THE

DALMORE

THE

DALMORE

Contents

1. The Dalmore Brand Story

2. Brand Performance Review

3. The Dalmore Collection

4. Brand positioning

5. Activation showcase

THE

DALMORE

The DalmoreBrand Story

THE

DALMORE

The DalmoreBrand Performance

The Dalmore is the fastest growing Single Malt Scotch whisky globally

The Dalmore

The Singleton

Glenrothes

Lagavulin Malt Scotch

Aberlour

Total

The Glenlivet

The Macallan

Dalwhinnie Malt Scotch

Talisker Malt Scotch

Cardhu

Glen Grant

69.4%56.3%56.3%

37.5%28.2%

18.6%17.1%

15.5%15.2%

13.6%12.4%11.9%11.6%

10.3%9.6%9.0%

8.1%6.8%

4.0%0.6%0.1%

-2.2%-3.5%-4.1%

Top 25 Global Malts % Value Growth / Decline 2011

2011 % Change

Our Value has continued to grow above Volume

2006/07 2007/08 2008/09 2009/10 2010/11 2011/12 LE3 2012/13

Volume (kcs)Value (£)

63%

26%

3%

5% 4%2011/12

There is strategic focus on the higher end of the Core Collection

58%26%

7%

7%3%

2012/13

The 12The 15CMRThe 18KAIII

USA & Canad

a +177

%MEA & Pacific +22%

Europe

+34%

UK +76%

Travel Retail +17%

The Dalmore’s key markets have demonstrated exceptional growth year on year

THE

DALMORE

The DalmoreCollection

The Dalmore Core Collection

MaturationAmerican bourbon wood and Matusalem oloroso sherry

Aroma Citrus fruits, chocolate and aromatic spices

Palate Concentrated citrus, oloroso sherry and hints of vanilla pod

Finish Roasted coffee and chocolate

The 12

MaturationAmerican bourbon wood and three types of sherry casks – Matusalem, Apostoles and Amoroso

AromaOrange marmalade, cinnamon and nutmeg

PalateMandarin, vanilla, ginger and crushed apples

FinishPeppery spice and oak

The 15

MaturationAmerican bourbon wood, Matusalem oloroso sherry casks and finessed in Cabernet Sauvignon wine barriques

AromaCinnamon, vanilla and red fruits

PalateTropical fruits, banana toffee and vanilla ice cream

FinishOrange zest, bergamot and crushed spices

Cigar Malt Reserve

MaturationAmerican bourbon wood and Matusalem oloroso sherry casks

AromaVanilla, dark chocolate orange and cinnamon

PalateDark chocolate, candied citrus fruits, rich coffee, nutmeg and cloves

FinishCitrus fruit, oak and spice

The 18

MaturationAmerican bourbon barrels, Matusalem oloroso sherry casks, Madeira drums, Port pipes, Marsala barrels and Cabernet Sauvignon wine barriques

AromaRed berry fruits, fresh flowers and hints of passion fruit

PalateCitrus zest, vanilla pod, crème caramel and crushed almonds

FinishSweet cinnamon, nutmeg, cloves and ginger

King Alexander III

The complexity of the wood and flavour profile intensifies as you progress through the Dalmore range

12 15 18 CMR KAIII

American White Oak & Sherry Wood Cabernet Sauvignon Madeira, Marsala, Port+

House Style Finesse

+

The Dalmore Constellation Collection

THE

DALMORE

The DalmoreBrand Positioning

Target Consumer

TARGET CONSUMER

• Professional white collar males (30+) with high disposable incomes.

• Successful, ambitious and aspirational.• Status is important...want to be seen to be

“in the know”

THEIR DRINKING

• Drink malt as part of a repertoire of premium spirits.

• Some will drink for show, others because of knowledge.

• Drink mostly in the on premise, in top tier restaurants, bars and lounges.

• Business is important and most have limited personal time.

• Members of exclusive clubs.• Travel often for business and pleasure.• Technology plays an important part in

their lives.

THEIR OPINIONS

• Influenced by a small number of respected opinion formers and through personal recommendation.

• A small set of luxury blogs and lifestyle magazines, which vary by market/city, are also influential.

• Want to be seen as refined and cultured.

• Believe single malt is better than blended whisky.

THEIR WORLD

RETURN OF THE GENT

Consumer Trends

NEW CONNOISSEUR

AUTHENTI-SEEKING RISE OF CONSPICUOUS CONSMUPTION

The Mackenzie Clan, I Shine | Not Burn, Royal Stag, DOS PaintingBrand Attributes

Values

A smooth rich liquid with no rough edges, Unique Stilhouse, Artisan Craftsmanship, Oldest & Rarest Stocks

Product Attributes

The single malt at the apex of the categoryPositioning

Creative Idea

The Art of The Dalmore

Personality Worldly – Hold to High Standards – Quietly Confident – Restless

Brand Idea

Bravery – Devotion - Purpose

Shine, Don’t Burn

Brand Positioning

Brand Idea

BRAND ATTRIBUTES

PRODUCT ATTRIBUTES

The Mackenzie Clan/Painting

I Shine, Not Burn Royal Stag

Unique Stillhouse Artisan Craftsmanship

Oldest and Rarest Stocks

I SHINE | NOT BURN

Smooth, rich liquid

THE

DALMORE

The DalmoreBrand Activation & Best Practice

The Dalmore Brand Plan

To be considered Thesingle malt at the apex

of the category

KPIs – TBC

Grow total BCIncrease BC per case

Decrease reliance on 12yoCustodian Sign-UpsGain better PR Value

Consumer awareness

The Art of theThe Dalmore

(Brand)

The Art ofCommunication

(Reach)

The Art of theExperience(Interaction)

Develop Rare and Core Ranges

Brand/Product Story

ATL

Events

Online communications

Mission Objectives TacticsStrategies

Develop Sales Tools

PR Brand Partnerships

Trade visibility

Unique in store / bar experience

Distillery

Training

THE

DALMORE

The Art of The Dalmore(Brand)

12YO

15YO

KAIII

18YO

Constellation

The Dalmore Portfolio

Cigar Malt

30YO

25YO

40YO

45YO

ASPIRATIONAL

ACCESIBLE

ABSOLUTE

Core CollectionFocussed on all

consumers through relevant channels

Rare CollectionFocussed on Aspirational

Absolute consumersPositioning in on-trade

Single CasksTargeting at investment, collectors and absolute

consumers

These tools will allow for a deeper level of brand awareness and understanding, as well as drive our commercial teams to lead their selling strategy focussing on brand and product attributes

Selling Tools

THE

DALMORE

The Art of Communication(Reach)

Hub Strategy

LONDON NEW YORK PARIS

SHANGHAIMOSCOW BERLIN

Holland & Holland

Net Jets

Skibo Castle

PR Partnerships

Above The Line Activation

ATL & PR Guidelines

Off-Trade Visibility

Window Display Template

Window Display Seasonal Template

In terms of more tactical window display campaigns, the brand and channel teams will provide flexible display options which can be scaled depending on the opportunity and the requirements.

This ‘Window Toolkit’ will include:

• A Death of the Stag framed print

• Metal Stag’s Head logo, to be suspended in display

• Illuminated plinth (3 varying heights)

• The Dalmore logotype and stag’s head window vinyls

Tactical Modular Window Display

In support of our window displays providing brand visibility and strengthening consumer awareness, it is important to build the in-store experience in conjunction with this.

This should encompass an overall training and incentive programme from a trade perspective.

From a consumer pull perspective, we are developing a flexible in-store unit which can be utilised in-store as a sampling unit, providing the consumer with an experiential induction in to the brand. Further to this, the message will be around KAIII, reinforcing our current brand message and encouraging a focus on this our lead expression.

In-Store Experience

Flagship Accounts

Ritz Carlton, Moscow

Le Gavroche, London

Avenue, New York

Hakkasan, New York

The Lanesborough, London

On-Trade Visibility

Cigar Pairing Activation

THE

DALMORE

The Art of Experience(Interaction)

Events & Tastings

Guidelines for Events & Tastings

We have been inspired by some of the unique serves developed by key customers for The Dalmore, and so wanted to create a serve steeped in brand truths and relevance.

This provides the consumer with an engaging experience specific to The Dalmore brand, therefore offering the trade a unique selling opportunity.

Unique Serve

Sommelier Training

The training has been developed to build On-Trade understanding and awareness of the whisky category and the brand, ensuring confidence in bar tenders when providing referrals to consumers

Brand Ambassadors in our key regions are receiving refresher training on this, providing them with the tools and skills necessary to deliver the training to the highest standard

Sommelier Training Tools

We are able to utilise the various mediums delivering engaging content to our consumers, allowing for direct interaction. This can also provide us with a useful tool to gain insights from our loyal consumer base.

THE DALMORE SELECTED BY DANIEL BOULUD LAUNCHED IN USAApril 24th 2013

Digital Communications

The Dalmore Distillery can be used to build relationships with key distributors and customers, elevating image and perception through the home of the brand.

This provides customers with a unique experience and insight in to the brand, encouraging activation through understanding.

The Distillery

So The Dalmore is...

• The Single Malt Scotch Whisky aspiring to be at the apex of the category

• A brand with royal heritage and a rich history

• A whisky with an artistic approach to creating every drop, driven by the people behind the liquid, and their incredible skills and devotion

• A product with exceptional liquid quality and value stemming from the complexity of our spirit and the range of old and rare stocks

• And importantly, a brand with a strong commercial proposition as the fastest growing single malt globally!

THE

DALMORE

Thank You