This document outlines plans to reposition VeeV spirit brand from a cordial/liqueur to a vodka alternative. Key points include: - VeeV is currently misunderstood as a cordial but aims to compete directly with vodka by becoming a neutral spirit at 70 proof. - Plans include a new marketing campaign positioning VeeV as a better vodka alternative, increased advertising spend, and a new higher proof formulation. - Support for trade partners includes engaging mixologists to develop cocktail recipes and a trade media campaign to introduce the new 70 proof VeeV. - For the VitaFrute brand, plans include a new bottle/label, increased retail investment, a new Coconut Col

2. Situation…
We are misunderstood
Today we are a premium cordial spirit
positioned among a small niche category.
We…
Looklike a vodka
Play like a vodka,
Appeal to the vodka drinker
But are Stuckwith the Cordial/Liquor Label
making us a very misunderstood brand.

3. We NOW have a vision of
what things should be

4. Mt. Everest Ali
That’s what a Mountain should be!
That’s what a Champion should be!

5. VEEV is ready and certainly
good enough for ‘this is what the
world of cocktails
SHOULD be’ status

6. WE ARE

9. We will redefine ourselves reposition
against Vodka
FROM
• Cordial/Acai Liquor
• White Spirit Replacement
• 60 Proof
• Small category
• Cordial shelf
• Playing it safe
TO
• White Spirit
• Vodka Replacement
• 70 Proof
• Into largest Spirit Category
• Premium Vodka shelf
• Attacking Vodka

10. VEEV: What’s New in 2014
New campaign that positions
VeeV as better alternative to Vodka.
Increased AP support
in 2014 2x the spend
New package and
reformulation to 70 proof

11. New VEEV 70 Proof
We have reformulated VEEV® from a 60 proof liqueur
to a 70 proof neutral spirit that is now more versatile
and mixable while still delivering the same great taste.
WHY 70 PROOF
• We listenedto our customers, trade and distributor
partners who wanted a higher proof VEEV.
• More mixable making all your cocktails better
• Better Balance to highlight our natural flavors, aromas
and tasting notes.
• Increased versatility as a base sprit that is perfect for
creating new recipes.

12. Engage Trade with our story
Partner with top national
Mixoligists to help bring
our new cocktail strategy
to life and tell the VEEV
story along the way.
Willy Shine
Adam Seger

13. Strong Trade Amplification
Aggressive Trade Media spend
in top industry publications and
events to introduce VEEV 70
proof to the market.

14. On PremiseSupport
Key elements will help promote our new
campaign and cocktail strategy.
Table Tent
Rimmer Program
Palm Card Cocktail Guide Pitchers
Poster
Custom Mason Jars

15. VeeV Continues to Leverage Current Chain
Success to Scale In Larger Chains
• Success in a wide-range of accounts from Ruby Tuesday to CPK to Seasons 52
• Success in current base of accounts leads to greater likelihood to convert
pipeline accounts which include the 5 biggest chains in the country
CURRENT PARTNERS
PIPELINE ACCOUNTSMid-casual Dining Up-scale Dining Mid/Up-Scale Hotels
/Travel
Travel /
Entertainment
PIPELINE

16. VITAFRUTE: What’s New in 2014
New bottle and label
available at retail
Increased investment and support in key retail channels
New Line Extension
Coconut Colada

17. New Campaign
Launch new VitaFrute
campaign and support
with media in key
markets.

18. NEW Coconut Colada
Launch new VitaFrute
Coconut Colada line
extension.
Health & Wellness:
• Coconut Health
Benefits
• Low Calorie Delivery
• Organic

19. 2014 Pipeline
+6,000 PODs
Year 1 (2013)
2,000 PODs
VitaFrute Already doubled Points of Distribution
for 2014 w/ Large Pipeline
•Already doubled PODs with national
mandate in CVS for 2 skus and
opportunity for another 3,500 PODS
•Full year sales for 2013 PODs as well
•Tremendous Year 1 distro with over
2,000 PODs
• Only 6 months of chain sales given roll-
out dates. Less than $500k A&P budget
*

20. THANK YOU