| Spirits | Wines | |||
| General Info | Our Brands | General Info | Our Brands | |
Bonterra
- Bonterra is an award-winning and super-premium leader through its proposition that “organically grown grapes make better wines.”
- Bonterra uses certified organically grown grapes with minimal sulfites and free of chemicals to craft superb wines that are the purest expression of the land and terroir.
- “Self-Enhancers” - self-styled individuals looking for the best in life
- Adult wine drinkers, 29-55
- 63% female skew
- HHI $75+
- Elite & Affluent both Urban and suburban
- College Educated
- Cabernet Sauvignon
- Chardonnay
- Muscat
- Roussanne
- Viognier
- Sauvignon Blanc
- Merlot
- Syrah
- Riesling
- Rose
Bonterra means “good earth” and is intended to capture the passion and belief that “organically grown grapes make better wines” and is the purest expression of the land and fruit.
Fetzer
- Fetzer is about renewal – the wine experience, the great taste, the consumer and the earth.
- Fetzer has been awarded Winery of the Year nine times by Wine & Spirits Magazine.
- Healthier vines and our more natural wine making process make better quality, better tasting wines.
- Female 57%, Male 43%
- Ages 35-54
- Average HHI $79K
- Married with college degree
- Eye towards the environment
- Actively enjoy the outdoors
- Willing to spend on quality products
- Social, enjoy entertaining
- Expresses individuality/creativity
- Chardonnay
- Gewurztraminer
- Riesling
- Pinot Grigio
- Sauvignon Blanc
- Cabernet Sauvignon
- White Zinfandel
- Shiraz
- Zinfandel
- Pinot Noir
- Merlot
Fetzer is a leader in the California wine industry producing award-winning wines with respect for the environment. Taste the difference.
Five Rivers
- Five Rivers is located in Paso Robles, California, in the heart of the Central Coast.
- High-quality, award-winning, competitively-priced wines from the Central Coast with appellation specific varietals.
- The mystical goddess of the Central Coast presides over Five Rivers wines providing inspiration and wisdom.
- Average HH income of $75K-$100K
- Ages 25-44
- Single/married with college degree
- Female: 70% Male: 30%
- Affluent urban/ suburban
- Confident, influencer
- Style conscious, trend setter
- Socially active and intellectually engaged
- Enjoys entertaining friends and family
- Merlot
- Grigio
- Chardonnay
- Pinot Noir
- Cabernet
Five Rivers is hand-crafted to showcase the bright fruit flavors and varietal characteristics of the Central Coast.
Jekel
- Jekel Vineyards is a leading pioneer and winegrower in Monterey County.
- The cool coastal growing region of Monterey results in better flavor development and concentration in wine – particularly with cool climate varietals such as Riesling and Chardonnay.
- Jekel arguably produces one of America’s Top Rieslings.
- “Accomplished individuals with an adventuresome attitude toward life.”
- “Affluent and Progressive”
- 8.2 M Adult wine drinkers aged 35-54
- 60% female skew
- HHI $70K
- Married/College Educated
- Knowledgeable of CA and European Wines
- “Epicurean” – enjoy discovery of food/cooking
- Frequently dine out and entertain
- Cabernet Sauvignon
- Chardonnay
- Merlot
- Riesling
- Pinot Noir
- Gewurztraminer
Over 30 years in Monterey and the Central Coast, Jekel produces deliciously balanced and fruit-forward wines, such as Riesling, Chardonnay, and Pinot Noir.
Korbel
- Made in the traditional Methode Champenoise method for over 125 years.
- #1 selling Premium Domestic Sparkling wine in the U.S.
- #1 Dollar share in the U.S.
- #1 Case share in the U.S.
- People who enjoy champagne and who are socially active
- Adults ages 25-54
- Frequent purchasers of Korbel, Chandon, Piper Sonoma, Freixenet and even Moet
- Brut
- Extra Dry
- Natural
- Brut Rose
- Chardonnay Champagne
- Blanc de Noir
- Organic Brut
- Riesling
Korbel has been America’s Champagne since 1882. Made in the traditional Methode Champenoise method for over 125 years.
Little Black Dress
- The wine that goes great with any “dressed up” or “dressed down” occasion.
- A classic and timeless mainstay in your wine wardrobe.
- An exciting wine that has enormous brand equity and emotional meaning with women.
- Elegant bottle design using ACL (applied color label) instead of traditional paper labeling.
- The independent career woman ages 25-44 – or roughly 7 million women wine drinkers.
- 34 million women 21-64 drink wine
- Target is likely to live in the top 10 metropolitan cities.
- Pinot Grigio
- Chardonnay
- Merlot
- Pinot Noir
- Cabernet Sauvignon
- Sauvignon Blanc
This wine, because of its namesake and the quality of the wine, can be a go-to choice for women of all ages. It’s easily recognizable, instantly familiar, and offers female friendly varietals at an affordable price.
Sanctuary
- Sanctuary wines are handcrafted in limited production from highly acclaimed vineyards.
- Sanctuary Pinot Noir is from the highly acclaimed Bien Nacido vineyard in Santa Maria Valley, California. It received a rating of “90” in the Wine Enthusiast for its 2006 vintage.
- Sanctuary Cabernet Sauvignon is from the Usibelli vineyard in Napa Valley, California. It received a rating of “90” from the Wine Enthusiast for its 2005 vintage
- Sanctuary Mariah Zinfandel received a 91 from the National Retail Wine Panel, Beverage Dynamics Magazine
- 55% Male/45% Female
- Household Income $80K+
- College and post-graduate
- Enjoy dining out/cooking for friends
- Sophisticated consumers of art
- Travel frequently
- Cabernet Sauvignon
- Pinot Noir
Sanctuary celebrates that mystical connection between the grapes, the place, and the winemaker.
Sonoma-Cutrer
- Sonoma-Cutrer is America’s Grand Cru – focused on traditional Burgundian winegrowing and only Burgundian varietals.
- Founded as a vineyard company in 1973. Broke ground for a new winery in 1981, and decided at that time to focus on one wine: Chardonnay – produced exclusively from Sonoma-Cutrer’s own vineyards.
- A unique assimilation of traditional Burgundian winemaking methods and American state-of-the-art technological innovation.
- Sonoma-Cutrer is the #1 Chardonnay featured in America’s top restaurants – 15th time in 27 years (Wine & Spirits Magazine annual poll).
- Market focus and execution are keys to maintaining the quality and breadth of Sonoma-Cutrer distribution.
- Female 45%, Male 55%
- HHI $100k+
- College/post grad degree/professional
- Enjoy dining out/cooking for friends/family
- Sophisticated consumers of art, fine foods
- Participate in golf, tennis, sailing
- Russian River Ranches
- Sonoma Coast
- Les Pierres
- The Cutrer
- Pinot Noir
Sonoma-Cutrer Chardonnays are grown and crafted with a unique “Grand Cru” philosophy that marries the refined traditions of Burgundy (terroir) and the richness and complexity of California. Stylistically, the Sonoma-Cutrer wines are more refined and focus on crafting wines that best express the flavors and character of the vineyards from which they come.
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
