Brand Background PresentationBrand Background PresentationBrand Background PresentationBrand Background Presentation

Pear 33cl glass

Pomegranate 33cl glass

Pear 33cl PET Pear /Apple50L keg

Festival /music venue sku 33cl can

Briska – Tasting notes Briska – Tasting notes PearColour: Bright with a hint of yellowScent: A fresh scent of pears.Taste: Refreshing taste of juicy pears. Not too sweet, refreshing and crisp. A slight acidity.

AppleColour: Bright with a slight golden hueScent: Apple blossom, citrus and a slight fruitiness from the apples.Taste: A clear, crisp taste of red apples. A slight acidity, refreshing

and semi-dry.

PomegranateColour: Bright with a hint of pinkScent: A fresh scent of pomegranate and a slight hint of grape fruit.Taste: Elegant tone of pomegranate and red apples. Refreshing yet gentle with a slightly dry note.

Key points of differentiation Key points of differentiation from competitive setfrom competitive set

Spendrups decided to launch Briska into the UK after consumer research showed cider drinkers were looking for: - A less sweet cider -A fresher and more natural cider

•Premium cider from the garden of Sweden: Osterlen

• Medium / Sweet; not too sweet, gentle but fruity taste

• Packaging and presentation is highly appealing to the brands BC1 target audience-Elegant design at each point of contact with the consumer

• Draught will be a key point of differentiation and will lead the brand presentation and communication

Retail outlet selection

•Target audience: - Male/female 25 – 35 years old

- B, C1, C2- Fresh, fruity taste and premium image very important-Unique and different product presentation

• Outlet selection is key to deliver the distribution, rate of sale and margin:

-Style bars, music venues and membership clubs- Food led pubs and restaurants- Premium upmarket image- Premium and import product range- Core urban conurbations; London, Manchester, Brighton, Birmingham, Leeds, Nottingham, Sheffield, Glasgow, Edinburgh

• Proof Drinks will supply all outlets with branded glassware for draught and package Briska

• Marketing/promotional material to include: - Dripmats- Bar blades- Tentcards- Posters- Briska bottle display units - Briska pop-up mobile bar units for outdoor activity- Briska Fat Boy bean bags (if suitable)

• Team of 20 Proof sales staff spread throughout the UK to do product sell in and to support stockists

• National Trade & Consumer PR campaign by retained agency

• Pouring rights at festivals being negotiated with budget set aside for 5 festivals in 2011 and 20 festivals in 2012 – used for key trade and consumer incentives

Marketing supportMarketing support

0.4cl stem 0.4cl straight Oversize pint

Briska – Festivals 2011Briska – Festivals 2011