2007 brand plans december 5 2006
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2007 Brand Plans December 5, 2006. Discussion Topics. 2006 Business Review Cooler Volume & Flavor Breakdown Smooth Volume Review Black Dog Volume & Distribution Review Seagram’s Coolers 2007 Brand Plan Smooth 2007 Brand Plan Spanish Peaks 2007 Brand Plan Toña 2007 Brand Plan.

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2007 Brand Plans December 5, 2006

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2007 brand plans december 5 2006

2007 Brand Plans

December 5, 2006


2007 brand plans december 5 2006

Discussion Topics

  • 2006 Business Review

    • Cooler Volume & Flavor Breakdown

    • Smooth Volume Review

    • Black Dog Volume & Distribution Review

  • Seagram’s Coolers 2007 Brand Plan

  • Smooth 2007 Brand Plan

  • Spanish Peaks 2007 Brand Plan

  • Toña 2007 Brand Plan


2006 business review

2006 Business Review


Major brands kansas city seagram s coolers depletions review

Major Brands – Kansas CitySeagram’s Coolers Depletions Review

  • 88% of plan

  • New flavors are 14% of total business YTD

  • Top 5 flavors represent 62% of total business YTD


Major brands kansas city seagram s coolers depletions review1

Major Brands – Kansas CitySeagram’s Coolers Depletions Review


Major brands kansas city

Major Brands – Kansas City


Major brands kansas city tea breeze distribution

Major Brands – Kansas CityTea Breeze Distribution

  • Currently in distribution in 93 Off Premise Accounts

  • Still plenty of opportunities!


Major brands kansas city tea breeze distribution wal mart

Major Brands – Kansas CityTea Breeze Distribution – Wal Mart

  • Achieved 100% Distribution

  • Outstanding Job!


Major brands kansas city seagram s coolers distribution by trade channel

Major Brands – Kansas City Seagram’s Coolers Distribution by Trade Channel

  • Independent grocery and c-stores represent greatest opportunities for expansion

  • Need to identify voids in chain supermarkets


Major brands kansas city top cooler customers

Major Brands – Kansas CityTop Cooler Customers

  • These accounts represent 66% of total business YTD


2007 brand plans december 5 2006

Major Brands – Kansas CityCooler Nielsen Scan Data – YTD ending July 16, 2006


Major brands kansas city usb seagram s coolers case spend

Major Brands – Kansas CityUSBSeagram’s Coolers Case Spend

  • Depletions:$x.xx

  • Incentives:$x.xx

  • Advertising:$x.xx

  • Other:$x.xx

    Total:$x.xx per case

    Case Spend does not include POS


Major brands kansas city 1 st quarter objectives

Major Brands – Kansas City1st Quarter Objectives

  • Finish Tea Breeze distribution

  • Establish Super Bowl goals & incentive

  • Establish programming w/ local chains

  • Set up buyer meetings w/ local chains and independents

  • Jamaican Me Happy orders and objectives


Major brands kansas city seagram s escapes 2007 objectives

Major Brands – Kansas CitySeagram’s Escapes 2007 Objectives

  • Targeting a 5% increase over 2006 total volume

    • Actual goal will be communicated first week of January 2007


Major brands kansas city smooth depletions review

Major Brands – Kansas City Smooth Depletions Review

  • 24oz package is 62% of total business YTD

  • Pink Dragon represents 36% of total business YTD

  • Liquid Haze represents 22% of total business YTD

  • Blue Banshee represents 18% of total business YTD


Major brands kansas city smooth depletions by trade channel

Major Brands – Kansas City Smooth Depletions by Trade Channel


Major brands kansas city smooth 24 oz distribution by trade channel

Major Brands – Kansas City Smooth 24 oz Distribution by Trade Channel


Major brands kansas city smooth 12 oz distribution by trade channel

Major Brands – Kansas City Smooth 12 oz Distribution by Trade Channel


Major brands kansas city usb smooth case spend

Major Brands – Kansas CityUSBSmooth Case Spend

  • Depletions:$x.xx

  • Incentives:$x.xx

  • Samples:$x.xx

  • Advertising:$x.xx

  • Other:$x.xx

    Total:$x.xx per case

    Case Spend does not include POS


Major brands kansas city black dog depletions review

Major Brands – Kansas CityBlack Dog Depletions Review


Major brands kansas city black dog depletions by trade channel

Major Brands – Kansas CityBlack Dog Depletions by Trade Channel


Major brands kansas city1

Major Brands – Kansas City


Major brands kansas city black dog distribution tracking

Major Brands – Kansas CityBlack Dog Distribution Tracking

  • Distribution leveled off after Oct

  • 41% of goal on Black Dog Ale

  • 67 % of goal on Honey Raspberry

  • Need to ramp up overall distribution efforts Jan. 2007


2007 brand plans december 5 2006

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