11

Shop-in-Shop

Bacardi

22

What is Bacardi in Russia?

• Rums =9% premium imported alcohol, 270k css*

• The fastest growing category +36% annually (CAGR*)

• Bacardi – 61% of rums**,

• Strength in on-trade (40% volume)

* Customs data excl. CIS, 2009

** Business Analytica data, Jan-Feb’10

33

Consumption in Russia

=

44

Cocktail culture

55

Why cocktail?

For consumer

For producer and retailer

+ for retailer

Sales volume!

* Comcon, Russia, 2008, consumers of premium alcohol between 400 rur. for 0.5 l

Ingredients sales!

Consumption culture!

66

What is cocktail for retailer?

+ + + = $$

= $

Bacardi

77

Where do consumer drink cocktails?

Off-trade has great potential for cocktail culture development

* Comcon, Russia, 2009, consumers of premium alcohol between 400 rur. for 0.5 l

88

Layout

Before After

99

The result Shop in Shop: +33% sales volume

Sales

Before After

1010

How?

1111

Visualization

Monitors

Sound 2+1

Light-boxes Plazma screen

United composition!

1212

Information value and convenience

Touch screen

Recipes send function by e-mail and bluetooth

Every recipe printing in store

1313

Quality

Coloring in-store print

Materials and assembly

1414

SiS assessment by consumer

* Resource: Consumer survey in Metro by Global Point agency

1515

How?

SiS Video