Everclear is the #1 selling grain alcohol in the US Everclear represents over 80% of all grain alcohol sold in US It is bottled at 151-proof (75.5% ABV) and 190-proof (95% ABV). Made with 100% corn Gluten-Free
Everclear is a trip driver; 82% of consumer purchases are planned. Everclear purchasers go to the store with the intention of buying it…if Everclear is not there, 42% will go to another store Everclear is a trip driver; 82% of consumer purchases are planned. If Everclear isn’t in stock, 42% of buyers will leave the store to find it elsewhere. High Brand Loyalty Source: Everclear Usage Study 2015
93% of Everclear consumers purchase the brand for consumption as a cocktail or food ingredient Source: Everclear Usage Study 2015
Over half of loyal Everclear consumers buy smaller sizes Bottle Sizes Purchased by Brand Everclear and Top 10 Brands Everclear Loyal User Huge opportunity for incremental sales by adding small size distribution to existing accounts! Source: Everclear Usage Study 2015
Everclear is capitalizing on the growing “Do-it-yourself” trend through craft cocktails About 18 million US consumers (21% of the 21+ population) are interested in “DIY”. The craft cocktail trend as part of the “DIY” movement is picking up speed. Consumers are already using social media (Pinterest/Facebook/etc.) to post recipes on how to use Everclear to create home crafted spirits. Everclear is the best choice for home craft cocktails & infusions because: High proof is most effective in drawing out the flavor and botanicals from your ingredients Grain alcohol (corn) vs. wheat/other spirits leaves an ultra-pure & clean base for infusions
Everclear is award-winning! 2017 SIP Awards: Silver 2017 San Francisco World Spirits Competition: Silver
“Make it Your Own” campaign to target varying levels of DIY consumers PURPOSE: Inspiring and enabling make-it-yourselfers to uncover a new passion, elevating the brand naturally as new consumers fall in love with the possibilities. POSITIONING: Everclear is pure, clean and full of possibility – the blank canvas to try anything, try everything, and above all, to Make it Your Own regardless of your skill level. Explorers Entertainers Socializers Creative, unique consumers, who are open to change/try new things Enthusiasm for creating food and beverage recipes to entertain at home Young, on-the-go consumers who appreciate cocktails but don’t have time to make them
Everclear 2017 pricing strategy; maintain! HOLD PRICING; NO INCREASES Brand Team will run Ibotta offers during key selling months Priority Product Mix Competitive Target Set Shelf Position Suggested Retail Price Goals Off-Premise: 750mL 1.75L 200mL 375mL 50mL Diesel Graves Competitively priced Vodka In Vodka section, on shelf according to price 750ML Front Line: $17.99-$19.99 Promoted: 5-10% Savings Front Line: $5% below 2X 750mL Front Line: $5.99-$7.99 Front Line: $9.99-$11.99 Front Line: $5.1.49-$1.99 Gain Distribution of all sizes Grow volume and begin to address the pricing gap between 750mL and 1.75L On-Premise: 1. 1L Special Usage Be the brand of choice for accounts that make their own bitters and liqueurs Be the spirit of choice in drink machines
2017 Everclear Programs Year-Round National Digital Media and Ibotta Support Local Brand Consumer Education Program Launch Iconic POS MIYO Consumer Promotion supported with VAPS and Ibotta Holiday Recipe/Entertaining focus Local brand consumer education program by partnering with distributor mixologists
Everclear Product Information
Luxco Corporate Responsibility Luxco is a proud member and supporter of influential organizations that help educate and inform the general public about alcohol consumption responsibility. DISCUS - http://www.discus.org/ National trade association representing the leading producers and marketers of distilled spirits in the United States, promoting responsible decision-making regarding beverage alcohol. The President's Forum - http://thepresidentsforum.org/ A group of leading companies with common needs and interests in manufacturing, importing, and marketing distilled spirits products in the United States and around the world. The companies that make up the President's Forum represent about fifty percent of all distilled spirit sales in the US. NABCA - http://www.nabca.org/ The National Alcohol Beverage Control Association (NABCA) represents the Control State Systems - those jurisdictions that directly control the distribution and sale of beverage alcohol within their borders. Their mission is to support member jurisdictions in their efforts to protect public health and safety and ensure responsible and efficient systems for beverage alcohol distribution and sales. WSWA - http://www.wswa.org/ Luxco is an associate member of the Wine & Spirits Wholesalers of America (WSWA), which is the national trade organization representing the wholesale tier of the wine and spirits industry. It is dedicated to advancing the interests and independence of wholesale distributors and brokers. We are also proud supporters of: The Century Council (now The Foundation for Advancing Alcohol Responsibility) www.responsibility.org - http://www.centurycouncil.org/ Promotes responsible decision-making regarding beverage alcohol, while simultaneously fighting alcohol abuse, focusing on drunk driving and underage drinking problems. DrinkInModeration.com - http://www.drinkinmoderation.org/ Information resource on alcohol &health including the U.S. Dietary Guidelines, standard drink definitions, tips for responsible entertaining as well as other resources and links to information on alcohol in the adult diet