{"data":{"type":"company_profile","id":28955,"entity_id":"wefunder:company:28955","attributes":{"canonical_url":"https://wefunder.com/pratt.standard","generated_at":"2026-06-08T08:38:25Z","updated_at":"2026-06-08T05:00:18Z","entity_ids":{"company":"wefunder:company:28955","slug":"wefunder:company_slug:pratt.standard"},"profile_visibility":{"owner_published":true,"public_search_results":true,"site_search_listed":false,"privacy_mode":"unlisted","invite_only":false},"provenance":{"source":"wefunder_public_company_profile","as_of":"2026-06-08T08:38:25Z","claims":{"total_amount_raised":{"source":"FrontCompanySummary#amount_raised","last_verified_at":"2026-06-08T05:00:18Z","as_of":"2026-06-08T08:38:25Z","confidence":"high"},"total_investors":{"source":"FrontCompanySummary#number_of_investors","last_verified_at":"2026-06-08T05:00:18Z","as_of":"2026-06-08T08:38:25Z","confidence":"high"},"active_raise_states":{"source":"Fundraise.visible(nil, nil)","last_verified_at":"2025-02-06T01:17:55Z","as_of":"2026-06-08T08:38:25Z","confidence":"high"},"latest_fundraise_state":{"source":"Fundraise.visible(nil, nil).order(funding_started_at)","last_verified_at":"2025-02-06T01:17:55Z","as_of":"2026-06-08T08:38:25Z","confidence":"medium"}}},"company":{"id":28955,"entity_id":"wefunder:company:28955","slug":"pratt.standard","name":"Pratt Standard Cocktail Co.","tagline":"Craft cocktail syrups to help home bartenders elevate their game ","elevator_pitch":"Our premium craft cocktail syrups give home bartenders access to the same quality ingredients as bars so they can make their favorite cocktails at home. For each of the last 3 years, we've doubled our revenue. Just last year, we sold more than 15,000 bottles around the country. About 1 in 5 customers are repeat\u0026nbsp;customers on Amazon.\u0026nbsp;More and more people are making cocktails at home, and we're supplying them with the premium ingredients to do it.\u0026nbsp;","location":"Washington, DC","website":"https://www.prattstandard.com","total_amount_raised":91063,"total_investors":85,"is_funded":false,"is_active":false,"quality_score":3,"related_urls":["https://wefunder.com/pratt.standard","https://www.prattstandard.com"]},"media":{"share_image_url":"https://uploads.wefunder.com/uploads/company/header_media_photo/28955/xxl_cropped_smaller-headermedia.jpg","logo_url":"https://uploads.wefunder.com/uploads/company/logo/28955/large_cropped_PS_White_in_Circle.png","header_media_url":"https://uploads.wefunder.com/uploads/company/header_media_photo/28955/standard_cropped_smaller-headermedia.jpg","cover_photo_url":"https://uploads.wefunder.com/uploads/company/header_media_photo/28955/standard_cropped_smaller-headermedia.jpg"},"links":{"company_url":"https://www.prattstandard.com","facebook_url":"https://www.facebook.com/prattstandard/","instagram_url":"https://www.instagram.com/prattstandard/","youtube_url":"https://www.youtube.com/channel/UCLMTNPHXj7yUhoaMLu79mjw","blog_url":"https://truesyrups.com/blog/"},"highlights":[],"quick_facts":[{"index":1,"claim_id":"claim-fact-1","value":"2x revenue growth year over year."},{"index":2,"claim_id":"claim-fact-2","value":"$256K+\u0026nbsp;revenue in 2018."},{"index":3,"claim_id":"claim-fact-3","value":"15,000 bottles (2500 cases) sold in 2018."},{"index":4,"claim_id":"claim-fact-4","value":"1000 gift sets sold in December 2018 through only one platform (Uncommon Goods)."},{"index":5,"claim_id":"claim-fact-5","value":"19% rate of customer return."},{"index":6,"claim_id":"claim-fact-6","value":"105 wholesale customers/retail outlets in 14 states. 5000+ customers via Amazon."},{"index":7,"claim_id":"claim-fact-7","value":"20% average gross margins."}],"team":[{"id":411614,"entity_id":"wefunder:company_role:411614","role":"employee","name":"Ben Alt","title":"Production Manager","bio":"F\u0026amp;B professional with 10 years of experience in the industry managing premium F\u0026amp;B operations","avatar_url":"https://uploads.wefunder.com/uploads/company_role/custom_photo/411614/square_cropped_57297368774__908E3909-AF12-4F6C-8AE6-552A79D9BDD5.jpg?1551388899","related_urls":[]},{"id":413558,"entity_id":"wefunder:company_role:413558","role":"employee","name":"Caroline Pratt","title":"Brand \u0026 Marketing Director","bio":"Senior Art Director @ WeWork, passionate about elegant, effective design and cocktails. (contractor)","avatar_url":"https://uploads.wefunder.com/uploads/company_role/custom_photo/413558/square_cropped_Caroline_Pratt_Profile_Picture_WW_b_w.jpg?1551904451","linkedin_url":"https://www.linkedin.com/in/caroline-pratt-9b626474/","related_urls":[]},{"id":413559,"entity_id":"wefunder:company_role:413559","role":"employee","name":"Neil Shah","title":"Strategic \u0026 Financial Advisor","bio":"Serial entrepreneur with expertise in management, marketing, and tech. Exited a recent tech venture.","avatar_url":"https://uploads.wefunder.com/uploads/company_role/custom_photo/413559/square_cropped_0.jpg?1551216428","linkedin_url":"https://www.linkedin.com/in/neil-shah-85909714/","related_urls":[]},{"id":302049,"entity_id":"wefunder:company_role:302049","user_entity_id":"wefunder:user:178160","role":"founder","name":"Tory Pratt","title":"Founder","bio":"Self-taught chef, background in specialty food, with a passion for quality food and drink","avatar_url":"http://uploads.wefunder.com/uploads/user/avatar/178160/large_cropped_MessHall_TrueSyrups_Dec2017-48.jpg?1551215914","profile_url":"https://wefunder.com/torypratt","linkedin_url":"https://www.linkedin.com/in/victoria-pratt-0876a21a","related_urls":["https://wefunder.com/torypratt"]}],"featured_investors":[],"investor_memos":[],"tab_counts":{"posts":0,"ask_questions":13,"featured_investors":0,"faq_entries":5},"active_fundraises":[{"id":20085,"entity_id":"wefunder:fundraise:20085","state":"successful","offering_type":"4(a)(6)","funding_type":"note","structure":"convertible_note","security_type":"debt","currency":"USD","testing_the_waters":false,"min_purchase":100,"max_purchase":9,"funding_target":50000.0,"funding_started_at":"2019-03-02T00:32:05Z","funding_closed_at":"2019-06-15T04:00:59Z","auto_close_at":"2019-06-15T03:59:59Z"}],"latest_fundraise":{"id":20085,"entity_id":"wefunder:fundraise:20085","state":"successful","offering_type":"4(a)(6)","structure":"convertible_note","testing_the_waters":false,"can_invest_now":false,"funding_started_at":"2019-03-02T00:32:05Z","funding_closed_at":"2019-06-15T04:00:59Z","terms":{"eb":null,"nb":null,"txt":null}},"recent_posts":[],"q_and_a":[{"id":159855,"entity_id":"wefunder:comment:159855","question":"Hi Tory, Can we get some update from you?","author_name":"Martin Ivanov","votes":1,"created_at":"2021-07-25T19:20:03Z","canonical_url":"https://wefunder.com/pratt.standard#question-159855","answers":[]},{"id":133139,"entity_id":"wefunder:comment:133139","question":"Any further updates for 2021?","author_name":"Corey Fagles","votes":1,"created_at":"2021-03-01T22:41:10Z","canonical_url":"https://wefunder.com/pratt.standard#question-133139","answers":[]},{"id":65225,"entity_id":"wefunder:comment:65225","question":"any news?","author_name":"William Dorn","votes":1,"created_at":"2019-10-04T20:15:23Z","canonical_url":"https://wefunder.com/pratt.standard#question-65225","answers":[]},{"id":58940,"entity_id":"wefunder:comment:58940","question":"Any updates","author_name":"Tim JOHNSON","votes":1,"created_at":"2019-08-04T22:46:11Z","canonical_url":"https://wefunder.com/pratt.standard#question-58940","answers":[]},{"id":36405,"entity_id":"wefunder:comment:36405","question":"20% gross margins seem low for the industry. Is that primarily due to higher costs or a lower ASP? What are you doing to increase your margins? Thanks!","author_name":"Craig J. Vom Lehn","votes":1,"created_at":"2019-03-07T19:38:20Z","canonical_url":"https://wefunder.com/pratt.standard#question-36405","answers":[{"id":36426,"entity_id":"wefunder:comment:36426","answer":"Thanks for the question, Craig. This is due to higher costs, which this investment will help us reduce.\u0026nbsp;Our 20% gross margin\u0026nbsp;is a combination of our gross margins for Amazon and for wholesale. Our Amazon gross margins are around 7%, meanwhile our wholesale margins are around 44%. We also include our Amazon advertising and production labor costs in our COGS, unlike some companies. There are a number of ways we plan to reduce our costs using this investment- 1) hiring sales staff will increase revenue from the wholesale side of the business, which has better gross margins than Amazon, 2) purchasing CoGS in bulk and doing larger production runs will allow us to reduce material costs and reap the labor efficiencies of larger production runs, and 3) purchasing better production, bottling, and labeling\u0026nbsp;equipment will reduce labor costs for production. We also expect our gross margins on Amazon to improve as we grow our customer base there because our ACoS for return customers will be less than the cost of acquiring new customers.\u0026nbsp;","author_name":"Tory Pratt","votes":1,"created_at":"2019-03-08T01:53:52Z"}]},{"id":185453,"entity_id":"wefunder:comment:185453","question":"Hello Pratt Standard team, any update you can provide to the state of the business?","author_name":"Corey Fagles","votes":0,"created_at":"2021-12-29T16:18:38Z","canonical_url":"https://wefunder.com/pratt.standard#question-185453","answers":[]},{"id":127623,"entity_id":"wefunder:comment:127623","question":"Hi Tory, Can you provide us with an update? We've invested in this company not only to watch and wait but to also help you grow.","author_name":"Martin Ivanov","votes":0,"created_at":"2021-01-31T15:05:20Z","canonical_url":"https://wefunder.com/pratt.standard#question-127623","answers":[]},{"id":76580,"entity_id":"wefunder:comment:76580","question":"Hi Tory, are you able to provide any recent updates?","author_name":"Corey Fagles","votes":0,"created_at":"2020-02-02T19:12:56Z","canonical_url":"https://wefunder.com/pratt.standard#question-76580","answers":[]},{"id":52003,"entity_id":"wefunder:comment:52003","question":"Hello Tory, Just got a shipment of the syrups today. Looking forward to trying them out. In the meantime a few Qs: Product: Is there pasteurization in play for the products? I read through some examples of prior customer-feedback about molding in some instances, what has been done to combat this? Some of the brands in the same CPG-space avail out here: Small Hands Foods, Raft, Cocktail \u0026amp; Sons, Iconic are doing both pre-Prohibition and new riffs. Are the PSCC flavors in the current product range the ‘core’ for the moment, or are there other newness coming to market in the near future? Channels: Is there planning to expand your owned DTC footprint? While Amazon is a great initial tool for building access to the brand, its margins \u0026amp; structure make for growth limitations in the online space once the footprint becomes too large. Aside from distilleries as mentioned, is there tactical planning being done around Wholesale distro into more retail liquor chains? PR: any avenues yet for input and/or potential future marketing crossover with industry pros or events? (ie. World Class finalists/winners, peeps with industry-recognition, Tales, Speed Rack, etc) Team: Who are PSCC’s next critical-hires you envision bringing aboard after the Sales Rep as mentioned? Future: Your Q\u0026amp;A was thorough [which is nice to see], anything about the future that might not be in there you want to throw out there for us?","author_name":"Michael W","votes":0,"created_at":"2019-05-04T03:24:52Z","canonical_url":"https://wefunder.com/pratt.standard#question-52003","answers":[{"id":52044,"entity_id":"wefunder:comment:52044","answer":"Thanks for your questions, Michael, and for buying the syrups. Feel free to email me at tory@prattstandard.com, or call me at (215) 817-4828 and I'll run you through a tasting. ​Product: We use a version of hot-processing for the products called hot fill. Our process is approved by the Cornell Food Processing Authority and maintained with paperwork and a HACCP. We take every instance of mold or other exceptions very seriously. We have never had to do a recall and always replace customer product if there is a documentable issue like that.\u0026nbsp;Our current product line up is what I consider our core, and we've considered releasing more one-off modern flavor\u0026nbsp;syrups like the other brands have done. I suspect that is more for on-premise than off-premise, and I can't see those syrups becoming staples in people's homes. That's what we're going for-staples. The next product we're set to release I am very excited about. It fits into the classic space, but it's something very few people are doing, and it's mixable 1:1 with liquor, with no other additives. It could easily overtake the ginger as our most popular.Channels: I agree that Amazon is a great marketing tool for us, but in the long-term it's really just a great way to access a new customer base and advertise. We are making active inroads in growing our retail presence not just in distilleries. When we enter a new market, our plan is to do a city-wide marketing and events blitz, combining sales calls to distilleries, premium liquor stores, trade show events, and cocktail classes in the new city. What's critical to this is securing proper distribution to help maintain and service\u0026nbsp;these accounts. Distribution will be key for access to larger liquor chains in the future. We want to first establish a presence and at least a small customer base in new cities so we can negotiate good deals with distributors (otherwise we'll just lose all our margin to a big distributor).\u0026nbsp;In terms of expanding our DTC presence outside of retail outlets, I also think there's a lot more we can do with our own ecommerce through our website. We will have the ability to offer a premium checkout experience and unboxing experience with this funding. Also,\u0026nbsp;in the next five years we'd also like to establish our own production facility with a tasting room/bar in the front of it where we would serve drinks, sell syrups, teach cocktail classes, and host cocktail-related events.PR:\u0026nbsp; Yes- absolutely this is something we're working on. We've promoted at Tales before, but there is a whole lot of brand overload at these events and you have to be VERY memorable to cut through the rest of the liquor brands and rise above. We came to the same conclusion- we need to be working with influencers and pros and getting them to represent our products. In the DC area, we already know a number of pros who use our ingredients, and we even have some that order our stuff off Amazon. We've toyed with hosting our own cocktail competition in DC before, but it's never been a priority with our limited funding.\u0026nbsp;Team: I think the most important next hire after a sales rep will likely be a second sales rep- either someone under this sales rep or someone with the same role but in a different territory. I'm a fan of not hiring unless you need to, and then when hiring-do it right and pay people well to stay. I'm working now on building out an advisory board with people who are smarter than me, and have grown small food or liquor brands to acquisition, to help fill in competencies that we don't have. Obviously we will grow past the point of a sales team, production team, me, Neil, and Caroline, and at that point we'll work with the advisory board to determine how we need to grow.\u0026nbsp;Future:\u0026nbsp;","author_name":"Tory Pratt","votes":1,"created_at":"2019-05-04T13:49:00Z"},{"id":52045,"entity_id":"wefunder:comment:52045","answer":"Sorry- ran out of space in the other reply message. The Q\u0026amp;A is pretty thorough, but the one thing I am really excited about in our near future is a new product we're releasing hopefully in the next 3-4 months. It's a classic ingredient few are making, and it'll be mixable 1:1 with liquor, and I can't keep enough of it in my own home bar- I keep running out.\u0026nbsp;Let me know if you have any other questions at all!","author_name":"Tory Pratt","votes":1,"created_at":"2019-05-04T13:51:47Z"}]},{"id":37781,"entity_id":"wefunder:comment:37781","question":"Who is your competition? Also, what do you see are the primary threats to the business?","author_name":"Matthew Herman","votes":0,"created_at":"2019-03-17T07:45:16Z","canonical_url":"https://wefunder.com/pratt.standard#question-37781","answers":[{"id":37804,"entity_id":"wefunder:comment:37804","answer":"We have two different types of competition- traditional mixers (Rose's, Grocery Store Brands)\u0026nbsp;and other craft syrup companies (Jack Rudy, Liber \u0026amp; Co., Pickett's). I started this business because from a flavor perspective I didn't like any of the products in either of those categories for my own home bar.Traditional mixers are loaded with high-fructose corn syrup and synthetic additives, and I think\u0026nbsp;other craft mixers companies have gone to market too quickly without perfecting flavor and versatility for their mixers- their syrups taste like cough syrup to me. I have a background in food and cooking technique, and my team and I\u0026nbsp;deeply research and perfect our recipes, ensuring they can be used easily in lots of different cocktails and mocktails\u0026nbsp;without compromising flavor with synthetic additives. Our syrups are also slightly less concentrated than most of our competition, to ensure that people move through the bottle quickly and buy for a second time, as opposed to just leaving a nice-looking bottle on their bar for display.As a small business we face many threats. Most of the important ones I have outlined in the \"risks\" section of our page. Please let me know if this section does not address this part of\u0026nbsp;your question.","author_name":"Tory Pratt","votes":0,"created_at":"2019-03-17T14:52:40Z"}]},{"id":36654,"entity_id":"wefunder:comment:36654","question":"Is your customer base mainly in cities?","author_name":"Ben Simon","votes":0,"created_at":"2019-03-11T18:02:07Z","canonical_url":"https://wefunder.com/pratt.standard#question-36654","answers":[{"id":36782,"entity_id":"wefunder:comment:36782","answer":"Our retail outlets are clustered around cities, but we've noticed an interesting trend- our syrups sell faster in suburban and semi-rural retail outlets and distilleries than in cities. Our Amazon orders also cluster around cities, but we have a significant customer base in rural areas. This leads us to believe two things- cocktail syrups and craft cocktails are not a trend, and suburban and rural customers likely have to drive to cocktail bars, so drinking at home is often more feasible than going out.","author_name":"Tory Pratt","votes":0,"created_at":"2019-03-12T13:41:24Z"}]},{"id":36653,"entity_id":"wefunder:comment:36653","question":"Do you plan on expanding the cocktail classes outside of the DC area?","author_name":"Ben Simon","votes":0,"created_at":"2019-03-11T18:01:57Z","canonical_url":"https://wefunder.com/pratt.standard#question-36653","answers":[{"id":36784,"entity_id":"wefunder:comment:36784","answer":"Yes- this will be part of the job of our Sales Manager, who we will hire with this investment. When entering a new city, we will schedule trips around trade shows, set up sales meetings with distilleries and other retail accounts, and also host a cocktail class to prime our customer base there. The best part is we have great data from our Amazon sales on areas where we already have a customer base but no retail outlets, so we should be able to prospect accounts more accurately than going in blind to a new market.","author_name":"Tory Pratt","votes":0,"created_at":"2019-03-12T13:44:56Z"}]},{"id":36652,"entity_id":"wefunder:comment:36652","question":"How do you plan on getting more distillery customers?","author_name":"Ben Simon","votes":0,"created_at":"2019-03-11T18:01:45Z","canonical_url":"https://wefunder.com/pratt.standard#question-36652","answers":[{"id":36917,"entity_id":"wefunder:comment:36917","answer":"Right now, our conversion on distillery customers is about 65% (we define this as the percentage of prospected distilleries who turn into repeat customers, not just single-sale customers). This is really high, and some of it might be Founder mystique, so we're working on developing a repeatable process that doesn't require me to close sales. Right now I don't have enough time to prospect these sales outside of the DC area, but I can help to close them. Our plan for prospecting new distillery customers with our new Sales Manager (who we will hire with this investment) is to start with the national list of craft distilleries compiled by the American Distilling Institute (there are over 1600 craft distilleries in the US, and we're in just 20 of them), advertise through the ADI magazine, and prospect using a scoring system we developed based on our current distillery customers. We'll need to test and re-test our sales process until it works really well, which I will work with the Sales Manager to do. Right now we work mostly with inbound leads, so we will have a great opportunity to focus our outbound sales with a new Sales Manager.","author_name":"Tory Pratt","votes":0,"created_at":"2019-03-13T20:14:01Z"}]}],"faq":[{"question":"20% gross margins seem low for the industry. Is that primarily due to higher costs or a lower ASP? What are you doing to increase your margins? Thanks!","answer":"Thanks for the question, Craig. This is due to higher costs, which this investment will help us reduce.\u0026nbsp;Our 20% gross margin\u0026nbsp;is a combination of our gross margins for Amazon and for wholesale. Our Amazon gross margins are around 7%, meanwhile our wholesale margins are around 44%. We also include our Amazon advertising and production labor costs in our COGS, unlike some companies. There are a number of ways we plan to reduce our costs using this investment- 1) hiring sales staff will..."},{"question":"How do you plan on getting more distillery customers?","answer":"Right now, our conversion on distillery customers is about 65% (we define this as the percentage of prospected distilleries who turn into repeat customers, not just single-sale customers). This is really high, and some of it might be Founder mystique, so we're working on developing a repeatable process that doesn't require me to close sales. Right now I don't have enough time to prospect these sales outside of the DC area, but I can help to close them. Our plan for prospecting new distillery ..."},{"question":"Do you plan on expanding the cocktail classes outside of the DC area?","answer":"Yes- this will be part of the job of our Sales Manager, who we will hire with this investment. When entering a new city, we will schedule trips around trade shows, set up sales meetings with distilleries and other retail accounts, and also host a cocktail class to prime our customer base there. The best part is we have great data from our Amazon sales on areas where we already have a customer base but no retail outlets, so we should be able to prospect accounts more accurately than going in b..."},{"question":"Is your customer base mainly in cities?","answer":"Our retail outlets are clustered around cities, but we've noticed an interesting trend- our syrups sell faster in suburban and semi-rural retail outlets and distilleries than in cities. Our Amazon orders also cluster around cities, but we have a significant customer base in rural areas. This leads us to believe two things- cocktail syrups and craft cocktails are not a trend, and suburban and rural customers likely have to drive to cocktail bars, so drinking at home is often more feasible than..."},{"question":"Who is your competition? Also, what do you see are the primary threats to the business?","answer":"We have two different types of competition- traditional mixers (Rose's, Grocery Store Brands)\u0026nbsp;and other craft syrup companies (Jack Rudy, Liber \u0026amp; Co., Pickett's). I started this business because from a flavor perspective I didn't like any of the products in either of those categories for my own home bar.Traditional mixers are loaded with high-fructose corn syrup and synthetic additives, and I think\u0026nbsp;other craft mixers companies have gone to market too quickly without perfecting f..."}]}}}