TARA LUBONOVICH BRAND IDENTITY DESIGN & INNOVATION NEW YORK

Diageo Tanqueray Non & Low Alc 01 Feb 2018

TARA LUBONOVICH NEW YORK 1 agenda contents brief audit observations non-alc movement aperitif culture cocktail frontier design exploratory

TARA LUBONOVICH NEW YORK 2 Develop a non-alcoholic the brief distilled spirit from Tanqueray (Seedlip) and an aperitif strength Tanqueray (11-12% Alc/Vol)

TARA LUBONOVICH NEW YORK 3 TARA LUBONOVICH NEW YORK 4 gin category

TARA LUBONOVICH NEW YORK 5 TARA LUBONOVICH NEW YORK 6 gin category as a whole communicates complexity compared to vodka, which is about simplicity and whiskey, which is about age

TARA LUBONOVICH NEW YORK 7 global gin

TARA LUBONOVICH NEW YORK 8 craft gin

TARA LUBONOVICH NEW YORK 9 TARA LUBONOVICH NEW YORK 10 gin fighter

TARA LUBONOVICH NEW YORK 11 non-alcoholic is a budding global movement

TARA LUBONOVICH NEW YORK 12 TARA LUBONOVICH NEW YORK 13 TARA LUBONOVICH NEW YORK 14 TARA LUBONOVICH NEW YORK 15 global non-alc spirits

TARA LUBONOVICH NEW YORK 16 global non-alc tonics & spritzes

TARA LUBONOVICH NEW YORK 17 botanical tonics & mixers

TARA LUBONOVICH NEW YORK 18 TARA LUBONOVICH NEW YORK 19 TARA LUBONOVICH NEW YORK 20 rosemary water wellness drink for longevity £23.70 6 x 750 mL

TARA LUBONOVICH NEW YORK 21 TARA LUBONOVICH NEW YORK 22 aperitif culture europe

TARA LUBONOVICH NEW YORK 23 TARA LUBONOVICH NEW YORK 24 Originates from Latin aperitivus, “to open” developed to stimulate the appetite

TARA LUBONOVICH NEW YORK 25 an aperitivo is technically either a bitter liqueur or an aromatized wine

TARA LUBONOVICH NEW YORK 26 TARA LUBONOVICH NEW YORK 27 ancient greeks extracted bitters to use in drinks as medicine to aid in digestion. they called it vinum absinthium

TARA LUBONOVICH NEW YORK 28 ancient romans adopted greek customs, the aperitivo lived on

TARA LUBONOVICH NEW YORK 29 aperitivo history

Book of Genesis Ebers papyrus cites Theophrastus, the The first botanical Johan Jacob Antonio Carpano Joseph Noilly Gaspare Campari Americano The Aperol states that herbs medical use of “father of botany” garden created in Schweppe invents sweet develops first creates bitter Cocktail Spritz are food for wormwood and writes the guide to Pisa, Italy founded vermouth dry vermouth Campari documented in phenomenon adam and eve 700 other natural plants & their uses Schweppes formula Guida al Barman begins remedies

1550 B.C. 350 B.C. 1543 A.D. 1783 1786 1813 1860 1920 1990’s

Catherine de Medici the “Spritz” is ice becomes moves to France and takes born in the more widely the aperitivo ritual with Veneto available in Italy her, and is said to be the source of our premium perception of the aperitif culture in Europe TARA LUBONOVICH NEW YORK 30 German soldiers in Northern Italy during WWI asked for a “spritz” [splash] of water to be added to the local Italian wine. the spritz was born

TARA LUBONOVICH NEW YORK 31 the americano first served in Gaspare Campari’s bar in Milan in the 1860’s, later renamed for its popularity among american tourists around the turn of the century 1.5 oz campari, 1.5 oz sweet vermouth, topped with soda water, orange garnish

TARA LUBONOVICH NEW YORK 32 the negroni in 1920’s Florence, Count Camillo Negroni ordered ‘an Americano with gin’ and created a new cocktail 1 oz campari, 1 oz sweet vermouth, 1 oz gin, orange twist garnish

TARA LUBONOVICH NEW YORK 33 the aperol spritz popularized in the 1950’s, it became a phenomenon in early 2000’s once Campari positioned it as ‘the perfect drink for social occasions’ The number 1 drink in Italy equal parts aperol and prosecco, dash of soda, orange slice garnish

TARA LUBONOVICH NEW YORK 34 TARA LUBONOVICH NEW YORK 35 the ritual of the aperitivo is more than a drink; it’s an expression of national pride, leisure and prosperity

TARA LUBONOVICH NEW YORK 36 italian

TARA LUBONOVICH NEW YORK 37 regional loyalty to brands is analogous to football team loyalty; it is common to have the same aperitivo daily

TARA LUBONOVICH NEW YORK 38 french

TARA LUBONOVICH NEW YORK 39 no ‘typical’ aperitif drink can be fortified wine, bitter liqueur, dry champagne, rosé, or a beer. depends on where you are in the world

TARA LUBONOVICH NEW YORK 40 aperitif culture america

TARA LUBONOVICH NEW YORK 41 in the early 1980’s white wine coolers had zero connection to european pre-dinner drinks, only to the diet lifestyle fad that birthed jazzercize & aspartame

TARA LUBONOVICH NEW YORK 42 TARA LUBONOVICH NEW YORK 43 what happened? congress quintupled excise taxes on wine in 1991, many producers went belly up or switched to making malt beverages; like bartles & james and seagram’s

TARA LUBONOVICH NEW YORK 44 aperitif culture now

TARA LUBONOVICH NEW YORK 45 wine spritzers are making a comeback in different forms; with #roseallday, and newcomers like mari, ramona and wolffer dry ciders

TARA LUBONOVICH NEW YORK 46 cocktail frontier

TARA LUBONOVICH NEW YORK 47 TARA LUBONOVICH NEW YORK 48 dandelyan bar is inspired by history’s great botanists; bringing new tastes from foreign lands, and new experiences

TARA LUBONOVICH NEW YORK 49 TARA LUBONOVICH NEW YORK 50 the nomad new york

TARA LUBONOVICH NEW YORK 51 TARA LUBONOVICH NEW YORK 52 stage is set for non-alc & low alc Gin to gain market share; consumers increasingly interested in hyper-local botanicals and lighter alternatives

TARA LUBONOVICH NEW YORK 53 brand considerations

TARA LUBONOVICH NEW YORK 54 tanqueray key equities

TARA LUBONOVICH NEW YORK 55 with a known brand, structure signifies usage occasion, and will impart credibility

TARA LUBONOVICH NEW YORK 56 how far can the brand stretch?

TARA LUBONOVICH NEW YORK 57 how to leverage botanicals?

TARA LUBONOVICH NEW YORK 58 botanicals are key to communicating gin character, nature, health & wellness, and can lend authenticity to proposition story

TARA LUBONOVICH NEW YORK 59 naming

TARA LUBONOVICH NEW YORK 60 emotive

functional aspirational

descriptive

TARA LUBONOVICH NEW YORK 61 tell the story of the liquid through both the proposition name, and dimensionalize it through the taste profile name (i.e. garden/spice)

TARA LUBONOVICH NEW YORK 62 concepts

TARA LUBONOVICH NEW YORK 63 wild nature

TARA LUBONOVICH NEW YORK 64 Uncultivated, wild nature bottled in a line of non- alcoholic distilled botanical spirits. Without sugar, preservatives, or alcohol, Tanqueray Pure is so fresh that you must refrigerate after opening. Offered in Cucumber, Mint Rose, and Allspice; these complex blends incorporate unusual botanicals found in the wild, like borage flower and bee balm blossom.

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TARA LUBONOVICH NEW YORK 68 inside the perfect garden

TARA LUBONOVICH NEW YORK 69 Inspired by God’s perfect garden on earth – a lush paradise that would allow one to live forever by eating its fruits – Tanqueray Eden is an alcohol-free, aromatic botanical blend that incorporates vapor distillates of each botanical, resulting in a carefully calibrated complex spirit.

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TARA LUBONOVICH NEW YORK 74 the first recipe [lost recipe]

TARA LUBONOVICH NEW YORK 75 Based on the first recipe developed by Charles Tanqueray in 1830, Tanqueray Native is a unique, aperitif spirit formula of over 30 botanicals and organic extracts, individually cold macerated, then distilled and blended to perfection.

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TARA LUBONOVICH NEW YORK 79 botanicals elevated

TARA LUBONOVICH NEW YORK 80 Inspired by the history of botany; discovering the unknown and experimenting with the unusual – Tanqueray Botanica sources the finest ingredients from Britain and beyond and delicately steam distills them to deliver unparalleled flavor combinations. A truly unique non-alcoholic spirit in 3 flavors: Eden, Ignus, & Flora.

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TARA LUBONOVICH NEW YORK 86 super herbals

TARA LUBONOVICH NEW YORK 87 Introducing an herbal spirit leveraging the taste of a primary herbal component – like Rosemary – to offer a unique take on the long drink or add complexity to cocktails. With just enough alcohol to preserve the carefully extracted organic botanicals, these blends offer herbals in their purest form.

*no health claims, emphasis on single herb is enough to trigger health & wellness awareness

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TARA LUBONOVICH NEW YORK 91 a cocktail we can own

TARA LUBONOVICH NEW YORK 92 Inspired by fleeting moments at dusk as day blends into night; Tanqueray Vesper is a bespoke aperitif inspired by the famous Vesper cocktail of gin, lillet and vodka. Tanqueray Vesper Bespoke Aperitif is comprised of bordeaux grape extract and unique botanical blends; available in Citra, Lilac and Spice profiles.

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TARA LUBONOVICH NEW YORK 96 modern alchemy

TARA LUBONOVICH NEW YORK 97 Charles Tanqueray traveled the globe in search of new, mysterious ingredients for his secret gin recipes, hoping to find unique ingredients to create the best gin. The latest recipe to be uncovered is Tanqueray Alchemy; a distilled botanical spirit with butterfly pea flower, lemongrass and juniper berry, with transformative qualities when mixed.

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TARA LUBONOVICH NEW YORK 101 the first distillery

TARA LUBONOVICH NEW YORK 102 Inspired by the name of Charles’ first distillery and the late industrialization time period in England; Vine Street from Tanqueray is a copper pot distilled botanical spirit made from a unique blend of wild, hand-foraged British botanicals. Availble in sparkling and still versions. TARA LUBONOVICH NEW YORK 103 8

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TARA LUBONOVICH NEW YORK 106 summary

TARA LUBONOVICH NEW YORK 107 non-alc & low-alc

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TARA LUBONOVICH NEW YORK 108 thank you

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TARA LUBONOVICH BRAND IDENTITY DESIGN & INNOVATION NEW YORK [email protected]