fountainbleau hotel

proposal prepared 05- 25 - 12

> Appealingtoconsumerswhoseekhigh-qualitycraftspirits madeinAmericaasalternativestomacro,imported-brands.

> Satisfyingconsumers’interestinexperimentation(tryingnewthings).

> Providingbartenderstaffw/moreinterestingproductstories tosharewithcustomerswhichprovokespurchase.

Spring44 spirits are made with natural artesian spring water and offer unique flavor profiles that lend themselves to creative cocktail ideas for your consumers.

The best opportunity for success at the Fountainbleau is a venue specific approach that is narrow in scope and calls for key activation elements to help drive not only trial but also repeat purchase.

We would like to build a back half plan that can lead to a FY 2013 plan based upon successful implementation on 2012 elements.

executive summarySpring44AmericancraftspiritsofferauniqueopportunitytoincrementallygrowFountainbleau’sliquorsalesby:

s44 vodka

“i seriously like this bouquet. best domestic vodka i’ve had...”

f. paul pacult spirit journal

triple gold medal award winner2011 microliquor spirit awards competition

H2Othe best

u.s.grown botanicals

carbonvirgin coconut husk

grainamerican grown

5xdistilled

colorado rocky mountain artesian spring water

makes the smoothest vodka in the world.

triple gold medal award winner2011 microliquor spirit awards competition

H2Othe best

u.s.grown botanicals

carbonvirgin coconut husk

grainamerican grown

5xdistilled

colorado rocky mountain artesian spring water

makes the smoothest vodka in the world.

s44 honey vodka

“it’s not too annoyingly flavored.”

random guy at the telluride blues & brews festival

triple gold medal award winner2011 microliquor spirit awards competition

H2Othe best

u.s.grown botanicals

carbonvirgin coconut husk

grainamerican grown

5xdistilled

colorado rocky mountain artesian spring water

makes the smoothest gin in the world.

s44 gin

“the use of rocky mountain spring water imparts a surprising

smoothness and crispness of flavor that tastes good on its own or mixed

in any classic gin drink.”mat dinsmore

the coloradoan

fountainbleau proposal overviewproduct distribution

venue

glow bar x x x x x xhakkasan x x x x xgotham x x x x x xlacote x x x xbleau bar x x x x xscarpetta xlivarkadia

activation elements

>Planisvenuespecificandincludesactivationelementstoensuresuccess

>Arkadia&Livvenuesarenotbeingconsideredatthistime

>PrimaryfocusonHoneyVodkaandGin,withminimalVodkaexposure

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gin

DistributionSKU’s: Honey Vodka, Gin

ServingSuggestions: Honey Lemonade / Pool side Gin & Tonic Interactive

ActivationDetails:

> S44 to provide monthly poolside tastings / Gin & Tonic Bar > S44 brand ambassador to offer customized education for staff > S44 to develop a 3 month server incentive. Weekly, monthly, and grand prize winners. > Customized S44 Honey drink menu / mixer offerings to support cabana bottle service > Poolside Interactive Gin & Tonic bar hosted by S44 Brand Ambassador

StrategicRationale: S44 Gin & Honey offers FB opportunity to develop and serve unique poolside cocktails as a point of difference.

glow bar

DistributionSKU’s: Gin, possibly Honey Vodka

ServingSuggestions: Gin & Tonic Tableside Service

ActivationDetails:

> S44 Brand ambassador to offer customized education for staff > S44 to provide Bar staff with spend back account to support brand > Aggressive staff incentive to promote the brand

StrategicRationale: S44 Gin flavor profile works really well with Cantonese flavors. Would incorporate flavor profiles with bitters, syrups or tincture that work with the cuisine.

hakkasan

DistributionSKU’s: Vodka, Honey Vodka, Gin

ServingSuggestions: Honey opportunity, Beer cocktail recipes

ActivationDetails:> S44 Brand ambassador to offer customized education to staff > S44 to provide Bar staff with spend back account to support brand > S44 to work with staff to develop a series of customized menu offerings. Ideas include: – a series of traditional cocktail recipes (steakhouse style mule - with the copper mug, etc) – a series beer cocktail recipes > Possible incentive for bar staff and wait staff should be included

StrategicRationale: S44 Craft American cocktails offer the perfect pairings for traditional American Steakhouse fare.

gotham steak house

DistributionSKU’s: Vodka, Honey Vodka, Gin

ServingSuggestions: Gin and / or Honey menu opportunity

ActivationDetails:> S44 Brand ambassador to offer customized education to staff > S44 to provide Bar staff with spend back account to support brand > S44 to work closely with bar staff to target Vodka to Gin conversion strategy > S44 Brand ambassador to work closely with bar staff to develop menu parings

StrategicRationale: S44 spirits offer interesting alternatives to imported premium spirits. We have the unique ability to partner with the venue and develop customized drink suggestions to compliment menu offerings.

la cote

DistributionSKU’s: Vodka, Honey Vodka, Gin

ServingSuggestions: Gin cocktails to encourage vodka conversions / Honey shots?

ActivationDetails:> S44 Brand ambassador to offer customized education to staff > S44 to provide Bar staff with spend back account to support brand > S44 to work closely with bar staff to target Vodka to Gin conversion strategy > S44 Brand ambassador to work closely with bar staff to develop menu parings

StrategicRationale: S44 spirits offer interesting alternatives to imported premium spirits. We have the unique ability to partner with the venue and develop customized drink suggestions to compliment menu offerings.

bleau bar

DistributionSKU’s: Gin

ServingSuggestions: Simple classic cocktails

ActivationDetails:> S44 Brand ambassador to develop staff education opportunities > S44 will develop simple drink options for the venue > S44 to provide Bar staff with spend back account to support brand

StrategicRationale: Although venue has primarily a wine focus, there is still a group of customers looking for classic American cocktails.

scarpetta

summaryS44 offers products that can be truly incremental to current market offerings, and can help drive category growth for Fountainbleau

S44 is committed to an activation program that is unique and custom tailored by venue to ensure overall success of the brand at Fountainbleau

S44 will spend back $____ per month to support the various venues

S44 will need rough estimates from Fountainbleau of anticipated case volumes to assist with procurement & production planning

S44 is committed to working with Fountainbleau in developing a long term relationship to help foster American craft spirits growth & S44 brand development

In addition, S44 to offer a Mark Messier appearance to be used at hotel’s discretion for a mutually agreed upon event