Miel de Tierra is a mezcal brand that focuses on branding and a smoother flavor profile to appeal to mainstream consumers. It produces both reposado (aged) and joven (young) varieties of premium mezcal made from 100% Weber agave that is distilled twice after 8 years of maturation. Miel de Tierra has experienced strong sales growth and social media engagement. It aims to expand exports and national distribution while maintaining attractive margins. Projections estimate growing exports and wholesale sales over the next 5 years requiring $XXX in capital.

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

2. MEZCAL PRODUCTION IN MEXICO
Durango
Tamaulipas
Oaxaca
Guerrero
Guanajuato
San Luis Potosí
Zacatecas

4. 5
VALUE PROPOSITION
Miel de Tierra is a brand focussed on two
aspects that differentiate it in the market:
-Strategic focus on branding.
-Smooth flavor that allows the
product to enter the regular
consumer market.
Traditional brands of mezcal over-rely on the reputation of their Designation of Origin to generate sales.
Furthermore, the flavor of traditional mezcals is strong, something that makes it difficult for the average consumer to adopt.

5. 11
-
PRODUCT DETAILS
Product: Mezcal
Commercial Brand: Miel de Tierra
Product: Type I Mezcal, 100% from Agave
Quality: Premium
Type/Category: Reposado (Aged)
Supplier: Grupo Mezcalero Miel de Tierra S.A. de C.V.
Website: www.mieldetierra.com
Agave: Weber
-
PRODUCTION
Time in Barrel: 4-8 months
Type of Barrel: White Oak
Type of Oven: Autoclave
Type of Milling: Mechanical
Type of Still: Alembic
Agave Maturation: 8 years
Distillations: Two
-
RECOGNITIONS
-
PRODUCT DETAILS
Product: Mezcal
Commercial Brand: Miel de Tierra
Product: Type I Mezcal, 100% from Agave
Quality: Premium
Type/Category: Joven (Young)
Supplier: Grupo Mezcalero Miel de Tierra S.A. De C.V.
Website: www.mieldetierra.com
Agave: Weber
-
PRODUCTION
Time in Barrel: Unaged
Type of Oven: Autoclave
Type of Milling: Mechanical
Type of Still: Alembic
Agave Maturation: 8 years
Distillations: Two
REPOSADO (AGED) JOVEN (YOUNG)
OUR PRODUCTS

6. RECOGNITIONS
Double Gold Medal awarded
at the California International
Spirits Competition as
"Best Tasting Mezcal of 2014 "
Silver Medal awarded at the
New York International
Spirits Competition

7. 6
- Sale Price
- Popularity
- Brand Personality
- International Awards
- We have not granted any
exclusives
- Efficiency in Marketing
Costs
WEAKNESSES
Los Danzantes Mezcal Marca Negra Mezcal Unión Sabios de Lua
COMPETITION
STRENGTHS AND WEAKNESSES OF MIEL DE TIERRA RELATIVE TO THE COMPETITION
- Distribution
- Team: Salespeople, Brand
Managers, Administrators,
Operators
- Economic Resources
STRENGTHS
THE COMPETITION

8. 5
MARKET SIZE
META-MARKET
SEX:
MALE
AGED 23 TO 45
SOCIOECONOMIC
STATUS:
MIDDLE - HIGH
Size of the tequila /
mezcal market in the USA:
4.5 Billion
Dollars
Size of the tequila /mezcal
market in Mexico:
3.5 Billion
Dollars

10. Miel de Tierra's strategy to achieve positioning is to utilize aggressive,
constant and low-cost marketing techniques across
non-conventional communication media.
MARKETING STRATEGY
SOCIAL NETWORKS
Facebook, Twitter,
Instagram
SEARCH ENGINE
OPTIMIZATION
OPINION LEADERS POINTS OF ON-SITE
CONSUMPTION
(Bars, Restaurants, etc)
8
MARKETING AND
PUBLICITY EXPENSES
TOTAL: $XXX
- Marketing Expenses: X% of sales
- VS X % of new brands.

12. TRACTION TO DATE
10
SALES
CUMULATIVE SALES OF:
2014 - $XX
+ 2015 - $XXX
$XX
BRAND
VALUE
FACEBOOK
INSTAGRAM
PARTICIPATION IN SOCIAL NETWORKS
MIEL DE
TIERRA
LOS
DANZANTES
MARCA
NEGRA
UNIÓN SABIOS
DE LUA
32,993
6,566
9,973
167
5,108
1624
4,201
2,839
1,472
3,241
EXPORTS
X%
NATIONAL
WHOLESALE
AND SHOPS
+11
X%
MARGIN
POINTS OF
ON-SITE
CONSUMPTION
RESTAURANTS
-Grupo Pangea
-La Buena Barra
-La Nacional
-Gallo 71
-El Granero
-Muelle 17
+ 30
X%
MARGIN MARGIN
$X – with taxes

13. FINANCIAL HISTORY
FROM JANUARY 2014 TO DATE
Costs and
Expenses
Sales
Profits
DISTRIBUTION OF EXPENSES
PERCENTAGE OF SALES BY DISTRIBUTION
CHANNEL
64% Selling Costs
36% Other Expenses
40% Direct
33% Wholesale
and Local Shops
27% Points of On-Site
Consumption
SALES IN NUMBER
OF UNITS SOLD:
2014: X units
2015: X units

14. GROWTH STRATEGY
- UNTOUCHED MEZCAL MARKET
- ATTRACTIVE MARGINS
- SUPPORT WITH IMPORTERS
- CONFIRMED SALES ORDERS OF XXX
UNITS
- EXPANDING MEZCAL MARKET
- DEVELOPMENT OF NATIONAL DISTRIBUTION
TEAM
- MARKETING STRATEGY
- SUPPORT WITH FLOW OF IEPS (Special Tax
on Production and Services)
PROSPECTS
XXX
10
X%
MARGIN

15. FINANCIAL PROJECTION
WITHIN THE NEXT 5 YEARS
Costs
Sales
Profits
PERCENTAGE OF PROJECTED SALES BY DISTRIBUTION CHANNEL
39%
Wholesale
14%
Points of
On-Site Consumption
47%
Exports
Y1
29%
Wholesale
13% Points of
On-Site Consumption
58%
Exports
Y2
23%
Wholesale
11% Points of
On-Site Consumption
66%
Exports
Y3
TOTAL: X units TOTAL: X units TOTAL: X units
Y5Y4Y3Y1 Y2

16. CAPITAL NEEDED
$XXX USD
Detailed use of resources, and financial projections, will be supplied separately

17. ADDENDUM

18. UPCOMING PROJECTS

19. UPCOMING PROJECTS

20. Av Manuel Gómez Morín 1105-F-204, Col. Carrizalejo, San Pedro, Garza García, Nuevo León,
Tel. +521 (81) 12 177 96 38 / www.mieldetierra.com
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