Altamar ProposalMarch 2012

Altamar ProposalMarch 2012

P : 502-298-6703 E : ProjectMngr@Hawthornbev.com P : 502-298-6703 E : ProjectMngr@Hawthornbev.com

Altamar Brand Activation

❖ Ocho Vertical Tastings

✓ USBG Events “Three Blind Pinas”

✓ Consumer & Sommelier Events

❖ Kubler Re-Launch

✓ USBG “The Improved Cocktail”

✓ Suisse Challenge

✓ Alpine Apertif Dinners

❖ Social Media

✓ Video Education & Content Campaign

❖ Web Presence

✓ Mobile-Able Sites

Engaging core trade by educating them on the terroir of tequila and the category. With emphasis on the

Ocho expressions. “Great Leaders Empower Others With Knowledge”

• Educate ! A “visual” walk through of Arandas utilizing detailed slides that showcase the diverse terroir. Seeing is believing with the use of actual soil to pass around. We will be using actual soil samples, dried pinas, coas, and staves. So the attendees can feel and hold what we are discussing.

• Proof ! Tasting the verticals and walking the guest through the flavor attributes will un-doubtly showcase the difference that terroir makes in the vertical.

✓ USBG Events

The Next 2 Pages Shows Cities of Focus & Event

Activation Scenerio

1.

2.

3.

4.6.

5.

1.Louisville2.Chicago3.Atlanta4.New Orleans5.DC6.Austin

Focus6 cities of

Event Title : Three Blind Pinas

Event Setup :

• Blind Vintages of Plata, Reposado & Anjeo

• Tasting Maps w/ Arandas & Estate Detailed Map

• Soil Samples from micro-climates

• Staves from “Ocho” aging

In Order :

• Reception / Punch

• Seminar/Slides

• Blind Tastings of Expressions

• Reveal Vintage

SAMPLE

Ocho Blanco

OchoAnjeo

OchoExtra Anjeo

OchoReposado

Ocho Blanco

OchoReposado

OchoSingle B.

OchoAnjeo

vertical vertical vertical vertical

vertical vertical vertical vertical

SAMPLE

Focus on the trade segment that understands terroir the most, the

wine professionals and sommeliers.

“The proof is in the palate”

• Sommeliers ! Similar presentation for USBG, yet tailored to the audience a bit more. With more in-depth conversation on the blind portion and conversation on how to incorporate this in to there programs.

• Consumers ! The end goal is to educate the consumers on the terroir and have them collect vintages. By educating trade and wine professionals we are moving in this direction. The final piece of the puzzle is consumer events to educate both off-premise and independent.

✓ Consumer & Sommelier Events

*Training & Activation

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Tasting Notes

Ocho Vertical Tasting Bullets SAMPLE

Secret Shoppers

Touch-Up Classes

Engrained Knowledge

Training Approach

Trade & Somm. Training

Staff Training

Guest Education

Off-Premise

Account Visits

Ocho Vertical

: Kubler Absinthe :

*USBG “The Improved Cocktail”

*Suisse Challenge

*Alpine Apertif Dinners

1-3 dashes of absinthe greatly improves a whole range of

cocktails as it adds a venerable complexity.

“Don’t Build Your House In Sand. Build Your Cocktails With Absinthe!”

• What Is The Improved Cocktail ! An explanation of the term and its history.

• Improve Your Cocktails ! A showcase of the many different styles of cocktails that are greatly improved by dashes of Absinthe and a discussion of how this works in flavor balance. Guest get take away Kubler dash bottle.

The Next 2 Pages Shows a slide from this activation & an

event setup example.

✓ The Improved Cocktail

Improved Whiskey Cocktail. (Thomas)Jerry Thomas, Bartenders Guide

• Take 2 dashes of Boker’s (or Angostura) bitters.• 3 dashes gum syrup.• 2 dashes Maraschino.• 1 dash Absinthe.• 1 small piece of the yellow rind of a lemon, twisted to express the oil.• 1 small wine-glass of [Bourbon or rye whiskey].

Fill glass one-third full of shaved ice, shake well, and strain into a fancy cocktail glass, put the lemon peel in the glass and serve.

The flavor is improved by moistening the edge of the cocktail glass with a piece of lemon.

The First Printing of the Improved Cocktail.

1887

Corpse Reviver #2. (Craddock)Harry Craddock, The Savoy Cocktail Book

1/4 Wine Glass Lemon Juice (3/4 oz Fresh Lemon Juice)1/4 Wine Glass Kina Lillet. (3/4 oz Cocchi Aperitivo Americano)1/4 Wine Glass Cointreau. (3/4 oz Cointreau)1/4 Wine Glass Dry Gin. (3/4 oz Bombay Gin)1 Dash Absinthe.

Shake well and strain into cocktail glass.

It works with sours as well.

1930

“I think a dash of absinthe here and there makes certain cocktails sing. For a serious bar, keeping a bottle of absinthe is the same as having a bottle of maraschino or Cointreau or Chartreuse.”- Jason Wilson in The Washington Post

SAMPLEIt was originally a build on the old fashioned.

SAMPLE

Event Setup :

• The Hawthorn Developed “Kubler Improved Cocktail Guide”

• Dash Bottle of Kubler Absinthe Takeaway

• Botanicals samples or scent kits at each seat “We can make”

• Cocktail samples of “Kubler Improved Cocktails ..Classic & Original

In Order :

• Reception / Punch

• Seminar/Slides

• Cocktails Come out during Presentation

• Toast

KUBLER IMPROVED COCKTAILS

Hands On Event

SAMPLE

✓ Suisse Challenge

When creating a lasting impression for trade with your brand you must create a

unique, fun and memorable event or competition.”

“Leave an impression with Kubler.. with one of a kind events”

• Swiss Aperitif Challenge ! Cocktail Challenge for the best Swiss inspired Aperitif with Kubler with a minimum of 1 ounce of Kubler. The cocktail must be in the realm of what would be considered to be an Aperitif.

• Absinthe Knowledge ! The second part of the competition will be a speed round of Absinthe category & Kubler Questions. Contestants will be given a Hawthorn designed booklet on Absinthe & Kubler that will be required reading. There is an option to create an Online version of this information for contestants and would be a pre-qualifier for contestants.

The Next Page Shows an Event Breakdown

In Order :

• Reception / Aperitif Punch

• Intro to Competitors & Rules

• Competition

• Winner Receives “Prize”

Event Setup :

• Classic Quiz Show Stations with Cocktail Comp Setup

• Buzzers & Score Card Fronts

• Swiss Influenced Food for Guests

• Ski Slope / Alpine Decor

Kubler Suisse Challenge

SAMPLE

✓ Suisse Challenge Website

Entice the trade to learn about the category and the brand, by using a pre-qualifying site”with a quiz.

“Leave an impression with Kubler... with one of a kind events”

• Trade Capture ! Capture all interested trade and consumers world-wide in the product and the category. Get them to submit information that is valuable for the brand. Demand a cocktail listing to support pre-qualifier for competition.

• Getting Their Attention ! Using the site as a tool both for education and for sending a brand message in your style.

The Next Page Shows a site example.

SAMPLEKubler Suisse Challenge : Pre-Qualify Learn Absinthe & Kubler Quiz Site

example site : experiencecognac.com“yet with much better design”

Welcome to EExxppeerriieennccee CCooggnnaacc. Step into this portal, and allow us to transport you to the Cognacregion of France.

Join PPaauull PPaaccuulltt as he looks backwards in time to uncover Cognac's long history and illustriousheritage. Paul will reveal the diverse and special geography that contributes to what truly makes thisa spirit of place.

DDoouugg FFrroosstt, MS, MW, explains the origin of Cognac’s flavors: its grapes, the soils in which they aregrown, the way they are fermented and the time honored process of distillation and oak aging, andhow all of these work together to create the magical elixir known throughout the world as Cognac.

DDrr.. DDaavviidd WWoonnddrriicchh will pick up where Mr. Pacult left you in that moment of history, leading youthrough the evolution of Cognac cocktails from Punch to Juleps and demonstrating how Cognac wasone of the original and most important spirits in early cocktail history.

King Cocktail himself, DDaallee DDeeGGrrooffff, will take you further in your journey of discovery, showinghow these early Cognac cocktails evolved into benchmark drinks such as the Crusta and the Sidecar,and how by Prohibition it was again arguably the most prized spirit in the United States.

Then hold on tight as AAnnddyy SSeeyymmoouurr whisks you into the Bartending Renaissance of today, revelingin the resurgence of the craft and demonstrating Cognac's huge role in that revitalization and itsnewfound popularity.

Lets not forget about what is perhaps most important of all--- what is in the glass. Cognac is indeedone of the great distillates on the planet, as appropriate drunk neat with food or after dinner as it isas the base spirit in a handcrafted cocktail, and as such we must understand not only where it comesfrom, but how to experience the spirit itself through tasting, which I will attempt to do with you--- notso easy to do online. Find yourself a glass of great Cognac and let's get busy tasting together!

TThhee FFiinnaall SStteepp??Cognac enthusiasts and connoisseurs alike! Listen up! This portal isn't merely a chance to learn aboutyour favorite spirit. You can rank your knowledge throughout this portal. Take our Quiz and test your

Welcome http://www.experiencecognac.com/

1 of 2 3/23/12 10:32 AM

The Next Few Pages Shows an Example of a Alpine Dinner

Setup and Menu

✓ Alpine Aperitif Dinners

Full on brand immersion of both the ability of Kubler to be

versatile in food and beverage pairing with heavy Swiss theme

“Follow that will and that way which experience confirms to be your own.- Carl Jung Famous Swiss Psychiatrist”

• Experiential ! Full on swiss influenced dinner with swiss chocolates, swiss sparkling wine cocktails, Gruyere cheeses etc..Paired with Kubler cocktails.

SAMPLE

Alpine Aperitif Dinners

Event Setup :

• The Hawthorn Developed “Kubler Improved Cocktail Guide”

• Dash Bottle of Kubler Absinthe Takeaway

• Botanicals samples or scent kits at each seat

Kubler :Alpine Aperitif DinnerA Kubler cocktail pairing with a contemporary swiss inspired menu

* Edible - Start- Fine tart of wild mushrooms and snails with sautéed frog legs and cress purée

Drinkable Paring - Kubler, Dolin Blanc, Grapefruit, Sparkling

* Edible - Rest- Cured and fresh cheeses fondue

Drinkable Paring - Kubler, Cognac, Lime, Sugar, Basil

* Edible - Main - Pan - fried filets of red mullet, razor shell clam filled with cockles, shrimps in thyme sauce

Drinkable Paring -Kubler, Bourbon, Ango, Maraschino, Demerera

* Edible - Stop - Hot tangerine soufflé, caramelised pistachio, chocolate sauce flavoured with timur sauce

Drinkable Paring - Kubler, Grade B Maple Syrup, Cobbled Ice

SAMPLE

Ocho Vertical TastingsAll inclusive Vertical events includes travel and lodging expenses, materials, venue fees, food for events & Hawthorn fees. It breaks down to an average of $2050.00 per event, some being more expensive with Travel.

6 USBG Events *6 Cities8 Consumer / Somm. Events & Press Releases /PRTravel Expenses & Hawthorn Fees IncludedDocumented w /Professional Photography

The Improved CocktailRe-animate Kubler with absinthe education and a focus on the “Improved” cocktail with Kubler Absinthe. All inclusive”Improved” events includes travel and lodging expenses, materials, venue fees, food for events & Hawthorn fees. It breaks down to an average of $2380.00 per event, some being more expensive with Travel.

6 USBG Events *6 CitiesAbsinthe Education Presentation & Improved Guide PrintedCustom Dash Bottles IncludedFinals Held & Prize & Press Releases /PRDocumented w /Professional Photography

Suisse Challenge Package6 events & 1 FInal w /Prize

6 Competitions & 1 FinalSocial Media Activation & Press Releases /PRPhotography PackagePrize Budget Included

Design & PrintWe have an amazing team of graphic designers that can create one of a kind web and design material. Ask us today for a quote on design and printin, that fits the branding for your new program. Just let us know the quality and quantity and we’ll do the rest.

Design , Print & Delivery

Alpine Apertif DinnersFull brand immersion dinners with social media, marketing, and PR support.

Menu Pairing & Venue SupportMarketing / Promotion / Photography & Press Releases /PR

Social MediaSpirit category training and activation.

Content Strategy Time-lineMonthly Reports & Press Releases /PR

Altamar Brand Activation

Mobile WebsiteAccess your site’s with Iphone, Ipad and other mobile devices.

Built Site *please Inquire about pricing

Prepared by:

Suisse Challenge WebsitePre-qualification with absinthe category and Kubler knowledge ie... expereincecognac.com

Detailed Copy Written By Hawthorn “Josh Durr”VideoIntegrated Quiz W/ Results & Capture InfoAnalytics & Press Releases /PR

snapshot of presentation.

Min. 6 hours

comprehensive video that covers all spirit categories and cocktails

(14) Ocho Vertical Tasting Inclusive Package $ 25,000.00

6 Kubler Improved Cocktail Events Package $ 12,500.00

6 Suisse Challenge Competition Package $ 20,000.00

6 Alpine Dinners Per Dinner Package $ 7,500.00

Social Media Event Support Package please inquire about pricing

Social Media Campaign Package : Kubler please see next slide

Social Media Campaign Package : Ocho please see next slide

Video Support Package For Events please inquire about pricing

Suisse Challenge Website $ 13,750.00

Altamar Brand ActivationFor more information please email us at Josh@Hawthornbev.com or 502-298-6703

per event : $2050.00

per event : $2380.00

per event : $2650.00

per event : $1600.00

full time-line execution w /video

time-line to support event activation

pro shot & edited for online videos

to your needs

full time-line execution w /video

For more information please email us at Josh@Hawthornbev.com or 502-298-6703

OoHology Quote

Tequila Ocho

·         Facebook Page Build Out: $2950·         Facebook Check-in App: $475·         YouTube Channel Design: $325·         Video Production (per minute): $7500·         Twitter Publishing and Management (3 Months): $6350·         Content Marketing (3 Months): $1875

Kubler Absinthe

·         Facebook Page: $2950·         Facebook Check-in App: $8300·         YouTube Channel: $325·         Video Production (per minute): $7500·         Twitter Publishing and Management (3 Months): $3275·         Pinterest Aggregation and Management (3 Months): $3750·         Content Marketing (3 Months): $1875

A FEW OF OUR HAPPY CLIENTSRuths Chris-International

Cameron Mitchell-NationallyTRUST Lounge-Lexington

Local 127-CincinnatiRYE-Louisville

Diageo-InternationalPernod Ricard-NationallyBrown Forman-Nationally

Skyy Spirits-NationallyCocktailKingdom.com-Midwest

Angels Envy-Midwest

This is an abbreviated list for a full list of clients and case studies please inquire.