PROPOSAL NAME:
The ApeWater Water Bill - Rewarding $Ape Holders and MBA Projects through custom cans at live events, retail & DTC
TEAM DESCRIPTION:
Andrew (Co-Founder) - A pioneer in the world of open format deejaying, Andrew has performed with over 100+ gold and platinum record artists and is a serial entrepreneur having launched DrinkCity (GroupOn for beverage), Warwick (popular Los Angeles nightclub) and HIRD Music Group (strategic partnership with Jim Henson Studios).
Itai (Co-Founder) - A CPG brand specialist, with over 17 years experience in brand execution. Itai has successfully overseen the incubation and launch of 23 CPG brands including influencer/celebrity brands (e.g., Kenall Jenner and Millie Bobby Brown) at some of the world’s leading retailers like Ulta, Target, Amazon, UO, and Walmart.
GΞNΞ (Advisor) - With over a decade of experience in corporate strategy and business operations within The Wonderful Company, Gene has established himself as a powerhouse in the consumer packaged goods (CPG) industry. Gene’s career has been defined by shaping and evolving household name brands, including FIJI Water, POM Wonderful, Wonderful Citrus, and Justin Wines. Over the last 3 years, he’s brought these skills and experiences to bear on behalf of Ape Beverages and other web3 brands.
NFTGerry (Advisor) - Gerry is an OG ape, former Apecoin DAO Special Council, and founder of Ape Solar (MBA #00517-1-03155). Gerry’s knowledge and advice have been instrumental throughout this process and we cannot thank him enough for his counsel.
PROPOSAL DESCRIPTION:
Having distributed over 1 million cans at live events and retail locations, ApeWater proposes an AIP Give-Back Program to:
• Reward Ape Holders and the ApeCoin community.
• Support Made By Apes (MBA) builders by creating custom co-branded cans featuring their IP for events, activations, and retail distribution.
• Give back to the DAO and donate proceeds generated to water-related humanitarian causes around the world.
• Showcase Ape IP at IRL events to elevate visibility and drive awareness of the ApeCoin ecosystem.
ApeWater is proposing an AIP to promote ApeCoin/ApeChain and other MBA and web3-native brands by creating custom, co-branded ApeWater cans for distribution at live events, home/office delivery, and/or retail locations across the U.S. All with the goal of increasing brand exposure for ApeCoin and our selected brand partners including other Made By Apes businesses. The cans will act as an entry point for users to engage with to earn both physical and digital incentives. Through this “drink-to-earn” system, users can participate in a loyalty program intricately tied to the ApeCoin ecosystem, offering rewards and experiences such as entry to live ticketed events, educational content on ApeCoin/ApeChain, or exclusive merch and other digital collectibles.
In addition to building brand awareness, ApeWater’s proposal includes a charitable focus. Half of the proceeds from sales of these co-branded cans would be donated to water-related humanitarian causes worldwide, supporting communities in need of clean water. The remaining 50% would be shared with the ApeCoin DAO as royalties, generating a revenue stream to support future DAO initiatives.
The proposal also includes plans to support live events, such as crypto block parties or curated art installations at high-profile gatherings like ApeFest or Miami Art Basel, to strengthen web3 culture and ApeCoin’s visibility. This approach combines brand growth, community engagement, and mission-driven impact, all powered by ApeCoin.
BENEFIT TO APECOIN ECOSYSTEM:
- Amplifying Brand Awareness and Ape IP
By distributing co-branded ApeWater cans at live events, homes, and retail locations across the U.S., this initiative provides high-visibility marketing for ApeCoin and Made By Apes (MBA) builders. These cans act as physical touchpoints, bridging the gap between web3 and the real world while introducing ApeCoin to new audiences and reinforcing brand recognition within the web3 community.
- Supporting Builders and Showcasing MBA Projects
The program directly empowers Made By Apes builders by featuring their IP on custom-branded cans to promote their projects at IRL activations and retail partnerships, sponsoring events hosted by MBA brands with free ApeWater, helping them scale their impact and engage their audiences more effectively, and providing physical marketing tools that enhance credibility and create memorable, shareable moments for their communities.
- Creating Cultural Impact Through IRL Events
Supporting crypto-related events enables ApeCoin and our brand partners to establish a cultural presence at major web3 hubs. These gatherings create a space for the community to connect and celebrate web3 culture, reinforcing brand identity and ApeCoin’s role in the ecosystem as a major contributor to this space.
- Giving Back to the Ecosystem
The program’s shared royalty model provides an income stream for the ApeCoin DAO, supporting its long-term sustainability and future projects. For example, we would charge a modest $0.20/can (well below true hard costs) as a way to ensure all brand partners have skin in the game and as a simple way to generate proceeds, 50% of which can go back to the DAO, with the other 50% going towards water-related humanitarian causes. This initiative’s commitment reflects our dedication to social responsibility, potentially attracting like-minded supporters and enhancing our brand’s reputation as a socially-conscious entity.
Business Performance and Trajectory
Over the last three years, Ape Beverages has experienced strong growth marked by strategic expansion, brand partnerships, and increased market presence. Initially, the company gained traction by targeting crypto/web3 enthusiasts and blockchain events, where the brand resonated well with our audience. As demand grew, Ape Beverages expanded its distribution to a wider range of retail channels, securing placements in both specialty and mainstream stores across various regions in the United States. Collaborations with prominent events, high-profile endorsements, and targeted marketing campaigns helped amplify its brand visibility and attract a broader consumer base beyond the crypto community.
More recently, Ape Beverages raised a seed round with Georgia Crown as lead investor, which is the 2nd largest beverage distributor in Georgia behind only Coca-Cola. Through this strategic partnership, we now have production and shipping capabilities in California, New York, and Georgia, supporting our “Spring to Table” vision. We’re currently in over 700 outlets/venues across the US, projecting 1M+ cans in 2025, and we’re getting ready to launch retail distribution in the Southeast region next year. In addition to retail, we’re also attacking direct-to-consumer home and office deliveries, and on-premise high-impact spaces like nightclubs, festivals, hotels, and conferences, having just signed Brooklyn Mirage, Outside Lands, and Life is Beautiful, among others.
Below are some examples of the events and collaborations we’ve done over the last 2 years to give you a sense of what a future partnership might look like, or where a collaboration can might be distributed.
EVENT PARTNERSHIPS
- BAYC x NTS Event @ Art Basel (Miami, FL | Dec 2022)
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Lightning in a Bottle (Central Valley, CA | May 2023)
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World of Water (NFT LA, Los Angeles, CA | Mar 2023)
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Game of Legends (Toyota Arena, Ontario, CA | Jun 2024)
MADE BY APES COLLABORATIONS
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Bored Cuban (Miami, FL)
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The Bored Brewing Company (Calgary, CANADA)
- Ape Solar (Gulf Breeze, FL)
B2B PARTNERSHIPS
- Irv’s Burgers (Los Angeles, CA)
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Brooklyn Mirage
(Brooklyn, NY) -
Hard Rock Hotel (Miami, FL)
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Greek Theater (Los Angeles, CA)
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Outside Lands (San Francisco, CA)
RETAIL DISTRIBUTION FOOTPRINT
- Pink Dot Express (Los Angeles, CA)
- 7-Eleven (Los Angeles, CA)
- Convenience and Grocery (Las Vegas, NV)
- Bored Cuban (Miami, FL)
DEFINITIONS:
- CPG - short for consumer packaged goods, which are products that customers buy and use regularly, like food, beverages, cosmetics, cleaning products, or personal care.
- DTC - also known as Direct to Consumer, this describes the online/ecommerce channel.
- On-Premise - this sales channel includes anywhere where the product is bought and consumed on the premises, so think bars, restaurants, hotels, airports, concerts, etc.
- Retail - this channel consists of outlets like grocery stores, convenience stores, gas stations, etc. Anywhere where the product is purchased and then consumed at a later time.
- Top-of-funnel - refers to the first stage of the marketing and sales process, where brands try to achieve basic awareness.
Specifications:
1. Custom Can Program - We will partner with 15-20 web3 platforms, communities, and brands for collaborative initiatives and support relevant events to promote ApeCoin/ApeChain and the broader MBA/web3 community. Additionally, one winner’s PFP will be featured on a future production run of ApeWater cans as part of this program. We will design and produce co-branded products for distribution at retail locations and homes throughout the US and/or live events throughout the world.
2. Water Subscriptions - We will also provide up to 500 free ApeWater monthly water subscriptions to $Ape holders (US only) to incentivize participation in the ecosystem. Each subscription will include 2 12-pack trays of ApeWater delivered each month for 3 months. Subscriptions will be awarded through social campaigns to randomly select the winners. Participants will have to be following all relevant socials and pass other bot checks to win.
3. NFT Rewards - Custom cans will feature unique QR codes (geo-fenced and/or time-bound) that allows consumers to claim NFT airdrops via ApeChain. NFTs may provide exclusive digital collectibles, event access, or branded content tied to MBA projects. Rewards are designed to simplify engagement and provide a fun, seamless way to interact with the Ape ecosystem.
4. Live Events - As we all know, IRL remains undefeated. We plan to support engaging web3 activations where the physical and digital worlds intersect, where relationships can be fostered and bonds can be strengthened. By aligning with popular web3 conferences and gatherings (e.g., ApeFest, Art Basel, NFT LA, etc.), the events aim to strengthen our collective presence within the broader culture of Web3. Builders hosting events can apply for ApeWater event support for activations with discounted product.
5. Shared Royalties - We also propose offering a 50% royalty on sales of all products produced and sold as part of this program (e.g., we charge a collab partner $0.20/can, which is a ~80%+ discount to our normal rates, then we’d remit $0.10/can back to the DAO). With the other 50% we are donating to water-related humanitarian causes around the world (e.g., natural disaster relief, digging wells in countries lacking fresh water sources, etc.). Under these assumptions, we would project generating $25K+ in royalties, which would return back to the DAO and to our philanthropy partners.
STEPS TO IMPLEMENT:
- Custom Can Program for MBA Builders
Select 15-20 NFT communities/brands to support for live events or retail distribution, by designing, producing and delivering at least 5,000 custom cans per community. Communities will be selected on a rolling basis between 4-6 months out from planned delivery dates. Selection committee will consist of an internal group of our “ApeBassadors”, who are all certified members of the community. Selection will begin upon AIP approval, and will last until the end of the program (i.e., when all funds and partnerships have been exhausted). ($110k)
- Water Subscription Giveaway Program
Produce and deliver 35K ApeCoin x ApeWater co-branded cans for free monthly water-subscriptions. In order to maintain our environmental standards, these monthly subscriptions will be available to US addresses only. Upon program launch, subscriptions will be given away randomly via social gamification and other tactics TBD. The subscription program will reward consumers over the first 3 months to spread out redemptions in order to smooth out shipping logistics. The subscription program will last until all subscriptions have been rewarded.($38.5k)
- NFT Rewards Program
Custom cans will include a unique QR code that allows holders to claim NFT rewards via Ape Chain. These rewards will include digital and physical collectibles, event access, and exclusive content tied to MBA builders and the Ape ecosystem. The rewards program will leverage an existing tech platform with live functionality for profile creation and ApeChain integration. This approach ensures a simple and seamless experience for users, with additional features or gamification options to be considered for future development. ($15k)
- Event Partnership and Distribution Program
Produce and deliver 30K cans to industry events around the world. Events to be determined 1-3 months in advance of event dates. Discussions with events and conferences to begin upon AIP approval, and to be finalized within 30 days of the specific events. Potential events include ApeFest, NFT LA, Token2049, Art Basel, ETH Denver, NFC Lisbon, among others. ($45k)
- Giveback Program
Execute agreement for 50% royalty on sales generated as part of this program, to be given back to the ApeCoin DAO. DAO giveback process to begin upon AIP approval. Identify relevant water-related humanitarian causes throughout the program, and donate the other 50% royalty on sales as they are generated. Identification of relevant water-related humanitarian causes has already begun. Discussions with specific programs to begin upon completion of first successful partnership.
- Partnership Application Process
We will create a partnership application process open to all ApeCoin holders. This will allow community members and MBA builders to apply for partnership opportunities to receive heavily discounted product for their events, activations, or meetups. ($20k)
REPORTING EXPECTATIONS:
Updates to be shared at least quarterly, but also in real time as milestones are reached, and/or as every new partnership/collaboration is announced. Updates will be shared on X, as well as on website blog and/or Medium articles over the course of this program, which is roughly projected to take 18 months to complete.
OVERALL COST:
Total amount requested from the ApeCoin Ecosystem Fund = USD $228.5K
· $110K – Partner with 15–20 Made By Apes (MBA) brands and web3 businesses to develop, produce, and deliver co-branded ApeWater cans at retail locations and industry events globally.
· $38.5K – Launch 500 three-month water subscriptions in the U.S. market to reward ApeCoin holders through giveaways and raffles.
· $45K – Support community and industry events with co-branded ApeWater cans by sponsoring activations at high-profile gatherings like ApeFest, NFT LA, Art Basel, ETH Denver, Token2049, and NFC Lisbon. Create an event sponsorship application process for ApeCoin holders to apply for free ApeWater to support local events and grassroots activations.
· $20K – Partnership coordination, legal, communications, marketing, and project management to ensure seamless execution of the program.
· $15K – Setup rewards platform for digital and physical prizes
If approved, we’re open to receiving funding in 2 tranches, with the first tranche of $128.5k upon AIP approval, and the second tranche of $100k at 9 months post-approval.