1 2 GDL Imports- Team Eduardo Mackenzie Eduardo Tim President - - PowerPoint PPT Presentation

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GDL Imports- Team

Mackenzie COO / Founder Eduardo President / Founder Tim Chairman

Tim Shults, A lifelong entrepreneur, Tim successfully grew a single point Chevrolet dealership into a 16 franchise Auto Group, located in six different cities across New York and Pennsylvania. He has expanded the in-house customer loyalty program into a national product offering combined with proprietary software integration and management system, while also starting and making profitable the Greater Erie Auto Auction. Eduardo Gomez, Born in Guadalajara, Mexico, Eduardo brings nearly a decade of experience in the restaurant and bar industry. Prior to founding GDL Imports, Eduardo worked helping to introduce new brands into the US market. Eduardo's educational background is in Marketing. Mackenzie Shults, With a background in Organizational Development & Behavior, Mackenzie previously worked as Director of Operations for a small, global educational consulting firm. Working with both Fortune 50 and start-ups, Mackenzie has a dual perspective of working with and

• perating from both large and small companies.

Eduardo Orozco, Spending the past five years researching and developing on behalf of Trianon Tequila in Mexico, Eduardo drives the creative process developing the brand. With experience launching several other brands in various industries and across several countries, Eduardo manages the operations and supply chain in Guadalajara, Mexico.

Eduardo Brand Creator

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Paul Sales Mark Marketing Ken Finance

GDL Imports- Team

Paul Beggan, Former Bacardi Canada CEO, spent 28 years in numerous key roles in the global Bacardi

• rganization, specifically on U.S. distribution and sales.

Ken Sutter, Former CFO of Bacardi USA, has been an executive for over 31 years in a variety of senior financial roles helping to spearhead growth initiatives and acquisitions of the $6 billion global spirits company. Mark Dean, Senior marketing executive, has held numerous international and domestic brand management and innovation roles over a 25 year career working on such global brands as Pepsi, Wrigley, Baileys, Malibu, and Bacardi rum.

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The Tequila Market is Red Hot!

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U.S. Tequila Category Overview

• Size: 12.3 million 9L cases, +2.9% vs. 2011
• U.S. is the #1 market by volume
• Second-fastest growing spirit category
• +72% over last 10 years (5.5% CAGR since 2002)
• The margarita is the #1 cocktail in the U.S.
• Explosive growth for super-premium segment
• +9.1% vs. 2011 and +430% over past 10 years

Source: DISCUS.org, Adam’s Handbook 2012

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Small Batch Craftsmanship is a Big Trend

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Market Trend

Small Batch Craftsmanship

• Increased demand for alternatives

to mass-produced brands

• More support for smaller

businesses that put an emphasis

• n quality
• True craftsmanship that stays true

to its origin is more appreciated

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Market Trend

Where these trends meet lies Trianon Tequila

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A Passion for Quality

• Our goal is NOT to be the best selling

tequila in the world

• We aspire to be the best tasting

tequila in the world

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Keeping it True

The Brand Pillars

• True to the Heart
• True Small Batch Distilling
• True Blue Agave Taste

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True to the Heart

Amatitán, Jalisco, Mexico- Where the first drop of tequila was made in the 16th Century

The El Tecuane Distillery in Amatitán was built in the early 1700’s and is thought to be the oldest tequila distillery in the world

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True to the Heart

Amatitán lies at the foot of El Volcán de Tequila (Volcano of Tequila). The rich volcanic soil produces ideal growing conditions for the Blue Agave as they develop large, more luscious hearts for the true taste of tequila.

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True to the Heart

Trianon uses a naturally occurring strand of yeast, native to the area. Unlike

• ther major brands that utilize synthetic yeasts to speed up the fermentation

processes, Trianon allows the process to occur naturally in order to deliver the true taste of tequila.

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True Small Batch Distilling

• Trianon Maestro Tequileros

personally oversee and sample every batch ensuring the highest quality

• From harvest to distillation to our

hand-blown bottles, every aspect

• f our process is carefully crafted

by artisan hands

• We believe a truly great tequila

like Trianon cannot be rushed and cannot be mass-produced or duplicated

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True Blue Agave Taste

• Features the earthy sweetness of

Blue Weber Agave, not the stinging bite of alcohol

• Begins with the heart of the most

succulent agave plants on Earth

• Trianon presents the agave taste in

its purest form demanding the exclusive center, or “heart” of each small batch

• The unmatched smoothness

experienced when drinking Trianon comes from the proprietary filtration system that utilizes oxygenation prior to bottling each small batch

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Keeping it True

The Trianon Brand

Three expressions of tequila are meticulously sculpted by our Maestro Tequileros:

• Trianon Blanco
• Trianon Reposado
• Trianon Añejo

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Keeping it True

Trianon Blanco

Crystal clear and silky smooth

• Bottled immediately after the second

distillation

• Features a fresh blue agave taste and

scent

• Exceptional served neat, but also great

mixed with your favorite cocktails

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Keeping it True

Trianon Reposado

Mellow and rich, with subtle wood tones

• Mexican law requires reposado to be aged

for at least two months

• Trianon Reposado is aged for a full six

months

• Rested in 70% White American Oak and

30% French Oak

• Uniquely produced for mixing and wonderful

by itself

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Keeping it True

Trianon Añejo

Remarkably full and balanced

• Añejos must be aged for at least
• ne year
• Trianon Añejo is aged for a year

and a half

• Has deeper, richer wood notes from

the aging in 70% White American Oak and 30% French Oak barrels

• A taste so luscious, it is best

enjoyed in a snifter

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• The Triple Bottle: Earned the S.I.P.

Awards’ Best of Class—Platinum Medal for package design

• 375ml Triple Bottle is an industry first
• Outstanding shelf presence
• The perfect gift with 100% agave bag
• Very profitable

Keeping it True

The Triple Bottle: Best in Class

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The True Taste is an Award Winning Taste

The SIP Awards International-

Judged by consumers, not industry professionals

• Trianon Blanco- Gold
• Trianon Reposado- Gold
• Trianon Añejo- Platinum
• Triple Bottle- Platinum

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Trianon Cocktail and Drinks Strategy

• Trianon Blanco:
• Traditional Margarita
• Pamarita
• Cosmorita
• Charra Negro (a.k.a. Batanga)
• Trianon Reposado:
• Paloma
• Dark Orange Margarita
• Piñarita
• Trianon Añejo:
• Neat
• White Mexican Russian
• Twisted Lemon & Lime

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• Depletion Volume Goal: 1% share of super-premium

tequila segment

• Super-Premium Segment = ~ 24% of Total Tequila market
• Size Mix: 70% 750ml and 30% 375ml TriPack
• Expression Mix: 45-55% 750ml Blanco, 25-30% Reposado,

20-25% Añejo

• Pricing Strategy: $1.00 below Patron’s everyday price

for each expression

• Blanco
• Reposado
• Añejo

Business Objectives

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• Drive consumer trial and recruit 25-40 year old

super-premium spirit consumers who especially enjoy cocktails (50/50 M&F)

• Seed, establish and grow base volume in targeted
• ff-premise and key ‘Lighthouse’ on-premise

accounts—with primary emphasis in the on-premise (for recruitment efforts)

• Build brand image of Trianon as a super-premium

tequila

Brand Objectives

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Marketing Plan

This will give Trianon a unique look & feel that speaks to the handcrafted, authentic nature of Trianon Tequila

The materials will feature an original work of art created by Emilio Garcia Salazar—renowned artist and Mexican native

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Starting with a unique interactive concept that allows the consumer to prove to themselves that Trianon is the:

True Taste of Tequila

Marketing Plan

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Introducing The Trianon Rub: The True Test of Tequila

Marketing Plan

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• The Trianon Rub Street Teams

Will engage and recruit consumers by educating them on the true taste of tequila

• Sampling Events

Select on & off-premise events to drive consumer recruitment and trial

• Event Sponsorships

Will encourage trial amongst influencers and build key trade partnerships

The Trianon Rub Program

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• Brand Education

Will establish relationships with bartenders, mixologists and wait staff to secure drink menu listings

• Dedicated GDL Imports Sales Reps

“Feet on the Street” to support distributor sales efforts and build trade relationships

• Local Promotional Budget

GDL $ support on a per case with agreed upon funds with distributor

The Trianon Rub Program

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The Trianon Rub Program

On-Premise POS

Tri-Fold Sampling Card (Inside) Tri-Fold Sampling Card (Outside) 375 ml Spray Bottle Truth or Dare Bar Coasters Trade-Up Token Pop-Up Banners

Not Shown: Cups and Napkins 31

The Trianon Rub Program

Off-Premise POS

Shelf Talker Tri-Fold Bottle Necker (Outside) Tri-Fold Bottle Necker (Inside) Necker on Bottle

Not Shown: Sell Sheet, Poster, Rack Display

Shelf Talkers

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• Advertising will create brand awareness,

build brand image and brand advocacy with key tequila influencers

The Trianon Rub Program

Print/Online/Social Media

www.tequilatrianon.com

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The Trianon Rub Program

Off-premise Events On-premise Events Online In-store POS Local Print On Packaging Awareness Drivers: Consumers can find out about the program via multiple touch points: at retail,

• n-premise, and online

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The True Taste Offers You TRUE OPPORTUNITY

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• Tequila is hot—the category is outperforming the distilled

spirits industry

• Small batch craftsmanship is a growing trend
• True 100% blue agave tequila
• Award winning taste and package design
• Strong demographics continue premiumization (trading

up) and expansion of tequila cocktails

• Differentiated and relevant consumer USP
• Executive team with extensive industry experience

True Opportunity

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FOB Laredo Pricing:

• Blanco (6 x 750ml): $145.86
• Reposado (6 x 750ml): $160.30
• Añejo (6 x 750ml): $185.57
• 375ml TriPack: (6 x 3 375ml): $271.88

Brokerage Information:

TCS Brokerage Port of Laredo 14207 Atlanta Drive Laredo, Texas 78045 Tele: (956) 544-4575

Let’s Get Started:

Pricing and Order Pick-Up Info

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Technical Specs: 750ml

• Case Pack = 6 x 750ml bottles
• 40% ABV (80 Proof)
• Case Weight = 8 kg/17.6 lbs.
• Cases per Layer = 24
• Cases per Pallet = 96
• 750ml bottles per Pallet = 576
• Case Dimensions = 24cm L x 34cm H x 16cm W
• Pallet weight = 768kg/1,690 lbs.

750ml Blanco 750ml Reposado 750ml Añejo

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Technical Specs: 375ml

• Volume size of 1 x 375ml Tri-Pack = 1.125 Litres
• Case Pack = 6 x 3 Tri-Packs of 375ml bottles
• 40% ABV (80 Proof)
• Case Weight = 13.2 kg/29 lbs.
• Cases Per Layer = 15
• Cases per Pallet = 60
• 375ml Tri-Packs per Pallet = 360
• Case Dimensions =12” L x 18” H x 14” W
• Pallet weight: 792 kg/1,742 lbs.

375ml Tri-Pack

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Presented by:

GDL Imports, LLC Eduardo Gomez, President 100 Cherokee Blvd. Suite 2006 Chattanooga, TN 37405 423-664-2023 egomez@gdlimports.com Tequilatrianon.com

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