1 2 GDL Imports- Team Eduardo Mackenzie Eduardo Tim President - PowerPoint PPT Presentation

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GDL Imports- Team Eduardo Mackenzie Eduardo Tim President / Founder COO / Founder Brand Creator Chairman Tim Shults, A lifelong entrepreneur, Tim successfully grew a single point Chevrolet dealership into a 16 franchise Auto Group, located in six different cities across New York and Pennsylvania. He has expanded the in-house customer loyalty program into a national product offering combined with proprietary software integration and management system, while also starting and making profitable the Greater Erie Auto Auction. Eduardo Gomez, Born in Guadalajara, Mexico, Eduardo brings nearly a decade of experience in the restaurant and bar industry. Prior to founding GDL Imports, Eduardo worked helping to introduce new brands into the US market. Eduardo's educational background is in Marketing. Mackenzie Shults, With a background in Organizational Development & Behavior, Mackenzie previously worked as Director of Operations for a small, global educational consulting firm. Working with both Fortune 50 and start-ups, Mackenzie has a dual perspective of working with and operating from both large and small companies. Eduardo Orozco, Spending the past five years researching and developing on behalf of Trianon Tequila in Mexico, Eduardo drives the creative process developing the brand. With experience launching several other brands in various industries and across several countries, Eduardo manages the operations and supply chain in Guadalajara, Mexico. 3

GDL Imports- Team Paul Ken Mark Sales Finance Marketing Paul Beggan , Former Bacardi Canada CEO, spent 28 years in numerous key roles in the global Bacardi organization, specifically on U.S. distribution and sales. Ken Sutter , Former CFO of Bacardi USA, has been an executive for over 31 years in a variety of senior financial roles helping to spearhead growth initiatives and acquisitions of the $6 billion global spirits company. Mark Dean, Senior marketing executive, has held numerous international and domestic brand management and innovation roles over a 25 year career working on such global brands as Pepsi, Wrigley, Baileys, Malibu, and Bacardi rum. 4

The Tequila Market is Red Hot! 5

U.S. Tequila Category Overview  Size: 12.3 million 9L cases, +2.9% vs. 2011  U.S. is the #1 market by volume  Second-fastest growing spirit category  +72% over last 10 years (5.5% CAGR since 2002)  The margarita is the #1 cocktail in the U.S.  Explosive growth for super-premium segment  +9.1% vs. 2011 and +430% over past 10 years Source: DISCUS.org, Adam’s Handbook 2012 6

Small Batch Craftsmanship is a Big Trend 7

Market Trend Small Batch Craftsmanship  Increased demand for alternatives to mass-produced brands  More support for smaller businesses that put an emphasis on quality  True craftsmanship that stays true to its origin is more appreciated 8

Market Trend Where these trends meet lies Trianon Tequila 9

A Passion for Quality  Our goal is NOT to be the best selling tequila in the world  We aspire to be the best tasting tequila in the world 10

Keeping it True The Brand Pillars  True to the Heart  True Small Batch Distilling  True Blue Agave Taste 11

True to the Heart Amatitán, Jalisco, Mexico- Where the first drop of tequila was made in the 16 th Century The El Tecuane Distillery in Amatit á n was built in the early 1700’s and is thought to be the oldest tequila distillery in the world 12

True to the Heart Amatitán lies at the foot of El Volcán de Tequila (Volcano of Tequila). The rich volcanic soil produces ideal growing conditions for the Blue Agave as they develop large, more luscious hearts for the true taste of tequila. 13

True to the Heart Trianon uses a naturally occurring strand of yeast, native to the area. Unlike other major brands that utilize synthetic yeasts to speed up the fermentation processes, Trianon allows the process to occur naturally in order to deliver the true taste of tequila. 14

True Small Batch Distilling  Trianon Maestro Tequileros personally oversee and sample every batch ensuring the highest quality  From harvest to distillation to our hand-blown bottles, every aspect of our process is carefully crafted by artisan hands  We believe a truly great tequila like Trianon cannot be rushed and cannot be mass-produced or duplicated 15

True Blue Agave Taste  Features the earthy sweetness of Blue Weber Agave, not the stinging bite of alcohol  Begins with the heart of the most succulent agave plants on Earth  Trianon presents the agave taste in its purest form demanding the exclusive center, or “heart” of each small batch  The unmatched smoothness experienced when drinking Trianon comes from the proprietary filtration system that utilizes oxygenation prior to bottling each small batch 16

Keeping it True The Trianon Brand Three expressions of tequila are meticulously sculpted by our Maestro Tequileros:  Trianon Blanco  Trianon Reposado  Trianon Añejo 17

Keeping it True Trianon Blanco Crystal clear and silky smooth  Bottled immediately after the second distillation  Features a fresh blue agave taste and scent  Exceptional served neat, but also great mixed with your favorite cocktails 18

Keeping it True Trianon Reposado Mellow and rich, with subtle wood tones  Mexican law requires reposado to be aged for at least two months  Trianon Reposado is aged for a full six months  Rested in 70% White American Oak and 30% French Oak  Uniquely produced for mixing and wonderful by itself 19

Keeping it True Trianon Añejo Remarkably full and balanced  Añejos must be aged for at least one year  Trianon Añejo is aged for a year and a half  Has deeper, richer wood notes from the aging in 70% White American Oak and 30% French Oak barrels  A taste so luscious, it is best enjoyed in a snifter 20

Keeping it True The Triple Bottle: Best in Class  The Triple Bottle: Earned the S.I.P. Awards’ Best of Class — Platinum Medal for package design  375ml Triple Bottle is an industry first  Outstanding shelf presence  The perfect gift with 100% agave bag  Very profitable 21

The True Taste is an Award Winning Taste The SIP Awards International- Judged by consumers, not industry professionals  Trianon Blanco- Gold  Trianon Reposado- Gold  Trianon Añejo- Platinum  Triple Bottle- Platinum 22

Trianon Cocktail and Drinks Strategy  Trianon Blanco:  Traditional Margarita  Pamarita  Cosmorita  Charra Negro (a.k.a. Batanga)  Trianon Reposado:  Paloma  Dark Orange Margarita  Piñarita  Trianon Añejo:  Neat  White Mexican Russian  Twisted Lemon & Lime 23

Business Objectives  Depletion Volume Goal: 1% share of super-premium tequila segment  Super-Premium Segment = ~ 24% of Total Tequila market  Size Mix: 70% 750ml and 30% 375ml TriPack  Expression Mix: 45-55% 750ml Blanco, 25-30% Reposado, 20-25% Añejo  Pricing Strategy: $1.00 below Patron’s everyday price for each expression  Blanco  Reposado  Añejo 24

Brand Objectives  Drive consumer trial and recruit 25-40 year old super-premium spirit consumers who especially enjoy cocktails (50/50 M&F)  Seed, establish and grow base volume in targeted off- premise and key ‘Lighthouse’ on -premise accounts — with primary emphasis in the on-premise (for recruitment efforts)  Build brand image of Trianon as a super-premium tequila 25

Marketing Plan The materials will feature an original work of art created by Emilio Garcia Salazar — renowned artist and Mexican native This will give Trianon a unique look & feel that speaks to the handcrafted, authentic nature of Trianon Tequila 26

Marketing Plan Starting with a unique interactive concept that allows the consumer to prove to themselves that Trianon is the: True Taste of Tequila 27

Marketing Plan Introducing The Trianon Rub: The True Test of Tequila 28

The Trianon Rub Program  The Trianon Rub Street Teams Will engage and recruit consumers by educating them on the true taste of tequila  Sampling Events Select on & off-premise events to drive consumer recruitment and trial  Event Sponsorships Will encourage trial amongst influencers and build key trade partnerships 29

The Trianon Rub Program  Brand Education Will establish relationships with bartenders, mixologists and wait staff to secure drink menu listings  Dedicated GDL Imports Sales Reps “Feet on the Street ” to support distributor sales efforts and build trade relationships  Local Promotional Budget GDL $ support on a per case with agreed upon funds with distributor 30

The Trianon Rub Program On-Premise POS Tri-Fold Sampling Card (Outside) Trade-Up 375 ml Spray Bottle Pop-Up Banners Token Tri-Fold Sampling Card (Inside) Truth or Dare Bar Coasters Not Shown: Cups and Napkins 31

The Trianon Rub Program Off-Premise POS Necker on Tri-Fold Bottle Necker (Outside) Tri-Fold Bottle Necker (Inside) Bottle Shelf Talker Shelf Talkers Not Shown: Sell Sheet, Poster, Rack Display 32

The Trianon Rub Program Print/Online/Social Media  Advertising will create brand awareness, build brand image and brand advocacy with key tequila influencers www.tequilatrianon.com 33