Cordial Strategies Tactics Objective Maintain Arrow and Paramount

Cordial Strategies & Tactics • Objective: Maintain Arrow and Paramount volume while opportunistically grow on-premise business • Strategy: Leverage brand portfolio strategy to consolidate distributor cordial needs in the popular and value cordial segment • Tactics: • Utilize Arrow as the popular brand Paramount as the value brand to attack cordial distributor needs on multiple fronts • Leverage new packaging on both Arrow and Paramount • Regional programming developed through FMM • Utilize new items to plug existing holes and open up new opportunities

Overall, the cordial category is in decline with majority of consumers 45+ but cordials are still an important segment of the business! While consumption has experienced a decrease over the past few years, cordial are still the 2 nd ranked segment in consumption and 3 rd in value Approximately two-thirds of traditional cordial & liqueur consumers are age 45+ IWSR 2015 Bar report Source: IWSR 2015 BAR Report

Traditional cordials are experiencing a stronger decline in dollars vs. cases YOY due to value cordials continuing to lower prices Traditional Cordials ‘ 12 vs ‘ 15 ‘ 13 vs ‘ 15 ‘ 14 vs ‘ 15 Sales $ -9% -5% -2% Cases -10% -3% -1% Opportunity: Leverage the brands that have consistently held retail pricing YOY to drive overall profitability for distributors and accounts!

Arrow and Paramount have consistently held retail price vs. all other traditional cordial brands! • Arrow maintaining pricing and growing category sales • De. Kuyper, Bols, Hiram Walker and Mr. Boston consistently lowering retails – taking profitability out of the category! • Paramount continues to maintain a premium price point to Mr. Boston! Opportunity to improve profit margin for on/off premise accounts to switch to Paramount NABCA data ending June 2016

Leverage the #2 cordial (Arrow) and the #3 cordial (Paramount) to grow overall cordials sales! #2 share and growing by X% in 2016 NABCA data ending June 2016

~70% of traditional cordials sales are in 4 flavors! • The top four flavors of the cordials industry – orange, peppermint, peach, and apple, respectively – account for approximately 70% of the entire cordials industry % Share of 9 L R 12 TY and 9 L R 12 % Change NABCA Luxco: -. 5% • Luxco performing better than category in these key flavors • Luxco showing strong growth in Triple Sec in 2016 Latest trends (June ‘ 16) show Arrow 1 L Triple Sec +7. 5% and 1. 75 L +14% Luxco: -3% Luxco: 1. 6% Luxco: -4. 4% Luxco: 3. 3% Opportunity: Insure these 4 flavors are distributed everywhere along with regionally appropriate items! Source: NABCA Member data through June 2016

Arrow Guidelines • Main Target: On-premise accounts looking for a high quality, competitively priced well cordial • . Priority Product Mix Competitive Target Suggested Positioning 1. Peppermint Schnapps 2. Triple Sec 3. Peach Schnapps 4. Blackberry Brandy Premium to value cordials, regionally competitive against target set 5. Coffee Brandy 6. Blue Caracao • Consumer Target: 45+ consumer looking for a nice tasting mixer at home for a great price • Brand Thematic: Mixer for any cocktail, Product is the hero along with the drink recipe and picture

Arrow Facts #2 traditional cordial brand in control states 1 • #4 brand overall in traditional cordials 2 • #1 selling peppermint schnapps 1 • Naturally gluten free • Made with all natural ingredients • High flow filtration method to ensure the cleanest and most crisp liqueurs • Uses only the finest flavor extracts for the best tasting cordials and liqueurs • Made with water purified by a state of the art Reverse Osmosis water purification system • Taste designed specifically for mixology to bring out those flavors in cocktails • Luxco investing in Arrow with new package refresh, website and POS materials • 1 - NABCA data ending June 2016 2 - IWSR 2015 Bar report

Arrow is the cordial of choice in numerous bars, restaurants and resorts • Top cordial choice of Walt Disney World – approximately 7 cases a day are depleted • Top choices of chains such as Island’s Fine Burgers, Applebee’s, and Hotshots Bar & Grill • Arrow is top brand at at Meijer and Hy-Vee grocery stores Source: VIP Depletion data through June 2016

Luxco is refreshing Arrow with a new, modern brand look without losing its heritage Flavor cues and naming on neck for easier identification for bartenders New recipes on back of each bottle Premium, cleaner front label Fresh flavor cues, more inviting and refreshing

Numerous open states opportunities exist to grow Arrow share Under-indexed Opportunity states Role: Expansion Over-indexed states Role: Maintain share • Utilize new packaging to introduce the brand • Regional promotional plans developed with FMM

Arrow over-indexed in control states, need to protect our share but growth opportunities in PA, OH, OR Under-indexed Opportunity states Role: Expansion Over-indexed states Role: Maintain share • Utilize new packaging to introduce the brand • Maintain with regional promotional plans developed with FMM

Arrow Recipes Blue Hawaiian 2 oz Coconut Rum 1 oz Arrow® Blue Curacao 2 oz Pineapple Juice Cosmopolitan 1. 5 oz Pearl® Vodka. 75 oz Arrow® Triple Sec. 5 oz Lime Juice 1 oz Cranberry Juice Combine all ingredients into a mixing glass. Shake and strain over ice into a rocks glass. Garnish with a lime wedge and an optional salted rim. Combine all ingredients into a mixing glass. Shake and strain into a martini glass. Garnish with a lime wheel. Grasshopper 1 oz Arrow® Crème de Menthe 1 oz Arrow® Crème de Cacao 1 oz Heavy Cream White Russian 1 oz Pearl® Vodka 1 oz Arrow® Coffee Brandy Fill with Cream or Milk Combine all ingredients into a mixing glass. Shake and strain over ice into a martini glass. Garnish with chocolate shavings. Combine all ingredients into a mixing glass. Shake and strain over ice into a rocks glass. Garnish with a cherry. Recipe Strategy: Value cordial for any cocktail – bartenders choice to make more per cocktail

Arrow Recipes After 5. 5 oz Arrow® Peppermint Schnapps. 5 oz Arrow® Coffee Flavored Brandy. 5 oz St. Brendan’s® Irish Crème Woo 1 oz Pearl® Vodka 1 oz Arrow® Peach Schnapps 1 oz Cranberry Juice In a shot glass, add Peppermint Schnapps. Next, carefully add Coffee Brandy, pouring slowly down side of glass, layering on top. Last, add St. Brendan’s slowly using same method. Combine all ingredients into a mixing glass. Shake and strain into a martini glass. Garnish with a lemon twist and an optional sugar rim. Bee Stinger 1. 5 oz Arrow® Blackberry Brandy. 5 oz Arrow® White Crème De Menthe Adult Root Beer Float 1. 5 oz Pearl® Vanilla Bean Vodka. 5 oz Arrow® Root Beer 1 scoop of Vanilla Ice Cream or 2 oz Heavy Cream Combine both ingredients into a mixing glass. Shake and strain into a cocktail glass. In a frosted mug, add ice cream or heavy cream. Add vodka and Arrow® Root Beer. Fill with cola.

Paramount Guidelines • Main Target: On-premise accounts looking for a value priced well cordial • . Priority Product Mix Competitive Target Suggested Positioning 1. Peppermint Schnapps 2. Triple Sec 3. Peach Schnapps 4. Blackberry Brandy Regionally competitive against target set 5. Amaretto 6. Cherry/Apricot Brandy • Consumer Target: 45+ consumer looking for a nice tasting mixer at home for a great price • Brand Thematic: Mixer for any cocktail, Product is the hero along with the drink recipe and picture

Paramount Facts Bottled and Made in the USA • Long heritage – over 80 years old! • #3 traditional cordial brand in control states 1 #4 brand overall (open and control) in traditional value cordials 2 • #4 selling peppermint schnapps 1 • #6 selling triple sec 1 • #4 selling blackberry brandy 1 • • 1 - NABCA data ending June 2016 2 - IWSR 2015 Bar report 3 – VIP Depletions through July 2016 1 - NABCA data ending June 2016 2 - IWSR 2015 Bar report

Luxco refreshed Paramount with a new, modern brand look without losing its heritage – available now! Extended neck great for bartenders in the well. Flavor billboard easier to identify product in the well Premium, cleaner front label Fresh flavor cues, more inviting and refreshing

Paramount Recipes Amaretto Swindle • 1 Part Paramount Amaretto • 1 Part Orange Juice • 1 Part Sour Mix Summer Fling Punch 2 cups Paramount Vodka 1/2 cup Paramount Triple Sec Liqueur 1 cup Cranberry Juice 4 cups Limeade Fresh Cherries (Makes 12 Servings) Southern Bomber 1 1/4 part Paramount Peach Schnapps 3/4 parts Rebel Yell Bourbon 1 part Sour Mix 1/2 part Grenadine or Cranberry Juice Warm and Toasty 1 part Rebel Yell Bourbon 1 part Paramount Peppermint Schnapps