US Popu 120.

5
Drinking % 59%
Drinking population 71.095

Target Popu 24.1723

Device
Retail Price 499 399 299 249 199 149
MSP 349.3 279.3 209.3 174.3 139.3 104.3 Retail margin
Margin -0.70 -70.70 -140.70 -175.70 -210.70 -245.70 COGS
Acquistion

Cocktail Pods 6 5 4.5 4 3 2 Retail margin

MSP 3.255 2.7125 2.44125 2.17 1.6275 1.085 COGS
Margin/unit 1.93 1.3875 1.11625 0.845 0.3025 -0.24
Total Margin 551.98 396.825 319.2475 241.67 86.515 -68.64

6 5 4.5 4 3 2
Device 39.10% 45.50% 46.00% 51.50% 57.40% 72.80%
499 1.6% -0.105855 -0.123182 -0.124536 -0.139426 -0.155399 -0.197091
399 2.10% -14.03245 -16.32932 -16.50876 -18.48264 -20.60006 -26.12691
299 3.80% -50.53269 -58.80403 -59.45022 -66.5584 -74.18354 -94.08644
249 4.70% -78.04846 -90.82366 -91.82172 -102.8004 -114.5775 -145.3179
199 6.90% -137.4068 -159.898 -161.6551 -180.9834 -201.7175 -255.8368
149 10.50% -243.8312 -283.7421 -286.8602 -321.1587 -357.9516 -453.9874

6 5 4.5 4 3 2
Cocktail Pods 39.10% 45.50% 46.00% 51.50% 57.40% 72.80%
499 1.6% 83.47147 69.83102 56.79673 48.13577 19.20619 -19.32621
399 2.10%
299 3.80% 198.2447 230.694 233.2291 261.1152 291.0294 369.1104
249 4.70% 245.1974 285.3321 288.4676 322.9583 359.9574 456.5313
199 6.90% 359.9707 418.8917 423.495 474.1302 528.4481 670.2268
149 10.50% 547.7815 637.444 644.4488 721.5025 804.1601 1019.91

6 5 4.5 4 3 2
Device 39.10% 45.50% 46.00% 51.50% 57.40% 72.80%
499 1.6% -0.105855 -0.123182 -0.124536 -0.139426 -0.155399 -0.197091
399 2.10% 0.037614 0.043771 0.044252 0.049543 0.055218 0.070033
299 3.80% -0.024185 -0.028144 -0.028453 -0.031855 -0.035504 -0.04503
249 4.70% 0.019234 0.022382 0.022628 0.025333 0.028236 0.035811
199 6.90% -0.022456 -0.026131 -0.026418 -0.029577 -0.032966 -0.04181
149 10.50% 0.039896 0.046427 0.046937 0.052549 0.058569 0.074283
Segments %
1 21%
2 13%
3 10%
4 12%
5 17%
6 27%

30%
250
100

30% W/s Margin 22.50%

1.2 excise 0.125

-0.7
-70.70
-140.70
-175.70
-210.70
-245.70
US Popu 120.5 Segments %
Drinking % 59% 1 21%
Drinking population 71.095 2 13%
3 10%
Target Popu 24.1723 4 12%
5 17%
6 27%

Device
Retail Price 499 399 299 249 199 149 Retail margin
MSP 349.3 279.3 209.3 174.3 139.3 104.3 COGS
Margin -0.70 -70.70 -140.70 -175.70 -210.70 -245.70 Acquistion

Non-Alc Mixer Pods 4 3 2.5 2 1 Retail marg

MSP 2.17 1.6275 1.35625 1.085 0.5425 COGS
Margin/unit 0.845 0.3025 0.03125 -0.24 -0.7825
Total Margin 241.67 86.515 8.9375 -68.64 -223.795

4 3 2.5 2 1
Device 7.20% 15.20% 21.60% 31.80% 72.70%
499 1.6% -0.019493
399 2.10% -0.019493
299 3.80% -0.019493
249 4.70% -0.019493
199 6.90% -0.019493
149 10.50% -0.019493
Retail margin 30%
250
Acquistion 100

30% W/s Margi 22.50%

1.2 excise 0.125