Bushmills Evaluation Report July 2016

EVALUATION REPORT JULY 2016

OBJECTIVES

• ‘GET LIQUID ON LIPS’ IN 100 KEY OPINION FORMING OUTLETS BETWEEN MAY JULY 2016.

• HIRE ASPIRATIONAL STAFFTO SAMPLE BLACK BUSH AND APPLETOTARGETED CONSUMERS INTHE ACCOUNT IN QUICK SUCCESSION. UPBEAT SAMPLINGTO MATCHTHE UPBEAT ATMOSPHERE INTHE ACCOUNT • ENCOURAGE REPEAT PURCHASING OF BLACK BUSH AND APPLEWITHINTHE ACCOUNT DURING AND AFTERTHE SAMPLING ACTIVITYTHROUGH RATE OF SALE POS PLACEMENT

TEAMTASK

STEP 1: IDENTIFY & APPROACH

CHECK OUTTHEVENUE FOR RELEVANTTARGET CONSUMERS. APPROACHTARGET CONSUMERS AND EXPLAIN WHATTHEY ARE DOING.

STEP 2: EDUCATE

SAMPLE PERFECTLY SERVED DRINKTOTARGET CONSUMER. AWAIT FEEDBACK AND MANAGE QUESTIONS.

STEP 3: ROS

INFORM CONSUMERS ABOUT CURRENTVALUE PROMOTION. ROS STEP 4: DATA CAPTURE

ONCE ALL QUERIES HAVE BEEN ADDRESSED, CAPTURE RELEVANT STATS ON BUSHMILLS APP.

TARGET CONSUMERS

• 18 34YEAR OLDS • HIGH DISPOSABLE INCOME • ASPIRATIONAL • APPRECIATE QUALITY ALTHOUGH UNPRETENTIOUS • EMBRACESTHE ROLE OF DISCOVERER • APPRECIATE CONNECTINGWITH NEWTRENDSTO SEEK NEW EXPERIENCES

SAMPLING UNITS

I HAWKER TRAY

FOR BUSY CITY CENTRE ACCOUNTS EASYTO MOVE BETWEEN OUTLETS ANDWITHINTHE CROWD INSIDE

II STATIC UNIT

GRAFFITI’DWITH ‘BLACK IS CALLING’ UTILISED IN LARGER, MORE SPACIOUS ACCOUNTS

POS

POS

…. SOME ACCOUNTS EVEN GOT CREATIVE!

DATA CAPTURE TEAM INPUTS DATA DURINGTHE SAMPLING ONTHEIR PHONE APP.

THE RESULTS FEED INTO LIVE DATABASE ALONGWITHTHE PHOTOGRAPHS

DATA CAPTURE RESULTS AT A GLANCE

TARGET CONSUMERS RECEIVED A PERFECTLY SERVED SAMPLE OF BLACK BUSH & APPLE MIX

OFTHETARGETED 100 ACCOUNTS RECEIVED A SAMPLING 85 ‘SESSIONS USED’*

15 DECLINED (TIEDTO COMPETITOR) 2 DID NOT RESPOND 1 WAS CLOSED FOR REFURB 1 CANCELLED DUETO CLASH OF PROMOTIONS

*THIS INCLUDESBLACKBOXBIRTHDAYANDBIGGERACCOUNTS

53% STRIKE RATE OF ALL PATRONS IN ALL OF THE BARS SAMPLED. REASONS FOR NOT SAMPLING: DRIVING, PREGNANT, DON’T DRINK WHISKEY, NOT INTERESTED

CONSUMER PROFILE OFTHOSE SAMPLED

85% OFTHOSE SAMPLED HAD A POSITIVE REACTIONTOTHETASTE AND EXPERIENCE

POSTIVE

“OHTHATTASTES LOVELY, IWOULD NEVER HAVE THOUGHTTO ORDER THAT!”

SAMPLING RATING

2 3 4 5 6 7 8 9 10

8/10

WASTHE AVERAGE SCORETHATTHE

BLACK BUSH SAMPLINGTEAM RATEDTHE ACTIVITY AFTER EACH SESSION.

BASED ON NUMBER OF PATRONS, RESPONSE FROM CONSUMERS ANDTHE ACCOUNT.

PHOTOGRAPHS

PHOTOS FROM ALL OFTHE SESSIONS ARE AVAILABLETOVIEW ONTHE DATABASE

LEARNINGS AND RECOMMENDATIONS FROM SAMPLING BRAND AMBASSADORS THEREWEREN’T MANY NEGATIVES BUT A COUPLE OFTHINGS TO CONSIDER: • VISITING SO MANY BARS IN ONE NIGHT IS GOOD HOWEVER IT IS NOT POSSIBLETO HIT ALLTHE BARS ATTHE IDEALTIME E.G. BETWEEN 9 11 ,WE ALWAYS HADTO DO AT LEAST ONE EARLY BEFORE ITWAS BUSY • THE RECEPTION FROM HIP BARSWAS BY FARTHE BEST REACTION, PERHAPS BECAUSETHEY ARE MORE USEDTO RECEIVING SAMPLING PROMOTIONS AND ARE MORE OPEN MINDEDTOTRYING NEW THINGS? • OVERALL , ITWAS AVERY GOOD SAMPLING EXERCISE,VERY WORTHWHILE AS IT OPENED UPTHE CONSUMER’S REPERTOIRE OF DRINKS AND ALLOWEDTHEMTOTASTEWHISKEYWITH A DIFFERENT MIXER SOME FORTHEVERY FIRSTTIME! .

COMMENTS RELATING TO THE TRADE

• MOST MANAGERS FELT ITWASVERY FORWARDTHINKING OFTHE BRAND.THEY LIKEDTHE FACTTHATTHEIR CUSTOMERSWERE IN A WAY BEING REWARDED. • THEY LIKEDTHE ‘NO FUSS’HAWKERTRAY AND FUNKY STATIC UNIT ANDTHE FACTWEWEREN’T BEHINDTHE BAR INTHEIRWAY. • ALL ACCOUNTSTHAT HAD RECEIVEDVISIBILITY INVESTMENTWERE TARGETED ANDTHIS REAFFIRMEDTHE COMMITMENT FROM PROXIMO SPIRITS • SOME OFTHE LARGER ACCOUNTSWOULD HAVE PREFERRED MORE STOCK, A LEARNINGWOULD BETO BOOK A ‘DOUBLE SESSION’ FORTHESE LARGER ACCOUNTS

GENERAL CONSUMER FEEDBACK

• 100% OF ALL SAMPLED CUSTOMERS WERE GRATEFUL TO RECEIVE A COMPLIMENTARY BLACK BUSH AND APPLE • 85% POSITIVE REACTION TO THE TASTE OF THE MIX • MOST COMMON FEEDBACK: ‘WOW, THAT’S LOVELY, I WOULD NEVER THINK OF ORDERING A WHISKEY!”& ‘IT TASTES LIKE SUMMER’

LEARNINGS AND FUTURE RECOMMENDATIONS

• THESE ARE RECOMMENDATIONS AND MAY BETAKEN INTO CONSIDERATION FOR ANY FUTURE ACTIVITY • STANDBY LIST OF ACCOUNTSTOTARGET INTHE EVENT OF DECLINES/CANCELLATIONS • BASED ON FEEDBACK FROMTHIS CAMPAIGN, ONLY CHOOSE THE ACCOUNTSTHAT SCORED OVER 7/10TO RUN FUTURE SAMPLINGS IN PROPOSE A 2 NIGHTS SAMPLINGTO REINFORCETHE PROMOTION QUALITYV QUANTITY &TO INCREASE LONGEVITY OF POS PLACEMENT AND ENCOURAGE STAFFTO UPSELL BETWEEN SESSIONS • OPPORTUNITYTO BUILD IN A STAFF/ACCOUNT INCENTIVE EITHER FOR PERCENTAGE INCREASE SALES ORVISIBILITY / DISPLAY BUILDING. • POTATO BREDWOULD LIKETOTHANKYOU FORTHE OPPORTUNITYTOWORK ONTHIS CAMPAIGN ANDWELCOMES ALL FEEDBACK.