1. 2017 Lord Calvert Why Deck

2. Overview ‘Why’ Lord Calvert Brand Positioning
Ducks Unlimited Partnership
Innovation
Brand Guidelines
Mixology

3. Why Lord Calvert? Authentic and outdoorsy brand
Brand identity resonates with current and future consumers
Canadian Whisky category continues to show growth
Category growing overall by 2.3% vs LY
750mL size also showing 2.0% growth vs LY
Lord Calvert continues to innovate as Flavored Whisky grows
Overall flavored whisky shows over 9% growth vs LY
Nearly 25% of this growth comes from Fireball (6.4%) and Crown Royal Apple (18.4%)
Opportunity for success in other flavors
Source: Nielsen Spirits Comprehensive Overview 12/31/16 3

4. Lord Calvert Brand Positioning
Lord Calvert personifies adventure, natural beauty and the tranquil outdoors.
Lord Calvert is casual, simple with an appreciation for authenticity.
Lord Calvert connects current and future consumers through their love of the outdoors. 4

5. Lord Calvert Target Consumer
Men aged drink Canadian Whisky
Looking for a value-priced whiskey to mix in simple cocktails at BBQs or bring on outdoor adventures like camping, fishing or float trips.
Almost exclusively an off-premise purchaser, in grocery and occasionally liquor or convenience stores. Favorite stores include Wal-Mart, REI and Bass Pro.
Household income between $25K and $75K – looking for decent quality at a low price, something to take with them on outdoor adventures or low-key nights at home.
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 outdoor gear and planning trips.
Drinks whisky either on the rocks or with simple mixers like coke. Drinking is a social activity, and this target values experiences and time spent with friends above all else.
Sources: Mintel, 2013 5

6. The limited edition Lord Calvert/Ducks Unlimited decanter is back for 2017 with a new design
Limited Edition Ducks Unlimited Decanter: Series 2
Partnership with Ducks Unlimited to showcase the Canadian heritage of both iconic brands. A portion of the proceeds will be used to preserve waterfowl wetland habitats across North America. Great for hunting markets, higher-end liquor stores and high-volume Canadian whisky markets.
Proof: 80 (40% ABV) Pre-Order Item: Order window will run 3/13/17 through 4/7/17 Availability: Nationally beginning August ‘17 – leading up to waterfowl hunting season and the holidays SKU’s: 750mL decanter (4-In) Suggested Retail Price: $99.99/unit
Decanter Size
Case Pack
Case Weight
Cases Per Tier
Cases Per Pallet
Case Dimensions
UPC Code
Item #
STR Dates
Proof
ABV
750mL 4
22.59 8 32
12.5 x 13.5 x 17
59116
Sept ‘17 80
40%

7. Introducing: Lord Calvert Black
Provides the mild oak and sherry essence you would expect from the original Canadian whisky, but its premium blend gives it subtle hints of caramel, vanilla, and spice.
Proof: 80 (40% ABV)
SKU’s: 750mL Square
Availability:
Timing: 2017 Trimester 2
Top Volume Markets: FL, GA, SD, WY, WV, SC, CA, ME, KS, UT, MN 7

8. Introducing: Lord Calvert Spiced Peach
With the great taste of peach complemented by vanilla and cinnamon spice, this whisky takes our original Lord Calvert® to the next level
Proof: 70 (35% ABV)
SKU’s: 1.75L, 750mL Round, 50mL
Availability:
Timing: 2017 Trimester 2
Top Volume Markets: FL, GA, SD, WY, WV, SC, CA, ME, KS, UT, MN 8

9. Lord Calvert Family POS and sell sheet available on luxco.com9

10. Lord Calvert Innovation POS Available on luxco.com10

11. Competitive Target Set Suggested Retail Price
Lord Calvert Brand Guidelines
Priority Product Mix
Competitive Target Set
Shelf Position
Suggested Retail Price
Goals
Off-Premise :
Base 1.75L
Base 750mL
Flavor Innovation 750mL
Reserve 750mL
Black Velvet
Rich & Rare
Canadian Mist
Canadian Club
Adjacent to Rich & Rare, Black Velvet or other key competitor
Benchmark: Black Velvet
(or regionally appropriate value Canadian)
Get off the Bottom Shelf
Maintain Placement
On-Premise:
Base 1L
Grow Distribution 11

12. Lord Calvert Promotional Opportunities and Examples
POS/Creative Examples:
Outdoor focus
Shows consumers enjoying themselves in their element
Casual and comfortable
Merchandise Examples:
Fishing gear
Camo hats
Camo Koozies
Durable Flasks
Giveaway Examples:
Grilling utensils
Coolers
Camping gear
Outdoor games: washers, bags, cards 12

13. Lord Calvert Drink Recipes…Easy and Unfussy
The black and gold
Lord Calvert® Canadian Whisky Cola
Fill your vessel of choice with ice.
Pour in Lord Calvert®. Mix with cola.
Don’t overthink it, just enjoy.
Canadian tuxedo
Lord Calvert® Reserve Canadian Whisky Ginger ale
Grab a cup and some ice. Add some Lord Calvert®. Fill with ginger ale. End sentences with “eh” for the remainder of the day.
SASKATCHEWAN summer
Lord Calvert® Spiced Peach Iced tea
Grab a cup and fill to the brim with ice. Pour in a respectable level of Lord Calvert® Spiced Peach. Add a touch of peach schnapps. Fill the rest of the way with iced tea. Bonus points for enjoying in a hammock.
toronto
Lord Calvert® Black Canadian Whisky Sweet vermouth
Aromatic bitters
Dust off that fancy rocks glass. Fill with ice and 2 shots of Lord Calvert®. Add 1 shot of sweet vermouth. Shake the bitters bottle over the drink a few times. Enjoy. But please don’t stick your pinky out. 13