Contents

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Information PackBoot Camp & Live Final

19 – 25 May 2013

Contents1

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Contents*

Boot Camp & Live Final overviewIntroduction to Diageo’s Global Innovation Centre & the liquid development process Meet your team; The Global Innovation Centre expertsMeet the packaging & brand designersMeet the judgesMeet the inspirational speakers Meet your Boot Camp & Live Final ‘buddy’Media, photography & filming What happens if you winTravel & accommodation Next steps & what we need from you Boot Camp & Live Final schedule Notes

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1 Boot Camp & Live Final overview

Your idea has beaten hun-dreds of innovative, high calibre entries from top

bartenders across Western Eu-rope and has taken you through to the final stage of this indus-try-first, Show Your Spirit com-petition. Boot Camp will be your chance to bring your product to life before presenting it to the judges at the Live Final, and po-tentially crowning you winner of the inaugural Show Your Spirit 2013!

You will experience all the pro-cesses required to develop and create a new liquid. Working with some of world’s best liquid developers, multi-sensory spe-cialists and branding and pack-aging experts you will be able to refine the flavours, texture and look of your liquid, as well as the bottle design.

During the week you will be in-vited to attend a breakfast with leading industry experts Dawn Davies, Sommelier and Wine and Spirit Buyer for Selfridges & Co. as well as Matt Barwell, Market-ing and Innovation Director of Diageo Western Europe (see page 12 for more information). They will be giving you an inspiration-al talk to help you understand the commercial aspects of creating and launching a new product, and answer any questions you may have.

On the fifth day (24 May 2013) you will present your liquid concept to the panel of judges at the Live Final. The Live Final will take place at Diageo’s head-quarters in Park Royal, London. Each finalist will have a set time to pitch, in which you will be ex-pected to present your liquid, the inspiration and story behind your idea and mix your two suggested serves for the judges to try. Please note, you will not be allowed to use homemade syrups/ingredi-ents in the drinks you serve.

Your fellow competitors will be held in another room so they can-not overhear your presentation.

A bar and all usual bar/mixing equipment will be provided, including shakers, a variety of glasses, mixers, additional ingre-dients (lemons, limes, ice) etc. However, if you require specific equipment and more unusual ingredients please let us know so we can order these items for you.

After hearing all five pitches, the judges will confer, following which the winner will be an-nounced.

Please see chapter 12 for a full day-by-day Boot Camp and Live Final schedule.

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2 Introduction to Diageo’s Global Innovation Centre & the liquid development process

Diageo’s industry-leading Global Innovation Centre, based in Woodside, Hert-

fordshire, UK, is home to Global Technical Innovation teams for Europe and Africa, with the focus on driving Diageo’s innovation, liquid development, packaging and technology.

Woodside has 50 dedicated sci-entists working on liquid devel-opment, sensory, processing and medium to long term research to deliver new liquids globally. All these skills are developed and perfected internally using Wood-side’s training academy - no-one is better at liquid development than they are!

Diageo is always pushing the boundaries of innovation. The following have been developed at the Global Innovation Centre:

• Inventing the process to sta-bilise creams and alcohol to create an entirely new cate-gory, in the form of Baileys Original Irish Cream

• Developing Ciroc vodka• Pioneering fresh botanical

distillation to create Tan-queray 10 No. 10

• Developing the Guinness Surger to ensure Guinness lovers everywhere can have a perfectly poured and surged pint every time

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Liquid innovation overview

Liquid development is at the heart of innovating and creating new, exciting

products. The liquid developers collect and intricately blend nu-merous flavours and ingredients to perfect the taste, texture and look of the liquid.

The key steps Diageo liquid devel-opers take when developing prod-ucts include:

• Knowing the category and their competitors; they ex-plore the category and taste all the competitors’ liquids to ensure they know the market in which they’re launching

• Looking at trends across dif-ferent categories and indus-tries, talking to bartenders and chefs for trends in their areas and exploring new ingredients their suppliers can provide

• Completing category profil-ing to identify gaps in the market with the Sensory and Consumer Guidance team and also understand-ing why consumers love the products they do

• Researching the consumer to understand what they currently drink; when, where and why they will switch to a new product

• Planning the liquid devel-opment strategy – what questions they still need to ask, which experts they will talk to, what suppliers will they use etc.

• Working through the devel-opment of the liquid using various techniques (both in-ternal and with consumers)

Sensory also has a critical role and is fully integrated into the product development process. The team at Woodside uses a multi-sensory approach that guides developers in the taste, smell, appearance, feel and even sound of the liquid and packag-ing. The team includes a global group of sensory professionals giving the highest level of guid-ance on all projects.

Sensory and liquid specialists partner throughout the devel-opment process to ensure they achieve a gold standard liquid.

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Meet your team; The Global Innovation Centre experts3

Alison originally joined Di-ageo as a graduate recruit having completed time in

Global Supply. She has extensive knowledge of Diageo’s commer-cialisation process and produc-tions. Alison is a liquid developer with strong skills across liqueurs and gin, and a real talent for balanc-ing flavours.

Alison King

Nicola has worked on a wide range of liquids, in-cluding vodkas, whisky,

brandy, rum, premix, wine and Baileys flavours. She has worked in both Europe and Russia, as well as supporting some key global programmes. Nicola has created and launched products such as Gilbey’s Brandy and various premixes.

Nicola Rowntree

Alison has worked on Pimm’s Blackberry and Elderflower, mul-tiple new Gordon’s innovations (details still under wraps!) and exploratory products that are still in the pipeline.

Fionnola Geaney

Fionnola will be leading the liquid development process throughout Boot Camp and

has hand-picked some of Diageo’s leading liquid developers to work with you.

Fionnola began her career with Diageo 15 years ago, working in Research and Development for Guinness at St. James Gate, Dublin. After five years in pro-cess innovation for beer, Fion-

nola moved to Woodside to join the Global Technical Innovation team as a liquid developer. She then spent two years in New York working in innovation across Dia-geo North America before return-ing to Woodside.

Fionnola leads the expert team of liquid developers for Western Eu-rope, Eastern Europe and Russia.

You will be partnered with one of the following liquid developers who will work with you throughout Boot Camp. They will be supported by Carolyn Appleby and Anthony Wilson, Technical Liquid Specialists for Africa and Europe respectively, who have extensive experience in liquid development and innovation. An additional team of specialists across sensory science, processing, technology and liquid development will also be avail-able.

Based in the UK, Peter cur-rently works across Euro-pean and African projects.

Peter has also worked in North America, South Africa and Kenya creating liquids for test markets and launch. Peter’s “claims to fame” include Gordon’s Cucumber, Richot Bran-dy, Sheridan’s Berries and frozen Peter Brewin

Dawn has a BS in Food Sci-ence & Nutrition, is a cer-tified bartender and has

worked in liquid development and in sensory teams in the US. Based in the US, Dawn has sup-ported North America and Latin America on a range of products, such as Bulleit Rye Whiskey (US), Smirnoff Passion Fruit & Red Berry Caipiroska (Brazil), Smirn-Dawn Karels

Aarti has developed Diageo brands across categories and regions, including Eu-

rope, Africa and North America. Aarti has worked on Smirnoff, Jose Cuervo, Parrot Bay, J&B, Ar-chers, Alvaro and Snapp, to name but a few. Aarti’s most recent liquid cre-ation, Snapp, was recently Aarti Calvin

cocktails. He helped to create and launch Diageo’s premix category, liqueurs, whisky, gin, rum and bitters.

launched in Africa. This is ex-pected to be one of Diageo’s most successful new to world launches ever!

off Cranberry & Lime (US) and Crown Royal Black Whiskey (US).

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4 Meet the design team

Steve HonourDesign Manager for Diageo

Europe & Africa

Steve will be the packaging and design Creative Direc-tor at Boot Camp. He will

also be hand-picking the team of designers from Diageo’s design agency, Design Bridge, who will be working with you throughout the week. Steve has over 15 years design and creative experience work-ing in the FMCG sector. He has worked with some of the world’s biggest brands, and has helped create new and successful inno-vations in the African and Euro-pean markets, including Gordon’s Conran Ltd. Editions, Snapp Afri-ca and Sharks Tooth Russia.

Steve says, “Design is a lifestyle, not a job. Consumers are smart, and should whole-heartedly be respected by the designs and the brands they engage with.“

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Design Bridge

Design Bridge is an inde-pendent, international, brand design agency, with

studios in London, Amsterdam and Singapore. It blends creative passion, strategic insight and has a firm belief in the power of cre-ative ideas.

Over the last 25 years Design Bridge has helped create, develop and evolve iconic and challeng-ing brands across the world. Design Bridge now works with Diageo across its portfolio from Gordon’s and Tanqueray to Sin-gleton and Johnnie Walker. De-sign Bridge received a Global Marketing Brilliance award for design and gifting for Mahiki Co-conut Liqueur.

The aim of packaging design is to make a positive, impactful connection with the consumer. It needs to provide a strong first impression, and be instantly rec-ognised with strong stand out on back bars. Packaging, brands and bottle design creates and rep-resents the liquid’s personality. These personalities are designed using many techniques, including craft, provenance, heritage and beauty. Using a combination of these elements will enable you to co-create your brand to be iconic in its design, as well as in its per-sonality.

Mahiki

1 © Design Bridge

Diageo/The Brompton Group UK Spirits

Challenge London-based Mahiki, a tiki-inspired nightclub frequented by young royals, wanted to extend its brand and launch a coconut liqueur. We were asked to create packaging that would be premium, desirable and that would capture the club’s spirit.

Solution Taking a collection of vintage Hawaiian shirts as our inspiration, we dressed our bottles in not one, but three fabrics that encapsulate the laid back but premium feel of the nightclub. The result is a credible addition to the brand.

Tiki culture

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Meet the Judges5

Syl Saller is the Global Inno-vation Director for Diageo. She is responsible for Dia-

geo’s Innovation Strategy, which includes all New Product Devel-opment, launch programmes and Research and Development worldwide. Syl also heads up Design as well as Global Licensing for Diageo. Prior to this, she was Marketing Director for Diageo GB, leading a team of 140 people, including Consumer and Commercial Mar-keting; Planning; Innovation and the Reserve Brands Group, its lux-ury division.

Syl is a non executive director of Dominos Pizza Group plc. She is a member of the Marketing Group of Great Britain, Women in Ad-vertising and Communications of London, chairing their member-ship committee for three years and a fellow of the Marketing Society.

Syl SallerGlobal Innovation Director,

Diageo Plc

Salvatore Calabrese is one of the world’s most respected bartenders, with a career

spanning more than 30 years in the hospitality business. He has worked at numerous, prestigious bars including The Library Bar at the Lanesborough Hotel and the bar at Duke’s Hotel in St James’, London. He opened ‘Salvatore at FIFTY’ in the FIFTY St James’ ven-ue and his latest venture is ‘Salva-tore at Playboy’.Salvatore Calabrese is a past President of the United Kingdom Bartenders’ Guild. Today, Cal-abrese is active within the indus-try internationally, encouraging bartenders to become more pro-fessional through training pro-

grams, while also judging nation-al and international bartenders’ competitions.

Salvatore has been collecting a raft of impressive awards and accolades for over 20 years. Most recently in 2012, he was awarded the Italian equivalent of the OBE the ‘Salernitani Illusrti nel Mon-do’.

Having created the exceptional Liquore di Limone, by combining lemons with the very best cognac, Salvatore knows what it takes to create a commercially successful product.

Salvatore Calabrese The Maestro

Jörg Meyer has been a bar-tender and entrepreneur in the bar industry since 1997.

His passion for the industry has led to him running two bars in Hamburg:LeLion•BardeParisand The Boilerman Bar.

Since he began running Le Lion • Bar de Paris in 2007 he haspicked up a raft of impressive in-dustry awards and is consistently named in Drinks International Magazine’s Best 50 Bars of the World in 2010, 2011 and 2012. Jörg’s expertise in the indus-

try means he is always in high demand as a keynote speaker, which sees him travelling all over the world to talk about his entre-preneurship, bartending, classic cocktails and drinks history.

With his expertise in the industry, he will know exactly what he’s looking for from your product.

Jörg MeyerWorld renowned Bartender

& Entrepreneur

Noel de Munck has worked with the Hilton group since 1992.

In 2008 Noel was made Director of Food & Beverage UK & Ireland meaning he is currently responsi-ble for the Food & Beverage strat-egy across 29 hotels ensuring the highest standards of quality and guaranteeing that Hilton’s brand values and standards are never compromised in this area.

Having started out as a Restau-rant Manager at Hilton Brussels, Noel has worked with the luxury

hotel group across Europe from Belgium to Malta, Manchester to Luxemburg in food and beverage roles as well as operations.

In his role as Director of Food & Beverage, Noel is ultimately responsible for deciding what products end up on the back bars of Hilton’s UK and Ireland hotels, so it will be key for bartenders entering Show Your Spirit to im-press Noel with their products as they hope to see them stocked by Hilton.

Noel de MunckDirector of Food & Beverage

for Hilton UK & Ireland

As Editor-in-Chief of one of Spain’s leading luxury lifestyle publications, GQ

Spain, Daniel knows what his discerning readers want in a new spirit or liqueur. Being an expert in luxury lifestyle, Daniel knows the ingredients required for a fine drinking experience and has a deep insight into what makes brands fly in this arena.

Prior to being Editor-in-Chief at GQ, Daniel spent five years as Ed-itor of Esquire Spain so has a lot of experience in the luxury media business.

His career has also seen him working for many other Spanish

media and magazines including El Periódico de Catalunya, ABC, AS and 20 Minutos and Rolling Stone magazine.

Daniel EntrialgoEditor-in-Chief of GQ, Spain

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Meet the inspirational speakers6

Matthew Barwell joined Diageo in September 1998 and is a member of

the Global Marketing Leadership Team and the Western Europe Executive Team. He is responsi-ble for marketing and innova-tion for Diageo’s portfolio across Western Europe. Leading a team of 200 marketers, Matthew is also responsible for brand strategy and creative development.

Prior to his European role, Mat-thew spent four years as Regional Marketing and Innovation Direc-tor, Diageo Africa.

Other roles at Diageo have in-cluded Marketing Director - Italy, Global Marketing Director J&B, UDV and Global Marketing Di-rector Ready to Drink (RTD). Be-fore Diageo he spent nine years working for Mars Inc, in a variety of roles including Group Brand Manager (UK), Brands and Spon-sorship Manager at Snickers, and European Purchasing Manager.

Dawn is the Head Wine and Spirits Buyer for Selfridges & Co. The world-renowned

department store has won two awards for its spirit range and has become known as the place to launch the latest spirits.

Dawn initially developed her career at top London restaurant Mju before making her name as an expert sommelier in London, working as a head sommelier at Zuma Restaurant, Gordon Ram-sey’s Boxwood Café and The Square – a two Michelin star restaurant in Mayfair.

Dawn then opened the Ledbury restaurant, which is one of her

proudest achievements. She ran the restaurant for two years, achieving a Michelin star during that time.

Matthew BarwellMarketing & Innovation Director at

Diageo Western Europe

Dawn DaviesWine and Spirits Buyer

at Selfridges & Co.

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7 Meet your Boot Camp & Live Final ‘buddy’

Sharan has been one of the lead driving forces behind Show Your Spirit and she

will be your ‘buddy’ throughout Boot Camp and the Live Final. Sharan will be on hand to answer any questions or concerns you may have and ultimately ensure you have all you need at the final phase of Show Your Spirit.

Born and bred in the Nether-lands, Sharan grew up convinced she wanted to become a lawyer. However, after visiting an open day for a marketing communica-tion course she realised her pas-sion for the discipline. She began her career at Diageo working in the Amsterdam office, where she was responsible for the Reserve business in the Netherlands. During her time in this role she was responsible for World Class and for the brilliant execution of all Reserve brands - as well Grand Marnier in the Dutch Market - through PR, sponsorships and marketing.

In August 2012, Sharan joined the

Europe Innovation team, where she combines her passion for marketing and creation, work-ing on project such as Parrot Bay (freeze and squeeze pouches) and now Show your Spirit. Sharan is very proud of Show Your Spirit and believes it is “combining the best of two worlds – Reserve and Innovation”.

Prior to Diageo, Sharan worked within sponsorship at Hamptons International and product man-agement at L’Oreal.

You can contact Sharan by phone: +44 (0) 208 978 6628 (direct line) +44 (0) 759 081 0025 (mobile) or email: sharan.bal@diageo.com

Sharan BalEurope Innovation Manager &

your Boot Camp Buddy

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Media, photography & filming8Media

At least eight media will be attending Boot Camp on 23 May and the Live Final on

24 May 2013. We will be schedul-ing interviews for you with the media during this time. We will provide exact details ahead of each interview, i.e. the media out-let, journalist’s name, overview of the angle and likely questions.

We will provide you with all de-tails when you are at Boot Camp.

Photography & filming An in-house camera crew and a photographer will be present at Boot Camp and the Live Final to capture footage and images of the process and activity throughout the week.

These assets will be distributed to media and used as content for the Show Your Spirit website, The Re-serve Club website, Twitter, Face-book, YouTube and other online websites.

We may wish to film you and your fellow competitors at your accommodation; getting ready on the morning of the Live Fi-nal, practicing your pitch etc. However we will give you ad-vanced warning if this filming is required.

Please ensure you read and sign the release form document with-in your welcome pack relating to this activity.

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What happens if you win9

For one bartender this excit-ing, unique journey is set to continue. We believe it’s

vital the winner is part of every key moment, so please ensure you keep the following dates free:

• 28 – 29 May 2013: We will be announcing the winning product at the World Class Western Europe Final in Madrid, Spain

• June 2013 (exact date TBC): The winning product will be finalised by the liquid de-velopment and packaging design teams in June, before going into production – a moment we’re extremely excited about

• 4 – 9 July 2013: Industry ex-perts and bartenders will, for the first time, be able to taste the liquid at the World Class Global Final on a cruise ship docking from Nice, France

Remember, the winner will be entitled to five per cent of the net sales for the first five years of the product launch, and have the opportunity to see their co-cre-ated product feature alongside world-famous brands, such as Johnnie Walker Scotch Whisky and Ketel One Vodka. Plus, an additional five per cent of the net sales will be put into a bartender initiatives fund to create a legacy.

It could be you...good luck!

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10 Travel & accommodation

During your time at Boot Camp and the Live Final you will be staying with

your fellow contestants at the stunning Tilty Hill Barn; a beau-tiful conversion of an 18th centu-ry Dutch barn by internationally renowned architect John Pawson. The six bedroom house is in the beautiful countryside close to the historic market town of Thaxted.

The house is widely considered to be one of the most important works by Pawson and has been featured in Vogue magazine as well as on film documentaries around the world.

The barn is kitted out with top spec audio, TV systems and ap-pliances and the full height win-dows give unparalleled views across the countryside. Wi-fi ac-cess will be available; please feel free to bring your own devices for your use e.g. iPad, laptop etc.

Your travel details and itiner-ary will be sent to you via email shortly.

Address: Tilty Hill Barn, Tilty Hill, Nr. Dunmow, Essex.CM6 2EE

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11 Next steps & what we need from you

The following provides de-tails of the next steps and a checklist of actions we

require from you (please also see your separate checklist in your welcome pack):

• Attend a call with Splen-did Communications to go through this pack, the Boot Camp and Live Final sched-ule and ask any questions you may have – Splendid Communications will be in touch to confirm a date and time

• Attend a call with the Boot Camp liquid experts and packaging designers to discuss your product idea in more detail – Splendid Communications will be in touch to confirm dates and times

• Email to Sally Heydon* at Splendid Communications the following:

» The images / music samples / description of smells that repre-sent your product to enable your liquid developer to collate ingredients and be-gin developing your liquid ahead of Boot Camp – 29 April 2013 deadline

» Specific / additional bar equipment and unusual ingredients requirements to cre-ate your serves (if re-quired) – 10 May 2013 deadline

• Sign and return the legal documents in your pack to Splendid Communica-tions by 29 April 2013. The documents to return are as follows:

» The Agreement » The Release Form

document » The Confidentiality

Agreement

• Consider and prepare key points you would like to in-clude in your presentation at the Live Final; the inspi-ration for your liquid, the story behind your idea and serve suggestions

• Check your passport is in date

• Apply for a visa (if applica-ble)

• Organise travel insurance (if applicable)

• Take this information pack to Boot Camp

• Ensure you are free on all dates highlighted in this pack. To recap:

» Sunday 19 – Saturday 25 May 2013

» Monday 28 – Tuesday 29 May 2013

» 4 – 9 July 2013

*You can contact Sally Heydon by phone (+44 207 553 7311) or email: sally@splendidcomms.com

Contents1 Schedule12Sunday

AM

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PM

Arrive at Woodside

Evening

Welcome dinner with Fionnola Geaney, Sharan Bal &

Ravi Jakhodia

MondayAM

Welcome breakfast with Syl Saller & Salvatore Calabrese

Tour of WoodsideLiquid development

PM

Branding & packaging briefing for contestants with

Steve HonourLive Final presentation brief

Liquid development

Evening

Down time to work on presentation

TuesdayAM

Breakfast with Dawn Davies, Selfridges buyer

Liquid development

PM

Branding & packaging sessionIndividual multi-sensory session

Evening

Down time to work on presentation

WednesdayAM

Breakfast with Matt Barwell, Diageo Marketing Director

Liquid developmentBranding & packaging session /time to work on presentation

PM

Developing brand story & consumer proposition

Evening

Down time to work on presentation

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ThursdayAM

Time to work on liquid development, cocktail creation &

presentations

PM

Introduction to mediaAfternoon tea with Daniel Entri-

algo & Jörg MeyerLiquid development

Evening

Media dinner TLA visits

Friday: Live FinalAM

Live Final presentations

PM

Live Final presentationsWinner is announced

Media interviews

Evening

Drinks & canapés

SaturdayAM

Travel home

PM

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Evening

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Notes13

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