1. 2018 Brand Plan

2. Ezra Brook’s brand position reinforces 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.

3. Ezra Brooks is positioned to stand out vs. key competitors
Honest Packaging…
Natural cork and matte capsule closure vs. screw on cap
Honest Proof…
90 Proof vs. 80 and 86 proof
Honest Flavor…
Rye mash bill for spicier flavor and charcoal filtered for smooth, mellow finish

4. Previous best trend: +9%
Updated packaging has jump started the current sales trend for Ezra Brooks
Previous best trend: +9%
+21% R12 increase vs. LY
Source: DIVER YTD Shipments 2012, 2013, 2014, 2015, 2016 and R12 thru August 2017

5. In 2018 Ezra Brooks will continue to focus on Distribution, Awareness and Trial
OBJECTIVE(S)
KEY STRATEGIES
Drive retail execution (Off-Premise focus) with focus on all sizes except the 1.75L
Launch new innovation for OND
1. Expand POINTS OF DISTRIBUTION
Build brand awareness through media support and experiential programs
2. Build BRAND AWARENESS and ENGAGEMENT
Reinforce higher proof product benefits through experiential sampling program
3. Generate TRIAL

6. Ezra Brooks: 2018 Programs YEAR ROUND Ezra Brooks Iconic
‘Honest To Goodness’
Tri1
Ask Ezra Anything
Tri2
Honest 90 Proof
Tri3
Honestly Handcrafted
How are we going to market during time period
Social Media
(Off-Premise Focus)
Summer Sampling
(Bourbon Festivals Focus)
Holiday
(Off-Premise Display Focus)

7. Iconic creative will be updated to reinforce ‘Honest’ messaging and highlight product benefits

8. Year round premiums available on shopluxco.com
*FPO*

9. New marketing programs designed to be integrated across all brand platforms
Social Media
Retail Support
Experiential
Innovation
Media Support
Distillery
Education

10. Ezra Brooks: 2018 Programs YEAR ROUND Ezra Brooks Iconic
‘Honest To Goodness’
Tri1
Ask Ezra Anything
Tri2
Honest 90 Proof
Tri3
Honestly Handcrafted
How are we going to market during time period
Social Media
(Off-Premise Focus)
Summer Sampling
(Bourbon Festivals Focus)
Holiday
(Off-Premise Display Focus)

11. Currently Ezra Brooks has little brand awareness and very low engagement
1.1K Fans
188 followers
Where are now VS how we get to where we want to be
Any and all growth is organic – there is no paid support or media buys
There is no consistent voice or posting schedule across platforms

12. In order to build brand awareness & engagement the brand will have comprehensive media support
Social Support
New social campaign to engage with fans
Consistent imagery and tone
Regular posting schedule
Paid boosting
Key influencer partnerships
Additional Support
Paid & earned media
PR support connecting the brand to Lux Row Distillers
Struggling with this one….the paid/earned media is not

13. Leverage new ‘Ask Ezra Anything’ themed POS to expand distribution at retail
POS will drive consumers to social media to engage with the brand online
Need an updated PNG for the display

14. Ezra Brooks: 2018 Programs YEAR ROUND Ezra Brooks Iconic
‘Honest To Goodness’
Tri1
Ask Ezra Anything
Tri2
Honest 90 Proof
Tri3
Honestly Handcrafted
How are we going to market during time period
Social Media
(Off-Premise Focus)
Summer Sampling
(Bourbon Festivals Focus)
Holiday
(Off-Premise Display Focus)

15. “Higher-proof liquors are more flexible than their lower-alcohol kin.”
Higher proof spirits provide benefit to crafting more robust, flavorful cocktails…
“Whenever a high-proof spirit hits your tongue, it doesn’t rest there; it spreads out…When you breathe it in, the vapor of the alcohol carries more aromas and flavor profiles through your mouth…”
“Higher-proof liquors are more flexible than their lower-alcohol kin.”
(Eamon Rockey, GM of Betony, NYC)

16. 3 Dashes Aromatic Bitters
Ezra Brooks cocktail recipes will be stylish and refined, yet classic and simple
Gentleman’s Fashion
2 oz. Ezra Brooks KSBW
One Sugar Cube
3 Dashes Aromatic Bitters
Orange Peel
Honest To Goodness.
I may be old fashioned, but I never put a cherry in one. – Ezra

17. 2 oz. Ezra Brooks Straight Rye Whiskey
New York Sour
2 oz. Ezra Brooks Straight Rye Whiskey
¾ oz. Simple Syrup
1 oz. Fresh Lemon Juice
1 oz. Malbec
Honest To Goodness.
** need a quote from Ezra
You can make one. Just don’t be one. – Ezra

18. Ezra Brooks will sample at bourbon festivals throughout the summer to drive trial
Goal: Sample at 2 events per business unit in key markets:
Houston
San Diego
Tampa
Nashville
Pittsburgh
Richmond
Reinforce Product Benefit: Higher proof for maximum flavor in classic cocktails
*Note: Events & markets not yet finalized, subject to change

19. Brand Ambassador team will lead ‘Lunch & Learn’ series for the USBG, aligning with key markets
Reinforce product benefit:
Mixologist training on benefit of higher proof cocktails
Classic cocktail drink features
Reinforce brand positioning:
Executed with style to appeal to the modern gentleman
Incorporate lifestyle aspects (hand rolled cigars, grooming stations)

20. POS will highlight the product benefit: ‘Honest 90 Proof’
Materials to execute samplings
in your own market will be available
*FPO
Should we add a few more on-premise elements – i.e. a shaker or a strainer, something to aid in making of cocktails?

21. Ezra Brooks: 2018 Programs YEAR ROUND Ezra Brooks Iconic
‘Honest To Goodness’
Tri1
Ask Ezra Anything
Tri2
Honest 90 Proof
Tri3
Honestly Handcrafted
How are we going to market during time period
Social Media
(Off-Premise Focus)
Summer Sampling
(Bourbon Festivals Focus)
Holiday
(Off-Premise Display Focus)

22. Today’s modern gentleman seeks brands and products that are more than a good bargain…
Need to determine what we put here. Find an image on shutter stock that is of men dressed nicely, drinking together?
The image up there now is image 2 in the extras only

23. **CHANGE TO TELL A STORY Tri 3: Honestly Handcrafted
“They place a premium on authenticity – from the products they buy to their interactions with brands.…”

24. **CHANGE TO TELL A STORY Tri 3: Honestly Handcrafted
“They value goods that are handmade and locally produced.…”

25. **CHANGE TO TELL A STORY Tri 3: Honestly Handcrafted
“They want to feel like they have a personal, direct interaction with the brand – and in return, they’ll advocate and endorse that brand.…”
Nielsen report from 2014

26. *BU breakout based on volume percentage
Ezra Brooks 90 Proof Gift Pack will be available to plus up holiday displays
Details:
Gift pack includes:
Ezra Brooks Kentucky Straight Bourbon Whiskey (750mL)
Custom flask with the EB monogram
Suggested Retail Price:
Line priced w/Ezra Brooks 90 Proof Black Label 750mL
Need estimated costs
*BU breakout based on volume percentage

27. *BU breakout based on volume percentage
Ezra and Lux Row elements work together to create impactful displays – highlighting Kentucky
Need estimated costs
*BU breakout based on volume percentage

28. Ezra Brooks 2018 Activation
Iconic: Honest to Goodness
Year Round: Social Media, Digital Media and Ibotta Support
Ask Ezra Anything
Honest 90 Proof
Honestly Handcrafted
Social Media Focus – building awareness and support
Retail Focus with Lux Row Distillers Displays
Bourbon Samplings/Lifestyle Events with Brand Ambassadors
Co-Branded 90 Proof POS
Opportunities to win stylish items via social media engagement
Holiday VAP Gift Pack
*FPO*

29. Ezra Brook’s 2018 Key Takeaways
Focus on the RIGHT DISTRIBUTION … build Off-Premise distribution and increase PODs. HIGHER VOLUME!
Focus on the RIGHT SIZE MIX … Leverage displays and POS around 750mL, 375mL and 200mL. HIGHER MARGIN!
Focus on GENERATING TRIAL … sample and educate on ‘reasons to believe’. HIGHER PROOF!