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2. BOLS GENEVER The next great US brand, the next great US category www.bolsgenever.com Lucas Bols Legal Lines 2010 3. BOLS GENEVER Chapter 1 THE PRODUCT STORY BRAND PRESENTATION Lucas Bols Legal Lines 2010 4. BOLS GENEVER 1575 Bols starts distiling liqueurs 1664 Bols starts distilling Genever In the 19th century cocktails and Genever flourish: 1820sBols Genever recipe optimized andexported to the USA 1862Jerry Thomas first cocktail book made 1in 4 classic cocktails with Genever e.g. The Original Collins 1880Genever outsells gin 6:1 in the USA 1920/1945Prohibition and WW2 stop exportof Genever out of Holland 2008 Bols Genever gets reintroduced in theUSA TITLE OFTHE PRESENTATION Lucas Bols Legal Lines 2010 A RICH HISTORY 5. BOLS GENEVER What is it? Lucas Bols Legal Lines 2010 6. BOLS GENEVER A BLENDED SPIRIT Lucas Bols Legal Lines 2010 Malt Wine + Botanical Distillate + Juniperberry Distillate + Neutral Grain Alcohol + Water 7. BOLS GENEVER

High percentage of malt wine (rye, wheat and corn) for smooth, malty flavor (>50%)

Traditionally low distilled for more flavor, up to 47% in traditional copper pot stills

BRAND PRESENTATION Lucas Bols Legal Lines 2010 MALT WINE BASE 8. BOLS GENEVER

Juniper Berry distillate from juniper

berries soaked in malt wine and distilled

Botanicals distillate for fresh subtle flavor balance

BRAND PRESENTATION Lucas Bols Legal Lines 2010 BOTANICALS Anise Juniper Cloves Licorice Ginger Hops Angelica Root 9. BOLS GENEVER

42% alcohol for optimal mixability

Crystal clear color, unaged

BRAND PRESENTATION Lucas Bols Legal Lines 2010 PERFECTLY BLENDED 10. Inspired by the past to create the best for today

Bols Genever is based on the original 1820 recipe that was rediscovered

11. BOLS GENEVER TITLE OFTHE PRESENTATION Lucas Bols Legal Lines 2010 4 MAINCOCKTAIL SPIRITS Whiskey Rum Brandy Genever In the 1800s 12.

Author of the first ever cocktail book in 1862

Included many Genever recipes, several of which are still popular today

BOLS GENEVER TITLE OFTHE PRESENTATION Lucas Bols Legal Lines 2010 JERRY THOMAS 13.

Jerry Thomas book and many cocktail books after contain recipes for:

• TheJohnCollins with

• • Genever, Lemon Juice, Sugar Syrup, Soda Water

• The Holland House with

• • Genever, Dry Vermouth, Lemon Juice, Maraschino Liqueur

In 1880 Genever outsells Gin by 6 to 1

BOLS GENEVER TITLE OFTHE PRESENTATION Lucas Bols Legal Lines 2010 THE ORIGINAL COLLINS 14. BOLS GENEVER TITLE OFTHE PRESENTATION Lucas Bols Legal Lines 2010 PROHIBITION & TWO WORLD WARS = End of Genever export 15. BOLS GENEVER Chapter 2 RENAISSANCE BRAND PRESENTATION Lucas Bols Legal Lines 2010 16.

David Wondrich

• Cocktail expert and historian

• Spirits writer for Esquire

• Author of a new guide to mixology based on Professor Jerry Thomas book

• Includes Genever and many Genever based cocktails

BOLS GENEVER TITLE OFTHE PRESENTATION Lucas Bols Legal Lines 2010 A RESURGENT CLASSIC COCKTAIL MOVEMENT Genever is poised to undergo the same revival 17.

Awarded prestigious A.O.C. status in 2007

Includes Holland and a few neighboring areas

BOLS GENEVER BRAND PRESENTATION Lucas Bols Legal Lines 2010 A.O.C. 18. BOLS GENEVER

Modeled after the original Genever bottles

Signature grey glass

Calligraphy modeled after the traditional Dutch window designs

BRAND PRESENTATION Lucas Bols Legal Lines 2010 THE BOTTLE 19. BOLS GENEVER How do we describe it? Lucas Bols Legal Lines 2010 Chapter 3 20. WE FOUND A REAL LIFE REFERENCE POINT FROM BARTENDERS When talking to other bartenders about mixing Bols Genever, I tell them to think of it like an unaged whisky or and Irish whiskey.-Jim Meehan, PDT New York It has this malty, complex flavor that you usually dont find in a white spirit. -Matt Piacentino, Inoteca New York I describe it as a malty nose at first blush and a sweet note at the finish. -Emily Stanley, Greene Street Boston 21. AND FROM THE PRESS 22. BOLS GENEVER

Comparing Bols Genever to Gin is very unsuccessful because:

• Bols Genever does not deliver on Gin taste

• Bols Genever often does not mix as a gin (do not mix it with Tonic!)

• Gin drinkers are not our target

• Bols Genever has a much higher price than any Gin

• Gin category has a low volume potential

BRAND PRESENTATION Lucas Bols Legal Lines 2010 23. BOLS GENEVER

Comparing us to Whiskey is a successful way to describe the Bols Genever taste

Bols Genever has:

• The taste complexity and taste profile of whiskey

• The same cocktail/mixing possibilities as a whiskey (Coke, Manhattan)

• The same price range as a whiskey

• Whiskey has volume potential

BRAND PRESENTATION Lucas Bols Legal Lines 2010 24. BOLS GENEVER And we are as clear and easily mixable as a Vodka Perfect for making the One Ingredient Martini BRAND PRESENTATION Lucas Bols Legal Lines 2010 25. BOLS GENEVER CONSUMER COMMUNICATION Bols Genever is Genever Its like nothing else out thereFull of flavor yet highly mixable Combining the best of both whiskey and vodka. BRAND PRESENTATION Lucas Bols Legal Lines 2010 26. BOLS GENEVER Chapter 4 DRINK STRATEGY BRAND PRESENTATION Lucas Bols Legal Lines 2010 27. Cocktails BOLS GENEVER Lucas Bols Legal Lines 2010

John Collins

White Manhattan

Dutch Blood & Sand

Dutch Martini

Genever functions and mixes (mostly) like a whiskey 28. Genever Neat Dutch Courage BOLS GENEVER Lucas Bols Legal Lines 2010 29. BOLS GENEVER Kopstootje (cop-stow-tje)A.K.A. Little Headbutt = One Original Tulip Glass filled with Bols Genever & One Beer Lucas Bols Legal Lines 2010 30. BOLS GENEVER Punch Lucas Bols Legal Lines 2010

The Predecessor to the cocktail

Many original punches made with Genever

Fun for all and easy to make

31. BOLS GENEVER Chapter 5 COMMERCIAL STRATEGY BRAND PRESENTATION Lucas Bols Legal Lines 2010 32. Low Volume High Volume Low Prestige High Prestige Cocktailian Bar Lounge Hotel Bar Fine Dining Gastropub Casual Dining Beer Pub Neighborhood Bar BOLS GENEVER BRAND PRESENTATION Lucas Bols Legal Lines 2010 ACCOUNT SEGMENTATION 33. Low Volume High Volume Low Prestige High Prestige Cocktailian Bar Lounge Hotel Bar Fine Dining Gastropub Casual Dining Beer Pub Neighborhood Bar BOLS GENEVER BRAND PRESENTATION Lucas Bols Legal Lines 2010 COCKTAIL SEGMENTATION White Manhattan Dutch Blood and Sand Dutch Martini John Collins Genever Punch Bols and Coke Dutch Courage/Kopstootje 34. Low Volume High Volume Low Prestige High Prestige Cocktailian Bar Lounge Hotel Bar Fine Dining Gastropub Casual Dining Beer Pub Neighborhood Bar BOLS GENEVER BRAND PRESENTATION Lucas Bols Legal Lines 2010 PROGRESSION PLAN White Manhattan Dutch Blood and Sand Dutch Martini John Collins Genever Punch Bols and Coke Dutch Courage/Kopstootje 35. Whiskey Rocks Whiskey Cocktails Patron Shots Vodka Cocktails Genever Rocks GeneverClassic Cocktails Genever Slurp GeneverContemporary Cocktails BOLS GENEVER BRAND PRESENTATION Lucas Bols Legal Lines 2010 COMPETITIVE SET 36.

In the Bourbon Section

With small batch bourbons

Top shelf

Next to Woodford Reserve

OFF-PREMISE SHELF SET BOLS GENEVER BRAND PRESENTATION Lucas Bols Legal Lines 2010 37. VPO Greater in Whiskey Section Survey of 8 Accounts over 4 month period Cases BOLS GENEVER BRAND PRESENTATION Lucas Bols Legal Lines 2010 38. BOLS GENEVER Chapter 6 TOOLS BRAND PRESENTATION Lucas Bols Legal Lines 2010 39. BOLS GENEVER BRAND PRESENTATION Lucas Bols Legal Lines 2010 ON-PREMISE MERCHANDISING 40.

Priority Items:

• Cocktail Menus

• Signature Tulip Glasses

• On-Premise POS

BOLS GENEVER BRAND PRESENTATION Lucas Bols Legal Lines 2010 ON-PREMISE MERCHANDISING 41.

Punch is the latest classic cocktail obsession

Easy and approachable

Authentically made with Bols Genever

Core Components

Discounted Punch

Signature BG POS

Promoted on FB and Twitter

Photographers (optional)

BOLS GENEVER BRAND PRESENTATION Lucas Bols Legal Lines 2010 PUNCH PARTIES 42.

Core Components

Discounted Tulips of Genever or Kopstootje

Signature BG Tulip Glasses

Promoted on FB and Twitter

Photographers (optional)

Authentic Genever ritual

Fun and infectious

Great for all types of accounts

BOLS GENEVER BRAND PRESENTATION Lucas Bols Legal Lines 2010 DUTCH COURAGE EVENTS 43.

Core Components

Discounted Classic Cocktails

Signature BG POS

Promoted on FB and Twitter

Photographers (optional)

Bols Genever isTHEClassic Cocktail Spirit BOLS GENEVER BRAND PRESENTATION Lucas Bols Legal Lines 2010 CLASSIC COCKTAIL EVENTS 44.

Neckers being produced for all bottles

Features Genever cocktails

BOLS GENEVER BRAND PRESENTATION Lucas Bols Legal Lines 2010 NECKERS 45. Strangely Perfect Punch Parties

Core Components

Strangely Perfect Sampling Models

Genever Punch Sampling

Acrylic Punch Cups

New Amsterdam Cheese

BG Tablecloth

How To Host A Strangely Perfect Punch Party Cards

Signature BG POS

Promoted on FB and Twitter

BOLS GENEVER BRAND PRESENTATION Lucas Bols Legal Lines 2010 OFF-PREMISE SAMPLING 46.

High Quality Packaging

2 branded Bols Genever tulip glasses

Brand journal inside

White will stand out in whiskey section

Only 3000 units produced

BOLS GENEVER BRAND PRESENTATION Lucas Bols Legal Lines 2010 VAPs 47.

$10 MIRs being produced for off-premise

Expire on 3/31/11

Used to sell in and encourage trial

BOLS GENEVER BRAND PRESENTATION Lucas Bols Legal Lines 2010 MIRs 48.

Shelf Talkers

• Real wood

• Metal vice

Case Cards

BOLS GENEVER BRAND PRESENTATION Lucas Bols Legal Lines 2010 SHELF TALKERS & CASE CARDS 49.

30 windows being produced for geotargeted areas

Comes in 3 sizes

Gorgeous wooden whisky-cue stands with frames and BG ad copy

Allows consumers to still see in the store

BOLS GENEVER BRAND PRESENTATION Lucas Bols Legal Lines 2010 WINDOW DISPLAYS 50. BOLS GENEVER BRAND PRESENTATION Lucas Bols Legal Lines 2010 GIFT BAGS 51.

Be the best in the industry at targeting tech-savvy consumers

Take advantage of inexpensive digital media

Generate youth buzz

BOLS GENEVER BRAND PRESENTATION Lucas Bols Legal Lines 2010 SOCIAL MEDIA 52. WE ARE GETTING NOTICED IN THE PRESS 53. BOLS GENEVER BRAND PRESENTATION Lucas Bols Legal Lines 2010 CONNECTING WITH CELEBRITY COULTURE 54. BOLS GENEVER BEST NEW PRODUCT Tales of the Cocktail- New Orleans DOUBLE GOLD San Francisco World Spirits Competition BEST COCKTAIL INITIATIVE Drinks International 92 POINTS Beverage Tasting Institute BRAND PRESENTATION Lucas Bols Legal Lines 2010 2009 2009 2009 2010 WEVE WON AWARDS. 55. BOLS GENEVER The End Lucas Bols Legal Lines 2010