This proposal outlines a plan to introduce Spring44 American craft spirits to multiple venues at the Fountainbleau hotel. It involves distributing Spring44 vodka, honey vodka, and gin products at glow bar, hakkasan, gotham steak house, la cote, bleau bar, and scarpetta. The proposal details unique activation elements and serving suggestions tailored for each venue to drive trial and repeat purchases. These elements include tastings, education for bartending staff, menu integration, and incentives. The proposal expresses Spring44's commitment to working closely with each venue and spending funds monthly to support the program over the long term.

1. proposal
prepared
fountainbleau hotel 05- 25 - 12

2. executive summary
Spring44 American craft spirits offer a unique opportunity to
incrementally grow Fountainbleau’s liquor sales by:
> Appealing to consumers who seek high-quality craft spirits
made in America as alternatives to macro, imported-brands.
> Satisfying consumers’ interest in experimentation (trying new things).
> Providing bartender staff w/ more interesting product stories
to share with customers which provokes purchase.
Spring44 spirits are made with natural artesian spring water
and offer unique flavor profiles that lend themselves to creative
cocktail ideas for your consumers.
The best opportunity for success at the Fountainbleau is a venue
specific approach that is narrow in scope and calls for key activation
elements to help drive not only trial but also repeat purchase.
We would like to build a back half plan that can lead to a FY 2013
plan based upon successful implementation on 2012 elements.

3. 5x
distilled
s44 vodka american
grown
grain
colorado rocky mountain
artesian springwater
makesthe smoothestvodka
intheworld.
virgin
coconut
husk
carbon
“i seriously likethis bouquet.
best domesticvodka i’ve had...”
f. paul pacult
spirit journal
u.s.
grown
botanicals
triple gold medalawardwinner
2011 microliquor spirit awards competition
the
H2O
best

4. 5x
distilled
s44 honey vodka american
grown
grain
colorado rocky mountain
artesian springwater
makesthe smoothestvodka
intheworld.
virgin
coconut
husk
carbon
“it’s nottoo
annoyingly flavored.”
random guy at the
telluride blues & brews festival u.s.
grown
botanicals
triple gold medalawardwinner
2011 microliquor spirit awards competition
the
H2O
best

5. 5x
distilled
s44 gin american
grown
grain
colorado rocky mountain
artesian springwater
makesthe smoothest gin
intheworld.
virgin
coconut
husk
“the use of rocky mountain spring
water impartsa surprising
carbon
smoothnessand crispness of flavor
that tastes good on its own or mixed
inany classic gin drink.”
mat dinsmore
the coloradoan u.s.
grown
botanicals
triple gold medalawardwinner
2011 microliquor spirit awards competition
the
H2O
best

6. fountainbleau proposal overview
product distribution activation elements
spendback
education
s44 vodka
s44 honey
incentive
options
service
s44 gin
bottle
vodka
menu
staff
staff
s44
venue
glow bar x x x x x x
hakkasan x x x x x
gotham x x x x x x
lacote x x x x
bleau bar x x x x x
scarpetta x
liv
arkadia
> Plan is venue specific and includes activation elements to ensure success
> Arkadia & Liv venues are not being considered at this time
> Primary focus on Honey Vodka and Gin, with minimal Vodka exposure

7. glow bar
Distribution SKU’s: Honey Vodka, Gin
Serving Suggestions: Honey Lemonade / Pool side Gin & Tonic Interactive
Activation Details:
> S44 to provide monthly poolside tastings / Gin & Tonic Bar
> S44 brand ambassador to offer customized education for staff
> S44 to develop a 3 month server incentive.
Weekly, monthly, and grand prize winners.
> Customized S44 Honey drink menu / mixer offerings to support
cabana bottle service
> Poolside Interactive Gin & Tonic bar hosted by S44 Brand Ambassador
Strategic Rationale: S44 Gin & Honey offers FB opportunity to develop
and serve unique poolside cocktails as a point of difference.

8. hakkasan
Distribution SKU’s: Gin, possibly Honey Vodka
Serving Suggestions: Gin & Tonic Tableside Service
Activation Details:
> S44 Brand ambassador to offer customized education for staff
> S44 to provide Bar staff with spend back account to support brand
> Aggressive staff incentive to promote the brand
Strategic Rationale: S44 Gin flavor profile works really well with Cantonese flavors.
Would incorporate flavor profiles with bitters, syrups
or tincture that work with the cuisine.

9. gotham steak house
Distribution SKU’s: Vodka, Honey Vodka, Gin
Serving Suggestions: Honey opportunity, Beer cocktail recipes
Activation Details:
> S44 Brand ambassador to offer customized education to staff
> S44 to provide Bar staff with spend back account to support brand
> S44 to work with staff to develop a series of customized menu offerings.
Ideas include:
– a series of traditional cocktail recipes (steakhouse style mule - with the copper mug, etc)
– a series beer cocktail recipes
> Possible incentive for bar staff and wait staff should be included
Strategic Rationale: S44 Craft American cocktails offer the perfect pairings
for traditional American Steakhouse fare.

10. la cote
Distribution SKU’s: Vodka, Honey Vodka, Gin
Serving Suggestions: Gin and / or Honey menu opportunity
Activation Details:
> S44 Brand ambassador to offer customized education to staff
> S44 to provide Bar staff with spend back account to support brand
> S44 to work closely with bar staff to target Vodka to Gin conversion strategy
> S44 Brand ambassador to work closely with bar staff to develop menu parings
Strategic Rationale: S44 spirits offer interesting alternatives to imported premium
spirits. We have the unique ability to partner with the venue
and develop customized drink suggestions to compliment
menu offerings.

11. bleau bar
Distribution SKU’s: Vodka, Honey Vodka, Gin
Serving Suggestions: Gin cocktails to encourage vodka conversions / Honey shots?
Activation Details:
> S44 Brand ambassador to offer customized education to staff
> S44 to provide Bar staff with spend back account to support brand
> S44 to work closely with bar staff to target Vodka to Gin conversion strategy
> S44 Brand ambassador to work closely with bar staff to develop menu parings
Strategic Rationale: S44 spirits offer interesting alternatives to imported premium
spirits. We have the unique ability to partner with the venue
and develop customized drink suggestions to compliment
menu offerings.

12. scarpetta
Distribution SKU’s: Gin
Serving Suggestions: Simple classic cocktails
Activation Details:
> S44 Brand ambassador to develop staff education opportunities
> S44 will develop simple drink options for the venue
> S44 to provide Bar staff with spend back account to support brand
Strategic Rationale: Although venue has primarily a wine focus, there is still a group
of customers looking for classic American cocktails.

13. summary
S44 offers products that can be truly incremental to current market
offerings, and can help drive category growth for Fountainbleau
S44 is committed to an activation program that is unique
and custom tailored by venue to ensure overall success
of the brand at Fountainbleau
S44 will spend back $____ per month to support
the various venues
S44 will need rough estimates from Fountainbleau of anticipated case
volumes to assist with procurement & production planning
S44 is committed to working with Fountainbleau in developing
a long term relationship to help foster American craft spirits
growth & S44 brand development
In addition, S44 to offer a Mark Messier appearance to be
used at hotel’s discretion for a mutually agreed upon event