CONTENTSBRAND CONCEPT AND POSITIONING

INDUSTRY SITUATION

PARTNERSHIP WITH STORES MARKETING & COMMUNICATION MIX

BRAND CONCEPT & POSITIONING

SPARKLING WINE COCKTAILTHE PRODUCT

5.5% ABV

LOWER CALORIES

BRAND SUPPORT

COMPETITIVE PRICE

DESIGNER ALUMINIUM BOTTLE

RING PULL CAP

330MLBRILLIANTLY BLENDING SPARKLING FRUIT WINE WITH EXOTIC ALL-NATURAL FRUIT FLAVOURS, IBIZA ICE’S VIBRANT AND REFRESHING

SPARKLING COCKTAILS PERFECTLY SUIT ANY OCCASION.

BRAND CONCEPT

LIGHTLY SPARKLING AND PERFECT FOR BOTH

CELEBRATION AND RELAXATION, IBIZA ICE’S LIGHT AND

FRUITY EASY-TO-DRINK BLENDS ARE IDEAL FOR TODAY’S

DRINKS MARKET, NATURALLY APPEALING TO PREMIUM

CIDER AND WINE LOVERS ALIKE.

IBIZA ICE IS A VIBRANT AND LUSH SPARKLING FRUIT

WINE COCKTAIL.

LOWER IN CALORIES AND ALCOHOL, IBIZA ICE IS LIGHT AND DELICIOUS, APPEALING TO A VERSATILE AND INCREASINGLY CONSCIENTIOUS DRINKS MARKET.

Proudly made with honest, natural ingredients, and lighter in both calories and alcohol, Ibiza Ice is perfect for an increasingly health-conscious yet adventurous market.

A carefully blended mix of sparkling fruit wine and lush, exotic fruit flavours gives Ibiza Ice an innovative point of difference.

EXOTIC FLAVOURS & INGREDIENTS

100% NATURAL GOODNESS

CONVENIENCE OF PACKAGING Ideal for both celebration and relaxation, Ibiza Ice’s sleek aluminium bottle and easy-to-open ring pull cap perfectly suit any occasion.

IDENTITY

USAGE SITUATIONS

Similar to prosecco and spritzers, Ibiza Ice is light and refreshing,

easily enjoyed any time, all year round.

A streamlined stay-cool aluminium bottle allows Ibiza Ice to be

quickly and easily enjoyed no matter the location, and an easy-to-

use ring pull cap lends Ibiza Ice a sense of celebration and

excitement.

Its fruity sparkling blends make for a perfect accompaniment to a

boozy brunch, dinner party, outdoor festival, house party, and

anything in between.

Ibiza Ice’s lower alcohol and calorie content allows drinkers to

enjoy themselves with an exotic, refreshing cocktail without

worrying about over-indulging.

POSITIONINGPRIMARY: 20-30 YEAR OLD FEMALES AND MALES

Our primary target market is the 20-30 year old demographic. Frequent and active users of social media, this demographic is adventurous and always looking for something new – making them much more likely to try innovative new trends like Ibiza Ice as opposed to older, more traditional drinkers.

SECONDARY: 25-45 YEAR OLD FEMALES

As the broader market becomes increasingly health-conscious, this demographic in particular seeks out lower-calorie, lighter options. Completely natural and lower in calories and alcohol than the equivalent glass of wine, Ibiza Ice fills this gap perfectly, suiting any occasion from brunch to dinner party and happy hour.

TERTIARY: PARTIERS AND CLUBBERS

Fun and outgoing, this demographic is keenly attuned to the wider music and party culture, and will identify with the glamorous excitement associated with Ibiza. Ibiza Ice’s fashionable designer bottles will appeal to this demographic, and its lower alcohol content and refreshing taste makes it the perfect drink to kick-start a night out.

INDUSTRY SITUATION

PROVEN SUCCESSWith lots of success in the UK, Ibiza Ice is now also going into Tescos, one of the largest supermarket chains in the UK.

Ibiza Ice has taken the German market by storm: just 6 months after an initial 300-store trial in REWE, Germany’s second-largest supermarket chain, Ibiza Ice has more than tripled its distribution, rolling out into 1,100 REWE locations on both the ambient and chilled fixtures.

Ibiza Ice is even making waves as far afield as Asia, with listings in over 400 Wal-Mart superstores in China as well as prominent listings at Shinsegae, South Korea’s largest department store chain.

INTERNATIONAL

DISTRIBUTION

ON-TRADEIbiza Ice has enjoyed considerable success and recognition in the on-trade, with sold-out turns at several summer festivals as well as prominent listings and events at the likes of Studio 338 & The Egg, – demonstrating the wide versatility and popularity of Ibiza Ice’s sparkling blends.

INDUSTRY SITUATIONSparkling wine has exploded onto the scene over the past few years, with on-trade sales alone skyrocketing by

83% in 2014 (The Drinks Business, 2015). From prosecco-fuelled brunches to bottle-popping celebrations,

consumers are increasingly finding reasons to regularly enjoy bubbly and sparkling wine cocktails. Light and

fruity blends like prosecco and spritzers are proving popular year round, and customers are increasingly

reaching for unique, easy-drinking options.

Fruit wine is simultaneously increasing market share, providing an easy-to-drink entry point into the category for

millenials accustomed to popular fruit ciders and RTD blends. Fruit wine comprised 19.6% of total alcohol, wine

and spirits sales in 2014, with industry insiders pegging it as a trend to watch (Harpers, 2014).

Mintel have noted that a quarter of consumers currently consider calorie content when selecting an alcoholic

drink, with females and under-35s being particularly calorie conscious. All age groups also broadly agree that

ABV should be more clearly visible on drinks packaging (Mintel 2015). An increasingly health-conscious

mainstream will continue gravitating towards clearly labelled, light and healthier drinks choices as alcohol

labelling requirements come under increasing scrutiny.

COMPETITORSCOMPETITORS

Unlike many competitors, Ibiza Ice is lovingly crafted with completely honest, natural ingredients: sparkling fruit wine and exotic fruit flavours

Proudly lower in calories, with an ABV of 5.5%

Perfectly blends the sparkling wine, fruit cider, and RTD market with a sophisticated and fashionable new drink

Complete honesty with all our ingredients and calories as stated on the bottle

ACTIVITY IN THE UK WITH IBIZA ICE

IBIZA ICE + UK STORES Easy-to-drink, low calorie, and refreshing, Ibiza Ice appeals to a broad range of Irish consumers. Capitalising on the success of sparkling wine and flavoured fruit ciders, we will further draw in a versatile range of consumers seeking new and innovative drinks experiences, while also appealing to those seeking lower-calorie, natural options.

INNOVATION IN THE RTD CATEGORY

EXPERIENTIAL MARKETING

Our premium designer bottles will be branded with exciting giveaways and competitions, with customers able to simply pull the ring-pull cap to reveal their result. We will be giving away luxurious summer and winter holidays, reinforcing the versatile year-round nature of Ibiza Ice, and engaging directly with potential customers through social and digital marketing, directing them to purchase the drink at key stores to take part in these competitions.

LISTING SUPPORTWe are committed to supporting our listing with regular promotional and in-store sampling activity. Ibiza Ice is affordable, lower than competitors such as flavoured cider and other RTD bottles, enticing new customers to try the product. We engage with potential UK customers further with eye-catching point of sale materials and regular promotions on the range, increasing further footfall in the RTD aisle through dedicated social media promotions, PR and SEO-driven digital marketing.

• Premium, designer aluminium packaging • Competitive price • Brand visibility: combines two burgeoning categories (fruit cider and

sparkling fruit wine) and attracts new customers to the RTD aisle • Perfect on-the-go purchase, with no bottle opener required and no

hassle of glass • Regular promotional prices, competitions, and in-store tastings to

further shift stock

POSITIONING IN THE UK

MARKETING & COMMS MIX

Social media marketing: Ibiza Ice positioned as a content creator and innovator across all social channels, engaging consumers to identify with the brand Engaging key opinion leaders, journalists, and bloggers to direct customers to key stores via a widespread array of PR, social media, and targeted digital marketing Maintain our successful celebrity and DJ sponsorships around the UK as well as secure new promotional opportunities Pop-ups, festivals, event sponsorships, and unique collaborations with other brands Outdoor marketing and billboards, positioned near any of the key stores Ibiza Ice is stocked in. Direct engagement with Irish consumers through giveaways and promotions

PR – EXPERIENTIAL – ONLINE – OUTDOOR – SPONSORSHIPS

UK MARKETING OBJECTIVES

CELEBRITY SPONSORSHIP Engaging several high profile celebrities to endorse Ibiza Ice in events and through

social media posts, with articles to be published in the likes of the Mail Online and similar celebrity news sources referencing Ibiza Ice’s availability in stores and online.

DJ SPONSORSHIP We will be flying journalists for an all expenses paid trip to Ibiza to enjoy an authentic

and luxurious Ibiza Ice experience. This will co-occur alongside a series of upcoming DJs supporting Ibiza Ice through sponsored tours, resulting in increased brand awareness and vibrant social media and digital content, driving interest to key online websites.

All press coverage will reference availability within key stores and online where Ibiza Ice is stocked.

PR ACTIVITY IN THE UK

Ibiza Ice has sponsored and sold out at the likes of SW4 and The Social Festival, with further shows, partnerships, and events to be announced later this year, bringing brand awareness to a wider sector of the market.

Ibiza Ice has enjoyed great success in London’s finest house clubs and bars. It was the number one selling wine drink in the world-famous Studio 338 over the past year, and Ibiza Ice regularly hosts parties and DJs at an array of venues only set to expand through 2016.

With the widespread popularity and success of pop-ups and collaboration opportunities with other brands, Ibiza Ice will be directly engaging customers in a variety of unique venues across London and the wider UK, ensuring versatile brand exposure to a wide target market!

SPONSORSHIP OF EVENTS

ON-TRADE SUCCESS

POP UPS AND COLLABORATIONS

EXPERIENTIAL ACTIVITY IN THE UK

DIGITAL ACTIVITYWith dedicated team regularly optimizing our campaigns and fine-

tuning our online targeting approach, we will ensure our metrics continue to exponentially expand over time. We endeavor to become one of the most accessible, social, and open alcohol brands on the internet. Facebook’s and Twitter’s growing sophisticated technologies allow Ibiza Ice to directly engage with a millenial audience, with SEO and targeted advertising allowing us to pinpoint customers to engage and build relationships with.

Our competitions will drive significant traffic to our social and digital platforms, which we will in turn direct towards stores Ibiza Ice is stocked in, both online and in-store. We will share vibrant, appealing content and giveaways that prompt users to interact and directly engage with Ibiza Ice as well as the key stores it is stocked in, firmly linking the two both in our marketing strategy as well as in the minds of customers who will immediately associate Ibiza Ice with those keys stores.

ONLINE STRATEGY

SEO BANNER ADS

ADVERTORIALS

SPONSORED CONTENT

COMPETITIONS

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SOCIAL MEDIATWITTER: 12.3K FOLLOWERS

FACEBOOK: 5K FOLLOWERS

INSTAGRAM: 5K FOLLOWERS

PARTNERS

F E S T I VA L

IBIZA ICESPARKLING FRUIT WINE COCKTAIL