Brand Management Team

Elizabeth Bange

Colleen Callinan

Benjamin Cirillo

Gelinde Cobbs

Ghost Beverages

Beam Strategy PrioritiesGhost Brand Proposal

Opportunity & Market TrendsProduct OverviewPrice & DistributionPromotion

Q&A

Agenda

Crafting the Spirits that Stir the World

http://investor.beamglobal.com//index.cfm?run=on

The Opportunity

Creating Famous Brands

“Building our core

equities and accelerating

growth through brand-

building innovation.”

Non-Alcoholic

Spirits Adult Beverage

WHY CONSUMERS DRINK SPIRITS, MAY 2011

Beer volume sales declined 2% during 2009-2011

Spirits category is growing as consumers shift away from beer to wine and spiritsHealth BenefitsLow Carbohydrate Diet TrendYounger Consumer Taste Preferences Shifting

SPIRITS MARKET TRENDS

Spirits CategorySpirits category

recession resistant as sales volume continued to grow 2% during 2006-2011.

Innovation can drive total sales volume up 8% 2011-2016.

Liqueurs category sales volume declined -7.2% during 2006-2011.

Liqueurs category sales volume forecast is -0.9% during 2011-2016.

Market Outlook

Liqueurs Category

Perceived as “old ladies” syrupy beverage to satisfy sweet tooth

Current cocktail trend focused on freshly made ingredients

Consumer tastes shifts from sweet liqueurs to more earthy, herbal palettes infused with spices

Liqueur Category Brand Trends

HOW SPIRITS ARE CONSUMED, BY GENDER, MAY 2011

Women are interested in spirits’ ingredientsWomen prefer making cocktails at home54% of women will use cocktail recipe printed

on spirits bottlesWomen’s on-premise drinking occurs in

restaurantsCasual dining chains that serve brightly

colored cocktails are popular destinations

WHERE & HOW SPIRITS ARE CONSUMED

U.S. SUPPLIERS GROSS REVENUE, BY PRICE CATEGORY, 2010

The product

For the drinkers who can’t drink*, Ghost is the cocktail base that creates the most authentic cocktail experience because of its strong taste with natural flavors that blend well with a variety of mixers

Positioning

*or choose not to

Primarily, but not exclusively, womenAnyone who can’t or won’t drink due to

PregnancyMedicationAlcohol sensitivityHealth conscious lifestyleReligious prohibitionDesignated driver

People who want to participate in a cocktail event, do not want to be singled out

Target: Drinkers who can’t drink

Ghost replaces strong-tasting liquor with strong-tasting non-alcoholic drink

Not imitation liquor: Ghost flavors stand alone

Gives people an authentic cocktail experience without the alcohol

Frame and Differentiation

Flavors kick, not wateryNatural ingredients

Preserve health benefits of not drinking alcoholPreserve integrity of premium cocktails

Flavor profiles mix well Allows customers to get creativeWide range of applications

Reasons to Believe

Ghost = Not Quite Spirits750ml bottlesPlayfully macabreFlavors, reminiscent of but not imitation of

liquorJuniper BotanicalSpicy GingerTropical CoconutCayenne Chocolate

Brand elements

Art

Price and Distribution

Casual dining restaurants (e.g. TGI Friday’s)Branded Cocktails

Restaurants

First to specialty liquor/wine shops (e.g. Binny’s)

Then liquor departments of major grocersFinally, warehouse clubs (e.g. Costco)Est. Retail Price: $10 per 750mlRestaurant Price Range: $7-$8

Retail Distribution

Promotion

• Tradeshows• Night Club and Bar Convention and Tradeshow

• “Girls night out events”• Beam will provide Ghost samplings at local restaurants

•Street/neighborhood festivals & County Fairs• Focused in the major urban cities: Chicago, New York,

LA, etc.

Event Promotions

•In-store samplings• Liquor stores• Grocery stores

• Online sweepstakes• Create your own Ghost flavor

combination

Customer Engagement

• Advertising• Online/social media• Print• Television (30 sec spots)• Radio

• PR• Daytime talkshows• Cooking shows

Ad Campaign

Questions?

"Spirits In The US." Euromonitor International (2012): n.pag. Passport. Database. 21 Oct 2012.

“Beer In The US." Euromonitor Intenational (2012): n.pag. Passport. Database. 21 Oct 2012.

"Per capital alcohol consumption." IBISWorld Business Environment Report(2011): n.pag. IBISWorld. Database. 21 Oct 2012.

Goel Lal, Garima. "Spirits." Mintel. 2011: n. page. Print.

"Spirits: The Consumer - US - September 2011 On-premise vs. Off-premise ." Mintel. 09 2011: n. page. Print.

Works Cited

"Spirits: The Consumer - US - September 2011 Qualities of Leading Brands, by Category ." Mintel. 09 2011: n. page. Print.

Works Cited

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