Lillet rose

June 2011

Context

• Wine-based aperitif category is not performing well but Lillet is performing well in spite of this, mostly thanks to:

• Lillet blanc performance• Consumer trends based on long drink/summer drinks.

• Rosé wines, champagne & sparkling wines are performing well, especially among women

• Several Wine-based aperitif brands have launched a rosé version to attract female consumers– E.g.: Martini Rosatto– E.g.: Porto Cruz Pink

• Ambition for the brand: drive Lillet among favorite aperitif wines.

• Objective: recruit and bring loyalty.

• Plan: complete our portfolio with New Product Development to widen our offer

• Target: wine and wine-aperitif enthusiasts, Lillet consumers.

Strategy

1. The Consumer:• The Lillet consumer already drinks Rosé wine• Consumers are become more wine-savvy and are discovering the fresh and fruity

taste of Rosé• Consumer acceptance: equivalent to Lillet Blanc / significantly better than Martini

Rosatto

2. The Mixology Crowd:• Mixologists are asking for Lillet Rosé. Rosé vermouth is gaining increasing

attention (some mixologists are making their own)

3. The Proposition:• Rosé is very “French” and Elegant, fitting with the Lillet proposition

4. Retail visibility:• Adds an extra face on the shelf!

The Lillet Rosé proposition

Next Steps

• Launch dates – July 2011: presentation at Tales of the Cocktails (tasting room for

120 participants)– October 3rd: availability of Lillet Rosé – Fall 2011: soft launch in key cities via Brand Ambassador

sampling to top mixologists (USA/Germany)– End of spring 2012: official launch (key period for Lillet)

• 2012 Marketing activation (To be budgeted):– Lillet Rosé cocktails list– Dedicated POS (TBD)– Create buzz via PR campaign & events

Information Sheets

Lillet Rosé

Rosé On Ice

Cocktails

Rougissant(Jacqueline Patterson)

2 oz. Lillet Rosé1 oz. Hendrick's Gin0.5 oz. grenadine0.25 oz. orgeat0.5 oz. freshly squeezed lemon juice2 oz. Soda water

Blushing Manhattan

2 oz. Lillet Rosé1 oz. bourbon whisky1 bar spoon gum syrup2 dash grapefruit bitters

Combine ingredients in a mixing glass and stir with ice to chill. Strain into a chilled cocktail glass.

Short shake all ingredients except the soda water with ice and fine strain over fresh ice. Top up with soda water and stir.

Events:Tales of the Cocktail 2011