New Product Key Message Deck

Transcription

1 New Product Key Message Deck

2 WHAT IS LABATT S CONNECTION TO PROHIBITION? The Labatt Brewing Company survived Prohibition while many others folded. The key? Keeping the taps flowing in America. Sure, it was a dangerous gamble, but it kept Labatt strong, and American drinkers happy. Today, the goal is the same, just without the Tommy Guns. To honor this rich history, we created the Labatt Prohibition Series distinctively historic ales with classic flavors. John Sackville Labatt, grandson of founder John Kinder Labatt, was the Brewery president during Prohibition From 1920 to 1933, the 18th Amendment to the United States Constitution forbade the sale, manufacture and importation of alcohol. Drinking alcohol, however, was never illegal.

3 INTRODUCING LABATT PROHIBITION SERIES The Labatt Prohibition Series is a collection of sessionable, quality beers that transport drinkers back to an era of smuggling and speakeasies. Official Alcohol Prescription Form from the 1920s During Prohibition, your doctor could write you a prescription for booze.

4 LABATT PROHIBITION SERIES Launch Overview ABV: 6.0% Styles: Bourbon Barrel Ale, Apple Harvest Ale Note: SKUs and UPCs will be permanent but flavors will be refreshed throughout the year. SKUs: 6-pack 12oz Bottles, 12-pack 12oz Bottles Bourbon Barrel Ale only: 1/4 & 1/6 BBLs First Ship: 8/15/14 In-Market: 9/1/14 (permanent) Focus States: NY, MI, PA, OH, VT Focus States Launch Support: OOH, Digital, PR, POCM, On & Off Premise Samplings, On Premise Prohibition Repeal Parties on 12/5/14 Labatt benefitted from the hiring of a sales manager who knew how to penetrate a Prohibition-locked U.S. market.

5 LABATT PROHIBITION SERIES BOURBON BARREL ALE A robust ale that warms the soul with its rich bourbon flavor and smooth finish. The malty sweetness is perfectly balanced by nobel hop aromas and notes of vanilla and oak. The river between Detroit and Canada was a thriving entry point; bootleggers used the frozen river as an easy way to get alcohol from Canada into the U.S.

6 LABATT PROHIBITION SERIES APPLE HARVEST ALE A beer, not a cider, this ale has a refined balance of sweet and tart flavors. 6-Row malt and Apollo hops meet Honeycrisp apples to create a truly unique, highly drinkable libation. Legend has it that the first Pond Hockey tournament took place in 1924 on Lake Champlain as a way for a Vermont team to get alcohol from their Canadian hockey buddies. Each February during Prohibition, the teams would meet in the middle of the lake for three days of hockey and beer. Today, a Labatt Blue Pond Hockey Tournament takes place on Lake Champlain, near Burlington, VT.

7 CONSUMERS ARE LOOKING FOR THIS FROM LABATT Innovation development and research in 2013 revealed an opportunity for Labatt to commercialize products that evoke historical moments from the brand s history. Consumers perceived the Prohibition Series to be highly unique and likely to improve their perceptions of the Labatt brand. Source: Affinova Concept Test, June 2013, n=850 P4W Beer Drinkers 21-29, Qualitative Focus Groups April 2013

8 WHO IS THE CONSUMER TARGET FOR THE LABATT PROHIBITION SERIES? Labatt Prohibition Series is targeted to the Millennial consumer, ages Target consumers clearly identified that in some occasions, spirits seem more appropriate than beer. The Prohibition Series will be an alternative to spirits in these instances by providing consumer with beers that offer more flavor and character at a higher ABV. Source: Affinova Concept Test, June 2013, n=850 P4W Beer Drinkers 21-29, Qualitative Focus Groups April 2013

9 LABATT PROHIBITION SERIES PACKAGING Labatt Prohibition Series will be packaged in an authentic heritage bottle as a nod to Labatt s longstanding history and role in keeping the beer flowing on this side of the border! The product description, along with the bottle, garnered strong appeal from Millennial consumers.* *Source: Affinova Concept Test, June 2013, n=850 P4W Beer Drinkers 21-29, Qualitative Focus Groups April 2013

10 HOW IS LABATT PROHIBITION SERIES PRICED? Labatt Prohibition Series suggested retail price is $1 above premium 6 packs, $2 on 12 packs. Chicago gangster, Al Capone, earned a staggering $60 million annually from bootleg operations and speakeasies.

11 WHY SELL LABATT PROHIBITION SERIES AT A PREMIUM PRICE? HIGH END IS DRIVING $ GROWTH High End Segments are driving $ growth in Beer and new items are driving growth in High End Segments 86.3% 23.9% 19% 21.4% 53.4% High End Segments +13.9% $$ Growth vs YA 4.8% 6.5% 4.3% 2.1% -0.7% -9.7% -10% Total Category DM SuperPrem Crafts Imports FMB's Ciders % chg - all items % chg without new items Source: Nielsen, TTL US All Outlets(Food/Drug/Mass/Conv/Liquor/Club/Dollar/Walmart); 52 Wks Ending 03/30/2013; Dollar Change vs YA

12 THE LABATT BRAND NAME BRINGS CREDIBILITY The strength of the Labatt brand in core markets provides a strong base for extensions Total Brand Awareness Brand familiarity encourages trial of new items and reduces the risk associated with exploration Brand familiarity is still very important with 69% of beer drinkers saying a name brand that I know is important when choosing a beer* *Source: Mintel Source: Ipsos Brand Tracker: Labatt Core, Total 2013, Total Brand Awareness

13 HOW IS LABATT PROHIBITION SERIES BEING SUPPORTED? The Labatt Prohibition Series is being supported with Out of Home, Digital, PR, On & Off Premise Samplings, and On Premise Repeal Parties FPO FPO OOH Digital On & Off Premise Samplings On Premise Prohibition Repeal Parties December 5 th, 2014 Speakeasies got their name because you had to whisper a code word or name through a locked door in order to be allowed in.

14 LABATT PROHIBITION SERIES SAMPLING In Store In store sampling events will be held throughout Labatt s Core States: NY, PA, OH, MI, VT The Labatt Brand Team will provide staff and a sampling kit that includes: Curved Stave Bottle Holder Scent Stave Poster Sell Sheet Sampling Table Table Cloth On Premise Labatt On Premise Specialists will be executing samplings in Core States. Labatt Prohibition Series giveaway items will be provided to support these events. The brand team will be working with the sales team to determine on and off premise accounts and sampling schedules. Please reach out to Lisa Texido at ltexido@nabreweries.com for scheduling information and questions. Pre-Prohibition saloons were mostly male establishments; post-prohibition bars catered to both males and females this change is credited with starting modern dating!

15 LABATT PROHIBITION SERIES POCM On Premise: - Barrel stave tap handle - Signature back bar piece - Barrel end signs - Poster - Table tent - Coasters - Tin sign - Giveaways - Mini growler Off Premise: - 6/12 pack bottle rack - Signature dealer loader - Hybrid card - Shelf talker - Dangler - Sell sheet A special POCM Ordering Window be opened to support the launch. Timing, details and budgets to follow.

16 LABATT PROHIBITION SERIES SELL SHEET The sell sheet is available on NAB Assets:

17 LABATT PROHIBITION SERIES DISPLAY STANDARDS Coming Soon! A call will be schedule in May to review available POCM pieces and merchandising standards.

18 LABATT PROHIBITION SERIES BRAND NAME Labatt Prohibition Series is the proper way to refer to the brand verbally and in print. The Labatt word mark must always be used with Prohibition Series.

19 LABATT PROHIBITION SERIES LOGOS Primary Logo the kraft colored logo should be used in all executions. Secondary Logo the black colored logo should only be used in instances where the kraft version s visibility is compromised. Logos are available on NAB Assets:

20 LABATT PROHIBITION SERIES PROGRAM LAUNCH DATES Key Dates to Remember: First Ship: August 15, 2014 POCM Delivery to Wholesalers: August 15, 2014 In-Market: September 1, 2014 permanent On-Premise Samplings: October December, 2014 Off-Premise Samplings: October December, 2014 Prohibition Repeal Day Parties: December 5, 2014 Repeal occurred at 4:31 p.m. on December 5, 1933, ending 13 years, 10 months, 19 days, 17 hours and 32.5 minutes of Prohibition. "What America needs now is a drink" declared President Franklin D. Roosevelt at the end of Prohibition.

21 BOURBON BARREL ALE PACKAGING IMAGES AND UPCS 12oz Bottle 6pk 12oz Bottle Carrier 12pk 12oz Bottle Carton 4/6 12oz Bottle Mother Carton 2/12 12oz Bottle Tray Information available on NABrew.info SKU Vitals :

22 BOURBON BARREL ALE PACKAGING IMAGES AND UPCS - DRAUGHT 1/4 BBL 1/6 BBL Information available on NABrew.info SKU Vitals :

23 APPLE HARVEST ALE PACKAGING IMAGES AND UPCS 12oz Bottle 6pk 12oz Bottle Carrier 12pk 12oz Bottle Carton 4/6 12oz Bottle Mother Carton 2/12 12oz Bottle Tray Information available on NABrew.info SKU Vitals :

24 LABATT PROHIBITION SERIES UPC TABLE SKU Unit UPC Case UPC Labatt Bourbon Barrel Ale 4/6 12oz Bottle Carton / Tray UPC LABATT Bourbon Barrel Ale 2/12 12oz Bottle Labatt Bourbon Barrel Ale 1/4 BBL Labatt Bourbon Barrel Ale 1/6 BBL Labatt Apple Harvest Ale 4/6 12oz Bottle Labatt Apple Harvest Ale 2/12 12oz Bottle n/a n/a n/a n/a Information available on NABrew.info SKU Vitals :

25 LABATT PROHIBITION SERIES PACKAGING DIMENSIONS 6pk Bottle (4/6 12oz Bottle) 12pk Bottle (2/12 12oz Bottle) Information available on NABrew.info SKU Vitals : Questions? Contact Alex Boser