1. Lux Row Distillers
2018 Brand Plan

2. Lux Row Distillers is a new brand and needs it’s own individual marketing support
Packaging
Retail Support
CRM
Media Support

3. Example of Blood Oath Pact 4 Back Label Integration
Beginning Spring of 2018 Lux Row Distillers branding will begin integration to packaging
Example of Blood Oath Pact 4 Back Label Integration

4. Packaging Integration Timing:
On-Pack Lux Row Distillers integration will include back labels and shippers
Example of Ezra Brooks Back Label and Shipper Creative
Packaging Integration Timing:
Blood Oath Pact 4: April ’18
Ezra Brooks: Summer ’18
David Nicholson: Summer ’18
Rebel Yell: Summer ‘18

5. Lux Row Distillers branding will be incorporated into retail POS
Authenticity:
Connects Luxco bourbons to new Kentucky home
Highlights key point of differentiation for our distillery …. Family Owned & Operated
Provides consistent look & feel across all brands

6. Tri 2 Lux Row Distillers Retail POS
Various display pieces will be available starting Tri 2 to plus-up any whiskey retail activation
Tri 2 Lux Row Distillers Retail POS

7. Lux Row Distillers retail activation pieces can be used to plus-up any bourbon display

8. Lux Row Distillers On-Premise POS:
Lux Row Distillers On-Premise pieces are currently available on ShopLuxco
Lux Row Distillers On-Premise POS:

9. Lux Row Distillers premiums are currently available on ShopLuxco

10. Family Owned & Operated Ambassador Tasting Kit
New Lux Row Distiller sell-in materials will be created to help tell the story of our new distillery & family of bourbons
Family Owned & Operated
Ambassador Tasting Kit
Made True

11. Lux Row Distillers website is being updated to build awareness, authenticity and engagement
We’re currently updating the
Lux Row Distillers website to better:
Tell our STORY – Highlight Luxco’s heritage and legacy, increasing affinity for Lux Row Distillers
Introduce our AWARD-WINNING PORTFOLIO – Build brand awareness and advocacy for our family of bourbons
Recruit for our TOURS – Establish Lux Row Distillers as a must-see destination on the Kentucky Bourbon Trail and drive tour visits
New site scheduled to launch March, 2018

12. Rebel Yell Lux Row Distillers Ezra Brooks
Media strategies will be used to grow awareness & build engagement for each brand, as well as Lux Row Distillers
Rebel Yell
Lux Row Distillers
Ezra Brooks