Reunion uach nov12

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NOV’12

SOTOL HACIENDA…BEYOND TEQUILA

WHERE BRAND BELONGS

NEXT TO ULTRA PREMIUM TEQUILAS

PRICING STRUCTURE

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KSFIt s NOM requires it to be bottled in it’s own denomination of origin :

guarantees quality anywhere in the world just like champagne & cognac

Own Category in high growth tequila segment [100% agave]

Premium Price for ultra-premium product

Award winning package

No herbicides, insecticides, fertilizers>mínimum hangover

Exceptionalysmooth [distilled to perfection in continuous double column]

Wild harvested: 1plant=1bottle

Kosher(including lepesajin plata& platinum + lácteoin crema de sotol) + 100%

ORGANIC

producto super premium a excelente precio

super-premium product at a great price

PRICE | PRECIO

PRODUCT SUPER-PREMIUM SUPER-PREMIUM

PRICE PREMIUM SUPER-PREMIUM

$ DLLS CANADA $39.95 $ 79.95

Key Success Factors

• Differentiate– We’re not competing against 1000 tequilas

– Emphasize that SOTOL is more unique than TEQUILA• requires a full plant per bottle

• (eg. What is Sotol? DVD)

– Unique flavor (pecan + sotol)

• Push to sell in white tablecloth restaurants to

position it as a Bailey’s true alternative

• Kosher Lácteo

sotolcream

DYNAMICS OF THE BRAND

IRI RETAIL SALES DATA SHOWS SOTOL SALES ABOVE MILAGRO & 1800 IN TX

IRI RETAIL SALES DATA SHOWS SOTOL SALES ABOVE MILAGRO & 1800 IN TX

RELEVANT INFO

INTERNATIONAL DISTRIBUTION + AWARDS + MARKETING KEYS

• Principal Galardón (ABARCANDO

TODO EL PORTAFOLIO SOTOL HACIENDA DE CHIHUAHUA™)

➡

SotolMarketing

NOTE OTHER DOUBLE GOLD WINNERS SUCH AS

MARTELL XO

NOTE THE PRICE

COMPARISON

Sotol HDC™ :Rusia

Sotol HDC™ : China

EAUX DE VIE / MARUSSIA BEVERAGES

Importing & Distributing Sotol HDC™ since 1999 in U.K. achieving key

activations such as with:

Harrod’s

Fortnum & Mason’s

Sotol HDC™ : EUROPE

Since 2010 grew distribution of sotol to cover all Europe and now in

Russia, Netherlands, France & Spain

Marketing keys- In designs always include cocktail

along with bottle to show method of

consumption

E MARKETING / SOCIAL

MARKETING

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ARROYO SECO BAJA 1000 CAR

2006

WEB LINK

WWW.SOTOL.COM

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Time Line Ventas EUA• 2002 Inicio de cambio de residencia Enrique Elías/Roberto Huerta.

• 2003 Iniciamos operaciones SansWinesand Spirits - Iniciamos fuerza de

representación USA.

• 2004 Consolidamos fuerza de ventas propia a la mano de Lou Sans creciendo

nuestra distribución nacional.

• 2005 Finalizan operaciones con SansWines and Spirits- iniciamos esquema de

brokers y fuerza de ventas a nivel nacional.

• 2006 Contamos con 5 representantes propios a nivel nacional trabajamos a la

mano con brokers y consolidamos distribución en varios estados de la mano de

MHW.

• 2007 Aumentamos la fuerza propia de representación a 8 a nivel nacional y

mantenemos la fuerza de brokers de la mano de MHW.

• 2008 Cambio de sede de operaciones de Texas a California sostenemos 9

representantes propios más la consolidación de brokers terminando la relación con

broker en California.

• 2009 Empezamos a disminuir el número de representantes e iniciamos

operaciones con Sazerac Company (brazo importador de RNDC).

• 2010 Disminuimos de 9 a 3 representantes (TX,CO,CA) mas la contratación de un

representante para NY, trabajando 100% con la distribución de Sazerac.

• 2012 Independizamos importación totalmente deslindándonos de Sazerac y

ganando margen, control, agilidad para implementar acciones con distribuidores y

enfoque con nuestra reforzada por el (extra margen) fuerza de ventas propia para

activar cadenas comerciales como Costco, Kroger, Albertson´s, Sam´s, WalMart,

Sotol@Canad

aAppointed Agent

Message

Finally Canadians will be able to try agave the way it should

be; kosher, organic wild-harvested desert agave either mixed

or straight offers to those looking for the next step in agave

based spirits an exquisite, unforgettable experience.

Wild Margarita 1.5 OZ. SOTOL HDC / 0.5 OZ. PREMIUM ORANGE LIQUEUR / 3 OZ MARGARITA MIX / 1 OZ FRESH LIME JUICE / HAND SHAKE OR BLEND WITH ICE / STRAIN INTO A SALT-RIMMED GLASS / LIME

WHEEL GARNISH

Hacienda Vampire 1.5 OZ. SOTOL HDC/ 1 OZ.SANGRITA/2 OZ.GRAPEFRUIT OR ORANGE SODA /1 OZ.FRESH LIME JUICE/HAND SHAKE/STRAIN INTO A SALT-RIMMED GLASS/LIME WHEEL GARNISH GARNISH

Red Diamond Martini 1.5 OZ. SOTOL HDC / 1.5 OZ. POMEGRANITE JUICE / 1 OZ CLUB

Sotol HDC™ : Canadá

Target MarketGender : Female | Male

Occupation : Students | Professionals

Age : Adults 30-60 | Young Adults 20-29

Socioeconomic level : C | B | B+ | A

Brand Attitude : Innovator.

Profile : Intelligent, illustrated, educated, looking for something

exclusive, agave-spirits-aficionado, independent (indie),

connoisseur, not mainstream, not be one of the more than

1000 tequilas & mezcals out there

Target : Men & Women willing to spend $25+ USD per bottle

Pricing Strategy

We're not competing against 1000 tequilas

Emphasize that Sotol is more unique than Tequila requirea a full plant per bottle

Denomination of origin guarantees quality anywhere in the world like champagne & cognac

Premium price for super premium product

Kosher Lepesaj certified (ONLY SPIRIT IN LCBO)

Target Retail Price 39.95 USD per case

BRAND & VERSION

AGAVE PACKAGING SHELF PRICE (USD)

SOTOLHACIENDA PLATA

100% SUPER-PREMIUM $39.95

PATRON SILVER 100% SUPER-PREMIUM $79.95

DON JULIO BLANCO

100% SUPER-PREMIUM $79.95

AVION SILVER 100% SUPER-PREMIUM $69.95

SAUZA SILVER 51% MODERATE $29.95

HERRADURA REPOSADO

100% SUPER-PREMIUM $69.95

CAZADORES REPOSADO

100% PREMIUM $36.95

PRICING STRATEGYA SUPER PREMIUM AT A PREMIUM PRICE

LCBO Competitor Shelf Prices

Pilliteri Estates Winery

Canadian wine producers

• The grapes are harvested primarilyfrom the family's vineyards of justover 100 acres, planted with vitisvinifera and French Hybrid grape varieties. Following the exactingstandards of the VQA (Vintner'sQuality Alliance) production has increased steadily since thewinery's opening, and currentlystands at 600,000 litres. Thewinery's production facilities haverecently undergone a majorexpansion, although growth in production is carefully controlledto ensure that the family's highquality standards are maintained.

Uniqueness

Only Superpremium Sotol in the world, 100% Organic and Pure, Kosher Lepesaj

certified and denomination of origin, produced by Doctor Enologist from the

prestigious “Ecole Nationale Superieure Agronomique” in Montpellier, France has

worked with such acclaimed spirits as Cognac Larsen, Moet & Chandon and

Casa Martell.

HDC™ Super-Premium Plata provides the most genuine taste of this exquisite-

fresh wild harvested agavacea only found in the Chihuahuan Desert. Its also

beautifully packaged in a clean upscale presentation, hallmark of the Hacienda

de Chihuahua brand and at a better price than super-premium tequilas.

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KSF

It s NOM requires it to be bottled in it’s own denomination of origin :

guarantees quality anywhere in the world just like champagne & cognac

Own Category in high growth tequila segment [100% agave]

Premium Price for ultra-premium product

Award winning package

No herbicides, insecticides, fertilizers>mínimum hangover

Exceptionalysmooth [distilled to perfection in continuous double column]

Wild harvested: 1plant=1bottle

ONLY SPIRIT WITH KOSHER CERTIFICATION IN LCBOKosher(including lepesaj in plata& platinum + lácteo in crema de sotol) + 100%

ORGANIC

there are more than 1000 tequilas

there is only one sotol

Crema de Sotol @ General

List 4jul12 ya solicitaron un 2do tasting

Pillitteri mantiene el tema sobre la mesa para activarla

C A N A D ANext move

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Comercializadora Internacional de Productos (CIP), es una empresa que

inicia operaciones con el propósito de apoyar y facilitar el intercambio

comercial de productos y servicios entre México y España.

CIP detecto una importante área de oportunidad en el mercado regional

para empresas de la zona que estén interesadas en hacer crecer sus

negocios.

Comercializadora Internacional de Productos es un socio estratégico para

acelerar negocios en la región norte de México y España.

Antecedentes apertura en España

Primer contacto Vinomex – CIP España en Expoalimentab(Octubre 2010).

Acuerdo de Colaboración entre Vinomex+CIP con EnriqueElías (Febrero 2011)

Reuniones- Video Conferencias con España (Marzo-Abril2011)

Visita de Joan Tomas Estalrich a Destiladora de Delicias.Conocimiento de la marca, presentación estudio demercado, definición de Plan de trabajo. (Abril 2011)

Contacto con Pro México Madrid y Embajada de Mx. enEspaña. Presentación de la empresa y productos. (Mayo2011)

Inicia relación CIP España con Eaux de Vie (Mayo 2011).

Definición por parte de Eaux de Vie del Distribuidor paraEspaña La Cava de Pyrene. (Junio 2011)

Inicia sinergia Eaux de Vie+Cava de Pyrene+CIP para abrirel mercado Español. (Julio 2011)

Organización de la visita de Enrique Elías a España (Agosto2011)

Visita de trabajo de Enrique Elías a España. (Septiembre

Revista servialimentos Cd. de México

FoodService Magazine empasizes premium on-premise restaurants & bars to

carry sotol Hacienda de Chihuahua in their menu

Sotol HDC™ : México

Market Performance

Sotol Cream is already present in key

chains around Mexico, Italy and the U.K.

even though it has only been in the market

for two years.

Key Chains in Mexico enlist:

• Wal Mart (Dec 10 weekly depletions averaged

57 bottles per store)

• Sam s Club

• La Europea

• Soriana

• Al Super

• HEB

• AeroBoutiques Airport Stores (Mexico City,

Monterrey, Cabo, Hermosillo, Chihuahua, Juarez)