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Toorank – Taste beyond flavour. 1
Introduction
Private & Confidential
Data on the Spirits market
Share of global spirits market, (%) byvolume, 2014
Top 5 categories byCAGR 2014-2019
Specialty spirits + 9.1%
Brandy + 7.0%
Vodka + 4.8%
Gin & Genever + 3.4%
Liqueurs + 3.3%
Market overview: The global spirits market is poisedfor growth
Market overview: Asia Pacific is the largest andfastest growing spirits market globally
2.1bn
North America
3.4%
Latin America
2.4bn 4.5%
Asia Pacific
14.0bn 9.1%
Western Europe
2.0bn 0.9%
Eastern Europe
3.1bn 3.3%
Middle East & Africa
0.2bn 1.7%
2014 volume sales (liters)
Volume CAGR 2014-2019
Volume sales (liters) and forecast growth (%) by region, 2014
Consumer behavior: Millennials consume spiritsmost frequently
Global: Consumers who drink the following spirit types a few times a month or more, (%) by age group, 2014
Source: Canadean’s global consumer survey, 2014
Consumer behavior: Spirits are consumed mainlywithout food
At home
With food
Relaxing drink
#1 Wine
#2 Beer
#3 FAB
Informal gathering
#1 Beer
#2 Wine
#3 Spirits/liquor
Without food
Relaxing drink
#1 Beer
#2 Wine
#3 Spirits/liquor
Before nightout
#1 Beer
#2 Wine
#3 Spirits/liquor
Out of home
With food
Relaxing drink
#1 Beer
#2 Wine
#3 FAB
Picnic/BBQ
#1 Beer
#2 Wine
#3 FAB
Without food
Relaxing drink
#1 Beer
#2 Wine
#3 Spirits/liquor
High energynight out
#1 Beer
#2 Spirits/ liquor
#3 Wine
Source: Canadean’s global consumer survey, 2013
Global: Consumers' preferred alcoholic beverages by occasion, 2013
Consumer behavior: Mid-priced products continue todominate
Source: Canadean’s global consumer survey, 2014; *only includes consumers who notice their spend
Global: Consumers purchasing priorities for spirits in terms of price*, 2014
Private label evolution: Own brand spirits remain achallenging segment
Source: Canadean’s global consumer survey, 2014
Global: Consumers who somewhat or completely agree that private labels are good alternatives to famous name brands, by sector, 2014
Global: Consumers who agree that private label alcoholic drinks are good alternatives to name brands, by country, 2014
Emerging markets Developed markets
Craft remains
king
Pushing flavor
boundaries
A “health- aware”
approach
Right-for- me
Innovation trends: Canadean has identified four keytrends in the spirits category
Innovation trend #1: Craft remains king
Source: Canadean’s Q4 global consumer survey, 2014
Global: Top five qualities/attributes consumers associate with “craft”food and drink claim, 2014
Innovation trend #1: Craft remains king
Santamania La Virgen Vodka de
CervezaBrewed in a
micro-distillery in
Madrid.
Jim Beam Signature Craft
Produced by a seventh generation “master distiller”.
Roca Patron Artesenal Tequila “Crafted from the
500 year old Tahona process in small
batches.”
Ole Smoky Original Moonshine
Packaged in a traditional glass jar
reminiscent of home- made variants.
Local micro- distillery
Enduring expertise
Small batch “Home- made”
Innovation trend #2: Pushing flavor boundaries
Source: Canadean’s global consumer survey, 2013; Canadean’s Q2 global consumer survey, 2015
Global: “What motivates you totry new flavors?”, 2015
57%of global consumers who drink spirits a
few times a month or more
enjoy experimenting with different alcoholic beverage flavors and
mixes.
Innovation trend #2: Pushing flavor boundaries
Marks & Spencer Garden Pea & Mint
VodkaGarden pea and mint
flavoring.
Spirits by Design Lobstar Gin
Formulated with almost 200 grams of real lobster per bottle.
Aske Stephenson Peanut Butter Old
Fashioned And Jam Whiskey
Inspired by the popular
PB&J combination.
Black Cow Pure Milk Vodka
Made from pure milk, blended with secret flavorings, and then
triple filtered.
Vegetable extract
Real seafood
Food flavor blends
Dairy basedspirits
Innovation trend #3: A “health aware” approach
Source: Canadean’s global consumer survey, 2013; Canadean’s Q4 global consumer survey, 2014
34%of consumers pay high
attention to the number of calories in the alcoholic
drinks they consume.
Weight consciousness Sugar is the new fat
38%of consumers believe
alcohol has a high sugar content.
Consumer perceptions of alcohol and health
Innovation trend #3: A “health aware” approach
Devotion Tiki Tea Vodka Claims to be sugar-free, gluten- free, non-GMO, and allergen-
free.
Brugal Suspiro Rum Contains only 50 calories per
50ml.
Ty Ku Cucumber Sake Infused with all-natural cucumber and “pristine natural spring water”.
NaturalReduced calorie Free-from
Innovation trend #4: Right-for-me
Sophistication and aspiration
Grey goose VX Cognac Infused Vodka A combination of vodka and “precious”
cognac.“Truly unique and luxurious”.
Smirnoff Electric Flavored Vodka Marketing campaign sees the brand combining music and social media
(#whatwebring) to encourage inclusivity.
Targeting millennials
Innovation Trends: Canadean’s TrendSightsFramework
Summary: Key growth and innovation take-outs
Specialty spirits will show fastest forecast
volume growth, followed by brandy and
vodka.
Emerging markets offer the highest potential
with high volume growth over the
forecast.
Key regions to capitalize on will be
Asia Pacific and Latin America.
Millennials are the most frequent consumers of spirits making them a
key audience for growth.
Opportunities exist to capitalize on the “with food occasion” using
cocktails and customizable offerings.
Own label spirits need to diversify through more innovative, quality-led
strategies.
“Craft” claims need to be substantiated using
visible packaging, formulatory, and marketing cues.
Savory flavors and new distillates create
new avenues for sensory
experimentation.
Diverse health needs mean brands must
offer claims that meet specific concerns.
Market Consumer Innovation
Vision and Mission.To deliver the plan.
Vision – 5 year view
The Worlds Best Tasting Spirits
Mission – 5 Year viewTo be the Global Partner for alcoholic drinks brands, Challenger products, Private label/3rd party satisfying every consumer moments.
GTD is the partner with the capability to innovate, offer quality, reliability, customers service and the experience to do what we say.
Working with our partners to deliver strong margins and together sharing the profitable category growth.
DGT 5 pillars of growth.
Enter new Markets
Grow existing
Customers
Known forNPD
Over index on factory investment
Marketing led sales
driven
To be the Global Partner for alcoholic drinks brands, Challenger products, Private label/3rd party companies satisfying every consumer moments. DTG is the partner with the capability to innovate, offer quality, reliability, customers service and the experience to do what we say. Working with our partners to deliver strong margins and together sharing the profitable category growth.
‘The world best tasting spirits’
Family focused culture – with an entrepreneurial spirit
Financially secure – we are here for the long term
Products for every spirits category – and consumer moment
1 2 3 4 5
Company Overview
23
Introduction
Toorank is a family owned Distiller. It has over 25 years experience, within the Spirits category and has evolved its operations to ensure it has a strong and stable structure and management team.
Today it supply’s four main markets, Holland, UK, USA, Poland and also trades in 55 other Countries.
Toorank has four elements to the business, a branded stable of award winning products, a range of 3rd party agency and challenger brands and private label.
24
Why Toorank?
Multi-Focused ManufacturingProduct Expertise ScaleIn category execution
• Mutli channel experience Brand to Private label• Highly flexible manufacturing facility
• Focused on growing categories • 25 years experience with over 140 awards
25
Production facility• Company owned site for over 25 years
• BRC A+ certified • 100% tracking and tracing system – from the entire supply chain.• Unannounced audits from BRC Dutch government annual audit• Asda (14th and 15th Sept 2015)
• Kosher approved from 2013.• SKAL approved each year.• ISO 9001 – will be in place by end of June 2015
• 45 Bulk tanks that can hold over 1.56m Litre of liquid.• 7 production lines.
• 3 lines for 0.2Ltr up to 2Ltr (5,000 bottles per hour)• 2 lines for .01Ltr to .02Ltr (miniatures)(30,000 bottles per hour)• 1 line for canisters 2Ltr to 50Ltr (1,000 per hour)• 1 line dedicated to pouches (1,500 per hour)
• 99.8% stock reliability of finished product.• Fully automated production lines.
• 1 shifts working 5 days a week (currently)• (2015 achieved 12m bottles)• We could do 18m bottles (66% capacity)
• Capacity for Toorank (increasing shift and weekends)• 90m bottles capacity.• Running at 12% total capacity currently.
Distribution Centre• Company owned site for over 10 years.
• AEO certified by Netherlands customs.• Highest level certified – (Simplifications & Security/Safety)• Export shipping not controlled by customs as DGT have polices and procedures that exceed customs requirements.• Speed the flow of orders for our customers.
• BRC A+ certified • 100% tracking and tracing system – from the entire supply chain.• Unannounced audits from BRC• Asda private and ethical audit (14th and 15th Sept 2015)(audited annually)
• Kosher approved from 2013.• SKAL approved each year.
• Supply over 55 markets. • Ex works• FOB• Under bond (Tesco)• Duty paid
• Manage 6 different pallet sizes for different markets.
• 20 loading and unloading docks.• Facility can achieve 50,000 pallets annually.• Facility running at 60% capacity currently (curent shift)
• 5,000 pallet locations• Warehouse management system (RF system and paperless)• EDI and GS1
Warehouse• Warehouse recently purchased for €2.5m (no debt)
• BRC A+ certified • 100% tracking and tracing system – from the entire supply chain.• Unannounced audits from BRC• Dutch government annual audit
• Kosher approved from 2013.• SKAL approved each year.
• 7,000 sqm of warehouse space.
• Store 7,000 pallets (currently floor).• Investment for into the building for 3 level racking system.
• Bonded warehouse.
Strategic vision
Acquisition Consumption Retention
Product
Manufacturing
Customer experience
Premium BrandsChallenger Products
Private Labels
Differentiated taste profileValue driven products
Eroding barriers to entry
Best in class serviceProduct quality
Integrity
Flexible manufacturing bottling capability 20-cl to 1.5Ltr
Niche to volume product runs
90m bottle capacity annually
Great brands that differentiate.Challenger brands offering real alternative to brands.
Barriers to entry reduced.Commercially viable alternatives.On/Off pricing policy
Reward loyalty with BTL activity.Fun & excitementProduct credentials
Consumer Engagement
Toorank RTM in Challenger & PL
BrandedPortfolio
Lottery
ChallengerBrands
PrivateLabel
30
Best
Super Premium
Premium
Cocktails
White Spirts
Dark Spirits
Niche & Specialty
Better
Good
AgencyBrands
Distribute
Manufacture
Bottle
Brands Challenger
Bring new consumers into the category through differentiated
brand credentials.
To make the category easily accessible to the consumer by offering an alternative to the
brand leader.
Private Label
Maintain loyal consumers in the category.Category
Customer
Consumer
Category role
New products and increased margin opportunity.
Act as challenger to the branded global spirits
companies.Keep the consumers loyal with
great products.
Excitement and innovation in the category. Great products at great prices. Retailer halo affect to ensure
quality products.
Toorank category role is to act as validators, to be a challenger to mainstream brands, eroding price barriers into the category for the consumer whilst making high quality and respected products. To bring excitement through NPD development.
Cross functional support
Customer
Commercial
Marketing
Finance
ProductCustomer service
Logistics
NPD