BACCHUS COWBOY - Liberty Lighthouse Group

Report
COMPANY OVERVIEW
FEBRUARY 2013
AGENDA
Corporate Structure
Who We Are
Facilities & Capabilities
What We Are Known For
Portfolio – Bacchus Cowboy Range
Extended Portfolio
RTD Portfolio
Product Overview
Export Opportunities
Discussion
WHO WE ARE
• Bacchus Distillery in an Australian owned company established in 1994,
manufacturing alcoholic beverages in the Australian market place
• Started by the Hajdinjak family in 1993, the business grew from a niche liqueur
company to one of the largest independent suppliers of liqueurs, wine & spirits
in Australia
• The business started with 5 employees and now employing over 50 employees
in the plant & 18 sales staff across Australia
• From a humble beginning, Bacchus Distillery now turn over in excess of $AU20
million in the Australian & Asia Pacific region
www.bacchusdistillery.com.au
WHO WE ARE
• Bacchus brands are recognised as industry leaders in their categories priding
themselves on product innovation
• Our innovative premium products are a result of extensive R&D, which is an
integral part of the business. Bacchus Distillery is a industry leader and is also
the largest cream liqueur manufacturer, in the Asia Pacific Region
• Bacchus Distillery has developed and owns a unique patented process in its
manufacturing. The patent technology has delivered innovative premium
products in wine & spirit base
• Bacchus Distillery is equipped to capitalise on new opportunities in the export
market
FACILITIES & CAPABILITIES
• Production can include spirits, liqueurs, cocktails & ready to drink
(RTD’s) varieties
• Specialising in wine base and spirit base products
• Manufacturing capabilities include producing varying sizes of products
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275ml,700ml, 750ml, 1ltr Glass (Bottle line)
2ltr & 1ltr Cask (Cask line)
440ml, 375ml, 300ml, 250ml Cans – carbonated or non carbonated
5ltr Keg – brand new technology
• To ensure every product is made within specification, Bacchus
Distillery have quality systems in place to constantly test the product
is made to industry standard
• Standard examples – but not exclusive to are
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HACCP Food Safety Program
Third Party Audits
Sanitation Capability
Full production records for traceability
WHAT WE ARE KNOWN FOR
1994 - Bacchus
Distillery launches
with 1 factory & 5
employees
2012 – Bacchus
Distillery – 3
factories & 50
production
employees & 18
PBCO sales
employees
The Bacchus Evolution
2012
NUMBER 1 CREAM
LIQUEUR
PRODUCER IN
AUSTRALIA & ASIA
PACIFIC REGION
SCHNAPPS RANGE - SPIRIT
• The Bacchus name is renowned for
butterscotch schnapps production
throughout Australia since 1994
• Bacchus Butterscotch Premium Schnapps is a
spirit based schnapps, competing alongside
global brands De Kuyper, Teichenné
Schnapps & Barron Von Scheuters
• Bacchus Butterscotch Premium is ranked in
the top 3 of Butterscotch Schnapps sales in
Australia
• The Bacchus Gold Schnapps range is a wine
base schnapps liqueur. This range is
positioned at a value price point in the
Australian market
• Bacchus Butterscotch Gold is the number 1
selling schnapps in Australia’s biggest retail
group Woolworths Liquor
Product Details: Butterscotch Prem
 Bottle Size: 700ml
 Alcohol Volume: 20%
 Target Demographic: 25yo -35yo
Price Point: $AU24.99
Product Details: Butterscotch Gold
 Bottle Size: 700ml
 Alcohol Volume: 20%
 Target Demographic: 18yo -29yo
Price Point: $AU14.99
GIFT PACK RANGE
• Bacchus Cowboy gift pack consists of
Bacchus Original Cream, Bacchus Gold
Butterscotch Schnapps & 2 shot glasses – all
the ingredients to make your own Cowboy
• Number 1 selling gift pack in the Australian
market
• Sales peak over key gifting periods such as
Christmas, Easter & party periods
• Bacchus Distillery have the ability to create
and manufacture exclusive packs
Product Details:
 Bottle Size: 2 x 700ml
 Alcohol Volume: 15%
 Target Demographic: 21yo – 35yo
Price Point: $AU32.99
CREAM LIQUEUR RANGE
• The Bacchus Smoothie flavour range is the
number 1 brand by volume of flavoured
cream liqueurs in the Australian market
• The Bacchus Smoothie range has continued
to be innovative and produce flavours that
resinate with our target consumer.
• Flavours include –
– Cowboy (butterscotch & Irish cream),
Strawberry Cowgirl, Choc Whip, Café
Latte’, Banana
– This product can be produced as either
wine based or spirit based product
• Bacchus sell more cream volume in Australia
than Baileys
Product Details:
 Bottle Size: 700ml
 Alcohol Volume: 15%
 Target Demographic: 18yo – 30yo
Price Point: $AU9.99 - $AU12.99
2 LITRE CASK RANGE
• The cask segment within the Ready To Serve
(RTS) category is experiencing massive
growth within the Australian market over
the last 3 years
• Bacchus were the 1st to hit the market with
the 2ltr RTS cream & consistently remained
the number 1 selling cream cask in the
Australian market
• Based on the success and continual growth
of the Bacchus Cowboy Cask, August 2012
saw the launch of the Cowgirl & Choc Whip
2lt Cask
• Opportunity to supply new flavours on
demand
Product Details:
Cask Size: 2 Litre
 Alcohol Volume: 13.9%
 Target Demographic: 25yo – 35yo
Price Point: $AU22.99
READY TO DRINK SHOT RANGE
• First to the market, Bacchus pioneered the
flavoured pre-made shot within the
Australian market
• Bacchus clearly remain number 1 shot
producer within Australia - producing in
excess of 8 million single shots per annum
• Bacchus produced the first shot in 2003 –
sold by I.D in the U.K & NZ
• The shot bucket format revolutionised the
shot category & is the biggest selling SKU
currently in Australia
• Shot variants include Cowboy, Cowgirl, Choc
Éclair, Banana Split, QF, Pancake – flavours to
suit the demographic
Product Details:
 Pack Size: 6 Pack Shots
 Alcohol Volume: %
 Target Demographic: 18yo – 30yo
Price Point: $AU9.99
Product Details:
 Pack Size: 28 Pack Bucket
 Alcohol Volume: %
 Target Demographic: 18yo – 30yo
Price Point: $AU35.99
READY TO DRINK RANGE - CREAM
• The Cowboy RTD was introduced to extend
the Bacchus Cowboy family & capture the
RTD consumer
• The Bacchus Cowboy RTD has hit number 1
selling cream RTD in the Australian market
sold at 8% Alc – 2nd in total sales to Mudslide
- Choc
• The Bacchus Cowgirl & Choc Whip RTD will
be launched in December 2012 due to
popular demand
• The Cowgirl RTD is strawberry flavour & Choc
Whip is chocolate flavour both 8% Alcohol
Volume
Product Details:
 Bottle Size: 275ml
 Alcohol Volume: 8%
 Target Demographic: 18yo – 28yo
Price Point: $AU14.99
STORY OF THE COWBOY RANGE
• Bacchus have pioneered & developed the
“Cowboy” as a segment that dominates in
the liqueur, convenient consumption packs
(casks & shots) and RTD category
• The Bacchus “Cowboy” have achieved
market leading status in the liqueur & RTD
categories in Australia
• FACTS:–
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Bacchus Cowboy gift pack – Number 1 gift pack in
Australia – Make your own Cowboy
Bacchus Cowboy Shots – Number 1 pre packed shot on
the market in Australia
Bacchus Cowboy 700ml Smoothie – Number 1 cowboy
flavoured liqueur in Australia
Bacchus 2 Litre Cask – Number 1 cream liqueur cask in
Australia
Bacchus Cowboy RTD – Number 2 cream based RTD on
the market – Only launched in October 2012
• The Bacchus Cowboy range is ranged
nationally in all major chains &
independent stores
Australians have grown up with
Bacchus Cowboy!!
BACCHUS COWBOY - A RANGE IN GROWTH
Bacchus Cowboy Range Growth
Financial Years
2010/2011 vs 2011/2012
1. BACCHUS BUTTERSCOTCH GOLD
• +1990 Cases Growth
2. BACCHUS 700ML SMOOTHIE
• +5120 Cases Growth
3. BACCHUS SMOOTHIE RTD
• +11946 Cases Growth
4. BACCHUS SMOOTHIE CASK
• +4647 Cases Growth
5. BACCHUS SHOT RANGE
• +1230 Cases Growth
THE BACCHUS SHOT REVOLUTION
Currently producing over 8 million individual shot glass per annum –
Biggest Shot Producer In The World & Growing!!
CREAM LIQUEUR RANGE
• The Bacchus Original Cream is a blended
cream liqueur which has vanilla and toffee
characteristics – similar to Irish Cream
flavour
• The Bacchus Original Cream liqueur is a
major competitor to Baileys within the
Australian market
• This product can be produced as either wine
based or spirit based product
• This product has a very loyal & traditional
following
Product Details:
 Bottle Size: 700ml
 Alcohol Volume: 15%
 Target Demographic: 28yo – 38yo
Price Point: $AU9.99 - $AU14.99
FLAVOURED LIQUEUR RANGE
• The Forbidden liqueur range is a popular
flavoured liqueur range within Australia – for
both the on & off premise market
• The Forbidden range covers the main
cocktail liqueur flavours used in Australia:
Melon, Triple Sec, Blue Curacao & Peach
• Peach is the number 1 flavour within the
range due to new on premise drinks
• The Forbidden range have continued to be
innovative & produce flavours that are
fashionable in the off & on premise trade
channel
• Any additional flavours can be developed for
a desired target market
Product Details:
 Bottle Size: 500ml
 Alcohol Volume: 18%
 Target Demographic: 24yo – 32yo
Price Point: $AU8.99 - $AU12.99

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