Date post: | 06-Apr-2017 |
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INVESTOR DECK
ABOUT MEZCAL
WHAT IS MEZCAL?
‣ Mezcal, like its cousin tequila, is made from the Agave plant.
‣ Mezcal is usually produced in Oaxaca (it can legally come from anywhere in Mexico). Tequila can only be made in the Tequila region.
‣ Tequila is made with only blue Weber agave, Mezcal can be made from many types of agave.
‣ Mezcal producers slow-roast the agave by burying it in pits with hot rocks, providing its signature smokiness.
HOW TO DRINK MEZCAL
‣ Many of the truly artisanal small-batch mezcals should be
sipped neat like an aged tequila or Islay Scotch. You can also use the spirit in a range
of complex cocktails.
ABOUT MEZCAL
THE BUZZ ABOUT MEZCAL
“If You Like Tequila, You'll Love Mezcal - But Get It Before It's Gone” Nov 2015
“Mezcal and Its Amazing Ascent” Jun 2015
“Good mezcal is to other popular agave-based spirits (tequila, cheap mezcal) what (most) single malt Scotch is to (most) blended whisky: smokier, heavier and more fiery but also capable of a much deeper, multi-layered set of complex flavors.” Apr 2014
“Liquid Hipster Gold”Mar 2014
“Move Over, Tequila: Why Artisanal Mezcal Is on the Rise” Aug 2015
“HOLY SMOKE” Nov 2014
ABOUT MESCAL
“MOVE OVER TEQUILA, IT’S MEZCAL’S TIME TO SHINE” Between 2011 and 2014 Mezcal sales grew by 48%, and total liters bottled for export increased by 79%.
This rapidly growing industry is
predicted to grow by over 500% over the
next 10 years.
600,000
900,000
1,200,000
2011 2012 2013 2014
INTRODUCING SANTO DIABLO MEZCAL
THE IRRESISTIBLE MEZCALSanto Diablo Mezcal: The Spirit of the Gods.
TAGLINE
The Irresistible
Mezcal.
ATTRIBUTES
Divine.Mischievous.Irresistible.Intriguing.
VISION
To Become the World’s First
Household-Name Mezcal.
MSRP: $42 Wholesale: $30
OVERVIEW
Santo Diablo is poised to become the world’s first household-name Mezcal. In-demand by tastemaker restaurants, exclusive
nightclubs and trendy bars, we transform an old-world concoction into a sexy, modern-day elixir.
INTRODUCING MEZCAL
AN AWARD-WINNING MEZCALSanto Diablo Mezcal is highly-acclaimed with Tastemakers and Industry Experts.
WINNER 2015 Best In ClassGold Medal
Spirits of Mexico Competition Atlanta, GA Nov 2015
“I am thankful for many things including your mezcal, which I am sipping right now!”
- John McEvoy, Author, “Holy Smoke! It’s Mezcal!”
BUSINESS PLAN
MARKET OPPORTUNITYMezcal, The New Rockstar.
‣ Comparing with growth trends in the Tequila Industry, Mezcal is on its way to surpassing its cousin in the 100% agave, premium categories.
‣ As a pioneer in the industry, Santo Diablo has the potential to effectively carve-out a recognizable identity and loyal following, thus commanding market dominance and increased security.
BUSINESS STRATEGY
COMPETITIVE LANDSCAPEThere are a only handful of Mezcal’s that are just beginning to make a mark in the U.S.
BUSINESS STRATEGY
BUSINESS STRATEGIESEmploy and engage business strategies that can scale on demand.
Marketing & PR Sales & Distribution Projected Revenue
Engage with press worthy influencers to build evangelists and media
visibility.
Sales force is cash incentivized to meet and exceed quotas. 2016: $500K
2017: $1MM
2018: $3MM
2019: $6MM
Refresh and Activate Branded Digital Touch Points
(Website & Social Media) .
National distribution by end of 2016. In negotiations for international distribution throughout Europe.
Partners: Stacy Katz Consulting & HUMdigital
Partner: Jalisco Trading Company
Private Mezcal Producer can SCALE ON DEMAND
BUSINESS STRATEGY
PR & MARKETING STRATEGYWe’re building buzz among Tastemakers and Industry Experts. Steady build towards critical mass.
1:1 Brand Management
Continue to share story city-by-city, face-to-face. Sip juice with industry
experts. Build dedicated fan base and loyal
supporters that spread the word.
Target Key Tastemakers
‣Craft Cocktail / Mixology
‣Gastronomy Chefs
‣ Food & Beverage Journalists
‣ Food & Beverage Bloggers
‣Mezcal / Agave Fan Websites
Critical Mass
BUSINESS STRATEGY
OUR CUSTOMERSOur clients rank among the most prominent tastemaker restaurants & nightclubs in California.
Santo Diablo is the only brand of Mezcal at Johnny Depp’s World Famous Viper Room.
BUSINESS STRATEGY
TARGET MARKETSPhase 1: Target key markets to grow credibility among Enthusiasts that spread word.
Lovers of Agave Based Spirits
Admirers of Small-Batched Artisanal Spirits
Fans of Whiskies, Cognacs, Fine Wines & Craft Beers
Followers of Craft Cocktail Movement
Self-Proclaimed Foodies
Latin Cuisine Enthusiasts
Cooking Show Fanatics
Cigar Aficionados
LEADERSHIP
TEAMThe Santo Diablo Team is comprised of experienced executives and industry masters
Gustavo RicoyMezcal Producer, Oaxaca
Veteran Award-Winning Mezcal Producer based in Oaxaca.
Brian EaganVP, Operations
A serial entrepreneur who has built and sold profitable companies since 1998.
Karla Amtmann Co-FounderCEO & Founder of The Mezco Group and officially certified as a Master Mezcalier by I.M.P.I., the Mexican government’s tequila and mezcal regulatory agency.
Daniel LubertCo-FounderCo-Founder and Joint Chairman of The First Group with more than 30 years of success as a serial entrepreneur and investor.
LEADERSHIP
BOARD OF ADVISORSSanto Diablo has garnered an extremely diversified and notable group of advisors that strategically positions us for success.
Mark RampollaShareholder and
Advisor
Founder, Coconut Water
Ruben Arenas Advisor
CEO, Jalisco Trading Company
Ignacio Sanchez-AldanaAdvisor
Deputy of Trade & Investment Commissioner, MX US
Consulate General
Oliver Trevena
Advisor
Global Brand Ambassador,All Saints