Its’ awesomeby: Christopher Erstine Fall 2011

Tequila

Overview» Total category sales: $ 152,434,000.40 » Average % item on deal: 16.4%» No private label in our area» Average spent on item during trip: $22.40» Not highly penetrated» Retailer is in control

Main retail competitors are Liquor World, Wal-Mart and W. Siloam Springs

Prevalent national brands:Jose CurvePatronSuaza

Stores audited # SKU'S # Unique SKU's

Liquor World (AR) 101 16Walmart (MO) 49 0

West Siloam (OK) 47 0

Springdale (AR) 33 0

Sam's (AR) 27 0

Demographics

Tequila buyers by income in Northwest Arkansas

Demographics

Tequila buyers by age

Demographics

Tequila buyers by family type

Dominant Brands

These brands have a high stocking rate due to the popularity of the brands

Dominant Brands

Brands # of retailers stocking

Stocking rate

Jose Cuervo 5 56%

Sauza 5 48%

Patron 5 52%

• Retailers appear to give space for sales volume • This is consistent to the role of the category: Cash Machine• High Gross Margins with decent sales

Margins

Or a shot?

Questions?