Xtreme. Shots to test your courage

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2 02 Liqueur Trends treme

3 03 Liqueur Trends

4 04 Liqueur Trends Line Extensions a cost effective way to stimulate sales Creative Brand Management and its way to success product breadth extension product depth extension category extension Brand Core Rum + Coconut Liqueur Coconut & Rum Caribbean (Barbados) Beach, Soulfulness, Fun & Cocktail +Tequila +Chocolate Ice Cream /Strawberry Cream LABs: Blue Hawaiian/Cranberry/Pineapple/Cola Source: Euromonitor

5 05 Liqueur Trends Line Extensions a cost effective way to stimulate sales Creative Brand Management and its way to success 28.8 Mio. Liter +12.5% 32.4 Mio. Liter 51% US Share Source: Euromonitor

6 06 Liqueur Trends Spirit brands set their sight on female drinkers Women are more open toward product innovations Nuvo Sparkling Liqueur with Sparkling Wine: Lemon Sorbet, Exotic, Red Velvet & Peach Cobbler (Nuvo L'Esprit de Paris, France) LeSUTRA Sparkling Liqueur; Succulent Peach, Refreshing Grape, Balanced Berry, Ripe Strawberry (LeSUTRA Sparkling Liqueur) Prévu Sparkling Liqueur; Berry Mix (Simont Enterprises France)

7 07 Liqueur Trends Spirit brands set their sight on female drinkers Women are more open toward product innovations

8 08 Liqueur Trends Craft movement gains momentum Transferring a multinational brand into the cool image of being micro distilled Our/Vodka is different. It s a global vodka made by local partners in cities around the world The well-known brand Absolut vodka recently announced the release of its luxury range Our/Vodka that will be produced in micro-distilleries in 11 global cities including New York, Amsterdam and London. Attempting to tap into the craft spirit trend, each microdistillery will re-make Absolut s recipe with local ingredients in order to create a beverage that is unique to the region. The Absolut concept aims to focus on the pride and identity of the major cities, whilst delivering authentic spirits at a smaller production scale. Credible Strategy Unreliable Strategy

9 09 Liqueur Trends Category blurring opens up new growth opportunities

10 10 Liqueur Trends Category blurring opens up new growth opportunities SKYY Infusions Moscato Grape is the first-ever infused vodka to combine the number-one flavor in the wine category with the numberone spirit in the beverage alcohol industry, offering consumers a new spirit that is perfect for sophisticated cocktail moments, capturing the current energy behind both vodka and Moscato wine.

11 11 Liqueur Trends Cream Crossovers last chance for a suffering segment 8% 11% 7% 10% 3% 3% 2% 8% 0% 3% 3% 2% % % Baileys Amarula Carolans Irish Cream RumChata Ponche Crema Sheridan's Tequila Rose Source: Euromonitor

12 12 Shot Trends treme

13 13 Shot Trends Whisky Shots A trend not to be stopped! Brand Diversification Jim Beam Shares based on Volume Sales in the US 3% 7% 9% % 93% 91% Jim Beam Jim Beam Red Stag 2013: Mio Liters 2013: 3.08 Mio Liters Source: Euromonitor

14 14 Shot Trends 18 Whisky Shots A trend not to be stopped! 16 Whisky-based Liqueurs Volume Sales in the US Volume Sales (mn litres) Fireball Jack Daniel's Tennessee Honey Wild Turkey American Honey Source: Euromonitor

15 15 Shot Trends Whisky Shots A trend not to be stopped! An American Trend Goes European One of only a few Dark Spirits which have more female than male consumers In 2014 ranked under the top- 5 most successful spirits in state controlled liqueur shops Marketing expenditures mostly into word-of-mouth- (bartenders to act as multiplier) and social media campaigns

16 16 Shot Trends Vodka Shots they truly become SMIRNOFF is once again changing the game, infusing excitement and fun into the vodka category with the introduction of the electrifying sours line. And unlike your typical Smirnoff bottle, the Smirnoff Sours bottles glow in the dark under black light. It s unique because it creates a true, memorable moment toasting with new and old friends and capturing the sour face that follows.

17 17 Shot Trends Sour Liqueur Shots Fanciness on the palate

18 18 treme Flavours

19 19 Flavours Drivers behind the Trend Millenials and other fun oriented generations are known for their demanding buying behaviors. They are looking for and they are expecting new innovations in very short time periods. They assume to get caught out Hot & Spicy Flavours are one of the basic comfort food trends for millenials. Source: Kalsec

20 20 Flavours Hot & Spicy Flavours Best Practice >> In the last five years, Tesco has more than doubled its range of hot chilli sauces from around 20, to more than 50. The retailer has also brought in hotter varieties to meet the big demand from mild sweet chilli dips to mid-range Peri Peri sauces or extra hot varieties. << One quarter of people are eating chilli more often than they were before. 40% of respondents say that foods taste better with some level of heat. 40% Source: Tesco

21 21 Flavours Hot & Spicy Flavours Variety is the Spice of Life

22 22 Flavours are not just simply Hot & Spicy Influenced by the rise of gourmet food, consumers are increasingly looking for new and exotic flavours BELL Flavours are Fiery Hot vs. Cool Sweet & Salty Cooling Sensations Super Sour Multisensory

23 23 Fiery Shots treme

24 24 Fiery Shots 15SK108 FIERY CRANBERRY Cranberry Flavour Hot Cinnamon Flavour Capsicum Flavour Tequila Flavour Sugar g/l 200,0 Ethanol %Vol 30,0 As citric acid g/l 1,0 Ingredients: water, ethanol, sugar, natural flavouring, acidifier citric acid, colour E122

25 25 Fire & Ice Shots treme

26 26 Fire & Ice Shots 15SK109 FIRE & ICE Hot Cinnamon Flavour Menthol Flavour Sugar g/l 200,0 Ethanol %Vol 30,0 As citric acid g/l 1,0 Ingredients: water, ethanol, sugar, natural flavouring, acidifier citric acid, colour E151

27 27 Fire & Ice Shots 15SK107 PEPPERmint Pepper/Mint Flavour Sugar g/l 200,0 Ethanol %Vol 30,0 As citric acid g/l 1,0 Ingredients: water, ethanol, sugar, natural flavouring, acidifier citric acid, colour E133

28 28 treme Super Sour Shots

29 29 Super Sour Shots 15SK110 Sour Peach/Mango Peach/Mango Flavour Sugar g/l 220,0 Ethanol %Vol 15,0 As citric acid g/l 15,0 Ingredients: water, ethanol, sugar, acidifier citric acid, natural flavouring, colouring plant extracts (safflower, black carrot)

30 30 Super Sour Shots 15SK111 Sour Red Berries Berry Flavour Sugar g/l 220,0 Ethanol %Vol 15,0 As citric acid g/l 15,0 Ingredients: water, ethanol, sugar, acidifier citric acid, natural flavouring, colouring plant extracts (elderberry

31 31 treme Sweet & Salty Shots

32 32 Sweet & Salty Shots 15SK112 Salty Caramel Fudge Flavour Sugar g/l 300,0 Ethanol %Vol 18,0 Ingredients: water, sugar, ethanol, salt, natural flavouring

33 33 Sweet & Salty Shots 15SK113 Salty Licorice Licorice Flavour Sugar g/l 250,0 Ethanol %Vol 18,0 Ingredients: water, ethanol, sugar, natural flavouring, salt, colour E151