Public Slide share: Financial / sensitive data has been omitted in this public slide share

MEZCAL PRODUCTION IN MEXICO

Durango

Tamaulipas

OaxacaGuerrero

Guanajuato

San Luis Potosí

Zacatecas

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VALUE PROPOSITION

Miel de Tierra is a brand focussed on two aspects that differentiate it in the market:

-Strategic focus on branding.-Smooth flavor that allows the product to enter the regular consumer market.

Traditional brands of mezcal over-rely on the reputation of their Designation of Origin to generate sales. Furthermore, the flavor of traditional mezcals is strong, something that makes it difficult for the average

consumer to adopt. 

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-PRODUCT DETAILS Product: Mezcal Commercial Brand: Miel de Tierra Product: Type I Mezcal, 100% from Agave Quality: Premium Type/Category: Reposado (Aged) Supplier: Grupo Mezcalero Miel de Tierra S.A. de C.V. Website: www.mieldetierra.com Agave: Weber

-PRODUCTION Time in Barrel: 4-8 months Type of Barrel: White Oak Type of Oven: Autoclave Type of Milling: Mechanical Type of Still: Alembic Agave Maturation: 8 years Distillations: Two

-RECOGNITIONS

-PRODUCT DETAILSProduct: MezcalCommercial Brand: Miel de TierraProduct: Type I Mezcal, 100% from AgaveQuality: PremiumType/Category: Joven (Young)Supplier: Grupo Mezcalero Miel de Tierra S.A. De C.V.Website: www.mieldetierra.comAgave: Weber

-PRODUCTIONTime in Barrel: Unaged Type of Oven: Autoclave Type of Milling: Mechanical Type of Still: Alembic Agave Maturation: 8 years Distillations: Two

REPOSADO (AGED) JOVEN (YOUNG)

OUR PRODUCTS

RECOGNITIONS

Double Gold Medal awarded at the California International

Spirits Competition as

"Best Tasting Mezcal of 2014 "

Silver Medal awarded at the

New York International Spirits Competition

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- Sale Price- Popularity- Brand Personality- International Awards- We have not granted

any exclusives- Efficiency in

Marketing Costs

WEAKNESSES

Los Danzantes Mezcal Marca Negra Mezcal Unión Sabios de Lua

COMPETITIONSTRENGTHS AND WEAKNESSES OF MIEL DE TIERRA RELATIVE TO THE COMPETITION

- Distribution- Team: Salespeople,

Brand Managers, Administrators, Operators

- Economic Resources

STRENGTHS

THE COMPETITION

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MARKET SIZE

META-MARKETSEX:MALEAGED 23 TO 45

SOCIOECONOMIC STATUS:MIDDLE - HIGH

Size of the tequila / mezcal market in the USA:4.5 Billion Dollars

Size of the tequila /mezcal market in Mexico:

3.5 Billion Dollars

Miel de Tierra's strategy to achieve positioning is to utilize aggressive, constant and low-cost marketing techniques across

non-conventional communication media.

MARKETING STRATEGY

SOCIAL NETWORKSFacebook, Twitter,

Instagram

SEARCH ENGINE OPTIMIZATION

OPINION LEADERS POINTS OF ON-SITE CONSUMPTION

(Bars, Restaurants, etc)

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MARKETING AND PUBLICITY EXPENSES TOTAL: $XXX

- Marketing Expenses: X% of sales- VS X % of new brands.

TRACTION TO DATE

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SALESCUMULATIVE SALES OF: 2014 - $XX+ 2015 - $XXX

$XX

BRANDVALUE

FACEBOOK

INSTAGRAM

PARTICIPATION IN SOCIAL NETWORKS

MIEL DE TIERRA

LOS DANZANTES

MARCA NEGRA

UNIÓN SABIOSDE LUA

32,993

6,566

9,973

167

5,108

1624

4,201

2,839

1,472

3,241

EXPORTS

X%

NATIONAL WHOLESALE AND SHOPS

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X%

MARGIN

POINTS OFON-SITE

CONSUMPTION

RESTAURANTS-Grupo Pangea-La Buena Barra-La Nacional-Gallo 71-El Granero-Muelle 17+ 30

X%

MARGIN MARGIN

$X – with taxes

FINANCIAL HISTORYFROM JANUARY 2014 TO DATE

Costs andExpenses

Sales

Profits

DISTRIBUTION OF EXPENSES PERCENTAGE OF SALES BY DISTRIBUTION CHANNEL

64% Selling Costs 36% Other Expenses

40% Direct

33% Wholesale and Local Shops

27% Points of On-Site Consumption

SALES IN NUMBEROF UNITS SOLD:

2014: X units

2015: X units

GROWTH STRATEGY

- UNTOUCHED MEZCAL MARKET

- ATTRACTIVE MARGINS

- SUPPORT WITH IMPORTERS

- CONFIRMED SALES ORDERS OF XXX UNITS

- EXPANDING MEZCAL MARKET

- DEVELOPMENT OF NATIONAL DISTRIBUTION TEAM

- MARKETING STRATEGY

- SUPPORT WITH FLOW OF IEPS (Special Tax on Production and Services)

PROSPECTS

XXX

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X%

MARGIN

FINANCIAL PROJECTIONWITHIN THE NEXT 5 YEARS

Costs

Sales

Profits

PERCENTAGE OF PROJECTED SALES BY DISTRIBUTION CHANNEL

39% Wholesale

14% Points of On-Site Consumption

47% Exports

Y1

29% Wholesale

13% Points of On-Site Consumption

58% Exports

Y2

23% Wholesale

11% Points of On-Site Consumption

66% Exports

Y3

TOTAL: X units TOTAL: X units TOTAL: X units

Y5Y4Y3Y1 Y2

CAPITAL NEEDED

$XXX USD

Detailed use of resources, and financial projections, will be supplied separately

ADDENDUM

UPCOMING PROJECTS

UPCOMING PROJECTS

Av Manuel Gómez Morín 1105-F-204, Col. Carrizalejo, San Pedro, Garza García, Nuevo León, Tel. +521 (81) 12 177 96 38 / www.mieldetierra.com

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