NPK Rhum Presentation 2014 ENGLISH Small

INFORMATION
NEWS THE BRAND SPIRIT

SUNAIRSEA Distribution Ltd. © COPYRIGHT 2014. All Rights Reserved.www.npkrhum.com
SUNAIRSEA Distribution Ltd
will launch NPKRhum early
2013. It is a new rum-based
product in the spirit category
that revisits the taste and
packaging of rum while
respecting the traditional pro-
duction process.

SOMETHING ABOUT US
TREND MEETS TRADITION
Pour plus d’informations, visitez notre site web :
www.npkrhum.com
NPK Rhum is a fusion of the island’s most valuable resources, sugarcane from
Saint Aubin and a range of natural flavours.
NPK Rhum is developed with extreme care from triple distilled pure sugar
cane and distilled water ( rum agricole) and targets a young discerning
consumer demanding an innovative product.
Given that the marketing of rum is clearly characterised by a certain classicism,
SUNAIRSEA Distribution Ltd created a range of rum, blending modernity and
tradition.
The brand NPK Rhum consists of 7 references, offering a range of light rum
containing 40% alcohol by volume. NPK Rhum has endeavoured not to change
the rum but to revisit it, with a view to updating a product that had become
somewhat too classic.

Situated amongst the undulating slopes of the South of Mauritius, the Plantation of Saint Aubin has been culti-
vating sugar cane since 1819. It is named after one of its first owners , Pierre de Saint Aubin. Driven by the quest
for uncompromised quality, the plantation of Saint Aubin has brilliantly managed to achieve the challenge of
reconciling innovation, tradition, human resources and preservation of the environment.
It should be noted that this distillary created and produced the very first Mauritian rum agricole from pure sugar
cane juice.
A unique terrain
Optimum rainfall and abundant sunshine provides the sugar plantation with a special microclimate. The choice of variety of
sugar cane, the perfect exposure of the fields and the volcanic nature of the ground combine beautifully to provide the
perfect growing conditions for sugar cane, cultivated with passion of which we are very proud. Rooted in a philosophy
respectful of the environment, we advocate and apply best environmental cultivation practices. Through the combination of
our savoir faire, passion and creativity, we offer authentic and inspired rum agricole, exclusively from our terrain.

PRODUCT & MANUFACTURE
NPK aims to modernise rum consumption by offering a quality product, presented in modern and trendy packaging. The
Rum is produced by Compagnie Saint Aubin, a company located in the south of Mauritius that has been engaged in sugar
cane cultivation since 1819. Bolstered by this tradition, we’ve created a range of products with high quality standards.

We have developed three major product ranges : white rum, gold rum and flavoured white rums.

All these products are manufactured with a maximum alcohol content of 40 ABV. The rums have a very pure taste similar to
products like BACARDI or HAVANA.

All added flavours are 100% natural and the sugar content does not exceed 50 g/litre. The water used for the blending of rum
is controlled purified water.

All of our products have been created by a renowned oenologist, specialised in rum blending.

CHARACTERISTICS
PREMIUM RUM AGRICOLE PURE SUGAR CANE
100% MADE IN MAURITIUS
NO ARTIFICIAL COLORANTS
NO ADDED SUGAR
NO PRESERVATIVES
NO ADDITIVES
CERTIFIED NATURAL AROMAS
Ü BLENDED WITH CONTROLLED DEMINERALISED WATER
ALUMINIUM BOTTLE« FOOD GRADE » CERTIFIED VERITAS AND SGS

A LARGE TARGET
Among regular consumers of alcoholic beverages, the places and situations of consumption that are most popular are at
get-togethers (81% at a friend’s place, 76% in a café, bar or pub, 75% at home with friends, 73% during an outing or outdoor
party, 60% in a restaurant, 45% in a night club and 38% in the street or in a public park).
SHOTS COCKTAILS SPIRIT

NPK RhumSpirit Drink of Mauritian Rum
HIBISCUS ROYAL
HIBISCUS ROYAL is a light premium white rum with
40% alcohol by volume, flavored with hibiscus
flower.
This flavored rum brings a new twist in the world
of rum.
Relaxed and fineness it can easily be processed in
shooters or long drink.
It can also be used as a basis for your favorite
cocktail and will surprise you with its exotic charac-
ter.

MELON
MELON is a light white rum containing 40%
alcohol by volume and flavoured with melon.
You’ll feel like you’re on holidays lazing about in
the sunshine with this flavoured rum.
Refreshing, light and flavoured, it can be fully
enjoyed in « shots ».
It may also be served as the basic ingredient for
your favourite cocktail. You will be surprised by its
tonic nature.

GOLD ESSENTIAL
GOLD ESSENTIAL is a light gold rum containing
40% alcohol by volume.
With explosions of exotic scents, this gold rum will
transport you to the old Spice trade route.
Intense, powerful and generous, it will bring a new
dimension to your favourite cocktails.
It can also be enjoyed in a“shot”and will then offer
an exceptional smoothness for unrivalled pleas-
ure.

STRAWBERRY
STRAWBERRY is a light white rum containing 40%
alcohol by volume and flavoured with strawberry.
This flavoured rum is an explosion of scents that
revives memories from days gone by.
Smooth, sweet and generous, it can be fully
It can also be served as the basic ingredient for
your favourite cocktail.You will be surprised by the
host of recipes it offers you.

PINEAPPLE
ANANAS is a light premium white rum with 40%
alcohol by volume, flavored with Victoria’s Pineap-
ple.
This flavored rum brings a sensation of freshness
and holidays.
Delicate, with a round taste, it can easily be
processed in shooters or long drink.
It can also be used as a basis for your favorite
cocktail and will surprise you with its unique
character.

APPLE - GINGER
APPLE-GINGER is a light white rum containing 40%
alcohol by volume and flavoured with apple and
ginger.
This flavoured rum will accompany you through-
out the party for your greatest delight.
Modern, tonic and voluptuous, it can be fully
It may also be served as the basic ingredient for
your favourite cocktail and you’ll be surprised by
its character and its boldness.

EASY MIX
SPIRIT DRINK OF
MAURITIAN RUM
HIBISCUS ROYAL
70cl 40% vol
SPIRIT DRINK OF
MAURITIAN RUM
MELON
70cl 40% vol
GOLD ESSENTIAL
70cl 40% vol
SPIRIT DRINK OF
MAURITIAN RUM
STRAWBERRY
70cl 40% vol
SPIRIT DRINK OF
MAURITIAN RUM
PINEAPPLE
70cl 40% vol
SPIRIT DRINK OF
MAURITIAN RUM
APPLE - GINGER
70cl 40% vol
RAPID MIX FOR CLUBBING
Cola
Tonic
Water Soda
Fruit Juice
Energy Drink
Sparkling Water
Ginger Ale

THE MARKET
Following earlier trends, the rum market recorded an increase in sales volumes: 2.4% in 2010 and 3.3% in 2011.
White rum sales represented more than 70% of the volume of rum in 2010, and increased by 4.4% in 2010 and 4.2%
in 2011. White rum enjoys the popularity of white spirits in general.
Rum and vodka are benefiting from the decline in tequilas.
Dark rums have a more traditional position than white rums and consumption depends on the region. Rum with
55% alcohol is preferred across the Atlantic, especially by older consumers, while rum with 40% alcohol is consumed
by young people who tend to prefer long mixer drinks.
What is the global production of rum?
Global consumption of rum is 17 litres per second, that equals 536 000 tons of rum, consumed each year in the
world.

WHO’S STATISTICS
TheWorld Health Organization published a report on global alcohol consumption.The study reveals Moldovans are
the biggest drinkers with an annual alcohol consumption of 19.2 litres per capita. France is around 13.7 litres.

The consumption rate of France in 2005 was close to that of United Kingdom, Eastern Europe and Russia. According
to statistical records, while global consumption is equivalent to 6.13 litres of pure alcohol per person aged over 15
years, an average of 13.7 litres of alcohol per year is consumed in France. The latter ranks ahead of Poland (13.3 l) or
the UK (13.4 l) and is close to the 15.7 litres of Russia. But the world’s leader is Moldova, with no less than 19.2 litres
per capita per year. In Europe, drinkers are therefore numerous, much more than on the American continent where
the consumption does not exceed 10 litres. Unsurprisingly, Asia and Africa are much more moderate. For instance,
countries of Central Africa, India and Mongolia consume less than 5 litres per capita annually. The most reasonable
consumers are in the Maghreb, West Africa, the Middle East and South East Asia with a consumption of less than 2.5
litres per person per year. Non drinkers are rare in richer countries and in countries with high consumption but are
numerous in North Africa and South Asia. On the other hand, people who drink in these regions consume large
quantities.

Who drinks what? While beer is very popular on the American continent, in the United-Kingdom and Australia,
France, Italy and Argentina they prefer wine. In Russia and Asia, however, spirits clearly call the shots.

A GLOBALISED MARKET
a) Qualitative upgrading. The term « spirit » defines all alcoholic beverages containing more than 15% alcohol by
volume. The spirits market is doing well and customers buy more and more premium brands. Traditionally, Scotch
whiskeys and cognac were and still are the most important premium. The qualitative upgrading concerns many
countries (2007) : if 38% of international spirits sold in the United States are classified as premium, this proportion is
48% in Western Europe, 43% in Eastern Europe and 62% in Asia.

Consumers pay more because they can afford it. The number of affluent people is growing in both Europe and the
United States and several millions of Chinese have now become a target audience.These consumers, who are prima-
rily motivated by the need for status and recognition, gradually move from a statutory consumption (that consists
in buying the best product because it is more expensive) to a statutory vision (that consists in buying the most
expensive product because it is of better quality). Today, the strategy of qualitative upgrading of spirits produced by
the major companies is no longer enough. More marketing innovations must be introduced to attract and retain
consumers’loyalty. As a result, innovation in the packaging and creativity of brands becomes essential.
b) The international market. The increase in global sales of spirits should be mainly driven by Asia (4.8% expected
growth) and by rum consumption that is expected to increase by 14% over the period under review (2010-2014).
Europe is the second largest market. However, growth is disparate between Western Europe (0.5% decrease per
year) and Eastern Europe (1.5% increase). Vodka confirms its leadership with 488 million cases sold in 2010 while
whisky sales are the most lucrative with nearly 70 billion dollars in revenue.“Local”spirits (including alcoholic bever-
ages made from rice) represent over 60% of global consumption of spirits, but they are on the decline against alco-
holic drinks sold by the major international market stakeholders.

PRODUCT POSITIONING
SUNAIRSEA Distribution is focused on the components and the origins of NPK Rhum. We are therefore positioning
NPK Rhum by emphasising it’s authenticity as being a 100% Mauritian product exclusively made up of local ingredi-
ents.

This positioning directly reflects the major competitive edge of NPK. The case data shows that the origin of rum is
one of the core values that motivates the consumers when choosing a brand. The Chief Executive Officer of Bacardi
himself admits that « our recent market researches have shown that a brand’s authenticity and heritage are increas-
ingly important for consumers when they choose their brand. »

This positioning enables our group to lean on the fashion phenomenon of Mauritius as a tourist destination. What’s
more, the consumer relates to the analogy between an island and its rum.

As Mauritius is a trendy destination, we are also targeting the « Getaway » segment made up of fairly young consum-
ers who are attracted by the « trendy » origin of the product, who will choose in particular the white rum as a « mixer
» in their cocktails.

THE BRAND
The International brand « NPK RHUM » represents the three universal chemical symbols:
N for NITROGEN
P for PHOSPHORUS
K for POTASSIUM
These three symbols represent the three main nutrients plants need during their development.
The colour scheme of the logo (black, grey and white) has the necessary simplicity and modernity for niche market-
ing. It is easily recognizable and enhances the visual appearance of the containers that display dynamic and trendy
metallic colours.

NPK PACKAGING
Targeting highlights a young and festive population between 18-35 years old. It was therefore essential to distinguish
ourselves from the usual glass bottles sold by other rum brands.
NPK chose 700 ml capacity aluminium bottles with a modern, young and trendy look, lightweight, corrosion resistant and
covered inside with an epoxy varnish (EEC standard).
The shelf life of the product is superior to conventional packaging. Resistant and shockproof, this bottle has the advantage
of being 100% recyclable, ensuring respect for the environment and nature.
HIGH MECHANICAL PERFORMANCES
- Impact and abrasion resistance.
- Lightweight.
- Easy treatment and compacting
COMPLETE CHEMICAL NEUTRALITY
- Preservation of flavours and scents.
- Stability of active ingredients.
- Perfect barrier to gases and
liquids outside.
COMPLETE RECYCLABILITY
- Easy compacting and transport.
- High economic value of wastes.
- Only 5 % of the initial energy required
for complete recycling
- Mechanical and chemical properties
completely preserved after recycling

THE PROMO GIFTS

COMMUNICATION & ADVERTISING
Communication is a prerequisite to developing and getting the brand NPK known. With this aim in mind, we
have developed and designed a communication strategy .

1) Creation of a website dedicated to the brand - compatible with Smartphones and Tablets
2) Management of social networks (Facebook,Twitter...)
3) Publication of presentation files for distributors
4) Organisation of events (nightclubs – private evenings– lounge bars)
5) Distribution of « promo gifts » when organising or participating at events
6) Giveaways for clients who frequent nightspots.
7) Radio and TV adverts in countries that authorise this type of advertising
8) Release of advertorials in the press in collaboration with our press agent
9) Implementation of a policy of "responsible" alcohol consumption
10) Organisation of competitions
11) Animations on a point-to-point basis in supermarkets
12) Client service offered to customers
13) Mail and SMS sent to subscribers to notify them of new products, cocktails recipes, etc.
14) Sponsorship of sports events

INTERNATIONAL MEDALS

CONTACT US
NPK & YOU
We would like to thank you for your interest in NPK Rhum and
look forward to future collaboration with you as we travel
along this new and exciting path.
SUNAIRSEA Distribution remains at your entire disposal for
further information. Please do not hesitate to contact us at
head office
www.npkrhum.com
facebook.com/npkrhum
Address: 77 Plantation Marguery, Rivière Noire, Mauritius
Phone:+230 59 41 37 01
Email: contact@npkrhum.com

LEGAL NOTICE
The information contained in this document are reserved for personal use only and may not be reproduced in whole
or in part. All information contained on this website is the exclusive property of the company SUNAIRSEA Distribu-
tion Ltd or its partners.
Any reproduction or representation, in whole or in part, for any other purpose in any media is prohibited without the
prior written consent of the company SUNAIRSEA Distribution Ltd and constitutes an infringement as defined in
articles L 335-2 et seq of the intellectual property code. Failure to comply with this prohibition would constitute an
infringement that may result in the civil and penal responsibility of the counterfeiter. The hypertext links imple-
mented within the document to other sites and/or personal pages and generally towards all existing resources on
the Internet does not engage the responsibility of the company SUNAIRSEA Distribution Ltd.
Access right to computer media file: Any directly or indirectly identifiable information appearing in this document
may be corrected or withdrawn at the request of the person concerned to the service administrator.

NPK RHUM IMAGES
NPK RHUM PARTY

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