BRAND PRESENTATION THE BLENDED SCOTCH WHISKY MARKET SCOTCH WHISKY, - - PowerPoint PPT Presentation

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BRAND PRESENTATION THE BLENDED SCOTCH WHISKY MARKET SCOTCH WHISKY, - - PowerPoint PPT Presentation

Jan 25, 2024 41 likes •405 views

BRAND PRESENTATION THE BLENDED SCOTCH WHISKY MARKET SCOTCH WHISKY, THE 1 ST WHISKY CATEGORY RANKING WHISKY CATEGORIES WORLDWIDE WHISKY CAT. SCOTCH #1 #2 US LENDED WHI IES BLEN HISKIE Blended Scotch Whisky #1 of the category CANADIAN

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SLIDE 1

BRAND PRESENTATION

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SLIDE 2

THE BLENDED SCOTCH WHISKY MARKET

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SLIDE 3

RANKING – WHISKY CATEGORIES WORLDWIDE

SCOTCH WHISKY, THE 1ST WHISKY CATEGORY

BLEN LENDED WHI HISKIE IES

Blended Scotch Whisky #1 of the category

BLE

LENDED SCOTCH CH WHI HISKY

Expected growth of 6% between 2019 & 2023

WHISKY CAT. SCOTCH

#1

US

#2

CANADIAN

#3

JAPANESE

#4

IRISH

#5

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SLIDE 4

SIR EDWARD’S – A WORLDWIDE BRAND

SINGAPORE 4TH BLENDED SC. WHISKY 2ND BLENDED SC. WHISKY GABON BURMA 5TH BLENDED SC. WHISKY 5TH BLENDED SC. WHISKY LATVIA FRANCE 3RD BLENDED SC. WHISKY

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SLIDE 5 Source: Impact March 2019, premium Scotch brands <12yo, in M 9L cases

18.7M 7.4M 4.6M 3.3M 3.2M 3M 3M 2.8M 2.7M 2.6M 2,5M 1,7M 1,6M

#13

INTERNATIONAL RANKING

Spread worldwide in more than 115 countries

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SLIDE 6

A BRAND ESTABLISHED AND RECOGNIZED IN THE WORLD’S LEADING BLENDED SCOTCH WHISKY MARKET

*Source : ON FRENCH B.S.W. OFF-TRADE MARKET IRI May 2019 MAT

IN IN FR FRANCE*

wi with th 11,8% % MS MS and the the

HI HIGH GHEST GR GROWTH

On 2L L form rmat*

+ 1

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SLIDE 7

BRAND PRESENTATION

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Foundation of Bardine net

1857 1891

Trademark deposit « Edward’s & Co » In honour of Paul Bardinet’son : Edouard

1991

Sold by retailers for the first time as the brand “Sir Edward’s” Millionn nnaire Brand

2011

Brand relift fting ng, new brand attributes

2014

Sir Edward’s SMOKY

2016

Sir Edward’s Aged 12 Years

2018 2019

#3 Blended Scotch Whisky in France

VIDEO

3

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WHISKY-MAKING PROCESS

WATE TER YEAST ST GRA RAINS INS

SINCE 1891, SIR EDWARD’S IS ELABORATED IN THE PUREST SCOTTISH TRADITION SATISFYING ALL THE

VERY STRICT CRITERIA ESTABLISHED BY THE SCOTCH WHISKY ASSOCIATION WHICH ENSURES THE QUALITY AND THE TASTE OF ANY SCOTCH WHISKY.

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The dried malt and grains are milled to make a coarse flour which is then mixed with hot water. This makes ‘wort’, a sugary water. To convert the sugars in the wort into alcohol, we ferment the liquid by reducing the temperature and then add yeast The liquid is boilled twice in huge stills to separate the ‘New Make Spirit’ whisky in its purest form from the rest of the liquid. The new spirit is then matured in oak casks for at least three years. It’s now time for the art of blending. Next our precious liquid is filled into traditional bottles

MASHING FERMENTATION MATURATION DISTILLATION BLENDING BOTTLING

We separate the malt spirit into tree « cuts », only keeping the middle one American oak casks used The skill of our Master blender is key here. His expertise helps deliver a perfect harmony of flavours
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SLIDE 11

At our Single Malt distillery in Elgin, in the heart of Speyside, we’ve developed new methods to significantly reduce water and energy consumption. Nothing is wasted - our by-products are used to create animal feed and electricity, and when we are finished with

  • ur casks we return them to the cooperage

for recycling. Starlaw, in Bathgate, our ground-breaking grain distillery, is Scotland’s most modern and environmentally-aware grain distillery. It’s the first green-field grain distillery to be built in the country since 1964 with extensive energy-saving and water-conserving measures at the heart of all production.

Our Single Malt Distillery Our Grain Distillery

We have total control over the entire production chain, ensuring unrivalled quality and environmental awareness.

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DRINK STRATEGY

HIGH GH BALL LL

with ginger ale with cola

CLASSIC ASSIC

neat

  • n the rocks
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OUR MISSION

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SIR EDWARD’S APPEALS TO EVERYONE LOOKING FOR AN UNPRETENCIOUS AND AFFORDABLE WHISKY. THEY DON’T

NEED TO BE CONNAISSEUR TO APPRECIATE IT AND THEY CAN ENJOY-IT THE WAY THEY WANT.

FURTHERMORE ITS TRADITIONAL SCOTTISH ARE COMFORTING

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BORN IN SCOTLAND, MADE FOR EVERYONE

PPROCHABLE

through its taste through its image

CCESSIBLE

through its price

FFORDABLE

A A A

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OUR RANGE

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A full range of traditional Scotch Whiskies

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TASTING NOTES Nose: Subtle and grainy Taste: Full bodied and slightly woody Finish: Round and warm, spicy with a fruity tone, well balanced Aged: 3 years minimum 40% Vol. « Sublimely smooth and refreshingly light, Sir Edward’s Finest is carefully matured to perfection to deliver a delicate aromatic bouquet with elegantly fruity notes. »

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TASTING NOTES Nose: Sweet vanilla fruit followed by wafts of peat smoke Taste: The peat smoke really starts to come through. Layers of fruit are smothered sith a cloud of oak smoke. An intense flavour experience. Finish: The smoking embers die away but spiced summer fruits to the fore. Satisfyingly long. Aged: 3 years minimum 40% Vol. Peated notes add great depth to the spirit and intensify the flavour. Our blended Scotch Whisky releases a cloud of oak smoke and spiced fruit flavour

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TASTING NOTES Nose: Woody with a touch of vanilla Taste: The first impression is grainy with hints of prune. Finish: The finish reveals hints of toast, toffee, candied sugar and is long ans subtle. Aged: 12 years minimum 40% Vol. The wood of the cask influences the flavour immensely, bringing intense aromas of vanilla and dried fruit. As the whisky matures for over a decade, the flavours deepen, giving great length and a stunningly smooth finish.

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OUR COMMMUNICATION ASSETS

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https://www.dropbox.com/home/BRANDS/WHISKY/SIR%20EDWARD'S/2%20-%20COMMUNICATION/KEY%20VISUALS

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@siredwards.whisky Sir Edward’s Whisky https://en.siredwards.com/

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Cocktails recipes

https://www.dropbox.com/home/BRANDS/WHISKY/SIR%20 EDWARD'S/4%20-%20MEDALS https://www.dropbox.com/home/BRANDS/WHISKY/SIR%20EDWARD' S/8%20-%20COCKTAILS/VIDEOS%20COCKTAILS%2030''
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Notes book 19x14 Pen Keyrings Flask Battery Kilt + Beret Men Kilt + Beret Women T-SHIRT Women

S/M/L

T-SHIRT Men M/L/XL Tote bag Baseball cap Men Polo

Shop

Bar runners Ice bucket

3,58 € 10,42 € 5,86 € 6,90 € 18,00 € (x100) 39,00 € (x100) 1,96€ 9,11 € 4,81 € 2,94 € 1,35 € 1,86 € 43,30 € 41,50 €

https://www.dropbox.com/home/BRANDS/WHISKY/SIR%20EDWARD'S/5%20-%20PROMO%20-%20ACTIVATION/POS
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Event ISRAEL Tasting UKRAINE Billboard campaign URUGUAY Wall of Sir Edward’s KAZAKHSTAN TV morning show in ISRAEL UKRAINE ANDORRA ISRAEL COLOMBIA PARAGUAY

SAN ANDRES

Perito Moreno glacier official drink ARGENTINA

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INNOVATIONS 2020

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INNOVATE

  • DYNAMISE OUR OFFER
  • TARGET YOUNGER CONSU.

LEGITIMICY

  • USE SCOTTISH BEER CASK
  • TRADI. BEVERAGE

ACCESSIBLE

GREAT TASTE BALANCE, BEER AND

WHISKY FLAVORS MERGE PERFECTLY

TRENDY

CAPITALIZE ON GLOBAL

CRAFT BEER TREND
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100% finished in beer cask1year 70% 3 years bourbon cask + finished in beer casks

30% MALT 70% GRAIN

OUR ANSWER

MALT

30% 3 years bourbon cask.

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SED BEER RESERVE

NEW

BEER

FINISH : Long and lingering, sweet with a gentle spice. PALATE : Sweet and rich maltiness, honey, rich berries, with a slight touch of citrus, and soft toffee, leading to a hoppy spiciness. NOSE : Heather honey, sweet malt. Balanced with hints of toffee, citrus and a sweet hoppy note.

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TOOLS

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NEW Bomb shot

STRATEGIE D’USAGES

CLA CLASSIC Neat or mixed with soda (ginger ale)

DRINK STRATEGY

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5CL RINGS

SMOKY 5CL FINEST 100CL / 70CL 3 RINGS/BOX

70cl (recommended) 100cl Cost: 0,252€ per case (1 unit = 0,084/col x3)

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NEW POS

WHIKSY STONES MUGS PICNIC BLANKETS

1,20 € 2,30 € 11,05 €

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Proudly distilled and aged in Scotland A full range of traditional Scotch Whiskies An authentic Whisky that stands out for its extreme smoothness Distilleries owner