Investor Presentaiton
BRANDED SPIRITS
WE'VE IDENTIFIED FIVE STRATEGIES TO CONTINUE DELIVERING LONG-TERM GROWTH WITHIN THE BRANDED SPIRITS SEGMENT
Branded Spirits Growth Strategy
1. Continued Premiumization of the
Portfolio
2. Commit To Making Necessary
Investments To Support Our Efforts
3. Focus On Key Brands With Greatest
Volume And Profit Potential
4. Scale Portfolio in New Channels:
E-Commerce And International
5. Continue To Innovate
MGP
Luxco has shifted from volume growth to value growth
592
Gross Sales per Case ($)
Increased gross sales per
$100
■Total Focus Brands Other
$101
case by $8/case
$104
$61
$53
$56
$57
$44
$45
$45
$45
2017
2018
2019
2020E
Invest in premium and ultra-premium price points
Luxco's % Change 9L Depletions
from 2017 to 2020 by Price Tier
Keys to Luxco Success
Rebrand high potential brands
Innovation of new brands
Invest in marketing to pull consumer to
Luxco products
Ultra
237%
Premium
Mid
-42%
11 %
Value
12
Marketing Strategy
PRODUCT
Drive awareness
on the right
brands in growth
categories
PRICE
•
Adhere to pricing
guidelines and
establish brands for
long-term growth
and profitability
•
PLACE
Expand distribution
in the right
accounts and
leverage marketing
support
•
[20%]
PROMOTION
Utilize marketing
materials and
educate
consumers about
our great brands
Note: Data sourced from Distilled Spirits Council, USITC Dataweb and Impact.View entire presentation