SUBCATEGORY PERFORMANCE ue DISCUS CRAFT BRANDS 3 x 3 VOLUME PER BRAND DOLLAR SALES PER BRAND 10% ss x « « “ 7 g s a 3 ox Ba e S a g 3 g* 3 3 3 ax 2K 6 . 1% VODKA LIQUEUR WHISKEY. GN mM WHISKEY VODKA LIQUEUR. «GIN. RUM FIGURE 1 Vodka, liqueur, whiskey and gin accounted for the most dollar sales and volume sold per brand in Q% 2020. vodka led the group in volume sold, but ‘whiskey led by dolar sales. Both vodka and liqueur dropped in rank relative to whiskey when evaluated by dollar sales per brand va volume per brand, indiating ‘that DISCUS craft whiskey was more value-dependent than the other two subcategories.1.1 WHISKEY YoY GROWTH PER BRAND . DISCUS CRAFT BRANDS VS WHISKEY SUBCATEGORY DOLLAR SALES PER BRAND ™ Jobs pox 1% 132.2% -36% | 55% Ns 46% I Ma 260% 8.4% ff am | u a | 2 A 7.0% o cy -o%6 Bf aR am | YoY CHANGE, DOLLAR SALES PER BRAND ™ Ma Ks FL or co rc 5X5 VOLUME PER BRAND. ee 24.0% TALL suscarecory hss 09.2% 41% | 0.9% 64% “76% “19% Yo¥ CHANGE, VOLUME PER BRAND FIGURE 1.1 DISCUS Craft whiskies grow at & higher reate on average than other whiskey YoY per brand according to both dear sales and volume in Qi 2020. This craft autpertormance was especial apparent In TN, LA and IN1.2 ww Nu Ma aR FIGURE 4.2 DISCUS craft whiskey average price was markedly higher than that of the 2020. WHISKEY AVERAGE PRICE 3X3 DISCUS CRAFT WHISKEY BRANDS VS WHISKEY SUBCATEGORY ISCUS MEMBER TALL suscarecony 0161 $50.59 $5178 NT 4222: 43900 $500 $10.00 $1600 $2000 $2500 $9000 #3500 $4000 $4500 $5000 $55.00 $00.00 of the subcategory in most13 VODKA YoY GROWTH PER BRAND * DISCUS CRAFT VODKA BRANDS VS VODKA SUBCATEGORY DOLLAR SALES PER BRAND Nv 135% -28% | NJ -0.8% | 2.9% | a 31.39% I= 1" 60% 15% i 32% 24.9% or 26.2% co 2.6% “12% average “100% -S0% 0% 50% 100% 160% 200% YoY CHANGE, DOLLARS PER BRAND Ns co 5X5 VOLUME PER BRAND oo 200.0% | ALL suBcaTecoRY laps 09.19% 66% J i. 6.5% 10.7% 775% “196% I 5.9% 14% 100% 100% 200% YoY CHANGE, VOLUME PER BRAND FIGURE 1.2 DISCUS craft vodka brands reflected mixed performance in YoY per brand growth acrase the states analyzed in Q% 2020. TN, NY, MA and AR reflected postive YoY growth In both dollar sales and volume sold per ‘howe a decline in dollar sales per brand, But growin volume sold per brand rand, In ll, however, DISCUS craft vodka brands1.4 Nu ma aR DISCUS CRAFT VODKA BRANDS VS VODKA SUBCATEGORY $7554 VODKA AVERAGE PRICE 3 x 3 NN #1400, a +20: LL spo 2476 NN 6: szr96 $37.99 e240 s2768, rr 513.06 Ils $000 $500 «$1000» 500 «$2000» $500 «= gu0.00 «$35.00 «$40.00 FIGURE 1.4 DISCUS craft vodka was generally old ata higher price point than other vodkas with the exception of I. In Qi 2020, This tower average price polnt ‘as likely responsibie forthe Giscrepency between DISCUS craft vodka brands’ value and volume performance in the te period evaluated1.5 NJ ma co aR LIQUEUR YoY GROWTH PER BRAND DISCUS CRAFT LIQUEUR BRANDS VS LIQUEUR SUBCATEGORY DOLLAR SALES PER BRAND “56.2% 6.0% 2.6% -2% | ioe YoY CHANGE, DOLLAR SALES PER BRAND Ma co aR 5XS Mosscus mewser TEAL suecarecorY VOLUME PER BRAND Hemi s30%. -n0% I 24% “80% | 50.3% 2.2% | EEE 200.0% Tax 6% | 03% | Lira Tsieage Yor CHANGE, VOLUME OLD PER BRAND FIGURE 15 DISCUS Craft Liqueurs grew ata higher rate YoY by dollar sales than other llqueurs in CT and AR In Q! 2020, In NY, DISCUS craft brands declined in Gollar sales per brand, but increased ata higher rate than the remainder ofthe subcategory by volume,aa LIQUEUR AVERAGE PRICE 3X3 DISCUS CRAFT LIQUEUR BRANDS VS LIQUEUR SUBCATEGORY Nu TALL suscatecony Ma co jsai28 aR sr276 _ Javerage $0.00 $400 © ¢8.00 «$1200 «$16.00 © g0.00 © $24.00 «$28.00 «$32.00 AVERAGE PRICE FIGURE 1.6 DISCUS craft liqueur average price was markedly higher than that of the rest of the subeatagory in most states within x3' retailer network, with the excoption of KY. The average aiference in price between DISCUS eraft brands and the remainder of the subeategery was roughly 66% leas in Une states hat Feflected postive YaY growth in volume, lar sales or both va the states that showed negative YoY growth, suggesting pice haa a strong influence on growth In {olla esloe and volume cols per brand,Ny NJ ca aR GIN YoY GROWTH PER BRAND DISCUS CRAFT GIN BRANDS VS GIN SUBCATEGORY DOLLAR SALES PER BRAND om — 36% | 2 | Tex % 475% pm 4% | 55% BL -60% ff hips Lx 4 98 | 170% -1 | [average “500% 0% 500% 100% 160% Nv or co AR VOLUME PER BRAND — 0 “3% | “7% | 10% | 2% 0% | 500% % 19% | 25% | 62% 45% | 10% | 200% -3% average “500% 0% 500% 100% 1500% 200% 3X3 Moiscus wemeen TALL suscatecony FIGURE 1.7 DISCUS Craft Gin's YoY Growth, ke vod, was relativaly mike across states according to bath dollar sales and volume sold per brand. TN, KS and AR showed the highest YoY growth per brand for DISCUS craft ands vs the rest of the gin subcategory in 2020,1.8 ™ GIN AVERAGE PRICE 35X35 DISCUS CRAFT GIN BRANDS VS GIN SUBCATEGORY Nw NJ ma $30.99 co an 2967 LL 202 verage #000 $500 $io00—seco.—«¢2000 © sas00 «$2000 sa8.00 40.00 AVERAGE PRICE FIGURE 1.8 DISCUS Craft gin's price point was consistently higher than that of other gins across all states analyzed in Qi 2020.DISCUS CRAFT SUPPLIER PERFORMANCE x BY ORIGIN STATE 3 3 DOLLAR SALES PER BRAND oa 5 DOLLARS PER BRAND ($) VOLUME PER BRAND os TT uo 6 mm mom eel i aoe ta VOLUME PER BRAND (CE) FIGURE 2.0 DISCUS Craft suppliers from WA reflected the best performance per brand by dollar sales in Qt 2020, followed by those from I TX and NY, Fespectively. When evaluated from a volume perspective, NY was the top performer, followed by those from IL, TX then WA.DISCUS WASHINGTON SUPPLIERS 5X35 DOLLAR SALES PERFORMANCE PER RETAILER ©2220 tao © Oparentap z _—— 7) aT a LL EEE ad a 0 20 «640 «gD 80100 tas. «200 220» 40. 280«« 280-200 2040 DOLLAR SALES PER RETAILER (#) (0K, CO and In indicating overall higher performance in = geographically closer to the suppliers. FIGURE 21 DISCUS Craft cunplers from WA reflacted higher performance per retaler by dolar sal ‘Western and Midwestern (912020. This rend is possibly due to heavier distribution inWASHINGTON CRAFT SUPPLIERS 7 VOLUME PERFORMANCE PER RETAILER 3X 3 L L h ‘VOLUME PER RETAILER: y TT — ——— nah ae “Sh ) v coo ta et pnt — TT _ aT 5 a 7 a ee \VOLUME PER RETAILER (CE) FIGURE 2.2 When evalusted from the volume perspective, WA suppers reflected better performance in CO and Ok, similar to the brands’ dollar sales performance jn@12020. IN, however showed weaker performance relative to other states, and was replaced by NY.2.3 DISCUS ILLINOIS CRAFT SUPPLIERS x DOLLAR SALES PERFORMANCE PER RETAILER 3 3 DOLLAR SALES PER 84 1483 ‘s 0 100 200» 00-«400=«$00«« 600000800000 200 80D oOo DOLLAR SALES PER RETAILER () FIGURE 23 iL-batod DISCUS craft suppliers! dollar sales performance was most highly concentrated in CT, NY, TN and MA. Three of the top four performing ‘tates for IL supplors by dollar sales in QI 2020 were inthe Northeast.DISCUS ILLINOIS CRAFT SUPPLIERS x VOLUME PERFORMANCE PER RETAILER 3 3 ‘VOLUME PER RETAIL 0150 2812 1 o ee) _— a TT a co 02 os «ssi VOLUME PER RETAILER (CE) FIGURE 24 L-Bazed OISCUS Craft suppliers volume per retailer performance in Q1 2020 raflected that of dollar sales, withthe highest performing states Concentrated in the Northeast2.5 DISCUS TEXAS CRAFT SUPPLIERS 5X3 DOLLAR SALES PERFORMANCE PER RETAILER == 2 1197 DOLLAR SALES PER RETAILER (6) 1d DISCUS craft suppliers dollar formance wat also strong for performance was most concentrated in Wastarn/Midwestern states such as CO and IL, followed by CT Based Suppliers in Q1 2020,DISCUS TEXAS CRAFT SUPPLIERS ood VOLUME PERFORMANCE PER RETAILER 3X 5 0.089 2.338 © 2020 mapbox © Opensueatlap Mexico oo aa oa os os 10 a “ 16 18 20 2a 24 \VOLUME PER RETAILER (CE) FIGURE 2.6 TX-basod DISCUS craft suppliers’ performance by volume in each state analyzed reflcted that of dollar sales, however the discrepencios betwoen the top performing states and bottom performing states are more pronounced from the volume perspective. Though performance in-state, as well asin CO and OK ‘was oil relatively strong, the Northeastern states, specifically NY and C7, ahowed an increage In performance when evaluated frorn a valume perspective, The Northeasterd states sola the mast volume per ratailer in Q1 2020.2.7 DISCUS NEW YORK CRAFT SUPPLIERS 5X3 DOLLAR SALES PERFORMANCE PER RETAILER 2 0 = 200» 300 400«S 5008007000000 100000200200 DOLLAR SALES PER RETAILER (6) FIGURE 2.7 NY-based DISCUS craft suppliers showed highest dollar sales per retailer in Northeastern states (CT, NY and NJ, respectively) in Q1 2020,DISCUS NEW YORK CRAFT SUPPLIERS oe VOLUME PERFORMANCE PER RETAILER 3X 5 at 0.083 6287 1h a tw co ‘a a 09 os. 10 ey 5 ry a VOLUME PER RETAILER (CE) co) ea) FIGURE 2.8 NY-based DISCUS craft supplier volume sold per retailer was hi 5 concentrated in NY. Thi is consistant with other findings from Qi 2020, where Now York's volume performance and growth across brand and subcategories was strongar than other states. CT also showed strong Qt 2020 volume performance for NY-based DISCUS craft brands, Ukely because regans of CT are considered suberbs of New York Cty, 80 they often reflect the Lends observed in NY.