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mocktails Launch Deck (INTERNAL)

mocktails Launch Deck (INTERNAL). Table of Contents. Product Introduction Definition of Mocktails and Cocktails Specialty Beverage Trends Key Selling Points Brand Great Flavor Convenience Competitive Landscape Launch and Selling Materials Appendix

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mocktails Launch Deck (INTERNAL)

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  1. mocktails Launch Deck (INTERNAL)

  2. Table of Contents • 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 mocktails

  3. Introducing mocktails 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

  4. Introducing mocktails 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

  5. Crystal Light has come a long way…

  6. What is a Mocktail? What is a Mocktail? What is a Cocktail? What is a Skinny 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 mocktails - Calories = Skinny! 1. Technomic 1/26/2011

  7. Trends In Specialty Beverages • 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 mocktails 1 Communispace Panel 2009 2 R&I 2009 Beverage Census Study

  8. Trends In Specialty Beverages mocktails “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. FOR INTERNAL USE 1. MenuTrends Direct July 2011

  9. Trends In Specialty Beverages 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! Beverage offerings are extremely important to both males and females! mocktails Menu Importance Cocktails Menu Importance: Casual Dining 1 Exhibit 61 - 2010 Technomic Beverage Report 2 Cocktail Menu Importance – The NPD Group/CREST Database

  10. Who is our target? Casual Dining Restaurants 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. Who? • On Trend Flavors • Profitable Growth Opportunityfor Operators • Mocktail menu mentions nearing 10% 1 • Specialty beverage menu mentions  20% growth 1 • Margarita  42% • Martini  89% mocktails Why? • 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. The Challenge? 1. Mintel Menu Insights 2010

  11. Selling Point #1: Brand Strength • 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 mocktails 1 Nielsen Homescan 61K Panel 2000-2004, Mega Panel 2005 - 2007 2TNS Worldpanel Beverage Panel Q3 ‘08 3 Ipsos BHT, Q3 ‘08 4 Category dollar share; ACNielsen, 52 weeks ending 12/26/09

  12. Selling Point #2: Flavor Sells! Althoughmany consumers indicate interest in healthy, premium beverage options, taste and quality trump all other factors in the beverage purchasing decision mocktails How important or unimportant are the following factors when deciding where to purchase a beverage? (Top two box = important and extremely important) Base: 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

  13. Selling Point #3: Convenience With Crystal Light Margarita, time and energy savings turn into an easy to use solution! For example: • Traditional Margarita: • Salt The Rim Of Your Glass (Optional) • Gather And Prepare The Rest Of Your Ingredients • Juice Limes • You need to make sure you have plenty of ice. • 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. • 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 mocktails • Crystal Light Margarita: • Empty contents into container. • Add Gallon of Water. • Stir and Enjoy over ice! 3 steps + 1 minute = Delicious Margarita

  14. Competitive Landscape 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. mocktails

  15. Launch Material and Sales Support Sales Support Operator Support • Sales Collateral • Sampling Kits • Point of Sale • Bubbler Wraps • Flavor Tags • Table Tents (customizable) • Recipes • Consumption Building Kits– coming soon! Awareness Creation • Nation’s Restaurant News • Restaurant and Hospitality • Beverages Special Report mocktails

  16. Appendix

  17. Appletini and Margarita Tech Data Sheet

  18. Appletini Nutritional Data &Ingredient Line – 43000 04536 To be dispensed in Liquid Format

  19. Margarita Nutritional Data & Ingredient Line – 43000 04537 To be dispensed in Liquid Format

  20. Thank you!CHEERS!

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