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Shed Family of
Brands
Helping Brands Grow
2021
How does one brand grow to national
prominence, become a household word and
become valued at hundreds of millions of
dollars when others are put in close out bins
only a few months after introduction?
The 64 Thousand $ Question
3
Our Executive Management Team
JOHN W. FITZGERALD, CEO
John Fitzgerald has been an investor in Broken Shed since July 2018 and joins
Broken Shed as CEO in 2019. John has spent several decades in finance and for
the last 8 years served as President of Good Foods Group. During that time
the company grew from 5mm in sales to 250mm in sales with distribution
across the US and Canada.
JEAN-MARIE HEINS, CHIEF MARKETING OFFICER
MARK SIMMONDS, MASTER BLENDER
Mark was one of the three founders of Broken Shed. He has been in the
beverage industry since 1992 and was responsible for developing BSV. He’s
based in New Zealand and, as Master Blender, is responsible for all
production and quality control.
Jean-Marie, a distilled spirits industry veteran, brings her marketing and
operations experience to Broken Shed. She held leadership roles at
Sidney Frank Importing Co., Inc. where she was instrumental in the
launch and development of brands including Casamigos Tequila, Grey
Goose Vodka and Jägermeister, developing and executing a variety of
innovative marketing programs for the company’s full portfolio of
brands.
STEVE BELLINI, PRESIDENT
Steve, an industry veteran who has held leadership positions at Seagram
Americans, Future Brands a JV between Jim Beam and Absolut and most
recently Mast Jägermeister (formerly Sidney Frank Importing Company).
During the course of Steve’s career he has successfully managed the sales
and distribution of leading industry brands including, Crown Royal, Captain
Morgan, Jameson and Makers Mark. Steve brings a unique blend of open and
control state experience to the Broken Shed family.
PAUL CRISCUOLO, CHIEF COMMERCIAL OFFICER
Paul brings experience from the supplier and distributor side to Broken
Shed. His industry experience begins with Seagram’s Americas in 1978,
moving from Sales Rep to Vice President-Sales Control States. He had a
similar role at Allied Domecq until their sale in 2006. He joined
Southern Glazer W & S as Vice President-General Manager - Mid Atlantic
until 2016. In 2017, he created Aged Whiskey Man Consulting, LLC where
he guided several Craft distilleries on “Route to Market” and consulted
with several large distilleries on possible ventures within the Spirits
industry. In 2019, Paul joined the Broken Shed Team as Vice President,
National Sales Leader. Paul currently serves on the Board of Directors of
the North Carolina and Virginia Spirits Associations. He is a former Vice
President of the NABCA Industry Steering Committee, member of the
American Craft Spirits Association Tasting Panel, Life Member of “The
Keepers of the Quaich” and a Walter Camp Football Foundation member.
Paul received a B.A. in Economics and African and Middle Eastern Studies
from the University of Colorado-Boulder.
Source: 2020 Liquor Handbook | Craft Spirits Data Project Annual Craft Spirits Economic Briefing Preliminary Draft October 2019.
● Top 5 suppliers control 54% of spirits sales = Pressure to Perform
● Continued consolidation in all three tiers
● 2000+ craft distilleries & new brands vying for attention
● Brands need “boots on the ground” to succeed
BSV Service Menu
● Manage and Develop Your Route to Market
● Manage Distributor Relations
● Sales Planning
● Sales Programming
● Pricing
● Analytics
● Inventory Management
● Establish and Monitor KPI
● Marketing, Events, POS, Sampling
● Field Representation
● And so much more.
“Broken Shed Vodka is a shining example of how to launch a brand. They have
all the elements: a strong team working the trade, strong leadership and they
bring the knowledge gained in the field back to our team to develop the brand
even further.
They capitalize on having an excellent brand with a coolness factor, artisanal
image, homespun aesthetic and their industry knowledge to build the brand - it's
not just listing numbers in a deck, it is combining good field knowledge and
industry experience with a great product to put forward great programs and
materials to support the brand.”
What We Accomplished
in 2020
Increase in 2020 9L sales Top 200 USA accounts (on & off)
vs same accounts in 2019
Distributor shipments to retail accounts OPEN States based on calendar years
+206%
+69%9L USA Sales Growth CY2020 over 2019
Distributor shipments and accounts sold based on calendar year Accounts sold impacted by Covd Closures, Primarily On Premise
+2,9719L USA Sales Growth CY2020 over 2019
1,302
Regional and
National Chain
Account
locations
purchased
BSV in 2020
10
We increase brand
visibility in off premise
accounts with tastings,
staff education, better
facings, displays &
program activation
On Premise
Back Bar Visibility
Staff Trainings
Menu Placements
Special Events
We spread the
brand’s story at
distributors,
accounts and
industry trade
shows(in person or virtually)
14
USA Market Coverage
BUILD A FOUNDATION
HAVE THE RIGHT FUNDING
KNOW THE FUNDAMENTALS
REMAIN FLEXIBLE
FOCUS, FOCUS AND MORE FOCUS
Phone
John W. Fitzgerald +1 (773) 677-1199
Steve Bellini +1 (516) 429-7224
Jean-Marie Heins +1 (914) 282-0457
Paul Criscuolo +1 (919) 247-0706
JWF@BrokenShed.com
Steve@BrokenShed.com
JMH@BrokenShed.com
Paul@BrokenShed.com
Contact us
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