TABLE OF CONTENTS

EXECUTIVE SUMMARY ....................................................................................................................................... 2

INDUSTRY PROFILE ............................................................................................................................................. 2
COMPANY PROFILE ............................................................................................................................................. 2
SITUATION ANALYSIS ......................................................................................................................................... 3
GLOBAL SPIRITS INDUSTRY .............................................................................................................. 3
US ABSINTHE INDUSTRY .................................................................................................................... 3
COMPETATIVE ANALYSIS ................................................................................................................................. 3
GLOBAL SPIRITS INDUSTRY .............................................................................................................. 3
US ABSINTHE INDUSTRY .................................................................................................................... 4
SWOT ANALYSIS ..................................................................................................................................... 6
MARKET RESEARCH ............................................................................................................................................ 9
PRIMARY RESEARCH ............................................................................................................................ 9
SECONDARY RESEARCH ....................................................................................................................10
TARGET MARKET ...............................................................................................................................................11
DEMOGRAPHICS ..................................................................................................................................................11
PSYCHOGRAPHICS ..............................................................................................................................................12
SOCIODEMOGRAPHICS .....................................................................................................................................12
MEDIA STRATEGY ..............................................................................................................................................13
MESSAGE STRATEGY.........................................................................................................................................13
CREATIVE BRIEF .................................................................................................................................................14
INTEGRATED MARKETING COMMUNICATIONS PLAN .......................................................................15
SOCIAL MEDIA .....................................................................................................................................................19
EVENT MARKETING ..........................................................................................................................................22
PRINT .......................................................................................................................................................................24
POINT OF PURCHASE DISPLAYS...................................................................................................................25
BROADCAST MEDIA/PRODUCT PLACEMENT ........................................................................................26
CONCLUSION ........................................................................................................................................................26

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 Executive Summary

La Clandestine Global Brand Ambassador A. Moss (personal communication, April 13,

2011) stated that in a market like the United States, where over 70 absinthe brands are
now authorized for sale, marketing spending counts more than high quality. Unfortunately,
low ingredient costs allow some companies to spend maybe twice as much on marketing as
they do on the product. In comparison, La Clandestine will always be relatively clandestine
in communication and spending. The result is not having enough resources to explain the
category to the U.S. consumer.

“The main resource we have is ourselves, our time and our belief in our product. Helped by
the fact that many long-term absinthe drinkers love it and help us with word of mouth. So
the challenge is to find a way to communicate what the brand is about and to do so cost-
effectively.”

The following integrated marketing communications and advertising plan comprises

nationwide strategies to spread awareness about absinthe and the La Clandestine brand to
the U.S. market.

Industry Profile

Absinthe is a highly alcoholic beverage anise-flavored spirit made from herbs including
wormwood (Artemisia absinthium) from which the name is derived. Blanche absinthe
(referred to as la Bleue in Switzerland) is bottled directly following distillation and
reduction, and is clear. The more traditional verte absinthe (commonly referred to as the
"green fairy") begins as a blanche but is altered by a new mixture of herbs placed into the
clear distillate. Thujone, an ingredient found in wormwood is believed to be the cause of
reported hallucinations and the reason for many regulations.

Company Profile

La Clandestine absinthe is a blanche/la Bleue Swiss absinthe that was first launched In
2005, when the Swiss bans on absinthe were retracted. The U.S. approved version was later
released in 2008. Compared to other brands that reach up to 80% alcohol by volume, La
Clandestine has a lower alcohol content of 53% alcohol by volume. Most absinthes are
traditionally meant to be diluted with ice water poured over a sugar cube placed on a
slotted spoon on the rim of the glass; however, La Clandestine recommends using only ice
water which results in a milky oil-in-water emulsion called the louche (French for opaque).
La Clandestine chooses the finest of plants, distills batches in small proportions to ensure
quality and authenticity, and remains 100% natural with no artificial colors.

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 Situation Analysis

Global Spirits Industry

Although developed economies will have to contend with rising interest rates and ongoing
efforts to address high levels of public debt, rising wealth and improving labor markets
across North America and Europe should result in stronger demand for white spirits,
particularly vodka and whiskey. Demand for high quality premium and super-premium
brands was more resilient than expected in 2010, and this segment of the market should
recover more quickly and strongly than more standard brands from the upturn in 2011.
Spirits producers should be buoyed by a more supportive economic environment in 2012,
as the global economy approaches normal growth during the year. Over the next five years
through 2016, Global Spirits Manufacturing industry revenue will grow at an average
annual rate of 4.8% to be worth $119.1 billion (IBISWorld 2011).

U.S. Absinthe Industry

On July 25, 1912, the Department of Agriculture issued Food Inspection Decision 147,
which banned absinthe in America. In 2007, the Alcohol and Tobacco Tax and Trade
Bureau lifted the longstanding absinthe ban and has since approved many brands for sale
in the U.S. market. Although sage and sage oil (which can be up to 50% thujone) are on the
Food and Drug Administration's list of substances generally recognized as safe, absinthe
offered for sale in the United States must have thujone content less than 10 mg/kg.

Other restrictions focus on the labeling, branding, and advertising of absinthe. “Absinthe”
may not be used as the brand name or part of the brand name, because it would appear as a
class and type designation. The term “absinthe” also may not be the sole word on the label,
as it must be accompanied by additional information. The graphics and artwork on the
label, advertising, and point-of-purchase (POP) materials must not portray images of
hallucinogenic or mind-altering effects (Manfreda, 2007).

The U.S. absinthe industry is still in its growth phase, as it is trying to carve its section out
of the competitive spirits market. Companies established in the worldwide absinthe
market are being pressed to create a U.S. legal version that complies with U.S. regulations
while being comparable to thujone-included/pre-ban absinthe

Competitive Analysis

Global Spirits Industry

In the Global Spirits Manufacturing Industry, Scotch whiskey, Bourbon whiskey, and vodka
are expected to be the best performing spirits over the year, while the ongoing emergence
of cocktail culture in developed markets should support demand for liqueurs. Relatively
speaking, absinthe is such an anomaly that it competes under the “Other spirits” category.

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The following shows the market share for each category in the industry.

U.S. Absinthe Industry

Lucid has more popularity among U.S. consumers because it was the first brand of absinthe
approved for legal distribution since the ban of absinthe in 1912. Kübler follows directly
behind Lucid, as it was the second absinthe to be offered in the United States. While both
Lucid and Kübler started distribution in the U.S. in 2007, La Clandestine did not gain
approval until June 2008. Other favorites include Grande Absente, La Fée, Mata Hari,
Mansinthe, and Jade Nouvelle-Orléans. In comparison to La Clandestine, all competitive
brands mentioned, with the exception of Jade Nouvelle-Orléans, are offered at lower prices.

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The following measures the performance of three competing brands based on qualities of
absinthe most important to consumers.

Feature Analysis: La Clandestine versus Competitors

Based on Qualtrics.com Survey

According to the feature analysis, La Clandestine out performs Lucid and Kübler by
delivering in every category besides price, in which all three brands disappointed
consumers.

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 SWOT Analysis

Strengths

Strong Brand Image

La Clandestine displays a deep-rooted connection to its Swiss heritage which is said to be
the birthplace of absinthe. Its rich history gives the brand and the drink an authentic,
classy, and high-quality image.

High Repurchase Rate

Multiple surveys show that those who sampled La Clandestine were satisfied and have
intention to purchase the same brand, implying brand loyalty.

High Alcohol Content

La Clandestine absinthe contains 53% alcohol by volume, and is meant to be diluted with
ice water, so the high price per bottle is offset with longevity and numerous drinks.

Versatile
La Clandestine contains less alcohol by volume compared to other brands of absinthe, so it
can be drunk with water, water and sugar, as a cocktail, shot, or flamed (not
recommended).

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Weaknesses

Poor distribution
Absinthe as an entire product class is difficult to find at common bars, clubs, restaurants,
and liquor, grocery, and convenience stores. Consumers who are not determined to sample
absinthe will have no motivation to search for a product available in only a few brands at
specialty stores.

Misinformation
Because absinthe was illegal for almost 100 years and is rumored to be psychotropic,
consumers are hesitant and/or afraid to tap back into the traditions of the vintage drink.
Some are under the impression that absinthe is still illegal and are unaware that absinthe
has been legal and approved for distribution throughout the United States since 2007.

Highly Involved Product

Compared to other alcohol/spirits, absinthe has many different techniques for
consumption (proper and improper) and if consumers are not educated on how to extract
its optimal taste, they will not have a preference towards absinthe.

Pre-ban Enthusiasts
Legalized versions of absinthe do not contain thujone, so many consumers advocate that
they are not getting the true experience, especially in the U.S. market.

Opportunities

Spirits Industry Growth

Industry profitability is forecast to rise moderately in 2011 as an upturn in demand in key
markets results in stronger price growth, outpacing rises in input costs and wage growth
(IBISWorld, 2011).

Early Stage of Product Life Cycle

Absinthe in the United States is still in the introduction stage of its product life cycle, so La
Clandestine can still educate early adopters on the proper ways to drink absinthe and
attach accessory purchases (speciality slotted spoons, sugar cube bowls, fountains, and
carafes) to create the optimal drinking experience.

Channel marketing
Successful trade promotions would facilitate the wider distribution of La Clandestine
initially through specialty alcohol stores, bars, clubs, restaurants, and subsequently
liquor/convenience and grocery stores.

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Threats

Perceived Risk
Absinthe is sold at higher price points than most alcohol/spirits and may discourage
potential customers to sample it. Prices can range from approximately $7 for 50ml bottles
to $60 for 750ml bottles.

Established Competitive Brands

Absinthe falls under the spirits category with major players: Diageo Plc, making up 18.1%
of the market share; Pernod Ricard SA, with 7.8%; and Bacardi & Company Limited, making
up 4.5% of the market share.

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Product Substitutes
There are many close substitutes for spirits including sherry and port wines. Non-alcoholic
beverages can be considered less extreme competitors, and include bottled water, juices,
and soft drinks (IBISWorld, 2011).

Government Regulation
Strict FDA regulations prohibiting the use of thujone create a costly and elongated process
for getting new product lines approved.

Market Research

Objectives
• Understand the different segments of alcohol/spirits consumers
• Discover alcohol/spirits consumers' knowledge and perception of absinthe
• Determine which absinthe brands/experiences have shaped aforesaid perception

Primary Research

Facebook Questions and Casual Interviews

The polling feature of Facebook Questions and casual questioning in-person were used to
measure general awareness and consumption of absinthe and also popularity of individual
brands.

Key Findings
• Few respondents were aware of absinthe's existence
• Some believed absinthe to be illegal, psychotropic, hazardous, or unpleasant
• Most who have sampled absinthe cited the Grande Absente brand

Survey
An online survey on Qualtrics.com was developed to collect and analyze data. Because this
marketing and advertising plan is directed towards the United States, the survey was
limited to U.S. residents over the age of 21 who consume alcohol/spirits. Through email,
social networks, and personal contacts, a sample size of 150 respondents was reached.

Key Findings
• Respondents ages 21-25 and 35-54 were the heaviest users of alcohol/spirits
• Few have heard of absinthe or had the opportunity to access it
• Most cited availability as the reason for choosing their brand
• Those who sampled Grande Absente were likely to try absinthe again but unlikely to
choose the same brand

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Secondary Research

AbsintheDevil Survey
AbsintheDevil—U.S. based absintuear webstore offering historical reproductions and
modern examples of absinthe accessories—conducted a survey from late March to early
May 2010. The 174 respondents were mostly heavy users of absinthe from the
AbsintheDevil database and a sub-sample of consumers from the Wormwood Society,
America’s premier absinthe association.

Key Findings
• Top 3 absinthe brands with “have bought, will buy again” scores of over 90% were:
o Meadow of Love
o Nouvelle-Orléans
o La Clandestine
• Top absinthes by category based on “have bought, will buy again” were:
o American: Meadow of Love
o French: Nouvelle-Orléans
o Swiss: La Clandestine
o Verte: Meadow of Love
o Blanche: La Clandestine
• More than 90% of absinthe drinkers use the traditional ice/water way
• 95% drink absinthe at home while only 32% drink it in bars
• Most readily available absinthes are all outside the top 10 and are repurchased by
fewer than 60%

The Absinthe Review Network Survey

The Absinthe Review Network conducted a survey in the United States during February
and March of 2009. The 204 respondents were from the Absinthe Review Network,
Wormwood Society, Myspace, Facebook, Drink Up New York newsletter, Imbibe online,
Liquor Snob and several absinthe blogs including Absinthe Devil and Absinthe Drinkers.
Nouvelle-Orléans was launched shortly after the survey, so it was only included in sub-
sections.

Key Findings
• Top 3 absinthe brands
o Kübler
o La Clandestine
o Lucid and Duplais (tie)
• 71% drink absinthe with water and an optional sugar cube, 32% with water and ice, 17%
as part of a cocktail, 9% as a shot, and 5% flamed
• 93% drink absinthe at home, a friend’s home, or dorm rooms while only 29% cited bars
or restaurants
• Two blanches shared the lead ahead of the traditional verte
• More than 90% of purchasers of La Clandestine, Nouvelle-Orléans, and Vieux Pontarlier
would repurchase these brands. Only 24% of Grande Absente purchasers intend to buy it
again.

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 Summary of Research

Various categories, styles, and preparations of absinthe may satisfy a diverse group of
consumers if the differences were acknowledged. Because most drink absinthe the
traditional way, bars will not have to make complicated absinthe cocktails or create
shooting or flaming absinthes. Retailers/bars are missing the opportunity to satisfy a broad
market by stocking just a few absinthes unlikely to be repurchased and consequently
reducing demand. Grande Absente is one of the most widely distributed and sampled
brands in the U.S. but also a least favorite with a very low repurchase rate. Similar low
quality brands may damage the reputation, first impressions, and sales of absinthe in the
United States and are a threat to their own product class unless quality brands like La
Clandestine become associated with absinthe.

Target Market

U.S. Retailers of Alcohol/Spirits

The first target market includes specialty alcohol stores, bars, clubs, restaurants, and other
upscale members of the alcohol/spirits distribution channel in the United States. Retailers
are able to make La Clandestine available for consumers but question their return on
investment (ROI), additional advertising costs, and benefits when carrying more brands.

U.S. Consumers of Alcohol/Spirits

The second target market is middle to upper middle class Americans ages 25-to-54 who
consume alcohol/spirits and includes a broad number of demographics, psychographics,
and sociodemographics.

Demographics

Age
Per capita consumption of spirits is highest among ages 25-to-54.

Gender
Alcohol/spirits consumption is generally higher among men than women.

Household income
Greater disposable income allows consumers to purchase more discretionary products
including spirits. It can also serve to shift consumers from low-price to high-price premium
spirits. The level of disposable income is determined by macroeconomic factors such as
gross domestic product (GDP) per person and employment levels. Also, greater confidence
among consumers in the outlook of the economy stimulates higher consumption of
discretionary products.

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 Psychographics

Social trends
Cocktail consumption and increased social acceptance of alcohol consumption have led to
more people choosing to consume spirits in a social environment.

Personality
Consumers have used beverage choice to signal individuality or sophistication, leading to
increased consumption of premium products.

Attitudes toward alcohol/spirits consumption

Greater consciousness of the negative health and social effects of alcohol has been a
barrier to volume consumption growth. Greater awareness of the dangers of drunk driving
has also curbed consumption. Consumer attitudes toward alcohol are also influenced by
advertising campaigns and government regulations.

Sociodemographics

Generation X has a tendency to have more disposable income due to already having
careers. These people are skeptical and independent minded but are still vulnerable to
strong marketing campaigns.

The Bling bling generation includes flashy people with a high-rolling lifestyle who
purchase various premium products.

Dinkies are double-income young couples with no kids and the ability to spend their
disposable income on leisure and slightly upscale products.

Main Objectives
 Increase awareness and knowledge of absinthe
 Decrease negative perceptions towards absinthe
 Increase distribution and sampling of La Clandestine
 Feature La Clandestine as part of the evoked set for absinthe

Key Strategic Decisions

Educate: Provide opportunities to learn about and sample absinthe by creating engaging
events and participating in festivals/trade shows.
Relocate: Transform the illegal, psychotropic, and hazardous perception of absinthe by
positioning La Clandestine as new, exclusive, and of superior quality and design.
Motivate: Push retailers to carry quality absinthe that increases demand by providing
display allowances and bonuses to those who advertise and sell La Clandestine.
Captivate: Increase buzz, word of mouth, and bandwagon appeal by creating allure around
a brand icon and subtle advertising.

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 Media Strategy

Media Weighting
In attempts to coordinate a push strategy towards retailers to carry La Clandestine and a
pull strategy for consumers to demand it, our media weighting strategy will allocate 35% of
the budget on retailers and 65% on consumers.

Where (Geography)
Metropolitan areas in the United States but especially:

Las Vegas, Nevada: Known as the sin city, it is a central location with high-end clubs, bars,
and restaurants attracting customers who intend to purchase alcohol/spirits.

New York: Location for many wine and food festivals, fashion shows, and upscale events.

California: Currently the state with the most retailers of La Clandestine and many
opportunities to advertise to a large population.

When (Timing/Seasonality)
Drinking alcohol during the summer can increase chances for dehydration and heat
exhaustion, so the campaign will use a flighting strategy beginning November 2011
(National Safety Council, 2010). This will provide enough lead time into the winter
holidays when alcohol is consumed more often. Also, absinthe is more likely to be
consumed indoors, and people are typically indoors more often during winter. The
campaign will begin its hiatus in May 2012, in expectation of a carryover effect and end in
November 2012 when the campaign will be relaunched to support product placement of La
Clandestine in the film Bond 23 scheduled for release November 9, 2012.

Message Strategy

A hard sell and straightforward message will be delivered to the members of the
alcohol/spirits distribution channel, offering bonuses and display allowances and claiming
that carrying La Clandestine increases demand for absinthe.

A blend of four of Frazer’s Six Creative Strategies will be used towards consumers.

Unique Selling Proposition: La Clandestine is one of the few brands that discourages the
use of spoons and sugar. This will be presented as a benefit, because less involvement and
fewer accessory purchases are required. Currently green absinthes are more common, so
presenting a clear absinthe is also unique.

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Brand Image: The Swiss heritage of La Clandestine will be emphasized to make consumers
presume it is of higher quality and superior to other brands.
Positioning: La Clandestine will be positioned as refined and sophisticated to challenge
Grande Absente’s post-ban and barely-legal image.
Affective/Anomalous: A brand icon and subtle campaign will be used to increase curiosity
and allure.

Also, one from Tylor’s Six-Segment Strategy Wheel will be used towards consumers.
Social: Displaying upper middle class and higher lifestyle reference groups will create
status appeal.

Creative Brief

Problem: Most consumers are unfamiliar with absinthe, because it is not widely
distributed.

Target audience: Upscale members of the alcohol/spirits distribution channel and middle
to upper middle class U.S. alcohol/spirits consumers ages 25-54.

Brand position: Refined, sophisticated, and exclusive.

Communication Objectives
Distribution Channel: Selling La Clandestine will increase profits and demand for
absinthe.

Consumers: La Clandestine is a status symbol, and drinking it will elevate your social
position.

Proposition: La Clandestine’s Swiss heritage and high-quality ingredients make it superior

to other brands in this new product class.

Media considerations
Consumers are technologically advanced and use computers and mobile devices to seek out
new information and products, so most advertising will be placed on the Internet. Print
media will urge consumers to visit the campaign website or order absinthe. To maintain
subtlety, broadcast media will only be used for product placement. Retailers will be
informed of the benefits of carrying La Clandestine in trade publications, trade shows, and
on a portion of the company website where videos and digital brochures will be made
available.

Creative direction
An emphasis on the blue bottle and blue fairy brand icon will increase curiosity and
remembrance of the brand. Consumers of alcohol/spirits connect with images and
emotions, so a mysterious rather than straightforward tone of voice will be used to create
allure and interest.

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 Integrated Marketing Communications Plan

Internet/Nontraditional Media
Scripps Networks comprises HGTV (Home & Garden Television), Food Network, Travel
Channel, and other television brands focusing on home, food, and lifestyle. They also offer
digital advertising opportunities that reach audiences who closely resemble our target
market--homeowners with high incomes and travelers who seek new experiences and
authentic food and beverages.

Audience Profiles
HGTV.com
• 55% Adults 25-54
• Median HH Income: $69,361
• 66% of users agree that HGTV.com is a way to learn about new products
• 56% of users agree HGTV.com gets them to try new things

FoodNetwork.com
• 63% Adults 25-54
• Median HH Income: $71,049
• 45% of users agree that FoodNetwork.com is a way to learn about new products
• 60% of users agree FoodNetwork.com gets them to try new things

TravelChannel.com
• 68% Adults 25-54
• Median HH Income: $77,441
• 59% of users agree that TravelChannel.com really stimulates their curiosity
• 41% of users agree TravelChannel.com gets them to try new things

Online Banner Advertising

Pushdowns are interactive advertising units that are available to run on any of the Scripps
Networks websites. The clickable banner advertisement expands from the navigation bar
for 15 seconds and then collapses where the words Follow the blue fairy will be discreetly
visible until expanded again by the viewer. Clicking on the advertisement anywhere
besides the "open" and "close" button will direct traffic to the company website.
Pushdowns complement the mysterious tone of our campaign, and one pushdown will be
purchased for each of the three main websites: HGTV.com, Foodnetwork.com, and
TravelChannel.com.

TravelChannel.com also offers destination-specific sponsorship packages to reach

consumers as they explore feature articles, photo slideshows, video content, and
interactive features specific to a city or region. We will place an advertisement on the page
allocated to Switzerland directing traffic to the company website since La Clandestine
would like to share the importance of its birthplace with the consumer.

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16
Company Website
The current company website has entirely too much information. The pace of American
culture is too fast for large blocks of text. The URL on advertisements will be bluefairy.com
to support the campaign and be easier to recall, but it will redirect consumers to the actual
domain name www.laclandestine.com. Currently absent, the website will begin with an age
and country verification home page with only the brand name, blue fairy, and the following
copy:

“You must be of legal drinking age in your country to visit the blue fairy.”

Although age and country verifications appear as a nuisance, this page will serve as another
complement to the mysterious and secret tone of our campaign.

The current navigation includes the following sections each with multiple topics and links
to unaffiliated websites, which need to be consolidated.
o Hand-crafted
o The Birthplace
o The Story
o Awards
o Historical Press
All of these components will be condensed into a user friendly timeline that will reveal
historical information on the homepage. Small awards and historical press tacked onto the
wall may also be viewed in detail with a simple click. Lastly, viewers can label, package, and
digitally ship the newly distilled bottle of La Clandestine through email or Facebook.

Webcam: This 15-second live webcam is uninteresting, and the visitor pictures are
ambiguous, so it will be removed.

Where to Find Me: This will be renamed "Distribution." Current members of the
distribution channel will be able to log in to replenish product, and future distributors may
request information on the profit margins they expect to receive, the product’s major
selling points, and La Clandestine’s bonuses and display allowances.

Like/Follow Me: This will be removed and replaced with small Facebook and Twitter
icons on the bottom of the website. Viewers understand what the icons mean, how to use
them, and where it will redirect them.

News & Events and Cocktails: News updates will be featured on the website where you
can seek more information. Cocktails will be featured on the website along with the
Facebook page and smartphone/tablet personal computer (PC) application.

FAQ: False information is mentioned in paragraph form as if it were true and then
challenged afterwards. This will be more clearly consolidated into a rumor/question &
answer format.

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18
 Social Media

A strategy to place information only where it seems relevant and/or compatible with the
platform will increase motivation to be connected to multiple formats.

Facebook
As another complement to the mysterious and secret tone of our campaign, all content on
Facebook will only be accessible to those who "Like" the page. Instead of only getting
viewers, this feature spikes curiosity and encourages them to become a fan of the page,
which is shown in their friends' news feed thereby increasing word of mouth about La
Clandestine. Facebook also serves as a good platform for video, so the exclusive content
will include advertainment webisodes starring (possibly fictional) brand representatives,
bartenders, and hopefully humorous and attractive people informing viewers of absinthe
factoids, tips, drinking methods, and cocktails including best and worst user-submitted
recipes. An advertisement will also be placed on Facebook, because it is cost-effective and
the target can be directly addressed: ages 25-54, U.S. residents whose interests include
alcohol and spirits, an estimated reach of 423,120 people. CPM (cost per thousand
impressions) will be used for budgeting the campaign, because it is recommended for
increasing brand, product or service awareness. The ad will have the brand name, fairy
logo, and the following copy:
Now available in the U.S. Imported from Switzerland! The ONLY absinthe handcrafted
in the village where absinthe was first born. Follow the blue fairy...
This should spark enough curiosity to increase click-through to the La Clandestine
Facebook page.

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Twitter
All news about absinthe, retailers, and La Clandestine events will be posted on Twitter.

Myspace
This account page lowers the perceived quality of the brand and should be cancelled,
because the age demographic and total traffic of Myspace has been rapidly diminishing.

YouTube
During this campaign all La Clandestine videos will be exclusive to Facebook, and this
account will be made private or cancelled.

Mobile Applications
Due to increasing popularity of smartphones and tablet PC’s, a free application for mobile
devices will be developed by U.S. brand owner Viridian Spirits LLC who has already
developed one for Lucid. Users will be able to digitally pour absinthe and watch a louche
demonstration. Other features include cocktail recipes and availability/purchasing
information. Also, quick response (QR) codes will be placed on offline advertising, and
those with mobile phones can easily be directed to the new and interactive company
website.

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21
 Event Marketing

By creating engaging events, La Clandestine can Influence industry opinion leaders to serve
absinthe and consumers to associate absinthe with a positive experience.

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Social Seminars
Bartenders, retailers, and others members of the alcohol/spirits distribution channel will
be invited to a “Blue Tie Affair” to socialize and learn about La Clandestine on yachts in
select metropolitan areas. Attendees can ride in a limousine to the location, enjoy La
Clandestine absinthe, and receive promotional products throughout the night. A successful
social seminar will build strong relationships with those who can push La Clandestine
through their channel.

Festivals
Epicurean events are a great way to showcase absinthe and expose the public to the La
Clandestine brand in a dynamic environment. Branded booths can be set up to inform
attendees that absinthe is legal and available in the United States. Fountains, carafes,
spoons, and other accessories will attract a crowd, and providing samples allows La
Clandestine to demonstrate the proper way to drink absinthe. The following are a few
festivals in which to participate.
• Pebble Beach Food and Wine
• American Wine and Food Festival
• New York Wine and Food Festival

Trade Shows
Exhibits are greats ways to look for distribution for a new product or simply grow brands,
products, or services in the U.S. marketplace. The Wine & Spirits Wholesalers of America,
Inc. (WSWA) is a national trade organization representing the wholesale tier of the wine
and spirits industry and is holding the 69th Annual Convention & Exposition April 2, 2012 -
April 5, 2012 in Las Vegas, NV. Purchasing a booth at this event would connect La
Clandestine to America’s distributors, suppliers, importers, and exporters.

Mixology Events
Advertising Specialist at MGM Grand Hotel P. Middleton (personal communication, April
13, 2011) says mixology has become a hot word around Vegas. Hosting a master mixology
event could showcase the quality of La Clandestine. Free samples would not be offered, as
this could be marketed as a chance to try a hand-crafted cocktail from an award-winning
mixologist, which are common in Las Vegas. Vegas Uncork’d is one example that also
provides the opportunity to become a partner of the event.

Partnerships/Sponsorships
La Clandestine will partner with Tao, Tryst, XS in Las Vegas and other world-class
nightclubs to be featured on their bottle service menu. The reserved table for each party
includes one bottle of La Clandestine, a four-spigot fountain of ice water, and slotted
spoons and sugar cubes upon request. Additionally, suggesting a higher price than the
other bottles will position it as a more sophisticated option.

La Clandestine will sponsor a series of after parties for Fashion's Night Out, New York
Fashion Week, LA Fashion Week and others where a variety of celebrities, designers, and
chic opinion leaders can sample the product in a refined environment and help position it
accordingly.

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 Print

Key Cards/In-Room Advertising

Most consumers staying in upscale hotels/resorts do so because of leisure and having more
discretionary income. Partnering with Hyatt and Westin to advertise on key cards, room
service menus, and in-room guides will urge consumers to order absinthe in the
restaurants and bars of the hotel/resort and surrounding locations.

Table Tents
Because of the anise and fennel flavored herbs of absinthe, La Clandestine can easily be
paired with seafood and other foods found in upscale steak houses. Partnering with such
restaurants and placing table tents featuring La Clandestine will expose the target to
absinthe in a non-intrusive way and allow servers to act as agents that provide additional
information about the beverage to consumers.

Magazines
Industry
Articles will be published in magazines such as Bartender, Wine & Spirits, and Beverage
Dynamics outlying the product performance and key benefits of carrying La Clandestine,
which includes increasing demand for absinthe and receiving bonuses and display
allowances for selling and advertising La Clandestine.
Consumer
Advertisements will be placed in magazines such as Elle and GQ which targets both male
and females who wants to be contemporary in fashion and beverages.

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 Point-of-Purchase Displays

At low price points, discounts can increase demand for spirits relative to beer and wine.
However, at higher price points, discounts may be less effective and may even diminish the
perceived quality and demand for super-premium spirits. Therefore coupons and discounts
will not be offered to consumers. Together with the common $60, 750ml bottle, $35,
375ml sized bottles will be advertised on point-of-purchase displays. Although the value of
the smaller bottle is lower, a smaller required lump sum lowers the perceived risk of
sampling the product. Retailers will be paid to construct and feature the following POP
displays that create curiosity and attract customers.

 Three-tiered display table supported by stand with fairy logo

o Top tier displays 750ml La Clandestine bottles
o Middle tier displays 375ml La Clandestine bottles along with drinking glasses
o Bottom tier displays La Clandestine gift set
• Narrow aisle end-cap display resembling La Clandestine Bottle
o Fairy logo on neck of bottle
o Three separate levels
o Top and bottom level stocked with 750ml bottles
o Middle level stocked with 50 ml bottles

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 Broadcast Media/Product Placement

Product placement in broadcast media compared to commercials is less intrusive and

integrates the product into the scene in a natural way that cannot be ignored with digital
video recorders (DVR’s).

Bond 23
The 23rd James Bond film, temporarily named Bond 23, is scheduled to be released on
November 9, 2012 and will mark the 50th year of the franchise. The image of this franchise
along with confirmed actor Daniel Craig is exotic, sexy, edgy but sophisticated at the same
time similar to the brand positioning of La Clandestine. James Bond is a classy consumer of
alcohol, and he will order absinthe at a bar. The brand will not be stated and the label may
or may not be briefly shown, but the importance is introducing absinthe to the American
public and displaying the distinctive blue La Clandestine bottle.

Iron Chef America

Iron Chef America is a television program on the Food Network, stated earlier as having a
similar audience profile to the target market. Two chefs compete to create a five-course
meal featuring one ingredient or theme of ingredients. There was previously an episode
where the main ingredient was Bourbon whiskey, so featuring absinthe would not be out of
the ordinary. Although the labels will be removed, again the importance is introducing
absinthe to the American public and displaying the distinctive blue La Clandestine bottle.
Cooking with absinthe is not common, but it is possible, and it will really challenge the
chefs to use creative ways to feature absinthe and demonstrate its versatility. Lastly, one of
the hosts Alton Brown usually adds commentary including history and other information
about the main ingredient.

Conclusion

By implementing a campaign that will motivate members of the alcohol/spirits distribution

channel to provide absinthe to the American public, and creating a spark of curiosity in
consumers, La Clandestine can increase its market share in a cost-effective manner without
compromising its exclusive brand image and deep-rooted heritage.

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Survey

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 References

AbsintheDevil. (2010, May 11). 2010 Absinthe Survey Results [Web log message]. Retrieved
from http://blog.absinthedevil.com/2010-Absinthe-Survey-Results

Alcohol and Tobacco and Trade Bureau. (2007). [Application for Certification/Exemption of
Label/Bottle Approval, Lucid]. Retrieved from
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earchBasic&ttbid=07064000000076

Alcohol and Tobacco and Trade Bureau. (2007) [Application for Certification/Exemption of
Label/Bottle Approval, Kubler]. Retrieved from
https://www.ttbonline.gov/colasonline/viewColaDetails.do?action=publicFormDis
play&ttbid=07058001000192

Alcohol and Tobacco and Trade Bureau. (2008). [Application for Certification/Exemption of
Label/Bottle Approval, La Clandestine]. Retrieved from
https://www.ttbonline.gov/colasonline/viewColaDetails.do?action=publicFormDis
play&ttbid=08123001000076

Archives Spirits. (2008). Absinthe History and FAQ IV. Retrieved from
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GreenDevil. (2006). Absinthe is now legal in the United States! Almost, well not exactly.
Retrieved from http://www.greendevil.com/absinthe_us.html

IBISWorld. (2011). Global Spirits Manufacturing Industry Report. Retrieved from

http://www.ibisworld.com

National Safety Council. (2010). Summer & Alcohol Safety. Retrieved from
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cohol%20(Fnl).pdf

Manfreda, J. (2007). Use of the Term Absinthe for Distilled Spirits. Retrieved from
http://www.ttb.gov/industry_circulars/archives/2007/07-05.html

Moriarty, S., Mitchell, N., & Wells, W. (2008). Advertising: Principles & Practice. Upper
Saddle River, NJ: Prentice Hall

The Absinthe Review Network. (2009). Survey Results: Absinthe Drinking in the USA.
Retrieved from http://www.absinthe-review.net/Absinthe_Survey_2009.htm

Thujone - Cause of absinthism? (2006). Lachenmeier, D.W., Emmert, J., Kuballa, T., & Sartor,
G. Thujone.Info webpage. Retrieved from http://www.thujone.info/thujone-
absinthe-3.html

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