2. 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

3. 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

4. 93% of Everclear consumers purchase the brand for consumption as a cocktail or food ingredient
Source: Everclear Usage Study 2015

5. 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

6. 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

7. Everclear is award-winning!
2017 SIP Awards: Silver
2017 San Francisco World Spirits Competition: Silver

8. “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

9. 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: $ $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

10. 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

11. Everclear Product Information

12. 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 - 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 - 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 - 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 - 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) Promotes responsible decision-making regarding beverage alcohol, while simultaneously fighting alcohol abuse, focusing on drunk driving and underage drinking problems. 
DrinkInModeration.com - 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