Driving Profits in the New Economy: Profiting From the Hottest Beverage Trends

1. Driving Profits in the New Economy:Profiting From the Hottest Beverage Trends Presented by Robert Plotkin BarMedia Sean Ludford BevX.com Nightclub & Bar Show Las Vegas Tuesday, March 3rd, 2009 10 a.m. – 11 a.m.

2. Knowing what lies just around the corner would make our business less precarious Forecasting trends before they hit is like knowing next month’s stock quotes What mega-trends are affecting the hospitality industry as a whole? What spirits are on the rise and which are cooling off? How is the recession affecting consumer spending? Which cocktails are gaining momentum and losing steam?

3. There were over 945,000 food and beverage establishments in U.S. in 2008 Every year 55,000 new restaurants open in the U.S. On average 133,000,000 Americans frequent restaurants every day Restaurant sales have grown from… $379B in 2000 …to a projected $558.3B in 2008 (+ 47.3%) Source - National Restaurant Association Industry Snapshot — By The Numbers

4. In 2008, 88% of restaurants in the U.S. were franchises or multi-unit operations Compared to 85% of all restaurants independently owned in 1980 57% of franchise restaurants fail within 3 years 59% of independent restaurants fail within 3 years Source - National Restaurant Association Industry Snapshot — Independents vs Franchises

5. Spirits and Wine Outpace Beer Growth Industry Snapshot — On-Premise Volume Growth

6. Spirits Volume + 16% since 2003 (On- & Off-Premise) Industry Snapshot — Distilled Spirits Volume Trending Up

7. Vodka, Rum and Tequila Trending Up Industry Snapshot — Spirits’ Category Volume

8. 2003 vs 2008 Industry Snapshot — Top 10 Selling Spirits Brands

9. Industry Snapshot — Top 10 Selling Spirits Brands 2003 vs 2008

10. Industry Snapshot — Top Selling Spirits On-Premise 2003 vs 2008

11. Industry Snapshot — Top Selling Spirits Regionally Most Popular On-Premise Spirit Brands by Region, 2008

12. Industry Snapshot — Bestselling Cocktails On-Premise Most Popular On-Premise Mixed Drinks, 2008

13. Industry Snapshot — Bestselling Cocktails On-Premise — Regionally Most Popular On-Premise Mixed Drinks by Region, 2008

14. Consumer Research — Next Level Marketing & Nova Marketing Services • In December 2008, Next Level Marketing and Nova Marketing conducted a research study of 500 on-premise consumers — • All participants were of legal drinking age • Split 50% male / 50% female • Located evenly throughout U.S. • All had ordered beverage alcohol on-premise past 30 days

15. Consumer Research — Next Level Marketing & Nova Marketing Services • Research study gathered on-premise consumer insights into: • Impact of the economic downturn • On-premise purchasing habits • Attitudes regarding drink pricing • Drink menu effectiveness • Quantitative findings come with a “confidence level” of 95% • Next Level Marketing & Nova Marketing allowed us to share the study’s findings

16. Consumer Research — On-Premise Consumer Insights • Reducing Full-Service Bar or Restaurant Spending — • Nearly 80% of consumers say they’re going out less often — 25% spending less when they do • Source: Next Level Marketing and Nova Marketing

17. Ways To Reduce Spending Per Visit — • Consumers looking to cut back on their spending per visit order less expensive entrees, take advantage of special promotions, cut back on side orders and cocktails • Source: Next Level Marketing and Nova Marketing Consumer Research — On-Premise Consumer Insights

18. Drinking Behavior Changes — When asked how their beverage alcohol purchases have changed over the past year, consumers split evenly between ordering the same and ordering less per occasion Source: Next Level Marketing and Nova Marketing Consumer Research — On-Premise Consumer Insights

19. Most Important Beverage Alcohol Items — Consumers rate “Everyday Drink Prices At A Good Value” as the most important beverage program element Source: Next Level Marketing and Nova Marketing Consumer Research — On-Premise Consumer Insights

20. Importance of Price When Ordering Drinks — Price of beer, wine and spirits/drinks is “very important” to 28% of consumers and “somewhat important” to 50% Source: Next Level Marketing and Nova Marketing Consumer Research — On-Premise Consumer Insights

21. Knowing Prices in Advance — Most consumers don’t know the exact price of beer, wine and cocktails before they place their orders Source: Next Level Marketing and Nova Marketing Consumer Research — On-Premise Consumer Insights

22. Drink Taste Expectations – Spirits Consumers strongly agree that cocktails made with premium brands taste better than those made with house brands Source: Next Level Marketing and Nova Marketing Consumer Research — On-Premise Consumer Insights

23. Drink Taste Expectations — Summary Consumers strongly agree that premium beers, wines and spirits taste better than house brands Source: Next Level Marketing and Nova Marketing Consumer Research — On-Premise Consumer Insights

24. How Much More Will Premium Cost? — On average, consumers expect to pay $1.81 more for premium beer, $2.44 more for premium wine and $2.80 more for a premium cocktail Source: Next Level Marketing and Nova Marketing Consumer Research — On-Premise Consumer Insights

25. Responsiveness to Suggestive Selling — Half of the consumers responded that they’d probably order a beer, wine or spirit suggested by a bartender/server Source: Next Level Marketing and Nova Marketing Consumer Research — On-Premise Consumer Insights

26. Beverage Purchase Decision Timing — Nearly 80% of consumers don’t know in advance what beer, wine or spirit/drink they’ll order Source: Next Level Marketing and Nova Marketing Consumer Research — On-Premise Consumer Insights

27. Beverage Purchase Influencers — Beverage menus and bartender/server suggestions are the most important order influencers Source: Next Level Marketing and Nova Marketing Consumer Research — On-Premise Consumer Insights

28. Reading Drink Menus — Nearly 90% of consumers read the drink menus at full-service bars and restaurants Source: Next Level Marketing and Nova Marketing Consumer Research — On-Premise Consumer Insights

29. Types of Drink Menus — Consumers clearly prefer stand-alone drink menus over drink listings in food menus, table tents or insert cards Source: Next Level Marketing and Nova Marketing Consumer Research — On-Premise Consumer Insights

30. Number of Offerings on Menus — On average, consumers want to see 14 beers, 14 wines and 16 cocktails offered on drink menus Source: Next Level Marketing and Nova Marketing Consumer Research — On-Premise Consumer Insights

31. Information on Drink Menus — Most consumers want to see drink descriptions on menus Source: Next Level Marketing and Nova Marketing Consumer Research — On-Premise Consumer Insights

32. Menu Test #1 - Functional Descriptions Only — Based on functional descriptions, 47% of consumers would order House Margarita, 31% Top Shelf Margarita and 22% Ultra-Premium Margarita Source: Next Level Marketing and Nova Marketing Consumer Research — On-Premise Consumer Insights

33. Menu Test #2 - Adding Romance Copy — Adding romance copy reduces orders of House Margaritas from 47% to 33% and increases orders of Ultra-Premium Margaritas from 53% to 67% Source: Next Level Marketing and Nova Marketing Consumer Research — On-Premise Consumer Insights

34. Menu Test Summary — Adding romance drink copy to menus drives significant drink trade-up — addition of drink prices has little impact on trade-up Source: Next Level Marketing and Nova Marketing Consumer Research — On-Premise Consumer Insights

35. Top 15 Cocktail Flavors Source: Next Level Marketing and Nova Marketing Consumer Research — On-Premise Consumer Insights

36. Interest in Emerging Cocktail Flavors Source: Next Level Marketing and Nova Marketing Consumer Research — On-Premise Consumer Insights

37. Top 15 Favorite Cocktails Source: Next Level Marketing and Nova Marketing Consumer Research — On-Premise Consumer Insights

38. Top 15 Favorite Call Brands Source: Next Level Marketing and Nova Marketing Consumer Research — On-Premise Consumer Insights

39. Beverage Information Group The Beverage Information Group Handbook Division 17 High Street Norwalk, CT 06851 203.855.8499 Eric Schmidt Manager of Information Services ESchmidt@m2media360.com Publishers of:

40. Driving Profits in the New Economy:Profiting From the Hottest Beverage Trends Presented by Robert Plotkin BarMedia robert@barmedia.com Sean Ludford BevX.com sean@bevX.com