Everclear still IS the NGS category with +95% share! Source(s): IRI Data 26 Weeks Ending 4/9/17 Total US MULO +C Nielsen Total US 7/15/17
MAKE IT YOUR OWN With a neutral profile and a unique ability to extract flavor, Everclear is your liquid canvas, a clean slate and an open invitation to make it your own.
Make it Your Own is not intended to drive massive volume targeting DIY hipsters who are all going to make their own Limoncello.
Make it Your Own is a positive and unique way to talk about the brand and its versatility.
Everclear will target a key segment of the category s consumers and position its brand identity accordingly. Older Millennials and Gen Xers, age 31 to 45 Slight female skew, toward makers and DIYers Likely already white spirits consumers, who enjoy recreating cocktails from bars and restaurants at home, putting their own spin on it Heavy social media users, who search, share and curate recipes Their drinking occasions vary. Because they cook and entertain a lot at home
Everclear Brand Guidelines Priority Product Mix Retail Placement Target Retail Price Goals Off-Premise: 1. 750mL 2. 1.75L 3. 200mL 4. 375mL 5. 50mL On-Premise: 1. 1L In Vodka section on shelf with competitively priced Vodka Special Usage 750mL (151/190) should be retailed between $17.99-$19.99 1.75L should be 95% of 2X the target retail price of the 750mL 750ML Front Line: $17.99-$19.99 Promoted: 5-10% Savings 1.75L Front Line: 5% below 2X 750mL Promoted: 5-10% Savings 200mL Front Line: $5.99-$7.99 375mL Front Line: $9.99-$11.99 50mL Front Line: $1.49-$1.99 Gain distribution of all sizes Insure placement in Vodka section Grow volume and address the pricing gap between 750mL and 1.75L Be the brand of choice for accounts that make their own bitters and liqueurs Be the spirit of choice in drink machines
Everclear is award-winning! 2017 San Francisco World Spirits Competition: Silver 2017 SIP Awards: Silver
2018 Programming Iconic Year Round Tri1 DIY Vodka Promotion Tri2 Iconic Focus; VAP Tri3 Holiday
Everclear 2018 Brand Activation Calendar JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC Year-Round National Media Support Iconic Programming DIY Vodka VAP/Iconic Holiday
Luxco Corporate Responsibility Luxco is a proud member and supporter of influential organizations that help educate and inform the general public about alcohol consumption responsibility. DISCUS - http://www.discus.org/ National trade association representing the leading producers and marketers of distilled spirits in the United States, promoting responsible decision-making regarding beverage alcohol. The President's Forum - http://thepresidentsforum.org/ A group of leading companies with common needs and interests in manufacturing, importing, and marketing distilled spirits products in the United States and around the world. The companies that make up the President's Forum represent about fifty percent of all distilled spirit sales in the US. NABCA - http://www.nabca.org/ The National Alcohol Beverage Control Association (NABCA) represents the Control State Systems - those jurisdictions that directly control the distribution and sale of beverage alcohol within their borders. Their mission is to support member jurisdictions in their efforts to protect public health and safety and ensure responsible and efficient systems for beverage alcohol distribution and sales. WSWA - http://www.wswa.org/ Luxco is an associate member of the Wine & Spirits Wholesalers of America (WSWA), which is the national trade organization representing the wholesale tier of the wine and spirits industry. It is dedicated to advancing the interests and independence of wholesale distributors and brokers. We are also proud supporters of: The Century Council (now The Foundation for Advancing Alcohol Responsibility) www.responsibility.org - http://www.centurycouncil.org/ Promotes responsible decision-making regarding beverage alcohol, while simultaneously fighting alcohol abuse, focusing on drunk driving and underage drinking problems. DrinkInModeration.com - http://www.drinkinmoderation.org/ Information resource on alcohol &health including the U.S. Dietary Guidelines, standard drink definitions, tips for responsible entertaining as well as other resources and links to information on alcohol in the adult diet
Everclear Product Information