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Why Ezra Brooks….

Published byJustina Curtis Modified over 6 years ago

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Presentation on theme: "Why Ezra Brooks…."— Presentation transcript:

1 Why Ezra Brooks…

2 Overview ‘Why’ Ezra Brooks Brand History Brand Positioning
Packaging & Innovation Brand Support Brand Guidelines Product Sell Sheets

3 Why Ezra Brooks? Domestic Whiskey category continues to grow rapidly
Domestic Whiskey +3.1% 9L past 12 months Ezra Brooks keeping pace with category sales Ezra Brooks Family +5% 9L past 12 months Continue to leverage new packaging: Increase price point and gain higher margins Creates new spotlight for the brand Cohesive brand family with higher perceptions of quality Opportunity to innovate with new flavors and variants Appeals to the millennial, modern man who buys on brand presentation Award-winning whiskey for today’s modern gentleman San Francisco World Spirits Competition 2015 Gold: Old Ezra 7-Year 2015 Silver: Ezra Brooks 90 Proof Kentucky Straight Bourbon Whiskey 2015 Silver: Ezra B 12-Year Single Barrel Source: NABCA SAM Greenbook Domestic Whiskey thru Oct 2016

4 Ezra Brooks History 1957 Ezra Brooks brand created by Frank Silverman and bottled at Hoffman Distilling Company in Lawrenceburg, KY. 1993 Luxco (formerly David Sherman Corporation) purchases the Ezra Brooks bourbon brand. 2016 New packaging & new bourbon cream variant introduced. Lux Row Distillers opening – the new hub of Ezra Brooks, along with other Luxco bourbons 1976 Medley Distilling Co. in Owensboro, KY, with roots tracing back to 1643, acquires Ezra Brooks bourbon. Ezra Brooks becomes Medley’s leading seller and #1 asset. 2015 Ezra Brooks 90 proof and Old Ezra 7 Year win silver medals at the San Francisco World Spirits Competition. 2017 New variant, Ezra Brooks Straight Rye, introduced.

5 Scheduled to open the end of 2017
$35 million project – largest capital investment in history of LUXCO Being built on historic 70 acre site in Bardstown, Kentucky 40004 All Ezra Brooks bourbon will be distilled and aged at Lux Row Distillers New state of the art distillery will include a custom Vendome copper still and capacity for six 20,000+ barrel warehouses Distillery will be part of the Kentucky Bourbon Trail

6 Ezra Brooks Brand Positioning
Ezra Brooks personifies 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.

7 Target Consumer Ezra Brooks Target Consumer:
Millennial men over-index in consumption of Bourbon. Men are 40% more likely than women to drink bourbon Target demo is 20-something young man on a budget, yet with refined taste and style. He aspires to be a modern gentleman. He wants a go-to bourbon that’s both affordable and good quality for everyday enjoyment. Primarily off-premise purchaser, in grocery and liquor. Favorite brands a mix of value and premium: J. Crew, Dollar Shave Club, Red Wing Boots, Target, The Art of Manliness Household income between $30K and $75K – looking for quality at a practical price. Heavy user of Facebook, Instagram and Snapchat. Favors streaming services like Netflix and Hulu over traditional TV. Listens to internet radio like Pandora and Spotify. Spends time online browsing goods and gear like boots, watches and denim. Drinks bourbon either on the rocks, in classic cocktails or with simple mixers like coke. Drinking can be a solo or a social activity. Prefers brands that aren’t obvious and mainstream. Sources: Mintel, 2013

8 New packaging elevates perceptions of quality ... Classic, Clean, Stylish
Tailors to the millennial, modern man who buys on brand presentation Stands out vs. other ‘everyday’ bourbons More cohesive, high-end craft feel across the entire brand family Does not alienate current Ezra Brooks drinker Sets up brand for long-term growth

9 New packaging gives Ezra Brooks points of differentiation vs
New packaging gives Ezra Brooks points of differentiation vs. competition REAL CORK … Natural cork and matte capsule closure vs. screw on cap NOT WATERED DOWN … Honest 90 Proof vs. 80 and 86 proof HIGHER-END PACKAGING … Matte finish, embossing and die-cut labels elevate quality and highlight bourbon

10 Year-round retail support materials available on www.shopluxco.com
Updated Ezra Brooks POS creative will be available for Tri 1 and on Luxco.com Year-round retail support materials available on Ezra Brooks POS 1-Case Bin Case Card LED Sign Tacker Sign Large Format Posters Shelf-Talker Neck Hanger Coaster & Table Tent

11 2017 Ezra Brooks Brand Priority Ranking:
1. 90 Proof Black 3. Rye 2. Old Ezra 4. Bourbon Cream

12 Ezra Brooks On-Premise
Opportunity Premium Well Placement Higher margin returns vs competition Stronger proof to provide fuller flavor in cocktails 1. 90 Proof Black 3. Old Ezra 2. Straight Rye

13 Ezra Brooks Off-Premise
Opportunity Shelf Mix Adjacent to Evan Williams and Jim Beam Display Size Grocery: 1-3 case displays Convenience: 1 case & 50mL displays Packaged Liquor: 3-12 case displays 1. 90 Proof Black 3. Rye 2. Old Ezra 4. Bourbon Cream

14 Ezra Brooks adds a modern twist to classic cocktails
Boston Sour 2 oz Ezra Brooks 90 Proof Bourbon ¾ oz fresh lemon juice 1 tsp simple syrup 1 dash of egg white Lemon slice Maraschino cherry Shake the whiskey, lemon juice, egg white and simple syrup with ice. Strain over ice into a chilled cocktail glass. Garnish with a lemon slice and a maraschino cherry. Old Ezra Fashioned 1.5 oz Ezra Brooks 7-Year Bourbon 2 dashes of orange bitters to add more cinnamon taste 1 brown sugar cube Place sugar cube in old-fashioned glass and saturate with orange bitters. Muddle until dissolved. Fill the glass with ice cubes and add whiskey. Garnish with orange slice. Wise Guy Manhattan 2 oz Ezra Brooks Straight Rye ¾ oz Stock® Sweet Red Vermouth 1 dash of bitters Bada Bing cherry Stir ingredients over ice, strain into a chilled glass, serve straight up garnished with a cherry. Kentucky Snowcap 2 oz Ezra Brooks Bourbon Cream 4 oz Hot Chocolate 1 oz Ezra Brooks Bourbon 90 Proof Combine hot chocolate, Ezra Brooks Bourbon Cream, and Ezra Brooks Bourbon 90 Proof. Want to take it up a notch? Add whipped cream topping & a caramel drizzle.

15 Ezra Brooks Brand Family Lineup Suggested Retail Pricing (750mL)
Original Bourbon Cream Straight Rye Old Ezra Blend Description Kentucky Straight Bourbon Whiskey Liqueur made with Kentucky Straight Bourbon Whiskey and rich, natural cream Straight Rye Whiskey Kentucky Straight Bourbon Whiskey aged 7 years Blended Whiskey Age 4 years 2 years 7 years Ingredients Rye, Corn, Malt Corn, Rye, Malt, Natural Cream Rye, Corn, Malt, Neutral Grain Spirits Tasting Notes Caramel and vanilla with hints of spice and chocolate for a smooth, warm finish Buttery caramel followed by rich, sweet toffee, rounded off with a smooth, creamy, warm finish Hints of chocolate, leather, vanilla and oaky tones for a robust and spicy flavor Subtle notes of vanilla with floral tones and a warm, lengthy, buttery finish Honey and vanilla accented by spice cinnamon and a hint of chocolate, with a light, warm finish Awards Silver (2015) San Francisco World Spirits Competition Gold (2015) San Francisco World Spirits Competition Proof 90 (45% Alc/Vol) 25 Proof (12.5% Alc/Vol) 101 (50.5% Alc/Vol) 80 Proof (40% Alc/Vol) SKU’s 50mL, 200mL, 375mL, 750mL, 750mL Traveler,1L, 1.75L 750mL 750mL, 50mL 750mL, 1L, 1.75L Suggested Retail Pricing (750mL) $ $14.99 (parity of $1 above Evan Williams) Parity to Original Black Label 90 $ $21.99 $24.99 and above $ $12.99

16 Ezra Brooks 90 Proof ‘Black Label’
Ezra Brooks is bottled at an honest 90 proof and charcoal filtered for an unmistakable, mellow flavor Tasting Notes: Nose: sweet honey, vanilla, citrus notes Palate: caramel and vanilla, with hints of spice and chocolate Overall: smooth, warm finish Awards: Silver (2015 San Francisco World Spirits) SKU’s: 50mL, 750mL, 1L and 1.75L, 200ML, 375ML 45% ABV / 90 Proof Ingredients: Rye, corn, malt Bottle Size Case Pack Case Weight Cases Per Tier Cases Per Pallet Case Dimensions UPC Code SCC Code Item # STR Dates Proof ABV 1.75L 6 36.33 12 60 14.25x9.75x13.375 11102 Currently Available 90 45% 750mL 34.34 14 70 12.75x9.5x11.75 11106 1L 41.52 13 65 13.75x10.6x12.25 11104 50mL 120 17.8 16 96 9.25X8.5X13.5 11100-NP 200ML 48 24.09 10 80 17.5x10.75x7.25 11109 375ML 24 21.96 98 13.6x10.25x8.25 11108 Source: NABCA 9L R12 YTD thru March ‘16

17 Old Ezra 7-Year 101 Proof Old Ezra is bottled at an honest 101 proof and aged a full 7 years for a deep, rich, ultra smooth taste Ultra-Premium category is experiencing rapid growth at +19.2% R vs. LY Tasting Notes: Nose: sweet floral, vanilla, cinnamon, wood Palate: peaty, vanilla, hint of floral notes with buttery finish Overall: warm and long finish SKU’s: 750mL 101% ABV / 50.5 Proof Ingredients: Rye, corn, malt Bottle Size Case Pack Case Weight Cases Per Tier Cases Per Pallet Case Dimensions UPC Code SCC Code Item # STR Dates Proof ABV 750mL 12 34.13 14 70 12.75x9.5x11.75 11886 Currently Available 101 50.5% Source: NABCA SAM Greenbook Domestic Whiskey thru Oct 2016

18 NEW: Ezra Brooks Straight Rye
New Straight Rye variant offered as a forecasted item Straight Rye Whiskey category experiencing growth +27% Rye Premium Price Segment growing by 16% Tasting Notes: Nose: hints of chocolate, leather, vanilla and spicy grains Palate: slightly sweet and oaky notes Overall: warm and spicy finish SKU’s: 750mL, 50mL 45% ABV / 90 Proof Bottle Size Case Pack Case Weight Cases Per Tier Cases Per Pallet Case Dimensions UPC Code Item # STR Dates Proof ABV 750mL 12 19.3 14 70 9.5 x 8.5 x 13.5 58346 Jan ’17 90 45% 50mL 120 17.75 16 96 13.5 x 8.5 x 9.25 58740 Source: NABCA 9L R12 YTD thru September ‘16

19 Ezra Brooks Bourbon Cream
A genuine bourbon cream made using the finest ingredients available for an unmistakable & unforgettable rich, creamy flavor Tasting Notes: Nose:  cinnamon, nutmeg, caramel, vanilla and sweet pecan Palate:  buttery caramel, rich, sweet toffee SKU’s: 750mL 12.5% ABV / 25 Proof Ingredients: rye, corn, malt with cream, natural flavor and caramel color Bottle Size Case Pack Case Weight Cases Per Tier Cases Per Pallet Case Dimensions UPC Code SCC Code Item # Availability Proof ABV 750mL 12 37.9 14 70 X 9.5 X 57386 Currently Available 25 12.5% Source: NABCA R12 YTD thru September‘16

20 Ezra Brooks 80 Proof ‘White Label’
Ezra Brooks Blend is a genuine Kentucky Sour Mash recipe blended at a smooth 80 proof Perfect for mixing with cocktails Tasting Notes: Nose: floral, sweet vanilla Palate: honey, vanilla, spicy cinnamon with a hint of chocolate Overall: light, warm finish SKU’s: 750mL, 1L and 1.75L 40% ABV / 80 Proof Ingredients: Rye, corn, malt Bottle Size Case Pack Case Weight Cases Per Tier Cases Per Pallet Case Dimensions UPC Code SCC Code Item # STR Dates Proof ABV 1.75L 6 36.53 12 60 14.25x9.75x13.375 52932 Currently Available 80 40% 750mL 34.51 14 70 12.75x9.5x11.75 52936 1L 41.75 13 65 13.75x10.6x12.25 52934

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