SHOOT TO THRILL WHY EVERY BAR SHOULD OFFER

+ SHOOT TO THRILL! WHY EVERY BAR SHOULD OFFER 5 SHOTS ON THEIR MENU & HOW TO SERVE THEM

+ OVERVIEW 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

+ ORIGIN OF THE SHOT OR MAYBE JUST THE SHOT GLASS… - 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

+ BENEFITS OF A SHOT MENU - 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

+ MORE THAN JUST A SHOT EXPLORING 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. 5 oz - Typically served chilled in a 1. 5 oz shot glass Ex : Strawberry Fields 1 oz Pennington’s Strawberry Rye 1/2 oz King’s Ginger

+ MORE THAN JUST A SHOT EXPLORING 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 1 oz to 4 oz Typically served in a shot or sherry glass Ex : Washington Apple Shooter 2 oz Whiskey 1 oz Sour Apple Schnapps 1 oz Cranberry Juice

+ MORE THAN JUST A SHOT EXPLORING THE SPECTRUM OF THE SHOT WORLD SHORTIES Typically 1 oz 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 SHOT EXPLORING THE SPECTRUM OF THE SHOT WORLD BOMBS A shot that is dropped into a glass of beer or energy drink 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 CHAMPIONS Miller High Life & Jack Daniels Founders BREAKFAST OF Miller Lite & The Irishman DOS HOMBRES Desperados & Shot of El Jimador APPLEJACK Strongbow & Jack Daniels Honey SOB sells Tecate 12 oz Cans + shot of El Jimador Blanco $5 Tecate is now outselling PBR in this account…

+ PROFITABILITY SHOW ME THE MONEY! Presenting the profitability of an in house shot feature/menu will assist in selling in the program to an account SHORTIE FEATURE $3. OO Shortie (1 oz) Feature on American Born Moonshine Apple Pie Buy 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. 54 oz (in each 750) = $53. 88 profit on each bottle ($43. 67 w/o deal) BOMB FEATURE $5. 00 Bacardi O Bomb Feature (1. 5 oz) 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)

+ PROFITABILITY SHOW ME THE MONEY! BEER + SHOT FEATURE $5. 00 12 oz Tecate Can + Shot of El Jimador Blanco (1. 5 oz) Feature Buy 12 get 4 n/c Deal Bottle Cost : $15. 22 (. 45 oz) 1. 5 oz shot of El Jimador =. 66 + 1 12 oz 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)

+ THANK YOU!