PROPOSAL NAME:
MutantsBeer: Bringing the ApeCoin Ecosystem to the Real World, One Beer at a Time.
TEAM DESCRIPTION:
We’re a brother and sister team, who are inspired by our deep family roots in northern Spain—a small region renowned for producing 95% of the country’s hops. Growing up, we were immersed in the traditions of this region, which sparked our curiosity for brewing. In 2022 we bought our be(er)loved MAYC and the rest is Mutants Beer history.
Alberto (@tabarrial) - Founder and Chief Beer Officer
I’m passionate about technology. In 2005, I fell in love with GNU Linux open-source world. Later, I began working in this field, eventually becoming a Linux RHCA Architect with several tech certifications. I’ve scaled up a technology project from scratch that now serves hundreds of small companies in my country. I’m a restless self-taught person who dives into details until I achieve results. My expertise spans multi-disciplinary knowledge in technology and project/team management. I’ve led learning paths to train technology senior teams in companies ranked among the 100 most valued in the world, as I love to share knowledge. I am also a proud co-founder of IberianApesYC, the BAYC club of our geographical region.
Ana (@dataxana) - COO, Operations, Project Manager, and Finance
I have multidisciplinary experience with an IT technical background. I possess deep knowledge in organizational science, documentation, and information management. With 12 years of experience as a Scout Leader, I now represent the local council in our region for a non-profit organization that educates young people through outdoor activities and human values. Working with multiple groups comprising 3,000 youths, I have experience managing large budgets, events, and teams.
Team, Collaborators, and Advisors:
- Steven Rodriguez - Business developer and Event Manager. Event organization with Polygon Guild and W3B Labs, and business development in the startup ecosystem.
- Manu García - PR and DeFi Advisor. Within the crypto ecosystem since 2017 with multidisciplinary knowledge. PR at events.
- Jose García - PR and I+D. Trend scouting, built MVPs for POAP and other companies serving as a link for brands entering web3. PR at events.
- Fran Fernández - Logistics chain and warehouse. Senior experience in support management and quality control of operational processes.
- Jorge Luengo - Product designer and graphics.
- Iván Arjona & Jacopo Lanza - Senior illustrator artists feeding our brand imagination.
- Víctor Jimenez - Commercial director. More than 10 years of experience opening sales channels in the beverage sector for major brands of soft drinks, beers and spirits.
- Craft brewers - Tasters and research into beer recipes, serving as consultants for major brands, independent professionals.
- Bored Counsel - Aaron Haber (Approved AIP Author, MBA #00185), Ernest Lee (Attorney, Accountant MBA 00433 + MBA 00464)
PROPOSAL DESCRIPTION:
Beer is everywhere, the bars, the stores and most likely in your fridge. Mutants Beer will use beer to onboard people to the $APE/ApeChain ecosystem.
The APECOIN ecosystem needs continuous and massive exposure in real life. We use beer as a battering ram, placing thousands of cans with apes in hundreds of locations at once, incentivizing narratives and conversations over time.
We filmed a documentary to give everyone a deeper understanding of who we are and right now we are working on this, so this is the preview:
Check out here: Mutants Beer Documentary preview
TL;DR
- We’re giving the DAO a 2.5% gross revenue, bringing real value back to the DAO with financial returns. Beer is everywhere, and we’re leveraging it to onboard people to ApeChain and the ApeCoin ecosystem.
- We offer real-world exposure for $APE, ApeChain, Made By Apes (MBA), and the entire Ape DAO Member ecosystem through branded beer cans at events and distributed to bars, taverns, and stores.
- We enable Apes, and DAO stakeholders to use their IP for free, earning revenue from sales while building with their assets.
- We plan to open tap rooms featuring professional booths where people can enjoy beer with the Web3 community.
- We’re onboarding users via our game, the Grail Challenge. NFTs on APECHAIN—creating continuous engagement without pump-and-dump dynamics.
- We’re expanding beer sales using a Web2 go-to-market strategy, channeling liquidity from the consumer goods market toward the DAO.
Actions, Not Just Words
MutantsBeer began its journey in November 2022, bringing ape vibes to the real world during the depths of the bear market. With funding entirely from the founders, we demonstrated our unwavering commitment, determination, and independence.
Over the past two years, we’ve participated in more than 100 events across 10 countries. These included conferences, festivals, Web3 meetups, Yacht parties, BAYC Club House gatherings, ApeFest, and even web2 venues. Our mission has always been to spread APE vibes far and wide . Now, we’re ready to scale our efforts to the next level.
You can explore a compilation of our event locations here: MutantsBeer Event Locations
(Large events: 1,000–10,000 people; Medium: 100–1,000 people; Small: up to 100 people)
Collaborations and Partnerships
We’ve collaborated with some of the biggest names in the space, including:
- Yuga Labs
- PancakeSwap
- Polygon Labs
- Halborn Security
- BGame Alliance
- Dextools
- Pizza DAO
- Boring Security
- Thank Ape
- World of Women
- Mutant Cartel
- Chimpers
- NFT Fest
- DextForce Festival
- BlockDown Festival
- NFT Lugano and Intraverse
- ETHcc Builder Hauz
- BoredIn Creator House
- Sleap .io, and many more.
At ApeFest 2024
At ApeFest 2024, we showcased our vision for the future. We’ve featured over 150 different Ape IPs on our cans, alongside ApeCoin, and MBA logos, to amplify the ape ecosystem’s visibility. Additionally, we’ve collaborated with IP such as Mutant Hounds and World of Women in custom editions for events, also included to the cans others such as CoolCats, and DeadFellaz—all of which have vibrant communities contributing to the Web3 movement. Our beer represents Web3 culture in the real world, with Apes leading the way.
Check out here: Apefest 2024 video events
Beer Flavors
Currently, we offer two flavors:
- Original: A gluten-free, green lager (4.5% ABV), designed for broad appeal.
- Elixir: A fruity Triple IPA (9.5% ABV), crafted for craft beer enthusiasts and debuted at ApeFest in Lisbon.
Learn more about our flavors here: MutantsBeer Flavors
Organic Exposure
MutantsBeer has been featured organically in third-party content, including:
- Mass media and conferences.
- Videos and podcasts.
- Magazines, books and comics.
- Songs and radio programs.
- 3D renders, illustrations, and digital creations.
- UGC apps, video games, and metaverse experiences.
We’ve also partnered with numerous Web3 builders to expand ape culture further and every month we appear with our progress in the BAYC Council MBA newsletter.
Check out BAYC Council monthly newsletter: MutantsBeer in Council Newsletter
Check out our story in this video: MutantsBeer Journey Video
ApeCoin Programs We've Participated In:
- ThankApe BBAC (Season 6)
- ApeCoin GWG Small Grants
- ApeCoin University: First Open Campus Training Program
- Delegate Accelerator (Managing our own delegation with over 60K ApeCoin)
- ApeCoin Creator Assembly and MarComm Events
- ApeCoin Foundation “Powered by ApeCoin” branding approval
PROPOSAL DETAILS:
1. Onboarding users to APECHAIN with the Grail Challenge
Description:
We’re developing a game on APECHAIN that allows players to mint ERC-1155 NFTs. Players must collect 100 different puzzle pieces to complete the challenge. The first player to collect all 100 pieces will receive an airdropped Mutant Ape Yacht Club (MAYC) NFT. All minting profits will be used to purchase the next MAYC, enabling us to repeat the process continuously.
Goals:
- Drive new users to join the APECHAIN ecosystem.
- Create a consistent purchasing flow for MAYC assets.
- Increase visibility for BAYC/MAYC assets.
- Generate brand engagement by offering a MAYC to participants.
- Establish a self-sustaining game that focuses on long-term participation.
Commitment:
- Develop and launch the Grail Challenge on APECHAIN.
- Implement participation mechanics to encourage ongoing engagement.
2. Empowering holders to Build with Their IP and Earn Revenue
Description:
We’ll offer BAYC/MAYC holders the opportunity to include their IP or logo on MutantsBeer cans at no cost, using a token-gated legal agreement. This initiative allows holders to build with their IP professionally, even if they lack the resources to do so independently. Our Ambassador Program includes a referral system where each Ape can earn revenue from their IP, either online or by distributing the beer to local venues.
Every quarter, we’ll open slots for 250 new Apes/MBAs/DAO Members to be added to the existing production with custom cans. We’ll prioritize MBA-licensed builders, DAO Members already developing their IP, historical holders, and a few other rules designed to attract those who want to build with their IP. We’ll notify the community at the start of each period and welcome any outreach anyone can give to reach out to more apes. We’ll detail some common sense rules in our “Ambassador Plan” prioritizing active apes in the community, local communities, unlisted apes, apes used from PFP, and apes with a builder track record in the community.
Commitment:
- Develop technology to create referral systems and automate the onboarding process.
- Establish legal protocols for IP licensing and token validation.
- Generate revenue through sales to enhance IP utility for holders.
3. Expanding exposure for APECHAIN, ApeCoin, MBA, and DAO Stakeholders
Description:
By featuring logos on beer cans in numerous Bars, Taverns, Chain/local Stores, and events we’re amplifying the presence of the $APE ecosystem, APECHAIN, ApeCoin initiatives, and other DAO members. We will create custom cans to promote DAO partners like Animoca, Boring Security, Ape Express, Blever, and other DAO Members, engaging in subtle, but effective marketing.
[Note: The brands mentioned above should be seen as examples. They are all stakeholders and/or participants in ApeCoin, the DAO, or ApeChain, and this opportunity can be extended to others (like CryptoisFun), provided they meet certain requirements and demonstrate commitment to the DAO.]
Commitment:
- Participate in dozens of events, expanding the Ape ecosystem’s visibility.
- Create more can designs featuring APECHAIN, ApeCoin, DAO stakeholders, MBA projects, and custom sponsor editions.
4. Go-to-Market Strategy for Web2 Audiences
Description:
Beer appeals to a broad audience, and we’re aiming to penetrate the craft beer market by establishing commercial strategies and logistical operations. We brew as nomadic brewers, allowing us to partner globally while maintaining a unified brand strategy. We’re focusing on expanding across Europe, a region with significant growth potential in the crypto market.
Since we are also the entry point for newcomers to crypto, we will also develop “evergreen” knowledge pills to keep people connected with us (apes) and on which we will drive our email-marketing strategy.
Commitment:
- Expand MutantsBeer into craft beer distribution channels and Web2 venues.
- Establish distribution points in major European capitals.
- Develop partnerships globally in the mid to long term.
- Return profits to the DAO proportional to its ownership stake once critical mass is achieved.
5. Establishing MBA Bodegas and Taprooms
Description:
We plan to open taprooms with high-quality setups, creating physical spaces where the Web3 community can gather. These venues will also showcase products from other MBA builders, offering free cross-marketing opportunities. By displaying samples and providing QR codes, we direct patrons to other MBA projects, fostering a collaborative ecosystem.
We will curate a dedicated collection of MBA products for events, supported by a budget (including in this AIP) specifically allocated for purchasing additional MBA offerings. This approach will enable us to expand our reach and collaborate with as many MBA builders as possible. By showcasing a unified presence, we will exponentially increase the likelihood of attracting interest from attendees, fostering engagement across the broader ecosystem.
As a first step, we will launch mobile taprooms as an MVP in food markets and other venues. These will serve as a foundation for establishing long-term business relationships, which will eventually pave the way for opening permanent taprooms in strategic locations.
We also collaborate to boost the BAYC ecosystem at the right time, like this Dookey Dash IRL local tournament we organized and we will planing to boost this kind of iniciatives.
Check out here: Dookey Dash IRL local tournament
Commitment:
- Create taprooms in various locations to promote MBA products.
- Include more MBA brand logos on MutantsBeer cans to increase their visibility.
BENEFIT TO APECOIN ECOSYSTEM:
- 2.5% gross revenue annually, after reaching project sustainability, bringing real value back to the DAO providing financial returns.
- Extensive real-world exposure for ApeCoin, ApeChain, MBA, Apes, and DAO Members, with their IP (over 150 opportunities to start) on beer cans acting as ambassadors first across Europe, then to other regions.
- Empowering every APE holder to build with their IP on MutantsBeer cans for free, earning revenue through our Ambassador Program.
- Onboarding the masses to APECHAIN through the Grail Challenge, fostering sustainable ecosystem engagement.
- Supporting MBA projects with taprooms and bodegas, offering exposure and sales opportunities for other Ape builders.
- Positioning the Ape ecosystem in the consumer goods market, capturing liquidity from Web2 audiences.
- European hubs for MBA initiatives, serving as reference points for other brands to expand in Europe.
- Providing onboarding materials for newcomers, led by the Ape ecosystem.
**(Initially proposed company ownership of 7.5% to the DAO aligning incentives long-term growth, but we have change to this approach following DAO tendence due to gross revenue prefferences in previous projects).
DEFINITIONS:
- MBA: Made By Apes.
- Grail Challenge: Our self-sustaining game to buy and airdrop MAYC asset continuously, while performing massive on-boarding on Apechain.
- BBAC: Build by Apecoin program by Thank Ape.
- Apecoin GWG: Governance Working Group.
- Tap-rooms: Places where to find varieties of craft beers.
- Chief Beer Officer: Head of Mutants Beer team.
- RHCA: Red Hat Certified Architect.
- GNU: Free software operating system, mass collaboration project.
- PR: Public relations.
- UGC: User generated content.
- ABV: Alcohol by volume
- IPA: India Pale Ale, a type of beer characterized by fruity flavors and distinct hop notes.
- MVP: Minimum viable product.
- IRL: In real life.
STEPS TO IMPLEMENT:
Milestone 1
Start Date - upon funding from DAO
- Create the legal and administrative structure.
- Provision for start-up operations.
- Acquisition of recording equipment and technical materials.
- Start purchases of MBA products.
- Develop legal protocols for IP agreements.
- Launch the Ambassador Program.
Cost: $180k
Timeline: 2 months
Milestone 2
Start Date - Mid milestone 1
- Website and tech integrations.
- Product design adding new IPs.
- Beer brewing for BAYC/DAO holders’ launch (250 new IPs semiannual).
- Build a professional booth.
- Provision for event attendance and taprooms.
Cost: $160k
Timeline: 2 month
Milestone 3
Start Date - upon completion of milestone 2
- Develop the Grail Challenge game on APECHAIN.
- Start of marketing campaigns.
- Create audiovisual content and release the documentary.
- Start of Go-To-Market strategy.
Cost: $140k
Timeline: 2 months
Milestone 4
Start Date - upon completion of milestone 3
- Expand APECHAIN integration for the Grail Challenge.
- Launch mobile taprooms as MVPs.
- Grow business development and partnerships.
Cost: $114k
Timeline: 3 months
Milestone 5
Start Date - upon completion of milestone 4
- Launch permanent taprooms in strategic locations.
- Expand MBA collaborations for bodega displays and IRL activations.
Cost: $90k
Timeline: 3 months
Second year
- Growth plan powered by the foundational structure developed in year one.
**For the sake of simplicity, other tasks that are recurrently executed in parallel such as event attendance, operational tasks, etc. have been excluded from the list.
REPORTING EXPECTATIONS:
- Quarterly Reports:
- Updates on progress, achieved goals, and upcoming challenges.
- Metrics on ecosystem engagement (e.g.,financials, wallets, NFTs or sales).
During AIP execution, transparency reports will be provided on the ApeCoin DAO Discourse quarterly to ensure transparency and accessibility for the community.
We plan to present the final report once the fundraising is complete. We will continue to report our results to the foundation every year (at the end of the year).
OVERALL COST:
“Total amount requested from the ApeCoin Ecosystem Fund = $684,000 USD”
-
Operational capital: $150k
- Supporting start-up operations: Initial warehouse rental, initial vehicles, production costs, expenses in opening distribution channels, daily cash needed to start operations.
- Staff costs: Payments to the people who will create the structures on which to growth.
-
Events + MBA Bodega: $185k
- So far we have done more than 100 events. Our plan is to cover 100 more events during the next 2 years, but maybe it will be 90 or 120. Events are a big time investment for the team and we have to deal with long-term sustainability as a main focus. We will evaluate the events in which we participate, but we will definitely do dozens and dozens more events. We will publish the full list of events in our reports. The budget for each event includes product transport, equipment, audiovisual production, logistics and team expenses.
-
Product IP development: $68k
-
Management, Legal and Compliance: $48k
-
Go to Market web2: $158k
-
Marketing, Business Development and Partnerships: $75k
FUNDING TRANCHES
Q1 2025: $180k (upon successfull AIP passing)
Q2 2025: $160k (first week April 2025)
Q2 2025: $140k (first week June 2025)
Q3 2025: $114k (first week September 2025)
Q4 2025: $90k (first week November 2025)
| Expense Block | Concept / Item | Iterations | Amount | Total |
|---|---|---|---|---|
| Operational capital | ||||
| Supporting start-up operations and staff costs | 1 | $150k | $150k | |
| Events + MBA Bodega | ||||
| Participation in dozens of events (medium, small): product shipment, team, audiovisual, logistics, and transportation costs | 1 | $140k | $140k | |
| Registration for large events | 1 | $20k | $20k | |
| Purchase of recording equipment and technical materials | 1 | $7k | $7k | |
| Professional booth improvement (carpentry, signage, tables, tarps, portable signage, lighting, travel cases) | 1 | $7k | $7k | |
| Purchase of MBA sample products for exhibition and promotion | 1 | $10k | $10k | |
| Graphic design and illustrations for event promotion | 1 | $6k | $6k | |
| Product IP development | ||||
| APECHAIN game development | 1 | $15k | $15k | |
| Legal expenses for the creation of intellectual property license agreement protocols | 1 | $8k | $8k | |
| Ownership validation with software using NFT technology | 1 | $3k | $3k | |
| Product design and illustration for BAYC/MAYC holders, MBA and DAO stakeholders | 1 | $7k | $7k | |
| Technical development of referral system back-end | 1 | $5k | $5k | |
| Production for BAYC/MAYC holders’ launch (semiannual) | 4 | $5k | $20k | |
| Software integration with tech platform | 1 | $5k | $5k | |
| Management, Legal and Compliance | ||||
| Legal and administrative expenses structure for expansion and DAO ownership/revenues | 1 | $15k | $15k | |
| Regulatory compliance for expansion | 1 | $10k | $10k | |
| Legal contingency fund | 1 | $18k | $18k | |
| Software subscriptions | 1 | $5k | $5k | |
| Go to Market web2 | ||||
| Commercial strategy for web2 go-to-market | 1 | $8k | $8k | |
| Tap-room openings (24 months) | 4 | $10k | $40k | |
| B.Development and logistics (24 months) | 4 | $12.5k | $50k | |
| Operations for Go-To-Market launch (24 months) | 4 | $15k | $60k | |
| Marketing, Business Development and Partnerships | ||||
| Boring Security Supporter Grid | 1 | $10k | $10k | |
| Partnerships for community engagement | 1 | $10k | $10k | |
| Social media advertising launch | 1 | $10k | $10k | |
| Creation social media audiovisual content | 1 | $20k | $20k | |
| Growth-hacking marketing | 1 | $8k | $8k | |
| Communications plan structure | 1 | $9k | $9k | |
| Structure for email marketing campaigns | 1 | $8k | $8k | |
| Total | $684k |
Representing the commitment of the founding team and inspired by AIP-463, if this AIP is passed, these are committed to contribute with an additional $100K to execute the plan. The funds would cover the needs for the next two years to scale Mutants Beer.
