+ WHY EVERY BAR SHOULD OFFER 5 SHOTS ON THEIR MENU & HOW TO SERVE THEM SHOOT TO THRILL!

+ 1. ORIGIN OF THE SHOT (GLASS) 2. ACCOUNT BENEFITS OF A SHOT MENU/FEATURE 3. DIFFERENT CLASSIFICATIONS OF “THE SHOT” 4. THE BOILERMAKER (BEER + SHOT) COMBOS 5. PROFITABILITY OVERVIEW

+ - A popular origin story is that the shot glass originated in the Western saloons of the American Old West. The story explains that the cowboys of the Old West would trade a cartridge (bullet plus powder and primer encased in brass) for a small amount of alcohol or shot - Another origin story is that a shot glass was a glass used at the dinner table for diners to place any lead shot they found left during the meal (Yum!) - Certain fraternal organizations such as Freemasons have a custom of drinking toasts from specially shaped glasses known as cannons or firing glasses, which are slammed on the table making a sound like a gunshot – a firing glass then becomes a shot glass ORIGIN OF THE SHOT OR MAYBE JUST THE SHOT GLASS…

+ - Opportunity to gain placements and advertise features for new spirits - Offers suggestions to indecisive consumers looking for “a shot of something” - Opportunity for the account to feature more call brands and increase profits -Helps ensure that a customers choice to purchase a shot will fall under the United portfolio BENEFITS OF A SHOT MENU

+ MORE THAN JUST A SHOT EXPLORING THE SPECTRUM OF THE SHOT WORLD SHOTS A blend of 1 or more spirits or liquors containing 100% Alcohol. In the US the Standard shot is 1.5oz - Typically served chilled in a 1.5 oz shot glass Ex : Strawberry Fields 1oz Pennington’s Strawberry Rye 1/2oz King’s Ginger

+ MORE THAN JUST A SHOT EXPLORING THE SPECTRUM OF THE SHOT WORLD SHOOTERS A shot that is blended with a non-alcoholic mix, though many bars will use this interchangeably with “shot” – shooters can range from 1oz to 4oz Typically served in a shot or sherry glass Ex : Washington Apple Shooter 2oz Whiskey 1oz Sour Apple Schnapps 1oz Cranberry Juice

+ MORE THAN JUST A SHOT EXPLORING THE SPECTRUM OF THE SHOT WORLD SHORTIES Typically 1oz pour – priced at lower price point than average shots. Ex : Jack Tennessee Honey Tuaca Pennington’s Strawberry Rye Jack Tennessee Fire American Born Moonshine

+ MORE THAN JUST A SHOT EXPLORING THE SPECTRUM OF THE SHOT WORLD BOMBS A shot that is dropped into a glass of beer or energy drink and then consumed. Ex : Irish Car Bomb 3/4 Pint of Guinness ½oz Irishman Founder’s Reserve ½oz Irishman Irish Cream Also can be served in a bomb cup Ex : Bacardi O Bomb (Dropped into energy drink)

+ BOILERMAKERS… NOT JUST BEER & WHISKEY ANYMORE Traditionally served as a shot of whiskey & a beer, the Boilermaker has evolved and become a popular feature in On Premise Accounts HIJACKBREAKFAST OF CHAMPIONS Miller High Life & Jack DanielsMiller Lite & The Irishman Founders DOS HOMBRES Desperados & Shot of El Jimador APPLEJACK Strongbow & Jack Daniels Honey SOB sells Tecate 12oz Cans + shot of El Jimador Blanco $5 Tecate is now outselling PBR in this account…

+ PROFITABILITY Presenting the profitability of an in house shot feature/menu will assist in selling in the program to an account SHORTIE FEATURE $3.OO Shortie (1oz) Feature on American Born Moonshine Apple Pie Buy 2 get 1 n/c Deal Bottle Cost : $22.83 ($.89 oz) $ = $2.11 Profit on each Shortie $2.11 x 25.54oz (in each 750) = $53.88 profit on each bottle ($43.67 w/o deal) BOMB FEATURE $5.00 Bacardi O Bomb Feature (1.5oz) Buy 6 get 2 n/c Deal Bottle Cost : $12.65 (.37 oz) 1.5 oz Bacardi (.55) + ½ Can Energy Drink (1.49) = $2.04 Cost Per Bomb $ $2.04 = $2.96 Profit per Bomb ($2.76 Profit without Bacardi Deal) SHOW ME THE MONEY!

+ PROFITABILITY BEER + SHOT FEATURE $ oz Tecate Can + Shot of El Jimador Blanco (1.5oz) Feature Buy 12 get 4 n/c Deal Bottle Cost : $15.22 (.45oz) 1.5 oz shot of El Jimador = oz Tecate Can at.83/unit = $1.49 Cost per special $ $1.49 (Cost) = $3.51 Profit Per Beer + Shot Combo ($3.23 Profit per combo without deal) SHOW ME THE MONEY!

+ THANK YOU!