Bombay 99_Deep Analysis

There’s a New Rising Renaissance in India’s Drinking Culture Artisanal, handcrafted, ‘good-for-you’, stuffed with botanicals and aromatics – we have come a long way from Coke and lime cordial when it comes to what we mix our drinks with. India's booming alternative beverage market is driven a growing crop of conscious and progressive drinkers.

These new-age consumers have their own unique value systems, driven by their increasingly connected context… VALUE Individuality They lean into their uniqueness, refuse to conform, celebrate diversity & inclusivity & hence also seek ways to express their authentic selves DRIVEN BY (Self)Discovery They are constantly seeking ways to find and express their authentic selves & are not afraid to draw outside of the lines to fully unlock their spirit. With increased accessibility, they are seeking inspiration from experiences laced with global influence NURTURING Aspirations CONSCIOUS IN Choices They look for progressive alternatives that are ‘mindful’ of their self, across various aspects of their realities Driven by their fluid expression, they push to unlock a mass of likeminded people to connect with, no matter how niche the interest. SEEK Reciprocity expression, they push to unlock a mass of likeminded people to connect with, no matter how niche the interest. SEEK Reciprocity Liberal yet pragmatic, ambitious yet rooted in family ties, gregarious yet acutely individualistic, multitaskers, with a strong grip in personally steering their lives. GLOBAL YET Rooted Source: McKinsey ‘TrueGen’ [Speaker notes] https://www.vogue.in/culture-and-living/content/what-indias-booming-alternative-beverage-market-says-about-our-drinking-habits https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/true-gen-generation-z-and-its-implications-for-companies https://www.ogilvy.com/sites/g/files/dhpsjz106/files/pdfdocuments/RedPaper_GenZ_OSL.pdf

These traits also reflect in their alcohol consumption choices, ushering a shift in in attitude towards drinking being a “just-for-kicks” social act to savoring the experience itself TRANSFORMATIONAL Taste CONSCIOUS Drinking There is emergence of liberated attitudes, prioritizing experimentation with new ingredients and flavor combinations at home, during celebratory moments, and everywhere in between. Driven by factors like health consciousness to aspiring for more authentic, less alcohol-influenced connections with people, mindful drinking brings self-reflection to a glass of drink. A discerning mindset and a revitalized attitude towards spirits is driving premiumization across category, as consumers lean into high-quality ingredients & sophisticated flavors SOPHISTICATED Drams Source: Bacardi Cocktail Trends Report, 2023 I ET Brand Equity ingredients & sophisticated flavors SOPHISTICATED Drams Source: Bacardi Cocktail Trends Report, 2023 I ET Brand Equity While ‘imported is better’ still exists, for young drinkers the origin of the product is incidental; they are comfortable with Indianness. ‘Local’ is now associated with craftsmanship, authenticity REGIONAL Pride The world of drinking can be intimidating for many, making them seek simplified brands that unravel the complexities, guiding us to the heart of the experience without sacrificing the pleasure. SIMPLIFIED Sips [Speaker notes] https://mpost.io/wp-content/uploads/BACARDI-Cocktail-Trends-Report-2023.pdf https://bwdisrupt.businessworld.in/article/Evolving-Preferences-Of-Younger-Indian-Generation-In-Drinks/27-04-2022-426715/ https://brandequity.economictimes.indiatimes.com/news/business-of-brands/how-indian-alcohol-brands-are-raising-the-bar/96204353

These Evolving dynamics and drivers of alcohol consumption have given rise to multiple consumer mindsets… Chameleons Sober Curious They practice ‘mindful drinking’, seeking NoLo drinks in place of full-strength drinks on certain occasions, rather than those who eschew alcohol altogether.This moderation mindset or alcohol minimalism is driven by factors like health consciousness, social chatter or aspiring for more authentic connections and hence they are often also open to exploration. Just as chameleons blend in with their surroundings, their drinking behavior changes according to the atmosphere & occasion. They enjoy adventure in their drink & hence also prioritize new ingredients, exciting flavor combinations & sensations, at home, during celebratory moments, & everywhere in between. Classics & Romantics exciting flavor combinations & sensations, at home, during celebratory moments, & everywhere in between. Classics & Romantics These may or may not be big spend blenders, with a more nuanced taste in their drinks. Classics: Stick to legacy/ sophisticated brands for their preferred drinks & prefer mixing classic elements/ seek nostalgic drinks.Romantics: Seek classic drinks that are elevated with a subtle unexpected twist, which reflects their hidden facet. Purists They know what they like and aren’t interested in stepping out of the comfort zone. To them, the social aspect of drinking is less important than the quality & essence of drink. They may or may not be big spenders, but prefer to savour the original taste of the drink. Experimentation is majorly limited to brands & not enhancement. HIGH EXPERIMENTATION LOW EXPERIMENTATION THE TARGET AUDIENCE FOR THE CATGEORY

Digital & Social Media Exposure have had an influential effect on the evolving social norms of alcohol consumption

They're turning to their devices at every stage of the journey – from inspiration to purchase ‘I-need-some-ideas’ Moments ‘I-want-to-know’ Moments ‘How-do-I-make-it’ Moments ‘I-want-to-buy’ Moments The DIY journey starts with a spark — a curiosity about what to make. These moments can be confusing and hence they turn to search or social media for help, seeking ideas, inspiration basis their needs. Once the decision is set, these moments strikes and individuals look for help in preparing it. They aren't necessarily experts in, so they seek practical advice - Questions around ingredients, alternatives, the ratios etc. Consumers are searching for the ingredients, seeking product recommendations, understanding easy alternatives available, reading product reviews, product composition, deals available etc. recommendations, understanding easy alternatives available, reading product reviews, product composition, deals available etc. In these moments, consumers are seeking simple ideas for experimenting with their drinks, specifically in terms of mixers to change or enhance the taste, add flavor, or simply to diversify. In these moments consumers are seeking guidance they need and they are first committed to their need. Winning hearts & driving product need, will therefore require serving up complete assistance in such micro-moments.

TASTE/ FLAVOUR-BASED IDEASSweet cocktail recipesFruity cocktail recipes with vodka Classic/ Tropical fruity cocktailsspiced rum/ dark rum cocktailOCCASION-BASEDCocktails for house party/ Christmas party Cocktails for summerwhiskey cocktail recipes for winterDRINK-BASED IDEASCocktails with rum/ vodka/ gin/ whiskey Gin/ whiskey/ rum/ tequila cocktailsspicy cocktails with gin whiskey cocktail recipe for winterEFFORT-BASEDsimple tequila drinks 2 ingredientseasy cocktails for Christmas/ winter NEED-BASEDdessert whiskey cocktailsLow-carb cocktailslow calorie tequila drinks cocktails for Christmas/ winter NEED-BASEDdessert whiskey cocktailsLow-carb cocktailslow calorie tequila drinks RECIPE/ INSTRUCTIONS how to make sangria/ mojito/ mimosas/ manhattan how to make homemade screwdriversimple martini recipe without vermouthmargarita recipe without triple secINGREDIENT LISTscrewdriver cocktail ingredientscosmopolitan cocktail ingredientsANCILLARY SUPPORThow to make spicy cocktail saucehow to make simple syrup How to make bitters WHAT ARE MY OPTIONS GenericBest mixer forMixer-Type basedtonic water brands India Best tonic mixers for gin What soda mixes well with gin Brand-basedbest Jimmy’s cocktail flavorschweppes tonic water ingredients sepoy tonic water review What soda mixes well with gin Brand-basedbest Jimmy’s cocktail flavorschweppes tonic water ingredients sepoy tonic water review SEEKING ALTERNATIVES: alternative schweppes tonic waterMargarita mix powder mojita premix/ syrup pinacolaa cocktail mix best mojito syrup/ mix Indiaready made cocktail mixers Ready made cocktails India RIGHT COMBINATION what to mix with vodka at home what to mix with vodka low caloriewhat to mix with whiskey besides sodawhat mixes well with whiskey Mixers for dark rum what to mix with dark rum besides cokewhat to mix with bacardi white rum ‘I-need-some-ideas’ Moments ‘I-want-to-know’ Moments ‘How-do-I-make-it’ Moments ‘I-want-to-buy’ Moments 100% CONSUMER INTENT SHARE AVAILABLE TO BRAND This is 100% b2b consumer intent share available to brands. In these moments, consumers are forming opinions, shaping preferences & making decision by doing their own research online.

In these moments, consumers are turning to multiple touchpoints… Search Gateway to the entire journey – Ideas, Recipes, Ingredients, understanding of alcohol, mixing, etc. Marketplaces or grocery delivery portals Food publishers Also provide inspiration, recipes, guidance for beginners Lifestyle Publishers Inspiration, latest trends, product recommendations Industry Publishers Instagram with its Reels & Pinterest often tends to be a source of active or passive inspiration & discovery of new trends & quick mixes YouTube Unlike Instagram acts more as a source of technical guidance Mixologist Influencers Technical guidance, product recommendations E.g. Nitin Tewari, Happy High Academy, Sonal C Holland, Cocktails India, Tipsy Bartender) guidance, product recommendations E.g. Nitin Tewari, Happy High Academy, Sonal C Holland, Cocktails India, Tipsy Bartender) Community HandlesPlatform for spirits enthusiasts not just for inspiration or guidance, but also to discuss the art of drinking, helping beginners navigate the world of alcohol & drinking E.g. The Cocktail Story, World Class IN, Gin Explorers Club, Alcohowl, The Dram Club These touchpoints provide opportunity for distribution or audience sourcing Food Influencers Focus on beginner-friendly recipes, with step-by-step guidance, with minimal efforts & tools (E.g. Sanjeev Kapoor, Get Curried) Brand Websites & Social media handles Product updates, shopping, recipes

Thus, to win the hearts, minds and intent, capturing maximum share of consumer intent will be key by… Identify the micro-moments of prospective customers that fit the business, then commit to being there to help when they happen. Provide immediate action, instant gratification and a fast & frictionless experience to keep pace with impatient consumers. Consumers gravitate toward brands that provide ‘value’. Hence, it is key to find sweet spot where your customers’ goals and your own align & building symbiotic two-way ‘value exchange. Strategically selecting such micro-moments WHY: Build and Grow Share of Intent WHY: Build and influence brand perception

Choice of beverage however isn’t just a matter of personal taste, but is also a symbolic vehicle… STATUS INDICATOR SITUATION DEFINER The act of drinking & the choice of beverage defines the nature of occasion & establish the context for social interactions allowing individuals to initiate a sense of situational appropriateness, be it for creating shared experiences or for individualistic pleasure. STATEMENT OF AFFILIATION Communicating exclusiveness, beverages acknowledge aspects of one’s identity, or their declaration of membership in a particular group, generation, class, ‘tribe’, sub-culture & its associated values or beliefs. . their declaration of membership in a particular group, generation, class, ‘tribe’, sub-culture & its associated values or beliefs. . Choice of beverage is an indicator of social status. The drinking practice acts as ‘definitional ceremonies’ through which people enact not only ‘what they think they are’. E.g. Wine was, and is today in many cultures, "a focus of eloquent choices“. Its sophistication is an expression of ones taste and aspirations. [Speaker notes] http://www.sirc.org/publik/drinking6.html

Peer AnalysisAnalyzing how our peers are delivering value to the consumers with the evolving tastes

BRAND SUMMARY Premium Botanical Mixers BRAND COMMUNICATION STATUS INDICATOR: REFINED INDULGENCE Portrays an upscale lifestyle with visual styling and collaborations leaning towards artistic affiliations, & refined aesthetics, creating a sense of luxury & elegance DEFINED BY Tonality: Stylish, fresh, refined, upscale, minimalist Collaboration Events: Art exhibitions, Jazz Festivals, Golf tournament etc. Associations: Indian Cocktail Week, Bar Convent Berlin, Roma Bar Show etc. SITUATION DEFINER: CELEBRATORY SOCIAL DRINKING Carries the essence of premiumness and refined experiences. These associations shape brand perception as a premium mixer, making brand synonymous with luxury and sophistication. DEFINED BY Cues: Big ticket wedding, refined social parties, refined settings at-home consumption moments etc. STATEMENT OF AFFILIATION: LUXE ENTHUSIASTS wedding, refined social parties, refined settings at-home consumption moments etc. STATEMENT OF AFFILIATION: LUXE ENTHUSIASTS (Category Affiliation: Sophisticated Sips) Appeals to a community of tastemakers and connoisseurs who share a passion for the finer things in life. Sepoy and Co becomes a symbol of status and taste, aligning with the desires and aspirations of its target audience. DEFINED BY Awards: Superior Taste Award, Brand Bottle Design Award etc The brand's presence builds appeal for individuals who aspire to be part of exclusive social circles and embrace a refined lifestyle. KEY ASPECT: INGREDIENTS Brand stands as a testament to the timeless allure of flavors, building a narrative around its ingredients while striving to create a symphony of taste experiences that elevate moments of pure indulgence. BRAND SPACE: Ingredient Story

Mood BOARD Utilizing pastel color palette communicates vitality and freshness of the “botanical” mixer while maintaining an aesthetic Awards, initiatives and causes help reach niche audiences and strengthen affiliation Brand's visual approach creates a sense of elegance, sophistication, and exclusivity with a minimalist design furthering the luxury appeal High-end associations build an aspirational appeal around the brand PRESS PLAY

BRAND SUMMARY Guilt Free Indulgence Brand endeavors to bring about a holistic change to how people consume beverages by providing drinks in the "Better for you" category, keeping up with evolving consumer preferences BRAND COMMUNICATION STATUS INDICATOR: CONSCIOUS CURATED LIFESTYLE Brand appeals to aspirations of conscious lifestyle seekers, who prioritize thoughtful choices, sustainability, and overall well-being DEFINED BY Tonality: Cool, young, fun, earthy Collaborations: Fitness enthusiasts, Master Bartenders, seasoned mixologist Partnerships: Gin Explorers’ Club, Bar Takeover, Luxury hotels SITUATION DEFINER: A.M. TO P.M. CELEBRATORY SOCIAL Showcases versatile consumption scenarios catering to different tastes and preferences throughout the day Cues: WFH set-up, post-workout hydration, brunch, clubs & at-home parties etc. different tastes and preferences throughout the day Cues: WFH set-up, post-workout hydration, brunch, clubs & at-home parties etc. STATEMENT OF AFFILIATION: CONSCIOUS LIFESTYLE CURATION (Category affiliation: Conscious Drinking) Jade Forest has built a community of adventurers “Friends of Jade”, fostering a space that thrives on inspiration and the joy of discovery. DEFINED BY Associations: Brand Founder mixologist series, Jade Untamed (Brand event) ft. Indie artists & DJs, brand founders etc The brand's association with music festivals resonates with younger audience, initiating an affinity around concept of mindful consumption DEFINED BY BRAND SPACE: Mindful Lifestyle

Mood BOARD Consumption moments inspire a lifestyle change to healthier indulgences Communication around ingredients highlighting transparency to build appeal Fostering community of enthusiasts, exploring flavors while keeping a mindful mindset towards consumption Brand founder/ mixologists collaborations gives an authentic value to the engagement – building community Earthy tones helps communicate natural-ness and authenticity, helping stay true to the brand feel Association with music festivals majorly helps brand visibility and aligning brand with the energy, passion, and spirit of the TG PRESS PLAY

BRAND SUMMARY Remarkable Drinks, Without Compromise BRAND COMMUNICATION STATUS INDICATOR: EXPERIENTIAL LIFESTYLE Brand strives to inspire a journey of taste and deliver value to discerning palates that are seeking unparalleled flavor and savory experiences DEFINED BY Tonality: Bold, Premium Collaborations: Seasoned Mixologists, cocktail enthusiasts, Master bartenders Associations: Bartenders’ Brand Awards, HORECA events and award shows SITUATION DEFINER: REFINED SOCIAL INTERACTIONS Places brand mixers as the centerpiece of memorable occasions, capturing the the refined lifestyle and the moments of indulgence that our audience seeks – becoming a gateway to a world of flavor and sensory pleasure. DEFINED BY Cues: Work events, premium bar interactions, top cocktail bar guides, cocktail DIY presentation, etc STATEMENT OF AFFILIATION: REFINED GOURMANDS premium bar interactions, top cocktail bar guides, cocktail DIY presentation, etc STATEMENT OF AFFILIATION: REFINED GOURMANDS (Category Affiliation: Sophisticated Sips) Appeals to a community of tastemakers and connoisseurs who share a passion for the finer things in life DEFINED BY Awards: Great Taste Awards, Bartender Brand Awards, Tonic & Mixer Mastera KEY ASPECT: TASTE Brand lays great emphasis on not only complimenting but committing to deliver quality by creating delicious high-quality sips, endeavoring to strike a balance in taste and textures BRAND SPACE: Lifestyle Payoff

Mood BOARD Expert collaborations to showcase flavor combinations through their craft cocktails entices experimentation among audience Moment of consumption to communicate the ambiance of enjoying brand offerings Rich and dense color palate helps in providing a premium feel for audience, also giving a masculine feel to the brand Awards and pop-culture associations help in strengthening brand affiliations among audience Leveraging partnerships and collaborations across HORECA events help foster a sense of familiarity and set a narrative for the brand PRESS PLAY

BRAND SUMMARY Exquisite mixers from botanical essences Brand aspires to provide exquisitely good taste, placing brand mixers as the perfect compliment to reimagined drink creations or simply delicious when served alone BRAND COMMUNICATION STATUS INDICATOR: REFINED INDULGENCE With legacy deeply rooted in London's rich cocktail culture, the brand brings a touch of sophistication and craftsmanship to every drink providing a statement of style. DEFINED BY Tonality: Rich, Millennial, elegant Collaborations: Seasoned Mixologists, cocktail enthusiasts, Master bartenders Associations: Michelin Restaurants, Luxury hotels, London Cocktail week etc. SITUATION DEFINER: HIGH-END SOCIAL APPEASEMENT Associations: Michelin Restaurants, Luxury hotels, London Cocktail week etc. SITUATION DEFINER: HIGH-END SOCIAL APPEASEMENT Believing mixology to be an art form deserving of the utmost attention and care, the brand includes perspectives of high-end bartenders from behind the bar POV in addition to placing brand in elite social settings DEFINED BY Cues: best-in-all Luxurious bars, Premium gatherings. Eye-catching premium drinks, featuring refined lifestyle underscoring a luxurious experience. STATEMENT OF AFFILIATION: REFINED GOURMANDS London essence fosters a community of essence lovers who seek the pinnacle of sophistication in their drinking experience DEFINED BY Exclusive Clubs: Highlighting niche interests Rare Auto-Owners’ club (Salon Prive Week) KEY ASPECT: INGREDIENT BRAND SPACE: Ingredient Story

Mood BOARD PRESS PLAY Partnerships with high-end events brings an aura of exclusivity and prestige to drinking rituals, redefining boundaries of sophisticated indulgence Visual imagery while leveraging neutral and soft tones embodies spirit of sophistication and refinement, highlighting it as a the perfect choice to elevate occasions. Brand offers mixology resources for audience, providing guidance around ingredients while they navigate their creativity and experimentation Collaborations with industry experts brand-led recommendations to strengthen the premium association among consumers AFFILIATION TRUSTED BY OROFESSIONALS PREMIUM PARTNERSHIPS BRAND FEEL

BRAND SUMMARY Mix It Up With Schweppes Schweppes celebrates the brand as the perfect mixer to ensure that each sip is a refreshing and satisfying experience – enhancing moments of consumption while placing themselves at the core of enjoyment BRAND COMMUNICATION STATUS INDICATOR: TRENDSETTERS & TREND-CHASERS Schweppes aims at inclusivity with a belief that everyone deserves to experience the joy and excitement that comes with indulging in life's pleasures. DEFINED BY Tonality: Vibrant, Enthusiastic, Energetic, Quirky Collaborations: Mixologists, Influencers from all leagues (Niki Mehra, Shivesh Bhatia) Associations: GEC, Zomaland, Arts Festival, Indian Cocktail Week, SpokenFest SITUATION DEFINER: SOCIAL CELEBRATION Brand focuses on celebration with friends in moments of occasions – enticing audience to embrace the fun side of life and indulge in delightful experiences with friends in moments of occasions – enticing audience to embrace the fun side of life and indulge in delightful experiences DEFINED BY Cues: Mainstream Club parties, At-the-bar serves, Classic cocktail recipes etc Playful composition of the elements adds a sense of whimsy, serving as a visual invitation for our audience to indulge in a moment of relaxation, pleasure, and fun. STATEMENT OF AFFILIATION: STYLE SEEKERS & TREND CHASERS Leading as a commercial brand, Schweppes aims at celebrating the young and refreshing spirit building an appeal for every type of consumer DEFINED BY Brand Ambassadors: Siddhant Chaturvedi, Manushi Chillar extending the massy and young brand spirit KEY ASPECT: FUN & DELIGHT BRAND SPACE: Refreshment

Mood BOARD PRESS PLAY PRESS PLAY Associations with diverse festivals lends a versatile and adaptable essence to the brand Brand ambassadors helping extend the brand tonality and fostering a defined audience Schweppes is placed as a constant companion to enhance enjoyment across moments of consumption More focus at enjoyment with friends SITUATION DEFINER Collaborations with influencers range from Seasoned mixologists to lifestyle, lending a wider appeal for TG – being inclusive of niche interests to massy affinities among audience

BRAND SUMMARY Bring bar home Brand indulges in the consumer desire to replicate bar-like drinking experience at home through easy creativity – making the art of mixology as a personal journey of discovery. KEY ASPECT: EXPERIMENT BRAND COMMUNICATION STATUS INDICATOR: EXPERIMENTAL LIFESTYLE Brand inspires an appetite for experimentation, encouraging audience to explore art of mixology and create bar-quality drinks at home and otherwise DEFINED BY Tonality: Vibrant, bold, young, peppy, celebratory Collaborations: Mixologist specialist, Lifestyle influencers, micro influencers Associations: Live kitchen, Beach-house events, bar takeovers, Music festivals (VH1 Supersonic), Launch events (Lifestyle-oriented) The associations shed a light upon the experimental alliances the brand aspires to have in order to define their tonality. SITUATION DEFINER: AT-HOME & SOCIAL CELEBRATIONS alliances the brand aspires to have in order to define their tonality. SITUATION DEFINER: AT-HOME & SOCIAL CELEBRATIONS Brand captivates the sense of unleashing one’s inner mixologist, building an appeal that inspire creativity to explore new flavors, techniques, and creative possibilities. DEFINED BY Cues: At-home consumption moments, house parties, outdoor parties, DIY cocktail recipe etc. STATEMENT OF AFFILIATION: CREATIVE EXPERIMENTERS (Category Affiliation: Transformational Taste) Celebrates community of people creative at heart that that seek thrill of experimentation & unique experiences DEFINED BY Awards Associations: Partnership events (Gin Explorers Club, Indian Cocktail Week etc.), cocktail creations BRAND SPACE: Experimentation

Mood BOARD PRESS PLAY PRESS PLAY Partnering with a music festival like VH1 Supersonic, Jimmy's Cocktails positions itself as a brand that embraces the spirit of exploration and creativity Appeal for a defined creative audience across drinking & non-drinking space with visuals heavy on mixer creations Vibrant color palate conveys the brand to be young at heart, playful and has positive associations Moments of consumptions highlight the versatility of the mixer, covering most possible social moments that inspire creativity

Thoughtfully Crafted Drinks Endeavours to bring a holistic change with ‘Better for you’ drinks, that can be consumed from AM to PM for social or personal enjoyment, appealing to ‘conscious lifestyle curators’, who prioritize thoughtful choices, love to experiment & have fun. (E.g. Association with fitness influencer, Gin Club, labeling as ‘guilt-free’, ‘Friends of Jade’, ‘Jade Untamed’ Music nights) BRAND SPACE: Conscious Lifestyle Premium Botanical Mixers BRAND SPACE: Ingredient Story Stands as a testament to the timeless allure of flavors, building a narrative around its ingredients, appealing to connoisseurs & community of tastemakers who share a passion for the finer things in life and consumed in refined set-ups. (E.g. Associations with art, ballet, jazz, golf, subtle romantic colors that points to freshness of ingredients, editorial feed)

STATUS INDICATOR Status Indicator: Refined Indulgence Tonality: Stylish, fresh, refined, upscale, minimalist Portrays an upscale lifestyle with visual styling and collaborations leaning towards artistic affiliations, & refined aesthetics, creating a sense of luxury & elegance Status Indicator: Conscious Curated Lifestyle Tonality: Young, Encouraging, enterprising Brand appeals to aspirations of conscious lifestyle seekers, who prioritize thoughtful choices, sustainability, and overall well-being Status Indicator: Experimental Lifestyle Brand Tonality: Bold, young, peppy, celebratory Brand appeals to engaged socializers with appetite for experimentation, encouraging them to explore art of mixology and up their bar-game Status Indicator: Premium Aspirations Brand Tonality: Rich, Millennial, elegant to explore art of mixology and up their bar-game Status Indicator: Premium Aspirations Brand Tonality: Rich, Millennial, elegant Brand aligns with an aspirational mindset that loves exploration, staying ahead of the curve, and going beyond the ordinary. Status Indicator: Trendsetters & Trendchasers Brand Tonality: Vibrant, Enthusiastic, Energetic, Quirky Schweppes aims at inclusivity with a belief that everyone deserves to experience the joy and excitement that comes with indulging in life's pleasures. Status Indicator: Refined IndulgenceBrand Tonality: Bold, Premium Brand strives to inspire a journey of taste and deliver value to discerning palates that are seeking unparalleled flavor and savory experiences

STATEMENT OF AFFILIATION: Refined Gourmands Appeals to a community of tastemakers and connoisseurs who share a passion for the finer things in life (associations with art, ballet, jazz) STATEMENT OF AFFILIATION: Conscious Lifestyle Curators Building “Friends of Jade”, a supportive network who prioritise conscious choices (association with fitness influencers STATEMENT OF AFFILIATION:Creative Experimenters STATEMENT OF AFFILIATION: Creative Experimenters Celebrates community of people creative at heart that that seek thrill of experimentation & unique experiences (engagement outreach to both cocktail lovers & bartenders) STATEMENT OF AFFILIATION: Style Seekers & Trend Chasers Leading as a commercial brand, Schweppes aims at celebrating the young and refreshing spirit building an appeal for every type of consumer STATEMENT OF AFFILIATION aims at celebrating the young and refreshing spirit building an appeal for every type of consumer STATEMENT OF AFFILIATION Celebrates community of people creative at heart that that seek thrill of experimentation & unique experiences (engagement outreach to both cocktail lovers & bartenders) STATEMENT OF AFFILIATION: Refined Gourmands Tastemakers and connoisseurs who share a passion for the finer things in life (often feature highly-regarded establishments)

SITUATION DEFINER: CELEBRATORY SOCIAL DRINKING Cues: Big ticket wedding, refined social parties, refined settings at-home consumption moments etc. SITUATION DEFINER: A.M. TO P.M. CELEBRATORY SOCIAL Cues: WFH set-up, post-workout hydration, brunch, clubs & at-home parties etc. SITUATION DEFINER: AT-HOME & SOCIAL CELEBRATIONS Cues: At-home consumption moments, house parties, outdoor parties, DIY cocktail recipe etc. SITUATION DEFINER: SOCIAL CELEBRATION Cues: Mainstream Club parties, At-the-bar serves, Classic cocktail recipes etc SITUATION DEFINER SITUATION DEFINER: REFINED SOCIAL INTERACTIONS Cues: Work events, premium bar interactions, top coktail bar guides, cocktail DIY presentation, etc SITUATION DEFINER: HIGH-END SOCIAL APPEASEMENT Cues: Holiday-esque relaxing moments, enjoy-with-friends moments, Bartender serves etc

Learnings & Brand Imperatives Analyzing how our peers are delivering value to the consumers with the evolving tastes

LEARNING 1: The current market landscape can be broadly mapped into… Specialists Mainstream [Speaker notes] They navigate choices laced with grace & higher level of sophistication,

LEARNING 1: The current market landscape can be broadly mapped into… Specialists Mainstream Communication Indicators of Mainstream PeersElevating beverage experience, where every sip is a statement, transporting you to a world of refined enjoyment & elevating any moment with style Communication Indicators of Specialist PeersAn uprising against the industrialised, a return to traditions, crafted by masters themselves, imagined in India, revisiting the culture of ‘sophisticated cocktail-sipping’. Taste I Ingredient Story I Creativity & Convenience I Lifestyle Payoff [Speaker notes] They navigate choices laced with grace & higher level of sophistication,

Specialists Mainstream Accessible Premium Aspirational Premium Super Premium TASTE INGREDIENT STORY CREATIVITY WITH CONVINIENCE LIFESTYLE PAYOFF Premium Botanical Mixers House of Delicious Drinks Bring the Bar Home Exquisite mixers from distilled botanicals Thoughtfully Crafted Drinks Simple to Make cocktails. Remarkable Drinks, Without Compromise Explore, experiment & experience cocktails with us! Schweppervescence (Let it Out) [Speaker notes] They navigate choices laced with grace & higher level of sophistication,

LEARNING 2: Therefore what it means for Bombay99 From the Makers of Baileys Created to Enhance experience of drinks Taste that isPowerful, Punchy & Intense Mixer Range toShake Up India! WHAT WE KNOW OF BOMBAY99 WHAT IT SYMBOLISES LegacyTrust, Familiarity & Quality (of established brand) Design that is Lively, Intricate yet bold, India-inspired Adventurous Spirit Energy, Excitement & Enjoyment Impact Bold, Unapologetic (taste that makes a statement) Sensory Delight Elevated indulgence (moving beyond the ordinary) CaptivatingIndividuality, Authenticity (Sophisticated yet daring) Delight Elevated indulgence (moving beyond the ordinary) CaptivatingIndividuality, Authenticity (Sophisticated yet daring) [Speaker notes] A design that is lively, intricate yet bold symbolizes a brand that celebrates vibrancy, attention to detail, and a fearless spirit. It represents a brand that is not afraid to make a statement, capturing the attention of its audience with its energetic and lively visual appeal. The intricate elements of the design showcase a dedication to craftsmanship, sophistication, and a rich depth of creativity. This design symbolizes a brand that values individuality, creativity, and a desire to stand out from the crowd. It resonates with an audience that appreciates boldness, artistic expression, and a sense of liveliness in their lifestyle choices. It resonates with an audience that appreciates boldness, artistic expression, and a sense of liveliness in their lifestyle choices. The combination of liveliness, intricacy, and boldness in the design reflects the brand's commitment to delivering a unique and captivating experience, appealing to a discerning audience seeking authenticity, artistic flair, and a touch of excitement.

Specialists Mainstream Accessible Premium Aspirational Premium Super Premium TASTE INGREDIENT STORY CREATIVITY WITH CONVINIENCE LIFESTYLE PAYOFF Premium Botanical Mixers House of Delicious Drinks Bring the Bar Home Exquisite mixers from distilled botanicals Thoughtfully Crafted Drinks Simple to Make cocktails. Remarkable Drinks, Without Compromise Explore, experiment & experience cocktails with us! Schweppervescence (Let it Out) The Brand takes the essence of mainstream appeal, but with a specialist allure, embodying a fusion of accessibility, legacy, elevation, with authenticity & a refined aesthetic. The brand dares to stand out from the crowd, instilling a sense of exclusivity & representing the epitome of elevated mainstream lifestyle [Speaker notes] They navigate choices laced with grace & higher level of sophistication,

LEARNING 3: Therefore manifesting the brand canvas… Simplifying & Stylizing Drinking Experience Relaxed & Refined Social Set-up Signals A Playful Attitude Masters of understated creativity, infusing subtle twists to ordinary experiences Chasing the spotlight by confidently creating a noticeable impression Aspiring tastemakers in Social Circles Effortlessly, elevating their entertaining experiences