distribution training

Selling Blackeye 101 Prepared for: Distribution Sales Teams Prepared by: Zach "Howie" Howland, Brand Development and Sales August 26, 2015 Proposal number: 1.0

BLACKEYE // A USER'S GUIDE: SELLING POINTS, FAQ'S, FOLLOW-UP

SELLING POINTS Objective Your objective is to help each account enhance the customer experience producing more profit for your account. Getting Blackeye products into accounts can be highly lucrative for everyone involved.

The Pitch

1) Opener Blackeye Cold-Brew Coffee is an NA beverage proven to be highly lucrative for bar/restaurants. Blackeye specializes in cold-brew coffee, putting it in kegs, and getting the experience on-tap in the face of customers.

2) There are "3-Entry" Points 1) Blackeye is amazing "As-Is" ... It was created to be sweet and nutty like your grandma, offering customers

a coffee experience they may not have had before.

2) Blackeye is brewed to partner with all sorts of cocktails ... It's unique flavor profile offers customers more options to choose from in a cocktail menu.

3) Blackeye is brewed to partner with a variety beers: stouts, porters, rich lagers, and black ales ... The opportunity to create "Beer-Cocktails" creates an exciting option from rookies-to-professional beer lovers.

3) There are "4-Trends" 1) Customers are buying another drink from your tap-lines after they are done drinking alcohol.

2) Customers are buying more alcohol after drinking Blackeye because they took a break from drinking alcohol.

3) Customers who would otherwise not purchase a premium beverage, will now purchase one because this NA option is on-tap.

4) There is an increase in average ticket cost versus hot coffee - people will prefer Blackeye to hot coffee

3) Closing This product has both huge upsides and potential for everybody involved. It is a simple solution to creating more turnover and excitement around your bar/restaurant offerings.


FAQ'S What is cold-brew coffee? Cold-brew coffee is distinctly different that traditional hot-brewed coffee. The beans are ground coarsely and steeped in cold water for a span of 12-24 hours. The flavor and nutrient profile is extracted into the water, rather than cooked into the water. Because of this, the coffee has 2-times the nutrients (antioxidants and caffeine) compared to traditional coffee.

Does it have alcohol? No. No. No. This is straight non-alcoholic. Only cold-brew coffee.

Will it ruin my tap-lines? No. No. No. Traditional hot-brewed coffee re-cooks the grounds and dumps all of the acids-and-oils into the coffee liquid. This makes coffee extremely acidic. But because Blackeye uses a cold-steeping process, the coffee is created through extraction, leaving the acids and oils behind. Blackeye Coffee is the same PH level as water. It will not ruin tap-lines. In fact, it is easier on a tap-line than beer.

How often should I clean my tap-lines? Quarterly is the minimum requirement. Most bars/restaurants clean their Blackeye line as often as they clean their beer lines ... every 2-4 weeks.

Do I need a special Nitro-Faucet? YES. You must use a stout beer faucet. You should use the smallest restricter plate possible. The picture depicts a Guinness Faucet on the right (30g), notice the holes are too large. The Faucet on the left is correct.

What type of gas do I push it with? Push it with PURE NITROGEN, not a mixture. It is best with FOOD GRADE pure nitrogen.

What should my PSI be set at? Your PSI absolutely MUST be set at 40 PSI for this product. This is different than traditional Nitro-Faucet settings.

What are the temperature requirements and quality standards? Blackeye must be stored at 36-41 degrees at all times! The finest quality of Blackeye served is found at bars/restaurants that keep our product consistently in this temp gradient

Can you help me with creating a Blackeye cocktail menu? Blackeye has ready-to-go cocktail menus for you and the ability to train your bartenders. These menus are easily transferable to any custom table-topper or menu display that you choose. Just contact us!


What does Nitro do to the Coffee? When the nitrogen gas is injected into the cold-brew it reconstitutes the coffee into a sweeter and nuttier flavor. The resulting product has a cascading effect like a stout-beer-nitro-pour and a thicker feel on the tongue compared to traditional coffee. It generally takes away some of the blueberry notes and gives the consumer a very smooth flavor across the tongue.

What is the best-seller? Getting Blackeye-Nitro on-tap is the best-seller across the board. It's uniqueness serves all "3-entry-points."

Why would I put Blackeye on-tap over a Beer? Bars, if marketing properly, will have more turn-over with Blackeye than a beer line. A beer has one-sell point ... it's a beer. But Blackeye can be served all day long ... "As-Is", in both NA and alcoholic cocktails, and "Beer-Bumps". It's diversity creates more opportunity, more opportunity creates more volume, and more volume creates more profit.

How much does it cost? Pricing for Kegs:

1) Blackeye Signature Cold-Brew = $95 for a 1/6 barrel (.14c/oz)

2) Blackeye Nitro Cold-Brew = $80 for a 1/6 barrel (.17c/oz)\

Pricing for bottles: Bottles are 12oz and come in 12-packs for $30

How much do I sell it for? Kegged Varieties: We recommend a 10oz pour for $5-7.50 ... We are priced like a premium IPA or Double IPA

Bottled Product: We recommend selling for $3.99-5.00

What type of glass do I sell it in? Blackeye recommends a goblet glass, in fact, Blackeye has branded goblet glasses! However, if you do not want these, you can utilize 16oz pint glasses with 6oz of ice in the bottom.

What can I do to increase my margin? Consistency is the key. Because of Blackeye's diversity, we strategically recommend pricing Blackeye by the ounce. So if Blackeye is sold at $5 for a 10oz pour ... this equals .50 cents/oz. When pouring cocktails utilize this same figure in your cocktail pricing.

What is the caffeine content? A 10oz-12oz pour of Blackeye can range between 300-320mg of caffeine. But it's ALL-NATURAL!


BLACKEYE FOLLOW-UP: MAIN POINTS

What is cold-brew coffee? Cold-brew coffee is distinctly different that traditional hot-brewed coffee. The beans are ground coarsely and steeped in cold water for a span of 12-24 hours. The flavor and nutrient profile is extracted into the water, rather than cooked into the water. Because of this, the coffee has 2-times the nutrients (antioxidants and caffeine) compared to traditional coffee.

Does it have alcohol? No. No. No. This is straight non-alcoholic. Only cold-brew coffee.

Will it ruin my tap-lines? No. No. No. Traditional hot-brewed coffee re-cooks the grounds and dumps all of the acids-and-oils into the coffee liquid. This makes coffee extremely acidic. But because Blackeye uses a cold-steeping process, the coffee is created through extraction, leaving the acids and oils behind. Blackeye Coffee is the same PH level as water. It will not ruin tap-lines. In fact, it is easier on a tap-line than beer.

2) There are "3-Entry" Points 1) Blackeye is amazing "As-Is" ... It was created to be sweet and nutty like your grandma, offering customers

a coffee experience they may not have had before.

2) Blackeye is brewed to partner with all sorts of cocktails ... It's unique flavor profile offers customers more options to choose from in a cocktail menu.

3) Blackeye is brewed to partner with a variety beers: stouts, porters, rich lagers, and amber ales ... The opportunity to create "Beer-Cocktails" creates an exciting option from rookies-to-professional beer lovers.

Why would I put Blackeye on-tap over a Beer? If marketing properly, Blackeye will have more turn-over than a beer line. A beer has one-sell point ... it's a beer. But Blackeye can be served all day long ... "As-Is", in both NA and alcoholic cocktails, and "Beer-Bumps". It's diversity creates more opportunity, more opportunity creates more volume, and more volume creates more profit.

How much does it cost? Pricing for Kegs:

1) Blackeye Signature Cold-Brew = $95 for a 1/6 barrel (.14c/oz)

2) Blackeye Nitro Cold-Brew = $80 for a 1/6 barrel (.17c/oz)\

Pricing for bottles: Bottles are 12oz and come in 12-packs for $30


BLACKEYE COCKTAILS: "THE HOW-TO"

Non-Alcoholic

"The Variable"

ice. your favorite simple syrup. Blackeye cold-brew. top with cream or milk. // serve in favorite glass.

"De Niro"

nitro cold-brew. chocolate milk. amaretto simple syrup // serve in tulip glass.

"Nitro Tonic"

ice. tonic water. juniper berry & lemon simple syrup. Bittercube bolivar bitters. topped with nitro cold-brew. garnish with spearmint.

"White Lightening"

vanilla simple syrup. nitro cold-brew. dash of cream // serve in tulip glass.

Alcohol Based "Cocktail #1"

1 oz of brandy. 1/2 oz of Benedictine. 1/2 oz amaretto. 1/2 oz Irish Mist. and 2 1/2 oz of Blackeye cold-brew. // Built in a mixing glass and stirred // Strained into cocktail glass // topped with whipped cream.

"Cocktail #2"

spiced rum w/ amaretto. cream. salted butter. Blackeye cold-brew. sweetened with honey. infused with orange and grapefruit peels. // Serve in tiki glass or pint glass // over ice.

"Cocktail #3"

1 oz of Rye Whiskey. 1 oz of Blackeye cold-brew. 1 oz of Dolin Blane Vermouth. 1/4 oz of Luxardo Maraschino Liqueur. dash of Bittercube Bolivar bitters. // Stir // Serve in cocktail glass // garnish with thyme sprig and lemon zest.

"Crafted Beer Cocktail"

desired simple syrup. 3-5 oz of Blackeye cold-brew. ABA. Porter. Stout. Black Ale. // Serve in pint glass // top with cream // flip with spoon // watch it bleed.

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