THE INSIGHT Consumer trends over recent years have shown a strong move towards moderation, health & well-being. People are increasingly mindful of the importance of moderate drinking and are drinking less but trading up to more premium products. THE OPPORTUNITY People still want to socialise & meet up with friends so the challenge is to make sure we have suitable drink options for all social occasions. The moderation trend is not new and we believe it will continue to shape consumer decisions in years to come. THE SOLUTION Lion are proud to introduce Enlighten. Our portfolio of lighter strength products and brands. A new range of beer, wine, soda and spirituous mixed drinks. All Enlightened products are under 1 standard drink per standard serve. 1
SOME QUESTIONS.. - Have you noticed your customers choosing to moderate in recent months? - Have you noticed people drinking less at lunch time? - Have you noticed any change in drinking behaviour after work, particularly amongst drivers? - Have you heard anyone comment that they re confused about how much they can / cannot drink? - What kind of impact is this having on your revenue? WHAT IF ALL OF THE ABOVE WAS SIMPLY AN OPPORTUNITY FOR YOUR BUSINESS? 2
GLOBAL TRENDS There is a long and proud tradition of mixing with both beer and wine. For beer, think shandys, black & tans & black velvets. With wine, think spitzers, sangria and kirs. Low Impact drinks lists are appearing in trend leading accounts in New York, London, Paris and all accross the Globe. The Europeans in particular know all about Enlightened drinking; they ve been using Aperitif s, Aromatised wines & Liqueurs for hundreds of years, creating beautiful, light drinks that keep them in the game for longer. 3
ENLIGHTENED PRODUCTS Did you know that Lion has a range of Beers, Wines, Aperitifs and Liqueurs all at less than 1 standard drink per standard serve. *Standard Drinks of products shown on this page are based on a 30mL pour 0.5 0.6 0.4 0.4 0.4 0.4 0.4 0.4 0.9
ENLIGHTENED WINE & BEER 0.9 0.7 0.8 *Wine is based on 150mL serve *Beer is based on a 330mL serve 5
Frankie Walker Josh Forward Chase Bickerton Kurt Gross Ryan Christensen Calem Chadwick LION AMBASSADORS The Lion Ambassador team have over 75 years experience in the hospitality industry. These experts in beer, wine, spirits & sodas have pooled their collective creativity to design delicious, light, mixed drinks, all below 1 standard drink per standard serve. The Ambassadors have designed scores of Enlightened drinks, for you to use in your venue. 6
ENLIGHTENED DRINKS The Ambassador Team have created, quality tested and photographed each of the Enlightened Drinks, ready for your customers to enjoy. We ve developed a master data base containing all Enlightened Drinks. Each drink is categorised them to make selection easy for you, arranging the drinks into groups such as; Difficulty, Method, Occasion, Glassware, Base ingredients. How to notes and specs have been written for each Enlightened Drink to help you replicate each mix perfectly. 7
HOW IT WORKS STANDARD DRINKS: Did you know the average person: man or woman, large or small processes alcohol at the same rate. This rate is approximately 1 standard drink per hour. 0.9 0.8 0.7 0.6 COLOUR: SPIRITUOUS WINE BEER & CIDER Example Menu 9
ENLIGHTEN MENUS Everything you need to know. There are 2 types of Enlighten Menus available to customers. MENU OPTION 1: THEMED MENUS These are menus that the Ambassadors have created based on different, popular themes. We are kicking off with 4 x Themed Menus. More will be added over time. Each Themed menu contains 6 different Enlighten creations. The full themed menus (look & feel & copy) can be found in the Enlighten Customer book. CRUSHED VELVET Enlightened twist on the classic Black Velvet, with Guinness & Höpt Elderberry and Herb soda 0.5 BEER & CIDER GINGER TOP Mac s Gold freshened & spiced with Mac s ginger beer BEER & CIDER ENDLESS SUMMER 42BELOW Feijoa vodka lengthened with Höpt Pear & Basil soda & finished with fresh pear RUBY APPLE Mellow ruby port freshened up with pressed apple juice & fresh mint SANGRIA #2 Fun, fruity and fizzed Sangria, featuring Wither Hills Pinot Noir LAWRENCEBURG LEMONADE Our Enlightened version of the classic cocktail featuring Wild Turkey bourbon & plenty of fresh citrus $9 $9 $9 $9 $9 $9 0.7 0.7 0.7 0.6 0.6 SPIRITUOUS SPIRITUOUS WINE SPIRITUOUS ENLIGHTEN DRINKS THE 4 INITIAL THEMED MENUS FOR MAY LAUNCH ARE: Winter 2015 - A collection of drinks perfect for the colder months Super Simple - Nothing shaken, accessible ingredients, very easy to make Food Friendly - Designed to work with food. Perfect for those lunching (or dinnering) Example Menu Theme shown - Super Simple Ladies Love Them - Drinks selected to appeal to the feminine side of all of us 10
MENU OPTION 2: BESPOKE Use the entire Enlighten database to select 6 or 8 Enlightened drinks for your customers menus. CREATING BESPOKE ENLIGHTEN MENUS Create your menus using our online menu building tool. Each drink is categorised into groups such as: Difficulty, Method, Occasion and Base Ingredient. Use the categories to select the perfect drinks for your venue. *Bespoke Enlighten menus are available in 4 different colour palates. Example Menu 11
MENU PRICING We ve calculated the GP across our range of Enlightened Drinks and at an RRP of just $9.00 per drink, the average GP is 77% (based on list price and worst case scenario cost of goods). We believe this is great news for our customers and their customers. THEMED MENU PRICING: The Themed menu pricing is set at $9.00 per drink. This will deliver you a minimum 77% GP, based on list price and worst case scenario cost of goods. You are however completely free to create your own bespoke menus using any drinks combination at any price point. See below for details. BESPOKE MENU PRICING: You can select whatever pricing you like. We recommend you charge $9.00 per drink as we believe this price point strikes the best balance $ PER DRINK GP % $ PROFIT PER DRINK 5.00 59 2.90 6.00 65 3.90 7.00 70 4.90 8.00 74 5.90 9.00 77 6.90 10.00 79 7.90 between affordability and profitability. We believe that customers will consider this to be good value for money, and that staying under the $10 price point is key to this. Enlighten Price points & GP s *Based on list price and worst case scenario cost of goods.* 12
BESPOKE MENUS BUILDING AND ORDERING We have created a drinks database on a menu building website using Bremy technology that many of you will be familiar with. STEP 1: Log into BREMY and create a profile for your customer. They may already have one. Note the Bar Name and Password http://lion.bremy.com/supertemplate/lion.cocktailmenu/user/create STEP 2: Click here to create a bespoke 6 or 8 drink menu for your customer. Use the bar name and password you created in step 1 to log in. https://lion.bremy.com/supertemplate/lion.cocktailmenu/cocktailaccount/logon Please note: - You do not need to be connected to the Lion network to access the menu builder. (It is just a website) - There are instruction videos on the website - The menu builder has been successfully tested on the road on the following regioins; Northland, BOP, Waikato, USI. If you don t have a BREMY log in, please speak to your SOE to organise one for you. 13
ORDERING THEMED MENUS The Themed Menus have been put into core range at Linfox, and can be ordered out through the call centre. Your customer will be charged for these. You can either use a promo code, or charge to your customers account. $26.00 including delivery to customer (20 menus & 2 laminated how to sheets). MENU NAMES & CODES: Winter 2015-6970 Super Simple - 6971 Fantastic With Food - 6972 Ladies Love Them - 6973 ORDER & DELIVERY: Themed Menus - Order through the call centre as with any stock item. Please allow 4 working days after ordering themed menus for delivery. Your customer will receive: 20 x Laminated menus, folder and 2 x A4 How To Sheets, laminated, for use behind the bar. 14
MENU COSTS: Costs include delivery to customer THEMED MENUS $26.00 including delivery to customer (20 menus & 2 laminated how to sheets). BESPOKE NUMBER OF MENUS 20 30 40 50 CREATED BY SALES EXEC $21 $31 $41 $51 You may have noticed that it s more expensive to print & deliver the 20 x themed menus. That s because the stock is slightly better quality, plus we have to pay for storage & handling costs at Linfox. 15
THE IMPORTANCE OF POURING IT RIGHT OWNERS, MANAGERS AND BARTENDERS Given that you will be displaying and promoting Enlighten Drinks based on the amount of alcohol in them it is critical that: - You adhere strictly to the measurements in the prescribed recipes. - You are aware of and always use the correct vessel /size. - You train your staff in the principles of Enlighten Drinks and the importance of pouring it right. - You always use the correct products: different brands have different alcohol contents. YOUR CUSTOMERS......trust you, and are counting on you to get it right. PLEASE ADHERE STRICTLY TO THE RECIPES THANK YOU Example Menu 16
SUPPORT SOME TIPS - Be realistic about the skill level of your staff & pick drinks that are within their capability. - Think about what kind of drinks your customers like to drink - Pick drinks with different flavour profiles so there s lots of choice - Select different styles of drinks (tall, short, fizzed etc.) - Make sure the drinks your serve always match the high standard of presentation shown on your menus. - Consider the ingredients & new products you ll have to range to make the drinks you select. When your menus are delivered, you will also receive 2 laminated How To sheets with exact instructions on how to put together the drinks. 17