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WHY EVERY BAR SHOULD OFFER 5 SHOTS ON THEIR MENU & HOW TO SERVE THEM

SHOOT TO THRILL!

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1. ORIGIN OF THE SHOT (GLASS)

2. ACCOUNT BENEFITS OF A SHOT MENU/FEATURE

3. DIFFERENT CLASSIFICATIONS OF “THE SHOT”

4. THE BOILERMAKER (BEER + SHOT) COMBOS

5. PROFITABILITY

OVERVIEW

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- A popular origin story is that the shot glass originated in the Western saloons of the American Old West. The story explains that the cowboys of the Old West would trade a cartridge (bullet plus powder and primer encased in brass) for a small amount of alcohol or shot

- Another origin story is that a shot glass was a glass used at the dinner table for diners to place any lead shot they found left during the meal (Yum!)

- Certain fraternal organizations such as Freemasons have a custom of drinking toasts from specially shaped glasses known as cannons or firing glasses, which are slammed on the table making a sound like a gunshot – a firing glass then becomes a shot glass

ORIGIN OF THE SHOT OR MAYBE JUST THE SHOT GLASS…

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- Opportunity to gain placements and advertise features for new spirits

- Offers suggestions to indecisive consumers looking for “a shot of something”

- Opportunity for the account to feature more call brands and increase profits

-Helps ensure that a customers choice to purchase a shot will fall under the United portfolio

BENEFITS OF A SHOT MENU

+MORE THAN JUST A SHOTEXPLORING THE SPECTRUM OF THE SHOT WORLD

SHOTS

A blend of 1 or more spirits or liquors containing 100% Alcohol.In the US the Standard shot is 1.5oz

- Typically served chilled in a 1.5 oz shot glass

Ex : Strawberry Fields 1oz Pennington’s Strawberry Rye 1/2oz King’s Ginger

+MORE THAN JUST A SHOTEXPLORING THE SPECTRUM OF THE SHOT WORLD

SHOOTERS

A shot that is blended with a non-alcoholic mix, though many bars will use this interchangeably with “shot” – shooters can range from 1oz to 4oz

Typically served in a shot or sherry glass

Ex : Washington Apple Shooter 2oz Whiskey 1oz Sour Apple Schnapps 1oz Cranberry Juice

+MORE THAN JUST A SHOTEXPLORING THE SPECTRUM OF THE SHOT WORLD

SHORTIES

Typically 1oz pour – priced at lower price point than average shots.

Ex : Jack Tennessee Honey Tuaca Pennington’s Strawberry Rye Jack Tennessee Fire American Born Moonshine

+MORE THAN JUST A SHOTEXPLORING THE SPECTRUM OF THE SHOT WORLD

BOMBS

A shot that is dropped into a glass of beer or energydrink and then consumed.

Ex : Irish Car Bomb 3/4 Pint of Guinness ½oz Irishman Founder’s Reserve ½oz Irishman Irish Cream

Also can be served in a bomb cup

Ex : Bacardi O Bomb (Dropped into energy drink)

+BOILERMAKERS…NOT JUST BEER & WHISKEY ANYMORE

Traditionally served as a shot of whiskey & a beer, the Boilermaker has evolved and become a popular feature in On Premise Accounts

HIJACK BREAKFAST OF CHAMPIONSMiller High Life & Jack Daniels Miller Lite & The Irishman Founders

DOS HOMBRESDesperados & Shot of El Jimador

APPLEJACKStrongbow & Jack Daniels Honey

SOB sells Tecate 12oz Cans + shot of El Jimador Blanco $5Tecate is now outselling PBR in this account…

+PROFITABILITY

Presenting the profitability of an in house shot feature/menu will assistin selling in the program to an account

SHORTIE FEATURE

$3.OO Shortie (1oz) Feature on American Born Moonshine Apple PieBuy 2 get 1 n/c Deal Bottle Cost : $22.83 ($.89 oz)$3.00 - .89 = $2.11 Profit on each Shortie$2.11 x 25.54oz (in each 750) = $53.88 profit on each bottle ($43.67 w/o deal)

BOMB FEATURE

$5.00 Bacardi O Bomb Feature (1.5oz)Buy 6 get 2 n/c Deal Bottle Cost : $12.65 (.37 oz)1.5 oz Bacardi (.55) + ½ Can Energy Drink (1.49) = $2.04 Cost Per Bomb$5.00 - $2.04 = $2.96 Profit per Bomb ($2.76 Profit without Bacardi Deal)

SHOW ME THE MONEY!

+PROFITABILITY

BEER + SHOT FEATURE

$5.00 12oz Tecate Can + Shot of El Jimador Blanco (1.5oz) FeatureBuy 12 get 4 n/c Deal Bottle Cost : $15.22 (.45oz)1.5 oz shot of El Jimador = .66 + 1 12oz Tecate Can at .83/unit = $1.49 Cost per special

$5.00 - $1.49 (Cost) = $3.51 Profit Per Beer + Shot Combo($3.23 Profit per combo without deal)

SHOW ME THE MONEY!

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THANK YOU!