| Spirits | Wines | |||
| General Info | Our Brands | General Info | Our Brands | |
Antiguo
- Tequila Antiguo is the lighter, more contemporary product from casa Herradura’s family of high quality tequilas.
- Antiguo was originally developed in 1924 and served exclusively at Hacienda San Jose del Refugio. It was never sold to the public.
- In 1995, to commemorate Cases Herradura’s 125 years, Casa Herradura launched the brand, true to the original formula that was kept a secret for almost a century.
- Antiguo is positioned as the lighter side of the Herradura Tequila. It is lighter in taste and color. Antiguo’s smooth and mellow taste makes it a remarkable mixer for stylish tequila cocktails, or to be enjoyed neat.
- Expressions: Blanco, Reposado, Anejo
- Specifications: 750 ml, 80 proof, 12 bottle case
- Pricing: Priced between Herradura and el Jimador
- Competitive Set: $25 - $30 tequila segment including Cazadores, Corallejo, 1800, and Sauza Hornitos
Canadian Mist
- Canadian Mist is triple-distilled at Canadian Mist Distillers, LTD in Collingwood, Ontario.
- Only natural ingredients and pure water from Canada’s Georgian Bay, one of the world’s cleanest and freshest water sources, are used in its production.
- Aged in mellowed, charred oak barrels.
- Canadian Mist has unique, premium packaging, including the 1.75 liter PET EasyPour package.
- Canadian Mist is the brand of choice for light-tasting whisky that delivers the flavor and versatility just right for today’s light, casual drinks.
Cocktail drinkers who want a smooth whisky taste which doesn’t dominate their drink, but contributes to its taste profile.
Retention Target: Current loyal Canadian Mist consumers. Primarily men 40+, but also includes women who make up 37% of the brand franchise.
Attraction Target: Men and women in their 30s as they transition into the Canadian whisky category as part of their more casual lifestyle.
Chambord
- Chambord is inspired by a unique raspberry liqueur produced in the Loire Valley of France during the late 17th Century.
- The liqueur was said to have been introduced to King Louis XIV during one of his visits to the Chateau de Chambord during his reign.
- Chambord is crafted from the world’s finest raspberries and blackberries, authentic Madagascar vanilla, Moroccan citrus peel, honey, and cognac to create a delicious all-natural Black Raspberry liqueur.
- Chambord is crafted on the premises of a traditional Loire Valley Chateau south of Paris, using only the finest all-natural ingredients.
Who:
Women 25-34 years olds;
The Chambord target enjoys entertaining and appreciates quality and luxury
Where:
On-premise: fine dining, premium bars, Full-service lodging, luxury lodging, and resorts
Off-premise: in-home entertaining and cooking
When:
Ranges from high energy cocktail occasions to reflective after-dinner drinks
Chambord Vodka
- Natural black raspberry meets vodka.
- Chambord Flavored Vodka is the first extension of the powerful Chambord trademark. It is unique because it is premium French vodka with a Chambord flavor infusion, offering the taste of black raspberry, vanilla and hibiscus.
- Based on consumer testing, Chambord Flavored Vodka will be targeted to expand the Chambord trademark and capture more females and more AACM usage. Target will be 60/40 (female/male) with strong secondary target to trend-setting African American consumers. Consumer target is 25-39.
- Complementing the launch of Chambord Flavored Vodka will be national consumer and trade advertising to build drive awareness.
Early Times
- Brand established in 1860.
- Early Times is gently cycled through barrel char layers up to eight times a year, creating smooth, easy-to-drink whisky.
- Mellow taste is versatile enough to drink straight or mixed.
- Good value within the whisky category.
- It’s available in a variety of sizes, including the 1.75 liter PET bottle.
- The brand has a distinctive packaging design.
- Early Times has a strong consumer franchise.
- It has a strong marketing and advertising support.
- Early Times is a whisky of high quality and consistency.
“Small town” workin’ men age 30+
Whisky drinkers
High school / Trade school education
Middle income
Focus areas:
A) Large profitable markets in the Southeast and Midwest
B) Working class areas of larger metro markets in the US
C) Small town and rural counties throughout the US
el Jimador
- #1 tequila in Mexico
- Widely recognized & accepted among Mexicans
- Produced in Amatitán, Jalisco, in the heart of Mexico's tequila region
- Jimador icon (Jimador is that who harvests the agave)
- Has received numerous industry awards
- All natural (no flavor or color added)
- Estate Bottled
- Highest quality ingredients and unique and traditional production process
- Gold medal at 2006 San Francisco World Spirits competition
Primary:
- LDA-35
- Male (Masculine & Confident)
- Hard working
- Unacculturated Mexican
- Celebrates new life & opportunities in US
- Feels nostalgia for Mexico
- Maintains strong social & cultural connections to Mexico through language, values, customs, and social networks
Finlandia
- Established in 1888.
- Produced in Finland and sold in over 90 countries.
- Outstanding quality due to exclusive use of select six-row barley grown under the Midnight Sun, and naturally filtered pure glacial spring water.
- Continuous distillation through seven fifty-foot columns stills to ensure highest quality and clean, smooth taste.
- Available in 70-, 80-, and 100-proof (varies by market).
- Available in Classic, Cranberry, Grapefruit, Lime, Mango, and Wild Berries expressions.
Male/Female 50/50
25-39 Years Old
Self-assured
Real
Feeling of well-being
Committed to discovery and learning
Connected
Gentleman Jack
- Gentleman Jack Rare Tennessee Whiskey is a super-premium whiskey hand-crafted by the folks at the Jack Daniel Distillery.
- Gentleman Jack was the first new whiskey released from the Jack Daniel Distillery in over 100 years.
- Like Jack Daniel’s, Gentleman Jack is a single whiskey, not a combination of whiskies blended together.
- Gentleman Jack is the only whiskey to be charcoal-mellowed twice, before and after being aged in new, charred oak barrels (This “charcoal-mellowing” process is what distinguishes Tennessee Whiskey from bourbon).
- Appealing to drinkers of super-premium whiskies (i.e., bourbon, Canadian) and other premium-priced spirits.
- Bottled at 80-proof
Men 25 - 49
College Education
$55k + individual income
Participate in golf and work out to stay in shape
Image conscious
Index 3.5 times higher for travel, i.e., hotel and air vs. average male
Appreciate the essence of Jack Daniel’s Tennessee Whiskey
Herradura
- Established 1870; over 135 years of tequila making experience
- Among the top two ultra premium tequilas in Mexico
- Herradura has a strong heritage and legendary reputation among tequila connoisseurs
- Herradura introduced the first Reposado & Extra Añejo tequilas
- Produced in one of Mexico's most historic distilleries
- Produced in Amatitán, Jalisco, in the heart of Mexico's tequila region
- Horseshoe icon – Herradura means "horseshoe" in Spanish
- The only tequila approved by the FDA to claim All Natural tequila on its label
Primary:
- 27-45
- Male & female
- High household income (>$70,000)
- Drinks high-end tequila and other ultra-premium spirits
- Values authenticity
- Wants to experience the best
Secondary:
- Unacculturated Mexicans
- Similar to el Jimador, but desires status. Wants to demonstrate success in US, to show they’ve “made it.”
Jack Daniel's
- Jack Daniel’s is, by every measure, the only premium “bourbon-type” whiskey with major volume and broad global consumer appeal.
- Jack Daniel’s, established in 1866, is crafted at America’s oldest registered distillery, in the small town of Lynchburg, Tennessee.
- Jack Daniel’s is made using the finest natural ingredients and pure, iron-free spring water.
- Jack Daniel’s is a unique whiskey that is slowly charcoal-mellowed drop by drop and aged in new American oak barrels until it achieves its smooth character.
- Jack Daniel’s has a strong consumer franchise and is one of the fastest growing distilled spirits brands in the world.
- Jack Daniel's Tennessee Whiskey is the best selling whiskey in the world.
- Bottled at 80-proof.
Demographic:
Primary: Men 21 – 29
Secondary: Men 30 – 49
Secondary: Women 21 – 34
The Winning Mindset – Man amongst Men:
Confident and assured
Respectful of tradition but not bound
Genuine, real, unpretentious
Valued friend
Jack Daniel's Country Cocktails
- Jack Daniel’s Country Cocktails bring new consumers into and extends the reach of the overall Jack Daniel’s franchise.
- 56% of (last 30 day) Jack Daniel’s spirits drinkers also consume RTDs.
- 15% of female and 10% of male Jack Daniel’s consumers entered the franchise through Jack Daniel’s Country Cocktails.
- Jack Daniel’s Country Cocktails are convenient and easy to drink.
- 50/50 male/female drinkers
- Primary: 30-39 years old
- Secondary: 21-29 years old
- Inclusive of all ethnicities
- Socially active
- First to try new things
- Much more likely to buy brand names
Jack Daniel's Single Barrel
- Jack Daniel's Single Barrel Tennessee Whiskey is a fine handcrafted whiskey selected from a single barrel and bottled for a unique flavor character.
- Head Distiller Jimmy Bedford hand-selects each barrel of whiskey, picking only those which contain a particularly flavorful and aromatic whiskey.
- Each bottle is hand labeled on its neck with barrel number and bottling date.
- Jack Daniel's Single Barrel is the top selling single barrel whiskey in the U.S.
- Bottled at 94-proof, one barrel at a time.
- Available by the barrel through the Jack Daniel’s “Buy the Barrel” program.
Males, 28-54, college, $100+ individual income , white collar or business owners
Lives primarily in the upscale suburbs and country estates with a small % in elite
urban settings.
Most are married with 1-2 children and a smaller group having no children
Own at least one home and a small % own second homes.
Lifestyle
Appreciate brands that represent a high level of quality and willing to pay a premium
to obtain them.
Want to know more details about the brands that he purchases, it is not just a symbol
of luxury.
Genuine and friendly personality.
Travels a lot for pleasure and for business.
Enjoys the finer things in life, especially fine dining, wines and spirits.
Active lifestyle, hunting, fishing, golf, and tennis.
Interested in cars, especially vintage collectors.
New Mix
- “The RTD that’s the real deal”
- The first RTD made with high-quality el Jimador Tequila, Mexico’s #1 selling tequila
- Refreshing, tasty alternative to beer and malt based RTDs
- Comes in flavors people are already asking for
- A trend trio of three popular tequila cocktails: Margarita, Paloma and Spicy Mango
- The Margarita is the #1 selling cocktail in the U.S. across all account types
- The Paloma is Mexico’s #1 tequila cocktail
- Spicy Mango follows the recent “sweet heart” cocktail and food trend
- High anticipation in the U.S.
- el Jimador New Mix is the top selling RTD cocktail in Mexico with 4.5 million cases sold in 2008
- High brand awareness among Mexican-American consumer base since its introduction in 1997
- Strong overall purchase interest, including LDA general market consumers
- Ready-to-Drink made easy-to-move
- 5% ABV, 335ml (12oz) cans available in single serve and four packs
- Available in three perfect pours: Margarita, Spicy Mango and Paloma
Old Forester
- Old Forester has a long heritage as America’s first bottled bourbon, since 1870.
- Old Forester’s full body and robust flavor come from its production and aging process.
- It has a unique yeast strain and grain content that combine to produce mash of extraordinary complexity.
- It is available in 86-Proof and 100-Proof to satisfy different tastes.
- It has an upscale package.
- Old Forester is appealing to drinkers seeking a classic bourbon with a full, rich, smooth taste.
- Each September, Old Forester produces a vintage-dated Birthday Bourbon. Limited quantities of this bourbon are released on George Garvin Brown’s birthday to celebrate his innovative contributions to the bourbon industry. Each release will be of a unique vintage (year of distillation).
Bourbon drinking men 30+ years of age, college educated, middle to upper income.
Informed and inquisitive bourbon drinkers (particularly Beam and lower-priced bourbons)
seeking a more satisfying bourbon experience.
Pepe Lopez
- 100% produced in, and imported from Mexico.
- Double-distilled to ensure superior flavor.
- Preferred for its taste over the category leader in consumer taste tests.
- International award-winning Tequila 1998 – defeated Cuervo 1800, Porfidio and more.
- Awarded the Direccion General de Normas – the Mexican government’s seal of approval, quality and origin.
- Available in Oro (Gold) and Superior Silver (White) labels.
- Appealing to consumers who want a quality tequila at an attractive price.
- Bottled at 80-proof.
- Pepe Lopez Triple Sec is also available. It is bottled at 30-proof.
Males/Females LDA – 34
Anglos
High school graduates with some college.
All income levels
Active in “outdoors”: beach, pool, jogging, etc.
Southern Comfort
- Southern Comfort was created in 1874 by New Orleans bartender, M.W. Heron, as a smooth alternative to the harsh tasting whiskey of that time.
- Southern Comfort sells over 2 million cases in more than eighty countries.
- Due to its color, many people believe Southern Comfort is a whiskey, but it is technically classified as a liqueur.
- The unique taste of Southern Comfort can best be described as a distinct blend of whiskey, fruit, and spice flavors.
- Southern Comfort is one of the most versatile spirit brands available. It can be enjoyed straight, on the rocks, or mixed in your favorite cocktail. Some of the more popular drinks are: SoCo Lime, Alabama Slammer, Southern Hurricane, or SoCo with your favorite soft drink.
- The brand has a distinctive packaging design.
- Early Times has a strong consumer franchise.
- It has a strong marketing and advertising support.
- Early Times is a whisky of high quality and consistency.
SoCo’s target consumers are split 58/42 male/female. Our target skews younger than other spirits brands – core users are LDA-29. We seek groups of good friends who share a history together of great stories. They are outgoing and sociable and thrive on the dynamic of their group.
SoCo Lime
- Deliver relevance with consumers to drive trial
- Re-ignite the on-premise by engaging critical gatekeepers (bartenders)
- Leverage chiller machines
- Alcohol by volume is 27.5% (55 proof)
- Size is 750ml and 1L
- Suggested retail price is $16.99 for 750ml
Southern Comfort RTP
- “Your cocktails are ready”
- Distribution is 75% of Southern comforts distribution in A/AA accounts (two facing per flavors), 50% in B/C accounts (one facing per flavor)
- Target audience are current SC drinkers and RTP consumers, Skewing 25-44, female
- Competitive to Cuervo Golden, Bacardi Mojito, and Captain Morgan cocktails
- Discount schedule to match Southern Comfort
Tuaca
- A unique blend of ingredients from around the world married with Italian brandy from the Tuscany Region of Italy gives Tuaca a soft, rich vanilla character with highlights of citrus.
- The secret recipe and product heritage date back to the Italian Renaissance.
- Tastes great in a variety of signature drinks and is appealing as a chilled shooter.
- The “Bartender’s Brand.”
- Bottled at 70-proof.
- The Instigator who is independent minded, spontaneous, single, connected to many circles of friends, social, loyal, and in control.
- Where: On-premise, neighborhood/sports/ casual bars and night clubs
- When: High energy occasions
- Demographic - LDA-29 consumers, 50/50 Male/Female
Woodford Reserve
- Kentucky Straight Bourbon Whiskey.
- A product of The Woodford Reserve Distillery, established in 1812, Kentucky’s oldest and smallest working distillery.
- Produced in small batches according to a traditional recipe.
- Uniquely aged in Kentucky’s last 19th Century limestone block, maturation warehouses for an authentic, slow, and consistent maturation.
- Official Bourbon of the Kentucky Derby.
- Gold medal winner at the three most prestigious tasting competitions in the world:
- World Spirits Competition
- International Spirits Challenge
- International Wine & Spirit Competition
- Bottled at 90.4-proof.
“The Premium Man”
- College+ education, $65K+ income, skews urban.
- Well rounded, self-assured, values image, grounded in reality.
- People are attracted to him because he’s genuine and authentic
