npk rhum presentation 2014 english small

INFORMATION

NEWS THE BRAND SPIRIT

SUNAIRSEA Distribution Ltd. © COPYRIGHT 2014. All Rights Reserved.www.npkrhum.com

SUNAIRSEA Distribution Ltd will launch NPKRhum early 2013. It is a new rum-based product in the spirit category that revisits the taste and packaging of rum while respecting the traditional pro-duction process.


SOMETHING ABOUT USTREND MEETS TRADITION

Pour plus d’informations, visitez notre site web :

www.npkrhum.com

NPK Rhum is a fusion of the island’s most valuable resources, sugarcane from Saint Aubin and a range of natural �avours. NPK Rhum is developed with extreme care from triple distilled pure sugar cane and distilled water ( rum agricole) and targets a young discerning consumer demanding an innovative product.

Given that the marketing of rum is clearly characterised by a certain classicism, SUNAIRSEA Distribution Ltd created a range of rum, blending modernity and tradition. The brand NPK Rhum consists of 7 references, o�ering a range of light rum containing 40% alcohol by volume. NPK Rhum has endeavoured not to change the rum but to revisit it, with a view to updating a product that had become somewhat too classic.


Situated amongst the undulating slopes of the South of Mauritius, the Plantation of Saint Aubin has been culti-vating sugar cane since 1819. It is named after one of its �rst owners , Pierre de Saint Aubin. Driven by the quest for uncompromised quality, the plantation of Saint Aubin has brilliantly managed to achieve the challenge of reconciling innovation, tradition, human resources and preservation of the environment.

It should be noted that this distillary created and produced the very �rst Mauritian rum agricole from pure sugar cane juice.

A unique terrainOptimum rainfall and abundant sunshine provides the sugar plantation with a special microclimate. The choice of variety of sugar cane, the perfect exposure of the �elds and the volcanic nature of the ground combine beautifully to provide the perfect growing conditions for sugar cane, cultivated with passion of which we are very proud. Rooted in a philosophy respectful of the environment, we advocate and apply best environmental cultivation practices. Through the combination of our savoir faire, passion and creativity, we o�er authentic and inspired rum agricole, exclusively from our terrain.


PRODUCT & MANUFACTURE

NPK aims to modernise rum consumption by o�ering a quality product, presented in modern and trendy packaging. The Rum is produced by Compagnie Saint Aubin, a company located in the south of Mauritius that has been engaged in sugar cane cultivation since 1819. Bolstered by this tradition, we’ve created a range of products with high quality standards. We have developed three major product ranges : white rum, gold rum and �avoured white rums. All these products are manufactured with a maximum alcohol content of 40 ABV. The rums have a very pure taste similar to products like BACARDI or HAVANA. All added �avours are 100% natural and the sugar content does not exceed 50 g/litre. The water used for the blending of rum is controlled puri�ed water. All of our products have been created by a renowned oenologist, specialised in rum blending.


CHARACTERISTICS

PREMIUM RUM AGRICOLE PURE SUGAR CANE

100% MADE IN MAURITIUS

NO ARTIFICIAL COLORANTS

NO ADDED SUGAR

NO PRESERVATIVES

NO ADDITIVES

CERTIFIED NATURAL AROMAS

Ü BLENDED WITH CONTROLLED DEMINERALISED WATER

ALUMINIUM BOTTLE« FOOD GRADE » CERTIFIED VERITAS AND SGS


A LARGE TARGET

Among regular consumers of alcoholic beverages, the places and situations of consumption that are most popular are at get-togethers (81% at a friend’s place, 76% in a café, bar or pub, 75% at home with friends, 73% during an outing or outdoor party, 60% in a restaurant, 45% in a night club and 38% in the street or in a public park).

SHOTS COCKTAILS SPIRIT


NPK RhumSpirit Drink of Mauritian Rum

HIBISCUS ROYAL

HIBISCUS ROYAL is a light premium white rum with 40% alcohol by volume, �avored with hibiscus �ower.

This �avored rum brings a new twist in the world of rum.

Relaxed and �neness it can easily be processed in shooters or long drink.

It can also be used as a basis for your favorite cocktail and will surprise you with its exotic charac-ter.



MELON

MELON is a light white rum containing 40% alcohol by volume and �avoured with melon.

You’ll feel like you’re on holidays lazing about in the sunshine with this �avoured rum.

Refreshing, light and �avoured, it can be fully enjoyed in « shots ».

It may also be served as the basic ingredient for your favourite cocktail. You will be surprised by its tonic nature.



GOLD ESSENTIAL

GOLD ESSENTIAL is a light gold rum containing 40% alcohol by volume.

With explosions of exotic scents, this gold rum will transport you to the old Spice trade route.

Intense, powerful and generous, it will bring a new dimension to your favourite cocktails.

It can also be enjoyed in a “shot” and will then o�er an exceptional smoothness for unrivalled pleas-ure.



STRAWBERRY

STRAWBERRY is a light white rum containing 40% alcohol by volume and �avoured with strawberry.

This �avoured rum is an explosion of scents that revives memories from days gone by.

Smooth, sweet and generous, it can be fully enjoyed in « shots ».

It can also be served as the basic ingredient for your favourite cocktail. You will be surprised by the host of recipes it o�ers you.



PINEAPPLE

ANANAS is a light premium white rum with 40% alcohol by volume, �avored with Victoria’s Pineap-ple.

This �avored rum brings a sensation of freshness and holidays.

Delicate, with a round taste, it can easily be processed in shooters or long drink.It can also be used as a basis for your favorite cocktail and will surprise you with its unique character.



APPLE - GINGER

APPLE-GINGER is a light white rum containing 40% alcohol by volume and �avoured with apple and ginger.

This �avoured rum will accompany you through-out the party for your greatest delight.

Modern, tonic and voluptuous, it can be fully enjoyed in « shots ».

It may also be served as the basic ingredient for your favourite cocktail and you’ll be surprised by its character and its boldness.


EASY MIX

S P I R I T D R I N K O FMAU R I T I A N R U M

HIBISCUS ROYAL70cl 40% vol


MELON

70cl 40% vol

GOLD ESSENTIAL

70cl 40% vol


STRAWBERRY

70cl 40% vol


PINEAPPLE70cl 40% vol


APPLE - GINGER

70cl 40% vol

RAPID MIX FOR CLUBBING

Cola

Tonic

Water Soda

Fruit Juice

Energy Dr ink

Spark l ing Water

Ginger Ale


THE MARKETFollowing earlier trends, the rum market recorded an increase in sales volumes: 2.4% in 2010 and 3.3% in 2011.

White rum sales represented more than 70% of the volume of rum in 2010, and increased by 4.4% in 2010 and 4.2% in 2011. White rum enjoys the popularity of white spirits in general.

Rum and vodka are bene�ting from the decline in tequilas.

Dark rums have a more traditional position than white rums and consumption depends on the region. Rum with 55% alcohol is preferred across the Atlantic, especially by older consumers, while rum with 40% alcohol is consumed by young people who tend to prefer long mixer drinks.

What is the global production of rum?

Global consumption of rum is 17 litres per second, that equals 536 000 tons of rum, consumed each year in the world.


WHO’S STATISTICSThe World Health Organization published a report on global alcohol consumption. The study reveals Moldovans are the biggest drinkers with an annual alcohol consumption of 19.2 litres per capita. France is around 13.7 litres. The consumption rate of France in 2005 was close to that of United Kingdom, Eastern Europe and Russia. According to statistical records, while global consumption is equivalent to 6.13 litres of pure alcohol per person aged over 15 years, an average of 13.7 litres of alcohol per year is consumed in France. The latter ranks ahead of Poland (13.3 l) or the UK (13.4 l) and is close to the 15.7 litres of Russia. But the world’s leader is Moldova, with no less than 19.2 litres per capita per year. In Europe, drinkers are therefore numerous, much more than on the American continent where the consumption does not exceed 10 litres. Unsurprisingly, Asia and Africa are much more moderate. For instance, countries of Central Africa, India and Mongolia consume less than 5 litres per capita annually. The most reasonable consumers are in the Maghreb, West Africa, the Middle East and South East Asia with a consumption of less than 2.5 litres per person per year. Non drinkers are rare in richer countries and in countries with high consumption but are numerous in North Africa and South Asia. On the other hand, people who drink in these regions consume large quantities. Who drinks what? While beer is very popular on the American continent, in the United-Kingdom and Australia, France, Italy and Argentina they prefer wine. In Russia and Asia, however, spirits clearly call the shots.


A GLOBALISED MARKET a) Qualitative upgrading. The term « spirit » de�nes all alcoholic beverages containing more than 15% alcohol by volume. The spirits market is doing well and customers buy more and more premium brands. Traditionally, Scotch whiskeys and cognac were and still are the most important premium. The qualitative upgrading concerns many countries (2007) : if 38% of international spirits sold in the United States are classi�ed as premium, this proportion is 48% in Western Europe, 43% in Eastern Europe and 62% in Asia. Consumers pay more because they can a�ord it. The number of a�uent people is growing in both Europe and the United States and several millions of Chinese have now become a target audience. These consumers, who are prima-rily motivated by the need for status and recognition, gradually move from a statutory consumption (that consists in buying the best product because it is more expensive) to a statutory vision (that consists in buying the most expensive product because it is of better quality). Today, the strategy of qualitative upgrading of spirits produced by the major companies is no longer enough. More marketing innovations must be introduced to attract and retain consumers’ loyalty. As a result, innovation in the packaging and creativity of brands becomes essential.

b) The international market. The increase in global sales of spirits should be mainly driven by Asia (4.8% expected growth) and by rum consumption that is expected to increase by 14% over the period under review (2010-2014). Europe is the second largest market. However, growth is disparate between Western Europe (0.5% decrease per year) and Eastern Europe (1.5% increase). Vodka con�rms its leadership with 488 million cases sold in 2010 while whisky sales are the most lucrative with nearly 70 billion dollars in revenue. “Local” spirits (including alcoholic bever-ages made from rice) represent over 60% of global consumption of spirits, but they are on the decline against alco-holic drinks sold by the major international market stakeholders.


PRODUCT POSITIONINGSUNAIRSEA Distribution is focused on the components and the origins of NPK Rhum. We are therefore positioning NPK Rhum by emphasising it’s authenticity as being a 100% Mauritian product exclusively made up of local ingredi-ents. This positioning directly re�ects the major competitive edge of NPK. The case data shows that the origin of rum is one of the core values that motivates the consumers when choosing a brand. The Chief Executive O�cer of Bacardi himself admits that « our recent market researches have shown that a brand’s authenticity and heritage are increas-ingly important for consumers when they choose their brand. » This positioning enables our group to lean on the fashion phenomenon of Mauritius as a tourist destination. What’s more, the consumer relates to the analogy between an island and its rum. As Mauritius is a trendy destination, we are also targeting the « Getaway » segment made up of fairly young consum-ers who are attracted by the « trendy » origin of the product, who will choose in particular the white rum as a « mixer » in their cocktails.


THE BRAND

The International brand « NPK RHUM » represents the three universal chemical symbols:

N for NITROGEN

P for PHOSPHORUS

K for POTASSIUM

These three symbols represent the three main nutrients plants need during their development.

The colour scheme of the logo (black, grey and white) has the necessary simplicity and modernity for niche market-ing. It is easily recognizable and enhances the visual appearance of the containers that display dynamic and trendy metallic colours.


NPK PACKAGING

Targeting highlights a young and festive population between 18-35 years old. It was therefore essential to distinguish ourselves from the usual glass bottles sold by other rum brands.

NPK chose 700 ml capacity aluminium bottles with a modern, young and trendy look, lightweight, corrosion resistant and covered inside with an epoxy varnish (EEC standard).

The shelf life of the product is superior to conventional packaging. Resistant and shockproof, this bottle has the advantage of being 100% recyclable, ensuring respect for the environment and nature.

HIGH MECHANICAL PERFORMANCES

- Impact and abrasion resistance.- Lightweight. - Easy treatment and compacting

COMPLETE CHEMICAL NEUTRALITY

- Preservation of �avours and scents.- Stability of active ingredients.- Perfect barrier to gases and liquids outside.

COMPLETE RECYCLABILITY

- Easy compacting and transport.- High economic value of wastes. - Only 5 % of the initial energy required for complete recycling- Mechanical and chemical properties completely preserved after recycling


THE PROMO GIFTS


COMMUNICATION & ADVERTISINGCommunication is a prerequisite to developing and getting the brand NPK known. With this aim in mind, we have developed and designed a communication strategy . 1) Creation of a website dedicated to the brand - compatible with Smartphones and Tablets2) Management of social networks (Facebook,Twitter...)3) Publication of presentation �les for distributors4) Organisation of events (nightclubs – private evenings– lounge bars)5) Distribution of « promo gifts » when organising or participating at events 6) Giveaways for clients who frequent nightspots.7) Radio and TV adverts in countries that authorise this type of advertising8) Release of advertorials in the press in collaboration with our press agent9) Implementation of a policy of "responsible" alcohol consumption10) Organisation of competitions11) Animations on a point-to-point basis in supermarkets12) Client service o�ered to customers13) Mail and SMS sent to subscribers to notify them of new products, cocktails recipes, etc.14) Sponsorship of sports events


INTERNATIONAL MEDALS


CONTACT USNPK & YOU

We would like to thank you for your interest in NPK Rhum and look forward to future collaboration with you as we travel along this new and exciting path.

SUNAIRSEA Distribution remains at your entire disposal for further information. Please do not hesitate to contact us at head o�ce

www.npkrhum.com facebook.com/npkrhum

Address: 77 Plantation Marguery, Rivière Noire, MauritiusPhone:+230 59 41 37 01Email: [email protected]


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NPK RHUM IMAGESNPK RHUM PARTY

npk rhum presentation 2014 english small

Documents

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range of light rum

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