join us in building the future of spirits.
And who are we?
We're one of the best Ready-to-Serve beverages on the market with an unwavering community of investors and loyal consumers. We've worked to establish a strong network in the Spirits industry and are backed by a highly-experienced team with the amazing brand story of Hercules Mulligan.
Our sales have continued to soar 69% since last year. We have onboarded hundreds of new accounts, launched new SKUs and have started to scale nationwide.
the problem
Everyone loves a good cocktail, but making one at home can be a hassle: you don't know how or have the ingredients, the time, or the tools. Plus, most bottled cocktails are made with inferior Spirits and flavor systems from a laboratory. We’re here to revolutionize that completely.
Enter Hercules Mulligan, our take on an Irish Old Fashioned with three Rums, Ryes, Fresh Ginger and Bitters with “Rum & Rye;” and HM’s unique twist on a Manhattan cocktail, with two Irish Whiskeys, Ryes, and Maraschino Cherry Bitters with “Eyr & Rye” (Eyr = Irish and is “Rye” backwards, a “spy’s ultimate palindrome). All designed with HM the spy in mind to wow his guests and create some interesting discussion….
THE solution
Hercules Mulligan Rum & Rye is a ready-to-serve Old Fashioned that lets you enjoy a first-class, bar-grade cocktail at home with no inconvenience. We want our consumers to have a trusted, high-quality cocktail right in their home bar.
Simply pour over ice and enjoy. Easy as that.
Our aged Rums are sourced from French Guiana, Jamaica, and Puerto Rico, our aged Rye Whiskeys come from New York, Pennsylvania, and the Midwest US, and our Irish Whiskey is a blend of grain and malt whiskeys from Ireland. Rum & Rye’s fresh ginger is macerated by our partner Josh Morton in Brooklyn.
Enter: Our Irish take on Manhattan
A delicious second act of the blockbuster revolutionary Ready-To-Serve Bottled Craft Cocktail: the Irish-American Manhattan. Like the man, the latest release, Hercules Mulligan Eyr & Rye, lives a double life—blending two iconic Spirits from both sides of the pond, uniting their distinct features into a ready-to-serve Manhattan. The Irish twist on the classy & classic cocktail is a blend of three Rye Whiskeys, two Irish Whiskeys, aromatic and maraschino cherry bitters, and a splash of cherry juice. Hercules Mulligan Eyr & Rye pays tribute to the unsung hero of the American Revolution by adding an Irish twist to a classic recipe, creating balance among duality.
We put the highest quality ingredients at the front of what we are doing. No fake ingredients or flavors - only the great quality spirits and real ingredients. Hercules Mulligan Rum & Rye and Eyr & Rye are blended and bottled by our Master Blender Mario Mazza in Westfield, NY.
Does the name Hercules Mulligan ring a bell? Popularized in ‘Hamilton: An American Musical,’ Hercules Mulligan was an unsung hero of his time who tricked British soldiers into spilling their best-kept war secrets. Not to mention he also saved George Washington's life - twice. He was a real person with an incredibly badass story. Not to mention, Hercules Mulligan is now one of the most sold drinks at the Richard Rodgers Theater, the home of Hamilton.
We can't imagine a better inspiration for a brand that's about to lead the revolution in the ready-to-serve cocktail scene. We evoke the same sense of bold independence in Hercules Mulligan.
And it's not just us. Our data is backed by experts who awarded Rum & Rye a Double Gold medal at the 2021 San Francisco World Spirits Competition; Eyr & Rye a Double Gold medal at the 2023 San Francisco World Spirits Competition; and Rum & Rye 96 points and the Chairman’s Trophy at F. Paul Pacult’s 2023 Ultimate Spirits Challenge.
the market
We are perfectly positioned in the cross-section of Whiskey, Rum, and Bottled Cocktails. With the growing popularity of these categories, Hercules Mulligan has found an ever-expanding audience. These categories combined generated over $4.4 billion of revenue on a yearly basis , and they are projected to grow even more.
This is the best time for you to join.
According to our research, we are outrunning our competitors thanks to you, our community!
Community Owned & Built
We are continuing our meteoric rise after accomplishing an amazing crowdfunding round last summer. Here is how WE, the Hercules Mulligan Community, believe we are outrunning our competitors.
Building the brand - the community way
The Hercules Mulligan community is a mix of existing crowdfunding investors and Flaviar - one of the world’s largest Spirits communities, making the way we run the business, make decisions, and scale sales unique.
With Flaviar, we can rely on established distribution channels and help with scaling on-premise (bars and restaurants) and off-premise (liquor stores, etc.), and maintain a loyal direct-to-consumer community of hundreds of thousands of devoted Spirits lovers.
With hundreds of thousands of members, data points, and reviews, we can fine-tune our product, scale the sales, and land new accounts, thus enabling us to move and grow considerably faster and smarter than traditional Spirits brands, in our view.
Angels are joining our community
We know we cannot do or know everything by ourselves. Why not invite some of the world's smartest minds to join us. Over $1 million has been submitted by angels like Guillaume Cuvelier, founder of Svedka and co-founder of Davos Brands - owners of Aviation gin; John McDonnell, President and COO of Patron Tequila; and Brian Zeug, ex Managing Director of Google.
Power of the media
Our meteoric rise and our superior product have received the attention of highly credible and well-respected media outlets, which reinforces our relevance, credibility, and interest to hundreds of new points of distribution.
Experience and team you could only wish for
Hercules Mulligan’s team consists of seasoned Spirits experts, entrepreneurs, and professionals in the heart of the world - New York City. The founding team has launched, scaled, and sold successful Spirits and digital businesses before - so we know what it takes and how to do it again.
Steve Luttmann, the founder of Hercules Mulligan, previously created Leblon, one of the most known Cachaça brands, and sold it to Bacardi. He has prior experience at an executive level from companies like Möet Hennessey and Unilever.
Mario Mazza, owner of Five & 20 Spirits distillery in Westfield, NY, and owner of Mazza Wines, one of the largest wineries in Pennsylvania.
Ryan Malkin, one of the country's best alcohol attorneys and former attorney at Pernod Ricard, the second largest spirits company in the world
Anthony Falters, VP of Sales - Eastern Region, 20+ years in sales leadership in the industry; General Manager, Hammer & Sickle Vodka; Brand Manager & Region Sales Manager, Redhook Ale Brewery
Josh Katz, VP of Sales - Western Region, 15+ years in sales experience in the industry, including Head of Sales at Flaviar, National Sales Director at Bols, and Sales Manager at Russian Standard
Michelle Water, VP of Sales - Western Region, proven sales leader with experience as a Sales Rep at Regal Wines, leading on-premise manager for Fiji Waters and Justin Vineyards
In early 2024, we pivoted in our sales approach, bringing Josh Katz to manage the Western U.S., allowing Anthony Faletra to focus on the Eastern U.S. and Michelle Waters to manage process, planning, and reporting as our National Sales Director. We also redeployed our resources, swapping three FTE sales reps in Greater NYC in order to build a nationwide team of brokers, sales reps, and brand ambassadors remunerated predominantly on commissions. We now have 22 sales people across the U.S. driving HM sales.
our traction
We are taking the market by storm.
With over 100,000 bottles sold since launch, our sales revenues have grown by 69% from 2022 to 2023. Our new product, Eyr & Rye, quickly sold out when launched last year, and has widened the brand’s net to more “whiskey”-focused aficionados. We plan on continuing to present unique items in the future, with Rum & Rye continuing to be the brand’s flagship product.
On and off-premise growth and accounts + map
Overall case volume was 3,271 9-liter cases, or 39,252 750ml bottles. Last year, Hercules Mulligan expanded to all major markets and is now actively selling in 28 markets. To more efficiently and effectively manage the broad footprint, we pivoted in early 2024, focusing on a commission-based approach with 22-person commission-based team of sales reps, brokers, and promotional assistants. Our main focus continues to be retail, focusing on the home consumer looking for the high-quality cocktail solution at home.
Ratings and reviews
Due to our reliance on data from hundreds of thousands of Flaviar users to constantly improve our Spirit to perfection, Hercules Mulligan has garnered over 3,000 reviews and ratings from Flaviar members, resulting in an average rating of 8.2 out of 10X, compared to the "other Spirits" category average of 7.6 out of 10. Recently launched Eyr & Rye is already becoming a next favorite with a 9.3 out of 10 rating.
Even though we scaled the DTC sales, we still managed to keep an outstanding 18% repurchase rate, almost 3x bigger than the Flaviar standard.
Our Gross Profit margin is currently 42%. Since we are already ahead of the game regarding profits, we plan to invest in repeat consumer sales as well as geographic expansion.
why invest
Our vision is to create an authentic and iconic Spirits brand and a community that will become a staple in the industry. We want to show you how a Spirits brand of the future is built and how great it is to be part of one.
With so many new drinkers and fans, we want to give everyone a new opportunity to own a chunk of the future.
We also plan to develop product innovations to add to the Hercules Mulligan portfolio at higher price points and with different Spirits bases, creating other opportunities for consumers to enjoy the brand, leveraging credentials with our various communities along the way. We are particularly excited by our future “Secret Reserve,” in which we will offer rare age-statement dark spirits such as Ryes, Rums, and Irish Whiskeys under the Hercules Mulligan mark.
This Summer, we plan to open our brand home, The Herc, in a top tourist spot in Lower Manhattan, NYC. Located in a landmarked building on 220 Front Street, which is on a cobblestoned street in the South Street Seaport Historic District, The Herc will be a major generator of awareness, trial and buzz for visitors to NYC from across the U.S. and the world. In addition to our base products, The Herc will also serve as an incubator for new products and ideas, including “HERC”-branded wine and beer, and some unique merchandising offerings, such as our unique “book safe” containing 5 vials of HM’s Rum & Rye inside.
We are eager to claim an enormous chunk of this multi-billion dollar opportunity. We have the advantage, the resources, and the means that otherwise take years to build.
And this is where you come in.
We are here today to open the doors to a new round of funding and invite you to join in the success of Hercules Mulligan. There is strength in numbers.
We stand for community-supported Spirits. We stand for you. Stand with us and join the Spirits revolution with Hercules Mulligan.
Maximum Number of Shares Offered subject to adjustment for bonus shares
Voting Rights of Securities Sold in this Offering
Voting Proxy. Each Subscriber shall appoint the Chief Executive Officer of the Company (the “CEO”), or his or her successor, as the Subscriber’s true and lawful proxy and attorney, with the power to act alone and with full power of substitution, to, consistent with this instrument and on behalf of the Subscriber, (i) vote all Securities, (ii) give and receive notices and communications, (iii) execute any instrument or document that the CEO determines is necessary or appropriate in the exercise of its authority under this instrument, and (iv) take all actions necessary or appropriate in the judgment of the CEO for the accomplishment of the foregoing. The proxy and power granted by the Subscriber pursuant to this Section are coupled with an interest. Such proxy and power will be irrevocable. The proxy and power, so long as the Subscriber is an individual, will survive the death, incompetency and disability of the Subscriber and, so long as the Subscriber is an entity, will survive the merger or reorganization of the Subscriber or any other entity holding the Securities. However, the Proxy will terminate upon the closing of a firm-commitment underwritten public offering pursuant to an effective registration statement under the Securities Act of 1933 covering the offer and sale of Common Stock or the effectiveness of a registration statement under the Securities Exchange Act of 1934 covering the Common Stock.
*Maximum number of shares offered subject to adjustment for bonus shares. See Bonus info below.
Loyalty Bonus | 10% Bonus Shares
As you have previously invested in Hercules Mulligan, you are eligible for 10% additional bonus shares.
Time-Based perks
Friends and Family
Invest within the first two weeks and receive 12% bonus shares.
Super Early Bird
Invest within the third or fourth week and receive 10% bonus shares.
Early Bird Bonus
Invest within the fifth or sixth week and receive 8% bonus shares.
Amount-based Perks
Tier 1 | $100+
Invest $100+ and receive a 5% discount code for Hercules Mulligan products for 6 months.
Tier 2 | $250+
Invest $250+ and receive a 10% discount code for Hercules Mulligan products for 6 months.
Tier 3 | $500+
Invest $500+ and receive 1 bottle of HM Eyr & Rye or HM Rum & Rye + a 10% discount code for Hercules Mulligan products for 1 year.
Tier 4 | $1,000+
Invest $1,000+ and receive a 15% discount code for Hercules Mulligan products for 1 year + 1 bottle of Eyr & Rye and 1 bottle of Rum & Rye.
Tier 5 | $2,500+
Invest $2,500+ and receive a 15% discount code for Hercules Mulligan products for 1 year + 2 bottles of Rum & Rye, 2 bottles of Eyr & Rye, 1 bottle of 7YO Rye when it launches and 5% bonus shares.
Tier 6 | $5,000+
Invest $5,000+ and receive a 15% discount code for Hercules Mulligan products for 1 year + 7 bottles of Rum & Rye, 2 bottles of Eyr & Rye, and 1 bottle of 7YO Rye when it launches and 8% bonus shares.
Tier 7 | $10,000+
Invest $10,000+ and receive a 15% discount code for Hercules Mulligan products for 1 year.9 bottles of Rum & Rye, 2 bottles of Eyr & Rye, 2 bottles of 7YO Rye when it launches, and 10% bonus shares.
Tier 8 | $25,000+
Invest $25,000+ and receive a 15% discount code for Hercules Mulligan products for 1 year, 9 bottles of Rum & Rye, 2 bottles of Eyr & Rye, 2 bottles of 7YO Rye when it launches, and 15% bonus shares.
*In order to receive perks from an investment, one must submit a single investment in the same offering that meets the minimum perk requirement. Bonus shares from perks will not be granted if an investor submits multiple investments that, when combined, meet the perk requirement. All perks occur when the offering is completed.
Crowdfunding investments made through a self-directed IRA cannot receive non-bonus share perks due to tax laws. The Internal Revenue Service (IRS) prohibits self-dealing transactions in which the investor receives an immediate, personal financial gain on investments owned by their retirement account. As a result, an investor must refuse those non-bonus share perks because they would be receiving a benefit from their IRA account.
The 10% StartEngine Venture Club Bonus
Hercules Mulligan will offer 10% additional bonus shares for all investments that are committed by investors who are eligible for the StartEngine Crowdfunding Venture Club bonus.
This means eligible StartEngine shareholders will receive a 10% bonus for any shares they purchase in this offering. For example, if you buy 100 shares of Common Stock at $2.62 / share, you will receive 110 shares of Common Stock, meaning you'll own 110 shares for $262. Fractional shares will not be distributed and share bonuses will be determined by rounding down to the nearest whole share.
This 10% Bonus is only valid during the investors' eligibility period. Investors eligible for this bonus will also have priority if they are on a waitlist to invest and the company surpasses its maximum funding goal. They will have the first opportunity to invest should room in the offering become available if prior investments are canceled or fail.
Investors will receive the highest single bonus they are eligible for among the bonuses based on the amount invested and time of offering elapsed (if any). Eligible investors will also receive the Venture Club Bonus and Loyalty Bonus in addition to the aforementioned bonus.
Irregular Use of Proceeds
09.13.24
[The following is an automated notice from the StartEngine team].
Hello! Recently, a change was made to the Hercules Mulligan offering. Here's an excerpt describing the specifics of the change:
Issuer is extending their campaign end date to November 18th, 2024.
When live offerings undergo changes like these on StartEngine, the SEC requires that certain investments be reconfirmed. If your investment requires reconfirmation, you will be contacted by StartEngine via email with further instructions.
06.21.24
Dear Revolutionaries
Some important news to share! As of today, The Herc location is ours! We’ve signed the lease and secured our liquor license for in NYC!
After a year of searching and six months of negotiations, we’re thrilled to move forward. The Herc is located at 220 Front Street, South Street Seaport, Lower Manhattan. Our target opening is by Labor Day, with a soft opening this summer. Visitors can enjoy our spirits, buy bottles, and pick up HM merchandise. This venture is profitable as it avoids middleman costs, allowing full margin revenue.
Business-wise, we've faced challenges with high post-pandemic inventories, inflation, and interest rates. Despite these, distributor depletions are up 14% YoY, and we’re now in over 3,000 accounts. Our strategy is to focus on core markets, spend efficiently, and ensure ROI-driven initiatives.
Looking ahead, we plan to launch HM’s Secret Reserve this Fall, featuring rare, aged spirits. Internationally, we've partnered with Bemakers in Denmark for EU logistics, compliant packaging, and a branded European online store.
For funding, we’re launching a new crowdfunding campaign via Start Engine at $2.62 per share, with perks for higher investments. This will support sales, marketing, and working capital.
We've decided to continue with our yearly cadence of StartEngine rounds, especially due to The Herc.
Thank you for your support of Hercules Mulligan. To say the least, we would never be here without you, and we are very grateful for the amazing community that supports HM. This year has not been the easiest, and having the news as Herc in this market are absolutely amazing.
Members get an extra 10% shares in addition to rewards below!
Venture Club
Venture Club Members earn 10% bonus shares on top of this and all eligible investments for an entire year. Not a member? Sign up at checkout ($275/year).
Tier 1
Invest $100+ and receive a 5% discount code for Hercules Mulligan products for 6 months.
Tier 2
Invest $250+ and receive a 10% discount code for Hercules Mulligan products for 6 months.
Tier 3
Invest $500+ and receive 1 bottle of HM Eyr & Rye or HM Rum & Rye + a 10% discount code for Hercules Mulligan products for 1 year.
Tier 4
Invest $1,000+ and receive a 15% discount code for Hercules Mulligan products for 1 year + 1 bottle of Eyr & Rye and 1 bottle of Rum & Rye.
Tier 5
Invest $2,500+ and receive a 15% discount code for Hercules Mulligan products for 1 year + 2 bottles of Rum & Rye, 2 bottles of Eyr & Rye, 1 bottle of 7YO Rye when it launches and 5% bonus shares.
Tier 6
Invest $5,000+ and receive a 15% discount code for Hercules Mulligan products for 1 year + 7 bottles of Rum & Rye, 2 bottles of Eyr & Rye, and 1 bottle of 7YO Rye when it launches and 8% bonus shares.
Tier 7
Invest $10,000+ and receive a 15% discount code for Hercules Mulligan products for 1 year.9 bottles of Rum & Rye, 2 bottles of Eyr & Rye, 2 bottles of 7YO Rye when it launches, and 10% bonus shares.
Tier 8
Invest $25,000+ and receive a 15% discount code for Hercules Mulligan products for 1 year, 9 bottles of Rum & Rye, 2 bottles of Eyr & Rye, 2 bottles of 7YO Rye when it launches, and 15% bonus shares.
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Carl Fredrikson
4 months ago
Any updates to this? I know there was an even in NY, but living in AZ I wasn't able to attend. I haven't seen any other communication regarding business updates or how distribution of the Perks will work. Cheers, Carl
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