reunion uach nov12
TRANSCRIPT
SO
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REUNION
CANACINTRA
NOV’12
SOTOL HACIENDA…BEYOND TEQUILA
WHERE BRAND BELONGS
NEXT TO ULTRA PREMIUM TEQUILAS
PRICING STRUCTURE
6
KSFIt s NOM requires it to be bottled in it’s own denomination of origin :
guarantees quality anywhere in the world just like champagne & cognac
Own Category in high growth tequila segment [100% agave]
Premium Price for ultra-premium product
Award winning package
No herbicides, insecticides, fertilizers>mínimum hangover
Exceptionalysmooth [distilled to perfection in continuous double column]
Wild harvested: 1plant=1bottle
Kosher(including lepesajin plata& platinum + lácteoin crema de sotol) + 100%
ORGANIC
producto super premium a excelente precio
super-premium product at a great price
PRICE | PRECIO
PRODUCT SUPER-PREMIUM SUPER-PREMIUM
PRICE PREMIUM SUPER-PREMIUM
$ DLLS CANADA $39.95 $ 79.95
Key Success Factors
• Differentiate– We’re not competing against 1000 tequilas
– Emphasize that SOTOL is more unique than TEQUILA• requires a full plant per bottle
• (eg. What is Sotol? DVD)
– Unique flavor (pecan + sotol)
• Push to sell in white tablecloth restaurants to
position it as a Bailey’s true alternative
• Kosher Lácteo
sotolcream
DYNAMICS OF THE BRAND
IRI RETAIL SALES DATA SHOWS SOTOL SALES ABOVE MILAGRO & 1800 IN TX
IRI RETAIL SALES DATA SHOWS SOTOL SALES ABOVE MILAGRO & 1800 IN TX
RELEVANT INFO
INTERNATIONAL DISTRIBUTION + AWARDS + MARKETING KEYS
• Principal Galardón (ABARCANDO
TODO EL PORTAFOLIO SOTOL HACIENDA DE CHIHUAHUA™)
➡
SotolMarketing
NOTE OTHER DOUBLE GOLD WINNERS SUCH AS
MARTELL XO
NOTE THE PRICE
COMPARISON
Sotol HDC™ :Rusia
Sotol HDC™ : China
EAUX DE VIE / MARUSSIA BEVERAGES
Importing & Distributing Sotol HDC™ since 1999 in U.K. achieving key
activations such as with:
Harrod’s
Fortnum & Mason’s
Sotol HDC™ : EUROPE
Since 2010 grew distribution of sotol to cover all Europe and now in
Russia, Netherlands, France & Spain
Marketing keys- In designs always include cocktail
along with bottle to show method of
consumption
E MARKETING / SOCIAL
MARKETING
26
ARROYO SECO BAJA 1000 CAR
2006
WEB LINK
WWW.SOTOL.COM
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Time Line Ventas EUA• 2002 Inicio de cambio de residencia Enrique Elías/Roberto Huerta.
• 2003 Iniciamos operaciones SansWinesand Spirits - Iniciamos fuerza de
representación USA.
• 2004 Consolidamos fuerza de ventas propia a la mano de Lou Sans creciendo
nuestra distribución nacional.
• 2005 Finalizan operaciones con SansWines and Spirits- iniciamos esquema de
brokers y fuerza de ventas a nivel nacional.
• 2006 Contamos con 5 representantes propios a nivel nacional trabajamos a la
mano con brokers y consolidamos distribución en varios estados de la mano de
MHW.
• 2007 Aumentamos la fuerza propia de representación a 8 a nivel nacional y
mantenemos la fuerza de brokers de la mano de MHW.
• 2008 Cambio de sede de operaciones de Texas a California sostenemos 9
representantes propios más la consolidación de brokers terminando la relación con
broker en California.
• 2009 Empezamos a disminuir el número de representantes e iniciamos
operaciones con Sazerac Company (brazo importador de RNDC).
• 2010 Disminuimos de 9 a 3 representantes (TX,CO,CA) mas la contratación de un
representante para NY, trabajando 100% con la distribución de Sazerac.
• 2012 Independizamos importación totalmente deslindándonos de Sazerac y
ganando margen, control, agilidad para implementar acciones con distribuidores y
enfoque con nuestra reforzada por el (extra margen) fuerza de ventas propia para
activar cadenas comerciales como Costco, Kroger, Albertson´s, Sam´s, WalMart,
Sotol@Canad
aAppointed Agent
Message
Finally Canadians will be able to try agave the way it should
be; kosher, organic wild-harvested desert agave either mixed
or straight offers to those looking for the next step in agave
based spirits an exquisite, unforgettable experience.
Wild Margarita 1.5 OZ. SOTOL HDC / 0.5 OZ. PREMIUM ORANGE LIQUEUR / 3 OZ MARGARITA MIX / 1 OZ FRESH LIME JUICE / HAND SHAKE OR BLEND WITH ICE / STRAIN INTO A SALT-RIMMED GLASS / LIME
WHEEL GARNISH
Hacienda Vampire 1.5 OZ. SOTOL HDC/ 1 OZ.SANGRITA/2 OZ.GRAPEFRUIT OR ORANGE SODA /1 OZ.FRESH LIME JUICE/HAND SHAKE/STRAIN INTO A SALT-RIMMED GLASS/LIME WHEEL GARNISH GARNISH
Red Diamond Martini 1.5 OZ. SOTOL HDC / 1.5 OZ. POMEGRANITE JUICE / 1 OZ CLUB
Sotol HDC™ : Canadá
Target MarketGender : Female | Male
Occupation : Students | Professionals
Age : Adults 30-60 | Young Adults 20-29
Socioeconomic level : C | B | B+ | A
Brand Attitude : Innovator.
Profile : Intelligent, illustrated, educated, looking for something
exclusive, agave-spirits-aficionado, independent (indie),
connoisseur, not mainstream, not be one of the more than
1000 tequilas & mezcals out there
Target : Men & Women willing to spend $25+ USD per bottle
Pricing Strategy
We're not competing against 1000 tequilas
Emphasize that Sotol is more unique than Tequila requirea a full plant per bottle
Denomination of origin guarantees quality anywhere in the world like champagne & cognac
Premium price for super premium product
Kosher Lepesaj certified (ONLY SPIRIT IN LCBO)
Target Retail Price 39.95 USD per case
BRAND & VERSION
AGAVE PACKAGING SHELF PRICE (USD)
SOTOLHACIENDA PLATA
100% SUPER-PREMIUM $39.95
PATRON SILVER 100% SUPER-PREMIUM $79.95
DON JULIO BLANCO
100% SUPER-PREMIUM $79.95
AVION SILVER 100% SUPER-PREMIUM $69.95
SAUZA SILVER 51% MODERATE $29.95
HERRADURA REPOSADO
100% SUPER-PREMIUM $69.95
CAZADORES REPOSADO
100% PREMIUM $36.95
PRICING STRATEGYA SUPER PREMIUM AT A PREMIUM PRICE
LCBO Competitor Shelf Prices
Pilliteri Estates Winery
Canadian wine producers
• The grapes are harvested primarilyfrom the family's vineyards of justover 100 acres, planted with vitisvinifera and French Hybrid grape varieties. Following the exactingstandards of the VQA (Vintner'sQuality Alliance) production has increased steadily since thewinery's opening, and currentlystands at 600,000 litres. Thewinery's production facilities haverecently undergone a majorexpansion, although growth in production is carefully controlledto ensure that the family's highquality standards are maintained.
Uniqueness
Only Superpremium Sotol in the world, 100% Organic and Pure, Kosher Lepesaj
certified and denomination of origin, produced by Doctor Enologist from the
prestigious “Ecole Nationale Superieure Agronomique” in Montpellier, France has
worked with such acclaimed spirits as Cognac Larsen, Moet & Chandon and
Casa Martell.
HDC™ Super-Premium Plata provides the most genuine taste of this exquisite-
fresh wild harvested agavacea only found in the Chihuahuan Desert. Its also
beautifully packaged in a clean upscale presentation, hallmark of the Hacienda
de Chihuahua brand and at a better price than super-premium tequilas.
50
KSF
It s NOM requires it to be bottled in it’s own denomination of origin :
guarantees quality anywhere in the world just like champagne & cognac
Own Category in high growth tequila segment [100% agave]
Premium Price for ultra-premium product
Award winning package
No herbicides, insecticides, fertilizers>mínimum hangover
Exceptionalysmooth [distilled to perfection in continuous double column]
Wild harvested: 1plant=1bottle
ONLY SPIRIT WITH KOSHER CERTIFICATION IN LCBOKosher(including lepesaj in plata& platinum + lácteo in crema de sotol) + 100%
ORGANIC
there are more than 1000 tequilas
there is only one sotol
Crema de Sotol @ General
List 4jul12 ya solicitaron un 2do tasting
Pillitteri mantiene el tema sobre la mesa para activarla
C A N A D ANext move
RE
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ME
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Comercializadora Internacional de Productos (CIP), es una empresa que
inicia operaciones con el propósito de apoyar y facilitar el intercambio
comercial de productos y servicios entre México y España.
CIP detecto una importante área de oportunidad en el mercado regional
para empresas de la zona que estén interesadas en hacer crecer sus
negocios.
Comercializadora Internacional de Productos es un socio estratégico para
acelerar negocios en la región norte de México y España.
Antecedentes apertura en España
Primer contacto Vinomex – CIP España en Expoalimentab(Octubre 2010).
Acuerdo de Colaboración entre Vinomex+CIP con EnriqueElías (Febrero 2011)
Reuniones- Video Conferencias con España (Marzo-Abril2011)
Visita de Joan Tomas Estalrich a Destiladora de Delicias.Conocimiento de la marca, presentación estudio demercado, definición de Plan de trabajo. (Abril 2011)
Contacto con Pro México Madrid y Embajada de Mx. enEspaña. Presentación de la empresa y productos. (Mayo2011)
Inicia relación CIP España con Eaux de Vie (Mayo 2011).
Definición por parte de Eaux de Vie del Distribuidor paraEspaña La Cava de Pyrene. (Junio 2011)
Inicia sinergia Eaux de Vie+Cava de Pyrene+CIP para abrirel mercado Español. (Julio 2011)
Organización de la visita de Enrique Elías a España (Agosto2011)
Visita de trabajo de Enrique Elías a España. (Septiembre
Revista servialimentos Cd. de México
FoodService Magazine empasizes premium on-premise restaurants & bars to
carry sotol Hacienda de Chihuahua in their menu
Sotol HDC™ : México
Market Performance
Sotol Cream is already present in key
chains around Mexico, Italy and the U.K.
even though it has only been in the market
for two years.
Key Chains in Mexico enlist:
• Wal Mart (Dec 10 weekly depletions averaged
57 bottles per store)
• Sam s Club
• La Europea
• Soriana
• Al Super
• HEB
• AeroBoutiques Airport Stores (Mexico City,
Monterrey, Cabo, Hermosillo, Chihuahua, Juarez)