Altamar was formed in 2005 to build spirits luxury brands that change perception. It was founded by W. L. Lyons Brown, III a fifth generation member of the Brown-Forman family, the distillers of Jack Daniel's and Southern Comfort. Mr. Brown has been in the spirits business for 20 years managing enterprises in both Europe and the United States.
Today, the company has three brands in its portfolio:
Right, a $40.00 Swedish gin; Kubler, a $50.00 Swiss absinthe; and Ocho, a single estate tequila that comes in three expressions ranging from $60.00 to $80.00.
The historical highlights of Altamar's performance are as follows:
We sold our first brand, Corralejo, for a $10 million profit in September of 2007.
Today, the company has three brands in its portfolio:
Right, a $40.00 Swedish gin; Kubler, a $50.00 Swiss absinthe; and Ocho, a single estate tequila that comes in three expressions ranging from $60.00 to $80.00.
The historical highlights of Altamar's performance are as follows:
We sold our first brand, Corralejo, for a $10 million profit in September of 2007.
Right, a luxury gin from Sweden, was created from scratch under our leadership. We own 100% of the trademark. The brand was launched in Las Vegas in April 2007. Today it is also available in San Diego, Orange County, Phoenix, Los Angeles, San Francisco, Reno, Chicago, Milwaukee, Louisville, Boston, New York and Miami. It was also launched in London in May providing us with a foothold in Europe from which to build an international brand franchise.
Kubler Absinthe Superieure appointed the Company as its exclusive importer for the United States. The Company also received 25% of the US trademark for no additional consideration, a right of first offer and right of first refusal to purchase a majority share next summer. Kubler is the first authentic Swiss absinthe, from the birthplace of absinthe in the Val-de-Travers, to be sold legally in the US in nearly one hundred years. Today, Kubler is available in twenty-nine states.
Tequila Ocho replaced Corralejo in the portfolio at vastly higher profit margins under an agreement that provides the Company exclusive import rights for the United States and 50% of the US trademark, again, for no additional consideration upfront. It is the first single estate tequila to be produced in vintages that feature nuances in flavor and taste. The Company launched the brand on August 8, 2008 at 8.08pm in Los Angeles. By Thanksgiving it will also be available in Orange County, San Diego, San Francisco, Las Vegas, Chicago, Boston and Miami.
Company infrastructure has been developed to support our current and planned growth and to fulfill our tactical and strategic objectives in the marketplace. We have talented and proven resources in legal, financial, marketing and sales. The Company has nineteen employees with a field presence in California, Nevada, Illinois, New York, Massachusetts, Florida and the United Kingdom.
Major media vehicles have featured stories about the Company and our brands including Forbes, the New York Times, The Washington Post, The Boston Globe, The Miami Herald, The San Francisco Chronicle and the Los Angeles Times.
Web sites were created for all brands and may be viewed at rightgin.com, kublerabsinthe.com and tequilaocho.com.
Major media vehicles have featured stories about the Company and our brands including Forbes, the New York Times, The Washington Post, The Boston Globe, The Miami Herald, The San Francisco Chronicle and the Los Angeles Times.
Web sites were created for all brands and may be viewed at rightgin.com, kublerabsinthe.com and tequilaocho.com.
Company Profile
The Company is focused on developing luxury brands in the premium segment of the spirits industry. It is headquartered in Corona del Mar, California.
W. L. Lyons Brown, III founded the Company in 2005 and serves as its CEO. Mr. Brown is a 5th generation member of the Brown family of Louisville, KY who control Brown-Forman Corporation and market such iconic brands as Jack Daniel's and Southern Comfort. Mr. Brown has worked in the drinks industry for over twenty years including seventeen at Brown-Forman where he held senior sales and marketing positions in Europe and in the United States.
The Company is majority owned by Altamar Ventures, LLC. In addition to Mr. Brown, currently the other owners of Altamar Ventures, LLC are Kevin E. Sachs, Bernard E. Schneider, The Honorable W. L. Lyons Brown Jr. (Lyons father), Stuart R. Brown and Hedge Street Partners, a trust acting on behalf of Mr. Brown's children.
W. L. Lyons Brown, III founded the Company in 2005 and serves as its CEO. Mr. Brown is a 5th generation member of the Brown family of Louisville, KY who control Brown-Forman Corporation and market such iconic brands as Jack Daniel's and Southern Comfort. Mr. Brown has worked in the drinks industry for over twenty years including seventeen at Brown-Forman where he held senior sales and marketing positions in Europe and in the United States.
The Company is majority owned by Altamar Ventures, LLC. In addition to Mr. Brown, currently the other owners of Altamar Ventures, LLC are Kevin E. Sachs, Bernard E. Schneider, The Honorable W. L. Lyons Brown Jr. (Lyons father), Stuart R. Brown and Hedge Street Partners, a trust acting on behalf of Mr. Brown's children.
Our Strategy
We embrace the key success factors identified in the small company model. The Company focuses on the premium segment of the spirits business with an aim to building a portfolio of up to five brands that change perceptions in the next five years. We will operate exclusively at price points above $20.00 per bottle.
Our brand development strategy is defined by six principles:
1. Build "Pockets of Strength": We aim to build carefully selected "focus markets" deemed to be strategically important to our brand profiles. The growth of these markets will be methodical and disciplined with a focus on developing momentum through consumers rather than driving volume through rapid retail distribution in multiple markets.
2. Focused Resources: "Focus market" budgets will deliver support and presence throughout the year. We do not believe in "hit and run" strategies where new brands receive support for sixty to ninety days and then are left to fend for themselves.
3. Embrace Creativity: We view cash, management and distribution as commodities. Each can be bought for the right price and, while they are important to any formula, it is creativity that develops a strong image, engages the consumer in a brand and delivers the essential comfort of paying a premium price.
4. Develop a Strong On Premise Culture: Premium brands do not enjoy spontaneous purchase at retail. Consumers must be offered trial opportunities in environments that support the brand's image and the consumer's needs. Accordingly, we commit to the important job that we must do in bars, restaurants and hotels to build the relationships, the exceptional cocktail culture and the momentum necessary to make our brands successful.
5. Field Presence: Our structure will include a manager in each of our focus markets whose job it is to execute our brand plan through our wholesale and retail partners and to build productive relationships for the Company with each of them. This team provides real time feedback on market dynamics allowing our marketing team a "rapid response" that will be our principle competitive advantage over the big players.
6. Be a Superior Partner: We communicate, plan and execute in all aspects of our business better and faster than our competitors. We deliver luxury brands and attractive profits to our partners. This is our competitive advantage every day, will gain the necessary attention our brands require and will make us fun to work with.
©2008 Altamar Brands | Extranet