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Tamaulipas

Durango

Zacatecas

San Luis Potosí

Guanajuato

GuerreroOaxaca

Mezcal production in Mexico

Value Proposition

Traditional brands of mezcal over-rely on the reputation of their designation of origin to generate sales. Furthermore, the flavour of traditional mezcals is strong, something that makes it difficult for the average consumer to adopt.

Miel de Tierra is a brand focussed on two aspects that differentiate it in the market:

✦Strategic focus on branding✦Smooth flavour that allows the producto to

enter the regular consumer market.

Our Products

THE PURITAN -

This singular mezcal represents the highest purity that can be achieved in a distillate of this category.

Crafted in south of the state of Zacatecas, an ancient Mezcal producing region where purity is championed above all else.

This label penetrates with a single, focused flavor that immediately surrounds on the palate, leaving a soft vanilla note that lingers pleasurably which is renewed with every small sip.

Sommeliers will find Miel de Tierra joven to be astonishingly simple in its flavours, no smoke, no ash, only pure agave craftsmanship.

THE WILDCARD

Miel de Tierra Salmiana is made from wild Salmiana Agaves, which only grow in the secluded region of San Luis Potosí in Central Mexico. This craft mezcal features remarkable notes of pepper and fine spices.

Along wit it, comes exotic aromas that blend perfectly to create a cascade of flavours meant only for the seasoned mezcal aficionados

A fine, exotic mezcal that englobes a wild , yet balanced, combination of spiced flavors and aromas that make this label immediately stand out from all the other Mezcal styles.

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THE CLASSIC

Miel de Tierra Espadin is the cornerstone of classic Oaxacan Mezcal making tradition.

The agaves are slowly roasted underground for days, then crushed manually with our 3 ton Tahona, and fermented in traditional wooden vats, this mezcal represents the finest of Oaxacan craftsmanship.

Delicate, yet balanced smoke essences, accompanied with earthy notes, this mezcal brings back full Oaxacan history with every short sip.

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THE GRANDFATHER

The first born of our house. Named as “The smoothest tasting Mezcal” in its category Miel De Tierra Reposado has been recognized multiple times for its delicate flavor to the palate. It is undoubtedly the strong notes of virgin oak timbers that mark the exquisite tasting experience, deliberately replacing the flavors of smoke and ash that are common amongst lesser mezcals.

Finally, Miel de Tierra Reposado is characterized by the light touch of “honey” that lingers on the palate. This delicate flavour comes from the sweet sap of virgin timber that is strictly used to rest our mezcal for months in the catacombs of our hacienda.

A distinctly different mezcal, recommended for sensitive and refined tastes that treasure delicate flavors above all else.

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THE LEGACY

With five years in the making, Miel de Tierra Añejo Reserva is the most selective distillate of our craft. Produced from our private family reserve, this Aged Mezcal attains the most delicate notes of seasoned oak timbers and its cherished honey sap.

This super aged Mezcal completely breaks the conventional Mezcal wisdom by presenting the most smooth and rounded notes of wood-honey and vanilla ever to be seen embedded in the extra premium Mezcal category.

Miel de Tierra Añejo delivers a unique gastronomic experience for connoisseurs and amateurs alike.

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RecognitionsMiel de Tierra won the Double Gold Medal at the International Spirits Competition in San Diego California, and the Silver Medal at the International Spirits Competition in New York

City, obtaining in 2014 the highest recognition possible for a distillate. Since

then, Miel de Tierra has participated in only one additional competition

For every bottle sold, Miel de Tierra is committed to share a portion of the profits in helping the natural

conservation of wild honeybees in rural Mexico.

Weaknesses

T H E C O M PE T I T I ON

StrengthsSale Price

Niche Popularity

Brand Personality

International Awards

Packaging

Selection of Mezcal Regions

Efficiency in Marketing Costs

Inventory Management

Operations

Capital for large scale production

Strengths and weaknesses Miel de Tierra has in relation to the competition

MA R KE TSize of the tequila / mezcal market in

4.5 Billion Dollars

3.5 Billion DollarsGender: MaleAge: 24 - 45

Socioeconomic status: High - Middle high

(AB, C+)

M ARK E T ING ST RAT E GY

Miel de Tierra's strategy to achieve positioning is to use aggressive, constant and low-cost marketing

techniques across digital communication media.

Targeted Social Media Campaigns

Search Engine Optimisation

Opinion Leaders ( Mavens )

Point-of-sale centers

M A R KE T I N G S T RAT EGY

Marketing and advertising expenses MXN

2014-2016

Marketing expenses: 14.9 % of sales

31% of new brands

VS

T RAC T I O N T O DAT E

Sales

Cumulative sales :2014 vs 2015:

+94.2%2016 vs 2015 :

+99%

Average sales growth of 89% since launch year.

61%

National wholesale International Clients

39% KoreaUSA

CanadaGermany

Italy

Brand Value

The fastest growing Mezcal Brand on social mediaMiel de Tierra

Los Danzantes

Marca Negra Unión Sabios de

Lua

Facebook 63k 4.2k 7.9k 10.2k 2k

Instagram 13k 813 3.2k 7.7k 4k

Wordlwide Presence

USA

Germany

Italy

Colombia

Korea

Canada38%

Net Margin

C A P I TA L N EE D E D

Series A Round $250,000 USD

Detailed use of resources, and financial projections, will be supplied separately

U P C O M I NG P RO JE C T S

M IE L D E L C IE LO

Crafted in small quantities, our beer reflects local talent. Made with absolute passion

and diligence by our brewmaster, who works

tirelessly to infuse perfection in every bottle.

Using a single malt with honey; The result is a slight

persistent satisfaction in the palate, sweet, but key in

creating the perfect beer.

S AL D E GU S A NO

Av. Fundadores 995 Int. 502, Col. Valle del Mirador, Monterrey, N.L., C.P. 64750www.mieldetierra.com