Eliot Presentation

Featured Brand – By Beverage Trade Network
UNIQUE HOT-SERVED
ALCOHOLIC BEVERAGES

A DRINK FOR EACH SEASON

A Featured Beverage Trade Network Brand -
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Background

The Eliot’s brand is owned & operated by Haywood
Products Ltd, a small, privately owned manufacturing &
distribution business based in Staffordshire

Eliot’s drinks are absolutely unique :

• Only supplied to the “On-Trade”
• Are delivered in a bespoke 3 litre BiB format which fits
our custom produced heater/dispenser units which we
supply on free loan to qualifying outlets.
• A year round range of hot-served alcoholic drinks which
provide an alternativeBeverage Tradeand coffee
A Featured to tea Network Brand -
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Dispenser
The Eliot’s free-on-loan dispenser is a
vital part of the Eliot’s drink offering. It is
supplied to qualifying outlets and
technically supported by Eliot’s
nationwide.

There are approx. 12,000 Eliot’s
dispensers installed in licensed outlets
throughout the UK and this number is
now growing by approx. 2,500 – 3,000
every year.

Our dispensers are sited in the public eye
– on the bar – and by having multiple
dispensers with a range of hot Eliot’s
A Featured Beverage Trade Network Brand - this important bar
drinks, sales from
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space can be maximised

Maximising Sales from
your Dispenser

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Check our the Video by
the founder here?
Click on BTN Logo
below

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Mulled Wine

Served Hot during the festive season

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Winter Warmer

Served Hot during the cold seasons

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Spicy Cider

Served Hot when it’s cold outside &
cold over ice when it’s not!
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Sangria

Served Hot at night & when it’s cold outside
- or simply pour it over ice
A Featured Beveragewhen we Brandget good summer weather.
Trade Network do -
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The Offer
NO PREP
Eliot’s drinks are pre-mixed and always ready to serve

NO WASTE
A single, freshly made, hot-served drink can be made in seconds using the Eliot’s
Dispenser, and there is no “surplus” product to dispose of each evening

NO NURSING
Hot drinks must be consumed with in a few minutes

INCREMENTAL SALE
Eliot’s drinkers have one or two glasses of Eliot’s, then revert to their usual tipple

HAVE SIMPLE PROFIT ADD OPPORTUNITIES
All Eliot’s drinks have natural add-on’s allowing packaging with low cost food items
to offer customers a high added value “drink & snack” deal

GOOD MARGINSSee Full Offer on

Promotion

Eliot’s drinks are only available in select licensed outlets and
are not in supermarkets or any other retail outlets so it is not
practical or effective to promote the drinks nationwide.

Our promotion strategy is to provide publicans unlimited
supplies of free POS in the form of posters and tent cards.
Our drinks are strongly branded and highly visible at the point
of sale (has to be mounted on the bar)

Publicans are our best vehicle for promotion – Eliot’s drinks are
the only drink that allow bar staff to pro-actively offer a
warming drinkFeatured Beverage Trade Network& wet customers.
A
to arriving cold Brand -
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P.O.S 5.5% ABV

Launched 2001 – Annual Sales (2010) : 250,000 litres
Sold in approx. 10,000 outlets
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P.O.S 14.5% ABV

Launched 2009 – Annual Sales (2010) : 42,000 litres
Sold in approx. 1,500 outlets
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P.O.S 5.0% ABV

Launched Sept 2011 – Expected Sales 2011 : 14,000 ltr
Sold in approx. 500 outlets
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P.O.S 7.5% ABV

Launched June 2011 – Expected Sales 2011 : 11,000 ltr
Sold in approx. 450 outlets
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Our Consumers

Eliot’s consumer profiles
Age Group Sex

20 – 30 years Female Male

30 – 40 years
Socio-Economic

40 – 50 years

A B C1 C2 D E
50 – 60 years
Information is anecdotal from discussions
60+ years & observations at pub & restaurants over 3 years
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Outlet Profiles
In Sales Success Order

1. Food led (“pub grub”)
2. Food led (“gastro”)
3. Children Welcome pubs
4. Specialist Family pubs
5. Golf/rugby/football clubs
6. Social clubs/British Legion bars
7. “Local” wet led pubs
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Niche

Eliot’s Drinks are a small player in the drinks
industry, operating in a niche market which
enable pubs to differentiate their offering.
Ours is a different approach – we provide a
complete hot & cold served alcoholic drink
solution …
The Perfect Alternative to Tea or Coffee
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Check out the full distribution offer here

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Eliot Presentation

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