F15 JACK DANIEL’S FOB GIFT CONCEPTS

Gift packaging works to help support the brand in 3 major areas

Brand building Reinforcing JD’s Premium credentials Product/brand story knowledge Loyalty Interaction and experience with JD Volume driver during key selling periods

In-store Increasing visibility & presence in store Providing competitive edge to sway decision

at point of purchase Driving frequency of purchase Drives trial and provides retention incentive

Consumer Driving frequency of occasion Aiding occasion based drinking (eg -

Lynchburg Lemonade) Deepens interaction & affinity with brand Brand icon as a badge

DETAILS CHANNELS AND TIMING STRATEGIC IMPERATIVES

Name Status Type Description Consumer pricing

guidance

Key Channels Themes/Seasonality

Role Differentiate

from

competition

Ability to up charge

Year

round availability

SingleTin 70cl

2nd in a 3 year series

‘Our Provenance’

Value added

Tin series celebrating Our

ProvenanceGunmetal grey

copy on black body,

Naked bottle price. Cost recovery if

market conditions allow

- Modern Trade- Traditional Trade

- Holiday -Gifting- Volume driver-- Collectability

DoubleTin 70cl

2nd in a 3 year series

‘Our Provenance’

Gift with purchase

Gunmetal grey copy on black body,

contains 2 JD proprietary

tumblers with swing/cartouche

embossed branding

Partial to full cost recovery if

market conditions allow

- Modern Trade-- Specialty Liquor

- Holiday -Gifting- Build brand affinity-- Collectability

2 GlassCarton 70cl

Repeat of F14 design,

but with embossed glasses (swing

cartouche logo)

Gift with Purchase

Vat dyed premium carton. No plastic window, bottle & glass shaped cut outs in front panel

Partial to full cost recovery if

market conditions allow

- Modern Trade- Traditional Trade

- Holiday -Gifting- Volume driver - Brand building affinity

Carton 70cl

Repeat of F14 design

Value added,

EverydayGift

Cameo of Mr. Jack with story on side

panel. ‘Bellow’ closure with inside

flooded black

Naked bottle price. Cost recovery if

market conditions allow

- Modern Trade- Traditional Trade

- Holiday/Year round

- Gifting-Volume driver- Brand building affinity

GJ gift carton 70cl

NEW Value added,

Everyday gift

Vat dyed board with die cut bottle reveal window. Inside flooded orange to enhance on shelf appearance

Naked bottle price. Partial to full cost recovery if market conditions allow

- Modern Trade- Specialty Liquor

-Holiday-- Year round

- Gifting- Brand build affinity

GJ gift carton with 2 glasses

NEWGlasses

embossed with ‘Order

of Gentlemen’

logo

Gift with purchase

Vat dyed board with die cut bottle

reveal window. Inside flooded

orange to enhance on shelf

appearance

- Modern Trade- Specialty Liquor

- Holiday/ - Gifting Build brand affinity-Self reward

GLOBAL JD FOB GIFTING F15

DETAILS CHANNELS AND TIMING STRATEGIC IMPERATIVES

Name Status Type Description Consumer pricing

guidance

Key Channels

Themes/Seasonali

ty

Role Differentiate

from competition

Ability to up

charge

Year roun

d availability

JDSB 2 glass

carton pack

NEW Gift with purchas

e

Vat dyed board with bottle &

glass shaped cut outs.

Inside flooded gold.

Proprietary JDSB glasses

Partial to full cost recovery if

market conditions allow

- Modern Trade-- Specialty Liquor

- Holiday -Gifting- Build brand affinity-- Collectability

JDTH 2 shot glass

carton 70cl

NEW Value added

Work in progress, image for

placement only .Proprietary JDTH

shot glasses

This pack should not be

considered if market

conditions do not allow for upcharge cost

recovery

- Modern Trade- Traditional Trade

- Holiday - Gifting-Volume driver- Brand building affinity

JDTH Carton 70cl

NEW Value added

Work in progress, image for

placement only

Naked bottle price. Cost recovery if

market conditions allow

- Modern Trade- Traditional Trade

- Holiday/Year round

- Gifting-Volume driver- Brand building affinity

GLOBAL JD FOB GIFTING F15

REGIONAL (PRAGUE) JD FOB GIFTING F15DETAILS LOCATION AND TIMING STRATEGIC IMPERATIVES

Name Status Type Description

Consumer pricing guidance

Key Channels Themes/Seasonality

Role Differentiate from competition

Ability to upcharge

Year round availability

LL Mug Pack, 70cl

Upgraded F14 pack

with vat dyed board & die cut windows (no plastic window)

Gift with purchase

Carton with proprietary LL

mugs, including branded lids

Full cost recovery if

market conditions allow

- Modern Trade-Traditional Trade

- Summer - Promote Mixibility- Gifting - Build Brand Affinity

50 cl poker set

pack

Upgraded F14 pack

with vat dyed board & die cut windows (no plastic window)

Gift with purchase

Cards & chips in self contained tin for permanent keepsake

Full cost recovery if market conditions allow

-Traditional Trade-Modern Trade-Convenience

- Holiday - Gifting- Build affinity-Self Reward-- Trial

Guitar case carton, 70cl

NEW Gift with purchase

Leatherette velvet lined carry case with screw on acrylic guitar head bottle stopper

Partial to full cost recovery if market conditions allow

-Modern Trade-- Specialty Liquor

Music -Gifting-- Self reward-Build Brand Affinity- Endorse Music platform

SB Carton NEW Value added

Concept is in development, image is for placement only

Naked bottle price, or cost recovery if market conditions allow

-Modern Trade-- Specialty Liquor

-- Holiday - Gifting Build brand affinity-Self reward

JD FOB Wooden box, 70cl’s

Repeat of F14

Value added

MDF board with Perspex window & mirror. Metal fixtures with leather handle

Partial cost recovery if market conditions allow

- Specialty Liquor

-Holiday-- Year round

-- Gifting-- Self indulgence