mocktails launch deck (internal). – product introduction – definition of mocktails and cocktails...
TRANSCRIPT
– Product Introduction
– Definition of Mocktails and Cocktails
– Specialty Beverage Trends
– Key Selling Points Brand Great Flavor Convenience
– Competitive Landscape
– Launch and Selling Materials
– Appendix• Nutritional and Tech Data Information
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Table of Contentsmocktails
Introducing
I’m only 5 calories per 8 oz serving…
I’m only 5 calories per 8 oz serving…
Regular Apple Martini = 175 calories/2.5oz Regular Margarita = 500-700 calories/4oz
mocktails
Key Product Information
2 great-tasting on-trend flavors
Flavors Product Code Sysco USF DOT
•Appletini•Margarita
43000 0453643000 04537
07431220743116 TBD 548502
548503
Packaging 24/1 Gallon Sticks (each powder stick yields 1 Gallon)
Net Weight 1.08lbs (Appletini); 1.05lbs (Margarita)
Yield24 Gallons per case; 1 Gallon per stick
Finished product to be dispensed in Liquid Format
Shelf Life 720 days
Bracket 1 Pricing $42.77; $0.014/oz
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Drive traffic and increase sales with the #1 selling brand of sugar-free drink mix
• CL Mocktails included in KOP and Advantage program.• Part of Power Up the Mix!• Samples available through Kraft Samples and DOT
Introducing mocktails
Crystal Light has come a long way…
Crystal Light Bulk PSD•Traditional Format•Primarily used in bubbler equipment
Crystal Light OTG• Innovative concept to the market (at the time)
•“Portable” way to hydrate!
Crystal Light BIB•Driven by convenience (no mixing)
•On demand consistent product that provides operational efficiencies
Crystal Light Pure•A “natural” way to hydrate, free of artificial sweeteners, flavors, and colors provided in a convenient OTG format
Crystal Light Mocktails! NEW!!•Great tasting, low calorie “specialty beverage”
•On trend flavors•Growing presence of specialty beverages in Foodservice
What is a Mocktail?
What is a Skinny Cocktail?
What is a Cocktail?
A mock cocktail; One which does not contain alcohol
Alcoholic mixed drink that contains more than 2 ingredients (one of which is a spirit)
“Better for you” cocktails defined by lower calories than the original version
*One of the 11 trends to watch in 2011 1
- Calories = Skinny!
1. Technomic 1/26/2011
What is a Mocktail?mocktails
Low calorie, full flavored and aligned with skinny cocktails trends. (Typical restaurant margaritas contain around 500 calories for a 4oz serving.)
65% of people say they are regular drinkers of alcoholic beverages, and the majority of them drink once a week or more frequently.1
When dining away from home at full-service or fast-food restaurants, consumers order non-alcoholic beverages 72% of the time.2
1 Communispace Panel 20092 R&I 2009 Beverage Census Study
Trends In Specialty Beveragesmocktails
Margarita
Cosmo
Pina Colada
Mojito
Long Island
Sake
Mai Tai
Mudslide
Hurricane
Screwdriver
Sex On The Beach
Purple Haze
Gimlet
Old Fashioned
Blue Hawaiian
Brandy Alexander
B-52
Gibson
34.6%31.6%
17.1%16.0%15.8%
15.0%13.7%
11.7%9.8%
8.1%7.3%7.3%
6.3%5.3%
3.7%3.5%3.2%2.7%
2.1%2.1%1.9%1.9%1.9%1.8%1.8%1.6%1.6%1.5%1.5%1.3%1.2%1.1%1.1%1.0%0.9%0.9%
“Better for you” beverages is hitting beverage menus in the form of low-calorie or “skinny” beverages.
The term skinny, (which was virtually non-existent on alcoholic beverages a few years ago) has increased by over 100% over the last year alone.
Chain Item
Maggiano's Skinny Lemon Drop
Applebee's Skinny Bee Margarita
TGI Friday's Skinny Blackberry Margarita
El Torito Skinny Cadillac Margarita
Bonefish Grill Skinny Rita-Tini
Carrabba's Italian Grill The Skinny Margarita
TGI Friday's Skinny Patron Margarita
Smokey Bones Bar & Fire Grill
Skinny Palmer
Houlihan's Skinny Cutini
Houlihan's Skinny Raspberry Mojito
Mimi's Café Skinny Cosmopolitan
Trends In Specialty Beveragesmocktails
FOR INTERNAL USE1. MenuTrends Direct July 2011
91 Exhibit 61 - 2010 Technomic Beverage Report2 Cocktail Menu Importance – The NPD Group/CREST Database
Operators can attract both male and female patrons, since beverages and cocktails are important to both!
Cocktails are more popular with females at Casual Dining, and menu importance has been inching up!
Cocktails Menu Importance: Casual Dining
Beverage offerings are extremely important to both males and females!
Trends In Specialty Beveragesmocktails
Men
u Im
port
ance
Who? Casual Dining Restaurants
mocktailsWho is our target?
Why?
Casual Dining restaurants have exhibited strong menu mentions over the last 18 months in innovative flavors to focused on beverages. This segment of restaurants also attracts patrons who are interested in and are willing to try new and exciting beverages.
• On Trend Flavors• Profitable Growth Opportunity for Operators• Mocktail menu mentions nearing 10% 1
• Specialty beverage menu mentions 20% growth 1
• Margarita 42% • Martini 89%
The
Challenge?
• Consumers don’t believe they can get a great tasting drink without the calories.
• Operators don’t believe there’s a better for you, low cost, specialty beverage option that tastes great.
1. Mintel Menu Insights 2010
11
Nationally recognized brand that consumers trust to deliver consistent quality and great taste Roughly 1 in 5 House Holds consume CL1
People who drink Crystal Light drink 20% more water 2
Brand has high awareness among consumers (93% aided)3
Most popular sugar free PSD in multiple channels4
57% Grocery/Drug/MM (excl. Wal-mart) 97% Convenience
Flavor portfolio extends beyond typical non-carbonated offerings
Extensive manufacturer marketing support for national TV, print and event marketing
1 Nielsen Homescan 61K Panel 2000-2004, Mega Panel 2005 - 20072TNS Worldpanel Beverage Panel Q3 ‘083 Ipsos BHT, Q3 ‘084 Category dollar share; ACNielsen, 52 weeks ending 12/26/09
Selling Point #1: Brand Strengthmocktails
Although many consumers indicate interest in healthy, premium beverage options, taste and quality trump all other factors in the beverage purchasing decision
12Base: 1,500 consumers aged 18+Consumers indicated their opinion on a scale of 1– 6 where 6 = extremely important
and 1 = not important at all
How important or unimportant are the following factors when deciding where to purchase a beverage? (Top two box = important and extremely important)
Selling Point #2: Flavor Sells!mocktails
Selling Point #3: Conveniencemocktails
With Crystal Light Margarita, time and energy savings turn into an easy to use solution!For example:
Traditional Margarita:1. Salt The Rim Of Your Glass (Optional)2. Gather And Prepare The Rest Of Your Ingredients3. Juice Limes4. You need to make sure you have plenty of ice. 5. Pour the liquid components of the drink into the cocktail shaker, which is already filled with ice, shake vigorously
for quite a while, to really chill the liquid. 6. Strain the contents of the cocktail shaker into your salt rimmed glass, add your garnish, and enjoy your margarita.
6 steps + 10 minutes labor = Margarita
Crystal Light Margarita:1. Empty contents into container.2. Add Gallon of Water.3. Stir and Enjoy over ice!
3 steps + 1 minute = Delicious Margarita
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Crystal Light Mocktails will compete with a seemingly undisturbed environment for some time. Seeing as how Crystal Light is 5 calories per 8oz serving, CL Mocktails delivers the great tasting product it promises, but in addition with only 5 calories and a variety of flavors to choose from.
Competitor(Company/Brand) Competitor’s key P.O.D. vs Kraft
SkinnygirlCocktails
• Sweetened with Agave nectar• “Star” power behind the brand• Expanding line offering with Skinnygirl Sangria (original is Margarita)• Approximately $14.00/750ml bottle - $0.55/oz (Contains Alcohol)
Monin Syrups(Sugar Free)
• Sweetened with Splenda• Wide variety of flavors and options• Well-entrenched in the market• Viewed as a reliable source for beverage flavors• Approximately $86 for 12 bottles (foodservice direct); 750ml bottle - $0.028/oz
Kerry Foods(Sugar Free)
• Da Vinci Brand• Extensive reach within Foodservice• Approximately $80 for 12 bottles (foodservice direct); 750 ml - $0.026/oz
Torani(Sugar Free)
• Variety of flavors to inspire restaurant ready recipes• Sweetened with Sucralose• Well-known brand• Approximately $5 per bottle (variety of sources); 750 ml - $0.02/oz
House Made Sugar Free Mix
• “Authentic”• Can customize when needed• Approximately $0.013/oz (source: NRN, May 17, 2011)
Competitive Landscapemocktails
Sales Support
• Point of Sale• Bubbler Wraps• Flavor Tags• Table Tents
(customizable)• Recipes• Consumption Building
Kits – coming soon!
Operator Support• Sales Collateral• Sampling Kits
Awareness Creation
• Nation’s Restaurant News• Restaurant and Hospitality• Beverages Special Report
Launch Material and Sales Supportmocktails