BRAND PRESENTATION THE BLENDED SCOTCH WHISKY MARKET SCOTCH WHISKY, - PowerPoint PPT Presentation

BRAND PRESENTATION

THE BLENDED SCOTCH WHISKY MARKET

SCOTCH WHISKY, THE 1 ST WHISKY CATEGORY RANKING – WHISKY CATEGORIES WORLDWIDE WHISKY CAT. SCOTCH #1 #2 US LENDED WHI IES BLEN HISKIE Blended Scotch Whisky #1 of the category CANADIAN #3 B LE LENDED S COTCH CH W HI HISKY JAPANESE #4 Expected growth of 6% between 2019 & 2023 IRISH #5

SIR EDWARD ’ S – A WORLDWIDE BRAND 2 ND BLENDED SC. WHISKY GABON 5 TH BLENDED SC. WHISKY BURMA 5 TH BLENDED SC. WHISKY LATVIA 4 TH BLENDED SC. WHISKY SINGAPORE 3 RD BLENDED SC. WHISKY FRANCE

INTERNATIONAL RANKING Spread worldwide in more than 115 countries #13 18.7M 7.4M 4.6M 3.3M 3.2M 3M 3M 2.8M 2.7M 2.6M 2,5M 1,7M 1,6M Source: Impact March 2019, premium Scotch brands <12yo, in M 9L cases

A BRAND ESTABLISHED AND RECOGNIZED IN THE WORLD’S LEADING BLENDED SCOTCH WHISKY MARKET IN IN FR FRANCE* + 1 wi with th 11,8% % MS MS and the the GHEST GR GROWTH HI HIGH On 2L L form rmat* *Source : ON FRENCH B.S.W. OFF-TRADE MARKET IRI May 2019 MAT

BRAND PRESENTATION

VIDEO Trademark deposit « Edward’s & Co » #3 Blended Scotch In honour of Paul Sir Edward’s Whisky in France Bardinet’son : Edouard SMOKY Millionn nnaire Brand 1891 2011 2019 2016 1991 2014 2018 1857 Sold by retailers for the Foundation of Brand relift fting ng, Sir Edward’s first time as the brand Bardine net new brand attributes Aged 12 Years “ Sir Edward’s ” 3

WATE TER YEAST ST GRA RAINS INS WHISKY-MAKING PROCESS S INCE 1891, S IR E DWARD ’ S IS ELABORATED IN THE PUREST S COTTISH T RADITION SATISFYING ALL THE VERY STRICT CRITERIA ESTABLISHED BY THE S COTCH W HISKY A SSOCIATION WHICH ENSURES THE QUALITY AND THE TASTE OF ANY S COTCH W HISKY .

MASHING FERMENTATION DISTILLATION MATURATION BLENDING BOTTLING The dried malt and To convert the sugars The liquid is boilled The new spirit is then It’s now time for Next our twice in huge stills to matured in oak casks the art of blending. precious liquid is grains are milled to in the wort into separate the ‘New for at least three years. filled make a coarse flour alcohol, The skill of our Master which is then mixed we ferment the liquid Make Spirit’ whisky into traditional blender is key here. His American oak casks used expertise helps deliver a with hot water. This by reducing in its purest form from bottles perfect harmony of flavours makes ‘wort’, a sugary the temperature and the rest of the liquid. We separate the malt spirit into water. then add yeast tree « cuts » , only keeping the middle one

At our Single Malt distillery in Elgin, in the heart of Speyside, we’ve developed new methods to significantly reduce water and Our Single Malt Distillery energy consumption. Nothing is wasted - our by-products are used to create animal feed and electricity, and when we are finished with our casks we return them to the cooperage for recycling. Starlaw , in Bathgate, our ground-breaking grain distillery, is Scotland’s most modern and environmentally-aware grain distillery . It’s the first green-field grain distillery to be built in the country since 1964 with extensive We have total control over the entire production chain, energy-saving and water-conserving measures ensuring unrivalled quality and environmental awareness . Our Grain Distillery at the heart of all production.

DRINK STRATEGY HIGH GH BALL LL CLASSIC ASSIC with ginger ale neat with cola on the rocks

OUR MISSION

S IR E DWARD ’ S APPEALS TO EVERYONE LOOKING FOR AN UNPRETENCIOUS AND AFFORDABLE WHISKY . T HEY DON ’ T NEED TO BE CONNAISSEUR TO APPRECIATE IT AND THEY CAN ENJOY - IT THE WAY THEY WANT . F URTHERMORE ITS TRADITIONAL S COTTISH ARE COMFORTING

B ORN IN S COTLAND , MADE FOR EVERYONE A PPROCHABLE through its image A CCESSIBLE through its taste A FFORDABLE through its price

OUR RANGE

A full range of traditional Scotch Whiskies

Aged: 3 years minimum 40% Vol. TASTING NOTES Nose: Subtle and grainy Taste: Full bodied and slightly woody Finish: Round and warm, spicy with a fruity tone, well balanced « Sublimely smooth and refreshingly light, Sir Edward’s Finest is carefully matured to perfection to deliver a delicate aromatic bouquet with elegantly fruity notes. »

Aged: 3 years minimum 40% Vol. TASTING NOTES Nose: Sweet vanilla fruit followed by wafts of peat smoke Taste: The peat smoke really starts to come through. Layers of fruit are smothered sith a cloud of oak smoke. An intense flavour experience. Finish: The smoking embers die away but spiced summer fruits to the fore. Satisfyingly long. Peated notes add great depth to the spirit and intensify the flavour. Our blended Scotch Whisky releases a cloud of oak smoke and spiced fruit flavour

Aged: 12 years minimum 40% Vol. TASTING NOTES Nose: Woody with a touch of vanilla Taste: The first impression is grainy with hints of prune. Finish: The finish reveals hints of toast, toffee, candied sugar and is long ans subtle. The wood of the cask influences the flavour immensely, bringing intense aromas of vanilla and dried fruit. As the whisky matures for over a decade, the flavours deepen, giving great length and a stunningly smooth finish.

OUR COMMMUNICATION ASSETS

https://www.dropbox.com/home/BRANDS/WHISKY/SIR%20EDWARD'S/2%20-%20COMMUNICATION/KEY%20VISUALS

Sir Edward’s Whisky @siredwards.whisky https://en.siredwards.com/

Cocktails recipes https://www.dropbox.com/home/BRANDS/WHISKY/SIR%20 EDWARD'S/4%20-%20MEDALS https://www.dropbox.com/home/BRANDS/WHISKY/SIR%20EDWARD' S/8%20-%20COCKTAILS/VIDEOS%20COCKTAILS%2030''

Shop Notes book Keyrings Pen 19x14 18,00 € 39,00 € 1,96 € (x100) T-SHIRT T-SHIRT (x100) Women Men Men Polo S/M/L M/L/XL 9,11 € 2,94 € 4,81 € Flask Battery 5,86 € 6,90 € Tote bag Baseball Bar runners Ice bucket Kilt + Beret Kilt + Beret cap Men Women 3,58 € 10,42 € 1,35 € 1,86 € 43,30 € 41,50 € https://www.dropbox.com/home/BRANDS/WHISKY/SIR%20EDWARD'S/5%20-%20PROMO%20-%20ACTIVATION/POS

Tasting Event Billboard campaign SAN ANDRES UKRAINE ISRAEL URUGUAY UKRAINE ISRAEL PARAGUAY Wall of Sir Edward’s KAZAKHSTAN ANDORRA COLOMBIA TV morning show in ISRAEL Perito Moreno glacier official drink ARGENTINA

INNOVATIONS 2020

ACCESSIBLE INNOVATE LEGITIMICY TRENDY G REAT TASTE - D YNAMISE OUR OFFER - U SE S COTTISH BEER CASK C APITALIZE ON GLOBAL B ALANCE , BEER AND - T ARGET YOUNGER CONSU . - T RADI . BEVERAGE CRAFT BEER TREND WHISKY FLAVORS MERGE PERFECTLY

OUR ANSWER MALT 30% MALT 70% 30% 100% 3 years bourbon 3 years bourbon finished in beer cask + finished in cask1year cask. beer casks 70% GRAIN

SED BEER RESERVE NOSE : Heather honey, sweet malt. Balanced with hints of toffee, citrus and a sweet hoppy note. PALATE : Sweet and rich maltiness, honey, rich berries, with a slight touch of citrus, and soft toffee, leading to a hoppy spiciness. FINISH : Long and lingering, sweet with a gentle spice. NEW BEER

TOOLS

DRINK STRATEGY STRATEGIE D’USAGES CLA CLASSIC Neat or mixed with soda (ginger ale) NEW Bomb shot

5CL RINGS 3 RINGS / BOX S MOKY 5 CL F INEST 100 CL / 70 CL 70cl 100cl (recommended) Cost: 0,252 € per case (1 unit = 0,084/col x3)

NEW POS WHIKSY STONES MUGS PICNIC BLANKETS 1,20 € 2,30 € 11,05 €

Proudly distilled and aged in Scotland Distilleries owner A full range of traditional Scotch Whiskies An authentic Whisky that stands out for its extreme smoothness