South of the Border Consultants

EXECUTIVE SUMMARY

In recent years, Don Julio has been on the rise in the ultra premium tequila category. Although it is the #1 tequila in its home country of Mexico, competitors such as Patron and Jose Cuervo have dominated the US market. Currently, Tequila is growing fastest in the premium and super-premium categories, and this is because millennials aren’t drinking more, they’re drinking better. This can be seen as an opportunity for Don Julio to move up in the market.

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For millennials in South Carolina looking to live their best life, there’s finally a spirit, Don Julio premium tequila, that allows you to balance your social life with wellness because Don Julio himself made it Mexico’s #1 Tequila through his commitment to a small batch distilling process that captures the great tasting benefits of the agave plant.

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Less sugar, fewer calories, health benefits, and an adventure in every sip.

To cement Don Julio’s legacy in South Carolina, we have prepared a comprehensive marketing plan detailing why Don Julio is the only choice for staying healthy without sacrificing the party and how we plan to increase sales of the Don Julio Blanco in South Carolina by 89% by increasing case sales by 4,500 in 3 years. We plan to do this by increasing brand awareness by 30% in year 1, increasing user trial by 45% in three years and acquiring a restaurant partnership in Columbia, Charleston, Hilton Head, & Greenville for the next 3 years.

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TABLE OF CONTENTS

03 MEET THE TEAM

04 SITUATION ANALYSIS

36 MARKETING PLAN

48 POSITIONING STATEMENT

59 INTEGRATED MARKETING COMMUNICATIONS PLAN

74 FINANCIAL PROJECTIONS

80 IMPLEMENTATION & CONTROLS

83 TIMELINE

84 APPENDIX

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MEET THE TEAM

Tim Eidem

Kayla Shah

Miranda Clark

Caitlin Slee

Max Carroll

Joe Perez

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SITUATION ANALYSIS

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COMPANIES

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• Represents over 200 brands globally
• Diageo brands represent 11% of all tequila sales in the United States
• Over 30,000 team members dedicated to growing businesses like Don Julio

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• Family owned business with a history of quality over quantity
• Competing in the mix of the top 5 tequila brands
• 3rd largest brand in Tequila revenues

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• Leading North American beverage wholesaler
• Experienced marketing team working with local partners to generate new business and grow current
• Represents a portfolio that generates more than $5 billion annually
• Only distributor of Don Julio in South Carolina

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DON JULIO BACKGROUND

Don Julio is a popular brand of tequila that is produced in Mexico. It is considered the largest brand in value and eighth largest in volume and is distributed in the United States by Diageo. Don Julio was originally founded by Don Julio González-Frausto Estrada in 1942, when he began distilling tequila at age 17 in Jalisco, Mexico. He spent the next 40 years trying to perfect it by cultivating the best agave plants around.

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Don Julio's first original tequilas were made to be shared with friends only. But eventually word got out about Don Julio because of the quality of his tequila and shortly after he officially founded a company to sell his tequila.

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Don Julio is known for their 100% agave tequila. Don Julio is also known for creating the ultra-premium tequila segment and even created the world’s first añejo claro. All of the tequilas use only the finest 100% blue agave plants. Don Julio tequila’s exceeds the minimum aging period required to guarantee the best tasting tequilas around. The main tequilas that they sell are:

Blanco-Reposado-Añejo-70-1942-Real

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SPIRITS INDUSTRY

The alcohol industry is an industry that is ever changing. There are always new trends developing and changing consumer tastes. It’s also constantly growing and is expected to continue growing into the future. The main components of the alcohol industry include beer which is the largest in terms of market share at around 45%, closely followed by spirits at 37%. After that it is wine which trails by around 20% from spirits. The wine and spirits industries have both been experiencing steady growth for the past decade while beer has remained fairly stable. One reason for the continued growth of the alcohol industry is the continued growth in population and with that the number of people who choose to purchase alcohol. That coupled with how often people choose to drink makes the alcohol industry one of the largest in the world.

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ALCOHOL INDUSTRY

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TEQUILA INDUSTRY

“There’s a gold rush in Tequila right now. It’s a very competitive category and ultimately there will be a shake-out.”-KEN AUSTIN, AVIÓN TEQUILA

It is no surprise to industry specialists that Tequila is growing fastest in the premium and super premium categories, and it didn’t just happen overnight. In 2015, total tequila volumes increase 4.5 percent, and then again in 2017 with a 5.1 percent increase according to Impact Databank and Euromonitor International. A periodical from the Beverage Industry reports that in 2018, tequila led the category in volume and value growth in both off-premise and on-premise sales with on-premise sales increasing by 7.1 percent. In 2018, the top 10 tequila brands produced sales totaling $520,314,781 which is a 12.7 percent change from 2017.

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SOUTH CAROLINA TEQUILA INDUSTRY

Overall, Americans drink more tequila than any other nation on Earth. South Carolina currently owns a 1.1% share of tequila sales in the US. (California owns a 21% share).

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Breakthru Beverages sells approximately 2.1M cases of wine/beer and spirits annually and over 9.5 K cases of Don Julio, so Don Julio is less than ½ percent share of annual case volume.

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The sale of Don Julio is spread fairly evenly between Charleston, Columbia, Greenville, Hilton Head and Myrtle Beach. Those are the top cities in South Carolina purchasing Don Julio. See the graph to the left for a visual representation of the of which cities are the top buyers and the fairly equal distribution of the Don Julio market throughout these cities. Based off of the graph of Don Julio’s Top 100 Accounts in SC, Bills Liquors & Fine Wine is the largest account and it is located in Summerville and buys 406 cases. Rollers Wine & Spirits is the second largest consumer located in Hilton Head consuming 377 cases. Charleston received about 1107 cases of Don Julio, Columbia received about 654, Myrtle Beach recieved about 1152 cases. Greenville received about 806 and Hilton Head received about 578 cases.

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CONSUMER TRENDS

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• Millennials, tequilas main consumer, are getting sober but drinking better when they decide to drink
• Tequila is traditionally served in shots, but bartenders are experimenting more with cocktails
• In total, education in Americans is rising in numbers of people with higher education. People are becoming more educated about what they’re putting into their bodies.
• Tequila’s main consumer is female

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OUR RESEARCH: DRINKING HABITS

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CORE BUSINESS OBJECTIVE

INCREASE SALES OF DON JULIO BLANCO TEQUILA IN SOUTH CAROLINA BY 124% BY INCREASING CASE SALES BY 6,239 IN 3 YEARS

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MARKET STRUCTURE

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COMPETITIVE FRAMEWORK

Direct

Indirect

Other Premium Tequila

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Value Tequila

Premium Liquors

Non- Premium Liquors

Hard Seltzers

Craft Beers

Domestic Beer

Wines

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SWOT

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STRENGTHS

• FAMILY OWNED, ALREADY HAS AN ESTABLISHED STORY
• NUMBER 1 PREMIUM TEQUILA IN MEXICO
• OWNED BY DIAGEO
• MOVER IN PREMIUM TEQUILA MARKET
• EMPHASIZE THE MANY HEALTH BENEFITS OF DRINKING TEQUILA

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Don Julio first and foremost was made with the consumer in mind. Don Julio Gonzalez, the founder of Don Julio tequila, chose to make a tequila that favored quality over quantity, choosing only the best agave plants for his tequila. The same story of Don Julio exists today in a product that shows the passion and hard work of their makers and their respect for the plant.

Don Julio also has an advantage in the market by being backed by industry leaders Diageo and Breakthru Beverages in South Carolina. Diageo is one of the largest wholesalers in the world and Breakthru Beverages is the largest distributor in South Carolina. Backed by these industry leaders, Don Julio can aggressively compete in the South Carolina premium tequila market against any other brand.

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Don Julio also has a commitment to quality through it’s handmade distilling process and top of the line agave that has provided a healthy alternative for tequila drinkers, and premium spirit drinkers alike.

Don Julio also has a large following in the world of Social Media. Primarily using Instagram and Facebook, we can use our large social media following to increase our brand awareness, especially in the millennial generation, a segment we are considering pursuing in the future. If we’re able to become the industry leader on all relevant platforms to our consumers then we’d be able to reach like minded people and grow our target segments.

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WEAKNESSES

• LOW BRAND AWARENESS
• DON JULIO WEBSITE IS NOT CLEAR ABOUT BUYING IN SC
• LOW YOUTUBE PRESENCE
• LITTLE/NO MARKET SHARE FOR MIXED DRINKS

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There were many internal problems that could stand as a weakness for them. A big weakness Don Julio currently has is that their website is very confusing for a consumer who is trying to buy their product online, especially in South Carolina. If you look at the diagram below you will see that it says currently only available in certain states. South Carolina not being one of them. It also can go unnoticed that there are two places you can buy alcohol online from on the Don Julio website. You can buy from Drizly and also Reserve Bar. Currently you can’t buy alcohol online in South Carolina from Drizly, but you can buy it online from Reserve Bar. This means the picture diagram

that states its not available in South Carolina only applies

to Drizly and might have made sales drop for Reserve Bar

for South Carolina residents.

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Another weakness Don Julio has is that it’s Youtube presence is almost nonexistent compared to its competitors. Patron currently posts one drink recipe a week that you can make with their products, while Don Julio has not posted a youtube video in 3 years.

In a market with high barriers to enter and an established consumer base, brand awareness can make or break a company’s success. Our survey results (See Exhibit B in Appendix) show that our respondents have significantly low awareness for Don Julio compared to the top two players, Jose Cuervo and Patron. Don Julio is the most common brand our respondents are “somewhat familiar” with, receiving 38% (28 votes) in that category. Meanwhile, Jose Cuervo received 53% (39 votes) of the “very familiar” category, and Patron led the pack for “moderately familiar”, with 30% (22 votes), as well as securing the second most “very familiar” votes. Evidently, Don Julio is facing an uphill battle not only in production, but in brand awareness.

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THREATS

• WELL ESTABLISHED COMPETITION
• PREMIUM/ULTRA-PREMIUM ONLY REPRESENTS 5% OF THE TEQUILA MARKET
• NOT THE ONLY 100% BLUE AGAVE TEQUILA

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Jose Cuervo began producing and distributing tequila in 1795, making it by far the longest existing tequila company in the world. With over 200 years of producing tequila, they’ve been able to find their place in the market, controlling over 27% of the market’s volume sales in 2018 (Statista). Patron on the other hand, didn’t start distributing tequila until 1989, but they produced just 12,000 bottles in their first year of operations, with that number skyrocketing to over 2.5 million 9-liter cases in 2018.

Jose Cuervo now beginning to use a similar if not identical distillation process for their reposados, Don Julio can no longer boast being the only 100% blue agave distiller in the game. With Jose Cuervo already dominating Don Julio in overall sales volume, losing this separation will most likely hurt Don Julio’s sales, forcing them to find a new way to create separation in the consumer’s eyes.

According to the results from our survey(See Appendix), consuming tequila in the form of shots is by far the most popular method, receiving almost 3/4ths (73%) of the vote. Since this is the case, brand recognition is key to what brand consumers ask for when ordering or purchasing tequila. With Don Julio being on the middle to lower end of the spectrum as far as brand awareness goes, their focus should be turned to expanding their mixed drink market share.

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Margaritas are without a doubt the most common mixed drink in the tequila industry because of the sugar/salt and lime masking part of the taste of the tequila itself. The taste of tequila is one that has to grow on you, and 30% of our survey respondents never drink tequila specifically because they don’t enjoy the taste. Jose Cuervo is the industry leader in margarita mixes, with “ready to drink” options as well as “just add tequila” mixes. This is threatening to Don Julio because there is an entire market of consumers who only enjoy tequila in mixed beverages, and Don Julio doesn’t sell similar products. They list numerous recipes on how to make certain mixed drinks, but there are no outlets/links to follow to purchase kits as a whole or “ready to go” mixes like Jose Cuervo does.

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OPPORTUNITIES

“Tequila is in the middle of a renaissance; once a spirit associated with sugary Margaritas or with its flavor masked by salt and lime, tequila is now a spirit sipped, savored and appreciated” -Caleb Bryant, Senior Beverage Analyst at Mintel

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• MARKET TRENDS ARE CALLING FOR BETTER QUALITY ALCOHOL
• TEQUILA IS THE MOST RAPID GROWING SPIRIT IN THE US
• DIAGEO COMPETITORS CHANGING EFFORTS (Constellation Spirits)
• GAPS IN ONLINE AND LOCAL MARKETING TOOLS

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There are three main opportunities present for Don Julio. The first is that there is a huge upward trend in the United States tequila market that Don Julio can capitalize on. The market in the U.S. is growing much faster than the market in South Carolina. If we can get our growth to match the growth of the national tequila industry then we would be a leader in the state of South Carolina.

Don Julio’s digital footprint in areas it is currently lacking such as Youtube and Google search ads. Many other companies are posting regularly on Youtube posting things such as recipe videos. We see this as an opportunity for Don Julio to grow in the digital world and possibly reach a younger audience, a target segment we will be looking into for the future.

Lastly, Don Julio could impressively position themselves in events happening in South Carolina such as the Heritage Golf Tournament and other fun and active events to help show and emphasize the many health benefits that Don Julio provides you with. Events are great opportunities to align Don Julio products with things that our target consumers enjoy already such as active events such as golf tournaments, runs, and fitness conventions . Pushing presence in spaces where our target market lies is a way to increase our brand awareness and trial.

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IMPLICATIONS OF OUR RESEARCH

• USE CURRENT RELATIONSHIPS AND LOCAL OPPORTUNITIES TO INCREASE BRAND AWARENESS
• CREATE INNOVATIVE EXPERIENCES FOR CONSUMER TO ENJOY DON JULIO THAT MATCH CURRENT TRENDS
• NARROW TARGET MARKET TO CREATE THE IDEAL CONSUMER PROFILE

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BENEFIT LADDER

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BENEFITS

• “I am making a health conscious choice by choosing Don Julio”
• Supports a well-being focused lifestyle
• Distilled with few, natural ingredients with focus on quality

VALUE

Allows consumer to have peace of mind about the quality of their drink so they don’t have to sacrifice a good time

FEATURES

• 100% blue agave
• distilling process
• organic
• boosts immune system & energy levels

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ABOUT THE AGAVE PLANT

• LOW GLYCEMIC INDEX → DIABETICS CAN ENJOY
• NON-DIGESTIBLE → LOWER YOUR CHOLESTEROL
• CAN HELP WEIGHT LOSS
• CAN HELP FIGHT OSTEOPOROSIS
• INCREASE ENERGY LEVELS
• BOOST IMMUNE SYSTEM
• ORGANIC
• SLEEP AID

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“Our tequila may be hitting an impressive stride, but it is our craft, credentials and integrity that will continue to set us apart.”

- Rodolfo Aldana Marketing Director from Don Julio

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MARKETING PLAN

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CORE MARKETING OBJECTIVES

• INCREASE BRAND AWARENESS IN SOUTH CAROLINA BY 30 % IN 1 YEAR THROUGH METHODS OF COMMUNICATION
• INCREASE USER TRIAL BY 45% IN SOUTH CAROLINA BY YEAR 3
• ACQUIRE A PARTNERSHIP IN EACH MAJOR CITY OVER NEXT 3 YEARS
• Columbia, Charleston, Hilton Head Island & Greenville

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SOURCE OF VOLUME

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TARGET AUDIENCE

• PRIMARILY WOMEN
• SECONDARY: MALES
• AGE RANGE 24 to 36
• COLLEGE EDUCATED
• HEALTH CONSCIOUS
• MIDDLE INCOME
• DRINK SOCIALLY
• COLUMBIA, CHARLESTON, HILTON HEAD, & GREENVILLE
• EXPERIMENTAL WITH ALCOHOL

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CONSUMER PROFILES

Brenna, Lauren & Megan

• 25y/o
• 40,000-55,000 income
• Graduated from USC in 2016
• Attend Barre classes every MW together
• Shop local, and get their fruits and veggies from organic markets
• Drinking occasions include higher end happy hours and festivals 1-2 times a week

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CONSUMER PROFILES

Josh, Chris, & Michael

• 28 y/o
• 50,000-60,000 income
• Bachelor's degree, potentially pursuing masters degrees
• Frequent higher end happy hours with live music & sports viewings
• Cares about physique, image, and how they present themselves to friends

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CONSUMER INSIGHTS

“Damn, I’m sick of rum and diet coke”

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“I never knew that high-quality tequila tasted so good”

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“I’m trying to drink healthier and switched from beer to seltzers”

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POINT OF DIFFERENCE

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“DON JULIO BLANCO TEQUILA PRIDES ITSELF IN BEING THE HEALTHIEST PREMIUM TEQUILA THAT YOU CAN TRUST”

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REASONS TO BELIEVE

• Great tasting agave with numerous health benefits

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• Don Julio has focused solely on perfecting the distilling process for each of their 6 main tequilas, ensuring quality in every bottle

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• Don Julio is the #1 tequila in Mexico, imagine what we can do in South Carolina

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PERSONALITY OF DON JULIO

CHARACTER: DEDICATED, TRUSTED, VIBRANT

TONE: SOPHISTICATED, EXCITING

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MESSAGE

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Try Don Julio, the premium tequila made with a handcrafted distilling process meant for those who know how to be healthy without sacrificing the party.

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REACTIONS

“I didn’t realize how healthy tequila

is, I want to start drinking it now”

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“My favorite blogger likes tequila…

maybe I will give it a try”

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“I want to find a low calorie tequila drink recipe to

order the next time we are at happy hour”

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“If I’m ordering tequila to be healthy, I should order

Don Julio - I heard it’s the most natural”

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POSITIONING STATEMENT

For millennials in South Carolina looking to live their best life, there’s finally a spirit, Don Julio premium tequila, that allows you to balance your social life with wellness because Don Julio himself made it Mexico’s #1 Tequila through his commitment to a small batch distilling process that captures the great tasting benefits of the agave plant.

Less sugar, fewer calories, health benefits, and an adventure in every sip. Healthy without sacrificing the party...Don Julio

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EVENT SPONSORSHIP

RESTAURANT COLLABORATION

DIGITAL MARKETING

INTEGRATED MARKETING COMMUNICATION PLAN

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COOPER RIVER BRIDGE RUN

Charleston, SC

April 2020-2023

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COOPER RIVER BRIDGE RUN- COST

Finish Festival & Awards Sponsorship- $15,000

• Company logo on all awards
• Company banner and logo displayed at Award Ceremony Stage in heart of Finish Festival throughout the Finish Festival, and Health & Wellness Expo, and along race route
• Complimentary Booth at Health & Wellness Expo
• Complimentary Tent at Finish Festival
• Full page ad in Cooper River Bridge Run Souvenir Magazine

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Partnership with Ruru’s- ~$1,000

• Bar set-up
• Bartenders
• Promotional materials
• Restaurant gets advertising and profits from tequila sales

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COOPER RIVER BRIDGE RUN- WHY

• 40,000-65,000 participants expected
• 58% of participants from SC (so 23,200-37700)
• 60% female 40% male
• Median age between 24-42
• 87% of participants make at least $50k, 47% make at least $100k
• 85% of respondents have at least bachelor's degree
• 3rd largest 10k in the nation

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SEE SPOT RUN 5K

Columbia, SC

May 2020-2023

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SEE SPOT RUN 5K- COST

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SEE SPOT RUN 5K- WHY

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• Columbia ranks #4 in list of U.S. cities millennials are calling home
• Estimated 44% of households own at least one dog in Columbia
• A fun way to be active and enjoy time with friends and pets

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THE NESS FEST

Greenville, SC

October 2020-2023

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THE NESS FEST- COST

15’ x 15’ Private Island: $2000

• 360- degree view of festival with no other vendors
• 3 6ft banquet tables, 6 folding chairs, 3 linens, event signage
• 6 badges
• Opportunity for customization with management

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Partnership with Husk Restaurant- ~1,000

• Bar set-up
• Bartenders
• Promotional materials
• Restaurant gets advertising and profits from tequila sales

THE NESS FEST- WHY

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• 21,040 people in greenville from our population
• Health and Wellness Festival that advertises year round in Greenville
• Opportunity for people to come and learn about wellness while participating in fitness classes and events from every skill level & interest
• Only only liquor sponsor is Ketel One- no competition for Don Julio

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RBC HERITAGE GOLF TOURNAMENT

Hilton Head, SC- 2020

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RBC HERITAGE GOLF TOURNAMENT- COST

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Partnership with Holy Tequila- ~1,000

• Bar set-up
• Bartenders
• Promotional materials
• Restaurant gets advertising and profits from tequila sales

Heritage Lawn Expo: $10,00

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• “Place to be” location between holes 16-18
• 10’ x 20’ tent
• Promotional materials

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RBC HERITAGE GOLF TOURNAMENT- WHY

• 135,000 people attended the RBC Heritage in 2019
• 58% of spectors earn $100,000 annually
• 75% have at least a bachelor’s degree
• Reaches millions of viewers on TV via The Golf Channel and CBS Sports

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MENU FOR EVENTS

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GEOFENCING

• Gives companies the potential to target consumers in a specific geographic area
• Uses GPS and Radio Frequency Identifiers to create the area
• The growing use of smartphones makes it even more important to marketers
• Ties the ad with a specific business that falls within the geographic area
• Encourages shoppers to visit a nearby business
• Businesses pay to have their brand be advertised either on social media, mobile advertising or app notifications

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PROMOTIONAL ITEMS

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YOGA MATS

EXERCISE BANDS

WATER BOTTLES

KOOZIES

STRESS BALLS

SUNGLASSES

GOLF BALLS

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RESTAURANT COLLABORATIONS

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PUBLICO- COLUMBIA, SC

We chose Publico as the spot to host health events in Columbia because of its fun upbeat environment that already attracts health conscious, fun loving millennials. Publico also just added a huge outdoor patio area, which is perfect for a space to do yoga and drink with friends. We spoke to the manager, Kelly, and she said Publico is happy to do events such as this and has done similar events in the past. Our health event would include a yoga class and a healthy margarita drink featuring Don Julio. We could even feature healthy menu options which publico has plenty of such as salads or vegetarian tacos. We spoke to a local yoga teacher, Logan Griffith, who would charge $50 for an event such as this but the rest of the event would not cost any money for us. The manager at Publico mentioned they would not require any money for us because their profits would come from selling the margaritas. We would pay $50 per class to the teacher, and another $50 each class for things like promotional items and free samples. Doing this each week over three years would total to $15,600.

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CANTINA 76- GREENVILLE, SC

We chose Cantina 76 in Greenville because of its multiple locations throughout SC, as well as its proximity to Greenville Yoga, which offers many different classes focusing on health and productivity. Cantina 76 is already the Mexican restaurant of choice for our demographic, so securing a sponsored location in Greenville may also add value to Cantina’s locations in Columbia and Charleston by way of brand association.

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Greenville Yoga’s “Yoga in Your Workplace” sessions are the perfect way to promote mental health and wellbeing while being sponsored by the world’s healthiest tequila. This partnership will allow classes to be held two Sunday mornings per month while Cantina 76 is open for brunch. During March, April, and May, however, we will host a class every week. At a maximum cost of $155 per session, we’ve estimated the total cost for a three year commitment to be $13,950.

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TACO BOY- CHARLESTON, SC

We chose Taco Boy in Charleston because of its popularity in all 3 of it’s locations, it’s tequila menu which only offers high quality tequila including Don Julio, and their owners who are active in their community and share the same values as our target market. They host events year round and already have our target market as their customers. For our event, we will be doing a monthly pilates class that rotates between their 3 locations that all have outdoor spaces and then a specialty menu featuring healthier drink alternatives made with Don Julio. These events will total $14,400 for a three year partnership.

instagram.com/tacoboychs

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HOLY TEQUILA- HILTON HEAD ISLAND, SC

Holy Tequila in Hilton Head offers traditional mexican dishes and upscale tequila drinks. We picked this place because of its popularity with locals, outdoor space, and wide selection of only premium tequilas. They currently sell Don Julio, but Lunzaul sits as their house tequila which gives us an opportunity for a Don Julio night once a week. For this ambiance, we plan to partner with local Zumba instructors to offer a “Dance with Don Julio” class once a week which would total $12,240 for 3 years. Zumba often features Latin American music and would be perfect for attracting a crowd.

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OTHER LOCATIONS FOR ON-PREMISE EVENTS & TASTINGS

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SOUTH CAROLINA DON JULIO INSTAGRAM

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• We wanted to do an Instagram campaign that would exclusively market to people in South Carolina. It will promote the wellness events in the different South Carolina cities we are focusing on, Greenville, Charleston, Hilton Head, & Columbia. It will also include healthy recipes for drinks and healthy tacos. We chose Instagram as the platform we would market through to best reach millenials. The Instagram handle will be @DonJulioSC.

DISTRIBUTION

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DON JULIO TEQUILA

BREAKTHRU BEVERAGE

RETAIL STORES

RESTAURANTS/BARS

CONSUMERS

CONSUMERS

DIAGEO

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FINANCIAL INFO & PROJECTIONS

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PRODUCT & PRICING

Don Julio Blanco Tequila 750ml

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DEMAND FORECAST

Blanco 750ml

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DEMAND FORECAST

Blanco 750ml

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• Blanco sales rose 25% this year

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• 300 key retailers total 85% of BTB’s sales

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• Reorder rate in SC = 41%

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3 YEAR P&L

Highlights

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IMPLEMENTATION & CONTROLS

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KEYS TO SUCCESS

• Acquire booths & sponsorships for major SC Wellness events
• Establish relationships with restaurants for collaborations/tastings
• Introduction of a mini bottle in major SC liquor stores
• Maintain relationships over the three year period to ensure continuation

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RESPONSIBILITIES & RESOURCES

We believe we can execute this plan with Breakthru’s current work force and sales teams.

Monitor the availability of events and change sponsorship of the health and wellness events and races if they become unavailable.

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2020 TIMELINE

January- Roll out plan to BTB associates, establish relationships between on-premise sales managers & restaurants for event planning, roll out mini-bottles in SC liquor stores, plan sponsorships for events

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February- Host first monthly wellness & DJ event in each respective city

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April- Cooper River Bridge Run Sponsorship & RBC Heritage Tournament

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May- See Spot Run 5K and Cinco de Mayo party with Publico collaboration

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June- Six month sales evaluation & ongoing wellness events

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October- Ness Fest Sponsorship in Greenville, SC

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December- Year End Review/ Prep for next years events & sponsorships

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APPENDIX

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What you can do to burn off a shot of Don Julio Blanco

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Exhibit A

Exhibit B

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Exhibit C

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Survey Results:

Question: How often do you consume alcohol?

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Question: How often would you say you drink tequila?

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Exhibit D

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WORKS CITED

Alcoholic Beverage Market Size, Share, Trends, Analysis, Report, 2024. (n.d.). Retrieved October 10, 2019, from https://www.grandviewresearch.com/industry-analysis/alcoholic-beverages-market.

Alcoholic Beverages: A Key Category of the Beverage Industry. (2015, March 27). Retrieved from https://marketrealist.com/2015/03/alcoholic-beverages-key-category-beverage-industry/.

Exclusive deals & Insider Promotions. (n.d.). Retrieved November 10, 2019, from https://www.cwspirits.com/blog/history-and-origin-of-patron-tequila.html.

How Much Does Geofencing Cost?: Geofencing Price Breakdown. (n.d.). Retrieved from https://www.webfx.com/internet-marketing/geofencing-cost.html.

Luxury Premium Tequila: Official Site. (n.d.). Retrieved September 10, 2019, from https://www.donjulio.com/en-us.

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Micallef, J. V. (2019, January 17). The Future Of Ultra-Premium Tequila. Retrieved September 29, 2019, from https://www.forbes.com/sites/joemicallef/2019/01/17/the-future-of-ultra-premium-tequila/#641eb75716ad.

Pham, M. (2019, January 17). Tequila Don Julio Launches Don Julio 70, The World's First Añejo Claro. Retrieved November 28, 2019, from https://www.houstonpress.com/restaurants/tequila-don-julio-launches-don-julio-70-the-worlds-first-aejo-claro-6410273.

Research, Z. M. (2018, August 10). Global Alcoholic Beverages Market Will Grow Over USD 1629 Billion By 2024: Zion Market Research. Retrieved from https://www.globenewswire.com/news-release/2018/08/10/1550423/0/en/Global-Alcoholic-Beverages-Market-Will-Grow-Over-USD-1629-Billion-By-2024-Zion-Market-Research.html.

Shanken, M. (2015, May 15). Mixology: Tequila –. Retrieved from http://marketwatchmag.com/tequila-mixology-may-2015/.

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WORKS CITED CONTINUED

The Power of Geofencing and How to Add It to Your Marketing. (n.d.). Retrieved from https://www.salesforce.com/products/marketing-cloud/best-practices/geofencing-marketing/#.

U.S. alcohol industry market size 2015-2020. (n.d.). Retrieved September 18, 2019, from https://www.statista.com/statistics/491248/alcoholic-drinks-united-states-market-value/.

U.S. Census Bureau QuickFacts: South Carolina. (n.d.). Retrieved from https://www.census.gov/quickfacts/SC.

Wilson, R. (2018, September 10). Top 10 Trends Affecting the Spirits Industry: L.E.K. Consulting. Retrieved October 10, 2019, from https://www.lek.com/insights/ei/top-10-trends-affecting-spirits-industry.

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