THE JACK TAP KEY OBJECTIVES OBJECTIVE 1: Target new drinking occasions in competitive beer accounts....

THE JACK TAP KEY OBJECTIVES

OBJECTIVE 1: Target new drinking occasions in competitive beer accounts.

OBJECTIVE 2: Increase Visibility. Centre positioning on the main bar in target

outlets.

GOAL: Jack Daniel’s to record +15% increase in the first three months of

implementation at outlet level.

BENEFIT. Create an exciting new point of purchase targeting sales of an iconic, high margin, low Bev cost cocktail, “The Jack &

Coke | Jack & Ginger | Jack & Apple Juice | Jack & Lemonade”.

THE JACK TAP ACTIVATION PLAN SELL IN & CONFIRM ACCOUNTS:

Confirmation required by 1st August (Target accounts to

be communicated to KAM’s individually).

INSTALLATION: Installation to take place between 4th & 8th August 2013 by Brand Mangers.

KAM OBJECTIVE: Outlet beer/JD data to be collected prior/after installation of Jack Tap.

JACK PACK ACTIVATION: To be conducted once a week, for the first month upon confirmation

by the outlet.

MYSTERY SHOPPER. To be conducted during the first 3 months from date of implementation, upon confirmation from participating outlets.

(Jack Daniel’s Merchandise to be used)

Jack Tap| Left Bank Cocktail Bar Results

2 WEEKS “AFTER” JACK TAP INSTALLATION2 WEEKS “BEFORE” JACK TAP INSTALLATION

JACK DANIEL’S SHARE OF SPIRITS +10%

Source: EPOS Data, Left Bank Souk Al Bahar, 20/07/13 to 31/08/13

JACK GROWING VOLUME AND GAINING SHARE OF SPIRITS!

BEER IN DECLINE!• Total spirits vol. increased from 226 bottles to 310 bottles (+37%)• Total Jack Daniel’s vol. increased from 28 bottles to 60 bottles (+114%)• Total beer volume declined from 38 to 33ltr kegs (-13%)

THE JACK TAP KEY OBJECTIVES OBJECTIVE 1: Target new drinking occasions in competitive beer accounts....

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