OTCBB.

TEXX
Business Plan 2012

Sarasota Courthouse Center, 1990 Main Street, Suite 150

Sarasota, Florida 34236
941.309.5408 ofc | 941.309.5201 fax | emperialamericas.com
We Create Brands People Talk About

We Create Brands People Talk About

2

The reader upon receipt of this document acknowledges

that the information provided herein is CONFIDENTIAL.
The reader agrees not to disclose any information
contained in this document without the express written
permission of Emperial Americas, Inc.
It is acknowledged by the reader that information to be
furnished in this marketing plan is in all respects
confidential in nature, other than information which
is in the public domain through other means and that
any disclosure or use by same reader, may cause serious
harm to Emperial Americas, Inc and its brand, associates
and/or shareholders.
Upon request this document is to be returned immediately
to Emperial Americas, Inc.
This confidentiality agreement is in effect for a period of 3
years beginning on the date of receipt by the reader.

We Create Brands People Talk About

3

PRESS ACCOLADES FOR TEQUILA DISTINGUIDO

Distinguidos Blanco proves sophisticated and intriguing, with caramel,
chocolate, and lingering lemon/lime character in the body, all laced with a
moderate amount of agave character. Blancos rarely have this much nuance in them, but Distinguido is impressively complex.
- Drinkhacker.com

A wonderful tequila, lots of agave and a sweet nish that we all enjoyed.
- Bob Bennet, Tequila Gringo

Really enjoyed the Tequila! Impressed

- Virginia Miller, San Francisco Bay Guardian

The pale yellow Tequila Distinguido feels light on the tongue, with a sweetness that turns spicy fast.
- Playboy.com

This Tequila is so great, it has to be on The View! Im calling Whoopi now.

- Phil Lempert, Supermarket Guru

VERY IMPRESSIVE!

- Miguel Morales, Tequila Acianado

We Create Brands People Talk About

4

We Create Brands People Talk About

5

Table of Contents
Overview of the Organization

Page 8

Organizational Objectives

Page 9

History

Page 10

Founders and Management Team

Page 11

Distinguished Team

Page 11

Brief Resumes

Page 12

The Offer

Page 15

The Products

Page 16

Production

Page 17

Producer Information

Page 18

Producer Agreement

Page 19

The Future

Page 20

Strategic Partnerships

Page 20

Current Key Partnerships

Page 21

Macro Environment Analysis

Page 23

Competitor Analysis

Page 25

Customer Profile

Page 26

Distinguished Marketing Goals

Page 28

Marketing Strategies

Page 29

Organizational Plan

Page 35

Financial Plan

Page 35

Appendix A

Page 36

Appendix B

Page 37

We Create Brands People Talk About

6

Emperial Americas
Sarasota Courthouse Center
1990 Main Street, Suite 150
Sarasota,Florida 34236
941 309 5408 OFC
941 309 3201 FAX
www.emperialamericas.com
OTCBB.TEXX

We Create Brands People Talk About

7

Overview Of The Organization

Commencement and Operations
Emperial Americas, Inc. was first incorporated on December 4, 2008 in Houston, TX, Since its
commencement Emperial Americas has converted into a Florida corporation by filing the
certificate of domestication. As a brand owner of self developed and existing alcoholic
beverages, it also imports, markets and sells beverages throughout its designated markets
in the U.S. with a particular emphasis on Texas, Illinois and Florida. The company owns its
brands or trademarks registrations with the United States Patent and Trademark Office
(PTO) as a design and logo as the U.S. importer of the brands in its portfolio. Emperial
Americas engages in the business of importing alcoholic beverages to distributors in the
U.S. on a national basis. The company is federally licensed, maintaining the rights to both
import and sell to distributors in 51 markets within the U.S. and globally except for Mexico.
Mission Statement
Emperial Americas, Inc. challenges benchmarks in the wine and spirits industry. Will
become a leading purveyor of an innovative collection of wine and spirits brands. We
create the brands people talk about. We will capitalize on the $400 billion alcoholic
beverage industry that is on target for strong growth for years to come: primarily in the
premium catergory that has shown more than 10 consecutives years of positive growth. We
will capitalize on a market that is virtually resilient proof.
Vision Statement
Emperial Americas will establish itself as one of the fastest growing alcohol brand
developers of in the industry. The value of each portrait brand within Emperial Americas
will be well established by historical per case acquisition precedents. The company is
sharply focused on shareholder value. Our business plan speaks powerfully about driving
growth and creating shareholder value. We will deliver Brands people talk about as we
deliver superior results for consumers and shareholders. Through our diverse professional
skills and clarity of purpose and valuesour objective is to reach an IPO (or Trade Sale) by
2015 to enable Emperial Americas and its brands nationally recognition, brand value, and
prominence. We envision the growth of our brands to expand into International markets
upon gaining critical mass in domestic markets. ***To best summarize EA visions is that
Emperial Americas will always have controls to support inventory management, financial
Management and value-added services as well as process oriented controls in place to
plan and organize, acquire and implement, deliver and support, monitor and evaluate key
activities and major deliverables.

We Create Brands People Talk About

8

Organizational Objectives
Finalize national distribution commitment in our 10 Distinguished markets after the first 6
are profitable with monthly returns.
Launch additional brands by end of Year 3.
Achieve recurring gross profits of a minimum $10 million by Year 5.
Research and establish other brands to add to the existing portfolio by Year 3, ready to
market by year 6.
Organizational Values
Transparency in all dealings with key shareholders
Commitment to customers
Collaborative approach to new products
Major Milestones
Emperial Americas has achieved the following milestones to date:
Acquired significant market share for premium tequila in Texas, Illinois and Florida
Currently selling in Texas, Illinois, Mississippi, Florida, Louisiana and Georgia soon.
One of the fastest growing spirits companies in the first 90 days.
Tequila Distinguido has been identified as one of the few fresh spring water tequilas on
a national level.
Emperial Americas has revitalized the Distinguido brand and has other brand
suppliers inquiring about the business model.
Import their brands to the US and globally.
Commitment of management team.
Audited Financials for 3 years..
Restocking has added to growth - sustainable
Emperial Americas has the ability to offer quality with value brands as well for growth.

We Create Brands People Talk About

9

History
Emperial Americas acquired Tequila Distinguido which was
originally launched in 2005 in August 2008. The brand has
shown great promise of becoming a leading distilled spirit in
the high-end tequila category. The simple vision was to bring
quality and luxury back to a market that had become overly
commercialized. With professional experience in the wine
and spirit industry Emperial Americas, founder and in place
management began developing and cultivating relationships
with distributors, defining a niche, educating the trade, as well
as professional responsibilties on what it took to compete in the industry. With the teams past
experiences in executive positions they forged a bond with the Contreras family and Tequila
Distinguido.
Prior Distribution included:
Union/Glazers (Chicago) 1,500 cases
Deluca (Vegas) 280 cases
Republic National (Georgia-Florida) 550 cases
Mexcor (Texas) 2,950 cases
Glazers (Texas) -- 300 cases
LCBO Canada 510 cases (Global market penetration)
For three years Tequila Distinguido has stood strong as a brand respectfully because of the
skill set of the management team. Since Emperial Americas acquisition, Tequila Distinguido
distributed 700 cases in Texas alone and exceeded 1,300 case depletions by the end of 2008.
Today we have sold more than 2900 cases with todays equations would calculate as 5800
cases.
Award winner in the San Francisco World Spirits Competition 2012, Tequila Distinguido was
selected as the first product launched because of its current brand equity. The remaining
Emperial Americas product lines will launch during 2012-2013. With our marketing strategy we
can insure that these brands will enjoy the same successes that Tequila Distinguido has seen.
The established components of Emperial Americas marketing plan include:

Strategic partnerships with Regional and National On and Off Premise accounts,
25 to 30 percent gross profit for our distributors.
Meaningful trade programs
Marketing budget that does not depend on case sales
We are confident that our strategy will deliver results.

We Create Brands People Talk About

10

10

Founders And Management Team

The management team is comprised of two highly motivated, experienced, well qualified and
committed individual who hold 100% of the equity interest in the company. The management
team and their sales team are veterans in the spirits industry with expertise in launching new
brands, establishing and managing the brands globally and delivering a profit and return to
shareholders. The team is also supported by a very strong group of advisors and consultants
who have extensive experience in financial matters and public trading companies.
The team has:
Proven business start-up skills, with bottom line responsibility
Experience in business start up (finance, marketing, operations and legal aspects)
Personality profiles that reflect the synergies of cohesive group dynamics

Distinguished Team
As of December 31, 2009, Emperial Americas has four (4) full time employees and three
(3) Independent Contractors who serve as consultants to the company. No employee is
represented by a labor union. All Independent contractors has signed agreements with
Emperial Americas and are paid on a variable success basis dependent upon sales generated
by them.
As Emperial Americas grows there is a limited need to expand overhead because products
are sold in a three/four tier distribution system. Below is the organizational plan to increase our
team over a three year period. (See Appendix A for Job Descriptions)
Year 1
4 Distinguished Market representatives
6 Brand Ambassadors (2 per primary markets)
Year 2
2 Regional Business Development Managers
4 Individual Brand Managers
1 National Accounts Specialist
1 Export & Duty Free Manager
14 Market Representatives
28 Brand Ambassadors (2 per market)
Year 3
2 Regional Business development Managers
4 Individual brand Managers
1 National Account Specialist
14 Market Representatives

We Create Brands People Talk About

11

11

Brief Resumes of The Management And Advisory Team

Alonzo Pierce - Founder
Ever since the companys debut back in 2008 as a marketing and Importer company, Mr.
Pierce has not only been credited as the founder of Emperial Americas, but he has solely
been responsible for running all facets of the business including managing all day-to-day
operations, product quality and control, front office to back-end operations, client reputation
management, sales and marketing solutions and overseeing the sales and executive
management teams.
Dating back to his tenure as Texas State Manager for Blavod Extreme Spirits, Mr. Pierce
gained product positioning for Players Extreme Vodkas, Cielo Tequila and Blavod Vodka
and increased sales for the company in the state of Texas, Louisiana,Mississippi, Arkansas, by
doubling the sales efforts for the brands. When Sapphire Brands acquired Blavod Extreme
Spirits he was promoted to Regional Director of Spirits and the companys new acquisition, EOS
winery from Paso Robles, California.
In this role he handled the development of marketing and sales strategies designed
to promote vertical sales in the ad and internet marketplace. Leveraging established
relationships with distributors , he was solely responsible for managing and maintaining
accurate inventory with verification of vendor reports and client relationships with all levels of
the trade in the following markets: Oklahoma, Texas, Arkansas, Louisiana, Mississippi. Mr. Pierce
served as Executive Director for Big Cat foundation, a non-profit organization. Also served
as a private banker with Star Bank in Cincinnati Ohio. Mr. Pierce received a B.A. from Baylor
University in Waco ,Texas in Telecommunications in 1992.

Bruce K. Klein - COO

has served as a member of the Board of Directors since April 2010. From March 2005 until
January 2009, Mr. Klein served as the Chairman of the Board of Drinks Americas Holdings, Ltd.
and was Vice Chairman of the Board from September 2002 to March 2005. From February 1999
to present, Mr. Klein has served as the Managing Partner of Victory Partners LLC, a company
created to fund private businesses in their early stages. In the last six years, Victory has funded
six businesses in technology, vitamins and internet services areas, of which three have become
public companies.
From 1992 to 1997, Mr. Klein was a registered representative of the Equitable Companies,
responsible for sales and services to high income clients, acting as an investment advisor and
estate planner to an exclusive client base. From 1986 to 1991, Mr. Klein served as President of
Transatlantic Exports Corp., where his duties included the purchasing and exporting of finished
and contract goods throughout Europe and Africa. From 1980 through 1991, Mr. Klein owned
several retail businesses in lumber, hardware home centers and decorating. Mr. Klein received
a B.S. in Finance and an M.B.A in Marketing from Farleigh Dickinson University.

We Create Brands People Talk About

12

12

Thomas M. Geoghegan - Board of Directors

Born and raised in the Chicago metropolitan area, Tom Geoghegan attended local schools,
and graduated from Loyola University with a B.A. degree in 1971. Tom then worked a variety of
food and beverage operations in Chicago, Milwaukee, Atlanta, Nashville and Houston, before
moving to San Antonio, Texas in the early 1980s. For the next 30 plus years, Tom has worked
both the on- and off-premise, and the wholesale side of the alcohol distribution business,
working for companies that included HEB, Gabriels, and Glazers, among others. Tom has
extensive vendor and customer contacts in the South Texas market, and has worked with key
wine, spirit, malt and non-alcoholic suppliers.
Tom is accredited by the Society of Wine Educators as a CSW (Certified Specialist of Wine),
and also as a Level I Master Sommelier by the Court of Master Sommeliers. He is currently
preparing for his CSS (Certified Specialist of Sprits), and the Level II certification. Tom has also
worked as a judge and member of the steering committees for the San Antonio Livestock
and Rodeo wine competition, the San Antonio Express-News wine competition, and the KLRN
Public Television Fine Wine and Cuisine Tasting, in addition to his work with the St. Phillips
culinary program, and the new San Antonio branch of the Culinary Institute of America. His
charity work includes fund raising for the United Way, the American Cancer society, and the
Susan B. Komen fund. Tom and his wife Kathy, and son Brody live just outside Boerne, in Fair
Oaks Ranch, Texas.

Todd Waggoner - CFO

Chief Financial Officer leads Emperial Americas financial and accounting operations on a
global basis. While maximizing profits, his experience and insights in corporate strategy will
guide the Company through business growth, accounting and reporting, treasury activities,
acquisitions, tax planning, internal audits, and investor relations. He is equipped with tough
entrepreneurial skills and strong qualifications in financial (GAAP and non-GAAP) accounting.
Before joining Emperial Americas, Waggoner was the Chief Financial Officer and Treasurer for
CK Home Products Inc., a position he held since 2008. During his tenure at CK Home Products
Inc., he was instrumental in developing their core business plans, creating sound audit and
internal controls, served as a liaison with the SEC and was responsible for audits with CPA Firms.
Waggoner has diverse experience including holding various Senior Executive Management
positions such as Chief Financial Officer, Treasurer, Corporate Controller, Secretary and Staff
Account with a variety of manufacturing, retail and distribution companies.
Mr. Waggoner has more than 20 years of directing general accounting, cash management,
financial and tax reporting, acquisitions, leveraged buy-outs, banking relations, credit and
collections, insurance, audits, and forecasting. Mr. Wagoner, a Certified Public Accountant
received his Bachelor of Arts degree in General Studies from Louisiana State University and
an Accounting degree and a Master of Business Administration from the University of South
Florida. Waggoner is married with three children and reside in Winston Salem, North Carolina.

We Create Brands People Talk About

13

13

Joel Contreras - Board of Directors

As a member of Emperial Americas Board of Directors, Mr. Contreras is responsible for Quality
Control for the US and Mexico Operations. Mr. Contreras is highly focused in this position to
ensure that all of Emperial Americas products fit both quality and legal compliance both
domestically and internationally. He is also responsible for inventory control, product design,
research and development. Since 1990, Contreras has owned the largest potato wholesaler in
Mexico; Papas Mexicana, which spreads through out 20 states in the region.
In 2003 he and his family engineered Tequila Distinguido and several other premium tequilas in
which he is responsible for production and CRT compliances for Emperial Americas. Previously
he has held various Executive Leadership roles with Companies such as Casa Wong Papas,
Avicola Jaguar and Club Social Y Deportivo. A Native of Jalisco Mexico, Contreras holds
a Bachelors Degree in Business from Facultad de Contadura Pblica de la Universidad de
Guadalajara. He and his wife Maria reside in Jalisco Mexico and have four children.

Job Descriptions
National Brand Manager
The National Brand Manager is responsible for supporting and training our distributors and
on-premise staff throughout our distinguished markets. They are responsible for ensuring
the delivery of our consumer marketing strategies to build our brand. This position translates
national and regional strategy and drives innovative new programming from the field
thus making sure we continue to differentiate the Emperial brand and impact key target
consumers.
National Account Manager
The National Account Manager develops and maintains national and major on-premise
and retail accounts. Increase business among existing accounts and promotes Emperial
to new accounts in order to meet Emperials strategic business objectives. This position
requires familiarity with a variety of the marketing concepts, practices and procedures to
ensure our brands are visible in the premier on-premise accounts and prominently placed
within key retailers.
Regional Sales Manager
The Regional Sales Manager directs the actual distribution and movement of Emperials
products to the customer. They will coordinate sales distribution by establishing sales
territories, quotas and goals and establish training programs for market representatives.
This position will penetrate new markets and look for new products for which Emperial may
obtain license/ ownership rights in order to expand our brand portfolio.
Brand Ambassadors
Brand Ambassadors are the representatives of Emperial that will best portray our
products. Brands Ambassadors are an essential part of our team because they are the
tastemakers and influencers of their markets who will work hand in hand with our market
representatives. They are the regional personalities in each distinguished market who are in
We Create Brands People Talk About
14

14

touch with what is hot and happening on the scene.

Distinguished Market Representatives
Distinguished Market Representatives will ensure all corporate brand initiatives are
achieved with each distinguished market by actively developing and maintaining our top
10 accounts (bars, restaurants, hotels and retail). In addition they will work closely with our
local distributors by educating and motivating to collectively achieve Emperial Americas
desired results.

The Offer
We are seeking $2.5 million in a preferred equity transaction from investors who have an
interest in the alcoholic beverage industries. With its recent rise in social appeal, alcoholic
beverages are currently as much as a fashion statement as clothes and/or music. A Nielsen
study found that liquor store sales of celebrity driven spirits Increased 21 percent in 2010. Retail
tastings and sampling stations are incentive for brands creating awareness and equity as its a
key interaction opportunity to brand educate and create brand awareness. Thus, we believe
investors should recognize outsized returns from an investment in this industry.
Alcohol defies resilient trends due to its uplifting nature and social role in society. One of our
goals is to generate name recognition and brand awareness. Instant recognition will enable
us to spend very wise on marketing and more on quality control. Quality is essential for a
successful product.
The initial capital raise of $1.2 million U.S. dollars is required to meet outstanding obligations
and finance company operations. Uses of capital include:
Offices and Warehouse
Brand Identity & Education Awareness
Compliance & Licensing
Production Runs
Legal & Trademark
Strategic Partnership
Payroll & Administration
Market Research & Development
Subsequently the additional $1.3 million U.S dollars is needed to finance the following:
Marketing and promotion of existing brands
Product launches of each additional brand
Purchasing Inventory
Market Research & Development
Strategic Partnerships
Print Advertising

We Create Brands People Talk About

15

15

An investment in Emperial Americas, Inc. offers balance to an investment portfolio:

Competitive Edge- Business leverages a unique marriage between alcoholic beverages
and the world of Entertainment.
Experienced Management Team- Including the top alcoholic beverage consultants.
Cost effective-key co-pack arrangements allowing for an equal playing field, low
production over-head and therefore a focused effort on building brands.
Attractive Brand Value- Brands such as Grey Goose & Hpnotiq sold for $2.1 billion and
$50 million respectively. Lesser known brands such as Ursa Vodka sold for $245 million in
2005.

The Products
Distinguish
Yourself.

Dont Drink and Drive.

tequiladestinguido.com

Launched in 2008, Tequila Distinguido (Distinguished in English

translation) guarantees great tasting premium tequila with every sip.
From deep in the heart of Mexico is tequila rich in tradition respectful
of the heritage and. Tequila Distinguido is an authentic, all-natural,
estate-grown premium tequila, made from 8-10 year old 100% blue
agave that is double distilled to the highest standards for an incredibly
smooth and refined taste. The traditions of the Contreras family for the
preparation of tequila has been kept as a jewel, polished with work,
customs and the DISTINCTION in its process. Distinguido is made in the
highlands of Jalisco, Mexico.

The artisan-style crafts of Distinguido include Silver, Reposado, and Aejo.

Silver: Clean spicy aroma of orange, vanilla, ripe banana and mint
the mix of bracing and creamy intertwined, the flavors of anise, herbs,
apricots and orange ring through.
Reposado: Aromas of caramel, spice, orange peel, warm oak,
cinnamon, earth, and grassas satisfying as a nice cognac. Rich flavor
that resonates on the palette.
Aejo: An alluring aroma of brandied fruit, lush with elegant notes of
prune, candied walnut, dark chocolate and toast classic elegance.
Major Benefits
Delivers consistent quality taste every time
Responds to changes in consumer tastes for new and premium tequilas
Double distillation process and handpicked agave plants are superior in taste to
competitively-priced tequilas
The clear bottle and label are synonymous to the distinction that comes with drinking
the worlds most distinguished tequila
By 2013, Emperial Americas will have a collection of internationally established brands of wine
and spirits.
We Create Brands People Talk About
16

16

Don Contreras Reserva Tequila

Finest tequila ever engineered by man to perfection and distinction.
Silver: naturally fermented for up to four days; the agave juices are then tripledistilled in antique copper stills and bottled un-aged. The result: a smooth, super
premium tequila to be enjoyed simply chilled.
Reposado: aged after fermentation in American Oak Barrels for 364 days before
bottling. This perfectly blended tequila creates the ultimate cocktail.
Aejo: aged after fermentation in American Oak Barrels for at least three years
before bottling. The result is exquisitely smooth, super premium tequila. like a fine
cognac, is meant to be sipped and savored.
Don Jose (Mixto)- Produced from a blending of at least 51% agave spirit.
Mixto can be made in Reposado or Anejo style and is the only tequila
product that may be shipped in bulk to be bottled outside of Mexico. Usually
used for volumes of margaritas

Broken Barrel Bourbon

This respectfully proofed Bourbon is sure to bring back the fond memories of
prohibition.

Production
Currently Emperial Americas uses: CIA Distiladora S.A. to package
our Tequila Brands. We will use other co packers to prepare bottle
and packaging for our other products: Broken Barrel Bourbon
and Independence Rye. We have the options to acquire 100
percent of brands from the production facility in Mexico for Tequila
Distinguido, Don Jose (well) and Don Contreras. In the event
our contract with our co- packers is ever terminated our plan is
to replace them with another company that is comparable in
quality. However, it is important to note that if this above were to
occur our business would not be disrupted.
In the contract packing industry it is customary and expected
that we make arrangements for our contract packing needs in
advance of the anticipate requirements. Accordingly it is our
business practice to mandate that our independent distributors
place their purchase orders for our products at least 14 days in
advance of shipping. Other than the minimum case volumes
requirements per production run we do not have a minimum
production requirements.
We Create Brands People Talk About
17

17

Tequila is the most highly regulated commodity next to petroleum and has seen tremendous
growth from 1996. Where there were 46 distilleries in Mexico making 300 different brands of
tequila, today there are more than 89 distilleries producing over 617 brands. In 1997 you would
pay $80.00 per metric ton and since the new millennium the going rate has surpassed $2,000
per metric ton while still today the average pay for a Jimador is 500 peso per month ($50.00).
The agave is classified as a succulent and not a cactus. Agave belongs to the agave family
of the following plant Liliales. There are over 200 different classified types of agave and 400 to
500 actual different types. The Weber Blue Agave ranges in height from 5 to 8 feet and weighs
between 100 to 200 lbs but can reach 500 lbs. The agave takes 8 to 12 years to grown. Tequila
is Mexicos national spirit. Its derived from fermentable sugar which is its own source from the
Weber. Tequila is a distilled spirit from the juice of the agave. It may only be produced from the
Weber Blue Tequila grown in the State of Jalisco near the town of tequila.
There are two types of tequila: 100% Blue Agave and Mixto which is 51% from Blue agave and
the remaining from other sources.
Bourbon is distinctly an America spirit. To be labeled as a bourbon the distilled spirit must be
produced from a mash containing at least 51% with the remaining from either rye, wheat or
barley. Bourbon must be aged in new charred barrels made from white oak and not over 160
proof. It must age in barrels for no less than two years. Good whiskey is produced in Tennessee
form similar ingredients but is not labeled as Bourbon because the process is not included in
the legal description.

Producer Information Distinguido Facility

The Origin of Tequila Distinguido (Distinguished is the English translation), dates back to the
1840s in the southern part of Jalisco with the Contreras and Godinez Family. Based on their
high quality standards, Emperial Americas has been able to
produce excellent tequilas from the careful selections of the
most mature blue agave plants to the detailed attention that
is given in every step of their production. Tequila Distinguido is
distilled in fresh spring water that runs through distillery leaving
the consumer with a very clean non-toxic experience. This purity
combined with the complexity derived from the aged tequilas
make Distinguido distinguished. This is a product unlike others
that uses the agave that has been distilled for 8 to 10 years. Its
because of this process that taste makers often comment this
Tequila taste like no other. Distinguish Yourself Drink Tequila
Distinguido

We Create Brands People Talk About

18

18

Producer Agreement
Emperial Americas, Inc. has an in principle agreement and exclusive rights with the Contreras
family, owners of the land and distillery where the award winning Tequila Distinguido line
extensions are produced. Emperial Americas has been designate as the exclusive importer
into the United States for CIA Distilladora De Acatlan S.A. the distillery in Jalisco, Mexico
where all of the worlds tequila is produced. The distribution agreement between the distillery
and the company runs until May 31, 2017, and is renewable for successive five year renewal
terms unless either party gives the other party 60 days written notice of non renewal. Emperial
Americas is is the only company permitted to import or sell spirit bearing the trade name
Tequila Distinguido.
Importation
Emperial Americas has benefited from distribution- centric operations in managing the
current and future imported alcoholic brands in their portfolio. By reducing the overall
purchase cost that imported products offer, businesses can obtain a price advantage over
the competition while maintaining, or even increasing sales margins. While the potential
is great, inefficient import management and buying practices can eat away, or even
eliminate the benefit of importing the alcoholic beverages in the company portfolio.
Automatic suggested purchase orders from the distillerys and our distributors, seasonal
order bookings and collaborative forecasting with customers for import booking from a
national level are also set up in the companies platforms supported by final landed costing,
selling and sourcing currencies and tracking pre- paid inventory
Warehouse
Emperial Americas stores inventory that has been shipped to the US for sale in a secured
government stateside industrial facility. The warehouse becomes an extension to the
order desk and a critical part of our business and it support us in delivering our promise of
improved customer service.
Distribution
We currently have relationships with a complete network of independent distributors and
brokers throughout North America through whom we sell our products. The policies of
our distributors vary; we have entered into written agreements with a number of our top
distributors for varying terms; leaving a few distribution relationships that are solely based
on purchase orders. Product distribution will be facilitated by utilizing national distribution
channels of the large corporations with whom we have secured strategic alliances. Such
corporations will typically have nationwide coverage.
Tequila Distinguido is distributed through:
Glazers (Texas)
Premier (Florida)
RNDC (Mississippi)
RNDC (Arizona ,Colorado)
Deluca(Las Vegas)
RNDC (Louisiana)

We Create Brands People Talk About

19

19

The actual sales & marketing of our brands are technically handled by the individual
distributors of each state. While this is true, it is imperative that Emperial Americas, Inc., the
supplier, maximizes the effectiveness of each distributors effort by giving them the necessary
tools, support and marketing efforts needed to ensure our brands will get the respect, push
and full commitment we desire.
This strategy will ensure a presence in the market that increases awareness and builds demand
as well as a certain cache.

The Future
Emperial Americas product offerings will be positioned as the new, innovative alcoholic
beverage brands that fill the need of the market: distributors, wholesalers and retailers and
subsequently the consumer. Our initial product is Tequila Distinguido; Emperial Americas, Inc.
will release more brands followed with beverage industry blitz introductions
Exit Mechanisms
Emperial Americas, Inc. will pursue future brand acquisition opportunities and /or public
transaction within 5 years. To give the company a solid base earnings has been factored
into the valuation calculations and reflects a conservative rate for this industry. As Global
Fortune 500 companies continue to place an increasingly high value on global portrait
brands people will coninue to demonstrate a willingness to pay a premium acquisition
price for unique established trademarks.

Strategic Partnership
Partnerships are the Foundation for Success.
Partnerships enable Emperial Americas to make continuous improvements and achieve a
sustainable competitive advantage. By sharing with others, Emperial Americas is able to direct
resources and capabilities to projects that are most important. We will focus on creating the
brands people talk about. We will launch more print advertising by selecting the mediums that
best support our brand, philosophies and positioning. The blend of advertising will consist of:
Regional lifestyles
Trade publications,
Men and women lifestyle magazines
Celebrity based and key industry functions
We will also participate as sponsors for key events that will give us the best branding
opportunities.

We Create Brands People Talk About

20

20

Current Key Partnerships

Following the advice of our Management and Marketing Consultants we will continue to
develop business development and overall marketing /partner strategies that will allow the
company to expand and service its portfolio and its customer base. Also servicing involving
investor relation, corporate finance or introductions to funding and banking services
Some of the key partnerships we have developed are:
Specs Fine Wine and Spirits - Specs is listed as the largest and
most profitable Liquor retail chain in North America along with
BevMo in the western states. Specs has over 60 outlets with a
new location opening everyday as well as acquisitions. Tequila
Distinguido is one of the top selling tequilas and brands in this
chain on the retail and wholesale perspectives.
Landrys Restaurants - A Fortune 500 company that has several
concepts in more than 30 states and is currently one of the
largest casual dining and entertainment (Rainforest Caf,
Golden Nugget in Las Vegas) companies in North America.
Tequila Distinguido launched the Thursday Tequila Takeover
with the radio promotion at the Cadillac Bar concept and will
continue to make its rounds of introductions throughout the chain
bi-weekly.
Patrick Henry Creative Promotions (PHCP) - Emperial Americas
has a corporate partnership with Patrick Henry Promotions to
help guide and land our brands into national concepts and
accounts. PHCP is a full service food and beverage marketing
agency specializing in the design, implementation and
evolution of innovative and revenue generating food and
beverage programs, as well as collateral and support. Patrick
Henry Creative Promotions has received several awards for
supplier excellence.
Headliner Market Group (HMG) -is a premier marketing and
promotions company. HMG was founded for the purpose
of creating a resourceful and reliable company with the
knowledge and expertise of party planning and coordinating
special events. The company strives to provide creative,
cutting edge events that establish HMG as a dominant force
in the entertainment industry. HMG designs and produces
exciting high profile one-of-a kind events through the
combination of service, superstar celebrities, trendsetters and
tastemakers. HMG list of clients read as a Whos Who in
the entertainment industry, such as: Diddy, Russell Simmons,
Magic Johnson, Jay-Z, Allen Iverson, Mariah Carey, Shaquille
ONeal, Ashton Kutcher, Jamie Foxx, Christina Milian, Nelly,
We Create Brands People Talk About
21

21

Usher, Timbaland, Missy Ellliot, Pharrell Williams, Paris Hilton, Scott Storch, Shemar Moore, Alonzo
Mourning, Christina Aguilera, Kanye West, Jermaine Dupri, Dwyane Wade, Busta Rhymes, DJ
Clue, and many other notables.
HMG is a promotions company with a desire to create innovative events while providing
quality services to clients and consumers. Established in 2001, hard work and commitment
have allowed HMG to rise to elite status while creating the highest in attendance record,
star studded urban and/or crossover events in the nation. emperial has formed a strategic
partnership with HMG to leverage HMGs success and ability to get our brands in front of the
Whos Who those who create the trends the rest of the world follows. HMG will be the
official coordinator for special events and parties with our distinguished markets.
By forming these strategic alliances, emperial will gain competitive advantage through
access to resources, markets, technologies, capital and people not otherwise available to us.
We intend to leverage our alliances to expand our business more quickly and efficiently by
extending our technical and operational resources.
MAHONEYBROWN INTERNATIONAL To compete and win in the 21st Century global economy
emperial must embrace a flexible, entrepreneurial mindset and culture. The speed of business
has never been greater - it is imperative for our organization to rapidly identify, validate,
articulate and act on growth and change initiatives. MAHONEYBROWNs goal is to assist
emperial in doing this. MAHONEYBROWNs unique service platform and methodologies, highly
credentialed team, and vast industry and project experience enable emperial to draw on
a wide pool of experts in the area of strategic planning, business development, marketing,
corporate identity and branding. MAHONEYBROWN provides the leadership, project
management, market expertise, operational know-how and technical proficiency we need to
ensure our success.
MAHONEYBROWN is a leading provider of professional advisory services to startups, small and
medium-sized enterprises, middle market organizations, and Fortune 2000 companies pursuing
growth and entrepreneurial initiatives.
Other key partnerships include but are not limited to:
Glazers Distributing - www.glazers.com
Republic National Distribution - www.rndc.com
Los Cucos Mexican Cantina (regional accounts)
Slick Willies Pool Hall (regional accounts)
Buffalo Wild Wings (regional accounts)
Hillenburg Motorsports (Indy Car racing)
Twins Liquor
Specs Fine Wine and Spirits
Our model is designed to assemble strong individual and independent brand identities within
a balanced brand portfolio, and a solid global platform from which we will launch and build
new and existing brands. We are confident in our ability to gain significant market share
through solid strategic sales, and a strong marketing infrastructure. To make our brands stand
out amongst the rest, we will take our time on each of the brands dedicating the resources
necessary.
We Create Brands People Talk About
22

22

Macro Environment Analysis

The Distilled Spirits Council of the United States (DISCUS) represents companies that produce
and market alcoholic beverages. Members of the organization are expected to adopt a
Code of Responsible. The goals of this code include eliminating advertising that might be
directed toward people under drinking age and promoting responsible drinking by legal-aged
adults.
According to DISCUS, in 2010 the beverage alcohol industry contributed nearly $600 billion
to the total U.S. economic activity of which distilled spirits accounted for nearly $400 billion of
this amount. Additionally DISCUS reports spirits accounted for 33.3 percent of the alcoholic
beverage market in 2010, up from 32.9 percent in 2009. By contrast, beer lost market share,
making up 49.8 percent of the market, down from 50.5 percent in 2009. Last year marked the
first time in at least 12 years that beers market share fell below 50 percent. Looking ahead,
DISCUS spokesman Frank Coleman states the industry has cautious optimism that the
recovery will continue, but he noted that the outlook over the horizon remains murky.
In 2010, the U.S. retail dollars from the sale of all alcohol beverage products increased in
volume for the eleventh year in a row. Supplier revenues grew 2.3 percent totaling $19.1
billion in sales. Additionally, DISCUS reports a dramatic shift in consumer preferences as
demonstrated through new revenues by price category from data reported in 2009 with Super
Premium garnering $303 million ($3.1 billion and 16.2 percent of gross revenue), High End $142
million ($5.1 billion and 26.6 percent of gross revenue), Premium $55 million ($6.9 billion and
36.1 percent of gross revenue), and Value -$76 million ($199 million in 2009 and $4.0 billion and
21.1 percent of gross revenue).
DISCUS data illustrates how Tequila, Whiskey, and Vodka significantly contribute to this growth.
Tequila volume grew 3.6 percent to 11.6 million cases. The revenue for tequila also increased
4.0 percent to $1.7 billion. Each price segment reports an increase in volume with Value up by
2.9% and revenue up 1.3 percent ($3 million), Premium up 2.5 percent with sustained revenue,
High End up 17 percent and revenue up 15.5 percent ($22 million) which was attained with
only 900 thousand cases, and Super Premium up 2.2 percent and revenue up 7.4 percent ($40
million).
DISCUS also reports growth in 2010 for Whiskey (including Bourbon, Blends, Canadians and
Irish) accounting for 29 percent of industry revenues at $5.6 billion and 25% of industry volume
at 47.1 million cases. Though volume for Value brands was down 2.0 percent, overall volume
for Whiskey reported up 1.4 percent with Premium sustaining its revenue and High End and
Super Premium giving strong performances with 5.0 percent and 8.1 percent respectively. In
particular, Bourbon and Tennessee reported up 2.5 percent with Super reporting up 16.2%.
Vodka provided strong support to the industry also, according to DISCUS. It provided 31
percent of industry volume with 59 million 9-Liter cases, up 6.1 percent in 2010 and 25 percent
of industry revenues at $4.8 billion, up $230 million from 2009. All categories reported increase
in volume and revenues with Super Premium attaining volume increase of 17.7 percent and
revenue increase of 13.8 percent totaling over $122 million. Additionally Value reported
We Create Brands People Talk About
23

23

volume up 3.8 percent and revenue up 2.5 percent ($26 million), Premium volume up 8.9
percent and revenue up 6.7 percent ($80 million), and High End volume up 3.2 percent and
revenue up 0.2 percent ($3 million impacted by strong performance of Super Premium).
As the DISCUS data details, the beverage alcohol industry continues to sustain its record of
expansion and growth. With the U.S. economy experiencing recovery from recession, there
is significant anticipation that this trend will continue and the industry will also grow with the
occurrence.
Social Trend
The growth in distilled spirits retail sales is showing little signs of slowing in the near future.
Increasingly wealthy consumers will continue to trade up and due to time constraints are
eating out more frequently. The continued tendency for consumers to drink more and drink
better alcohol beverages is fueling this growth across all categories. From higher priced
craft beers to imported wines to ultra premium spirits, the typical consumer is becoming
more astute and that is translating to a healthier bottom line for the industry.
The US bar and nightclub industrys drinking establishments primarily engaged in the retail
sale of alcoholic drinks number around 45,000, down from 60,876 in 2007, according to Dun
& Bradstreet, which generated approximately $18 billion in combined annual sales revenue,
with the average establishment accounting for about $200,000. States representing the
majority of drinking places were: Wisconsin with 4,489; California with 4,449; Texas with 4,388;
New York with 4,283; Illinois with 3,634; Pennsylvania with 3,572; Florida with 3,191; and Ohio
with 3,201. Other significant states included Michigan, New Jersey, Louisiana, Indiana, Iowa,
Minnesota, and Washington. US consumer spending on services, an indicator of recreational
activities like bars and nightclubs, rose 1.9 percent in July 2010 compared to the same
month in 2009. Sophistication and luxury are key elements driving this resurgence. A wide
selection of high-end spirits served in unique barware is just one of the things consumers
have come to expect when dining out or enjoying a cocktail at their favorite watering
hole. In addition to the luxury cocktails, spirits flights are also proving to be wildly successful.
A flight of spirits allows diners to compare a selection of small samples of a specific spirits
category (i.e., Bourbons, tequilas, whiskies, etc). Rosa Mexicano (Washington, D.C. and
New York) allows customers to try flights of sipping tequilas from three different categories blanco, reposado and aejo.
Alternatively, cocktail flights are also being served. This is generally a set of themed-based
cocktails. For instance, Nacional 27 in Chicago offers mojito flights consisting of the Mojito
Classic, Pomegranate-Ginger Mojito and a Pineapple Mojito. Sugarcane Lounge in New
York City allows large groups to sample from a wide variety of creative cocktails presented
in a cast-iron Cocktail Tree. The tree offers 12 cocktail samples for $50. With so many
cocktails to choose from, our diners often have trouble settling on just one, said Paul
Tanguay, who created the flights menu at Sugarcane Lounge at Sushi Samba.
As spirits sales continue to soar, successful on-premise establishments are capitalizing
on these new trends and creating their own to bring consumers the ultimate cocktail
experience.

We Create Brands People Talk About

24

24

Several other cultural, demographic and industry-specific trends explain the continuing vitality
of the wine and spirits industries:
The increasing cultural acceptance of the potential health benefits of moderate wine
and spirits consumption.
A thriving cocktail culture.
The American consumers slow but steady movement away from beer, in favor of
wine and spirits.
More pairing of food with spirits, especially with Latin and Mexican cuisines.
Economic Trend
Consumers today have a larger disposable income
Urban populations are growing and feeding periods shortening
Research suggests that coffee sales increase if the product is made more available to
the consumer
The 2010 U.S. Consumer Discretionary Spend shows that consumers spent more than
$70.0 billion dollars on beverage alcohol, with more than half going to the wine and
spirits industry
The distilled spirits industry is a major contributor to the nations economy generating
around $600 billion in U.S. economic activity annually. Over 1.2 million people are
employed in the United States in the production, distribution and sale of distilled spirits.
Social Responsibilty remained top priority
Industry recession resilient proved to be true.
Gains in market share should position spirits for strong growth as economic recovery
gains momentum.
Sunday sales targets : GA, CT, IN,MN,TX, WV, NC and OK

COMPETITOR ANALYSIS
Emperial
Americas

Diageo

Pernod
Ricard

Bacardi

Fortune
Brands

Financial Backing

Customer Exclusivity

Distribution Channels

Product

Commitment to Technology

Cost Structure

Selling Force

Total

27

33

25

31

26

Legend: 5 = Excellent; 1 = Poor

We Create Brands People Talk About

25

25

CUSTOMER PROFILE
Emperial Americas, Inc. has two customer categories: On-premise and Off premise customers.
On-Premise
The 2011 market showed that On-premise premium spirits
account for 50 percent of total US sales with only a slight
growth in off -premise spirits. The focus in our distinguished
markets must be in the on-premise establishments where
brands are made. Our clear and present visibility at all
of the top establishments insures we are building brands
and forging consumer relationships. We have assembled
the personnel to accomplish this task. Our plan focuses
on working with the level of management that oversees
the actual doing of work frontline management at the
selected on-premise establishments. All the decisions will be
made by those managers who have a direct impact on
productivity, profitability, relationships with customers and
workplace morale. Our skilled team of professionals will
equip the on-premise frontline managers with the required
knowledge, skills and understanding to enable them to
manage their own performance and that of others, as well
as the important operations related to their work.
Off premise
Emperial Americas Inc. will continue to target major liquor retail
establishments in the Distinguished markets. The majority of wine &
spirit retailers provide a number of merchandising and promotional
program opportunities to suppliers of beverage alcohol brands. All
program initiatives must be applied for through formal
applications based on specified promotion criteria.
Our efforts are designed to ensure key visibility in the
top retailers. Our retail Programming will feature our
brands through:
Contest Advertising
Mail- in Coupons
Instant Rebate
Neck Tags
In-store tastings
Ethnic Niche Programs
End Aisle
Shelf Extenders
Shelf Talkers
Limited Time Offers
Value-Added Special Events
Air Miles
We Create Brands People Talk About
26

26

Sustainable Competitive Advantage

Emperial Americas, Inc. will succeed because of the following:
A strategic alliance with the Contreras family, owners and producers of the distilled
spirits in our portfolio providing it with credibility and well established distribution
channels to establish the business in its formative stages
Resurgence in cocktail culture on and off premise
Spirits advertising ride a wave of equal access
Extraordinary growth of premiumization
Solid US spirits export gains
Strong Management and sales team of both committed /experienced people
Proven business model that where trademark brands roll out faster with focused
investment
Momentum for spirits modernization builds across nation
Return of consumer confidence.

Basis for Growth

The basis for growing the venture is reflected in the following three
strategies:
Continue research and development of new and innovative

products to meet the current and future needs of wine and

spirits consumers.
Total US Coverage all brands within 18 months after pipeline

is sufficient.
International Expansion China, Romania, Vietnam, Israel,

Russia, Canada, Singapore, Dominican Republic, and Latvia

Solid Foundation
Our focus will be to grow our company organically and through
distinguished acquisitions
We will continue to create long-term value for our shareholders,
reinforcing our future as a global leader in the alcoholic beverage
industry.
We will frequently assess our plans in reaching our objectives and
goals while staying proactive to the changes of our industry.
We will continuously study our consumers behavior to meet their
changing demands.
We will work tirelessly with our team of personnel and distributors to
insure they are delivering first in class brands to market.
We will form strategic partnerships to assist us in building a solid
infrastructure from which we will launch new and existing brands.
We will look for innovative and fresh ways to advertise our products while being
responsible in all of our marketing efforts.
We will stay diligent in balancing risk and reward.
We intend to create the worlds best brands. We have the products, we have the people
and we have the plan. We create the brands people talk about.
We Create Brands People Talk About
27

27

DISTINGUISHED MARKETING GOALS

The company has created a set of key media and marketing relationships which when
combined with our distinguished branding will keep our products in the forefront of media
mentions and exposure with limited or no investment. Our marketing plan is based upon
our strategy of building strategic partnerships. Our marketing slogan is We Create Brands
People Talk About. Our marketing and pricing policies and programs take into consideration
competitors prices and our perception of what a consumer is willing to pay for the particular
brand and product in the retail environment. Our goal is to competitively price Tequila
Distinguido with other comparable premium tequila brands and provide a higher quality
product at the selected price points, stronger brand awareness and more appealing
marketing campaigns than the competition. We believe our marketing plan supports category
premium pricing and sustained growth of our brand.
Our marketing plan for Tequila Distinguido focuses on building brand recognition with
our distributors with the goal of a regional and, if demand warrants, a national roll-out. Our
marketing plan contemplates expanding distribution throughout Texas and several southern
states and the East and West coast regions of the U.S., and focusing on cities and urban
centers. Tequila Distinguido has been promoted with consumer tastings, radio promotions,
point of sale materials and consumer trials. Our marketing efforts in support of Tequila
Distinguido focus largely on promotions at key distribution points prior to peak demand
periods and continuous marketing to reinforce brand identity by consumers.
We intend to attract alcoholic beverage consumers through a variety of means, including
taking advantage of a digital presence by creating technology-based marketing applications
for our Tequila Distinguido brand as it is being sold at on-premise and off-premise locations.
For example, we intend to utilize technology that allows consumers to scan the product
labels barcode with an infrared scanner to enable the consumer to view videos about our
product and be provided with Tequila Distinguido cocktail recipes during the retail purchase
experience and at the point-of-sale. We expect to continue to advertise in lifestyle magazines
and participate in promotions that we expect will encourage grown and sexy consumers
to distinguish themselves and enjoy the lifestyle we envision that the glamour of Tequila
Distinguido creates.
Tequila Distinguido is part of a fine tradition of quality liquor coming from Mexico and the
current project of Emperial Americas, and Cartreras families. Tequila Distinguido will flourish
at retail, grow as a recognizable brand and a successful corporation. The companys name
and image will have instant credibility and loyalty among the jet setting, an influential
consumer base. At the same time, Tequila Distinguido will attract new and diverse audiences
among nationwide consumers for the expensive ingredients that set it apart from the brands
competitors, eye-catching packaging, and positive celebrity affiliations and the fact the
Tequila is the trendiest liquor to drink. The objective is to make Tequila Distinguido the new
Patron.

We Create Brands People Talk About

28

28

The positioning of the brands face and a spokesperson will increase sales and positive
consumer feedback. A list entrepreneur in both the music and fashion worlds, is the kind of
person that people gravitate toward because they want to have a little piece of his life, the
music, fashion, marketing and now beverage man The Experience behind the project,
Tequila Distinguido is positioned to become a fixture in the homes, hotspots and hands of the
grown n sexy group.
The marketing challenge starting spring of 2012 is to generate consumer excitement and
demand in key metropolitan areas about Tequila Distinguido. Media will capitalize on the
pro sports seasons and focus immediate efforts on public relations and grass roots marketing
to generate an immediate buzz amongst consumers and trendsetters by creating a of high
profile media driven events in which Tequila Distinguido should have brand presence. Media
will coordinate a Tequila Distinguido street team to distribute Tequila Distinguido during key
events throughout the year. Getting the product directly to the consumer, on a hot summer
day or at a high profile event will instill brand recognition, in turn making it a favorable pick
when the consumer purchases a sports drink at their favorite retail location. During this time,
Media will also implement a strategic public relations program in addition to other types of
mediums including, new product launch events, charity tie-ins, in-store promotions and crosspromotional tie-ins that will carry over.

MARKETING STRATEGIES
Emperial Americas believes that the Companys sales and marketing strategy of leveraging
the impact of advertising, public relations and consumer awareness for its brands across all
media platforms with an emphasis on social marketing applications which at comparatively
low cost investments gives it a significant competitive edge.
Marketing Objectives
Establish a strong presence in the US market by taking advantage of the convergence of
all forms of media as marketing formats which at an extremely limited cost to the company
generate branding and consumer attention and activity:
Establish significant high-margin sales
Sustain high to premium margins
Sales Forecasts

We Create Brands People Talk About

29

29

Based on the market research undertaken, strategies developed and existing customer
relationships, the following sales forecasts were developed (in units):
PRODUCT
Tequila Distinguido

2010/2011

2012

2013

2014

3,250

9,100

16,800

21,000

3,000

15,000

20,000

600

5,000

7,500

1,000

2,000

5,000

13,700

38,800

53,500

Don Contreras Reserva

Don Jose Mixto
Broken Barrel Bourbon

TOTAL

3,250

The marketing approach will demonstrate the benefits of the Emperial Americas products.
Emphasis will be placed on how the brands create superior cocktails mixability. The key to the
marketing strategy is to identify the top ten accounts within the top ten markets and work with
the decision-makers who have the authority to acquire new brands. We refer to this as our
Top 10 Rule. These individuals can be reached through personal selling, direct mailings, trade
shows and business calls. Other marketing strategies will include, but are not limited to:
Social Media Marketing
Interactive Consumer WebSite - Tequila Nation
Radio and Television Advertising
Print & Billboard Advertising
National Spectator Sporting Sponsorships (Indy Lights, Geico)
Event Sponsorships
Product Placement
Social Media Advertising/Marketing
The company will utilize all major social media marketing applications, such as YouTube,
Facebook, Linkedin, Twitter, Squidoo and Blogger to create and position its products at
the consumer level. The company will produce highly entertaining web based television
commercials featuring our brands. A unique production concept utilizing a special
character or spokesperson (such at the Geico Gekko) for the Company has been
developed through its Dallas based
Advertising Agency. This creative
concept will be launched on
YouTube, and later on Broadcast
Television and Cable. These
commercials are designed to drive
traffic to the new consumer site,
Tequlia Nation.
We Create Brands People Talk About
30

30

Upcoming Consumer Website

We Create Brands People Talk About

31

31

Traditional Media Advertising/Marketing

The creative concept described above will also be developed in a radio and television
broadcast camping utilizing 30-second and 60-second commercial announcements that
will run during the industrys peak periods: May, June, July and October, November and
December on key radio, television and cable networks.
Additionally print ads that mirror the broadcast ads will also be placed in key publications
through our target market area to support our electronic media campaign. Our print
advertising mediums will focus on lifestyles magazines and trade publications which best
support our brands philosophies and positioning.

Event Sponsorships
The companys primary focus is to sponsor grassroots type events that allow our consumers
to reach out and touch our products. Some of the events we have already secured
include:

Birds of Prey Downhill Championship

Beaver Creek, Colorado

Latin Grammy Awards

Los Angeles, California

Houston Livestock & Rodeo BBQ Cook-off

Houston, Texas

South by Southwest
Austin, Texas

We Create Brands People Talk About

32

32

On-Premise Promotions
Continuing with the company philosophy of grassroots marketing concepts, On-Premise
promotions will be a vital part of our on-going marketing efforts. Our Social Media
campaign through our consumer website will drive traffic to these events. Utilizing our
special character from the TV campaign and professional fashion models the Company
will be very high profile and the top nite spots in our target markets.

National Spectator Sports Sponsorships

AMF/Miss Geico Racing Team Sponsorship
Emperial Americas, Inc. has entered into a sponsorship agreement with AMF/Miss
Geico Racing for Tequila Distinguido.
The AMF/Miss GEICO Race Team is the 6 time World Offshore Extreme Class Champion
and the largest offshore racing team in the world. The current Miss GEICO boat is
a neon green turbine powered (3800
horsepower) 51 catamaran weighing
over 15,000 pounds and attaining speeds
in excess of 210 mph. The Miss GEICO
Race Team is based in Riviera Beach, FL
and has been in existence since 2004.
The partners of the Miss GEICO Race
team include Gary Goodell, Marketing
Director, Gary Stray, Racing Director,
Marc Granet, Driver, Scotty Begovich,
Throttleman, and Scott Colton, Managing Partner. The team participates in 14 National
Boat Shows, 12 National and World Championship Offshore Races, and over 12
Charitable events per year.
In addition to the Miss GEICO Race boat the team also features a 41 Race boat
(which will become the Distinquido Race Boat), a 38 Caveman Cigarette VIP boat, a
36 Safety Boat, 2 NASCAR Haulers and a fleet of Kenworth trucks that transport all the
boats and racing equipment.
We Create Brands People Talk About
33

33

In addition to the race exposure the

Miss Geico Distinquido boat will be
made available during race events to
the Company for on-premise account
promotions to allow consumers to see it
up close. The sponsorship will continue
through this season and into the 2013
season as well, which is being broadcast
on FOX TV.
Indy Lights Sponsorship
Emperial Americas, Inc. has entered into a sponsorship agreement with Hillenburg
Motorsports for an Indy Lights sponsorship (a developmental automobile racing series
sanctioned by IndyCar).
Indy Lights was founded in 2002
and is affiliated with the well-known
INDYCAR and Mazda Road to Indy.
The Firestone Indy Lights series is the
main stepping stone for drivers and
teams wanting to complete in the
premier IZOD Indy Car Series and
Indianapolis 500.
Graduates from this highly successful series include Marco Andretti, Ana Beatriz, Ed
Carpenter, J.R. Hilldebrand, Jay Howard, Mario Romancini and Raphael Matos. The
highlight race of the Indy Lights schedule will be televised and/or streamed live on
IndyCar.com and on Versus at least 13 races per season.
Hillenburg Motorsports racing team began as
a hobby for owners Russell and Roy Hillenburg.
Hillenburg soon started a team with Darryl
Willis as driver, quickly launching into recordsetting statistics a a two time SCCA national
champions while setting 7 trace records in
2011 alone. At the end of 2011, they decided
to pursue owning a professional team beyond
that of the club level with Darryl Willis as their
driver.

We Create Brands People Talk About

34

34

Product Placement (Television and Film)

Products that appear in films, television series and music
videos have accounted for more than 90 percent of the
value of this advertising phenomenon. Music Videos are our
global reach. MTV reaches 387 million, VHI 86 million and BET
76 million. With a strong media push we will secure the next
generation of premium spirits connoisseurs thus creating a
larger audience.

Organizationl Plan
Emperial Americas is creating premium brands; therefore, developing a certain
collection is essential. To cultivate our collection of premium brands, we must take a
discretionary approach. We do not feel this can be achieved through traditional mass
advertising. Our model is restricted to our distinguished market approach, online brand identity
and targeted event sponsorship initiatives within our first year. Additionally, branding methods
including product placement, strategic partnerships, custom retail programming, large scale
targeted advertising and expansion into global markets will commence in our second and
third years only after we have achieved critical brand foundations.

Financial Plan
Underlying Assumptions
Management believes by participating in an attractive and growing industry that the
company benefits from a number of favorable trends.
Sales invoices to be paid when units dispatched from factory
Creditors paid 15 days end of month
Each months production is sold in the following month
Factory operations are in Jalisco, Mexico
Pay as you go has been assumed for income taxes
Financial Highlights (Best Case Scenario)
Emperial Americas growth estimates are moderate compared with the growth rates
exhibited by selecting peers during their first five full years in the market with expectations
of sales continuing to grow over the projected period.
Cash positive in each year of operation
Emperial Americas cash surplus reinvested into the brand portfolio
We Create Brands People Talk About
35

35

Critical Risks and Problems

(see Appendix B for detailed description)

Source and Application of Funds

Application

Risk Dimension

Perceived Risk

Development

Zero

Management

Low/Moderate

Marketing

Low/Moderate

Financial

Low/Moderate

Valuation

Low

Financing

Low/Moderate

Exit

Low/Moderate

APPENDIX A -

Investor Equity
$1,200,000

Operations and Marketing

$ 700,000
Working Capital
$ 500,000

Investor Equity
$1,300,000

Additional Brands
$ 800,000
Raw Materials
$ 200,000
Working Capital
$ 300,000

Critical Risks and Problems

Development Risk is currently assessed as zero due to the commercialization of existing

product, Tequila Distinguido.
Management Risk is assessed as Low/Moderate. Although there is a strong team in place,
there is always a risk of human relationships souring over time. The team is familiar with all
facets of the project and are confident that, should one member be replaced, the skills
required to fill that void can be found within the team. This would be a short-term solution and
our management team will recruit a person with the same level of experience to fill the open
position. In addition, all management team members have had bottom line responsibility and
have successful track records in developing profitable business ventures.
Marketing Risk is assessed as Low/Moderate The initial marketing risk is moderate because of
the lack of funds. However, as these products are new to the market, the broader market will
need to be educated in the features and benefits of both products. This will involve time, effort
and capital but will be assisted greatly with the current grassroots efforts of the management
team.
Valuation Risk is currently assessed as Low. The risk that the investor pays too much for the
venture is off set as
Investor funds are in tranches, and
The agreement with the Contreras family is currently in place and provides a base
from which to work.
Financing Risk - Low/Moderate, This venture is not susceptible to fluctuating interest rates.
Exit Risk - Low/Moderate Given the forecast sales, the solid returns, and the planned IPO or
Trade Sale strategy, the exit risk for the investor is assessed to be moderate to low.

We Create Brands People Talk About

36

36

APPENDIX B
SWOT ANALYSIS
The following SWOT analysis captures the key strength and weaknesses within the company
and describes the opportunities and threats facing Emperial Americas.
Strengths
Our portfolio consists of some of the most distinguished brands in the market today. The
brands in our portfolio serve as the backbone to our company. Our flagship brand Tequila
Distinguido, has already shown great promise in the high end tequila sector, Emperial
Americas has additional higher-growth and higher-margin brands that sustain our ability to
penetrate some of the fastest-growing categories and markets in the premium wine and
distilled spirits industry.
Strict financial discipline.
The management team of Emperial Americas all share the same philosophy of spending
corporate resources wisely. We have a long-term view and patient approach that enables
us to balance risk and reward. We maintain a conservative capital structure that emphasizes
stability over volatility. The management team stays abreast of the governmental and social
issues that affect our business. Under this philosophy we invest in our brands and people,
make opportunistic investments and acquisitions, and return value to our shareholders.
Weaknesses
Undeveloped presence.Emperial Americas as new company in the premium distilled
spirits supplier market will excel for many reasons. Currently operating in Texas, Illinois and
Florida Emperial Americas is still consider to be in the infancy stages of brand development.
Coupled with a strong organizational structure and key relationships in our distinguished
markets, Emperial Americas will acquire significant market share by creating and
implementing a solid strategic sales, marketing and distribution infrastructure for our brands.
To make our brands strong, we will take the time necessary and dedicate resources behind
each brand.

Competition from other suppliers which operate in our distinguished markets. Emperial
Americas competes with spirit companies across a wide range of consumer drinking
occasions. Increased competition and unanticipated actions by competitors or customers
could lead to downward pressure on prices and/or a decline in Emperial Americas
market share in any of these categories. Emperial Americas has a leadership team of
very experienced business leaders who collectively have many years of experience in the
industry managing our business segments and distinguished markets. We are confident
that this assortment of talent will insure our growth and stability in the wine and spirits
industry.

We Create Brands People Talk About

37

37

Opportunities
The customers palate is premiumization.
Research shows that there is a strong and growing market that is available to be
tapped which is evident given that many of the top industry brands of wine and
distilled spirits enjoying significant popularity today were all but non-existent 5 to 10
years ago. Consumers are open to trying new brands. Likewise, people will trade up
to a better product because they are aspirational. emperial is able to capitalize on
this phenomenon in all of its branding and marketing efforts to insure significant organic
growth and sustained shareholder value.
Solid growth in a slowing economy.
Consumption of wines and spirits has not declined during challenging economic
times as evident through market share gains despite a slowing economy. Consumer
interest in the cocktail culture continues to strengthen. Specifically, research shows
that consumers cannot get enough of Mexicos native spirit and the growing love
for tequila. Emperial Americas first product launch is Tequila Distinguido. Distinguido
captures the market by satisfying not only the growing interest in tequila and cocktails
but the consumers desire for high-end premium brands.
Threats
Decline in social acceptability of wine and spirits
In recent years, there has been increased social and political attention directed to the
beverage alcohol industry. Emperial Americas believes that this attention is the result
of public concern over problems related to alcohol abuse, including drink driving,
underage drinking and health consequences from the misuse of alcohol. emperial
seeks to be at the forefront of industry efforts to promote responsible drinking and
combat misuse and works with other stakeholders to combat alcohol misuse. Emperial
Americas approach is based on two principles: set world-class standards for responsible
marketing and innovation; and promote a shared understanding of what responsible
drinking means in order to reduce alcohol related harm.
Regulatory decisions and changes in the legal and regulatory environment.
Emperial Americas operations are subject to extensive regulatory requirements which
include those in respect of production, product liability, distribution, importation,
marketing, promotion, labeling, advertising, and environmental issues. Changes in laws,
regulations or governmental policy could cause Emperial Americas to incur material
additional costs or liabilities that could adversely affect its business. Our management
team has a number of years of experience in the industry and will continuously monitor
changes in the regulatory and political environment as it relates to emperials business
to insure we are able to proactively address any potential issues.

We Create Brands People Talk About

38

38

!
!"#$%"&'!'(!)(*+"!',"$'*&+-,-$'!'*%,*&%*''!''.../01203456667/781'
!"#$%"&'!'(!)(*+"!',"$'*&+-,-$'!'*%,*&%*''!''.../01203456667/781'

We Create Brands People Talk About