1. VeeV Spirits
Overview

2. VEEV Spirits Scaling and Building Strong
Momentum
• Grew +202% in
December 2013
• +54% in Q4 and +60%
in Q1
• March +77%!!
• VeeV +25% in Q4&Q1
• Increased sales
support dollars 4Xs vs
prior year
• Added 8 sales mgrs
around the country
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3. Growth Strategies in Place for 2014 & Beyond!
Increased Sales &
Trade Investment
KEYLEARNINGSGROWTHDIRECTION
Move From
Liqueur to Vodka
Aisle
Single Product On
Premise Focused
to Portfolio
Driving Millennial
Consumer
Engagement
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4. We will redefine ourselves reposition
against Vodka
FROM
• Cordial/Acai Liquor
• White Spirit Replacement
• 60 Proof
• Small category
• Cordial shelf
• Playing it safe
TO
• White Spirit
• Vodka Replacement
• 70 Proof
• Into largest Spirit Category
• Premium Vodka shelf
• Attacking Vodka

5. New Positioning & Campaign

6. Cocktail Strategy
COCKTAIL STRATEGY
Better with VEEV
VEEV Trade
Pairing Cocktails
COCKTAIL STRATEGY
Vodka based
cocktails we
make better
VEEV hero
mixology cocktails
Versatility
(NO VODKA)
Focused cocktail strategy that will
expand our brand usage among
consumers and trade, while reinforcing
our intrinsic message.
WILLY SHINE

7. Strong Trade Amplification
Aggressive Trade Media spend
in top industry publications and
events to introduce VEEV 70
proof to the market.

8. On Premise Support
Key elements will help promote our new
campaign and cocktail strategy.
Table Tent
Rimmer Program
Palm Card Cocktail Guide Pitchers
Poster
Custom Mason Jars

9. VeeV Continues to Leverage Current Chain
Success to Scale In Larger Chains
• Success in a wide-range of accounts from Ruby Tuesday to CPK to Seasons 52
• Success in current base of accounts leads to greater likelihood to convert
pipeline accounts which include the 5 biggest chains in the country
Current Partners Pipeline
Mid-casual Dining Up-scale Dining
Mid/Up-scale
Hotels/Travel
Travel /
Entertainment
Pipeline Accounts

10. Move to Vodka Section
Reposition VEEV from
Cordial category into
the Vodka Set
Shelf Placement
• Top shelf/eye level placement
• 1 to 2 facings
• Target next to
Ciroc, Belvedere or Grey
Goose

11. In-store Support
Window Poster/Cling
Floor Decal
Display Rack

12. At shelf Support
Shelf Talker
Bottle Tag
Shelf Glorifier

13. VitaFrute
2014

14. What’s New in 2014
New bottle and label
available at retail
Increased investment and support in key retail channels
New Line Extension
Coconut Colada

15. NEW Coconut Colada
Launch new VitaFrute
Coconut Colada line
extension.
Health & Wellness:
• Coconut Health
Benefits
• Low Calorie Delivery
• Organic

16. RADIO
SOCIAL MEDIA
4Xs Spend vs. 2013
Recruit: Scalable and Targeted Summer
Media Support
OUT-OF-HOME
IN-STORE

17. VitaFrute Already doubled Points of Distribution
for 2014 w/ Large Pipeline
• Already doubled PODs with national
mandate in CVS for 2 skus and
opportunity for another 3,500 PODS
• Full year sales for 2013 PODs as well
•Tremendous Year 1 distro with over
2,000 PODs
• Only 6 months of chain sales given roll-
out dates. Less than $500k A&P budget
3,000 PODs in 2013 8,000 PODs Authorized in 2014

18. Summer Program
Turnkey retail
program will provide
consumers with
simple and inspiring
summer entertaining
cocktail solutions.