Aaron Guido & Carl Nolet

The Product Haight St. Vodka – San Francisco based craft spirit – Distilled from the finest California grapes – Quality ingredients & superb distillation techniques – Appeals to anyone who enjoys a great cocktail – Partnership with bartenders – Introduces the everyday consumer to the art of mixology

Bottle Design

The Name Haight St. – A very famous street in San Francisco with a colorful history dating back to the 1960’s. The corner of Haight and Ashbury is the most famous intersection in San Francisco – Known for being the origin of hippie subculture in the 1960’s – The name Haight St. embodies the free sprit and counterculture of San Francisco, one of the fastest growing and progressive cities in the nation – It is also representing the resurgence of young people back into San Francisco

The Need With the rise of popularity in craft beverages such as whiskey and beer, we believe that Vodka will follow this trend as well. The United States consumed 71.3 million cases of Vodka in 2013 with California having the highest consumption with roughly 8.5 million cases ( The Beverage Information Group Liquor Handbook, 2014). We want to take advantage of this fairly untapped craft vodka market. Providing a grape based vodka, that is gluten free, and created solely from California ingredients. With the rise of craft spirits, the interest in creating cocktails will also follow suit. Haight St. easily allows you to “Be your own bartender”.

The Process Crafted from the finest grapes from the central coast. Mix of Chardonnay and Sauvignon Blanc Varietals. Central Coast grapes are significantly cheaper than other regions but still maintain quality sought out in Haight St. Vodka. The grapes are harvested late in the season when they have their highest sugar content. Grapes are then sent to temperature controlled cellars, and maceration begins. They are cold pressed which helps the juice retain its vibrant fruit flavor unique to Haight St. Vodka. The extract is then shipped in temperature controlled trucks to St. George Spirits distillery located in Alameda California, 15 miles outside San Francisco. The grape extract is then distilled 5 times using traditional copper pot stills. This not only ensures quality but gives Haight St. a smooth unique taste. The vodka is then bottled and distributed throughout San Francisco and San Jose.

Target Consumer Age 21 – 40 Has a large amount of disposable income Interest in creating craft cocktails Open to trying new things Likes to host and attend social events Enjoys craft and speakeasy type bars

Launch Strategy Brand built primarily on-premise Start with exclusively 750ml bottles 6 Bottle cases Utilize bartenders as brand ambassadors – Recruit from the United States Bartenders Guild San Francisco Bay area and Silicon Valley chapters 3 Primary Focuses – Quality – Packaging – Price

Launch Strategy Cont.. First 2 years – 70% on-premise – 30% off- premise – Primarily focus on San Jose / Silicon Valley area Less initial competition Large population of our target market Area with high disposable income – Once established move more heavily in San Francisco area Initial focus on select accounts Once established focus on increasing the number of accounts

Consumer Goal Deliver value to our consumer Establish brand equity Increase our customer base Appeal to both bartenders and the traditional consumer Educate and create an aspect of customization

Competition

The Promotion On the back of each Haight St. Bottle is a unique craft cocktail recipe created by a real bartender. Recipes are chosen during a bartending competition hosted in San Francisco each year. Bartenders from all over California are invited to compete. Event is free and open to the public to the first 500 people to RSVP. The premise of the competition is to create a craft cocktail from ingredients that are readily available in most supermarkets and bars. Top 20 cocktails will be featured on the Haight St. drink card, with the bartender name and home city underneath, they will also be awarded a cash prize.

The Competition

Social Media Use social media to showcase our partnership with bartenders Posts featuring cocktail recipes Posts showcasing the quality and process behind creating Haight St. Vodka Target millenials Facebook, Twitter, Instagram

Drink Card

Pricing Price to create 6 Btl Case Haight St. $50.96, $8.66 per bottle 30% profit on each case Or $21.84 per case F.O.B – Freight on Board, the cost to the distributor to get the case on freight Landed Cost – The final cost the distributor sees, the number they work off of. On-premise *based on 1.5 oz pour 16.9 drinks per btl x $8 = $135.2 per bottle $135.2 x 6 Btls = $811.2 per case $811.2 – = $ GP per case or 673%

Discounts Retail – $ Case – $24.99 Btl 5 case (2%) – $ Case – $24.49 Btl 10 case (3%) – $ Case – $24.24 Btl 20 case (5%) – $ Case – $23.74 Btl

Incentives Offer educational based incentives to our sales teams Trips to the central coast Bottles of our product

Phase 1 Years 1 – 2 – Focus on quality of the spirit – Educate bartenders – Target the majority of on-premise accounts in San Jose and select off-premise – Focus on select on and off premise key accounts in San Francisco – Establish Haight St. as a brand that is valuable to our consumer – Host the initial Haight St. Vodka bartending competition

Phase 2 Years 2 – 4 – Expand throughout California – Focus on expansion in other California cities such as Los Angeles and San Diego – Continue to grow on and off-premise sales – Host Haight St. bartending events in other Californian metropolitan areas – Prepare to enter chain accounts

Phase 3 Years 4 – 6 – Expand to other major U.S. States (New York, Florida) – Begin to sell Haight St. in Chain stores – Invest in P.O.S and promotional items – Continue to promote in on and off premise accounts – Host multiple bartending events throughout the U.S. – Incorporate bartenders from all over the U.S. on the Haigh St. Vodka drink card

The Future Utilize Southern Wine & Spirits large distribution network to enter most states across the country Establish Haight St. Vodka as a well known brand in chain and broad market accounts Pursue brand extension with three flavors, citrus, peach,and vanilla Continue to host bartending events all over the nation and educate consumers on the art of mixology

CHEERS!