Cullen Agricultural Holding Corp
Cullen Agricultural — Merger or Acquisition (January 2015)
21 slides from Cullen Agricultural's merger presentation, Jan 6, 2015
Slide 1: oo JANUARY
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Slide 2: Disclaimer
Disclaimer THIS PRESENTATION HAS BEEN PREPARED FOR USE BY CULLEN AGRICULTURAL HOLDING CORP. (“CULLEN”) AND LONG ISLAND BRAND BEVERAGES, LLC (“LIBB”) IN CONNECTION WITH THEIR PROPOSED BUSINESS COMBINATION. CULLEN AND ITS DIRECTORS AND EXECUTIVE OFFICERS MAY BE DEEMED TO BE PARTICIPANTS IN THE SOLICIT
Slide 3: PRODUCT OVERVIEW GROWTH OPPORTUNITY Competitive Analysis FINANCIAL HIGHLIGHTS
INTRODUCTION TO LONG ISLAND ICED TEA PRODUCT OVERVIEW MARKETING & BRANDING GROWTH OPPORTUNITY Competitive Analysis FINANCIAL HIGHLIGHTS
Slide 4: Introduction
Introduction Market Opportunity: Ready - to - drink (“RTD”) tea market projected to grow at more than 10% annually during next five years, and market becoming increasingly fragmented as healthier upstarts encroach on dominant brands Global Brand Potential: Immediate recognition and consideration for
Slide 5: Experienced Management Team
Experienced Management Team PHILIP THOMAS (FOUNDER & CEO) • Over 20 years of beverage experience • Revitalized a 45 year old family owned food and beverage distribution business, Magnum Enterprises, in 2003 by creating strategic partnerships with Coca-Cola , Vitamin Water and Kellogg’s • Founded Cap
Slide 6: Business History
Business History Spring 2011 July 4, 2011 2012 – 2013 Q1 2014 April 2014 May 2014 June 2014 September 2014 Test pilot in New York Metro area O fficial launch Partnerships with major distributors such as: Phoenix (NY), High Grade and JD Beverages ( NJ), Canada Dry (NJ), Full Circle (PA) and Metro Bev
Slide 7: Product Overview
INTRODUCTION TO LONG ISLAND ICED TEA PRODUCT OVERVIEW MARKETING & BRANDING GROWTH OPPORTUNITY Competitive Analysis FINANCIAL HIGHLIGHTS
Slide 8: The Beverage
The Beverage Made - in - America, premium iced tea offered at an affordable price compared to leading competitors • Non - alcoholic and hot - filled using black and green tea leaves • Healthier Alternative: • 100 % cane sugar or Sucralose (generic version of Splenda) as a sweetener • Gluten - free,
Slide 9: Logo & Packaging
Logo & Packaging New branding and packaging completed for spring 2014 CAP COLOR: Green - Regular Blue - Diet Brown - Unsweetened Logo and background evoke summer at the beach (faded signs, white washed houses) Easy to identify flavor name and fruit image Brand’s quality seal noting non - GMO & cane
Slide 10: Marketing & Branding
INTRODUCTION TO LONG ISLAND ICED TEA PRODUCT OVERVIEW MARKETING & BRANDING GROWTH OPPORTUNITY Competitive Analysis FINANCIAL HIGHLIGHTS
Slide 11: The Brand
The Brand CREATING A GLOBAL BRAND Name - I mmediate global recognition of phrase “Long Island Iced Tea” Legacy & Wit - Drawing upon the equity of a legendary cocktail and geographic region Quality Ingredients - Premium ingredients, natural cane sugar, non - GMO and gluten - free Locally Brewed - NY
Slide 12: Mood & Target Consumers
Mood & Target Consumers LIIT's brand image inspires refreshment, sunny days and the relaxation associated with summer and the beach Key consumer communications include : Original Americana Quirky Fresh Simple Surprising Classic MARKETING & BRANDING 12
Slide 13: PR & Marketing Initiatives
PR & Marketing Initiatives IN THE FIELD PR & OTHER June 2014 marketing launch included significant investment in regional advertisement: Out of home billboards website launch “Craft Brewed” “No ID Required” “Just Add Rocks” “There’s No Such Thing As One Too Many” “Buy Your Family A Round” “Put It On
Slide 14: Growth Opportunity
INTRODUCTION TO LONG ISLAND ICED TEA PRODUCT OVERVIEW MARKETING & BRANDING GROWTH OPPORTUNITY Competitive Analysis FINANCIAL HIGHLIGHTS
Slide 15: Geographic Expansion
Geographic Expansion AGGRESSIVE GROWTH PLAN OVER THE NEXT 12 MONTHS • Market saturation across the entire Northeast • Other top 10 markets planned for 2015 and nationwide by 2016 • Future potential partnerships in Australia, New Zealand and Philippines 2014 2015 2016 GROWTH OPPORTUNITY 15
Slide 16: Growing Sales Channels
Growing Sales Channels A multitude of distribution points in the Northeast, covering leading supermarkets, grocery and convenience stores as well as wholesalers GROWTH OPPORTUNITY Regional Chains (Under 150 Stores) National chains (Over 150 Stores) • Costco spring/summer 2014 • Sam’s Club showcase e
Slide 17: Competitive Analysis
INTRODUCTION TO LONG ISLAND ICED TEA PRODUCT OVERVIEW MARKETING & BRANDING GROWTH OPPORTUNITY Competitive Analysis FINANCIAL HIGHLIGHTS
Slide 18: Iced Tea Brand Sales – Summer 2014
Iced Tea Brand Sales – Summer 2014 Competitive Analysis Source: 1010data (Based on A&P Data) Note: Sales through August 2, 2014 18
Slide 19: Competitor Comparison
Market Share¹ Sugars / Sweeteners Calories per 16oz Bottle² Sugar per 16oz Bottle² N/A Natural Cane Sugar / Sucralose 160 42g Dr Pepper Snapple Group 16.6% Cane or Beet Sugar / Aspartame / Sucralose 150 36g Ferolito, Vultaggio & Sons (Arizona) 30.9% High Fructose Corn Syrup / Sucralose 180 48g Pepsi
Slide 20: Financial Highlights
INTRODUCTION TO LONG ISLAND ICED TEA PRODUCT OVERVIEW MARKETING & BRANDING GROWTH OPPORTUNITY Competitive Analysis FINANCIAL HIGHLIGHTS
Slide 21: Financial Performance
21 FINANCIAL HIGHLIGHTS Financial Performance 2012 2013 2014 • LIIT Launched using independent distributors and competitive margins • Major regional distributors secured ( Phoenix & Peerless) • Sam’s Club showcases, Costco rollout and 1,200 retail doors • Northeast ad campaign $376 $158 $210 $307 $2
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