Investor pitch deck public

1. Public Slide share: Financial / sensitive data has been omitted in this public slide share

2. Tamaulipas
Durango
Zacatecas
San Luis Potosí
Guanajuato
Guerrero
Oaxaca
Mezcal production in Mexico

3. Value Proposition
Traditional brands of mezcal over-rely on the
reputation of their designation of origin to
generate sales.
Furthermore, the flavour of traditional mezcals
is strong, something that makes it difficult for
the average consumer to adopt.
Miel de Tierra is a brand focussed on two
aspects that differentiate it in the market:
✦Strategic focus on branding
✦Smooth flavour that allows the producto to
enter the regular consumer market.

4. Our Products

5. THE PURITAN
-
This singular mezcal
represents the highest purity
that can be achieved in a
distillate of this category.
Crafted in south of the state
of Zacatecas, an ancient
Mezcal producing region
where purity is championed
above all else.

6. THE WILDCARD
Miel de Tierra Salmiana is made from wild
Salmiana Agaves, which only grow in the
secluded region of San Luis Potosí in Central
Mexico. This craft mezcal features remarkable
notes of pepper and fine spices.
Along wit it, comes exotic aromas that blend
perfectly to create a cascade of flavours meant
only for the seasoned mezcal aficionados
A fine, exotic mezcal that englobes a wild , yet
balanced, combination of spiced flavors and
aromas that make this label immediately stand
out from all the other Mezcal styles.
-

7. THE CLASSIC
Miel de Tierra Espadin is the cornerstone of
classic Oaxacan Mezcal making tradition.
The agaves are slowly roasted underground for
days, then crushed manually with our 3 ton
Tahona, and fermented in traditional wooden
vats, this mezcal represents the finest of
Oaxacan craftsmanship.
Delicate, yet balanced smoke essences,
accompanied with earthy notes, this mezcal
brings back full Oaxacan history with every short
sip.
-

8. THE GRANDFATHER
The first born of our house. Named as “The smoothest tasting
Mezcal” in its category Miel De Tierra Reposado has been
recognized multiple times for its delicate flavor to the palate. It
is undoubtedly the strong notes of virgin oak timbers that mark
the exquisite tasting experience, deliberately replacing the
flavors of smoke and ash that are common amongst lesser
mezcals.
Finally, Miel de Tierra Reposado is characterized by the light
touch of “honey” that lingers on the palate. This delicate
flavour comes from the sweet sap of virgin timber that is strictly
used to rest our mezcal for months in the catacombs of our
hacienda.
A distinctly different mezcal, recommended for sensitive and
refined tastes that treasure delicate flavors above all else.
-

9. THE LEGACY
With five years in the making, Miel de Tierra Añejo
Reserva is the most selective distillate of our craft.
Produced from our private family reserve, this Aged
Mezcal attains the most delicate notes of seasoned oak
timbers and its cherished honey sap.
This super aged Mezcal completely breaks the
conventional Mezcal wisdom by presenting the most
smooth and rounded notes of wood-honey and vanilla
ever to be seen embedded in the extra premium Mezcal
category.
Miel de Tierra Añejo delivers a unique gastronomic
experience for connoisseurs and amateurs alike.
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10. Recognitions
Miel de Tierra won the Double Gold Medal at the
International Spirits Competition in San Diego
California, and the Silver Medal at the International
Spirits Competition in New York City, obtaining in
2014 the highest recognition possible for a
distillate. Since then, Miel de Tierra has participated
in only one additional competition

11. For every bottle sold, Miel de Tierra is
committed to share a portion of the profits
in helping the natural conservation of wild
honeybees in rural Mexico.

12. Weaknesses
T H E C O M P E T I T I O N
Strengths
Sale Price
Niche Popularity
Brand Personality
International Awards
Packaging
Selection of Mezcal Regions
Efficiency in Marketing Costs
Inventory Management
Operations
Capital for large scale production
Strengths and weaknesses Miel de Tierra has in relation to the competition

13. M A R K E T
Size of the tequila / mezcal market in
4.5 Billion Dollars
3.5 Billion Dollars
Gender: Male
Age: 24 - 45
Socioeconomic status:
High - Middle high
(AB, C+)

14. M A R K E T I N G S T R A T E G Y
Miel de Tierra's strategy to achieve positioning is to use
aggressive, constant and low-cost marketing techniques across
digital communication media.

15. Targeted Social
Media Campaigns
Search Engine
Optimisation
Opinion Leaders (
Mavens )
Point-of-sale centers
M A R K E T I N G
S T R A T E G Y
Marketing and advertising
expenses MXN
2014-2016
Marketing expenses:
14.9 % of sales
31% of new brands
VS

16. T R A C T I O N T O D A T E
Sales
Cumulative sales :
2014 vs 2015: +94.2%
2016 vs 2015 :
+99%
Average sales growth
of 89% since launch
year.
61%
National wholesale International Clients
39% Korea
USA
Canada
Germany
Italy

17. Brand Value
The fastest growing Mezcal Brand on social media
Miel de
Tierra
Los
Danzantes
Marca
Negra
Unión
Sabios de
Lua
Facebook 63k 4.2k 7.9k 10.2k 2k
Instagram 13k 813 3.2k 7.7k 4k
Wordlwide Presence
USA
Germany
Italy
Colombia
Korea
Canada
38%
Net Margin

18. C A P I T A L N E E D E D
Series A Round $250,000 USD
Detailed use of resources, and financial projections, will be supplied separately

19. U P C O M I N G P R O J E C T S

20. M I E L D E L C I E L O
Crafted in small quantities, our
beer reflects local talent. Made
with absolute passion and
diligence by our brewmaster,
who works tirelessly to infuse
perfection in every bottle.
Using a single malt with honey;
The result is a slight persistent
satisfaction in the palate, sweet,
but key in creating the perfect
beer.

21. S A L D E G U S A N O

22. Av. Fundadores 995 Int. 502, Col. Valle del Mirador, Monterrey, N.L., C.P. 64750
www.mieldetierra.com