1. Rebel Yell
2018 Brand Plan

2. Rebel Yell continues to have a great story with strong ‘reasons to believe’
Award Winning:
Double Gold Medals (Original, Small Batch Rye, 10 Year Single Barrel)
Smooth Flavor:
‘Wheated’ mash bill
Heritage:
Original recipe invented in at the Stitzel-Weller distillery

3. Rebel Yell’s brand position has attitude and energy … reinforcing spontaneity, freedom and authenticity
Rebel Yell connects current and future consumers by celebrating their REBEL SPIRIT

4. Rebel Yell continues to grow each year, up 342% since 2012
Growth Trends
us vs. the pop segment
$ and cases are we growing faster?
What is driving the growth?
Pts of Distribution
750
1.75
Source: DIVER YTD Shipments 2012, 2013, 2014, 2015, 2016 and R12 thru August 2017

5. Rebel Yell is perceived as a premium brand.
Consumers expect to pay +$22 per bottle!
*Source: 2017 Quantitative On-Line Study with 600 consumers across the US

6. In 2018 Rebel Yell will continue to focus on Distribution, Awareness and Trial
OBJECTIVE(S)
KEY STRATEGIES
Drive retail execution (Off-Premise and On-Premise) with focus on Small Batch Rye
1. Expand POINTS OF DISTRIBUTION
Create buzz and build awareness through social media & experiential programs
2. Build BRAND AWARENESS and ENGAGEMENT
Reinforce rebel spirit through music sampling program
3. Generate TRIAL

7. 2018 marketing support designed to be activated across all brand platforms
Media Support
CRM
Experiential
Innovation
Retail Support PR
Distillery

8. (OND Variety Pack Focus)
Rebel Yell : 2018 Programs
YEAR ROUND
Rebel Yell Iconic
‘Let Your Spirit Be Heard’
Tri1
Display Heavy-Up
Tri2
Summer Sampling
Tri3
Holiday
How are we going to market during time period
Band of Rebels: Music
(Off-Premise Focus)
Band of Rebels: Music
(On-Premise Focus)
Band of Rebels: Music
(OND Variety Pack Focus)

9. Iconic creative has been updated to reinforce ‘rebel’ lifestyle
*FPO*

10. Year round premiums are currently available on shopluxco.com
*FPO*

11. (OND Variety Pack Focus)
Rebel Yell : 2018 Programs
YEAR ROUND
Rebel Yell Iconic
‘Let Your Spirit Be Heard’
Tri1
Display Heavy-Up
Tri2
Summer Sampling
Tri3
Holiday
How are we going to market during time period
Band of Rebels: Music
(Off-Premise Focus)
Band of Rebels: Music
(On-Premise Focus)
Band of Rebels: Music
(OND Variety Pack Focus)

12. Indie artists … the new No. 1 in the music industry
Do-It-Yourself Approach
Indie music is produced independently from major labels
Rebel From The Mainstream
Indie Artists do not fall into a single, defined musical style or genre
Source: theguardian.com January 3, 017
Thanks to digital streaming … indie music now controls over 35% market share in music business sales

13. Vinyl is back … with sales hitting a 25-year high
LP sales up 53% in 2015
Vinyl sales have now passed digital download sales
Vinyl sales up 9 years in a row
Source: theguardian.com January 3, 2017
Why? People want something ‘tangible & real’

14. Now spinning … Rebel Yell’s new music contest
What Is It?
Rebel & Records … a new custom music experience contest
What Can You Win?
Music themed prizes including records, headphones, turntables, concert tickets and one of three grand prizes … the ultimate backyard concert experience
How To Enter?
Go to bandofrebels.com and upload a photo showing us how to ‘Let Your Spirit Be Heard’
What Are The Program Objectives?
Leverage Rebel Yell’s new music themed program to expand points of distribution at retail.
When Will It Run?
Trimester 1: February through April, 2018

15. Music themed retail POS designed to stand out in the Off-Premise for Tri 1
Example of music themed display POS and display enhancers

16. What major retail holiday was April 22nd this year?

17. Record Store Day on Saturday, April 21st is a great opportunity to sample!
Partner with your local record store
Set up Rebel Yell sampling footprint
Serve breakfast themed cocktail recipes
Capture content for social media

18. Next release of Rebel Yell Single Barrel scheduled for Spring 2018
Award-winning Rebel Yell Single Barrel is patiently aged for a full 10 years, and bottled one barrel at a time for a uniquely rebellious experience. Each bottle includes barrel number and ‘aged since’ date.
SKU’s: 750mL
Awards: Double Gold (2017 San Francisco World Spirits Competition)
2018 Allocation: 2,000 cases (6-in) beginning March, 2018
50% ABV / 100 Proof
Suggested Retail Price: $59.99/bottle

19. (OND Variety Pack Focus)
Rebel Yell : 2018 Programs
YEAR ROUND
Rebel Yell Iconic
‘Let Your Spirit Be Heard’
Tri1
Display Heavy-Up
Tri2
Summer Sampling
Tri3
Holiday
How are we going to market during time period
Band of Rebels: Music
(Off-Premise Focus)
Band of Rebels: Music
(On-Premise Focus)
Band of Rebels: Music
(OND Variety Pack Focus)

20. Rebel Yell has a new program to help gain On-Premise distribution and drive trial

21. Rebel Yell vinyl nights … perfect for On-Premise sampling!
What Is It?
Rebel Yell Vinyl Nights… vinyl music themed sampling nights
What Are The Program Objectives?
Leverage Rebel Yell’s new music themed program to expand points of distribution in the On-Premise.
What brands are the focus?
Drink features for Rebel Yell Original and Small Batch Rye 750mL and 1L
What POS is available?
Turn-key On-Premise sampling kits including turntable, records, glassware, coasters, table tents, posters, shaker, rail mats
When Will It Run?
Trimester 2: May through August, 2018

22. A turn-key vinyl night On-Premise sampling kit will be available to order in Tri 2 and will include…
Turntable & Records
Point of Sale Materials
On-Premise Premiums & Glassware

23. How to activate and sample with Rebel Yell Vinyl Nights!
Order the Rebel Yell Vinyl Night sampling kit in Tri 2
Work with your distributors to build distribution in the right accounts
Feature Rebel Yell cocktail recipes and menu placements
*FPO*

24. Rebel Yell Bootleg Sessions

25. Rebel Yell will be activating and sampling at key outdoor music festivals throughout the summer
What Is It?
Rebel Yell Bootleg Sessions… combination of outdoor music festival sampling and intimate small venue live concerts
What Are The Program Objectives?
Leverage Rebel Yell’s new music themed program to expand points of distribution in the On-Premise, grow brand awareness and drive trial.
What brands are the focus?
Drink features for Rebel Yell Original and Small Batch Rye 750mL and 1L
What POS is available?
25 x 25 large footprint sampling bar
When and Where Will It Run?
Trimester 2: May through August, 2018
1 activation in each Business Unit (final schedule TBD)
Final festivals for Rebel Yell event sampling still to be determined. Images above for presentation only.

26. At each festival Rebel Yell’s 25 x 25 portable bar will be turned into a music listening lounge

27. Prior to each festival, Rebel Yell will host a private, invite only live concert at a local On-Premise key account
Final accounts for Rebel Yell Bootleg Sessions still to be determined. Images above for presentation only.

28. Content captured at Bootleg Sessions and music festivals will be posted on Rebel Yell’s social media pages

29. Band of Rebels: Make It Heard Tri 2 available POS
Turn-Key On Premise Sampling Kit
Bar Enhancers
Table Tents & Coasters

30. (OND Variety Pack Focus)
Rebel Yell : 2018 Programs
YEAR ROUND
Rebel Yell Iconic
‘Let Your Spirit Be Heard’
Tri1
Display Heavy-Up
Tri2
Summer Sampling
Tri3
Holiday
How are we going to market during time period
Band of Rebels: Music
(Off-Premise Focus)
Band of Rebels: Music
(On-Premise Focus)
Band of Rebels: Music
(OND Variety Pack Focus)

31. Rebel Yell’s 375mL variety pack will be available for the holidays
What Is It?
Rebel Yell variety pack… limited time 375mL variety pack featuring Rebel Yell Original, Ginger and Root Beer. Special call-out on packaging for free Rebel Yell ‘45 record
What Are The Program Objectives?
Expand points of distribution and generate trial in the Off-Premise during key OND retail selling season.
How many variety packs will be available?
4,000 cases (4 units per case)
What is the suggested price?
$22.99 to $24.99 per variety pack
When Will It Run?
Trimester 3: October through December, 2018
*FPO*

32. Additional holiday themed POS will be available to plus-up retail displays
Example of holiday themed display enhancers
Examples of holiday themed premiums

33. Rebel Yell 2018 Activation Iconic: Let Your Spirit Be Heard
Year Round: Social Media and Digital Media Support
Band of Rebels: Off-Premise
Band of Rebels: On-Premise
Band of Rebels: OND Holiday
Launch new iconic POS
Retail Focus with Music thematic
B.Y.O.V sampling promotion
RY Variety pack
Music Festival Activation & Brand Ambassador Events
*FPO*

34. Rebel Yell Takeaways Three Keys To Winning In 2018
Focus on the right POD’s … Build distribution with KSBW Original and Small Batch Rye in the On-Premise. SAMPLE AND MAKE IT FUN with Rebel Yell vinyl night promotions!
Focus on the right SIZE… Go BIG AT RETAIL with leveraging displays and POS around the 750mL.
Focus on the right PRICE… Move Rebel Yell into the Premium segment and position the brand for long-term growth. HIGHER MARGIN!