Embed Size (px)
DESCRIPTION
Â
Citation preview
Con
fiden
tial
Inte
grat
ed N
atio
nal P
rogr
ams
Disp
lay/
Visi
bilit
yDi
strib
utio
nIn
nova
tion
Sust
aino
vatio
nSm
irnof
f Sum
mer
Exc
lusiv
ely
for E
very
body
MC
(AF)
Cr
own
Roya
l Fla
vors
Sho
tsDo
n Ju
lio B
lanc
o, R
epos
ado
& A
nejo
(On)
Tanq
uera
y Bl
oom
sbur
y LT
O
Pelig
roso
Silv
er (O
ff)Ca
ptai
n M
orga
n W
hite
& F
lavo
rsDo
n Ju
lio C
ase
to C
rate
MC
(H)
Pelig
roso
Cin
nam
on (O
n)Ke
tel O
ne S
umm
er
Ease
of S
hop
- Vod
ka
Inte
grat
ed N
atio
nal P
rogr
ams
Disp
lay/
Visi
bilit
yDi
strib
utio
nIn
nova
tion
Sust
aino
vatio
nTa
nque
ray
Let's
Ton
ic~
MC
(AF)
Bulle
itSm
irnof
f Ras
p, P
each
, Wat
erm
elon
, Van
illa
(Off)
Smirn
off S
ours
Ber
ry L
emon
PI
EHO
LE F
lavo
red
Whi
skie
s (O
n)CÎ
ROC
Sum
mer
- M
C (A
F)Ge
orge
Dic
kel N
o.12
& R
yeTa
nque
ray
Bloo
msb
ury
LTO
Do
n Ju
lio B
lanc
o, R
epos
ado
& A
nejo
(On)
Boot
h’s G
in
Inte
grat
ed N
atio
nal P
rogr
ams
Disp
lay/
Visi
bilit
yDi
strib
utio
nIn
nova
tion
Sust
aino
vatio
nCr
own
Roya
l Foo
tbal
lGe
orge
Dic
kel H
and
Mad
e th
e Ha
rd W
aySm
irnof
f Ras
p, P
each
, Wat
erm
elon
, Van
illa
(Off)
Capt
ain
Mor
gan
Cann
on B
last
Sm
irnof
f Sou
rs (O
n)Pe
ligro
soCr
own
Roya
l Bla
ck &
XO
Smirn
off S
ours
Ber
ry L
emon
De
León
Geor
ge D
icke
l No.
12 &
Rye
Stud
ebak
er F
ull S
tren
gth
Craf
t Coc
ktai
lsBu
lleit
Trad
emar
kGr
ind
Buch
anan
's Tr
adem
ark~
MC
(H)
Boot
h’s G
in
Inte
grat
ed N
atio
nal P
rogr
ams
Disp
lay/
Visi
bilit
yDi
strib
utio
nIn
nova
tion
Sust
aino
vatio
nJo
hnni
e W
alke
r Hou
se o
f Wal
ker~
MC
(H, A
S)Ca
ptai
n M
orga
n Ha
llow
een
Crow
n Ro
yal B
lack
& X
OCa
ptai
n M
orga
n Ca
nnon
Bla
st
Haig
Clu
bBu
lleit
Elev
ated
Tai
lgat
ing
Buch
anan
's M
usic
a La
tin E
ditio
n~ M
C (H
)Bu
chan
an's
Trad
emar
k~ M
C (H
)Ba
ileys
Esp
ress
o Jo
hnni
e W
alke
r Gol
d La
bel R
eser
ve, P
latin
um &
Blu
eJo
hnni
e W
alke
r Rye
Fin
ish L
TO
Bulle
it Tr
adem
ark
Stud
ebak
er F
ull S
tren
gth
Craf
t Coc
ktai
lsSm
irnof
f Can
dy C
ane
LTO
Gr
ind
Inte
grat
ed N
atio
nal P
rogr
ams
Disp
lay/
Visi
bilit
yDi
strib
utio
nIn
nova
tion
Sust
aino
vatio
nBa
ileys
Hol
iday
Crow
n Ro
yal D
elux
e &
Fla
vors
Gift
ing
CÎRO
C Tr
adem
ark
Baile
ys E
spre
sso
DeLe
ónCa
ptai
n M
orga
n Ho
liday
Tanq
uera
y Ho
liday
~Jo
hnni
e W
alke
r Gol
d La
bel R
eser
ve, P
latin
um &
Blu
eJo
hnni
e W
alke
r Rye
Fin
ish L
TO
Smirn
off E
xclu
sivel
y fo
r Eve
rybo
dy H
olid
ayJo
hnni
e W
alke
r~De
León
Pla
tinum
& R
epos
ado
Smirn
off C
andy
Can
e LT
O
Kete
l One
Hol
iday
Don
Julio
Cas
e to
Cra
te H
olid
ay
Inte
grat
ed N
atio
nal P
rogr
ams
Disp
lay/
Visi
bilit
yDi
strib
utio
nIn
nova
tion
Sust
aino
vatio
n/XS
INV
Crow
n Ro
yal H
eroe
s~Sm
irnof
f Hol
iday
CÎRO
C Tr
adem
ark
John
nie
Wal
ker H
ouse
of W
alke
r Gift
ing~
Baile
ys H
olid
ayDe
León
Pla
tinum
& R
epos
ado
CÎRO
C Ho
liday
Capt
ain
Mor
gan
Geor
ge D
icke
l Han
d M
ade
the
Hard
Way
Kete
l One
Hol
iday
03.1
8.15
H2 U
pdat
ed 3
.24.
15U
PDAT
ED S
INCE
LAS
T VI
SIT
Shad
ing
= Re
serv
e Ac
tivity
~Inc
lude
s Res
erve
Var
iant
s
NO
VEM
BER
DECE
MBE
R
Mul
ticul
tura
l Key
(MC)
Key
: AF
= Af
rican
Am
eric
an, A
S =
Asia
n Am
eric
an, H
= H
ispa
nic,
L =
LG
BT
F16
H1 D
iage
o Sp
irits
Nat
iona
l Exe
cutio
n Pl
anJU
LY
AUG
UST
SEPT
EMBE
R
OCT
OBE
R
Con
fiden
tial
SPIRITS
SMIRNOFF® Vodka MEDIA: FY16 JULY, AUGUST, SEPTEMBER
$4.08MM Investment will help generate ~200MM National Impressions and ~5.6MM Local Impressions
ALL MEDIA SUBJECT TO CHANGE. CARAT Media as of 4/25/15
SMIRNOFF® will be supporting 2 variants in JAS: Trademark & Fruits Smirnoff will also have EDM media to support festival activations
DIGITAL/SOCIAL/SEARCH : $2MM • Trademark E4E video to compliment TV as well as social support • Continued digital support to drive interest around Peach, Watermelon
and Raspberry & Ruby Red recipes during this critical time period • EDM
TV: $2MM • To continue the Trademark- Exclusively for Everybody Campaign.
Q1 SMIRNOFF® FLORIDA MEDIA: $227K
DIGITAL/MOBILE: $147K• Contextual digital sponsorship to drive brand awareness, support
local activity, and amplify festival activation • MIAMI: $42K • ORLANDO: $59K• TAMPA: $46K
SOCIAL: $80K• Digital exposure through social media, targeting relevant local
festivals and events • MIAMI: $38K • ORLANDO: $24K• TAMPA: $18K
Time spent with Digital has overtaken TV and over 50% of Smartphone users search for info on products/services on their devices1
PLEASE DRINK RESPONSIBLY SMIRNOFF No. 21 Vodka. Distilled From Grain. 40% Alc/Vol. ©2014 The Smirnoff Co., Norwalk, CT.
JULY INP - SMIRNOFF SUMMER
OVERVIEW
SUPPORT
EXECUTION
OFF-PREMISE • Drive Display & Easy Drinking Solutions • Drive Incremental Displays with Fast Start Coupons • Grow the gap of average cases per display vs
Pinnacle based on strength of our portfolio
COUPON Fast Start ICR 6/22/15 -9/8/15 • Save $2.00 with the purchase of Smirnoff 1.75L (any
variant) Summer Cocktail Concierge IRC • Multi-Brand $2 IRC with the purchase of Smirnoff
Family 750ml+ (at time of sampling only)
SAMPLING • Summer Cocktail Concierge- Smirnoff Ruby Red
CONSUMER HOOK
ATTRACT & RECRUIT
INSPIRE & DRIVE CONVERSION
ENGAGE & ENTERTAIN
Heavy media investment and 360 support to help drive
retail activation.
Impactful co-branded display with Ocean Spray will
provide inspiration and solutions to the shopper.
Shelf Talkers, selectors and recipe Necker will drive drink
solution at shelf.
Partnership with Ocean Spray will provide
consumers with drink solutions at the moment
of choice.
IRC w/ Ocean Spray Counter Display VAP
SITUATION
Save $2 1.75L
DISPLAY Utilize Coupon to help gain
Mass Displays and Ads
IDEA
HOW IT WORKS
Everyone Can Make A Great Drink With The #1 Selling Vodka Activate high value coupon engaging consumers to make quality cocktails with SMIRNOFF®
MEDIA SUPPORT
$4.0MM in media investments & High Value Coupon offer will
help drive Summer Profits
ALL MEDIA SUBJECT TO CHANGE. CARAT Media as of 4/25/15, July – September Source: 1 – US Major Retailer Frequent Shoppers Card Data, 52 W/e May 16, 2015
Please Drink Responsibly. ©2015 The Smirnoff Co., Norwalk, CT.
DIGITAL/SOCIAL/SEARCH • Trademark E4E video to compliment TV as well as social support • Continued digital support to drive interest around Peach, Watermelon and
Raspberry & Ruby Red recipes during this critical time period • EDM
TV• To continue the Trademark- Exclusively for Everybody Campaign.
SMIRNOFF® Coupons Drive Incremental Volume
Units on coupon among SMIRNOFF® Shoppers are
29% HIGHER1
Visibility on the Floor can drive Strong Lifts for Smirnoff®
SIGNATURE COCKTAILS
MOSCOW MULE
1.5 oz. SMIRNOFF® No. 21 Vodka 4 oz. Ginger Beer or Ginger Ale 2 Wedges of Lime
1.5 oz. SMIRNOFF® Watermelon .25 oz. Cranberry Juice 3 fl oz. Lemon Lime Soda 1 slice watermelon
RAZZLE DAZZLE PUNCH
12 oz. SMIRNOFF® Raspberry 24 oz. Cran-Raspberry Juice 4 oz. Lemon Juice 4 oz. Simple Syrup
BACKYARD BERRY
1.25 oz. SMIRNOFF® Raspberry .25 oz. Orange Liqueur 1.5 fl Pomegranate Juice .25 oz. Lime Juice
PEACH PIT 1.5 oz. SMIRNOFF® Peach 1 oz. White Cranberry Juice .5 oz. Lemon Juice .5 oz. Simple Syrup 3 Peach Slices
BEACHSIDE PEACH
1.5 oz. SMIRNOFF® Peach 1.5 oz. Pineapple Juice 1.5 oz. Cranberry Juice .25 oz. Fresh Lime Juice 2 fl. Oz. Ginger Ale
WATERMELON SLICE
EVERYONE CAN MAKE A GREAT DRINK SMIRNOFF® ENCOURAGES AND HELPS BUYERS ENJOY
THE EFFORTLESS, GOOD TIMES OF SUMMER BY INVITING THEM TO MAKE AND SHARE DELICIOUS 3-STEP
DRINKS WITH EVERYONE, ANYTIME, ANYWHERE.
INSPIRE AND DRIVE CONVERSION ATTRACT & RECRUIT CONSUMER HOOK
OVERVIEW
SUPPORT
EXECUTION
OFF-PREMISE • Build Trademark mass displays in high traffic locations • Utilize Captain & Cola VAP Program to drive display • Merchandise displays with POS • Schedule Sampling Events with Themed Custom Labels for
Summer
COUPON Fast Start ICR 6/22/15 -9/8/15 • Save $3.00 with the purchase of Captain 1.75L (any variant) Summer Cocktail Concierge IRC • Multi-Branded $2 IRC with the purchase of Captain Morgan
Family 750ml+ (at time of sampling only) SAMPLING • Summer Cocktail Concierge - Captain White & Flavors
JULY INP – Captain Morgan Flavors
Captain OSR & WHT VAP w Coke
Custom Label
Recipe Content
July is #2 seasonality-driven volume and profit month for Captain Morgan1
• White and Flavored Rum sells 16% more during the month of July than rest of year, indexing higher than the average Rum and Flavored Spirit.2
• Flavored Spirits are Growing TWICE AS FAST as Unflavored Spirits2
CAPTAIN MORGAN® PLANTS HIS FLAG IN SUMMER BY PROVIDING CONSUMERS WITH ADVENTUROUS WAYS TO KEEP THINGS COOL
WITH FROSTY DRINKS
MEDIA SUPPORT
SUPPORT TOOLS
$5MM Media Investment Surrounding New Flavors and Summer Cocktails Will Generate 195MM Impressions
Utilize High Value Coupon to Help Gain Features and Displays Featuring Captain Morgan During the Peak Summer Season
• Print, Digital, Search and Social targeting A 21-29 and Hispanic 21- 29 consumers
• :15 Recipe videos distributed through social networks
• Features in lifestyle magazines with recipe tear out • Chrissy Teigen Digital features with TV integration
July 4th - Click here for video on YouTube
Save $3 instantly
1.75L
Source: ALL MEDIA SUBJECT TO CHANGE. CARAT Media as of 4/25/15, July – September 1 F14 Business Driver Mix,2 –Nielsen Total US XAOC (Food, Drug, Walmart, Target, Sam’s BJs, Dollar and Deca) July/August/September 2014
PLEASE DRINK RESPONSIBLY ©2015 Captain Morgan Rum Co., Norwalk, CT.
Visibility on the Floor can drive Strong Lifts for Captain Morgan®
SIGNATURE COCKTAILS
JULY INP – KETEL ONE SUMMER
PLEASE DRINK RESPONSIBLY KETEL ONE Vodka. Distilled from Wheat. 40% Alc/Vol. ©2014 Imported by Ketel One USA, Aliso Viejo, CA.
OVERVIEW
EXECUTION
SCHWEPPES OVERVIEW • Schweppes is the #1 mixer brand and has 70% brand awareness in
the US.1
• Schweppes is a brand that speaks to standards and competence, a brand that does so with genuineness and realness based on history and standards.
SUPPORT
Impactful inspiring POS educates and motivates shoppers to
purchase KETEL ONE® for their summer get-togethers.
Allow consumers to discover KETEL ONE’s authenticity and
substance during their experience at the off-premise.
Inspire shoppers to craft their perfect KETEL ONE® summer
cocktails by providing them with inspiration and ideas via the
Schweppes partnership.
Heavy Media Investment and 360 Support to help drive retail activation.
Permanent Display co-branded with Schweppes Awareness
Poster On Pack Entertainment guide provides cocktail recipes, tips
and IRC/MIR off partner to consumers
Shelf Talker (Awards)
CONSUMER HOOK ATTRACT AND RECRUIT
INSPIRE & DRIVE PURCHASE
EDUCATE & EXPERIMENT
Summer Cocktail Collection Co-branded POS Social media
collaboration Ent Guide with cocktail recipes
DON JULIO® TEQUILA MEDIA: FY16 JULY, AUGUST, SEPTEMBER
Source: 1. CARAT Media as of 4/25/15; 2. CARAT Media, The Converging Landscape
$1.025MM Investment will help generate 50MMNational Impressions and 8.9MM Local Impressions
SEARCH/SOCIAL/DIGITAL: $841K • Continued push of digital video telling The Don Julio story• Video buy will focus on educating users on craft story behind
Don Julio • Social media focused on driving our story, recipes, product
shots as we head into summer months • Increased search presence through Google
PRINT: $128K • Alignment with upscale contextually relevant luxury
lifestyle, adventure travel, and culinary titles in to draw attention to brand story
Q1 DON JULIO® MIAMI MEDIA: $56.7K
• Don Julio will own the Miami I-95 south-bound permanent bulletin for the entire summer season.Don Julio has not been featured on this unit in 3+years, so we will expose the brand to the massiveinflux of commuters heading towards downtownMiami and Miami beach all summer long.
OVERVIEW
EXECUTION
SUPPORT
PLEASE DRINK RESPONIBLY. DON JULIO Tequila. 40% Alc/Vol. ©2014 Imported by Diageo Americas, Norwalk, CT.
JULY Display/Visibility – Case to Crate
SAMPLING • Don Julio and Grand Marnier- Ultimate Margarita
Inspire consumers with the story of Don Julio & his passion to the craft of
Tequila
Authentic Crate Display Mechanics Off Premise.
Target Gatekeepers with premiums
and attract consumers with authentic elements to drive call.
OFF-PREMISE 1. Create Visibility out of Tequila Section 2. Draw Attention in Aisle 3. Engage & Educate Shoppers via Mentorship Events
TELL: Attract & Recruit
ENGAGE: Inspire Trade-Up & Call
ENGAGE: Education & Authenticity
Introduce Traditional Mexican cocktails and unique ways to
consume Tequila.
Counter Unit
OVERVIEW
EXECUTION
SUPPORT
Shelf Talker Kits includes T+T+1 (Orange recipe)
Recipe Neckers 50ml
Counter Unit for Trial
New Tanqueray 10 One Case
Bin to augment displays
Rack to feature Schweppes &
Citrus
Af AM Posters & Contravision
Mini Case Cards
(Double Sided)
Save $3 Instantly
1.75L
OFF-PREMISE • Drive Incremental Displays with Fast
Start Coupons • Tanqueray & Tonic is a refreshing easy-
to-make summer classic • 45% of Tanqueray is consumed in a Gin
& Tonic
SAMPLING • Filthy Cocktail Concierge – Tanqueray 10
JULY INP - SMIRNOFF SUMMER
OPPORTUNITY
• CÎROC ® is the #3 Luxury Spirit brand, growing faster than Grey Goose (#1) and Patron (#2).1
• The demand for CÎROC ® in bars is stronger than the competition.2
• CÎROC ® Drinkers are More Likely to Choose Pineapple flavored Juices or Mixers than Competitive Vodka Brand Buyers3 and prefer Pineapple over other flavored juices.4
SUPPORT
EXECUTION
AUGUST INP - CÎROC® SUMMER
ATTRACT & RECRUIT INSPIRE & DRIVE CONVERSION ENGAGE & ENTERTAIN CONSUMER HOOK
INSPIRE NEW WAYS TO ELEVATE SUMMER PARTIES WITH CÎROC®
BY REINFORCING CÎROC® OCCASIONS
CREATE STOPPING POWER WITH IMPACTFUL CÎROC® DISPLAYS
INSPIRE CONSUMERS TO TAKE THEIR CELEBRATIONS TO THE NEXT LEVEL
WITH CÎROC®
PARTNERSHIP WITH DOLE, THE #1 BRAND IN THE
PACKAGED PINEAPPLE BEVERAGE CATEGORY
CÎROC ® and pineapple juice create delicious summer combinations that inspire trial and invite buyer to turn their summer gatherings and party occasions into epic events of sophisticated celebration.
DRIVE DISPLAY • Make CÎROC® look BIG at retail - Build impactful CÎROC® mass display in high traffic location. • Leverage new Pineapple Flavor as a driver for growth • Utilize CÎROC® paper pieces and new pineapple flavor to drive awareness/conversion by showcasing that
CÎROC® is the perfect brand to elevate summer gatherings.
AUGUST DISPLAY/VIBILITY: BULLEIT COLLECTION
OVERVIEW
SUPPORT
EXECUTION
ATTRACT & RECRUIT INSPIRE ENGAGE CONSUMER
HOOK
Strong ATL leveraging OOH, on premise events, brand
ambassadors, digital to drive brand awareness
Inspire gatekeeper recommendation and consumer
call with signature Bulleit cocktails
Provide consumers with inspiring Bulleit signature
cocktail suggestions to elevate their at home entertaining or at
bar consumption occasions
In-store displays and menu features establish Bulleit as the whiskey that champions those
conquering new frontiers
OFF-PREMISE: Utilize upscale display elements to showcase Bulleit bottle and
signature cocktails to inspire purchase Secure secondary displays utilizing case cards and barrel heads Highlight signature cocktails and brand attributes at shelf with the
shelf glorifier and recipe take-one guide Sampling: Multi-Branded Filthy Garnishes Cocktail Concierge
SIGNATURE COCKTAILS:
BULLEIT BOURBON® BLT 1.3 oz. BULLEIT BOURBON®
4 oz. tonic water 1 lemon wedge
BULLEIT BOURBON® Old Fashioned 1 maraschino cherry 1 oz. BULLEIT BOURBON®
0.25 oz. bitters 1 teaspoon(s) sugar 1 splash(es) water lemon twist 1 slice(s) orange
CROWN ROYAL® BLENDED CANADIAN WHISKEY MEDIA: FY16 JULY, AUGUST, SEPTEMBER
$2.45MM Investment will help generate 120MM National Impressions and 27.4MM Local Impressions
VIDEO: $1.1MM CROWN ROYAL® will have strong presence on key Cable Stations and programs combined with a mix of digital video to extend & compliment reach • Centered on Regal Apple summer drinking occasions, a 4 week mix
of :30s and :15s focus on top adult cable programming • Targeted pre-roll video coverage across premium & network sites
DIGITAL/SOCIAL/SEARCH: $1.15MM • Liquor.com & social support for Rye • Timely Regal Apple cocktail & shot inspiration social post • Search heavy up with hyper-local saturation support in key markets
PRINT: $150K • Cigar Aficionado – Spread TBD
Source: Carat Media as of 4/25/15;. Carat “Media, the Converging Landscape”
Q1 CROWN ROYAL® FLORIDA MEDIA: $170K
• Crown Royal will run a combination of bulletins and posters in Q1 to provide highway and street-level coverage in areas around key accounts and nightlife areas
• Sports and entertainment focused digital executions
OUTDOOR: $155K • ORLANDO: $50K • TAMPA: $105K
LOCAL DIGITAL: $15K • TAMPA: $15K
SUPPORT
OVERVIEW
EXECUTION / NIELSEN PERFORMANCE
PLEASE DRINK RESPONSIBLY CROWN ROYAL Blended Canadian Whisky. 40% Alc/Vol. ©2014 The Crown Royal Company, Norwalk, CT.
July DISPLAY/VISIBILITY September INP – CROWN ROYAL FOOTBALL
• Crown Royal outperforms the category, total spirits and the competition!
Eye catching football themed POS to engage consumers
Inspirational cause marketing overlay to drive participation
Tailgate Pack provides consumers with a great way to enjoy Crown Royal
cocktails during Game day
National media investment and localized 360 support to drive awareness and
amplification of Crown Royal’s Quality & Credentials
ATTRACT & RECRUIT
STOP & ENGAGE
INSPIRE & DRIVE
PURCHASE
CONSUMER HOOK
TAILGATE PACK
HALF BARREL
CASE CARD CASE
TUCKER
POSTER
Lit SIGN
SHELF VIOLATOR
COUNTER CARD
CROWNWORTHY
OFF-PREMISE • Drive Display with Tailgate Vap & Easy Drinking Solutions • Drive Incremental Displays with Fast Start Coupons
COUPONS Fast Start ICR 6/22/15 -9/8/15 • Save $2.00 with the purchase of Crown Royal 750ml (any
variant) • Save $5.00 with the purchase of Crown Royal 1.75L (any
variant) Summer Cocktail Concierge IRC • Multi-Branded $2 IRC with the purchase of Crown Family
750ml+ (at time of sampling only)
SAMPLING • Summer Cocktail Concierge - Crown Regal Apple
$2.4MM Investment and High Value Coupon will help generate summer
profits!
Spirit Coupons and Rebates Drive Incremental Volume!SITUATION
MAKE YOUR SUMMER CROWN WORTHY ACTIVATE HIGH VALUE COUPON TO GAIN FEATURES & DISPLAYS
HOW IT WORKS
DISPLAY Utilize Coupon to help gain
Mass Displays and Ads
MEDIA
Source: 1 – US Major Retailer Frequent Shopper Card Data 52 W/e May 24, 2014, 2 –Nielsen Total US XAOC (Food, Drug, Walmart, Target, Sam’s BJs, Dollar and Deca) July/August/September 2014, 3 – MSS 2013 Bartender Popular Drinks
PLEASE DRINK RESPONSIBLY CROWN ROYAL Blended Canadian Whisky. 40% Alc/Vol. ©2014 The Crown Royal Company, Norwalk, CT.
TELEVISION: CROWN ROYAL® will have strong presence on key Cable Stations and programs combined with a mix of digital video to extend & compliment reach • Centered on Regal Apple summer drinking occasions, a 4 week
mix of :30s and :15s focus on top adult cable programming • Targeted pre-roll video coverage across premium & network sites
IDEA
CROWN ROYAL® is the #1 Canadian Whisky Brand in $ Sales2, and is the #2 Whisky Call Brand3
Visibility on the Floor can drive Strong Lifts for
CROWN ROYAL®
% Lift in Dollars w/ Any Display2
20% 25%
34%
Jack DanielsFamily
Jim BeamFamily
Crown RoyalFamily
Save$2.00
750ML
Save$5.00 1.75L
Johnnie Walker Red SITUATION
DRIVE DISTRIBUTION AND DISPLAY ACTIVITY IN KEY ACCOUNTS
HOW IT WORKS
MEDIA SUPPORT
IDEA Leverage the versatility of JOHNNIE WALKER® RED LABEL® to recruit new
consumers to the brand and drive incremental sales
Save $3 Instantly
1.75L
John Walker began selling Scotch Whiskies in his Kilmarnock grocery shop in 1820. Crafting exceptional and consistent blends using whiskies from the four
corners of Scotland, he quickly established an unsurpassed reputation for quality. Since the creation of the first JOHNNIE WALKER® blend, a dedication has been
maintained which strives for perfection in the production of Scotch Whisky.
$120K National Media Investment
$3,894
$2,700
$1,363
$783 $770 $619 $473
DEWARS WHITELABEL
JOHNNIEWALKER RED
CLANMACGREGOR
BALLANTINE'S CUTTY SARK J&B CLUNY SCOTCHSource: Florida xAOC Latest 52 Weeks Sales per MM Dollars
Florida Scotch Brands Dollar Sales per MM
OPPORTUNITY!!
INNOVATION
Bloomsbury
JUL / AUG
INNOVATION
OVERVIEW
SUPPORT
EXECUTION
• LIQUID: London Dry Gin • BOTANICALS: Tuscan Juniper, Coriander, Angelica, Winter Savory, Cassia Bark • TASTE: Robust, Balanced, Juniper-Heavy • SRP: Line Priced w/ Tanqueray Old Tom & Malacca • SIZE: 1.0L • PROOF: 47.3% ABV / 94.6 Proof • SERVE: Gin & Tonic, Singapore Sling, London Buck
LIMITED EDITION
THE STORY
A juniper forward gin created from the Tanqueray family recipe book dating back to 1880 Bloomsbury, London.
Charles Waugh Tanqueray is the son of Charles Tanqueray. In 1868, when Charles died, his son Charles Waugh took over his business. He was 20 years old at the time. A brilliant business man who saw the global potential for Tanqueray, Charles Waugh started promoting the brand internationally. Charles Waugh was instrumental in masterminding the merger between Charles Tanqueray & Co and Alexander Gordon & Co in 1898, forming the largest Gin House in the world.
Coriander
Angelica Cassia Bark
Winter Savory
Juniper
POS Media / PR Brand Ambassador
Table Tent Shelf Talker Angus Winchester
Happy Hour Events Awards
Tanqueray London Dry
5 Double Gold Medals & Best Gin
Tanqueray No. TEN ONLY White Spirit inducted into the
Hall of Fame
Please Drink Responsibly! TANQUERAY® Old Tom Gin. 100% Grain Neutral Spirits. 47.3% Alc/Vol ©2015 Imported by Charles Tanqueray & Co, Norwalk CT
ON-PREMISE • Priority Channels: Craft Cocktail, Fine Dining • Menus: Classic & Retro Cocktails, “Crafted” & “Hand-Made” Creations, Gin & Tonic
OFF-PREMISE • Priority Channel: Specialty Retail Outlets w/ Knowledgeable Staff
Muted dark purple seal & closure reflecting the
juniper heavy liquid
The main label reflects a portion of the original
hand written recipe
A Charles Waugh Tanqueray signature
and initials marque to hero CWT
A Buck is a classic style of cocktail that denotes a highball made w/ ginger ale or ginger beer; a "London Buck" was made w/ Gin.
• 2 oz Tanqueray Bloomsbury • ½ oz Fresh Lemon Juice • 4 oz Ginger Ale • 2 Dashes Angostura Bitters
Combine gin, lemon & ginger ale in a highball glass w/ ice & stir. Dash bitters on top. Garnish w/ a lemon wheel.
This is how I prefer my Martini & it was quite delicious w/ Bloomsbury.
• 2 oz Tanqueray Bloomsbury
• 2 oz Dolin Dry Vermouth • 2 Dashes Orange Bitters
(1 Dash Fee's, 1 Dash Regan's if we're being picky)
Stir, serve up in a Nick & Nora glass. Garnish w/ a lemon twist.
Tanqueray Fifty Fifty Martini Tanqueray Bloomsbury Buck
OVERVIEW
SUPPORT
EXECUTION
AUG / SEP
INNOVATION
• LIQUID: Blend of Captain Morgan’s Famed Rum and a Unique Bold Spice Blend • TASTE: Caribbean Citrus w/ Chipotle & Jalapeno Pepper • SRP: Line Priced w/ Captain Morgan OSR • SIZES: 50ml, 750ml, 1.0L • PROOF: 35% ABV / 70 Proof • SERVE: Chilled Shot
SHOTS! SHOTS! SHOTS! • Dramatic increase in shots on-premise with 39% of
bartenders reporting serving more shots • 56% Growth of Shots on Menus in the Last 2 Years4
• Captain Morgan is the #1 Premium Spiced Rum in Cocktails on Menu2
• Over 80% of consumers drink Captain Morgan on a regular basis – more than Bacardi or Malibu3
• Captain Morgan is Top Rum brand for Shots!
1. Millward Brown Form of Consumption Survey Feb 2104 2. Technomic 2014 Trends in Adult Beverage Study 3. Mintel on premise alcohol consumption trends May 2014 4.Technomic Menu Monitor 2014
Activation Army POS Social Media
3D Window Cling
3D Floor Decal
Shelf Talker
Glowing Pourer
Case Card Case Tucker
50ml Counter
Unit
Display Bottle
Gripper
Sampling & Managed Bar Nights (MBN)
RAISE YOUR GLASS. ALWAYS IN MODERATION. CAPTAIN MORGAN Caribbean Rum. 35% Alc/Vol. ©2015 Captain Morgan Rum Co., Norwalk, CT.
ON-PREMISE • Priority Channels: Neighborhood Bar, Sports
Bar, Intellectual-Hub (iHub), Casual Dining • Key Drivers: Capture the Group Shot
Occasion in High Volume Rum Accounts • Menus: Group Shot Ritual • Managed Bar Nights (MBN): Captain Morgan
Halloween Activations • Packaging: UV Ink Detail Allows Cannonball
Shaped Bottle to Glow using a Black-Light
OFF-PREMISE • SHELF: Between Captain Morgan OSR &
Captain Morgan White (to the Right of White) • DISPLAY: Expand Captain Morgan Footprint by
Including Cannon Blast in Existing Captain Morgan OSR & White Displays
• COUNTER: Activate 50ml Display to Drive Trial & Impulse Purchase
• SAMPLING: Multi-Branded CC, featuring CM Cannonblast
• COUPONS: Multi-Branded $2 IRC with the purchase of Captain Morgan family 750ml+ (at time of sampling only)
OVERVIEW
SUPPORT
EXECUTION
AUG / SEPT
INNOVATION
• LIQUID: Medium-Roasted Columbian Arabica Beans, Blended w/ Smooth Caribbean Rum from US Virgin Islands, 5X Distilled • TASTE: Finely Balanced, Rich, Real Espresso Taste • SRP: $17.99 • SIZES: 50ml, 750ml • PROOF: 30% ABV / 60 Proof • SERVE: Chilled Shot, On-The-Rocks, Cowboy Coffee, Mixed Cocktails
CONSUMERS ARE ENJOYING COFFEE BEVERAGES IN NEW WAYS
• Coffee is Growing: Ready-to-Serve non alcoholic coffee drinks are the fastest growing segment of the non alcoholic drinks category +6.2% last year (vs. soda -3.2%).1
• Coffee Cocktail sales have grown +11% on-premise over last year, +18% in sales per point of distribution.2
• Coffee beers are an exciting intersection in craft beverages, and provide a helpful gateway to coffee lovers looking to develop a taste for craft beer.3
Please Drink Responsibly. Grind Espresso Shot. Caribbean Rum Blended w/ Coffee Extract, Espresso, Coffee & Other Natural Flavors & Caramel Color. 30% ABV ©2015 Grind Distilling Company, Norwalk, CT 1. Source: Beverage Marketing Corp, US LRB Vol by Segment Percent Change 2012/2013 2. Guestmetrics January 2015 3.Good Housekeeping Inside the Institute Dec 2014 & LA Times December 2014
POS Sampling Bartender Seeding Digital PR / Press
T-Shirts Mugs
Table Tents Shelf Talkers Case Tuckers
ON & OFF PREMISE • Heavy-Up in Coffee-Culture Hubs • Engage Bartenders as Advocates • Challenge Coffee Liqueur Perceptions • Taste & Educate vs. Competitive Brands • Highlight its Versatility by Show-Casing
Three Serves on the Back of Pack
Caribbean Rum Base
Real Coffee Ingredient Call-Outs
Compelling & Unique Reason
to Believe
PACK DETAILS
PLEASE DRINK RESPONSIBLY. ©2014 The Smirnoff Company, Norwalk, CT.
EXECUTION
SUPPORT
OVERVIEW
SEP / OCT
INNOVATION
• FLAVORS: BERRY LEMON WATERMELON GREEN APPLE FRUIT PUNCH • SERVE: Chilled Shot • SRP: Line Priced w/ Existing Smirnoff Flavored Vodkas • SIZES: 50ml, 750mL & 1.0L • PROOF: 30% ABV / 60 Proof
BLACK-LIGHT ENHANCED BOTTLE • Iconic Smirnoff Eyebrow • Smirnoff Sours Lock Up • Flavor Name
Brand Ambassadors
Intellectual Hub (iHub) Activation Army
TV & Digital
Sampling Events
OFF-PREMISE • SHELF-SET: Smirnoff Sours should be placed to the Right of
Smirnoff No. 21 Vodka • Priority on Shelf (Left to Right): Berry Lemon, Green
Apple, Watermelon, Fruit Punch • DISPLAY: Smirnoff Sours Stand-Alone or with Smirnoff No.
21 Vodka in a High Traffic Location • VAP: Smirnoff No. 21 Vodka 1.75L with (2) 50mls Smirnoff
Sours (Berry Lemon & Green Apple) On-Pack
ON-PREMISE • BACKBAR: Placement Next to Fireball
Cinnamon Whisky & Other Shot Brands • MENU/FEATURE: Straight Shots
(Primary) & Simple Shots (2 Ingredients) • SAMPLING: Smirnoff Sours Managed Bar
Night (MBN) Events
Electronic Dance Music Festivals
BERRY LEMON
Sour Apple Shot
2 oz Smirnoff Sours Green
Apple
Sour Watermelon
Shot 2 oz Smirnoff
Sours Watermelon
Sour Fruit Punch Shot
2 oz Smirnoff Sours Fruit
Punch
Sour Berry Lemon Shot
2 oz Smirnoff Sours Berry
Lemon
OVERVIEW
EXECUTION
STUDEBAKER FULL STRENGTH READY-TO-SERVE WHISKY COCKTAILS
MANHATTAN & OLD FASHIONED
SEP / OCT
INNOVATION
• COCKTAIL: Manhattan • TASTE: Whisky, Wine, Vermouth, Dark Fruit, Cherry, Bitters
• COCKTAIL: Old Fashioned • TASTE: Whisky, Drying Orange, Cherry, Peely, Bitters
• LIQUID: Canadian Whisky • SRP: $24.99 • SIZES: 750ml • PROOF: 30% ABV / 60 Proof • SERVE: Chilled, Over Ice
WHISKY IS STILL ON TOP • Whisky is the Largest Spirit Segment & Continues
to Grow (+10.5%) Twice as Fast the Total Category (+5.4%). 1
• Combined the Whisky Based Manhattan & Old Fashion Cocktails have Grown 46% in the On-Premise Over the Past 2 Years. 2
• Consumers are Looking for Higher Alcohol Content when Choosing a Ready-To-Serve (RTS) Cocktail. 3
PLEASE DRINK RESPONSIBLY.
OFF-PREMISE • SHELF: Studebaker should be in the Whiskey Section
• Priority #1: To the Right of High West Pre-Mixed Cocktails (where distributed)
• Priority #2: Below Bulleit Bourbon • DISPLAY: Utilize POS on Shelf to Call Out the Outstanding
Liquid Attributes
ON-PREMISE • DISTRIBUTION: Target Accounts with High Speed to Serve
& Transient Bartenders
POS Master of Whisky Sampling Digital
During the days of prohibition (1919-1933) Canadian Whiskey boomed in the United States. As whiskey that had been legally distilled north of the border made its
way to millions of thirsty Americans hiding out in speakeasies across the country. Bartenders looking for
quality spirits quickly became fond of the dynamically rich taste of Canadian Whiskey and enthusiastically adopted it
for their whiskey cocktails like the Manhattan & Old Fashioned.
CANADIAN WHISKEY HERITAGE
SUPPORT
Source: 1. Nielsen XAOC+L 52 WE 4/25/15; 2. Technomic Q1 2015. 2014, 2013; 3. Lightspeed GMI/Mintel
DC&E WINES
DISPLAY & VISIBILITY JULY 2015 ACACIA® WINES - “CELEBRATE LOCAL FLAVOR”
The Situation
The Idea
How it Works
Key Benefits
Next Steps
1. Invite consumers to savor local seasonal flavors for their holiday meal solutions 2. Cross-merchandise with key categories that drive display and help to elevate an experience
or gathering: gourmet foods, produce, cheese/deli, better for you/organic products 3. Display:
•Primary: Suggest in and out of department displays •Secondary: Build mass display utilizing new rack and decor
2. POS: •Use the full selection of Summer POS to drive visibility and trial
3. Sampling •Where legal, execute sampling program driving trial & strong consumer connections
• Stock up on the entire ACACIA® & A BY ACACIA® wines portfolio to meet consumer demand • Execute recommended display & activation standards provided.
• Simple, easy farm to table recipes through print and POS to encourage pairings with artisanal recipes •ACACIA® wines provide a solution by pairing locally sourced foods with outstanding wine. •This new line continues Acacia’s history of single-focus on Burgundian varietals and significant over-delivery on wine quality. It leverages Acacia’s brand equity to give consumers a chance to experience Acacia wines at an everyday price. The wines are crisp, balanced styles, with expressive fruit, that are great with food.
• ACACIA® wines celebrate the craft of local farming, winemaking artistry and strives to inspire you to discover new local flavors and experiences with others
• ACACIA® wines create a stronger synergy between food and wine, tapping into the growing “Farm to Table” trend, consumers growing interest in more nutritional and locally-grown foods
• ACACIA® wines will introduces simple, easy farm to table recipes that will drive Acacia’s initiative and encourage wine pairing with artisanal recipes
DIAGEO Internal – Not for Redistribution, Please Drink Responsibly ©2015 ACACIA VINEYARD, NAPA, CA
16,615
16,790
17,536
2 Yag YAG L52
Dollar Sales ‘000
Source: 1. United States Department of Agriculture, 08/14/2014 2014 vs. 2010; 2. Spectra 2013; 3. The Nielsen Company Total US XAOC Latest 52WE 1/3/15
• The presence of Farmer’s Markets has grown +34% as consumers show a greater interest in eating local1, but they are looking for recipe ideas.2
• ACACIA® provides a solution by pairing locally sourced foods with outstanding wine.
• ACACIA® winemaking artistry has resulted in sales growth over the last 3 years.3
Program Support
Recommended Display Standards
POS/Tools: Shelf talkers, 3-Case Rack Displays, Sell Sheets, Case Cards, Webisodes/Videos, Education Modules, Mobile Wine Bar Sampling
• Digital Content Sharing • Leverage Acacia-owned recipes
• Drive awareness and consideration in store via point of sale visibility, shelf talkers with tasting notes and food pairings, and added value coupons and recipe neckers.
• Estimated 500 Mobile Wine Bar Samplings throughout the U.S.
A. Mass Display: 15+ in A, 10+ in B B. Secondary Display of Carneros wines with Case
Card, IRC/MIR and Lug-On C. Cross-Merchandise in Meat section using
A x A Pinot or Seafood w/ UnOaked Chardonnay A X A CHARDONNAY 50% A X A PINOT NOIR 35% A X A RED BLEND 10% A X A UNOAKED CHARDONNAY 5%
CARNEROS CHARDONNAY 50% CARNEROS PINOT NOIR 50%
A. Engage consumers during sampling events with history of being an iconic part of pioneering the Carneros region of the rolling hills of Napa Valley.
B. Leverage Chefs USA (Where legal) as part of the Mobile Wine Bar Sampling Program with having the Chefs prepare different foods that pair well with Acacia wines.
C. See Channel Standards for Sampling Goals & Targets
DISPLAY & VISIBILITY JULY 2015 ACACIA® WINES - “CELEBRATE LOCAL FLAVOR”
MIRs / IRCs Shelf Talkers Recipe Neckers
Barrel Display Display Rack
DIAGEO Internal – Not for Redistribution, Please Drink Responsibly ©2015 ACACIA VINEYARD, NAPA, CA
The Situation
The Idea
How it Works
Key Benefits
Next Steps
1. Display: • Primary: Build display at scale utilizing mass merchandiser • Secondary: Secure of department displays in Seafood or Floral depts. • Secure Cold-Box placements where possible to drive trial
2. POS: • Use the full selection of STELLINA DI NOTTE® POS to drive awareness
and consideration in store via point of sale visibility, shelf-talkers with tasting notes, and added value neckers MIR’s & IRC’s
3. Sampling • Where legal, execute sampling program driving trial & strong
consumer connections (TBD)
• Stock up on STELLINA DI NOTTE® wines portfolio to meet consumer demand • Execute recommended display & activation standards provided.
• Opportunity to drive higher basket ring via cross-promotion with Italian products and healthy and fresh ingredients used in Italian meals and cocktails.
• Cross-merchandise with key categories that drive display; Italian gourmet foods, fresh ingredients tomatoes, herbs & spices
• Simple entertaining with a modern, Italian twist. STELLINA DI NOTTE® wines add style with an Italian flair to casual gatherings and the modern and stylish Italian wine of choice for causal meals and cocktails.
• Drives value with simple Italian recipes and meal solutions with wine pairings via a recipe book, cross merchandising coupons and added value necker to make summer entertaining easy.
• Showcase easy cocktail and meal solutions with wine pairings via POS that encourages stock up on STELLINA DI NOTTE® wines and drives traffic to other products.
DISPLAY & VISIBILITY JULY 2015 STELLINA DI NOTTE®
Diageo Internal -- PRIVILEGED AND CONFIDENTIAL Not for Redistribution
• Prosecco & Pinot Grigio/ Gris have seen year over year growth the last five years!1
• STELLINA DI NOTTE® wines have accelerated double digit growth in both Prosecco and Pinot Grigio.1 and offer a high quality Premium price tier product for any occasion.
• Prosecco and Pinot Grigio sales spike 14% higher in the week of July 4th than any other week1
43%
14%
Prosecco Pinot Grigio
Stellina di Notte Dollar % Chg vs. YAG
Source: 1- Nielsen XAOC 52WE 1/3/15
Program Support
Recommended Display Standards
POS/Tools: Shelf talkers, 3-Case Rack Displays, Sell Sheets, Case Cards, Cold Box Cling, Case Tuckers. Posters, IRC’s/MIR’s, Digital Food & Cocktail Recipes, Mobile Wine Bar Sampling (TBD)
• Drives value with simple Italian recipes and meal solutions with wine pairings via a recipe book, cross merchandising coupons and added value necker to make summer entertaining easy.
• Opportunity to drive higher basket ring via cross-promotion with Italian products and healthy and fresh ingredients used in Italian meals and cocktails.
• Digital Content Sharing • Leverage Food & Cocktail -owned recipes
• Estimated XYZ Mobile Wine Bar Samplings throughout the U.S. (TBD)
A. Mass Display: 15+ in A, 10+ in B B. Secondary Display of Prosecco with Case
Card, IRC/MIR or other added value neckers C. Cross-Merchandise Pinot Grigio in Seafood
Depts. and Prosecco in Floral Depts.
STELLINA DI NOTTE PINOT GRIGIO 90% STELLINA DI NOTTE PROSECCO 10%
A. Showcase entertaining ideas with consumers using Food & Cocktail Recipes
B. Leverage Chefs USA where possible as part of the Mobile Wine Bar Sampling Program with having the Chefs prepare different foods that pair well with Stellina wines. (TBD)
C. See Channel Standards for Sampling Goals & Targets
DISPLAY & VISIBILITY JULY 2015 STELLINA DI NOTTE®
Drive awareness and consideration in store via point of sale visibility, shelf-talkers with tasting notes, and added
value neckers MIR’s & IRC’s
Cross-merchandise with key categories that drive display; Italian gourmet foods, fresh ingredients
tomatoes, herbs & spices
Diageo Internal -- PRIVILEGED AND CONFIDENTIAL Not for Redistribution
DISPLAY & VISIBILITY AUGUST “SUMMER” 2015 BVCE® / BV® NAPA – BE VISIONARY
The Situation
The Idea
How it Works
Key Benefits
Next Steps • Stock up on the entire BV® portfolio to meet consumer demand • Execute Recommended display & activation standards provided
• The BV® Coastal Estates & BV® Napa wines are recognized by consumers nationwide for their full flavor and rich CA heritage.
• Be Visionary What it Means: • Celebrating those with a UNIQUE VISION by sharing stories of how
CHALLENGING THE NORMS can lead to great achievement • Positioning bridges the gap between our brand roots and our future • Creates cultural relevancy by connecting with the “entrepreneurial spirit” • Connects with consumers & gatekeepers in a more modern way
1. Display: • Primary: Secure in and out of department displays (minimum 5 cases). • Secondary: Build “Never Replicated” Themed Mass Display
2. POS: Value Added Coupons & Shelf Talkers, Tuckers along with New Rack 3. Sampling: H2 Events = Estimated 600. Where available & legal, execute
sampling program driving trial & strong consumer connections. 4. Drive awareness of brand via digital promotion, social media and PR
Please Enjoy Responsibly. ©2015 Beaulieu Vineyard, Rutherford, CA
DIAGEO Internal, Not for Redistribution
• BV® Napa is growing sales faster than the total category and leading competitors in the same price tier.1
• BV® Coastal Estates drives higher lift and more consumer pull than the #1 brand in the price tier1
• BV ® Napa drives 1.3 times greater consumer pull than Robert Mondavi in the summer2
• BEAULIEU VINEYARD® continues its Be Visionary campaign by inviting consumers to taste the difference 115 years of winemaking experience brings, showing them there is a reason BV has produced wine, without pause, since 1900.
• Taste the difference. Allow consumers to taste the difference 115 years of winemaking experience brings really helping to justify the price / value equation for BV.
Source: 1- Nielsen XAOC 52 WE 1/3/15; 2- Nielsen XAOC 8 WE 10/25/14
Program Support
Recommended Display Standards
Off Premise: Three Case Rack, Coupons (MIR & IRC), Case cards, & Case Tuckers, Sell Sheets, Core Buff,
Mobile Wine Bar Sampling Events
Media & program support: • BV® will be highly visible via National Print, Digital Advertising,
PR & Social Media wit Over 15MM Impressions! • New York Times & Esquire • Wine Spectator
• Digital/Video Advertising / Facebook advertising & acquisition • BV® will draw consumer pull with high-impact displays,
cross-merchandising coupons and added value neckers
A. Mass Display: 15+ in A, 10+ in B B. Secondary Display of BV Napa Cabernet with Case Card,
IRC/MIR and Lug-On C. Cross-Merchandise in Meat section using BVCE Cabernet,
Red Blend or BV Napa or Rutherford Cabernet A. Engage consumers during sampling events with legacy
and history of being an iconic label for over 113 years B. Suggest Chefs USA where legal as part of the Mobile Wine
Bar Sampling Program with having the Chefs prepare different foods that pair well with BV wines
C. See Channel Standards for Sampling Goals & Targets
BVCE CABERNET 50% BVCE CHARDONNAY 35% BVCE PINOT NOIR 10% BVCE MERLOT 5%
DISPLAY & VISIBILITY AUGUST “SUMMER” 2015BVCE® / BV® NAPA – BE VISIONARY
BVCE IRC & MIR
BV NAPA IRC & MIR
Social Media &
Digital Advertising Shelf Talkers
DISPLAY & VISIBILITY AUGUST 2015 GREAT AMERICAN WINE COMPANY™ “LABOR DAY”
The Situation
The Idea
How it Works
Key Benefits
Next Steps
1. Display: • Primary: Cross-merchandise & build impactful displays for entertaining with
key categories that drive display and help to elevate an experience or gathering: BBQ foods, seasonal items, meat, deli & seafood departments
• Create best in class mass displays to draw awareness and excitement on the brand using “Labor Day” POS and IRC’s/MIR’s
• Get creative: think outside the box and look to other categories for inspiration (beer/soda)
• Support tools throughout the year reinforce Celebrate American and distribution/display building
2. Sampling • Execute sampling program driving trial & strong consumer connections
• The Great American Wine Company™ is the perfect fit to “Celebrate Labor Day” and encourages consumers to celebrate the end of summer in Americana style.
• Invite consumers to celebrate Labor Day weekend with our wines that give back to military charities • The Great American Wine Company™ aligns with American traditions, holidays and events to
reinforce the brand’s connection to consumers’ Great American Celebrations throughout the year • To reinforce the patriotism of the brand, each calendar year The Great American Wine Company
will provide a generous monetary donation to military charities • In 2015, our primary recipient will be the USO with a sizable donation to support their efforts
• Opportunity to drive higher basket ring via cross-promotion to provide them Americana meal and entertainment solutions
• Great American celebrations are year-round and we want to remind consumers that we’re the perfect fit for them at every opportunity that we get.
• Diageo Divisions/Distributors reach out to local USO chapters in their markets to establish a relationship
• Opportunity for local volunteering, donation, and/or support efforts
• Connect with local retailers to build a broader support effort in the communities with the USO Center • Build Impactful Displays with all 4 varietals • Use Flag floor displays and or USA floor displays
Please Enjoy Our Wines Responsibly © 2015 Great American Wine Company, Napa, CA
• Summer holidays are the peak season for BBQ parties where wine is a popular choice.1
• Sales grew leading up to major summer holidays, jumping +9% for Memorial Day from the prior month.2
• The Great American Wine Company™ continues to be grow post launch, and is the #1 innovation wine launch in 2014. 3
Source: 1. Technomic “Barbeque” July 2012; 2. The Nielsen Company Total US + Liq we 7/19/14 3. The Nielsen Company Total US + Liq 52wk ending 1/3/15
Program Support
Recommended Display Standards
Off Premise: Mass Merchandiser, Coupons (MIR & IRC), Case cards, & Case Tuckers, Sell Sheets, Core Buff,
Mobile Wine Bar Sampling Events
A. Mass Display: 15+ in A, 10+ in B B. Secondary Display of GAWco top varietal with
rack, case card, IRC/MIR and lug-on C. Cross-Merchandise in meat section using Red
Blend and in seafood w/ Chardonnay
CABERNET 30% CHARDONNAY 30% RED BLEND 30% ZINFANDEL 10%
A. Engage consumers during sampling events with communicate that Diageo is a proud supporter of the USO and has donated to the USO previously as part of “Diageo Salutes the Troops” programming
B. Leverage Chefs USA as part of the Mobile Wine Bar Sampling Program with having the Chefs prepare different foods that pair well with Sterling wines.
C. See Channel Standards for Sampling Goals & Targets
• National USO Activation • Launch “Celebrate Labor Day” POS and packaging to draw
awareness to military charity donation, drive consumers online for more information
• Dedicated POS materials call out the donation to the USO • PR – check presentation to USO • Creative available for retailers to announce GAWCo USO Tie-in
• Military Channel Activation • Dedicated programming in the Military Channel with a
donation to iPads for Soldiers • Dedicated POS in AAFES and Nexcom
DISPLAY & VISIBILITY AUGUST 2015 GREAT AMERICAN WINE COMPANY™ “LABOR DAY”
GAWco Labor Day Shelf -Talkers
GAWco IRC & MIR / Case Tuckers
DC&E INNOVATION
CALIFRESCA is our first brand to release under the newly defined ‘Grape-Based-Adult-Refreshment’ platform.
TTB classifies CALIFRESCA as a “carbonated white wine with natural flavors” Source: 1. Euromonitor International 2013
PRODUCT DETAILS: • Made from California dry white wine • SRP: $12.99/$10.99 • % ABV: 12.5%
SITUATION: • Category lines are blurring: Consumers are purchasing less by segment and
more by flavor and convenience.1
• Ready-to-Drink sales are • CALIFRESCA is a cocktail of bubbly white wine and natural flavors.
IDEA: “Cocktails for Wine Lovers” targeting wine loving consumers
seeking convenience and refreshing taste.
FPO FPO
LIQUID DETAILS: CALIFRESCA Apple Spritz: • Nose opens like the first cut of a
freshly picked orchard apple. Sweet, luscious fuji apple juice notes are nicely balanced with the structure of other apple layers. Finish lingers like an appletini.
CALIFRESCA Grapefruit Fizz: • Crisp grapefruit and citrus peel on the
nose. Ruby Red grapefruit bursts through in the mouth with the slight acidity balanced with a smooth, tangerine finish.
POS: • Case Card • Case Tucker, • Cold Box cling • Recipe necker • 2-case Corrugate display rack
CALIFRESCA will be supported with sampling events, PR, coupons, POS and cocktail recipes at launch and
during key seasonal windows throughout the year
shippers
Sample POS look & feel
COCKTAIL RECIPES: • CALIFRESCA Apple Cider
• 6 oz. CALIFRESCA™ Apple Spritz • 1 oz. Crown Royal Regal Apple™ • 2 oz. soda water
• CALIFRESCA Paloma: • 3 oz. CALIFRESCA™ Grapefruit Fizz • 1 oz. Don Julio® Blanco tequila • 2 oz. soda water • Juice from half a lime • Garnish with lime wedge
Situation Since launch in January 2015, Chateau La Paws is growing double digits each week.1
55% will pay more for a product associated with a good cause.2
46% view the pet homelessness problem as very important, yet more than half don’t know how to provide support3
Over HALF of shoppers say their purchase depends on the packaging and they check the label before buying to ensure the brand is committed to a positive social or environmental issue.5
$1K $2K $6K $10K
$23K $29K
$34K
Wk 1 Wk 2 Wk 3 Wk 4 Wk 5 Wk 6 Wk 7
Chateau La Paws$ Sales
Opportunity Human and animal welfare are among the top 5 issues consumers look to support1
68%
32%
68% Households have pets The majority of pet-households own at least 1 dog (~56MM households)2
Consumers spent $55.72 billion on their pets in 2013 and are projected to spend $58.51 billion in 20142
National Dog Day is
August 26th
Introducing Chateau La Paws: Sweet Red Blend, Cabernet, Merlot & Sauv Blanc
IDEA: Life is better with our furry friends. That’s why we back up our belief with action by proudly supporting no kill animal shelters. Happy Wine. Happy Dogs.
RATIONALE: Bold, playful, loyal, friendly….the dogs have a lot in common with our wines! Chateau La Paws wines are inspired by the unique personalities of the shelter dogs featured on our labels.
NORTH SHORE ANIMAL LEAGUE TIE-IN: 16 new dogs featured across 4 new varietals Professionally photographed real rescue dogs from North Shore Animal League America Chateau La Paws proudly supports no-kill shelters
SUGGESTED COMPETITON: Yellow Tail, Duck Commander, Cupcake Vineyards, Barefoot, Tussock Jumper, LAB
Sweet Red Blend
Cabernet
Merlot
Sauvignon Blanc
North Shore Animal League America— the world's largest no-kill rescue and adoption organization—has
saved the lives of over 1 million dogs, cats, puppies and kittens at risk of euthanasia. Through our many
innovative programs, we reach across the country to rescue animals from overcrowded shelters, unwanted
litters, puppy mills, natural disasters and other emergencies and find them permanent, loving homes.
Chateau La Paws Proudly Supports No Kill Animal Shelters
To reinforce the charitable idea of the brand, Chateau La Paws will provide a $100,000 donation to support no-kill animal shelters in 2015
In 2015, our national beneficiary will be North Shore Animal League America (NSALA) with a $100,000 donation in support of their efforts of no-kill awareness and affiliated shelters
Off-Premise Path to Purchase
Digital Visibility Shelf Digital Visibility
Poster
Necker
Wobblers by varietal (with tasting notes)
Case Cards Dog Treat
Necker
Tools to support consumer engagement and reinforce support of no-kill animal shelters at every step
Floor Decal 3 Case
Rack with Take One
Water Bowl
Take One
Tennis Ball
How It Works: Display Recommendations Stacks, Racks & Co-Merchandise for maximum impact with shoppers
Racks Stacks Co-Merch
Cross-Merch Coupons available
Recommended Categories include:
Dog FoodDog TreatsPet Care Pet Toys
Help drive out-of-section displays with 3 case rack
and Customizable Take-One
Leverage POS with multiple dog visuals to drive
awareness in-store in the wine section and pet aisle
Award Winning Launch Varietals
2015 Los Angeles International Wine Competition
GOLD MEDAL WINNERS
Red Blend, 94 points (Best of Class) Chardonnay, 91 points
PLEASE DRINK RESPONSIBLY.©2015 Diageo, Norwalk, CT
CELEBRATING LIFEEVERY DAY, EVERYWHERE,
RESPONSIBLY.
