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VeeV Spirits is experiencing strong growth, increasing 202% in December 2013 and 54-60% in Q1 2014. To continue this momentum, VeeV is implementing several growth strategies, including increasing their sales and trade investment, repositioning from a cordial/liqueur to a vodka, and driving millennial consumer engagement. Key tactics include developing a new cocktail strategy focused on vodka-based drinks, moving the product to the vodka aisle and premium vodka shelf, implementing aggressive trade media spending and on-premise support, and leveraging chain success to expand into larger chains. Similarly, VitaFrute doubled its points of distribution for 2014 and will launch a new coconut colada extension while increasing retail channel

VEEV Spirits Scaling and Building Strong
Momentum
? Grew +202% in
December 2013
? +54% in Q4 and +60%
in Q1
? March +77%!!
? VeeV +25% in Q4&Q1
? Increased sales
support dollars 4Xs vs
prior year
? Added 8 sales mgrs
around the country
$
$
$
$

Growth Strategies in Place for 2014 & Beyond!
Increased Sales &
Trade Investment
KEYLEARNINGSGROWTHDIRECTION
Move From
Liqueur to Vodka
Aisle
Single Product On
Premise Focused
to Portfolio
Driving Millennial
Consumer
Engagement
$
$
$
$
$

We will redefine ourselves reposition
against Vodka
FROM
? Cordial/Acai Liquor
? White Spirit Replacement
? 60 Proof
? Small category
? Cordial shelf
? Playing it safe
TO
? White Spirit
? Vodka Replacement
? 70 Proof
? Into largest Spirit Category
? Premium Vodka shelf
? Attacking Vodka

Strong Trade Amplification
Aggressive Trade Media spend
in top industry publications and
events to introduce VEEV 70
proof to the market.

On Premise Support
Key elements will help promote our new
campaign and cocktail strategy.
Table Tent
Rimmer Program
Palm Card Cocktail Guide Pitchers
Poster
Custom Mason Jars

VeeV Continues to Leverage Current Chain
Success to Scale In Larger Chains
? Success in a wide-range of accounts from Ruby Tuesday to CPK to Seasons 52
? Success in current base of accounts leads to greater likelihood to convert
pipeline accounts which include the 5 biggest chains in the country
Current Partners Pipeline
Mid-casual Dining Up-scale Dining
Mid/Up-scale
Hotels/Travel
Travel /
Entertainment
Pipeline Accounts

Move to Vodka Section
Reposition VEEV from
Cordial category into
the Vodka Set
Shelf Placement
? Top shelf/eye level placement
? 1 to 2 facings
? Target next to
Ciroc, Belvedere or Grey
Goose

In-store Support
Window Poster/Cling
Floor Decal
Display Rack

At shelf Support
Shelf Talker
Bottle Tag
Shelf Glorifier

What��s New in 2014
New bottle and label
available at retail
Increased investment and support in key retail channels
New Line Extension
Coconut Colada

NEW Coconut Colada
Launch new VitaFrute
Coconut Colada line
extension.
Health & Wellness:
? Coconut Health
Benefits
? Low Calorie Delivery
? Organic

RADIO
SOCIAL MEDIA
4Xs Spend vs. 2013
Recruit: Scalable and Targeted Summer
Media Support
OUT-OF-HOME
IN-STORE

VitaFrute Already doubled Points of Distribution
for 2014 w/ Large Pipeline
? Already doubled PODs with national
mandate in CVS for 2 skus and
opportunity for another 3,500 PODS
? Full year sales for 2013 PODs as well
?Tremendous Year 1 distro with over
2,000 PODs
? Only 6 months of chain sales given roll-
out dates. Less than $500k A&P budget
3,000 PODs in 2013 8,000 PODs Authorized in 2014

Summer Program
Turnkey retail
program will provide
consumers with
simple and inspiring
summer entertaining
cocktail solutions.

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This document outlines plans to reposition VeeV spirit brand from a cordial/liqueur to a vodka alternative. Key points include: - VeeV is currently misunderstood as a cordial but aims to compete directly with vodka by becoming a neutral spirit at 70 proof. - Plans include a new marketing campaign positioning VeeV as a better vodka alternative, increased advertising spend, and a new higher proof formulation. - Support for trade partners includes engaging mixologists to develop cocktail recipes and a trade media campaign to introduce the new 70 proof VeeV. - For the VitaFrute brand, plans include a new bottle/label, increased retail investment, a new Coconut Col

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WSWA Deck

1. VeeV Spirits Overview

2. VEEV Spirits Scaling and Building Strong Momentum ? Grew +202% in December 2013 ? +54% in Q4 and +60% in Q1 ? March +77%!! ? VeeV +25% in Q4&Q1 ? Increased sales support dollars 4Xs vs prior year ? Added 8 sales mgrs around the country $ $ $ $

3. Growth Strategies in Place for 2014 & Beyond! Increased Sales & Trade Investment KEYLEARNINGSGROWTHDIRECTION Move From Liqueur to Vodka Aisle Single Product On Premise Focused to Portfolio Driving Millennial Consumer Engagement $ $ $ $ $

4. We will redefine ourselves reposition against Vodka FROM ? Cordial/Acai Liquor ? White Spirit Replacement ? 60 Proof ? Small category ? Cordial shelf ? Playing it safe TO ? White Spirit ? Vodka Replacement ? 70 Proof ? Into largest Spirit Category ? Premium Vodka shelf ? Attacking Vodka

5. New Positioning & Campaign

6. Cocktail Strategy COCKTAIL STRATEGY Better with VEEV VEEV Trade Pairing Cocktails COCKTAIL STRATEGY Vodka based cocktails we make better VEEV hero mixology cocktails Versatility (NO VODKA) Focused cocktail strategy that will expand our brand usage among consumers and trade, while reinforcing our intrinsic message. WILLY SHINE

7. Strong Trade Amplification Aggressive Trade Media spend in top industry publications and events to introduce VEEV 70 proof to the market.

8. On Premise Support Key elements will help promote our new campaign and cocktail strategy. Table Tent Rimmer Program Palm Card Cocktail Guide Pitchers Poster Custom Mason Jars

9. VeeV Continues to Leverage Current Chain Success to Scale In Larger Chains ? Success in a wide-range of accounts from Ruby Tuesday to CPK to Seasons 52 ? Success in current base of accounts leads to greater likelihood to convert pipeline accounts which include the 5 biggest chains in the country Current Partners Pipeline Mid-casual Dining Up-scale Dining Mid/Up-scale Hotels/Travel Travel / Entertainment Pipeline Accounts

10. Move to Vodka Section Reposition VEEV from Cordial category into the Vodka Set Shelf Placement ? Top shelf/eye level placement ? 1 to 2 facings ? Target next to Ciroc, Belvedere or Grey Goose

11. In-store Support Window Poster/Cling Floor Decal Display Rack

12. At shelf Support Shelf Talker Bottle Tag Shelf Glorifier

13. VitaFrute 2014

14. What��s New in 2014 New bottle and label available at retail Increased investment and support in key retail channels New Line Extension Coconut Colada

15. NEW Coconut Colada Launch new VitaFrute Coconut Colada line extension. Health & Wellness: ? Coconut Health Benefits ? Low Calorie Delivery ? Organic

16. RADIO SOCIAL MEDIA 4Xs Spend vs. 2013 Recruit: Scalable and Targeted Summer Media Support OUT-OF-HOME IN-STORE

17. VitaFrute Already doubled Points of Distribution for 2014 w/ Large Pipeline ? Already doubled PODs with national mandate in CVS for 2 skus and opportunity for another 3,500 PODS ? Full year sales for 2013 PODs as well ?Tremendous Year 1 distro with over 2,000 PODs ? Only 6 months of chain sales given roll- out dates. Less than $500k A&P budget 3,000 PODs in 2013 8,000 PODs Authorized in 2014

18. Summer Program Turnkey retail program will provide consumers with simple and inspiring summer entertaining cocktail solutions.

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