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Name : Boutique D´HiverCountry : Mexico

What is the big idea?Generate a different & great brand experience through a luxury store. Create brand awareness of the ultra premium portfolio (whisky, cognac, vodka & champagne) towards strategic target.

What has been done?A luxury and cozy place was created in one of the most important & trendy zone in Mexico City (polanco), that is recognized due to its variety of luxury stores, bars, restaurants and nightlife. From Dec 17th 2012 to Jan 17th, 2013.

What has been achieved?Positioning like the first & unique luxury store in Mexico City, reaching more than 1,600 impacts through PRM ultra premium portfolio.

What was the challenge?Offer consumers a different way to buy, creating knowledge of our brands through the experience offered.

Market situation•Total super premium segment of Whisky, Vodka, Cognac & Champagne represents 21% in vol & 43% in val, having a positive performance RY 10% in vol & 12% in val.•The most important categories are Whisky with 77% SOM & Cognac with 12% SOM.•Whisky, Vodka & Champagne categories with a positive performance growing RY 11%, 25% & 14% respectively, nevertheless Cognac category decreases RY -7%.

Source: Nielsen & Iscam depletion report ON12Competitive setBuchanan´s 12, JW Black, Buchanan´s 18, Macallan, Glenfiddich, Grey Goose, Belvedere Ciroc, Hennessy, Moet Ch.

Consumer perception of the brandsChivas R 12: luxury & status brand, Chivas 18 & Glenlivet: unknown brands, AEL: like a limited edition of Absolut family, Martell: Cognac leader in the market with high quality, Perrier Jouet: unknown brand.Consumer perception of competitorsJW Black: Trendy & a positive brand positioning. Buchanan´s 18: Positioned brand, Grey Goose as super premium and trendy vodk, Hennessy: luxury brand, Moet Ch: Leader in champagne category

Increase brand awareness of PRM ultra premium portfolio (whisky, cognac, vodka & champagne) through offer a brand experience & an innovative way to buy towards

our strategic target.

Women: 36-45 yo SEL: B/C+Early mainstreamers.

Crusader Strategic TargetConsumption Pool

Mega need: bond & connect

Crusaders: Modern

GentlemenContemporary successful gentleman. They represent honor, integrity and brotherhood

Ambitious Social:(20% of CR12 pool).

100% Male. 70% 26-35, (more 35 focused), 51% BC+

Men & Women 26-35 yo SEL B, C+

(19% of CR12 pool). 100% Male. 45% 36-45, 59% BC+

Discerning Men:

Chivas Regal 12

Crusader Strategic TargetConsumption Pool

Mega Need: impress to fit in (luxury)

Crusaders:

Successful Achiever, a leader with a strong point of view.Values: -Share success, honest, authentic & charismatic, social, entrepreneurial.leader.

Discerning Men:

Men from 36 to 45 yo SEL ABC.

Strong family oriented, successful gentleman who enjoy creativity, create trends, and always enjoy quality & prestigious products.

Men from 36 to 55 yo 70%.Discerning Men:

Chivas Regal 18

Women: 36-45 yo SEL: B/C+Early mainstreamers.Crusader Strategic Target

Consumption Pool

Mega need: bond & connect

Crusaders: The Inventors

Men & Women 30-35 yo SEL A, B+

Ambitious Social & Trendy Chic:Men & Women 26-35 yo SEL B, C+

Men: 18-25 yo SEL: B/C+Early mainstreamers.

Aspiring Social:

Classic ChicWomen: 36-45 yo SEL: B/C+

Early mainstreamers.

Absolut Elyx

Crusader Strategic TargetConsumption PoolCrusaders:

Mentors of DiscernmentMen 35-45 yo, Family & already

successful men, educated. Appreciator of complexity & a whisky expert. Enjoy quality & relaxing time with family.Perfectionist & Responsible.

Discerning Men:

Men 35-45 yo. Whisky drinker, appreciator of complexity. Enjoy drinking with friends in bars or at home

Male 35-60

Premium Whisky drinkers:

Glenlivet

Women: 36-45 yo SEL: B/C+Early mainstreamers.

Crusader Strategic TargetConsumption Pool

Mega need: bond & connect

Crusaders:Men 35 – 40 years oldSEL A, BThey are successful, sociable, trendy, Knowledgeable, choose the best option. They have an excellent image, likes premium brands & visit cultural places.

Discerning Men:Men 36 – 45 years old

SEL A, BPrestigious, Executives, Entrepreneurs, sociable, visit the most important restaurants.

Men 26 – 45 years oldSEL A, BLikes to be rewarded / Singles / visit high energy bars

Regular Guy:

Martell

Crusader Strategic TargetConsumption Pool

Crusaders:

SEL A, B *36-45 Y oldLook for premium & expensive / trendy & refined places / friendly / likes champagne & wine / Married /Executive /Special Events

Strategic Target:

SEL A, B *26-45 y old54% Married / executives /shopaholic / Care of herself / Social / trendy places /art galleries / Fashion / Celebrate special ocassions

SEL B/C+ *26-35 y oldSocial / Friendly / Singles / Trendy & chic bars / drink connoiseur

Consumption Pool:

Perrier Jouet

Concept:•Create a luxury store in one of the most important & trendy zone in Mexico City, where consumers can live a different & great experience = “Boutique D´ Hiver “ means a luxury store only for Christmas Season (winter).•Offer to our strategic target, ultra premium brands generating knowledge through an ambassador, inviting them to brand tastings through different packs (luxury, ultra premium, premium).•After the purchase, the bottle is engraved with the name of the person & date.•They could appreciate a ritual of packaging with the bottle through different branding materials (ribbon, paper, gift bag & give aways), resulting in an excellent & attractive gift for Christmas.

Experience:•Place: luxury & premium architectural design through the most finest materials.•Staff: full trained brand ambassadors of ultra premium brands, store manager, packaging assistant, engraved assistant, cashier, sales force & security staff.•Brand tastings: through an expert brand ambassador offering different options of packs accompanied with a cheese table. •Packaging: with the most premium materials creating a gift with high quality.•Event: 40 strategic target & exclusive media enjoyed the night in Boutique D´ Hiver.•Luxury couple around polanco: Inviting potential consumers to know Boutique D´Hiver through store card.

• Boutique D´ Hiver is the first luxury store in Mexico City offering an ultra premium portfolio.

• No other liquor store offers a brand experience & individual attention.• PRM ultra premium portfolio had the same price of wholesaler. • This is the unique store with tastings, engraved bottles & gift pack. • Cozy place to take a rest & enjoy a high quality drinks.

KPI´s:

IMPACTS:•More than 1,600 impacts (60% men, 40% women / SEL: AB, YO: 25-35).

SALES:•82 bottles shipped (the most sold: Glenlivet 15, Perrier Jouet & Absolut Elyx)•More than 100 tastings.

PR:•Reach 40 strategic target through a premium event.•Exclusive media in the event generating $115,000 MXN.•Mailing to 1,000 partners (cava club europea).

DIGITAL MEDIA•Media coverage: 8 free publicities ($30,500 MXN).

SOCIAL MEDIA•FB: 221 fans.•Small World (luxury portal) impacts:10,700 partners.

KEY SUCCESS FACTORS•Excellent location of the venue in a relevant area of restaurants, bars & nightclubs, in which is our strategic target.•Luxury architectural design.•Availability to sell and offer brand tastings inside and outside the store.•Competitive prices vs wholesalers (same price).•Our strategic consumer enjoyed the brand tastings through the ambassador, which helps to impulse the purchase. •Total control of legal implications. (contracts, insurances & civilian protection).

WHAT COULD BE IMPROVED•Timing when the store opened, was not the better, because many of our consumers travel in this season.•Although the location of the venue is very relevant, Boutique D´ Hiver should be located on a street of premium stores more than bars & restaurants (in the same zone).•Boutique D´ Hiver should have stayed longer, to give consumers a chance to know it.•Have more time for planning & make necessary adjustments in the lay out.•Budget for an ATL campaign & happenings within Polanco.

Total Investment $1,370,000 MXN

Production and venue rent: $650,000 MMXN (includes rent, architectural design, legal considerations for licenses).Daily operation during 1 month: $470,000 (personnel fees).PR Event: $12,000 MXN (canapes, cocktails & agency operation).Packaging materials: $85,000 MXN.Agency fee: $153,000 MXN.

• Perfect introduction of PRM ultra premium portfolio towards strategic target.

• Perfect opportunity to generate worth of mouth for our brands & luxury store.

• An efficient way to generate buzz and digital media coverage with no budget.

• A way to generate revenues (around 5%).

Links to key website :Video: http://vimeo.com/58566608Images: http://www.wetransfer.com/downloads/0a0f41e8e7e9845b4c75f39228b47dd720130205234126/7b7528d60bc6b9ce72d2c520326885b520130205234126/570432