Rampur Whisky Research Final

A White Rivers Media Presentation Strengthening The Brand On Digital

PRESENTATION OUTLINE Understanding the Indian Single Malt Whisky landscape Decoding whisky drinkers Mapping peer conversations Communication gaps and opportunities Brand Approach

Indians consume about 1.5 billion litres of whisky every year. It accounts for half of the world’s entire whisky production. Almost 48% of whisky that is produced in the world is consumed by one country alone. With a population of more than 1.3 billion people, an individual’s average consumption is more than a litre of whisky per year. Source: Times of India [Speaker notes] https://timesofindia.indiatimes.com/business/india-business/desi-single-malts-at-new-high-sales-up-83/articleshow/90485309.cms

This love for Whisky is especially being reigned by Indian Single Malts Earlier only the crème de la crème of Indian society was familiar with single malts. However, the space is growingly lapped up by aspirational flavor curious millennials. Today homegrown single malts account for over a third of the market in India, compared to only 15% in 2017 Source: The Guardian [Speaker notes] https://www.theguardian.com/global-development/2022/jun/04/how-indias-new-taste-for-local-whisky-is-shaking-up-the-global-drinks-market

Taking the Great Indian Whisky parade into international boulevards India has become the 2nd largest exporter of Single malt whisky in the World with most of its Single malt whisky going to the United States, Netherlands and France Uniquely Indian terroir, signature style of its own and premium pricing have helped the single malts to capture ground in the global market rapidly. Source: Volza [Speaker notes] https://www.volza.com/p/single-malt-whisky/export/export-from-india/

Thriving on novel home ground conditions, Indian single malt stands out from its contemporaries India’s hot and humid climate helps age whisky much faster than the average brands outside Beyond the subtle infusion of Indian tastes, there is uniqueness to the taste profiles such as a unique fruity and malty character Presenting a distinctive texture to the ultimate product exclusive of the rich Indianness Source: Slurrp [Speaker notes] https://www.slurrp.com/article/for-love-of-single-malt-the-unexpected-rise-of-indian-whisky-1669980845637

While Indian single malt is increasingly loved, understanding the broader golden elixir drinkers is crucial as they are as complex as the characteristically complex whisky notes

Whisky-drinking is not a monogamous pursuit I want to know how the whisky was made so that it can help me pinpoint certain elements I might prefer. “ ” “ ” The smoky flavor of some whiskies do not appeal to me. I am not sure how to navigate my way through the notes ” “ Conversations around Whisky have been inspiring intimate category nuances

The whisky drinking spectrum is large and embodies multigenerational consumers AGE 30 AGE 50 AGE 40 The Aficionado A fully-fledged connoisseur who enjoys the quality of their spirits The Enthusiast Casual drinkers who love to understand everything about their spirits The Newbie Fairly new to the whisky world, they are learning about the taste of straight, aged spirits The Host May not always be a whisky fan themselves, they have an indirect relationship with spirits often hosting and gifting Note : There can be an overlap across age groups and segments DIGITAL FIRST TG SECONDARY TG

VICTOR ABOUT Age 31 Creative Strategist, France Victor is just starting to discover his bearings with whisky. Having being exposed to the world of alcohol in general, he has acquired taste for high-end premium brands. Being a newcomer in the whisky universe, no brands have quite leveled to his exquisite taste buds, but he believes that finding a favorite is part of the fun. He is inquisitive and grateful for any long-time whisky drinkers to impart their wisdom. He is navigating through his notions around whisky being ‘too strong’ and ‘too complicated’ CORE NEEDS MOTIVATIONS Victor is eager to learn all there is to know about this fantastic spirit. He loves experimenting with his whisky through mixers and cocktails looking to find flavors to compliment his classy interest PAIN POINTS experimenting with his whisky through mixers and cocktails looking to find flavors to compliment his classy interest PAIN POINTS Looking for a full yet simple exploration of single malt through very approachable expressions, he is looking to build his preferences basis new ways to consume whisky The Whisky Newbie Note: Overlap can exist across individual personas and territories [Speaker notes] https://www.gaasly.com/blog/social-media-trends-france#:~:text=44%25-,Average%20time%20spent%20on%20social%20media,in%20general%20on%20social%20media.

ABOUT Age 38 Financial Advisor, USA Whisky isn’t just a beverage for Dave, it’s a way of life. A whisky hermit, he is here to spread the gospel of how great the spirit is. He is a seasoned whisky drinker with elite preferences. He takes pride in drinking high-quality whisky and is intuitively drawn to lush, high-end liquor brands. Whilst others may have jumped onto G&T bandwagon in the past few years, he has remained a loyal whisky drinker. In his opinion, a glass of whisky is the perfect toast to every occasion. CORE NEEDS The Whisky Enthusiast MOTIVATIONS Affinity for whisky comes from the whisky culture in his family – his father drank it, so did his grandfather. He comes with sophisticated experience as well as expertise. Rapidly interested in the category, taste and luxurious quality have always been a top priority for him PAIN POINTS as expertise. Rapidly interested in the category, taste and luxurious quality have always been a top priority for him PAIN POINTS Looking for premium quality whisky, legacy takes the front-end seat. He needs transparency from his brands to give detailed information around where and how the whisky was made like the age statement, the mash bill, the distillery, the backstory about the makers etc. DAVE Note: Overlap can exist across individual personas and territories

ABOUT Age 40 Investment Banker, UK Steve is a whisky encyclopedia and can talk about endless facts around the drink. For him, seeking whisky brands is not a linear pursuit. He loves exploring in the hopes to find unique flavors. Having been to innumerable tasting events, he loves vocalizing his opinions and seeks solace with like-minded people. He has found some of his favorite expressions in the premium category and considers association with sophisticated whisky brands as a seal of approval of his rich taste. He loves advocating his favorites. However, he does not want to adopt a brand for life. CORE NEEDS MOTIVATIONS He is likely to be open to trying whiskies from all over the globe. He is looking to increase his expertise. Being intuitively dedicated to the category, he is looking for more exclusivity with his whisky experience PAIN POINTS expertise. Being intuitively dedicated to the category, he is looking for more exclusivity with his whisky experience PAIN POINTS He seeks premium & exclusive experiences with his brand while being increasingly interested in the story behind his drink. Driven by variety, he would like to explore brands that compliment to balance his refined expectations The Whisky Aficionado STEVE Note: Overlap can exist across individual personas and territories [Speaker notes] https://www.statista.com/statistics/284506/united-kingdom-social-network-penetration/#:~:text=As%20of%20the%20third%20quarter,by%20Instagram%20with%2056.4%20percent.

ABOUT Sandra doesn’t drink often but loves to be a good hostess. As a C-suite executive, there is a high-end social status to maintain when hosting parties or looking for fancy gifts during celebrations. She often explores within the whisky world trying to indulge in classy, different & unique whisky labels in hopes of being the one to introduce something new to her guests. Celebrating occasions have her stocking-up her liquor cabinet or looking for the perfect whisky to gift CORE NEEDS MOTIVATIONS Choosing the right whisky is a daunting task already and choosing a premium taste is even more dreadful for a light drinker and Sandra is usually looking for recommendations and actively exploring digital to purchase and evaluate her options PAIN POINTS and Sandra is usually looking for recommendations and actively exploring digital to purchase and evaluate her options PAIN POINTS Sandra is looking for product and social understanding of the whisky she would be buying. She seeks recommendation guides, beautiful packaging and an assurance of taste The Whisky Host Age 33 Marketing Director, UK SANDRA Note: Overlap can exist across individual personas and territories [Speaker notes] https://www.statista.com/statistics/284506/united-kingdom-social-network-penetration/#:~:text=As%20of%20the%20third%20quarter,by%20Instagram%20with%2056.4%20percent.

Thus, indicating a strong essence of whisky Statement Of Character Symbol of Camaraderie A Luxurious Asset Collector's Item Sign Of Progress Drink Of Success Status Symbol Whisky Is…

Therefore, Learnings from our consumers Exploration, acknowledgement of consumer sentiments for whisky and narratives are powerful transitional persuaders, and help the brand in building high end experiences, simultaneously resulting in evaluation and trial. Providing familiarity with the quintessential and daunting world of drink labels serves the whisky-curious universe of the newbies to develop a deeper appreciation for the and loyalty for the brand Showcasing the social currency of the drink and its associated appreciators triggers intrigue and deepens love for the spirit NEED FOR RICH EXPERIENCES NEED FOR DEPTH OF KNOWLEDGE NEED FOR A VALUABLE COMMUNITY

BRAND SPACE: THE RULER BRAND USER BRAND TONALITY The Macallan is status-first focusing on commitment to excellence highlighting legacy, luxury and sophistication through products and experiences. It exemplifies the Scottish lineage of traditional whisky-making Discerning and affluent collectors of refine taste and sophisticated experiences valuing exceptional quality and craftsmanship Heritage-bound, Artsy, Editorial, Honorable, Expert SOCIAL MEDIA PRESENCE Comes across as a canvas of stories and conversations around product, giving life to each of brand’s whisky expressions – from its history to its concept and inspiration CONTENT OFFERING Informational & educational content around product history, gifting guides to develop understanding, appreciation and enjoyment of their whiskies. IMMERSIVE EXPERIENCES product history, gifting guides to develop understanding, appreciation and enjoyment of their whiskies. IMMERSIVE EXPERIENCES Highlights pop culture brand experiences to inspire the whisky community Showcases inspiration behind whisky expressions, product packaging and whisky cocktails CREATIVE EXPLORATION COLLABORATIONS & REVIEW Highlights artist collaborations to introduce whisky segments and outline whisky taste and texture WHISKY IN CONVERSATION Leverages YouTube to hold conversations around similarities between pioneers across industries and the Macallan philosophy PRODUCT INFORMATION Narrates product details through educational nuances informing about the history of the whisky, the age statement, the cask used, building brand transparency HISTORY Highlights the Macallan whisky making process and their vision of sustainability and nurture driving the brand legacy through communication

BRAND SPACE: THE CREATOR BRAND USER BRAND TONALITY Kavalan focuses on establishing itself in the international markets by introducing unique-tasting whisky, taking an informational approach characterized by the willingness to explore new territories. Young, curious and open-minded whisky drinkers who value innovation, taste exploration and unique flavor experiences Vibrant, Tropical, exploratory SOCIAL MEDIA PRESENCE Communication is product-first and highlights value-based uses of whisky as a drink No YouTube presence was noticed CONTENT OFFERING Product based informational content to develop an transactional understanding of brand offerings. DRIVING EXPLORATION Ideas on whisky cocktails and mixology to inspire whisky drinkers to experiment and explore tastes PROPOGATING COMMUNITY CULTURAL ASSOCIATION cocktails and mixology to inspire whisky drinkers to experiment and explore tastes PROPOGATING COMMUNITY CULTURAL ASSOCIATION Information around store launches and brand accomplishments to showcase brand growth and drive brand trust in the whisky community Product heavy communication highlighting offerings and complimentary packaging PRODUCT AS THE HERO Products are occasionally married into the Taiwanese culture to drive impact among users BRAND MOUTHPIECE Offering online tasting meets to nurture brand community

When it comes to the overall presence, our peers have been able to occupy a distinct position… Kavalan is more informationally inviting in nature. Highlighting a few cultural associations, it encourages the whisky community to be experimental with their taste platter. However, it has a catalogue-type approach to content. Macallan is a storyteller acting like a timeless portal to the world of whisky. Demonstration of legacy, strong expertise and traditional values is the core of the brand DNA. An Indian brand gone global, Amrut has a cluttered space marrying all its offerings under a single umbrella with a product-first approach. HERITAGE ORIENTED PRODUCT ORIENTED

Reviewing how Rampur Single Malt is delivering value in the space…

HITS PRODUCT INFORMATION Currently, the social platforms highlight product, flavor notes and transactional information for the audience. LEANING INTO THE WHISKY COMMUNITY Reposts from whisky enthusiasts helps highlight reviews and individual tasting experiences propagating brand recognition BRAND CREDIBILITY Highlights on brand tasting events and accomplishments and accolades to strengthen brand trust among audience

UNEXPLORED OPPORTUNITIES While Rampur has tried Mixology collaborations, we still have not optimized on encouraging users to explore OUR world of whisky that could help add value to our relationship with the consumers ENHANCE EXPLORATION OPTIMISING ON EXPERIENCE Leveraging visual imagery that reflects the premium experience provided by the brand while also providing an escape to a world of all things Rampur Product skewed presence gives a catalogue-type essence. Shifting the narrative scales to talk more about the story of the product would help build brand resonance UNDEFINED NARRATIVE Facilitating new age digital environments to reach a wider audience could help establish brand in the international market FURTHERING REACH new age digital environments to reach a wider audience could help establish brand in the international market FURTHERING REACH While there are layers to our communication space, there is a missing overarching guiding thought stemming from the traditional roots highlighting the Indian lineage. This would help combine these fragmented puzzle pieces to introduce the Indian and mainly Rampur’s canvas to the world

Therefore, the learnings and opportunities… Our peers have established distinct brand roles among their audiences looking to add value in the consumers’ lives through their communication. While Macallan leads by status and lineage, Kavalan leads by information around products Thus, establishing a brand role stemming from the traditional roots of Rampur, providing users a window into a rich culture legacy will be the road to an ownable and distinguishable narrative. Established brand voice and tonality has been helping our peers to appeal to key audiences furthering their individual brand associations. Being clear on defining our key audience for the international market creates opportunities to own the diffused space. For a Rampur Whisky user, we are looking at a segment intrigued with the quaint Indian culture and inspired by the spirit of whisky For a Rampur Whisky user, we are looking at a segment intrigued with the quaint Indian culture and inspired by the spirit of whisky Our peers are providing their users with digital experiences that go beyond the utilitarian and transactional purpose inspiring their audience to explore and educating the whisky community With our target audience residing internationally, it becomes crucial for us to introduce a digital bridge that helps strengthen brand association and further nurtures a deep bond with Rampur