SKYY SPIRITS LLC

Assistant Brand ManagerAmerican Whiskey’s and Tequila

Christopher SerioMarketing MBA

• Gruppo Campari• Company Overview, Competition, SWOT

• Portfolio Brands• Wild Turkey, American Honey, Cabo, Espolon

• Assistant Brand Manager• Mission, Objectives, Competencies

• Appendix• Cover Letter, Resume

Table of Contents

Gruppo Campari

• 6th largest global spirits company• 2009 sales of $1.4 billion, down 1.6% from 2008• Sales up 22.9% through first quarter 2010• 2000 employees, 190 nations, 40 portfolio brands• Market leader in Italy and Brazil• Strong presence in U.S. and Continental Europe• Organic and external growth strategy

• Fortifying presence within emerging markets• 2009 acquisitions – Wild Turkey and American Honey

• North American subsidiaries• SKYY Spirits LLC, Destilador San Nicolas, and Rare Breed

Distillery

Gruppo Campari

• Diageo• 2009 net sales of $13.25 billion, up 13% from 2008• Own 17 of top 100 premium brands and eight of top 20 brands• Johnny Walker, Crown Royal, Smirnoff, Tanqueray, Captain Morgan

• Pernod Ricard• 2008/09 net sales of $8.82 billion, up 9% from 2007/08• 15 key brands represent over 50% of portfolio revenues• Absolute, Chivas, Beefeater, Jameson, Kahlua

• Bacardi• 2009 net sales of $5.3 billion, down 4% from 2008• Bacardi, Dewar’s, Bombay Sapphire, Grey Goose

• Brown-Forman• 2009 net sales of $3.2 billion, down 3% from 2008• Smaller portfolio, dominated by tequila and whiskey (Jack Daniels)

• Fortune Brands (Beam Global)• 2009 net sales of $2.5 billion, down 0.5% from 2008• Beam, Maker’s Mark, Sauza, Courvoisier, Cruzan, Effen, Knob Creek

Competition – Top Five

SWOT AnalysisStrengths:• Diverse portfolio – 40 brands across three

business segments • Spirits market leader in Italy and Brazil• Strong market presence in U.S., Germany

and Switzerland• Global brands are well recognized• 150 years of success

Weaknesses:• Annual revenue accounts for less than one

percent of global market share• Increasingly difficult to differentiate products

on regional and local levels

Opportunities:• Emerging economies and BRIC nations• Whiskey is the largest spirits category and

tequila is the fastest growing• Recent shift in consumer preferences

towards premium priced spirits• Conscious consumers – organic, ethical,

and environmental practices• Cocktail culture continues to thrive

throughout United States

Threats:• Heavy competition within spirits market• Emerging competition among private labels

within local markets• Competitive pricing is a primary driver of

consumer loyalty• Consumer purchasing power is extremely

high

Portfolio Brands

• Acquired by Campari in 2009• International – U.S, Australia, Japan• Distinct distillation, Kentucky climate impacts

aging and flavors similar to wine fermentation• Brands – 80 Proof, 86.8 Proof, 101 Proof, 8

Year Old, 12 Year Old• Brand involved online through website and

Facebook (11,500 fans)• Positioning built on history and tradition, does

not naturally appeal to a younger generation

Wild Turkey

• Launched by Wild Turkey in 2007• Acquired by Campari in 2009 • Local United States marketplace• Only bourbon-based honey liquor within

the United States• Double digit growth year-over-year• Great after dinner beverage• Positioned as sweet and smooth whiskey,

can open doors to younger spirits drinkers

American Honey

• American Whiskey• Annual estimated sales of 28.3 million cases• International sales growth average 6% over past decade• Jack & Jim account for 50% market share• Top six brands - Jack Daniel’s, Jim Beam, Evan Williams,

Early Times, Wild Turkey, and Maker's Mark• Jack Daniels (Brown-Forman)

• Estimated 9.5 million cases annually• Largest selling single whiskey brand worldwide

• Jim Beam (Fortune Brands)• Estimated 6 million cases annually

Competition – American Whiskey

• Acquired by Campari in 2007• Regional markets Mexico, U.S, Canada• Tequila founded by Sammy Hagar and

named after a Van Halen single• Brands – Blanco, Reposado, Anejo, Uno• Cantina located in Cabo San Lucas• Active site and Facebook (10,000 fans)• Positioned for younger, rock ‘n’ roll, spring

break crowd

Cabo Wabo

• Acquired by Campari in 2008 • Local marketplace in U.S.• Two brands – Blanco and Reposado• Brand repositioning for 2010 re-launch into U.S. • Old labeling – old fashioned Mexican saloons • New labeling – tribute to 19th century Mexican

artists and Mexico’s campaign for independence• Illustrations of independence and remembrance

through Guadalupe, Rosarita, and Ramon• Positioned as true Mexican history and lifestyle

Espolon Tequila

• Tequila Industry• Top markets are Mexico and United States• Over 900 brands from 128 registered distillers• Average growth of 8.6% each year since 2002• Fastest growing segment within spirits industry• Estimated sales of 10 million cases annually

• Top Spirits Brands• Jose Cuervo (Diageo), Sauza (Fortune Brands), Patron

(Bacardi)

Competition – Tequila

Assistant Brand Manager

The mission’s for this role are:• Primary support role for both the Tequila

and American Whiskey’s brand managers • Effective communication throughout Trade

Marketing and Sales departments• Thorough knowledge of businesses within

adult spirits and impacts to SKYY portfolio • Operate with entrepreneurial drive taking

ownership and initiative with position responsibilities and assigned tasks

Assistant Brand Manager

The following will lead to ABM success:• Fortify brand portfolio through logical and

actionable marketing initiatives• Increase brand recognition, loyalty,

associations, and perceived quality through brand equity

• Detailed budget management and forecasts to meet or exceed year-to-year brand growth

• Analyze and interpret ROI of marketing initiatives and communicate findings

• Generate primary consumer marketing data applicable to promotional campaigns

Candidate Objectives

The key behavioral competencies for this role are:• Intelligence & Analytics – learn quickly and process

data to draw business insights• Organization & Planning – able to focus on key

priorities in an efficient and productive manor• Flexibility & Adaptability – to changing priorities and

conditions, handle complexity and change with ease• Work Ethic – possesses willingness to work hard and

settle for nothing short of A-quality deliverables• Creativity & Innovation – generate new and innovative

approaches to problems• Sociability – brand advocate, effectively promote

portfolio through sociality and professionalism

Behavioral Competencies

Organizational competencies driving success of SKYY:• Teamwork – collaboration through departments striving

towards logical and obtainable goals• Honesty & Integrity – ethical, maintaining trust and

confidence with employees, consumers, and parent• Proactive & Committed – has the agility to move quickly

and take a forceful stand without being abrasive• Personnel Development – employees learn, improve, and

grow within their roles to better the company• Passion & Enthusiasm – energized and excited about

products, approaching challenges with a can-do attitude• Strategic Thinking & Vision – able to see and communicate

big picture in an inspiring way, understanding competitive landscape, industry opportunities, and threats

Organizational Competencies

Appendix

Chris Serio

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Chris Serio

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