Shed Family of Brands - Distilled Spirits

Shed Family of

Brands

Helping Brands Grow

2021

How does one brand grow to national

prominence, become a household word and

become valued at hundreds of millions of

dollars when others are put in close out bins

only a few months after introduction?

The 64 Thousand $ Question

3

Our Executive Management Team

JOHN W. FITZGERALD, CEO

John Fitzgerald has been an investor in Broken Shed since July 2018 and joins

Broken Shed as CEO in 2019. John has spent several decades in finance and for

the last 8 years served as President of Good Foods Group. During that time

the company grew from 5mm in sales to 250mm in sales with distribution

across the US and Canada.

JEAN-MARIE HEINS, CHIEF MARKETING OFFICER

MARK SIMMONDS, MASTER BLENDER

Mark was one of the three founders of Broken Shed. He has been in the

beverage industry since 1992 and was responsible for developing BSV. He’s

based in New Zealand and, as Master Blender, is responsible for all

production and quality control.

Jean-Marie, a distilled spirits industry veteran, brings her marketing and

operations experience to Broken Shed. She held leadership roles at

Sidney Frank Importing Co., Inc. where she was instrumental in the

launch and development of brands including Casamigos Tequila, Grey

Goose Vodka and Jägermeister, developing and executing a variety of

innovative marketing programs for the company’s full portfolio of

brands.

STEVE BELLINI, PRESIDENT

Steve, an industry veteran who has held leadership positions at Seagram

Americans, Future Brands a JV between Jim Beam and Absolut and most

recently Mast Jägermeister (formerly Sidney Frank Importing Company).

During the course of Steve’s career he has successfully managed the sales

and distribution of leading industry brands including, Crown Royal, Captain

Morgan, Jameson and Makers Mark. Steve brings a unique blend of open and

control state experience to the Broken Shed family.

PAUL CRISCUOLO, CHIEF COMMERCIAL OFFICER

Paul brings experience from the supplier and distributor side to Broken

Shed. His industry experience begins with Seagram’s Americas in 1978,

moving from Sales Rep to Vice President-Sales Control States. He had a

similar role at Allied Domecq until their sale in 2006. He joined

Southern Glazer W & S as Vice President-General Manager - Mid Atlantic

until 2016. In 2017, he created Aged Whiskey Man Consulting, LLC where

he guided several Craft distilleries on “Route to Market” and consulted

with several large distilleries on possible ventures within the Spirits

industry. In 2019, Paul joined the Broken Shed Team as Vice President,

National Sales Leader. Paul currently serves on the Board of Directors of

the North Carolina and Virginia Spirits Associations. He is a former Vice

President of the NABCA Industry Steering Committee, member of the

American Craft Spirits Association Tasting Panel, Life Member of “The

Keepers of the Quaich” and a Walter Camp Football Foundation member.

Paul received a B.A. in Economics and African and Middle Eastern Studies

from the University of Colorado-Boulder.

Source: 2020 Liquor Handbook | Craft Spirits Data Project Annual Craft Spirits Economic Briefing Preliminary Draft October 2019.

● Top 5 suppliers control 54% of spirits sales = Pressure to Perform

● Continued consolidation in all three tiers

● 2000+ craft distilleries & new brands vying for attention

● Brands need “boots on the ground” to succeed

BSV Service Menu

● Manage and Develop Your Route to Market

● Manage Distributor Relations

● Sales Planning

● Sales Programming

● Pricing

● Analytics

● Inventory Management

● Establish and Monitor KPI

● Marketing, Events, POS, Sampling

● Field Representation

● And so much more.

“Broken Shed Vodka is a shining example of how to launch a brand. They have

all the elements: a strong team working the trade, strong leadership and they

bring the knowledge gained in the field back to our team to develop the brand

even further.

They capitalize on having an excellent brand with a coolness factor, artisanal

image, homespun aesthetic and their industry knowledge to build the brand - it's

not just listing numbers in a deck, it is combining good field knowledge and

industry experience with a great product to put forward great programs and

materials to support the brand.”

What We Accomplished

in 2020

Increase in 2020 9L sales Top 200 USA accounts (on & off)

vs same accounts in 2019

Distributor shipments to retail accounts OPEN States based on calendar years

+206%

+69%9L USA Sales Growth CY2020 over 2019

Distributor shipments and accounts sold based on calendar year Accounts sold impacted by Covd Closures, Primarily On Premise

+2,9719L USA Sales Growth CY2020 over 2019

1,302

Regional and

National Chain

Account

locations

purchased

BSV in 2020

10

We increase brand

visibility in off premise

accounts with tastings,

staff education, better

facings, displays &

program activation

On Premise

Back Bar Visibility

Staff Trainings

Menu Placements

Special Events

We spread the

brand’s story at

distributors,

accounts and

industry trade

shows(in person or virtually)

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USA Market Coverage

BUILD A FOUNDATION

HAVE THE RIGHT FUNDING

KNOW THE FUNDAMENTALS

REMAIN FLEXIBLE

FOCUS, FOCUS AND MORE FOCUS

Phone

John W. Fitzgerald +1 (773) 677-1199

Steve Bellini +1 (516) 429-7224

Jean-Marie Heins +1 (914) 282-0457

Paul Criscuolo +1 (919) 247-0706

Email

[email protected]

[email protected]

[email protected]

[email protected]

Contact us