EXPERIENCE THE COCKTAIL OF THE SUMMER

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EXPERIENCE THE COCKTAIL OF THE SUMMER BACARDI
SILVER Signature Lemonade is an upscale, exotic
twist on a classic favorite, made by blending the
natural flavor of lemons with juicy guava and
mango from the islands. Not too sweet, not too
sour this is one ready-to-drink cocktail
thats perfectly balanced and deliciously
refreshing. BACARDI SILVER Signature Lemonade is
part of a new line of ready-to-drink, pre-mixed
beverages at 6 alcohol by volume. Whether
theyre relaxing alone or entertaining outdoors
with friends, BACARDI SILVER Signature Lemonade
offers an easy, convenient way for consumers to
enjoy a delicious cocktail. More and more
consumers are looking for sweet and sour
beverages like hard lemonades, making them the
leading growth trend in Flavored Malt Beverages.
As a dynamic entry into the growing hard lemonade
market, BACARDI SILVER Signature Lemonade stands
out among other products through the powerful
brand equity and authenticity provided by the
BACARDI SILVER name. Take advantage of this
growth opportunity and order BACARDI SILVER
Signature Lemonade today! FMB CATEGORY Hard
Lemonades are the leading growth segment in the
Flavored Malt Beverage category. In 2008 Hard
Lemonade sales exceeded 12.4MM cases, up 2.1
from 2007. The FMB category sold 48MM cases with
a dollar share of 227MM and A-B InBev sold 4.8MM
cases with a dollar share of 31MM.
PRODUCT BACARDI SILVER Signature Lemonade is a
new exciting twist on a classic favorite.
Blending together the 100 natural flavors of
lemons, guava and mango into a 6 alcohol by
volume beverage, its perfectly balanced
refreshment thats not too sweet and not too
sour. PACKAGING Premium packaging design aligns
well with spirits and reinforces a more upscale,
sophisticated beverage for both men and women, as
well as justifies the higher price point.
Highlighting the lemonade name makes the product
stand out at retail especially in a market with
a growing demand for ready-to-drink hard
lemonade products. 6-pack clear bottles only
(available in 6 ABV and 3.2 ABW) TARGET
AUDIENCE Bacardi Silver Signature Lemonades
target audience includes males and females in
search of a sweeter palate, who prefer the ease
and convenience of ready-to-drink cocktails.
These consumers are sophisticated, like to try
new alcohol beverages, and are seeking an
alternative to beer and spirits that provides
outdoor refreshment. THE COMPETITION In 2008
BACARDI SILVER brands gained market share with
10.6 share and only one competitor, Mikes Hard
Lemonade, grew in volume and share. There is
currently an opportunity gap of 4MM cases in the
FMB category, leaving a prime opening for a new
entry from BACARDI SILVER Signature Lemonade.
Anheuser-Busch, Inc., BACARDI SILVER Signature
Lemonade Flavored Malt Beverage (Flavored Ale in
TX), St. Louis, MO BACARDI, BAT DEVICE AND
BACARDI SILVER LOGO ARE REGISTERED TRADEMARKS OF
BACARDI COMPANY LIMITED. Note The alcohol
beverage laws of the various states vary with
regard to the merchandising and promotion of
beer. Please be guided accordingly.
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MARKETING SUPPORT BACARDI SILVER Signature
Lemonade will be supported with a full-line of
eye-catching POS that highlights the packaging
and its refreshing features. The escapism
imagery closely associates the brand to its
BACARDI roots reinforcing its authenticity.
Utilize the high-impact POS to call out NEW to
market.
2x3 SIGNMAKING BANNER
NECK RIDER
3x2 SIGNMAKING BANNER
WIRE RACK Side panels and header available as
signmaking template
WOBBLER
COOLER STICKER
Anheuser-Busch, Inc., BACARDI SILVER Signature
Lemonade Flavored Malt Beverage (Flavored Ale in
TX), St. Louis, MO BACARDI, BAT DEVICE AND
BACARDI SILVER LOGO ARE REGISTERED TRADEMARKS OF
BACARDI COMPANY LIMITED. Note The alcohol
beverage laws of the various states vary with
regard to the merchandising and promotion of
beer. Please be guided accordingly.
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MARKETING SUPPORT BACARDI SILVER Signature
Lemonade will be supported with a 4.6MM
advertising campaign including Outdoor, National
Print, Online and Local Media scheduled
throughout the year with emphasis during the
summer months. In addition, the brand will also
be supported by 20 million in overall BACARDI
trademark advertising.
CAPS SIGNMAKING
PRINT AD
DANGLER
BILLBOARD
Anheuser-Busch, Inc., BACARDI SILVER Signature
Lemonade Flavored Malt Beverage (Flavored Ale in
TX), St. Louis, MO BACARDI, BAT DEVICE AND
BACARDI SILVER LOGO ARE REGISTERED TRADEMARKS OF
BACARDI COMPANY LIMITED. Note The alcohol
beverage laws of the various states vary with
regard to the merchandising and promotion of
beer. Please be guided accordingly.
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• SELLING STRATEGY
• BACARDI SILVER Signature Lemonade is the newest
  exciting entry in the growing ready-to-drink hard
  lemonade market.
• Utilize high-impact POS to call out NEW to
  market
• Use informational neck riders to hang on
  bottles and/or hand out at retail
• Identify unique opportunities to reach target
  consumers/cocktail drinkers
• SAMPLE.SAMPLE.SAMPLE
• OFF-PREMISE
• Gain incremental shelf placement near BACARDI
  SILVER Mojito and/or on FMB shelf near other
  leading Hard Lemonades
• Secure additional space in the pre-mixed
  cocktail area
• Build stand alone BACARDI SILVER Signature
  Lemonade displays in high traffic areas
• Secure feature ads during peak summer months
• Execute sampling events at off-premise accounts
  (where legal)
• ON-PREMISE
• Gain distribution in current BACARDI SILVER
  on-premise accounts

Anheuser-Busch, Inc., BACARDI SILVER Signature
Lemonade Flavored Malt Beverage (Flavored Ale in
TX), St. Louis, MO BACARDI, BAT DEVICE AND
BACARDI SILVER LOGO ARE REGISTERED TRADEMARKS OF
BACARDI COMPANY LIMITED. Note The alcohol
beverage laws of the various states vary with
regard to the merchandising and promotion of
beer. Please be guided accordingly.