“Belvedere & Champagne Bar Premier”

Date & Location: November 14th, Cosmos @ The Graves 601 Hotel

Objective: Increase brand exposure at an exclusive event with 72 hour notice Increase menu placements:

Belvedere Pure & UF80 Veuve Clicquot Moët et Chandon Domaine Chandon

Action: Strategy

Provide brand POS to visually encourage guests to purchase exclusive brand cocktails and BTG pours Create exclusive programming to promote a partnership and lock in cocktail placements and new BTG

placements Objection

Long-term popularity of a champagne bar (*new concept*) Results:

Addition of large format VCP: 1.5L & 3.0L Addition of large format Moët et Chandon : 1.5L Addition of Chandon Brut & Rose 187mls for BTG Addition of 2 new Belvedere Cocktail Placements

Brought in Belvedere UF80 & RED

Elizabeth Morrissey, MN

“1st Luxury Champagne Tasting Experience on BLACK FRIDAY @ High Volume Key Retail Account”

Date & Location: November 29th & 30th, France 44 Wine & Spirits

Objective: To increase exposure with high marque champagnes at a high volume key retail

account during a peak time of the year To place the MHUSA champagne portfolio at the forefront of customer’s mind To expand the breadth of the MHUSA champagne portfolio within the account

Action: Strategy

To release HIGH MARQUE Champagnes at specific limited times to enhance the exclusivity and regal traits of the brands

To convince the account to expand its current SKUs with new HIGH MARQUEs within their current top sellers

Objection Cost v. Benefit Immediate purchase v.

Results: Sampled 75+ people, tasting:

Krug Grand Cuvée *released at restricted times Ruinart Rose*released at restricted times LGD 2004 *released at restricted times VCP Rose NV, Yellow Label Brut NV, Demi-Sec NV Moët et Chandon Imperial Brut Ruinart Blanc de Blanc Chandon Brut NV & Rose NV

Elizabeth Morrissey, MN

“Belvedere DJ Sound Series” Date & Location:

November 30th @ The Living Room at the W Hotel Objective:

To replace Grey Goose as THE ONLY premium luxury vodka in bottle service and 2 new cocktail placements

Action: Strategy

To provide exclusive sponsorship of DJ Series Event (3 part series) as THE ONLY premium luxury vodka

To replace Grey Goose on bottle service menu To gain new cocktail placements

Objection Customers who choose Grey Goose as “call”

Results: Replacement of Grey Goose with Belvedere on bottle service

menu and cocktail menu over Grey Goose placements permanently 43 cases in NOV.!

MTD 2 cases in 2012 Full back bar representation of Belvedere Pure, Belvedere Red,

and Belvedere UF80 for 4 months

Elizabeth Morrissey, MN