Iconic Brands, Inc. (Iconic) engages in the development and sale of alcohol and non-alcohol brands that are 'Better-for-You' ('BFY') and 'Better-for-the-Planet'.
The company's brands include 'Bellissima' by Christie Brinkley, a premium BFY collection of Prosecco, Sparkling Wines, and Still Wines, all certified vegan and made with organic grapes. Bellissima is strategically positioned with its Zero Sugar Wines. TopPop, the company's wholly-owned subsidiary, produces low calorie, 'ready-to-go' pr...
Iconic Brands, Inc. (Iconic) engages in the development and sale of alcohol and non-alcohol brands that are 'Better-for-You' ('BFY') and 'Better-for-the-Planet'.
The company's brands include 'Bellissima' by Christie Brinkley, a premium BFY collection of Prosecco, Sparkling Wines, and Still Wines, all certified vegan and made with organic grapes. Bellissima is strategically positioned with its Zero Sugar Wines. TopPop, the company's wholly-owned subsidiary, produces low calorie, 'ready-to-go' products, ready-to-freeze ('RTF') products and ready-to-drink ('RTD') products in sustainable, flexible and stand-up pouch packaging, which includes, 'cocktails-to-go' pouches and alcohol ice-pops. United is the company's 100% owned subsidiary that sells the company's Bellissima, Bella, Sonja Sangria and other alcohol beverages to state distributors. United holds all applicable state and federal licenses in order to sell these products to state distributors in accordance with the United States three tier distribution platform.
The company has expertise in developing, from product inception to wholesale distribution or direct to consumer through the QVC distribution channel, and in branding alcohol beverages for the company's company and for third parties. The company markets and places products into national distribution through long-standing industry relationships approximately 45 national or regional alcoholic beverage distributors. The company markets and sells the following product lines:
Bellissima Prosecco - these products comprise a line of all-natural and vegan Prosecco and Sparkling Wines made with organic grapes, including a Zero Sugar, Zero Carb option, a DOC Brut and a Sparkling Rose. The Bellissima line of Prosecco and Sparkling Wines includes two new flavor profiles, a Zero Sugar/Zero Carb Sparkling Rose and a Rose Prosecco;
Bellissima Zero Sugar Still Wines - this line of five still wines was launched in March 2022 and are certified vegan and are made with organic grapes;
Bella Sprizz Aperitifs - these products comprise a line of aperitifs consisting of three different expressions, a classic Italian aperitif, an all-natural elderflower aperitif and a classic Italian bitter;
Sonja Sangria - a celebrity Sangria that the company has sold since the May 2021. This product is actively being marketed but does not represent a significant part of the company's sales;
Ready-to-Freeze and Ready-to-Drink Alcohol and Non-Alcohol Products - these products are produced under contract for third-party national and regional brands and for the company's own product line; and
BiVi Vodka - a celebrity-branded vodka that the company has sold since 2018 under the brand 'BiVi 100 percent Sicilian Vodka' and which does not represent a material portion of the company's sales.
As a result of the company's July 2021 acquisition of 100% of the equity of TopPop, the company is now a vertically integrated company that develops, produces and distributes alcoholic brands. TopPop is a product development, contract manufacturing and packaging company that specializes in flexible packaging applications in the food, beverage and health categories. It has the federal and state licenses necessary to manufacture and blend malt, wine and spirits-based products. In June 2020, TopPop opened a 27,000-square-foot FDA-approved manufacturing facility in Marlton, New Jersey with a Safe Quality Food certification. In September 2021, TopPop leased a 64,000 square foot facility for manufacturing in Pennsauken, New Jersey. In February 2022, TopPop leased an 82,000 square foot warehouse in Pennsauken, NJ, which is used for storage. TopPop has subletted 50% of the floor space in the Pennsauken warehouse in order to reduce rental costs.
TopPop brings to the company additional synergies and opportunities for cross-promoting new and existing products to a broader customer base and better positions the company to establish and support its brands and to create sustainable packaging solutions to the consumable goods market. The company's focus on lifestyle branding and the rising 'Better-for-You,' 'Better-for-the-Planet' consumer categories has made the company a leader in developing celebrity brands worldwide, such as the company's Bellissima Prosecco by Christie Brinkley. The company's intention is to be an industry leader in the brand development, marketing and sales of alcohol beverages and related products by capitalizing on the company's ability to procure products from around the world and to develop unique and innovative packaging to create brand and product line extensions. The company plans to leverage the company's relationships to add value to its products and to create brand awareness in unbranded niche categories.
For its first product line, TopPop identified the single serve, RTD and RTF as an opportunity for product and packaging innovation. TopPop introduced an alcohol-infused ice pop in June 2020 and began marketing the concept to major alcohol companies. In addition, it developed its own product line which is expected to be sold through e-commerce platforms and wholesaled directly to sports and entertainment venues. TopPop manufactured approximately 40 million ice pops during the year ended December 31, 2022. The company expects to have the capacity to manufacture over 100 million units by the end of 2023.
Segments
The company has two reportable segments: the development and sale of alcohol and non-alcohol brands that are BFY and 'better-for-the-planet' (Branded Beverages segment) and the packaging of low calorie, 'ready to go' products, RTF products and RTD products in sustainable, flexible and stand-up pouch packaging.
Brands and Products
Bellissima Prosecco, Bellissima Sparkling Wines and Bellissima Still Wines
The company markets and sells a line of all-natural and vegan prosecco, sparkling wines and still wines made with organic grapes. The prosecco and sparkling wines include two zero sugar options, a zero carb glera grape option, and a zero sugar, zero carb rose option. The company's line of sparkling wine also includes a DOC Brut and a sparkling rose, as well as a DOC pink prosecco. The company's zero sugar and less-than-one-gram of carbs still wine collection consists of a cabernet sauvignon, a chardonnay, a pinot grigio, a rose and a merlot. The company markets and sells these products under the Bellissima brand name pursuant to a license agreement entered into between the company's Bellissima Spirits LLC ('Bellissima Spirits') subsidiary, and Christie Brinkley, Inc., an entity owned by supermodel and entrepreneur Christie Brinkley ('CBI'), on November 12, 2015, which agreement was amended on June 30, 2017 and further amended on April 22, 2022 (as amended, the 'Bellissima Agreement'). During her career, Christie Brinkley has appeared on over 500 magazine covers worldwide, served as a spokeswoman for CoverGirl, and performed on Broadway, in television and in film.
The Bellissima products are produced at a winery located in Treviso, Italy. Bellissima's winery partners manage the procurement of all raw materials required to produce a finished product of the Bellissima sparkling wine and still wine collections.
Bella Sprizz Aperitifs
The company has also developed, and now markets and sells, a line of aperitifs in partnership with Christie Brinkley under the brand name Bella Sprizz. This line of aperitifs consists of three different expressions, a classic Italian aperitif typically used in making a 'Spritz,' or as the company prefers to say 'Sprizz.' The second product in the line is an all-natural elderflower aperitif that may be added as a component to a consumer's favorite cocktail or simply added to another spirit, such as a glass of the company's Bellissima Zero Sugar. The company also offers 'Bella Bitter,' a classic Italian bitter that can be served over ice with a garnish, such as a squeeze of a fresh orange, or added as a component in making a superior Negroni, a popular Italian cocktail.
Sonja Productions LLC
The company has signed a brand licensing agreement (the 'Sonja Agreement') with Sonja Productions LLC, a company owned by Sonja Morgan ('Sonja Productions'), pursuant to which the company obtained the exclusive right to use certain of Sonja Productions' intellectual property in connection with the marketing, distribution and sale of red sangria using Sonja's name, image, signature and likeness in connection therewith. Pursuant to the Sonja Agreement, the company will pay Sonja Productions a royalty of 10% of the net sales of all products sold during the term of the Sonja Agreement, including direct-to-consumer sales.
Private Label Manufacturing and Distribution
In addition to developing celebrity brands, the company has the abiltiy to develop and supply products for national restaurant chains, consumer good companies, and national retailers with high-quality, private label products through the company's designated in-market wholesalers. Private labeling presents a significant opportunity for growth of the company's business. The company can provide full-service, turnkey private labeling-enabled expertise in product sourcing, product development, brand development, marketing and distribution.
The company previously marketed and sold a line of private-label premium spirits under the Hooters brand, including vodka, gin, rum (dark & light), tequila (silver & gold), American Whiskey and Hooters Heat Cinnamon Whiskey. The company is in the process of developing a Hooters product that will be produced by TopPop, pursuant to an amended agreement.
TopPop is also launching its own brand of RTF products using an e-commerce distribution channel.
Flexible Packaging
The company's recently acquired TopPop subsidiary specializes in flexible packaging for alcohol and non-alcohol products as an alternative to cans and bottles.
TopPop also has other initiatives in place regarding recycling for its product packages and continues to work with vendors toward increasingly sustainable solutions.
Sales and Marketing
The company intends to utilize the strength of its management team and industry consultants to focus on brands that will consistently meet the needs of customers and consumers around the world. The company intends to gain brand loyalty by partnering with well-known celebrities and/or national chains, such as the company has with Christie Brinkley and Sonja Morgan, and has in the past with Chase Elliott and Hooters. The company also intends to engage in targeted and national advertising and promotional campaigns, host celebrity and other sponsored events, and to offer distribution incentives. The company intends to attain national exposure in order to drive both awareness and sales of the company's products in their markets. In addition, the company expects that on and off-premises promotions, led by the company's sales management team, will pay off in increased awareness and higher sales.
The company intends to kick off promotional campaigns with launch parties, supported by on-premises samplings, contests, on and off-premises giveaways, as well as social media campaigns, the launch of additional bottle sizes, and specialty drinks and menus. Product brochures, press kits, signage, banners, public relations, product placement, sponsorships and internet-based marketing will also be utilized to maximize brand exposure and awareness.
The company's brands were introduced at trade shows in the United States, such as NABCA and the Albany and Rochester NYSLSA.
The company also plans to participate in consumer trade shows where wholesalers and retailers are also invited. This will allow the company's sales team to meet with many of the wholesalers and retailers who are otherwise hard to reach. Advertising and promotion will also be achieved through staff training of on-premise locations; bartenders and wait-staff will be trained to fully understand the company's products and market them to customers. Incentives will then be offered to motivate sales efforts.
TopPop has engaged a major marketing agency to promote its RTD and RTF products in flexible packaging to sports and entertainment venues.
Finally, the company engages in direct-to-consumer (DTC) sales events, such as sales through QVC and websites.
Production and Suppliers
To achieve unique flavor profiles for the company's brands, including for the development and production the company's Prosecco, Sparkling Wines and newly-released Still Wines, the company collaborates with its wine maker, which has substantial expertise in blending wines with unique profiles.
Intellectual Property
The company has been granted 11 trademark registrations in the United States.
Bellissima Agreements
The company markets and sells its Bellissima Prosecco and Sparkling Wine products under a license granted by the Bellissima Agreement. Under the Bellissima Agreement, the company was granted the right to use Christie Brinkley's endorsement, signature and other intellectual property in connection with the sale of the products. The company has agreed to guarantee certain of the obligations of Bellissima Spirits under the Bellissima Agreement and to indemnify CBI and Christie Brinkley against third-party claims.
Distribution
The company has registered trademarks in the United States associated with the company's BiVi and Bella Sprizz brands or products.
The company's other brands, such as Bellissima Prosecco and Sparkling Wines or Hooters branded spirits, are either protected under trademarks owned by the licensors or under common law use, and the company uses them with the licensors' permission pursuant to the agreements that the company or its subsidiaries have entered into with them.
Governmental Regulation of the Wine and Spirits Industry
The company contracts with Dan-Kay International (an entity controlled by Richard DeCicco) for warehousing services for the alcohol beverage products that come to rest in the United States. Dan-Kay maintains a required New York State warehousing license. This license has a level allowing the third-party warehousing classified as 'product of others'.
Competition
The company's competitors include, but are not limited to, Gallo, Mionetto, Gruppo Campari, Constellation Brands, William Grant and Sons and Jim Beam Brands.
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