Bols Genever is an ancient recipe that was lost for years... Genever is the #1 spirit in Holland and used to be the drink of choice in America before prohibition

2. BOLS GENEVER The next great US brand, the next great US category www.bolsgenever.com Lucas Bols Legal Lines © 2010

3. BOLS GENEVER Chapter 1 THE PRODUCT STORY BRAND PRESENTATION Lucas Bols Legal Lines © 2010

4. BOLS GENEVER 1575 Bols starts distiling liqueurs 1664 Bols starts distilling Genever In the 19th century cocktails and Genever flourish: 1820s Bols Genever recipe optimized and exported to the USA 1862 Jerry Thomas’ first cocktail book made 1 in 4 classic cocktails with Genever e.g. The Original Collins 1880 Genever outsells gin 6:1 in the USA 1920/1945 Prohibition and WW2 stop export of Genever out of Holland 2008 Bols Genever gets reintroduced in the USA TITLE OF THE PRESENTATION Lucas Bols Legal Lines © 2010 A RICH HISTORY

5. BOLS GENEVER What is it? Lucas Bols Legal Lines © 2010

6. BOLS GENEVER A BLENDED SPIRIT Lucas Bols Legal Lines © 2010 Malt Wine + Botanical Distillate + Juniperberry Distillate + Neutral Grain Alcohol + Water

11. BOLS GENEVER TITLE OF THE PRESENTATION Lucas Bols Legal Lines © 2010 4 MAINCOCKTAIL SPIRITS Whiskey Rum Brandy Genever In the 1800’s

14. BOLS GENEVER TITLE OF THE PRESENTATION Lucas Bols Legal Lines © 2010 PROHIBITION & TWO WORLD WARS = End of Genever export

15. BOLS GENEVER Chapter 2 RENAISSANCE BRAND PRESENTATION Lucas Bols Legal Lines © 2010

19. BOLS GENEVER How do we describe it? Lucas Bols Legal Lines © 2010 Chapter 3

20. WE FOUND A REAL LIFE REFERENCE POINT FROM BARTENDERS “ When talking to other bartenders about mixing Bols Genever, I tell them to think of it like an unaged whisky or and Irish whiskey.” -Jim Meehan, PDT New York “ It has this malty, complex flavor that you usually don’t find in a white spirit.” -Matt Piacentino, ‘Inoteca New York “ I describe it as a malty nose at first blush and a sweet note at the finish.” -Emily Stanley, Greene Street Boston

21. AND FROM THE PRESS

24. BOLS GENEVER And we are as clear and easily mixable as a Vodka Perfect for making the One Ingredient Martini BRAND PRESENTATION Lucas Bols Legal Lines © 2010

25. BOLS GENEVER CONSUMER COMMUNICATION Bols Genever is Genever It’s like nothing else out there Full of flavor yet highly mixable Combining the best of both whiskey and vodka. BRAND PRESENTATION Lucas Bols Legal Lines © 2010

26. BOLS GENEVER Chapter 4 DRINK STRATEGY BRAND PRESENTATION Lucas Bols Legal Lines © 2010

28. Genever Neat – Dutch Courage BOLS GENEVER Lucas Bols Legal Lines © 2010

29. BOLS GENEVER Kopstootje (cop-stow-tje) A.K.A. Little Headbutt = One Original Tulip Glass filled with Bols Genever & One Beer Lucas Bols Legal Lines © 2010

31. BOLS GENEVER Chapter 5 COMMERCIAL STRATEGY BRAND PRESENTATION Lucas Bols Legal Lines © 2010

32. Low Volume High Volume Low Prestige High Prestige Cocktailian Bar Lounge Hotel Bar Fine Dining Gastropub Casual Dining Beer Pub Neighborhood Bar BOLS GENEVER BRAND PRESENTATION Lucas Bols Legal Lines © 2010 ACCOUNT SEGMENTATION

33. Low Volume High Volume Low Prestige High Prestige Cocktailian Bar Lounge Hotel Bar Fine Dining Gastropub Casual Dining Beer Pub Neighborhood Bar BOLS GENEVER BRAND PRESENTATION Lucas Bols Legal Lines © 2010 COCKTAIL SEGMENTATION White Manhattan Dutch Blood and Sand Dutch Martini John Collins Genever Punch Bols and Coke Dutch Courage/Kopstootje

34. Low Volume High Volume Low Prestige High Prestige Cocktailian Bar Lounge Hotel Bar Fine Dining Gastropub Casual Dining Beer Pub Neighborhood Bar BOLS GENEVER BRAND PRESENTATION Lucas Bols Legal Lines © 2010 PROGRESSION PLAN White Manhattan Dutch Blood and Sand Dutch Martini John Collins Genever Punch Bols and Coke Dutch Courage/Kopstootje

35. Whiskey Rocks Whiskey Cocktails Patron Shots Vodka Cocktails Genever Rocks Genever Classic Cocktails Genever Slurp Genever Contemporary Cocktails BOLS GENEVER BRAND PRESENTATION Lucas Bols Legal Lines © 2010 COMPETITIVE SET

37. VPO Greater in Whiskey Section Survey of 8 Accounts over 4 month period Cases BOLS GENEVER BRAND PRESENTATION Lucas Bols Legal Lines © 2010

38. BOLS GENEVER Chapter 6 TOOLS BRAND PRESENTATION Lucas Bols Legal Lines © 2010

39. BOLS GENEVER BRAND PRESENTATION Lucas Bols Legal Lines © 2010 ON-PREMISE MERCHANDISING

50. BOLS GENEVER BRAND PRESENTATION Lucas Bols Legal Lines © 2010 GIFT BAGS

52. WE ARE GETTING NOTICED IN THE PRESS

53. BOLS GENEVER BRAND PRESENTATION Lucas Bols Legal Lines © 2010 CONNECTING WITH CELEBRITY COULTURE

54. BOLS GENEVER BEST NEW PRODUCT Tales of the Cocktail- New Orleans DOUBLE GOLD San Francisco World Spirits Competition BEST COCKTAIL INITIATIVE Drinks International 92 POINTS Beverage Tasting Institute BRAND PRESENTATION Lucas Bols Legal Lines © 2010 2009 2009 2009 2010 WE’VE WON AWARDS….

55. BOLS GENEVER The End Lucas Bols Legal Lines © 2010