Unique was created through years of research and experimentation to provide a healthier alternative to traditional energy drinks. It uses reishi mushroom as its primary active ingredient to boost cognitive function without the "overdose" side effects of other drinks. Initial testing showed Unique outselling many competitor brands and gaining market share. The founder plans a strategic four phase approach to expand distribution and establish Unique as a national household brand.
2. Questions - Research - Development
Questions:
• Why do energy drinks give people jitters, heart palpitations or even cardiac arrest?
• Is there a drink that provides cognitive boost rather than an elevated heart rate?
• Why do all energy drinks taste virtually the same?
Research:
• Jitters are caused by a physiological reaction to the ingredients that are in virtually all energy drinks. The body can react with the same symptoms as
an overdose. This is from the combination of caffeine with Guarana, Taurine, Niacin, Yohimbe, Ginseng and high amounts of Vitamin B.
• Caffeine is not the culprit. It’s what is mixed with caffeine that becomes the problem.
• Cognitive boost is simply not the objective of most ED’s. Interestingly, we have found most ED consumers would prefer a cognitive boost and do
without the physical overdose feeling.
• Virtually all ED’s taste the same because they’re all made with the same ingredients. It’s nearly impossible to mask the chemical like flavor.
Development: After multiple years of experimentation on various ingredients and flavor, Unique was formulated utilizing Reishi Mushroom. The
result is a sustainable feel good experience only found with UNIQUE. And it tastes AMAZING!
• Unique was created for the purpose of eliminating physiological overdose feeling while providing a cognitive feel good experience without a crash.
• An amazing clean palette, universally enjoyed flavor profile far and away from the typical energy drink taste.
• Finally an energy drink built with HEALTH in mind!
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Unique is the culmination of research based on fundamental questions sparked by a health issue
Chris Cook, its founder experienced from consuming energy drinks.
4. 77.74%
62.74%
57.02%
48.01%
31.75%
24.69%
16.60%
REGULAR TEA (IN BAGS OR PACKAGES)
GROUND OR WHOLE BEAN COFFEE
REGULAR COLA (NOT DIET)
ICED TEA (READY TO DRINK)
DIET OR SUGAR-FREE COLAS
COFFEE DRINKS (BOTTLED OR CANNED)
ENERGY DRINKS
The Caffeine/Energy Drink Consumer Market
0% 20%
40mm People
Source: Simmons panel data A18+(2014)
(HH)
40% 60% 80% 90%
AvgCaffeineConsumer
% Of American Household
Traditional Caffeine
Consumer Market:
The Energy Drink market is big at apx 40mm consumers, but limited by its reputation on health, lack of
innovation and narrowly focused marketing. Unique’s focus on health, Innovation and differentiated
marketing has it gaining loyalty from current energy drink consumers and traditional caffeine consumers.
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195mm People
Energy Drink Consumer
Market:
6. Source: Simmons panel data A18+ (2014). Drank in last month
Action Seekers Truth-Seekers!
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Through our own research, we found both traditional caffeine and energy drink consumers are
looking for a better, healthier alternative.
• The traditional caffeine consumer (Truth Seeker) is seeking a non-coffee cold shelf option
that doesn’t make them feel overstimulated.
• The Energy Drink Consumer (Action Seeker) is looking for a safer, more enjoyable option.
Unique: Expanding the Energy Drink Category
7. Truth-Seekers: Who are they? You and me!
Market Size: >50 MM Adults
Lifestage: Top two segments of Young and Family
Social/Urbanicity: Urban, Suburban, Second city
Income producing assets: Above average +
Age: 18-49
Education: College graduate, graduate plus
Employment: Management & Professional
Corr. Prizm Sgmts: 4, 6, 8, 13, 18, 29
Source: Claritas Prizm segmentation 2016
Unique’s track record has been consistent with not only taking meaningful market share from the
current energy drink consumer defined as the ‘Action Seeker’. But also adding new consumers
(Truth Seekers) to the energy drink category. This is due to Unique being a premium, health
conscious and safe cold shelf option.
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Truth-Seekers are Committed, Health-Conscious, Hard-Working, Strivers
9. 4 Phase Strategic Go To Market Strategy
Pathway to a National Household Brand
Nov 2013 – May 2015 March 2017 ~ December 2018
Build In Store Marketing
POS – POP - POI
R&D/In-House Testing
Case Study
Product & Packaging Refinement
Invest in Inventory
COMPLETED
Prove National Capability
Significant Distribution Expansion
Infrastructure – Human Capital
Significant Customer
Expansion/Acquisition
Incentives – Slotting – Street Teams
Inventory Expansion
Additional Sku’s
Significant Marketing Expansion
Expansive National Marketing
Campaign – Expanded Social Media
Phase 4
National Expansion/Scale
Proof of Concept
Build Self-Distribution
Infrastructure – Human Capital
Establish Customer Base
Sales team – Slotting - Street Teams
Establish Sales Track Record
Meaningful Velocity
COMPLETED
May 2015 – March 2017
Phase 2
Go to Market/Prove the Model
Prove Regional Capability
Outsource Distribution Regionally
Infrastructure – Human Capital
Significant Customer
Expansion/Acquisition
Incentives – Slotting – Street Teams
Inventory Expansion
Additional Sku’s
Moderate Marketing Expansion
In-Store – Social Media – Selective
Events – Paid Marketing
Phase 3
Regional Expansion/Scale
IN PROCESS
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Phase 1
Research and Development
10. Phase 1: R&D – Kaizen
Kaizen: Japanese word meaning “Change for Better”
Unique was created through a process of deconstructing what exists and rebuilding it in a better way!
(改善)
11. Strength in Differentiation
Through proprietary ingredients, distinct brand and logo; Unique is changing what the world
understands energy drinks to be!
Reishi Mushroom
• Life extending properties
• Brain neuron stimulant (mental focus)
• Seeks and destroys cancer cells
• Prevents development of new fat cells
• Boosts immune system
• Reduces stress and so much more!
Green Tea Extract
• Antioxidants and nutrients
• Lowers LDL (bad) cholesterol
• Increases fat burning
• Boosts metabolic rate
B-Vitamins
• Increases energy production
• Helps regulate nervous system
• Maintains healthy digestive system
Caffeine
• Appropriately dosed, no jitters, no crash
• Boosts memory
• Improves concentration
No toxic ingredients!
Unique Flavor
• Proprietary real fruit blend with differentiated taste
• No bitter aftertaste
• Leaves palate clean and refreshed
Distinct Brand and Logo
• Wide appeal of name and brand logo
• Significant differentiation in design
• Logo conveys premium brand
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12. Coming Soon: Unique
Lemonade…
12oz Slim
8oz Sugar Free
8oz 4 Packs
Unique Product Lineup
Unique is offered in Cane Sugar and Sugar Free singles (case of 24), 4-Packs (case of 6), and 12oz
Slim (case 12)
8oz Cane Sugar
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15. The Unique Brand Outsells*
21 of 30 Monster SKUs
est 2002
11 of 19 Red Bull SKUs
est 1987
27 of 35 Rockstar SKUs
est 2001
9 of 10 Nos SKUs
est 2005
3 of 4 Full Throttle SKUs
est 2004
6 of 6 Amp SKUs
est 2001
6 of 6 Venom SKUs
est 2002
7 of 7 Redline SKUs
est 1993
6 of 6 Xyience SKUs
est 2006
*May 2017
8oz Sales: 1st Year
Unique has consistently experienced immediate reception in various geographies
In less than 1 year, the Unique Brand outsells 9 other
ED brands, which have been in distribution
for over 11+ years.
These brands include 26 individual SKUs
vs Unique - 2 SKUs.
*April 2017
Unique Regular 8oz ranks 38th out of 136 ED SKUs in
total dollar volume*.
Outperforming 23 Rockstar, 19 Monster Energy and
and 12 Red Bull SKUs.
*April 2017
2017 data provided by Unique’s largest C&G client > 300 stores
21. Prove Regional Capability
Outsource Distribution Regionally
Infrastructure – Human Capital
Significant Customer
Expansion/Acquisition
Incentives – Slotting – Street Teams
Inventory Expansion
Additional Sku’s
Moderate Marketing Expansion
In-Store – Social Media – Selective
Events – Paid Marketing
IN PROCESS
Phase 3 Implementation: Regional Expansion/Scale
Within each region Unique hires 1 RSM, 1-2 ASM’s and 1-2 TDM’s to support the distributor and
expand their customer base.
Unique will invest in sales incentives for the distributor sales teams, slotting fee’s for chain stores and
Street Teams to promote loyal Unique consumers.
Unique’ s investing in a significant expansion of it’s inventory to fulfill demand while decreasing the
cost of manufacturing through bottler/manufacturer partnership relationships.
Continued thoughtful investment in marketing in an effort to maximize customer acquisition through
in-store POS, social media, local events and selective paid advertising.
Successful sell-through in all regions and demographics such as rural parts of Washington State, Los
Angeles California and New York State will provide the foundation for Nation Expansion (Phase 4).
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22. WA
OR
CA
MT
ID
NV
AZ
UT
WY
CO
NM
TX
OK
KS
NE
SD
ND
MN
IA
MO
AR
LA
MS
AL
GA
FL
SC
TN
NC
IL
WI
MI
OH
IN
KY
WV VA
PA
NY
ME
VT
NH
NJ
DE
MD
Washington D.C.
MA
CT
RI
AK
HI
CO: New Age Bev
2000+ Locations
Stanislaus Distribution:
~1500 Locations
OC: Target
~1000 C&G Locations
San Diego: Self Dist: Target:
~ 150 Locations
WA, Peninsula Bottling:
~50 Locations
Phase 3 Implementation: Regional Expansion/Scale
After the successful completion of phase 1 & 2, Unique is currently working with and targeting
distributors to build out significant regional growth over the next 18-24 months.
LA County: Mission
Beverage ~4000 Locations
WA, Walton Beverage:
~1283 C&G Locations
Harbor Pacific:
~450 Locations
Oregon, Target:
~1000 Locations
Weinstein Bev:
~500 Locations
Hawaii: Youngs Market:
~ 500 Locations
Alaska: Target:
~ 700 Locations
New York: Sanzone Dist:
2100 Locations
SE WA, NE OR Target:
~1500 Locations
South Central WA Target:
~500 Locations
Las Vegas: ~1000
Locations
East Peninsula, WA Target:
~200 Locations
Expansion Target
Signed Partnership Agreements
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SW WA Target:
~1000 Locations
New York: Lake Bev:
1000 Locations New York: DeCrescente:
2100 Locations
New York: Eagle Bev:
1000 Locations
New York: Certo Bro:
200 Locations
WA, CoreMark:
~75 Locations
Sacramento:
~1000 Locations
Bay Area: ~2000
Locations
High Desert:
~2000 Locations
Inland Empire:
~2000 Locations
NorCal: ~1000
Locations
AZ: ~2000
Locations
Manhatton: Target:
2000 Locations
23. Unique’s converting its self distribution infrastructure to provide support within each territory as
it’s taken over by distributors.
Distribution Support
• Self-Distribution Conversion - Unique originally built a
DSD platform to ensure service at the highest level.
Recognizing consistent in store service is vital to the
success of the brand and it’s customers. This experience
provided significant insight to the support that’s vital to a
successful distribution partnership.
• Distribution Support – Unique has RSM’s, ASM’s and
TDM’s in each region. We recognize meaningful support
for distributors is absolutely critical for the growth of the
brand and customer base.
“Unique Energy is a great brand ran by great people!
They have provided overwhelming support to Peninsula
Bottling, and sales have been very strong.” – Jim Gossard,
Peninsula Bottling Sales Director
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Distribution Partner Vehicle
24. Christopher Cook
Unique Energy Drink
Managing Partner
Office: 818.280.6327
Email: Chris@UniqueEnergyDrink.com
Website: http://www.UniqueEnergy.com
Email: Info@UniqueEnergyDrink.com
Phone: 818.280.6327
Social Media:
Facebook: /uniqueenergydrink
Instagram: @uniqueenergydrink
Twitter: @alwaysbunique
YouTube: unique energy
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