The return of Absinthe to the U.S. market.
Independent Consulting Group <ul><li>Our Mission : To use the power of public information to protect public health and the...
Our Objectives <ul><li>To protect the reputation of St. George Spirits. </li></ul><ul><li>To ensure Absinthe in the U.S. m...
Company’s Overview <ul><li>Owner Operated since 1982.  </li></ul><ul><li>First Boutique Distillery in U.S. </li></ul><ul><...
Absinthe: A Brief History <ul><li>A green liquor-Wormwood; Thujone. </li></ul><ul><li>In the 19th, this beverage was popul...
Main Issues <ul><li>Misconception Issue: </li></ul><ul><li>Many absinth producers misuse the fascinating  </li></ul><ul><l...
H armful  I ngredient  Issues : <ul><li>Absinthe contains the dangerous ingredient,  T hujone, which has had adverse affec...
Government  Related Issues : <ul><li>Negative externalities </li></ul><ul><li>Special taxes and excess application fee cos...
Solution 1 : Consumer <ul><li>Media campaign aimed at consumer’s awareness of Thujone </li></ul><ul><li>Enhance  customer’...
Solution 2 : Publicity <ul><li>Responsible marketing campaign. </li></ul><ul><li>Public knowledge program of drug effects....
Solution 3 : Government <ul><li>Political Actions </li></ul><ul><li>R&D expanding </li></ul><ul><li>Information strategy <...
Summary <ul><li>Establish an early brand name in a emerging market. </li></ul><ul><li>Think of long-term profit in decisio...
Reference <ul><li>www.stgeorgespirits.com  </li></ul><ul><li>www.wormwoodsociety.org   </li></ul><ul><li>www.thujone.com  ...
<ul><li>At this point we will be happy to answer any questions you may have.   </li></ul><ul><li>Thank you for your time! ...
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My BUS784 Groupproject~Absinthe

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This the my MBA BUS784's group project PPT.

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  • My BUS784 Groupproject~Absinthe

    1. 1. The return of Absinthe to the U.S. market.
    2. 2. Independent Consulting Group <ul><li>Our Mission : To use the power of public information to protect public health and the environment. </li></ul><ul><li>Organizational Goals : </li></ul><ul><li>To protect consumers from health problems attributed to toxic contaminants. </li></ul><ul><li>To provide consultation services. </li></ul>
    3. 3. Our Objectives <ul><li>To protect the reputation of St. George Spirits. </li></ul><ul><li>To ensure Absinthe in the U.S. market is consumer safe. </li></ul><ul><li>To advise the BOD of St. George Spirits. </li></ul>
    4. 4. Company’s Overview <ul><li>Owner Operated since 1982. </li></ul><ul><li>First Boutique Distillery in U.S. </li></ul><ul><li>International reputation as one of the world’s great distillers. </li></ul><ul><li>In 2007, St’ George is the first American Absinthe producer. </li></ul>
    5. 5. Absinthe: A Brief History <ul><li>A green liquor-Wormwood; Thujone. </li></ul><ul><li>In the 19th, this beverage was popular in Europe and America. </li></ul><ul><li>The liquor was outlawed. </li></ul><ul><li>In 1980’s – legalized in Europe. </li></ul><ul><li>In November 2007 - Absinthe is legalized in the United States. </li></ul>
    6. 6. Main Issues <ul><li>Misconception Issue: </li></ul><ul><li>Many absinth producers misuse the fascinating </li></ul><ul><li>history of absinth to promote the products. </li></ul><ul><li>People perceive absinth as a drug which provides hallucinatory effects. </li></ul><ul><li>This misconception would bring various problems to the company. </li></ul><ul><li>Some Stakeholders have a negative perspective on St’ George. </li></ul><ul><li>Some people try to excessively drink absinthe to have a hallucination. </li></ul><ul><li>Illegal and irresponsible distribution through the internet. </li></ul><ul><li>Today the studies show that absinthe does not cause hallucinations. </li></ul>
    7. 7. H armful I ngredient Issues : <ul><li>Absinthe contains the dangerous ingredient, T hujone, which has had adverse affects on people health. </li></ul><ul><li>Consumption in large quantities may lead to serious illness. The issue is raised; how can St. George prevent people from experiencing the terrible consequences of absinth e? </li></ul><ul><li>Self-production of absinth e can lead to severe renal failure. </li></ul>
    8. 8. Government Related Issues : <ul><li>Negative externalities </li></ul><ul><li>Special taxes and excess application fee costs </li></ul><ul><li>Recent legalization in America </li></ul><ul><li>Under U.S. regulation, absinthe must contain less than 10ppm of Thujone </li></ul>
    9. 9. Solution 1 : Consumer <ul><li>Media campaign aimed at consumer’s awareness of Thujone </li></ul><ul><li>Enhance customer’s knowledge of Absinthe </li></ul><ul><li>Constituency-Building Strategy: build coalitions with other alcoholic industries and consumers </li></ul>
    10. 10. Solution 2 : Publicity <ul><li>Responsible marketing campaign. </li></ul><ul><li>Public knowledge program of drug effects. </li></ul><ul><li>St. George Spirits should place a warning label on its product. </li></ul>
    11. 11. Solution 3 : Government <ul><li>Political Actions </li></ul><ul><li>R&D expanding </li></ul><ul><li>Information strategy </li></ul><ul><li>Financial-Incentive strategy </li></ul><ul><li>Constituency-Building strategy </li></ul>
    12. 12. Summary <ul><li>Establish an early brand name in a emerging market. </li></ul><ul><li>Think of long-term profit in decision making. </li></ul><ul><li>Follow the maturing market. </li></ul>
    13. 13. Reference <ul><li>www.stgeorgespirits.com </li></ul><ul><li>www.wormwoodsociety.org </li></ul><ul><li>www.thujone.com </li></ul><ul><li>http://www.craftdistillers.com/html/SG_AP_profile.html </li></ul>
    14. 14. <ul><li>At this point we will be happy to answer any questions you may have. </li></ul><ul><li>Thank you for your time! </li></ul>

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