OUR WORLD. OUR PRIDE.

SCOTCHES

SIGNATURE SERVES

ORIGIN

Founded in 1846 John Dewar & Sons grew from a small wine and spirits merchant shop in

Perth, Scotland, to become a global brand, aided by his visionary sons,

John Alexander and Tommy Dewar.Aberfeldy is home to Dewar's since 1896.

COMPETITION BRANDS

White Label: Johnnie Walker Red Label and Ballantines.

•Premium: Johnnie Walker Black

Label and Chivas 12+.

TARGET CONSUMER

Modern man of substance.A first wave (26-34 year old) millennial.

Curious & experience seeker.

White Label: Dewar’s Highball

Dewar’s White Label + Soda.•

Dewar’s 12:Highball & Dramble.

•Dewar’s 15:

Highball & Old Fashioned.•

Dewar’s 18:Neat, on the rocks.

LIQUID

Dewar’s White:Rich honeyed taste with a rounded flavour and a smooth satisfying finish.

Dewar’s 12: A rich honeyed taste, with notes of juicy sultanas, citrus & vanilla leading to a well rounded, smooth finish.

Dewar’s 15:Golden honey, notes of warm toffee & rich fruit, with delicate floral aromas & a long, smooth warming finish.

Dewar’s 18:A creamy, full & well rounded blend. Honeyed in taste with a hint of marzipan & a silky finish.

USP

Double aged for extra smoothness.

•The world’s most awarded

blended scotch whisky.•

‘The’ single malt from Aberfeldy is at

the heart of everyDewar’s bottle.

TARGET CONSUMER

Passionate influencers who are extremely knowledgeable about what they drink.

COMPETITION BRANDS

Glenfiddich.

LIQUID

A honeyed dram with notes of spices,vanilla, and a hint of smoke.

SIGNATURE SERVES

Neat, in a nosing glass.Cocktail – The Golden Dram.

ORIGIN

Founded in 1898 by Tommy & John Alexander Dewar,

Aberfeldy distillery was set up to create a signature malt to

be the heart of the award winning Dewar’s blend.

USP

A whisky known as the ‘GOLDEN DRAM’ – The Aberfeldy

distillery’s water source is the famous Pitile burn - a river renowned for its water quality and famed for its rich

deposits of gold.•

A longer fermentation of 70 hours creates a smooth, complex and fruity

whisky with honeyed sweetness.

USP

The distillery's award winning, fruity single malt

GLEN DEVERON lies at the very heart of the WILLIAM

LAWSON'S blend.•

A ‘No rules, Great Scotch' for individuals who know

what they want and aren't afraid to challenge the

status quo.•

No.1 entry scotch globally.•

Highlander attitude.

COMPETITION BRANDS

VAT 69, Black & White and 100 Pipers in select markets.

NO RULESGREATSCOTCHORIGIN

Established in 1849,the name WILLIAM LAWSON'S has long been admired in the

whisky world. Its spiritual home is the Macduff distillery in the

northern Highlandsof Scotland.

SIGNATURE SERVES

Suggested Cola, but drink how you want... No rules.

LIQUID

Big bold & fruitywith sharp cereal

notes and a hint of green apple & butter toffee.

TARGET CONSUMER

LDA – 29, Male, bold, humorous,

challenges convention.

RTDs

LIVELIFE INCOLOUR

USP

Available in fun, bold and colourful flavours that exude the brand’s energy and passion.

•Ideal for casual fun hangouts, chilling with friends and colleagues after work and at bars with happy hours.

ORIGIN

A bold and fun alcopop, infused with exotic fruit

flavours. Breezer has been a game changer by creating

the RTD category.

COMPETITION BRANDS

Smirnoff Ice, Brutal Fruit and other RTDs.

TARGET CONSUMER

LDA to LDA+4 millennials - upbeat, embrace spontaneity and live to

socialise with friends.

LIQUID

Refreshing fruit based flavours.

PREMIUM WHITE SPIRITS

USP

WORLD’S BEST TASTING VODKA.

FINEST FRENCH INGREDIENTSSingle-origin soft winter wheat from Picardie and natural

spring water from Gensac-la-Pallue.

100% TRACEABLE FROM FIELD TO BOTTLEEvery step of our process is designed to express the

extraordinary character of our wheat.

NATURALLY RICH AND FULL-BODIED TASTEGrey Goose has a luxuriously smooth mouthfeel, whether

sipped on the rocks or in a M artini cocktail.

COMPETITION BRANDS

Belvedere, Beluga and Ciroc.

TARGET CONSUMER

HENRYs - High Earners Not Rich Yet.

LIQUID

Fresh & bright throughout, sweet & creamy with a richness of almond, ending with a long,

satisfying finish.

ORIGIN

Brought to life in France by two visionaries - Sidney Frank (Founder)

and Francois Thibault (Maître de Chai or cellar master) - Grey Goose

was created with a single aim to create a spirit that would transcend

vodka.

SIGNATURE SERVES

Grey Goose Le Grand Fizz.•

Grey Goose Espresso Martini.•

Grey Goose Dry Martini.

USP

Blended with a few drops of Cognac, made with Ugni

Blanc grapes from the Grande Champagne region.

•Made using single-origin

French wheat from Picardy and natural spring water from Gensac-la-Pallue.

•Exclusive edition, only found

in select locations around the world .

SIGNATURE SERVES

On the rocks inCognac glass.

ORIGIN

A collision of traditional craftmanship and innovation, Grey Goose VX combines the skills and

vision of the Grey Goose Maître de chai françois thibault to create a

spirit unlike any other.

TARGET CONSUMER

Uber rich and ultra-modern social influencers.

LIQUID

Subtly balanced with notes of orchard fruits and wild

honey, harmonious and rich, yet delicate – leading to a

long, lingering finish.

TASTEEXCEPTIONELLE

COMPETITION BRANDS

Other luxury vodka brands.

SIGNATURE SERVES

The ultimate Gin and Tonic.

ORIGIN

The secret recipe for making Bombay Sapphire dates back to

1761 and is now produced in Laverstoke Mills, Hampshire,

England. It has been refined and perfected since, to produce a distinctly different spirit, that is

undoubtedly the world’s finest gin.

COMPETITION BRANDS

Beefeater, Tanquaray and crafted gin.

LIQUID

A lively fresh Juniper flavour, with delicate floral notes, a peppery warmth & exotic

spiciness, leading to a remarkably smooth finish.

TARGET CONSUMER

SEC A, Male & Female, curious consumers with an optimistic

outlook towards life. Risk takers.

USP

INGREDIENTS: SUSTAINABLY SOURCED BOTANICALS

Our Master of Botanicals works hand in hand with independent farmers to cultivate our

ten botanicals.

PROCESS: DELICATELY DISTILLED

We designed our gentle vapour infusion process to express the natural character of

each ingredient.•

TASTE: A BRIGHT, HARMONIOUS TASTE

Bombay Sapphire is an intricatebalance of complex tastes

with versatile flavourpossibilities.

SIGNATURE SERVES

Star & Tonic.

ORIGIN

The secret recipe for making Bombay Sapphire dates back to 1761 and is now

produced in Laverstoke Mills, Hampshire, England. It has been refined and perfected

since, with two additional botanicals and slow distilled in small batches to make what

is undoubtedly a super premium gin.

COMPETITION BRANDS

Hendricks, Tanqueray 10and boutique- crafted gins.

TARGET CONSUMER

SEC A, Male & Female, curious

consumers with an optimistic outlook towards life. Risk

takers.

LIQUID

The spices, Bergamot and Ambrette Seeds offer an exotic twist around the core

Juniper. The finish is both long and richly aromatic.

SLOWLYDISTILLED.SUBLIMELYBEAUTIFUL.

USP

Adding a rich new dimension to the original recipe - Ambrette Seeds, solely sourced

from Ecuador and gently dried Bergamot orange peel, hand-picked in Calabria.

•To maintain the integrity of 12 carefully

sourced botanicals, the vapour infusion process is slowed down to distill them for

longer. This ensures rich aromas and deeper flavours.

MARTINI

PERFECT FOREVERY CELEBRATION The Martini Company has been

passionate about making the greatest quality Italian wines for more than 150 years.

The first Spumante wines were made in Piedmont. The steep hillsides near the town of Asti became the centre of production, and this remains the home of Martini.

LIQUID

No. 1 global Italian sparkling winebrand sold in over 100 countries.That’s enough sparkling wine to fill anOlympic swimming pool over 10 times.

At Martini, we’ve been sharing the finest Italian spumante with the world since 1863.

Perfect served chilled or over ice.

Other sparkling wines, Moet and Chandon and Verve.

Second wave millenials, male + female,25 - 34 years.

Martini AstiSweet, smooth and intense. Bouquetof pears and pineapple.

Martini ProseccoDry and fruity with white fruits andtangerine. Instantly pleasant.

Martini RoseSmooth and semi-sweet with fresh fruitand orange rind.

Martini BrutDry with a good and vibrant character.Green apples in the finish.

ORIGIN USP

TARGET CONSUMER

SIGNATURE SERVES

COMPETITION BRANDS

Martini and TonicClassic Italian Aperitivos:Martini NegroniMartini AmericanoMartini Negroni Spagliato.

Aperol Campari

Second wave millenials, male + female,25 - 34 years.

ORIGIN USP

TARGET CONSUMER

SIGNATURE SERVES

COMPETITION BRANDS

Martini was born in 1863 and for more than 150 years has been at the heart of the aperitif moment.

LIQUID

Martini Extra DryDelicate scent of raspberry and lemon over a base of licorice with touches of wood.

Martini BiancoA combination of herbs and sweet and floral spices for a smoother, lighter and more delicate style.

Martini RossoItalian herb of sagebrush, savory and origanum dictamnus, balanced with exotic woods.

Martini RosatoCombines deep notes of cloves, cinnamon and nutmeg with lighter flavorings such as raspberry and lemon.

What makes Martini unique is its elaboration process, considered still today an art; the selection by hand of more than 40 botanicals included in the recipe and its origin, the Italian piamonte, homeland of the Vermouth.

BACARDI

Established in Santiago de Cuba in 1862 by Don Facundo Bacardi Massó. He pioneered a new way of making rum that would set the standards for future rum production.

CARTA BLANCA Distinctive dry vanilla and mild almond notes which are developed in white oak barrels and shaped through a secret blend of charcoal for a distinctive smoothness.

CARTA OROFeatures rich vanilla, buttery caramel, toasted almond and sweet banana notes with the warm zest of orange peel and a light tasting, oaky �nish.

CARTA NEGRAEmbodies sweet, tropical fruit, buttery caramel and vanilla notes give way to a smoky liquorice and molasses �nish.

CARTA BLANCAMojito, Daiquiri

CARTA OROCuba Libre

CARTA NEGRATormenta Negra, Jungle Bird

LDA - 24 year olds.

Multicultural.

Still �guring out who they are

in life. They view all spirits as

the same.

CARTA BLANCA Smirnoff Vodka

CARTA OROHavana Club

CARTA NEGRACaptain Morgan , Sailor Jerry

ORIGIN

SIGNATURESERVES

LIQUID

• World’s most awarded rum.

• Provides the perfect base for mixing & making great tasting cocktails.

• The use of a single strain of yeast.

• Charcoal �ltration to shape the rum’s �avour pro�le.

USP

TARGETCONSUMER

COMPETITIONBRANDS

USP

Bacardi flavours are extracted naturally from

various citrus fruits including lemon, lime and grapefruit, to create delicious flavours.

COMPETITION BRANDS

Smirnoff, Smirnoff flavours, Absolut flavours and

Sky Vodka.

TARGET CONSUMER

LDA-25 – LDA +4, experimental first job seeker,

ready to take on life.

ORIGIN

Established in Santiago de Cuba in

1862 by Don Facundo Bacardi Massó. He

pioneered a new way of making rum that

would set the standards for future

rum production.

SIGNATURE SERVES

Flavoured Mojito.Simple mix with soda.

Lemonade.

LIQUID

Bacardi flavours are a combination of Bacardi Rum,

expertly blended by Maestro de Ron Bacardi and infused with the natural flavours of various fruits.

BACARDÍ PREMIUM

ORIGIN

Company founded in Santiago de Cuba in 1862 by Don Facundo Bacardi Massó, company still family owned through 8 generations.

LIQUID

BACARDI AÑEJO CUATRO {4}Notes of mild vanilla, toasted oak, clove and honey golden apricot hue. Aged in American white oak barrels and �ltered through charcoal for a smooth �nish.

BACARDI RESERVA OCHO {8}Notes of dried stone fruits, nutmeg, butterscotch, and toasted oak.

BACARDI GRAN RESERVA DIEZ {10}Notes of bananas, tropical melon, and pear balanced with caramelized vanilla and smoky oak.

SIGNATURE SERVES

BACARDI AÑEJO CUATRO {4}El Presidente.

BACARDI RESERVA OCHO {8}Neat or on the rocks.Ocho old fashioned.

BACARDI GRAN RESERVADIEZ {10}Neat or on the rocks.

TARGET CONSUMER

LDA 26-34 premium dark spirits drinkers, in the prime of life. Con�dent and competitive. First to try things, shares expertise. Loves to celebrate, reaches for the top shelf. Primarily whisky and bourbon drinkers.

USP

BACARDI AÑEJO CUATRO {4}Perfect for creating elevated cocktails and celebrating everyday moments with friends.

BACARDI RESERVA OCHO {8}Aged in American white oak barrels and �ltered through charcoal for a smooths �nish. The age statement denotes the youngest rum in the blend.

BACARDI GRAN RESERVA DIEZ {10}Aged in American white oak barrels and �ltered only before aging through charcoal for a smooth �nish. The age statement denotes the youngest rum in the blend.

COMPETITION BRANDS

BACARDI AÑEJO CUATRO {4}Whiskey, Bourbon drinkers.

BACARDI RESERVA OCHO {8}Cognac drinkers with a true 8yr aged rum ideal for sipping and mixing.

BACARDI GRAN RESERVADIEZ {10}Single malt premium scotch and whiskey drinkers.

PATRÓN

ORIGIN

In 1989 The Patrón Spirits Company was founded with a singular mission: to produce the world’s finest ultra premium tequila. Since day one, Patrón Tequila has always started with 100% pure Weber Blue Agave that is harvested, roasted, crushed, distilled and bottled in the hills of Jalisco, Mexico.

LIQUID

PATRÓN SILVERThe perfect white spiritmade from the finestWeber Blue Agave.

PATRÓN REPOSADOAged at least two monthsfor a smooth taste withhints of oak.

PATRÓN AÑEJOOak aged for over 12months produces a tequila perfect for sipping.

PATRÓN XO CAFEPatrón XO Cafe a delicious low-proof liqueur made with Patrón Silver Tequila and the pure, natural essence of fine co�ee.

TARGET CONSUMER

BROS: Looking to have a good time and want the best when they go out. They like Patrón for the image and badge value.

KNOWS: Beginning to Appreciate craftsmanship and want to appear knowledgeable. They’re intrigued by the story beneath the swagger.

USP

The world´s finest ultra premium tequila made with 100% Weber Blue Agave. Handmade in small batches to be smooth, sweet and easily mixable.

COMPETITION BRANDS

Don Julio, 1800 Tequila, Avion Tequila, Casamigos Tequila

Patrón XO CafeKahlua and Tia Maria.

SIGNATURE SERVES

Patrón tequila is the perfect spirit to elevate any drink and ocassion.From a Perfect Margarita with Silver or Reposado, through to Simple Serves such as a Paloma (Silver & Grapefruit soda).Classic twists such as a Patrón & Tonic or an Añejo Old fashioned, straight over ice or a shot.

Patrón XO Cafe best enjoyed as a chilled shot or in a Espresso Martini.