The Firefly Consumer Focus The Firefly Target Audience WHO: LDA-29 - PowerPoint PPT Presentation

The Firefly Consumer Focus The Firefly Target Audience • WHO:  LDA-29 years old  Male & Female  Very social, friendly, loyal and connected to their peers, easy going • WHAT:  Flavorful with southern personality & charm • WHERE:  Hot on-premise clubs  Neighborhood bars & pubs  Golf & country clubs, marinas • Barbecues, tailgates, reunions, weddings • WHEN  Popular bar nights & happy hours  Beach / pool / lake / boat parties  Firefly consumers want easy-to-make, easy-to drink delicious cocktails • WHY:  Firefly is easy to drink & enjoy  Firefly creates lasting memories of fun times shared with friends and family

Firefly Vodka Brand Standards Competitive Set  Flavored Vodkas, Flavored Rums Drink Focus  Great-tasting cocktails with juices & soft drinks, martinis, mixed shots Shelf Positioning  Eye level shelf placement in the flavored vodka section with adjacency to popular flavored vodka lines – Skyy, Pinnacle, etc. Price Positioning  Hold everyday retail price where possible and use DAs, SPAs and TPRs to target brand(s) price for seasonal promotional activity  Less than Absolut & Three Olives  More than Smirnoff, Pinnacle and Svedka  At Parity with Southern Comfort

Firefly Flavored Bourbon Competitive Set  Flavored Whiskey, Flavored Vodkas Drink Focus  As a new twist in classic whisky cocktails  Straight-up shots  In a high ball glass on the rocks or neat Shelf Positioning  OPTIMAL: Eye-level in Bourbon/Whiskey category with adjacency to Jim Beam and Jack Daniels  Eye-level, Bourbon/Whiskey Category with adjacency to Southern Comfort.  Eye-level, Bourbon/Whiskey Category with adjacency to Red Stagg if Southern Comfort is shelved elsewhere Price Positioning  At or $1 below Red Stag

Firefly “Ready to Drink” Cocktails Competitive Set  Other premium “Ready to Drink” cocktails – Smirnoff, 1800, Bacardi, Southern Comfort, Captain Morgan  Flavored Rum, Flavored Vodkas Shelf Positioning  Eye level shelf placement in the cocktail section with adjacency to Smirnoff and Bacardi RTD products. Price Positioning  RTD’s: parity with TGIF and/or Bacardi Party.

Firefly Sales Drivers Sales Driver On Premise Off Premise Distribution Widespread distribution in Multiple size and flavor high volume flavored vodka distribution in high volume accounts flavored vodka accounts Visibility Drink features, menu Case displays placements POS / Window and shelf signage POS - signage Promotion Feature Drink Tastings Drink Menus 50mls Consumer Sampling Presentation & On the rocks, mixed Presented on the rocks and in Experience cocktails standard mixed cocktails Price Premium / call brand drink $14.99 / 750ml pricing Trade Support Bartender endorsement and Store endorsement and recommendation advertising