The pitch
What walked into the Den
Bottle Shot Brew appeared on Dragons' Den in season 19, episode 7, which aired in 2022, pitched by Annie Mitchell.
In the pitch, Bottle Shot Brew asked the Dragons for £80,000 for 10% of the business, valuing the business at about £800,000.
After the show
What happened next
Bottle Shot Brew struck a deal in the Den.
Our read
The Hub verdict
Annie Mitchell priced Bottle Shot Brew like a business that had already found its feet: £80,000 for only 10 percent, which puts the canned cold-brew coffee company at around £800,000. Asking a Dragon to accept a tenth of the equity is a high-valuation move, and it usually invites hard questions about the revenue behind it.
Peter Jones took the deal, so she left with a Dragon on the cap table for a tenth of the company. Canned coffee is a distribution game more than a product game, and on that measure the contacts an investor brings tend to matter more than the £80,000.
A tenth of the company was enough to land Peter Jones.
