Fountainbleau proposal

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Fountainbleau proposal

  1. 1. proposal preparedfountainbleau hotel 05- 25 - 12
  2. 2. executive summary Spring44 American craft spirits offer a unique opportunity to incrementally grow Fountainbleau’s liquor sales by: > Appealing to consumers who seek high-quality craft spirits made in America as alternatives to macro, imported-brands. > Satisfying consumers’ interest in experimentation (trying new things). > Providing bartender staff w/ more interesting product stories to share with customers which provokes purchase. Spring44 spirits are made with natural artesian spring water and offer unique flavor profiles that lend themselves to creative cocktail ideas for your consumers. The best opportunity for success at the Fountainbleau is a venue specific approach that is narrow in scope and calls for key activation elements to help drive not only trial but also repeat purchase. We would like to build a back half plan that can lead to a FY 2013 plan based upon successful implementation on 2012 elements.
  3. 3. 5x distilleds44 vodka american grown grain colorado rocky mountain artesian springwater makesthe smoothestvodka intheworld. virgin coconut husk carbon “i seriously likethis bouquet. best domesticvodka i’ve had...” f. paul pacult spirit journal u.s. grown botanicals triple gold medalawardwinner 2011 microliquor spirit awards competition the H2O best
  4. 4. 5x distilleds44 honey vodka american grown grain colorado rocky mountain artesian springwater makesthe smoothestvodka intheworld. virgin coconut husk carbon “it’s nottoo annoyingly flavored.” random guy at the telluride blues & brews festival u.s. grown botanicals triple gold medalawardwinner 2011 microliquor spirit awards competition the H2O best
  5. 5. 5x distilleds44 gin american grown grain colorado rocky mountain artesian springwater makesthe smoothest gin intheworld. virgin coconut husk “the use of rocky mountain spring water impartsa surprising carbon smoothnessand crispness of flavor that tastes good on its own or mixed inany classic gin drink.” mat dinsmore the coloradoan u.s. grown botanicals triple gold medalawardwinner 2011 microliquor spirit awards competition the H2O best
  6. 6. fountainbleau proposal overview product distribution activation elements spendback education s44 vodka s44 honey incentive options service s44 gin bottle vodka menu staff staff s44 venue glow bar x x x x x x hakkasan x x x x x gotham x x x x x x lacote x x x x bleau bar x x x x x scarpetta x liv arkadia > Plan is venue specific and includes activation elements to ensure success > Arkadia & Liv venues are not being considered at this time > Primary focus on Honey Vodka and Gin, with minimal Vodka exposure
  7. 7. glow bar Distribution SKU’s: Honey Vodka, Gin Serving Suggestions: Honey Lemonade / Pool side Gin & Tonic Interactive Activation Details: > S44 to provide monthly poolside tastings / Gin & Tonic Bar > S44 brand ambassador to offer customized education for staff > S44 to develop a 3 month server incentive. Weekly, monthly, and grand prize winners. > Customized S44 Honey drink menu / mixer offerings to support cabana bottle service > Poolside Interactive Gin & Tonic bar hosted by S44 Brand Ambassador Strategic Rationale: S44 Gin & Honey offers FB opportunity to develop and serve unique poolside cocktails as a point of difference.
  8. 8. hakkasan Distribution SKU’s: Gin, possibly Honey Vodka Serving Suggestions: Gin & Tonic Tableside Service Activation Details: > S44 Brand ambassador to offer customized education for staff > S44 to provide Bar staff with spend back account to support brand > Aggressive staff incentive to promote the brand Strategic Rationale: S44 Gin flavor profile works really well with Cantonese flavors. Would incorporate flavor profiles with bitters, syrups or tincture that work with the cuisine.
  9. 9. gotham steak house Distribution SKU’s: Vodka, Honey Vodka, Gin Serving Suggestions: Honey opportunity, Beer cocktail recipes Activation Details: > S44 Brand ambassador to offer customized education to staff > S44 to provide Bar staff with spend back account to support brand > S44 to work with staff to develop a series of customized menu offerings. Ideas include: – a series of traditional cocktail recipes (steakhouse style mule - with the copper mug, etc) – a series beer cocktail recipes > Possible incentive for bar staff and wait staff should be included Strategic Rationale: S44 Craft American cocktails offer the perfect pairings for traditional American Steakhouse fare.
  10. 10. la cote Distribution SKU’s: Vodka, Honey Vodka, Gin Serving Suggestions: Gin and / or Honey menu opportunity Activation Details: > S44 Brand ambassador to offer customized education to staff > S44 to provide Bar staff with spend back account to support brand > S44 to work closely with bar staff to target Vodka to Gin conversion strategy > S44 Brand ambassador to work closely with bar staff to develop menu parings Strategic Rationale: S44 spirits offer interesting alternatives to imported premium spirits. We have the unique ability to partner with the venue and develop customized drink suggestions to compliment menu offerings.
  11. 11. bleau bar Distribution SKU’s: Vodka, Honey Vodka, Gin Serving Suggestions: Gin cocktails to encourage vodka conversions / Honey shots? Activation Details: > S44 Brand ambassador to offer customized education to staff > S44 to provide Bar staff with spend back account to support brand > S44 to work closely with bar staff to target Vodka to Gin conversion strategy > S44 Brand ambassador to work closely with bar staff to develop menu parings Strategic Rationale: S44 spirits offer interesting alternatives to imported premium spirits. We have the unique ability to partner with the venue and develop customized drink suggestions to compliment menu offerings.
  12. 12. scarpetta Distribution SKU’s: Gin Serving Suggestions: Simple classic cocktails Activation Details: > S44 Brand ambassador to develop staff education opportunities > S44 will develop simple drink options for the venue > S44 to provide Bar staff with spend back account to support brand Strategic Rationale: Although venue has primarily a wine focus, there is still a group of customers looking for classic American cocktails.
  13. 13. summary S44 offers products that can be truly incremental to current market offerings, and can help drive category growth for Fountainbleau S44 is committed to an activation program that is unique and custom tailored by venue to ensure overall success of the brand at Fountainbleau S44 will spend back $____ per month to support the various venues S44 will need rough estimates from Fountainbleau of anticipated case volumes to assist with procurement & production planning S44 is committed to working with Fountainbleau in developing a long term relationship to help foster American craft spirits growth & S44 brand development In addition, S44 to offer a Mark Messier appearance to be used at hotel’s discretion for a mutually agreed upon event

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