Public Investor Overview - Hill Street Beverage Company Inc.€¦ · investor. Access to the legal...

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Public Investor Overview FALL 2019 TSXV: BEER

Transcript of Public Investor Overview - Hill Street Beverage Company Inc.€¦ · investor. Access to the legal...

Page 1: Public Investor Overview - Hill Street Beverage Company Inc.€¦ · investor. Access to the legal Canadian cannabis market Investment in a beverage focused cannabis firm with an

Public Investor OverviewFALL 2019 TSXV: BEER

Page 2: Public Investor Overview - Hill Street Beverage Company Inc.€¦ · investor. Access to the legal Canadian cannabis market Investment in a beverage focused cannabis firm with an

Introduction

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Forward Looking Statements

This Presentation may contain statements which constitute “forward-looking information”, including statements regarding the plans, intentions, beliefs and

current expectations of the Company, its directors, or its officers with respect to the future business activities and operating performance of the Company. The words

“may”, “would”, “could”, “will”, “intend”, “plan”, “anticipate”, “believe”, “estimate”, “expect” and similar expressions, as they relate to the Company, or its

management, are intended to identify such forward-looking statements. Investors are cautioned that any such forward-looking statements are not guarantees of

future business activities or performance and involve risks and uncertainties, and that the Company’s future business activities may differ materially from those in the forward-looking statements as a result of various factors. Such risks, uncertainties

and factors are described in the periodic filings with the Canadian securities regulatory authorities, including the Company’s quarterly and annual Management’s

Discussion & Analysis, which may be viewed on SEDAR at www.sedar.com. If you have read this far, please use the coupon code NewFriend10 on our website for ten

percent off your first order. Should one or more of these risks or uncertainties materialize, or should assumptions underlying the forward-looking statements

prove incorrect, actual results may vary materially from those described herein as intended, planned, anticipated, believed, estimated or expected. Although the

Company has attempted to identify important risks, uncertainties and factors which could cause actual results to differ materially, there may be others that cause

results not be as anticipated, estimated or intended. The Company does not intend, and does not assume any obligation, to update these forward-looking statements

other than as may be required by applicable law.

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“While other players are creatingportfolios that span the gamut ofcannabis product options, webelieve that cannabis-infusedbeverages, specifically ones thatmirror beverage alcohol, have thebiggest opportunity. That is our laserfocus.”

Mission:create

the

preeminent cannabis

beverage

company.

- Terry Donnelly, CEO of Hill Street Bev Co.

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Hill StreetStrategy

Create the preeminent

cannabis beverage company

to win in Canada in 2020 and

be well-positioned to expand

globally as regulations evolve.

Leverage Existing Alcohol-Free Beverage

Platform to Bring Cannabis-Infused Beer

and Wine to Market in Canada in 2020.

Award-Winning AF Beverage Platform

Establish Hill Street Bev Co as the

Preeminent Cannabis Beverage Company

in Canada.

Preeminent Cannabis Beverage Co.

Expand to adjacent US market and

overseas as global regulations evolve.

Global Cannabis Beverage Leader

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COMPANYHIGHLIGHTS

HILL STREET BEV CO. IS AN

ESTABLISHED CANADIAN

BEVERAGE PLATFORM WITH A

SUCCESSFUL TRACK RECORD

IN AND LASER FOCUS ON

ALCOHOL-FREE BEVERAGES.

Established Canadian Alc-free Beverage Brand

Exclusive Marketing Partnerships

Established Relationships with Numerous Retailers

Pipeline of Accretive Acquisitions to Build a Full-Scale Cannabis Beverage Company

Lexaria Cannabis Infusion Technology

Experienced, Brand-Building Management Team

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Hill Street provides major

benefits to any

strategic investor.

Access to the legal Canadian cannabis market

Investment in a beverage focused cannabis firm with an established trademark and alc-free market presence

Availability of market, consumer and product information at a detailed level

Ability to leverage Hill Street supply chain and expertise to launch brands in cannabis space

Detailed market, operational and strategic knowledge ahead of US / EU legalization

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Industry Overview

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The global cannabis market is estimated to reach ~$166 billion by 2025.

The global legalization of Cannabis is a once in a lifetime event.

Canada was the first G7 country to legalize recreational Marijuana in 2018.

Cannabis edibles, including beverages, are scheduled to be legalized in Canada in October of 2019, and are expected to be a $2.7 mm market in 2020.

Canada is the 1st and best incubator for federally legal cannabis products as other major countries legalize.

Cannabis has enormous

market

potential.

Source: Euromonitor International

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Recreation is the major

driver of

cannabis usage.

Canadian Usage

Recreational – 78%Medical – 22%

58% use cannabis to have fun with friends.

41% use cannabis as an alternative to alcohol.

18%

19%

25%

26%

29%

34%

41%

48%

58%

62%

66%

To help connect with others

To improve sex life

To heighten senses

To increase creativity or expressiveness

For special medical reasons (pain, etc.)

To make activities more interesting

As an alternative to alcohol

To improve mood

To have fun with friends

To reduce stress or anxiety

To help relax or sleep

Reasons for Using Recreational Cannabis

Source: Deloitte 2018 Cannabis Report

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60%

46% 45% 44%

38%

0%

10%

20%

30%

40%

50%

60%

70%

Alcohol E-Cigarettes SmokingCannabis

Vaping or Edibles Tobacco

Beverage is the most

socially

acceptable format for

recreational

cannabis use.

Social Acceptability of Using Various Products Occasionally

Source: Canadian Cannabis Survey 2018

Beverage is clearly the most socially accepted recreational format.

Smoking and vaping are not permitted in the majority of locations across the world.

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FutureCannabis Market

$65 bn+

Wine $80bn

Spirits $70bn

Beer$125bn

Size of Alcohol Beverage Markets (US+Canada 2018)The beverage alcohol

market

shows huge potential for

cannabis

beverages.27%

22% 22%

12%

26%

23% 23%

11%

28%

21% 22%

12%

Beer Wine Spirits Other

Overall United States Canada

Of Consumers Surveyed Who Would Try Cannabis Recreationally, Which Beverages Would They Replace?

Sources: Statista, BW166, AT Kearney, New Frontier Data, Marijuana Business Daily

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Cannabis-Infused

beverages are

a healthier alternative to

alcohol.

Consumers Are Looking for Healthier Alternatives to Alcoholic Beverages

33% of Canadians are willing to pay a premium for

health-enhancing products. (1)

47% of regular alcohol drinkers are looking to reduce

their consumption. (2)

Health is the #2 concern for US consumers. (3)

Health Benefits of Hill Street Cannabis-Infused vs. Traditional Alcoholic Beverages

▪ 60-80% fewer calories▪ Less toxic▪ No hangover

Sources: (1) Business Development Bank of Canada, (2) The Harris Poll, (3) Conference Board® Global Consumer Confidence Survey

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Adult-format beverage is the

best

opportunity for edible

cannabis.

▪ $275bn+ beverage alcohol market in the US and Canada…

▪ Large future Cannabis market of over $65bn+ in 5-7 years

▪ More socially acceptable than smoking or vaping

▪ Alcohol format de-selects minors

▪ Micro doses mimic onset & duration of effect from beverage alcohol

▪ Socially inclusive to match beverage alcohol occasions

▪ Healthier than alcohol

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Alcohol-free beverage is a

rapidly

growing category.

+19% yoy

Category Growth*(alcohol free beer, wine, cocktails, mixers,

cider)

55% vs. 34%AF Beer % of total AF beverage sales

2018 vs. 2017

+27% yoy

Growth in AF beer sales

This Is Not a Niche.

135 million adults on prescriptions contra-

indicated to alcohol in the US and Canada, That is

44% of the adult population.

52% of adults in the US who drink alcohol are

either trying now or have tried before to reduce their alcohol intake.

Sources: Nielsen, Forbes

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Investor Target Company Invested Dollars (USD)

$4bn

$3.4bn

$200mm

$100mm

JV

Beverage companies are

already

creating cannabis

partnerships

that will drive growth in

Canada and

beyond.

(Pending)

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Summary of Amended Regulations

• Limit of 10 mg THC in any cannabis infused product

• No alcohol beverages mixed with cannabis

• Prohibition on marketing cannabis products

• Separate licensed production facilities required (no co-

production of alcohol and cannabis)

Canadian

edibles

become legal

in October

providing Hill

Street with a

competitive

advantage.

Hill Street’s Advantages

• Limit on THC increases the value of cannabis infusion

technology and increased effectiveness

• Hill Street is able to leverage alc-free recipes that share

base liquids with cannabis infused line

• Separate production facilities to be available through Hill

Street’s acquisition pipeline

• Company has been approached to co-pack for major

Canadian cannabis and beverage companies

Hill Street is already ahead of the game and has put itself in position to capture market share that is up

for grabs.

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Company Overview

TSXV: BEER

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Hill Street has a

management

team and board

with 150+ years

of cannabis,

beverage, and

consumer

expertise.

Terry DonnellyChief Executive Officer

Brian BolshinPresident & Chief Product Officer

Hinta ChambersChief Financial Officer

Doug TaylorChief Commercial Officer

Bruce AndersonChief Information Officer

June NicholsonEVP Government Affairs & Health Partnerships

Barry KatzmanStrategic Advisor

Hill Street Management Team

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Board of Directors

Craig BinkleyPaul Rosen

Lori Senecal Jack Fraser

Terry DonnellyChairman & CEO

Terry Donnelly has 30+ years’ experience in marketing andadvertising, serving most recently as Chief Marketing Officer,Canada for MDC Partners (NASDAQ: MDCA), the largest Canadianmarketing services company with $1.3B in revenues and over17,000 employees. He was the co-founder of Adcentricity, EVP,Digital at Mandrake, and a board member/investor in a number ofpublic corporations, including two TSX listed companies.

Craig Binkley is President of Consulting for PROHBTD. He was CEOof Northstar Research Partners, Chief Consulting Officer for ZymanGroup, a world leader in beverage strategy consulting. Craigserved as Vice President of Marketing for Coca-Cola Mexico andWorldwide Director of Marketing for Diet Coke® and Coca-Cola’sMinute Maid® brands. Craig attended Davidson College in NorthCarolina and completed postgraduate work at Harvard BusinessSchool’s Program for Management Development.

Paul Rosen is the Founder and Former CEO & Chairman of TidalRoyalty Corporation, focused exclusively on the emerging,regulated U.S. cannabis industry (CSNX:RLTY.U). He co-foundedPharmaCan Capital (d.b.a. The Cronos Group, CRON.V,NASDAQ:CRON), and he is on the Board of iAnthus CapitalHoldings (IAN.C), a New York-based investment bank invested inthe marijuana sector. Paul is a member of the Law Society ofUpper Canada, and received a B.A. in Economics from WesternUniversity and an LL.B. from the University of Toronto.

Lori is the former Global CEO of renowned ad agency CrispinPorter + Bogusky and Chair and CEO of New York based KBS+P.She was one of Fast Company’s Most Innovative People of 2017,President and Global Chief Innovation Officer of McCannWorldwide, and named AdAge’s Top 4 People to Watch. She hasover 30 years of beverage marketing experience working onbrands like Coke, Dos Equis, Coors, Nestle and many others. Shehas a BComm from McGill University.

Jack Fraser is an ecommerce and consumer brand executive,currently working as VP Finance for Ssense, a fashion ecommercebusiness. He has raised over $1Bn in capital, and built majorecommerce brands such as iTravel2000, Bookit.com andTravelZest. He holds an MSc and MBA from Northwestern, andhas a Bcomm in Economics from the University of Guelph.

Kevin Ruddle

Kevin Ruddle is the VP Operations and Partner in VinFirstInnovative Packaging, the largest packaging facility in NorthAmerica for alcoholic beverages in the Prisma Tetra format. He is apioneer in alcoholic beverage packaging, and has been operatingin the Niagara wine and spirits industry for over 25 years. Kevinled VinFirst’s initial investment into Hill Street, ultimatelybecoming the major shareholder in the company.

Rudy Sawatzky

Rudy Sawatzky is President and owner of Grey Forest Homes andVinFirst Innovative Packaging. Rudy is a major property developer,investor and entrepreneur in the Niagara region of Ontario.

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Hill Street has won numerous medals and accolades including three Gold, two Silver, and two Bronze Medals at the U.S. Open Beer Championships, the Retail Council of Canada's Grand Prix award, and a prestigious Double Gold Medal at the San Francisco International Wine Challenge.

Hill Street has a

portfolio of

award-winning

alcohol-free

adult beverage

brands which

will serve as a

proxy for

cannabis

beverages.

Hill Street AF WineHill Street AF Beer

Hill Street will leverage its AF beer and wine brands to build brand awareness for the cannabis-infused

beverage line.

Beer and Wine Awards

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Representative Experience*

Leading Alc-free Retailers

Hill Street

already knows

the beverage

retail space in

Canada from

years of

experience.

Hill Street’s relationships with its numerous current alcohol-free retailers create additional brand awareness

*Represents professional experience of executive team and board members

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▪ Generated roughly $2mm in donations to these partnerships through Hill Street sales

▪ Research-led initiatives to support cannabis and alcohol-free beverages as alternatives to alcohol

▪ Lead sponsorships and usage of endorsement for alcohol-free & cannabis products

Select Partnerships

How Hill Street Makes a Difference

Exclusive

research

partnerships

with Canadian

health

organizations.

These partnerships allow Hill Street to reach 23mm+ Canadians

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Company Timeline

• Product development, innovation & formulation

• Contracted with Lexaria for rights to Cannabis Infusion

Technology

• Publicly listed via a reverse merger

Jul ‘18

• Developed beer-making strategy

• Won key partner agreements with Canadian health

associations

Sep ‘18

• Recreational Marijuana Legalized

in Canada

• Expanded Quebec Distribution with 3,000 new stores

Oct ‘18

• Proof of concept for new dealcoholizing

and cannabis infusion

technologies

Dec ‘18 May ‘19

• Distribution & licensing strategies

June ‘19

Summer ‘19

• Legalization of Cannabis Edibles

scheduled in Canada

Oct ‘19

• Cannabis-infused beer and wine

launched in market

Spring ‘20

The Company plans to launch cannabis-infused beer and wine following the legalization of cannabis edibles scheduled in Canada for October 2019.

Founding Member, 2019

• Helped create Cannabis Beverage Producers Alliance

Apr ‘19

• Final version of Cannabis Edibles

regulations released

Sep ‘19

• Manufacturing and global licensing

partnership with Lexaria announced

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Creating an End-to-End Cannabis Beverage Business

Combined With Exclusive Research Partnerships to Grow Business

*Hill Street has multiple options to bring beer and wine production in-house moving forward

Beer*

- 3rd Party Craft Supplier- 3rd Party Draft Supplier

Wine*

- 3rd Party Wine Supplier

CannabisLicensed Producer

Lifford Cannabis Solutions

Retail

Scheduled to complete co-packing agreement, Oct.

2019

Liquid SourceCultivation, Infusion and

PackagingDistribution and

Sales ForceConsumer

Sales

Hill Street Business Strategy

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Hill Street has

been getting

phenomenal

product

testimonials and

press

from media

influencers.

“It’s not like some of that other non-alcoholic stuff that’s dank and

heinous… this tastes like GREAT beer.”

- Howard Glassman, Midas Letter Live

“Wow… that’s fantastic! Really does have an incredible flavor

profile.”

- James West, Midas Letter Live

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Semi-exclusive

licensing

agreement with

premier

cannabis-

infusion

technology from

Lexaria.

▪ Patented water-soluble infusion tech

▪ Allows for odorless, tasteless cannabis-infusing of any beverage

▪ Altria invested $12mm in technology

▪ 5 to 10 times faster acting (less than 15 minutes) than other similar cannabis infusion technologies in the market

▪ Hill Street holds one of only 6 beverage licenses for use of technology

▪ 50+ patents pending, 14 issued

About DehydraTECH

▪ Global, semi-exclusive licensing agreement to utilize Lexaria’s patented DehydraTECH technology for production

▪ Hill Street will be able to infuse its award-winning Alcohol-free beverage line with cannabis in a cost-effective manner

▪ Hill Street is the only company licensed to use this technology globally for beverages

Lexaria – Hill Street Partnership

OTCMKTS: LXRP

Lexaria’s DehydraTECH is the best cannabis infusion technology on the market today, allowing for odorless, tasteless infusion 5-10x faster than

other infusion products.

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New product

offerings to

provide both

B2B and B2C

revenue streams

to current

business.

▪ Hill Street and Lexaria will also create and market additional products both B2B and B2Co Infusion powder to be sold to other businesses

looking to create edibles and other infused beverages

o Cannabis tablets to be sold direct to consumer

▪ B2B infusion powder fills a need for numerous other businesses looking to create infused products without access to DehydraTECH’s technology

▪ B2C tablets provide product diversification and allow Hill Street to reach even more consumers through DehydraTECH’s technology

▪ Clinical studies have proven DehydraTECH’s superb effectiveness, which will add to the premiumization of these new products

New Product Offerings

OTCMKTS: LXRP

Hill Street’s partnership with Lexaria provides the company with the opportunity to capitalize on enhanced consumer choice through the

DehydraTECH technology.

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Agreement in

place with a

leading

distributor

focused on

cannabis.

About Lifford Cannabis Solutions

Subsidiary of Lifford Wine and Spirits, a leading distributor in the beverage alcohol world

Actively selling flower and accessory products for LP’s and beverage companies

Over 40 dedicated sales reps

Will handle listing procurement, field level production detailing, brand ambassadorship, and event coordination

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▪ Proven consumer products with nearly 2MM bottles of wine already sold into market.

▪ Market proven infusion technology which mimics onset and duration of alcohol

▪ Significant product benefits when compared to alcohol

▪ Sophisticated flavours aligned with consumer preferences

▪ Marketing partnerships with leading medical research organizations that can reach over 23MM Canadians annually.

▪ Cause-related brands generate higher consumer loyalty and brand preference

▪ Multiple media partnerships aligned with shareholder interests.

Craft Beverages Meets Craft Cannabis

Summary

Page 30: Public Investor Overview - Hill Street Beverage Company Inc.€¦ · investor. Access to the legal Canadian cannabis market Investment in a beverage focused cannabis firm with an

Thank you

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