1. SOTOL
ULTRA-PREMIUM
REUNION
CANACINTRA

2. SOTOL HACIENDA
…BEYOND TEQUILA

4. WHERE BRAND BELONGS
NEXT TO ULTRA PREMIUM TEQUILAS

5. PRICING STRUCTURE

6. KSF
It s NOM requires it to be bottled in it’s own denomination of origin :
guarantees quality anywhere in the world just like champagne & cognac
Own Category in high growth tequila segment [100% agave]
Premium Price for ultra-premium product
Award winning package
No herbicides, insecticides, fertilizers>mínimum hangover
Exceptionalysmooth [distilled to perfection in continuous double column]
Wild harvested: 1plant=1bottle
Kosher(including lepesajin plata& platinum + lácteoin crema de sotol) + 100%
ORGANIC
6

7. PRICE | PRECIO
super-premium product at a great price
producto super premium a excelente precio
PRODUCT SUPER-PREMIUM SUPER-PREMIUM
PRICE PREMIUM SUPER-PREMIUM
$ DLLS CANADA $39.95 $ 79.95

10. Key Success Factors
sotolcream
• Differentiate
– We’re not competing against 1000 tequilas
– Emphasize that SOTOL is more unique than TEQUILA
• requires a full plant per bottle
• (eg. What is Sotol? DVD)
– Unique flavor (pecan + sotol)
• Push to sell in white tablecloth restaurants to
position it as a Bailey’s true alternative
• Kosher Lácteo

11. DYNAMICS OF THE BRAND

13. IRI RETAIL SALES DATA SHOWS SOTOL SALES ABOVE MILAGRO &
1800 IN TX

14. IRI RETAIL SALES DATA SHOWS SOTOL SALES ABOVE MILAGRO &
1800 IN TX

15. RELEVANT INFO
INTERNATIONAL DISTRIBUTION + AWARDS + MARKETIN

16. SotolMarketing
• Principal Galardón (ABARCANDO
TODO EL PORTAFOLIO SOTOL HACIENDA DE CHIHUAHUA™)
➡

17. NOTE OTHER DOUBLE GOLD WINNERS SUCH AS
MARTELL XO

18. NOTE THE PRICE
COMPARISON

19. Sotol HDC™ :Rusia

21. Sotol HDC™ : China

22. Sotol HDC™ : EUROPE
EAUX DE VIE / MARUSSIA BEVERAGES
Importing & Distributing Sotol HDC™ since 1999 in U.K. achieving key
activations such as with:
 Harrod’s
 Fortnum & Mason’s
Since 2010 grew distribution of sotol to cover all Europe and now in
Russia, Netherlands, France & Spain

23. Marketing keys
- In designs always include cocktail
along with bottle to show method of
consumption

24. E MARKETING / SOCIAL
MARKETING

26. ARROYO SECO BAJA 1000 CAR
2006
26

28. WEB LINK
WWW.SOTOL.COM

29. 29

30. 30

31. Time Line Ventas EUA
• 2002 Inicio de cambio de residencia Enrique Elías/Roberto Huerta.
• 2003 Iniciamos operaciones SansWinesand Spirits - Iniciamos fuerza de
representación USA.
• 2004 Consolidamos fuerza de ventas propia a la mano de Lou Sans creciendo
nuestra distribución nacional.
• 2005 Finalizan operaciones con SansWines and Spirits- iniciamos esquema de
brokers y fuerza de ventas a nivel nacional.
• 2006 Contamos con 5 representantes propios a nivel nacional trabajamos a la
mano con brokers y consolidamos distribución en varios estados de la mano de
MHW.
• 2007 Aumentamos la fuerza propia de representación a 8 a nivel nacional y
mantenemos la fuerza de brokers de la mano de MHW.
• 2008 Cambio de sede de operaciones de Texas a California sostenemos 9
representantes propios más la consolidación de brokers terminando la relación con
broker en California.
• 2009 Empezamos a disminuir el número de representantes e iniciamos
operaciones con Sazerac Company (brazo importador de RNDC).
• 2010 Disminuimos de 9 a 3 representantes (TX,CO,CA) mas la contratación de un
representante para NY, trabajando 100% con la distribución de Sazerac.
• 2012 Independizamos importación totalmente deslindándonos de Sazerac y
ganando margen, control, agilidad para implementar acciones con distribuidores y
enfoque con nuestra reforzada por el (extra margen) fuerza de ventas propia para

38. Sotol@Canad
a
Appointed Agent

39. Message
Finally Canadians will be able to try agave the way it should
be; kosher, organic wild-harvested desert agave either mixed
or straight offers to those looking for the next step in agave
based spirits an exquisite, unforgettable experience.
Wild Margarita 1.5 OZ. SOTOL HDC / 0.5 OZ. PREMIUM ORANGE LIQUEUR / 3 OZ MARGARITA MIX / 1 OZ
FRESH LIME JUICE / HAND SHAKE OR BLEND WITH ICE / STRAIN INTO A SALT-RIMMED GLASS / LIME
WHEEL GARNISH
Hacienda Vampire 1.5 OZ. SOTOL HDC/ 1 OZ.SANGRITA/2 OZ.GRAPEFRUIT OR ORANGE SODA /1 OZ.FRESH
LIME JUICE/HAND SHAKE/STRAIN INTO A SALT-RIMMED GLASS/LIME WHEEL GARNISH GARNISH
Red Diamond Martini  1.5 OZ. SOTOL HDC / 1.5 OZ. POMEGRANITE JUICE / 1 OZ CLUB

40. Sotol HDC™ : Canadá

42. Target Market
Gender : Female | Male
Occupation : Students | Professionals
Age : Adults 30-60 | Young Adults 20-29
Socioeconomic level : C | B | B+ | A
Brand Attitude : Innovator.
Profile : Intelligent, illustrated, educated, looking for something
exclusive, agave-spirits-aficionado, independent (indie),
connoisseur, not mainstream, not be one of the more than
1000 tequilas & mezcals out there
Target : Men & Women willing to spend $25+ USD per bottle

43. Pricing Strategy
 We're not competing against 1000 tequilas
 Emphasize that Sotol is more unique than
Tequila requirea a full plant per bottle
 Denomination of origin guarantees quality
anywhere in the world like champagne & cognac
 Premium price for super premium product
 Kosher Lepesaj certified (ONLY SPIRIT IN LCBO)
 Target Retail Price 39.95 USD per case

44. PRICING STRATEGY
A SUPER PREMIUM AT A PREMIUM PRICE
LCBO Competitor Shelf Prices
BRAND & AGAVE PACKAGING SHELF PRICE (USD)
VERSION
SOTOL 100% SUPER-PREMIUM $39.95
HACIENDA
PLATA
PATRON SILVER 100% SUPER-PREMIUM $79.95
DON JULIO 100% SUPER-PREMIUM $79.95
BLANCO
AVION SILVER 100% SUPER-PREMIUM $69.95
SAUZA SILVER 51% MODERATE $29.95
HERRADURA 100% SUPER-PREMIUM $69.95
REPOSADO
CAZADORES 100% PREMIUM $36.95
REPOSADO

45. Pilliteri Estates Winery
Canadian wine producers

46. • The grapes are harvested primarily
from the family's vineyards of just
over 100 acres, planted with vitis
vinifera and French Hybrid grape
varieties. Following the exacting
standards of the VQA (Vintner's
Quality Alliance) production has
increased steadily since the
winery's opening, and currently
stands at 600,000 litres. The
winery's production facilities have
recently undergone a major
expansion, although growth in
production is carefully controlled
to ensure that the family's high
quality standards are maintained.

48. Uniqueness
Only Superpremium Sotol in the world, 100% Organic and Pure, Kosher Lepesaj
certified and denomination of origin, produced by Doctor Enologist from the
prestigious “Ecole Nationale Superieure Agronomique” in Montpellier, France has
worked with such acclaimed spirits as Cognac Larsen, Moet & Chandon and
Casa Martell.
HDC™ Super-Premium Plata provides the most genuine taste of this exquisite-
fresh wild harvested agavacea only found in the Chihuahuan Desert. Its also
beautifully packaged in a clean upscale presentation, hallmark of the Hacienda
de Chihuahua brand and at a better price than super-premium tequilas.

49. KSF are more than 1000 tequilas
there
there is only one sotol
It s NOM requires it to be bottled in it’s own denomination of origin :
guarantees quality anywhere in the world just like champagne & cognac
Own Category in high growth tequila segment [100% agave]
Premium Price for ultra-premium product
Award winning package
No herbicides, insecticides, fertilizers>mínimum hangover
Exceptionalysmooth [distilled to perfection in continuous double column]
Wild harvested: 1plant=1bottle
ONLY SPIRIT WITH KOSHER CERTIFICATION IN LCBO
Kosher(including lepesaj in plata& platinum + lácteo in crema de sotol) + 100%
ORGANIC
50

50. CANADA
Next move
Crema de Sotol @ General
List
 4jul12 ya solicitaron un 2do tasting
 Pillitteri mantiene el tema sobre la mesa para activarla

51. RELACION VINOMEX™
MEXICO-ESPAÑA

53. Comercializadora Internacional de Productos (CIP), es una empresa que
inicia operaciones con el propósito de apoyar y facilitar el intercambio
comercial de productos y servicios entre México y España.
CIP detecto una importante área de oportunidad en el mercado regional
para empresas de la zona que estén interesadas en hacer crecer sus
negocios.
Comercializadora Internacional de Productos es un socio estratégico para
acelerar negocios en la región norte de México y España.

54. Antecedentes apertura en España
 Primer contacto Vinomex – CIP España en Expoalimentab
(Octubre 2010).
 Acuerdo de Colaboración entre Vinomex+CIP con Enrique
Elías (Febrero 2011)
 Reuniones- Video Conferencias con España (Marzo-Abril
2011)
 Visita de Joan Tomas Estalrich a Destiladora de Delicias.
Conocimiento de la marca, presentación estudio de
mercado, definición de Plan de trabajo. (Abril 2011)
 Contacto con Pro México Madrid y Embajada de Mx. en
España. Presentación de la empresa y productos. (Mayo
2011)
 Inicia relación CIP España con Eaux de Vie (Mayo 2011).
 Definición por parte de Eaux de Vie del Distribuidor para
España La Cava de Pyrene. (Junio 2011)
 Inicia sinergia Eaux de Vie+Cava de Pyrene+CIP para abrir
el mercado Español. (Julio 2011)
 Organización de la visita de Enrique Elías a España (Agosto
2011)

55. Sotol HDC™ : México
Revista servialimentos Cd. de México
FoodService Magazine empasizes premium on-premise restaurants & bars to
carry sotol Hacienda de Chihuahua in their menu

56. Market Performance
Sotol Cream is already present in key
chains around Mexico, Italy and the U.K.
even though it has only been in the market
for two years.
Key Chains in Mexico enlist:
• Wal Mart (Dec 10 weekly depletions averaged
57 bottles per store)
• Sam s Club
• La Europea
• Soriana
• Al Super
• HEB
• AeroBoutiques Airport Stores (Mexico City,