SKYY Spirits Interview June 2010 Assistant Brand Manager Portfolio

1. SKYY SPIRITS LLCAssistant Brand ManagerAmerican Whiskey’s and Tequila Christopher Serio Marketing MBA

3. Company Overview, Competition, SWOT

4. Portfolio Brands

5. Wild Turkey, American Honey, Cabo, Espolon

6. Assistant Brand Manager

7. Mission, Objectives, Competencies

8. Appendix

11. 2009 sales of $1.4 billion, down 1.6% from 2008

12. Sales up 22.9% through first quarter 2010

13. 2000 employees, 190 nations, 40 portfolio brands

14. Market leader in Italy and Brazil

15. Strong presence in U.S. and Continental Europe

16. Organic and external growth strategy

17. Fortifying presence within emerging markets

18. 2009 acquisitions – Wild Turkey and American Honey

19. North American subsidiaries

21. 2009 net sales of $13.25 billion, up 13% from 2008

22. Own 17 of top 100 premium brands and eight of top 20 brands

23. Johnny Walker, Crown Royal, Smirnoff, Tanqueray, Captain Morgan

24. PernodRicard

25. 2008/09 net sales of $8.82 billion, up 9% from 2007/08

26. 15 key brands represent over 50% of portfolio revenues

27. Absolute, Chivas, Beefeater, Jameson, Kahlua

28. Bacardi

29. 2009 net sales of $5.3 billion, down 4% from 2008

30. Bacardi, Dewar’s, Bombay Sapphire, Grey Goose

31. Brown-Forman

32. 2009 net sales of $3.2 billion, down 3% from 2008

33. Smaller portfolio, dominated by tequila and whiskey (Jack Daniels)

34. Fortune Brands (Beam Global)

35. 2009 net sales of $2.5 billion, down 0.5% from 2008

37. Portfolio Brands

39. International – U.S, Australia, Japan

40. Distinct distillation, Kentucky climate impacts aging and flavors similar to wine fermentation

41. Brands – 80 Proof, 86.8 Proof, 101 Proof, 8 Year Old, 12 Year Old

42. Brand involved online through website and Facebook (11,500 fans)

44. Acquired by Campari in 2009

45. Local United States marketplace

46. Only bourbon-based honey liquor within the United States

47. Double digit growth year-over-year

48. Great after dinner beverage

50. Annual estimated sales of 28.3 million cases

51. International sales growth average 6% over past decade

52. Jack & Jim account for 50% market share

53. Top six brands - Jack Daniel’s, Jim Beam, Evan Williams, Early Times, Wild Turkey, and Maker's Mark

54. Jack Daniels (Brown-Forman)

55. Estimated 9.5 million cases annually

56. Largest selling single whiskey brand worldwide

57. Jim Beam (Fortune Brands)

59. Regional markets Mexico, U.S, Canada

60. Tequila founded by Sammy Hagar and named after a Van Halen single

61. Brands – Blanco, Reposado, Anejo, Uno

62. Cantina located in Cabo San Lucas

63. Active site and Facebook (10,000 fans)

65. Local marketplace in U.S.

66. Two brands – Blanco and Reposado

67. Brand repositioning for 2010 re-launch into U.S.

68. Old labeling – old fashioned Mexican saloons

69. New labeling – tribute to 19th century Mexican artists and Mexico’s campaign for independence

70. Illustrations of independence and remembrance through Guadalupe, Rosarita, and Ramon

72. Top markets are Mexico and United States

73. Over 900 brands from 128 registered distillers

74. Average growth of 8.6% each year since 2002

75. Fastest growing segment within spirits industry

76. Estimated sales of 10 million cases annually

77. Top Spirits Brands

80. Effective communication throughout Trade Marketing and Sales departments

81. Thorough knowledge of businesses within adult spirits and impacts to SKYY portfolio

83. Increase brand recognition, loyalty, associations, and perceived quality through brand equity

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

85. Analyze and interpret ROI of marketing initiatives and communicate findings

87. Organization & Planning – able to focus on key priorities in an efficient and productive manor

88. Flexibility & Adaptability – to changing priorities and conditions, handle complexity and change with ease

89. Work Ethic – possesses willingness to work hard and settle for nothing short of A-quality deliverables

90. Creativity & Innovation – generate new and innovative approaches to problems

92. Honesty & Integrity – ethical, maintaining trust and confidence with employees, consumers, and parent

93. Proactive & Committed – has the agility to move quickly and take a forceful stand without being abrasive

94. Personnel Development – employees learn, improve, and grow within their roles to better the company

95. Passion & Enthusiasm – energized and excited about products, approaching challenges with a can-do attitude