The Winter Fashion Issue '21

The Winter Fashion Issue '21

Written by: CRISTINA DEPTULA

GOAT RODEO

Cheers to Social and Human Investing

Goat Rodeo Capital’s founders Fowler and Pelligrini invest in a variety of businesses, from makers of technology that supports the beverage industry to creators of alcoholic, non-alcoholic, and cannabis drinks. They like to think of themselves as consumer behavior experts.

For entrepreneurs looking to raise money it is critical to have a clear vision and indomitable will to bring it to life.

Fowler got his start through a business school internship at Gallo, which turned into a job. He always thought he’d become a management consultant, and thought of the beverage industry as an interesting business ecosystem.

Beverage sales are externally motivated. What you drink, whether beer, wine, cocktails, alcohol substitutes or flavored health drinks, says a lot about you. So you choose beverages based on that.

What makes GR unique as investors is their operator backgrounds and deep industry expertise. Fowler and Pelligrini strive to be more than just money and pride themselves on being of service to the leadership teams that they invest in.

Ideally GR becomes additional support beyond the executive team. This works best when the entrepreneur has a very clear mission and a vision of a future that WILL be true because they are going to create it.

For entrepreneurs looking to raise money it is critical to have a clear vision and indomitable will to bring it to life. That is the foundation upon which investors can build conviction, and eventually, trust can be established.

Pre-Covid, the market penetration rate for alcohol sold online was only two percent. Both Fowler and Pellegrini suspected that would increase over time because our phones and technology are changing our behavior. Then, of course, the pandemic drastically increased the share of every consumer behavior that took place online. “Sometimes, it’s better to be lucky than smart,” Fowler says.

During Covid, a number of people also learned how to create craft cocktails at home, providing more consumer demand for bartending supplies. Goat Rodeo invests in technology for the beverage industry, not just in beverage startups and brands.

Their name, Goat Rodeo, comes from the slang phrase ‘goat rodeo’ used to describe a wildly out of-control situation, like herding and roping goats. To Fowler and Pellegrini, many startups have a strong idea and vision and a few things they can do well, but everything else is a goat rodeo.

They get excited about ready-to-drink beverage businesses, about new trends in non-alcoholic beverages that taste like beer, wine, or liquor, and technology platforms that can help other businesses monetize what they offer.

There’s a consumer awakening going on out there,” says Fowler. “People are looking for healthy food and beverages, for quality in what they ingest. We’re moving away from mass produced food and beverages and towards a more mindful way of consuming.

These alcohol substitute drinks represent a fabulous new market, and we help startup founders in that space compete with Gatorade, Propel, and other nonalcoholic beverages,

says Fowler.

Goat Rodeo also takes social impact and giving back very seriously. “Most companies aim to donate one percent of their profits to charity, but really, that is such a minuscule portion of what can be done to make a lasting impact,” Fowler says. “We do our best to invest in female led firms that pay everyone a living wage.”

He also mentioned the program One Hope, which allows participants to pick a charity of their choice which will receive ten million dollars, and then they schedule a series of tastings around that cause.

All and all, Goat Rodeo is leading the world in the socially conscious way of investing in our futures.

Read more at https://issuu.com/rareluxuryliving/docs/winter_fashion_issue_2021_full_pages/156