On-Prem e Progra

ing

3 DISTINCT POS CATEGORIES

1
PURCHASE TO LOYALTY

ACTIVE FUNCTIONAL PROGRAMMABLE ENGAGEMENT DRIVERS

CONSIDERATION TO PURCHASE

2 AWARENESS DRIVING PRESENCE PIECES

AWARENESS TO CONSIDERATION

PASSIVE FUNDAMENTAL LEVERAGE-ABLE ITEMS

HAVING A DIFFERENTIATION AND A UNIQUE SELLING PROPOSITION IS MORE CRITICAL THAN EVER, AND GIVING CUSTOMERS A REASON BEYOND PRICE TO CONSUME YOUR BRAND... IS THE BIGGEST KEY TO GROWTH
Blake Rohrabaugh, Bar Louie Beverage Director

ABSOLUT INSIGHTS

Customized Cocktails: Patrons demand variety, customiza3on, and unique avor combina3ons. Young age groups, and highly auent respondents tend to be more willing to experiment. Infusion Confusion: Across the country, there is a movement toward infused spirits. This prepara3on can add depth of avor to any cocktail. Bartenders and mixologists are experimen3ng with avor and alcohol combina3ons. Culinary/Cra7ed Cocktails: Local and seasonal products oer unique avor experiences give consumers a sense of adventure. And it gives bartenders a plaGorm to perfect their craHs. Cocktails On Tap: Batched cocktails on tap are another growing phenomenon. Quick access to other types of alcohol beyond beer makes for a unique consumer experience. #17 on the Top 2013 Bartender Trends. Carbonated Cocktails: An innova3ve prepara3on trend. Drinks prepared with a handheld beverage carbonator have a dierence taste than s3ll versions, since the drink hits the palate in a unique way. Bartenders Choice: In terms of ar3stry and heritage, establishments are announcing on their menus which bartender created the cocktail.

ESTABLISMENTS

COCKTAILING

DECOR

TOOLS

FOODS

trend: MASON JARS

ENTERTAINING HOME BUSINESS LOCAVORE BARS

WHOS DOING WHAT?

ABSOlUT HANDCRAFTED

Cocktails Perfected

Mason Jar Trend done in an ABSOLUT way. The vessel helps to communicate a handcrafted messaging platform and encourages the Trade to showcase their craft.

Customizeable Bartender Sign

Signature Mason Glass

Back Bar Batch

Metal Lid Tray (serving -or- table theater)

Garnish Tray with Mason Pitcher

trend: CUSTOMIZATION

Culinary Cocktails (eg. fresh ingredients) are ranked #2 in the Top Cocktail Trends for 2013 in the Bartenders Survey.
National Restaurant Association, 2012.

MILLENNIALS FAVOR MAKE-IT-YOURSELF BARS - LIKE FROYO AND 16 HANDLES.

Coke Freestyle - Customization Coke Machine Its been called the fountain of the future, the most advanced soda machine ever.

COCKTAIL CUSTOMIZATION
M-I-Y (make it yourself) is a trend that draws consumers by giving them permission to add their own personalized stamp to what they consume. The experience allows for individuality as well as conversation and sharing. A little creative freedom yields big benefits. Vodka soda is one of the most popular cocktails, if not the most. Runner up would be Jack and Coke or rum and Coke.
DrinkSpirits.com | 16 July 2012

ABSOLUT SKINNY
SEASONAL REFRESH

Mirror/compacts credit card/lipstick holder

Table Tent

Garnish Caddy

Glassware

trend: CARBONIZATION

Carbonated cocktails are beginning to bubble up in bar.

Carbonation transforms the taste of old favorites, as the beverage physically hits the palate in a unique way. A charismatic bartender can create sparkling theater for patrons with a hand held carbonator.
(Source: MINTEL, On-Premise Alcohol Trends, 2012.)

Bartender, Cappy Sorentino is making a carbonated Corpse Reviver at the trendy SpoonBar Restaurant in San Franscisco in 2012.

CARBONATED COCKTAILS
Carbonated Cocktails are beginning to bubble up behind bars. This innovative trend starts with a classic cocktail and creates a different, unique taste by giving it a carbonated shot in the arm, so the drink physically hits the palate in a unique way.

ABSOlUT FIZz

Effervescent Cocktails

Create theater, intrigue and an exceptionally unique cocktail experience by adding a bubbly twist to any drink. A handheld beverage carbonator and a bartenders eagerness to dazzle are all that is needed to create an inspired experience with sparkling theater.

Funnel Stand

Soda Bottle Glorifier

Hand-Held Soda Siphon

Instructions/Order Form

Funnel Pitcher

Absolut Group Fizz

trend: FRESH/LOCAL

Some bartenders are using sous-vide machines to more efficiently infuse spirits with herbs and spices and to make boozy garnishes. The runaway hit at Soma Sushi in Houston has been the Somajito, a Mojito riff made with Bacardi rum infused with mint, sweet basil, kaffir lime leaf and lemongrass.
-FoodArts.com | 8 March 2012

67% OF BARTENDERS AGREE THAT SPECIALTY COCKTAILS ARE A GOOD WAY TO BUILD BUSINESS AND ATTRACT CUSTOMERS.

The Growing Locavore Movement: A Ripe Opportunity It is projected that locally grown, fresh foods will generate nearly $7 billion in sales in 2012
source: research conducted by the USDA Economic Research Service

fresh-fusion
Infusing cocktails with interesting fruit combinations, fresh, in-season berries, locally grown herbs and spices allows bartenders the opportunity to offer a culinary aspect to their craft. Consumers gravitate towards the fresh flavor aspects that infusions offer.

ABSOlUT infusion PODs

Flavor-Fresh Fusions

Transform big batch pitchers and shakers into culinary cocktails with a techie-tool that is trending across multiple categories. The simple addition of a flavor pod allows for creativity and intrigue for consumers and accounts alike.

Infusion POD & Muddler

ABSOlUT Fusion PODs

Recipes

Pitcher & Stir Rod

Peach and Thyme

Absolut peach, Fresh Peach and Thyme Pod

Absolut Citron and Fresh Lemon and Lavender Pod

Lemon and Lavender

Absolut Citron and Fresh orange and Cranberry Pod

CranOrange

Absolut Raspberri and Fresh Raspberry, Blueberry and Cranberry Pod

CranBerry

Absolut Berry Acai and Fresh Blackberry, Watermelon and Mint Pod

Blackberry, Melon and Mint

Absolut CherryKran and Fresh Apple and Cranberry Pod

CranApple

Bartop POD Dispenser

Clear Shaker Base

trend: PREMIUM SERVICE

The competition for patrons business is fierce. Local restaurants and drinking establishments are fighting for their fair share by offering theatrical experiences and fleeting, in-the-moment exclusivity, like Signature Cocktails.
(Source: Iconoculture, June 2012)

67% of Bartenders predict that Signature Regional Cocktails and Signature Cocktails will be hot for 2013; only 7% claimed these were yesterdays news.
(Source: NRA, Bartender Survey, 2012)

NEW In the LDA demographic, nearly one quarter of bar drinkers rely on a bartenders recommendation or a special to make their selection.
(Source: Mintel, On-Premise Alcohol Consumption Trends, 2012)

ELEVATED HOSPITALITY

The craft cocktail trend, credited with bringing back fresh ingredients and inspiring concoctions, has also raised expectations on the level of service provided by bartenders. Their ability to showcase themselves as convivial hosts, who set the tone for the bar with their creativity and passion, is a badge for them and a business driver for the account.

Customizable Table Tent

Customizable Back Bar Signage

Customizable Wall Sign

Bar Rail Cocktail Pedestal

Business Card Holder

iPad Docking Station & Bartender App

Offering a branded spirit outside of conventional applications, showcases the sophistication of both bartender and establishment.

trend: on tap
NRA, 2012.

TAP A TREND 59% of Bartenders predict that Cocktails on Tap will be a Hot Trend for 2013. The same group indicated that the trend was also new -- as only 3% claimed that Cocktails on Tap were a Perennial Favorite. LET OPERATORS MAKE A STATEMENT Its a statement, says Reza Esmaili of Long Bar & Bistro. When you choose to feature a particular spirit or liquor on tap, outside of conventional applications, its indicative of a house style. INTRIGUE PATRONS Patrons generally find the very act of dispensing a cocktail on tap an intriguing novelty, [Bartender] Almy said. Most people are not familiar with it, so its a great, amazing talking point. People are like, Cocktail on tap? Whats that? I say, Heres a tap handle. I pull it.

COCKTAILS ON Tap
Small boutique spirit brands are beginning to realize the potential to this hot trend. Not only do big batch cocktails served on tap create visual interest and consumer novelty at the last 3 feet, it also allows for speed to service and depletions for the account. By offering a particular spirit outside of conventional applications, it showcases both bartender and account as trendsetters.

ABSOlUT
On Tap

This unique way to dispense and consume both spirit and cocktails can set Absolut as the category leader at the forefront of this emerging trend. With multiple serving formats, the idea can come to life tailored for premier accounts and pave the way for great depletions.