Sheringham Distillery: Raising Spirits—and Capital—Through Authentic Connection

Sheringham Distillery began as a passion project on Vancouver Island, founded by partners Jason and Alayne MacIsaac. Inspired by their culinary backgrounds and the rugged beauty of the Pacific Northwest, they set out to create spirits that capture the essence of the region—both in flavour and sustainability. Their flagship Seaside Gin, infused with local winged kelp, catapulted them to international recognition after winning World’s Best Contemporary Gin in 2019.

With rising demand across Canada and the U.S., Sheringham saw a clear opportunity: scale their business while staying true to their values. In 2024, they invited their community to become a part of that journey—raising capital through FrontFundr to support their next stage of growth.

What followed was one of the most successful craft alcohol raises in Canadian crowdfunding history. Sheringham set an initial goal of $400,000 but ended up raising $1.2 million—300% of their target. The campaign attracted a mix of loyal customers and serious private capital, including nearly 50% accredited investors and a $100,000 commitment from a Vancouver tech founder who discovered the raise through Sheringham’s email list.

The funds raised will support Sheringham’s strategic expansion across North America. Key priorities include breaking into new U.S. markets, strengthening their brand and sales infrastructure, growing their award-winning Lumette non-alcoholic line, and achieving B-Corp certification to reinforce their commitment to sustainability. Through it all, Sheringham remains focused on crafting spirits that reflect their region—and now, they’re doing it with the backing of their biggest believers: their community.

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Sheringham’s raise in a snapshot

• Sheringham launched on FrontFundr with a target of $400,000, but quickly surpassed it—ultimately raising $1.2 million (300% of their goal).
• The raise attracted both everyday fans and serious capital, with nearly 50% of investors being accredited and an average investment of $8,958.
• Among the highlights: three $100,000 investments, including one from a Vancouver-based tech founder who discovered the opportunity through Sheringham’s mailing list.
• The campaign filled rapidly, with 80% of investors coming from Sheringham’s own network and 20% from the FrontFundr community.
• Email, direct outreach, and social media were the primary marketing channels—and personal follow-ups made a huge difference.
• Virtual and phone meetings converted at an impressive 75% rate, showing the power of personalized investor engagement.
• 61% of investors were based in BC, a natural fit for the Vancouver Island-based brand with deep local roots.

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Personal connections drive investment

Sheringham’s most effective strategy was building authentic, personal relationships with prospective investors. Their email list proved to be a powerful conversion tool, especially for high-net-worth individuals who were already engaged with the brand. But it was their direct outreach that truly moved the needle—Jason and Alayne personally hosted Zoom calls and phone meetings with warm leads, converting an impressive 75% of those conversations into investments.

Their highest-value investors came from within their existing network: longtime fans, mailing list subscribers, and brand partners who already trusted and loved the product. Sheringham’s team didn’t rush the process. Multiple personal touchpoints helped build trust and momentum, ultimately transforming interest into action.

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Social proof turns fans into investors

Sheringham’s award-winning spirits gave investors confidence they were backing a proven brand. Their Seaside Gin won World’s Best Contemporary Gin in 2019, and with over 20 prestigious awards and a 4.8/5 Google rating, the love for their product was undeniable.

In 2024, Sheringham was also named Business of the Year by the Sooke Region Chamber of Commerce, highlighting their operational excellence and community impact. This credibility—combined with strong customer loyalty—turned fans into shareholders. By showcasing their accolades and reputation, Sheringham built the trust needed to drive a record-breaking raise.

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Values matter to today’s investors

Sheringham’s clear commitment to sustainability resonated deeply with their investor base—especially those in British Columbia. The distillery is Surfrider Approved, Biosphere Certified, and Green Business Level designated, signaling a long-term dedication to environmental stewardship.

They also leveraged brand credibility through their partnerships and press exposure. As the official gin of the NHL’s Seattle Kraken and home to multiple award-winning SKUs, Sheringham had strong social proof that helped validate their campaign.

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‍“We’ve had multiple times over the years where people had reached out saying they’d like to invest. We love our community, so we thought, why not put it out this way where somebody can invest $500 or $50,000 and truly own a piece of Sheringham. One of our goals going into this is to be 4% community-owned, and we love the idea of teaming up with our supporters and then having all these ambassadors out there.”

-Alayne MacIsaac, Sheringham Distillery CEO & Co-founder

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Sheringham Distillery is proof that values-driven consumer brands can raise significant capital by inviting their community to invest. With a strong foundation of product love, environmental leadership, and personal connection, Sheringham turned fans into shareholders and made history doing it.

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