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Fy22 Nam Situation Analysis &

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Fy22 Nam Situation Analysis & FY22 NOILLY PRAT VISION IS TO BECOME THE LEADER OF THE PREMIUM VERMOUTH/WBA CATEGORY BY SPREADING AN ART DE VIVRE CRAFTED BY THE SEA Two areas of focus in FY22: 1. CONTINUE TO GAIN AWARENESS & INCREASE VOLUME IN THE OFF-PREMISE Occasion focused solutions and content to drive at home drinking moments 2. RECONNECT WITH COMMERCIAL TEAMS, CONSUMERS & TRADE IN THE ON-PREMISE Lighthouse account focus & Aperitif Activations will help gain consumer awareness & provide buzz around the brand FY22 V2A Global Brand Vision TO BECOME THE LEADER OF THE PREMIUM VERMOUTH/WBA CATEGORY BY SPREADING AN ART DE VIVRE CRAFTED BY THE SEA Business Goal To triple the brand’s NSV by 2029 with the DBC to grow in the same proportion Recruit & Re-Recruit Core Consumer Motivate top-trade to use Noilly Prat in their Classic Cocktails and to encourage food pairing with it. -25-40 Males and Females, well educated trend setters, living in urban, metropolitan areas to choose Noilly Prat for their aperitif moment with friends and top trade to recommend different Challenges drinks options using Noilly Prat. JTBD 1 The Original French Vermouth JTBD 2 Crafted by the Sea From the South of France Re-connect with the top-trade through Classic Cocktails Activate disruptive serve to drive volume + leverage other Noilly Prat variants for food pairing GET Top Trade (focus on list of 100 best bars in the world) to use Noilly Prat GET 25-40 YO Consumers to consider Noilly Prat for a light (Extra Dry & Rouge in NAM) for their Classic Cocktails (50:50 Martini/Manhattan) and refreshing long drink. TO Noilly Prat is the vermouth of choice for Classic Cocktails TO Noilly Prat is my preferred option for a light aperitif with friends. I do not consider Noilly Prat as an option for my aperitif Jobs To Be Done FROM Using other vermouth brands in their ClassicCocktails FROM BY Promoting Noilly Prat + Perrier in key trade accounts BY Reconnecting with the Top trade through advocacy and social media SMART GOAL: -Noilly Prat + Perrier supported on 5 lighthouses account at least in every key US city. (list to be defined). SMART GOAL: -Noilly Prat visibility in the cocktail menu x 2. -Grow on-trade in key markets by 10% • Use advocacy to promote Noilly Prat + Perrier • Leverage the Classic Martini cocktail & Manhattan • Advocacy + PR around food pairing • Trade advocacy trips to Maison Noilly Prat • Develop relevant POSM to support. Key Activities • Social Media • Social Media $USDBudget $USD Budget 20 % ofA&P A&P Budget Allocation 40 % ofA&P Pricing Imperative Pricing as per Price Strategy Guidelines (ie benchmark Dolin/Lillet) nternal useonly confidential content & fori PLAYBOOK > TAR GE T AUDIENCE PROFILE TARGET AUDIENCE PROFILE PAGE 10 THE TARGET SE LE CT I ON I S BASE D ON THE AN ALY S I S OF THE DATA, WE RE COM M END THE FOLLO WING TARGET C O N S U M E R M I N D S E T S FOR NOILLY PRAT: Primary Target Secondary Target SIMPATICOS SOULFULS A slightly older age group, but are extremely socially connected with friends and family and enjoy drinking spirits and wines typical of the aperitif occasion A n extremely socially connected with friends and family. They enjoy moments spent at the end of the day, chilling out with an aperitif. ASPIRATIONS Simpaticos are extremely socially engaged, connecting with friends and family in an authentic way which fits with the brand and the ASPIRATIONS aperitif occasion Soulfuls love spending time with friends and family in an authentic and simple way which fits very well with the brand. MIND MAP There is good strategic alignment of Simpaticos’ traits with the Noilly Prat Mind Map they reflect an authentic, genuine, friendly MIND MAP attitude There is good strategic alignment of Soulfuls’ traits with the Noilly Prat Mind Map they reflect a simple, friendly and balanced attitude. CATEGORY DRINKERS #2 mindset for aperitif drinkers globally #1 mindset for white wine (globally) New Packaging hitting the market now; more premium & attractive look to help stand out to consumers NOILLY PRAT® NOILLY PRAT® NOILLY PRAT® EXTRA DRY ORIGINAL DRY ROUGE Blend of dry white wines macerated with botanicals including Roman Aged dry white wines blended with botanicals, including Roman Blend of dry white wines macerated with botanicals, including saffron chamomile and gentian from France, bitter orange peels from Tunisia chamomile and gentian from France, bitter orange from Tunisia and and nutmeg from Indonesia from Greece, lavender from France, cloves from Madagascar and nutmeg from Indonesia cocoa beans from Venezuela CHANNEL CHANNEL CHANNEL OFF/ON-PREMISE ON-PREMISE OFF/ON-PREMISE DRINK STRATEGY DRINK STRATEGY DRINK STRATEGY 50/50 Martini & Olivette THE ORIGINAL DRY (over ice) & LE SUD MANHATTAN & NEGRONI PORTFOLIO PLAY PORTFOLIO PLAY PORTFOLIO PLAY GREY GOOSE, BOMBAY SAPPHIIRE,OXLEY GIN MOSTLY USED AS A STAND -ALONE APERITIF DEWARS12, BOMBAY SAHPPHIRE, ANGEL’S ENVY, D’USSE Noilly Prat fits into many classic cocktail occasions;the most popular in the US being the 50/50 Martini LE SUD NOILLY PRAT ROUGE OLIVETTE CLASSIC EXTRA DRY ORIGINAL DRY 1 ½ part NOILLY PRAT® Original MANHATTAN MARTINI COCKTAIL CLASSIC ½ part ST~GERMAIN® Dry 1 part NOILLY PRAT® Extra Dry Chilled Sparkling Water 1 part Noilly Prat® Rouge 1 part Noilly Prat® Extra Dry 2 parts Noilly Prat® Original Dry 1 part OXLEY® GIN Frozen Grapes 2 parts DEWAR’S 12 year old whisky 1 part GREY GOOSE® vodka or BOMBAY Twist (or a slice) of lemon Dash of orange bitters SAPPHIRE® gin METHOD: STIRRED METHOD: STIRRED Dash of orange bitters Cherry Pour Noilly Prat Original Dry GLASS: MARTINI GLASS: Collins Glass Lucques Olive or twist of lemon over ice sphere and stir once. ICE: N/A ICE: Small Ice Spheres Place all the ingredients in a mixing glass filled Squeeze the lemon peel over GARNISH: Olive GARNISH: Frozen Grapes with ice Place all the ingredients in a mixing glass filled the glass to release its essential Stir well for 20 seconds with ice oils. Garnish with the twist of A lighter version of the classic gin martini— Fill glass with ice. Pour in Noilly Single strain into a Manhattan cocktail glass Stir well for 20 seconds lemon. this cocktail provides the perfect balance Prat, top with Sparkling Water Single strain into a classic cocktail glass Garnish with an orange twist or cherry of flavors and garnish with frozen grapes Garnish with a Lucques olive or twist of lemon The botanicals of the gin, The wind notes of the vermouth and the fruity notes of St~Germain NOILLY PRAT SHOWING POSITIVE GROWTH IN FY21; +9% IN SALES VS LY • ROUGE & EXTRA DRY SHOWING YOY GROWTH; • OPEN STATES RESPONSIBLE FOR MAJORITY OF ORIGINAL DRY SHOWING A DECLINE WHICH IS BUSINESS; ACCOUNTS SOLD IS DOWN ACROSS ALL DRIVING OVERALL BRAND HEALTH DOWN CBU’S SHOWING AREAS FOR GROWTH • BRAND IS GROWING DESPITE NO HISTORICAL • DEPLETIONS VS LY UP 3.2% SHOWING SALES ARE FOCUS OR SUPPORT STRONG BUT BRAND NEEDS MORE DISTRIBUTION; DOWN -10% IN ACCOUNTS SOLD vs LY ACROSS ALL • CONSUMERS ARE MAKING MORE COCKTAILS AT CBU’S HOME, DRIVING THIS BEHAVIOR CBU PERFORMANCE 26,262 9L cs 30000 • ROUGE & EXTRA DRY BOTH PERFORMING WELL; +2.6% VS LY PLANS TO CAPITALIZE ON THIS MOMENTUM AS 25000 MARKETS REOPEN 20000 11,770 9L cs 15000 +5.7% vs LY 7,260 9L cs +1.4% vs LY 10000 1,910 1,470 5000 -12.3% vs LY 774 -10.7% vs LY -3% vs LY 0 Open States Control States Franchise FY20 9L Depl Accounts Sold.
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