# Selling Rally Beer for $2M on $920K raised · Worth Owning · Horizon

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Worth Owning · Episode 10

# Selling Rally Beer for $2M on $920K raised

Hosted by **Krystyn Harrison** · With **Alan Wood**, Founder and CEO, Rally Beer CompanyJan 2026 · 61 min

0:001:01:00

Watch or listen on[Apple Podcasts](https://podcasts.apple.com/us/podcast/alan-wood-%242m-exit-and-building-fraps-institute/id1830558138)[Spotify](https://open.spotify.com/episode/5lWsQiqTQmTu54y0uAyRpL)[YouTube](https://www.youtube.com/watch?v=r9EbvzenFKw)

## Competitors raised up to $100M. He raised $920K and paid everyone back

Overview

Alan Wood came up with Rally Beer on a 760 km solo gravel ride in 2019: an electrolyte-rich functional beer for the end of an outdoor day. He launched in July 2020 and went from zero to over $1 million in run rate in 27 months on $920,000 raised, while competitors raised $20 million to $100 million. In October 2022 he sold to Muskoka Brewery for about $2 million.

Alan explains the moves that built value on little capital: a $2,000 garage homebrew setup and a co-packer instead of a brewery, 70,000 km of store visits, run clubs that brought new drinkers into the LCBO, and an early move into non-alcoholic beer that won a national Loblaws listing. He also kept up a relationship with Muskoka from his seed deck onward, which is how the deal came together.

Then the part most exit stories skip. A first investment from Muskoka fell through, and the founders and their main investor put in $150,000 to survive one more season. The sale was 100% or nothing, and Alan took it because it returned the most to the people who backed him. Now building FRAPS Institute without outside capital, his advice to owners is to start smaller, know your true margins, and share what you are building.

Chapters

What you’ll learn

01How to win shelf space with grassroots demand

02Why a big retail listing can strain your cash

03What a strategic buyer values beyond the balance sheet

04How to build a second company with better margins

Where does your business stand today?

[Get your Optionality Score →](/optionality-score)

## More on the episode

Episode 10Jan 2026 · 61 min

Note: Krystyn, Matt and their guests may hold interests in companies discussed in this episode. Worth Owning is not financial, legal, tax or investment advice, and is for informational purposes only. Do your own research and speak with your own professionals before making any financial decision.

[Where this shows up in your businessWant a buyer who sees your full value?The Exit Partnership positions what your business is worth to the right buyer, with a Partner who has been through a sale.See the Exit Partnership →](/exit-partnership)

![Alan Wood](/images/guests/alan-wood.jpg)

Guest

Alan Wood

Founder and CEO, Rally Beer Company

Alan Wood founded Rally Beer Company, Canada’s first electrolyte-rich functional beer, and sold it to Muskoka Brewery in October 2022. He is now building FRAPS Institute, a nutrition brand for adventure dogs, self-funded this time.

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