Bombay 99_V2_Summarised

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 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, taste profiles, exciting flavor combinations, drink formats & may also enjoy DIY experimentation. 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 AUDIENCE UNIVERSE FOR THE MODERN DRINK-MIXER CATEGORY NOTE: Choice of a drink is situational.

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. NOTE: Micro-moments are not linear, rather fragmented instances.

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 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 cocktail ingredientsANCILLARY SUPPORThow to make spicy cocktail saucehow to make simple syrup How to make bitters WHAT ARE MY OPTIONS GenericBest mixer for whiskey/ old monk Mixer-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 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 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 rumgin and tonic ratio Whiskey and ginger ale ratio How much tonic with gin ‘I-need-some-ideas’ Moments ‘I-want-to-know’ Moments ‘How-do-I-make-it’ Moments ‘I-want-to-buy’ Moments NOTE: Micro-moments are not linear. They do not represent digital behavior of a single individual, rather is a collection of information needs of different types of drinkers. Winning hearts & minds, will require the brand to align with such micro-moments strategically, keeping in mind brand’s offerings & positioning.

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 product offering & positioning, 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. This will involve marrying our product proposition with specific 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

LEARNING 1: The market landscape can be broadly mapped into two… Specialists Universals NOTE: Choice of type of a brand is situational. [Speaker notes] They navigate choices laced with grace & higher level of sophistication,

LEARNING 2: Product characteristics majorly influence the brand positioning in category… Specialists Universals AUDIENCE VOLUME Broad Communication ApproachElevating beverage experience, where every sip is a statement, transporting you to a world of refined enjoyment & elevating any moment with style Broad Communication ApproachAn uprising against the industrialised/ conformists, a return to traditions, and intelligent union of flavours, choice of mindful drinkers, revisiting the culture of ‘sophisticated cocktail-sipping’. Brand Spaces To Build Appeal Brand Spaces To Build Appeal NOTE: Choice of type of a brand is situational. [Speaker notes] They navigate choices laced with grace & higher level of sophistication,

BRAND Summary Thoughtfully Crafted Drinks 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 SPACE: Mindful Lifestyle Premium Botanical Mixers BRAND SPACE: Ingredient Story 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. House of Delicious Drinks Svami stands tall as a champion of taste & flavor elevation - placing itself as a companion in elevating the taste experience while embodying the spirit of enjoyment and flavour-curiosity. BRAND SPACE: Taste & Creativity

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 the peer positioning to identify brand space & imperative for crafting a premium identity

Therefore, mapping the modern-mixer landscape of India… Specialists Universals Accessible Premium Aspirational Premium Super Premium TASTE INGREDIENT STORY LIFESTYLE PAYOFF Premium Botanical Mixers House of Delicious Drinks Exquisite mixers from distilled botanicals Thoughtfully Crafted Drinks Remarkable Drinks, Without Compromise

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.

Learning 4: Therefore mapping Bombay99… Specialists Universals Accessible Premium Aspirational Premium Super Premium TASTE INGREDIENT STORY LIFESTYLE PAYOFF Premium Botanical Mixers House of Delicious Drinks Exquisite mixers from distilled botanicals Thoughtfully Crafted Drinks Remarkable Drinks, Without Compromise 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

Therefore manifesting the brand canvas… Effortlessly Euphoric 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 & smartly creating a noticeable impression Aspiring tastemakers in Social Circles Effortlessly, elevating their entertaining experiences NOTE: Brand Space is not consumer facing communication and will be used to guide messaging & other promotional activities [Speaker notes] Social validation