2018 Brand Plan

Ezra Brook’s brand position reinforces style, strength and honesty Ezra Brooks is polished and refined, while remaining masculine and approachable. Ezra Brooks connects current and future consumers by CELEBRATING THE MODERN GENTLEMAN in all of us.

Ezra Brooks is positioned to stand out vs. key competitors Honest Packaging… Natural cork and matte capsule closure vs. screw on cap Honest Proof… 90 Proof vs. 80 and 86 proof Honest Flavor… Rye mash bill for spicier flavor and charcoal filtered for smooth, mellow finish

Previous best trend: +9% Updated packaging has jump started the current sales trend for Ezra Brooks Previous best trend: +9% +21% R12 increase vs. LY Source: DIVER YTD Shipments 2012, 2013, 2014, 2015, 2016 and R12 thru August 2017

In 2018 Ezra Brooks will continue to focus on Distribution, Awareness and Trial OBJECTIVE(S) KEY STRATEGIES Drive retail execution (Off-Premise focus) with focus on all sizes except the 1.75L Launch new innovation for OND 1. Expand POINTS OF DISTRIBUTION Build brand awareness through media support and experiential programs 2. Build BRAND AWARENESS and ENGAGEMENT Reinforce higher proof product benefits through experiential sampling program 3. Generate TRIAL

Ezra Brooks: 2018 Programs YEAR ROUND Ezra Brooks Iconic ‘Honest To Goodness’ Tri1 Ask Ezra Anything Tri2 Honest 90 Proof Tri3 Honestly Handcrafted How are we going to market during time period Social Media (Off-Premise Focus) Summer Sampling (Bourbon Festivals Focus) Holiday (Off-Premise Display Focus)

Iconic creative will be updated to reinforce ‘Honest’ messaging and highlight product benefits

Year round premiums available on shopluxco.com *FPO*

New marketing programs designed to be integrated across all brand platforms Social Media Retail Support Experiential Innovation Media Support Distillery Education

Ezra Brooks: 2018 Programs YEAR ROUND Ezra Brooks Iconic ‘Honest To Goodness’ Tri1 Ask Ezra Anything Tri2 Honest 90 Proof Tri3 Honestly Handcrafted How are we going to market during time period Social Media (Off-Premise Focus) Summer Sampling (Bourbon Festivals Focus) Holiday (Off-Premise Display Focus)

Currently Ezra Brooks has little brand awareness and very low engagement 1.1K Fans 188 followers Where are now VS how we get to where we want to be Any and all growth is organic – there is no paid support or media buys There is no consistent voice or posting schedule across platforms

In order to build brand awareness & engagement the brand will have comprehensive media support Social Support New social campaign to engage with fans Consistent imagery and tone Regular posting schedule Paid boosting Key influencer partnerships Additional Support Paid & earned media PR support connecting the brand to Lux Row Distillers Struggling with this one….the paid/earned media is not

Leverage new ‘Ask Ezra Anything’ themed POS to expand distribution at retail POS will drive consumers to social media to engage with the brand online Need an updated PNG for the display

Ezra Brooks: 2018 Programs YEAR ROUND Ezra Brooks Iconic ‘Honest To Goodness’ Tri1 Ask Ezra Anything Tri2 Honest 90 Proof Tri3 Honestly Handcrafted How are we going to market during time period Social Media (Off-Premise Focus) Summer Sampling (Bourbon Festivals Focus) Holiday (Off-Premise Display Focus)

“Higher-proof liquors are more flexible than their lower-alcohol kin.” Higher proof spirits provide benefit to crafting more robust, flavorful cocktails… “Whenever a high-proof spirit hits your tongue, it doesn’t rest there; it spreads out…When you breathe it in, the vapor of the alcohol carries more aromas and flavor profiles through your mouth…” “Higher-proof liquors are more flexible than their lower-alcohol kin.” https://www.wsj.com/articles/why-you-want-high-proof-liquors-on-your-bar-1439506357 (Eamon Rockey, GM of Betony, NYC)

3 Dashes Aromatic Bitters Ezra Brooks cocktail recipes will be stylish and refined, yet classic and simple Gentleman’s Fashion 2 oz. Ezra Brooks KSBW One Sugar Cube 3 Dashes Aromatic Bitters Orange Peel Honest To Goodness. I may be old fashioned, but I never put a cherry in one. – Ezra

2 oz. Ezra Brooks Straight Rye Whiskey New York Sour 2 oz. Ezra Brooks Straight Rye Whiskey ¾ oz. Simple Syrup 1 oz. Fresh Lemon Juice 1 oz. Malbec Honest To Goodness. ** need a quote from Ezra You can make one. Just don’t be one. – Ezra

Ezra Brooks will sample at bourbon festivals throughout the summer to drive trial Goal: Sample at 2 events per business unit in key markets: Houston San Diego Tampa Nashville Pittsburgh Richmond Reinforce Product Benefit: Higher proof for maximum flavor in classic cocktails *Note: Events & markets not yet finalized, subject to change

Brand Ambassador team will lead ‘Lunch & Learn’ series for the USBG, aligning with key markets Reinforce product benefit: Mixologist training on benefit of higher proof cocktails Classic cocktail drink features Reinforce brand positioning: Executed with style to appeal to the modern gentleman Incorporate lifestyle aspects (hand rolled cigars, grooming stations)

POS will highlight the product benefit: ‘Honest 90 Proof’ Materials to execute samplings in your own market will be available *FPO Should we add a few more on-premise elements – i.e. a shaker or a strainer, something to aid in making of cocktails?

Ezra Brooks: 2018 Programs YEAR ROUND Ezra Brooks Iconic ‘Honest To Goodness’ Tri1 Ask Ezra Anything Tri2 Honest 90 Proof Tri3 Honestly Handcrafted How are we going to market during time period Social Media (Off-Premise Focus) Summer Sampling (Bourbon Festivals Focus) Holiday (Off-Premise Display Focus)

Today’s modern gentleman seeks brands and products that are more than a good bargain… Need to determine what we put here. Find an image on shutter stock that is of men dressed nicely, drinking together? The image up there now is image 2 in the extras only

**CHANGE TO TELL A STORY Tri 3: Honestly Handcrafted “They place a premium on authenticity – from the products they buy to their interactions with brands.…” http://www.nielsen.com/us/en/insights/reports/2015/millennials-in-2015-retail-deep-dive.html

**CHANGE TO TELL A STORY Tri 3: Honestly Handcrafted “They value goods that are handmade and locally produced.…” http://www.nielsen.com/us/en/insights/reports/2015/millennials-in-2015-retail-deep-dive.html

**CHANGE TO TELL A STORY Tri 3: Honestly Handcrafted “They want to feel like they have a personal, direct interaction with the brand – and in return, they’ll advocate and endorse that brand.…” http://www.exploremidtown.org/wp-content/uploads/2015/04/nielsen-millennial-report-feb-2014.pdf Nielsen report from 2014

*BU breakout based on volume percentage Ezra Brooks 90 Proof Gift Pack will be available to plus up holiday displays Details: Gift pack includes: Ezra Brooks Kentucky Straight Bourbon Whiskey (750mL) Custom flask with the EB monogram Suggested Retail Price: Line priced w/Ezra Brooks 90 Proof Black Label 750mL Need estimated costs *BU breakout based on volume percentage

*BU breakout based on volume percentage Ezra and Lux Row elements work together to create impactful displays – highlighting Kentucky Need estimated costs *BU breakout based on volume percentage

Ezra Brooks 2018 Activation Iconic: Honest to Goodness Year Round: Social Media, Digital Media and Ibotta Support Ask Ezra Anything Honest 90 Proof Honestly Handcrafted Social Media Focus – building awareness and support Retail Focus with Lux Row Distillers Displays Bourbon Samplings/Lifestyle Events with Brand Ambassadors Co-Branded 90 Proof POS Opportunities to win stylish items via social media engagement Holiday VAP Gift Pack *FPO*

Ezra Brook’s 2018 Key Takeaways Focus on the RIGHT DISTRIBUTION … build Off-Premise distribution and increase PODs. HIGHER VOLUME! Focus on the RIGHT SIZE MIX … Leverage displays and POS around 750mL, 375mL and 200mL. HIGHER MARGIN! Focus on GENERATING TRIAL … sample and educate on ‘reasons to believe’. HIGHER PROOF!