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COMING SOON: VEEV 2.0. Click through to learn what's in store for VEEV Spirits.
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Situation… We are misunderstood
Today we are a premium cordial spirit positioned among a small niche category.
We… Look like a vodka Play like a vodka, Appeal to the vodka drinker
But are Stuck with the Cordial/Liquor Label
making us a very misunderstood brand.
We NOW have a vision of what things should be
Mt. Everest Ali
That’s what a Mountain should be!
That’s what a Champion should be!
VEEV is ready and certainly good enough for ‘this is what the world of cocktails SHOULD be’ status
WE ARE
We will redefine ourselves reposition against Vodka
FROM• Cordial/Acai Liquor• White Spirit Replacement• 60 Proof• Small category• Cordial shelf• Playing it safe
TO• White Spirit• Vodka Replacement• 70 Proof• Into largest Spirit
Category• Premium Vodka shelf• Attacking Vodka
VEEV: What’s New in 2014
New campaign that positions VeeV as better alternative to Vodka.
Increased AP support in 2014 2x the spend
New package and reformulation to 70 proof
New VEEV 70 Proof
We have reformulated VEEV® from a 60 proof liqueur to a 70 proof neutral spirit that is now more versatile and mixable while still delivering the same great taste.
WHY 70 PROOF• We listened to our customers, trade and distributor
partners who wanted a higher proof VEEV.
• More mixable making all your cocktails better• Better Balance to highlight our natural flavors, aromas
and tasting notes.
• Increased versatility as a base sprit that is perfect for creating new recipes.
Engage Trade with our story
Partner with top national Mixoligists to help bring our new cocktail strategy to life and tell the VEEV story along the way.
Willy Shine
Adam Seger
Strong Trade Amplification
Aggressive Trade Media spend in top industry publications and events to introduce VEEV 70 proof to the market.
On Premise Support
Key elements will help promote our new campaign and cocktail strategy.
Table Tent
Rimmer Program
Palm Card Cocktail Guide Pitchers
Poster
Custom Mason Jars
VeeV Continues to Leverage Current Chain Success to Scale In Larger Chains
• Success in a wide-range of accounts from Ruby Tuesday to CPK to Seasons 52
• Success in current base of accounts leads to greater likelihood to convert pipeline accounts which include the 5 biggest chains in the country
CURRENT PARTNERS
PIPELINE ACCOUNTS
Mid-casual Dining Up-scale Dining Mid/Up-Scale Hotels /Travel
Travel / Entertainment
PIPELINE
VITAFRUTE: What’s New in 2014
New bottle and label available at retail
Increased investment and support in key retail channels
New Line ExtensionCoconut Colada
New Campaign
Launch new VitaFrute campaign and support with media in key markets.
NEW Coconut Colada
Launch new VitaFrute Coconut Colada line extension.
Health & Wellness:• Coconut Health
Benefits• Low Calorie
Delivery• Organic
2014 Pipeline+6,000 PODs
Year 1 (2013)2,000 PODs
VitaFrute Already doubled Points of Distribution for 2014 w/ Large Pipeline
• Already doubled PODs with national mandate in CVS for 2 skus and opportunity for another 3,500 PODS
• Full year sales for 2013 PODs as well
• Tremendous Year 1 distro with over 2,000 PODs
• Only 6 months of chain sales given roll-out dates. Less than $500k A&P budget
*
THANK YOU