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By: Bill Ferguson 12/7/11

By: Bill Ferguson 12/7/11. Overview. Total U.S. Sales for alcoholic beverages is $15,075,290,000 Bourbon accounts for $347,856,000 Jack Daniels accounts for $104,862,000 In the store audits conducted there was 146 different SKUs

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By: Bill Ferguson 12/7/11

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  1. By: Bill Ferguson 12/7/11

  2. Overview • Total U.S. Sales for alcoholic beverages is $15,075,290,000 • Bourbon accounts for $347,856,000 • Jack Daniels accounts for $104,862,000 • In the store audits conducted there was 146 different SKUs • In the store audited there was 0 private labels • Jack Daniels was dominated accounting for 17 different SKUs • Jack Daniels also leads the number of facings with 43

  3. Overview • Main retailers are Liquor World, Walmart, and West Siloam • Prevalent Brands • Jack Daniels • Jim Beam • Evan Williams • Maker’s Mark • Old Charter

  4. Demographics • Bourbon is consumed by mainly higher income households • If private label was to be introduced to this market it may capture • the lower income households

  5. Demographics • Households with 2 members are more likely to drink bourbon • Households with more than 2 members have children (to busy to drink)

  6. Demographics Bourbon is very popular in households w/o females Bourbon is highly enjoyed by older households as well

  7. Dominant Brands The dominant manufacture is Fortune Brands They make Jim Beam Which is lower cost than Jack Daniels therefore better GM

  8. Dominant Brands These brands have a high stocking rate due to the popularity of these 5 brands and the amount of sales

  9. Margins • Bourbon is a Cash Machine Category • B/c it has high Gross Margins and medium sales volume • It grosses over $340 million a year • Bourbon overall has wonderful Gross Margins • It has a great deal of shelf space • Jack Daniels accounts for over 100 million in sales • On average the top brands have very high gross margins

  10. Questions ?

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