MICHIGAN STATE
UNIVERSITY
™
Presents
**Please Lick Responsibly!**
Executive Summary
2008 National Agri-Marketing Student Competition
TequilaBerry Pops™
INTRODUCTION
According to Nielson’s comprehensive study on the alcoholic beverage preferences of the United States Millennial
generation, Millennial consumers frequently seek new tastes and are willing to pay a premium. 1 The study also revealed
that young adults in the Millennial generation, aged 21-30, are looking for fun alternatives to typical alcoholic beverages.
Sighting this growing trend, Anacapa Foods and Montezuma Tequila saw a chance to form a partnership and jump into a
new target market. Millennial consumers are especially inclined to flavored alcoholic beverages, with strawberry leading
the flavor choice. Margaritas are the number one alcoholic spirit choice across all age brackets and tequila consumption is
on the rise. Anacapa and Montezuma are two established firms in the frozen strawberry and tequila industries,
respectively. Since less that 1% of all newly launched brands survive, Anacapa and Montezuma have decided to
capitalize on their respective strengths and co-brand their newest product, TequilaBerry Pops™.
The first of its kind, TequilaBerry Pops™ is a new, innovative frozen alcoholic popsicle. With TequilaBerry Pops™,
Anacapa can make use of current processing technology and expand their outlets for frozen strawberries while
Montezuma can gain market share and utilize existing distribution channels.
Anacapa and Montezuma hired Spartan Agri-Marketing to develop the market approach introducing
TequilaBerry Pops™ into the alcohol beverage industry and achieve these marketing goals:
• Establish the best new niche outlet for frozen strawberries
• Position TequilaBerry Pops™ to increase market share in the saturated alcohol market
• Maximize total return on investment for TequilaBerry Pops™
MARKET ANALYSIS
Processes & Partnership
Anacapa Foods is California’s premier supplier of frozen strawberry products and is an experienced producer and
processor. Anacapa’s state-of-the-art processing facility, commitment to quality, food safety, and vertical integration
assures food marketers a consistent supply of quality frozen strawberries. Anacapa is a plant breeder, grower, and
processor. Anacapa represents the leading independent strawberry growers in California, guaranteeing a consistent yearround supply of quality frozen strawberry products.
Montezuma Tequila is the second largest tequila company in the United States with growing market share. Montezuma is
continually trying to increase market share against José Cuervo, the leading tequila company. Montezuma is owned by
Barton Brands Ltd, a premier alcohol distributing company operating in both the U.S. and Canada.
Product
TequilaBerry Pops™ are a strawberry tequila margarita popsicle packaged to reduce mess and target the fun seeking
Millennial generation. TequilaBerry Pops™ will be manufactured using Anacapa’s facilities and will be delivered to
clubs through the existing Montezuma distribution channels. These include current Barton Brand distributors such as
Southern Wine & Spirits of CA and Glazer's Wholesale Distributors.
Price
Anacapa and Montezuma will sell TequilaBerry Pops™ to distributors for $1.75 per popsicle; the recommended retail
price is $4. The total cost per good is $0.72 with itemized costs of strawberries $0.28, tequila $0.30, sugar $0.03, water
$0.01, container $0.06 and royalty cost of package (J & J Foods) $0.04.
Place/Market Size & Location
Alcohol consumption produces $155 billion of receipts in the United States.2 Anacapa and Montezuma will target clubs
throughout the coastal and southern United States to capitalize on the high density of Millennials in these regions who are
looking for a fun, new, innovative alcoholic beverage. These areas also attract consumers in this age group who are
increasingly inclined to travel to tropical destinations along the warmer U.S. coastlines.
Anacapa and Montezuma will market TequilaBerry Pops™ through existing clubs in the distribution channel. Targeted
areas will occur by region. Spartan Agri-Marketing developed the targeted regions based upon United States census data
related to number of clubs and number of Millennial residents and tourists. Location of production, company
headquarters, and distributors also were taken into consideration when developing the regional rollout. Table 1 shows a
breakdown of the three-year product rollout, including states, number of clubs and number of targeted consumers.
1
The Nielson Company
2
USDA Economic Research Service
1
TequilaBerry Pops™
Table 1: Regional Profiles
Year
Region
One
Two
Three
Western
Central
Eastern
States
Clubs (#)
CA, NV, AZ
NM, TX, OK, AR, LA, MS, AL, TN
FL, GA, SC, NC, VA
67,754
100,348
122,371
Targeted Consumers
Age 21-30 (#)
6,917,983
7,435,305
8,993,405
Trends/Key Factors
Market research conducted by Spartan Agri-Marketing has identified the following key trends and factors:
• Strawberry consumption is growing faster than any other fruit 3
• U.S. tequila consumption rose 38% between 2001 and 2005 and is expected to rise 45% from 2005 to 2010 4
• California is the largest domestically grown strawberry producer and accounts for approximately 87% of the
United States fresh and frozen strawberry production3
• Strawberries are in the top five most frequently consumed fruits and are rated as consumers’ most favorite3
Customer Profile
Clubs:
Anacapa and Montezuma plan to primarily market TequilaBerry Pops™ to clubs throughout the target market regions.
The Millennials, who marketers are labeling as the largest consumer group in U.S. history, frequent clubs to discover new
brands of alcoholic beverages. Targeted clubs will be those that attract high concentrations of 21-30 year olds through an
exciting and “hip” atmosphere thus providing the ideal environment to market TequilaBerry Pops™. These clubs are
located in cities with high populations of the targeted demographic and/or high influxes of this tourist age group. Tourists
will carry their newly acquired taste back to their home region thus increasing the potential for future expansion. During
the first three years of business, almost 290,000 clubs will be targeted in 16 states.
Millennial Consumers:
The Millennial customer is the final consumer of TequilaBerry Pops™. Compared to Gen X-ers and Baby Boomers,
Millennials are more inclined to consume spirits with their friends, in a bar or nightclub. They are the most enthusiastic
age group in learning about spirits5. The Millennials’ desire for variety is reflected in their preference for a wide range of
spirits. Millennials are the most inclined generation to socialize and they choose a more expensive drink than older
consumers. They like spirits to be “fun,” “modern” and “popular”, whereas Baby Boomers are more likely to perceive
spirits as “relaxing” and “suiting their lifestyle.”5 Millennial consumers are particularly inclined to follow beach
volleyball events and enjoy the country music sensation, including music by Carrie Underwood. Spartan Agri-Marketing
will target approximately 23 million Millennial consumers throughout the designated regions.
Club Owners, Bartenders, Waiters and Waitresses:
Spartan Agri-Marketing recognizes club owners, bartenders, waiters and waitresses to be key influencers. They are
important at the point of sale. Their role will be critical in consumers’ decision to purchase TequilaBerry Pops™. To
encourage selling, a vendor campaign will provide posters and table displays to help assist in point of sale promotion.
Waiters, waitresses, and bar tenders will be encouraged to promote TequilaBerry Pops™ by being given flashing pins,
hats, and other specialty items to assist in selling tactics.
Competitive Analysis
Since TequilaBerry Pops™ are a new product on the alcohol market and the first alcoholic popsicle, there are no direct
competitors. Nevertheless, there are many indirect competitors that hold significant market share in alcoholic beverage
sales. These include any other frozen drinks (e.g. margaritas or daiquiris), tequila served on its own, spirits, beer, or wine
served in bar establishments. Since TequilaBerry Pops™ are a tequila-based product, competition is more closely linked
in the tequila industry. Competition is highest among the top three tequila producers in the U.S. who hold 83 percent of
the market share. Jose Cuervo holds 44%, Montezuma 27%, and 1800 Reserva accounts for 12%. TequilaBerry Pops™
do not contain the amount of alcohol that other drinks often do, but the goal of the consumer is not to become inebriated,
but to have a good time and socialize. Over 80% of consumers say they consume 1-2 alcohol beverage drinks when they
are in clubs or restaurants.6 TequilaBerry Pops™ offer a new fun way to socialize with friends and associates. Table 2
highlights the SWOT Analysis of this new product.
3
4
5
California Strawberry Commission
Vinexpo’s December 2006 International Wine and Spirit Record
6
2
The Nielson Company
Nightclub & Bar Magazine
TequilaBerry Pops™
Table 2: SWOT Analysis
Strengths:
• Utilizes frozen strawberries in a unique way
• Extends shelf life of a fruit product
• Co-brands product by two recognized firms
• Uses existing distribution and processing infrastructure
Opportunities:
• Strawberry is the highest chosen flavor in the sweet
alcohol industry
• Large percentage of target market are early adopters
• Consumer demand for new alcoholic products is rising
Weaknesses:
• New product in a saturated market
• Resistance to a frozen product in bars
Threats:
• Potential strawberry crop failure
• Unforeseen competitors entering the market
• Reliance on imported tequila with changing
trade regulations
BUSINESS PROPOSITION
Key Planning Assumptions
Key planning assumptions for the TequilaBerry Pops™ marketing plan include:
• Fresh fruits will continue to be used to create and design new sophisticated and fun drinks7
• Demand for high-end premium tequila products will continue8
• Millennials are more likely to drink unique alcoholic drinks9
Positioning Statement
TequilaBerry Pops™ is a new co-branded product targeting Millennials that will provide an
outlet for frozen strawberries and increase market share in a saturated alcohol market.
Sales Objectives/Goals
Spartan Agri-Marketing research confirms TequilaBerry Pops™ have a large potential market. TequilaBerry Pops™ will
be working to obtain a 1.34% market share of the U.S. tequila market, 0.08% of the total U.S. alcohol industry, and 0.13%
of the targeted regions. Tables 3 and 4 provide complete information regarding market potential and projected sales.
Table 3: Total Market Potential
Region
Potential Number of
Consumers
Western
6,917,983
Central
7,435,305
Eastern
8,993,405
Potential Number of
Retailers (Bars)
67,754
100,348
122,371
Table 4: Total Projected Sales
Projected Individual
Product Sales
Year 1
Western Region
11,622,211
Total
11,622,211
Year 2
Western Region
26,149,976
Central Region
18,736,969
Total
44,886,945
Year 3
Western Region
46,488,846
Central Region
37,473,937
Eastern Region
30,217,841
Total
114,180,624
7
8
Distilled Spirits Council
Publico Negocios
9
Potential Individual
Product Sales
46,488,846
49,965,250
60,435,682
Projected Gross Sales
$81,355,480
$87,439,187
$105,762,442
Projected Number of Retailers
$20,388,869
$20,388,869
10,163
10,163
$45,762,458
$32,789,695
$78,552,153
16,939
15,052
31,991
$81,355,480
$65,579,389
$52,881,221
$199,816,090
21,681
25,087
18,356
65,124
Hotel Resorts and Casino Food and Beverage Operations
3
Potential Gross Sales
TequilaBerry Pops™
ACTION PLAN
Promotions
A combination of traditional and non-traditional advertising techniques will be utilized to raise consumer interest in
TequilaBerry Pops™. Promotions will work to give this product a brand personality appealing to the 21-30 year old
target market. This Millennial market consists of fast-paced, tech savvy individuals who require innovative and exciting
forms of advertisement. Research indicates Millennials commonly spend more time than any other age demographic
online. Anacapa and Montezuma will take advantage of this fact and spend a significant portion of time and money on
the TequilaBerry Pops™ website, online advertisements, and various virtual marketing tools. To meet media objectives,
print media, event sponsorships, and iPod and television advertising will be combined with the web-based promotions. A
direct response by consumers in the form of product purchase is expected after exposure to these promotional messages.
Spartan Agri-Marketing encourages a promotional strategy that will occur in three phases as outlined in Table 5 with a
respective promotional budget in Table 6.
Table 5: Promotional Strategy
Phase
Pre-Product Launch
Two months prior to
TequilaBerry Pops™
market availability
Product Launch
Start of product availability
Goal
Raise consumer interest
Expansion of Pre-Product
Launch campaign to
continue consumer
awareness and interest
Carrie
Underwood
Product Growth
Continuation of product
availability through Year 3
Table 6: Promotional Budget
Tactic
Paint the Town Red Event
Web Media
Television Advertising
Public Relations
Print Media
Giveaways (T-shirts, etc.)
Carrie Underwood Endorsement
Web Site Publishing
Total
Technique
• TequilaBerry Pops™ website
• Online commercials
o On websites such as Myspace.com and
Youtube.com
• Online videos
• Endorsement by Carrie Underwood
• TequilaBerry Pops™ Paint the Town Red release
event at best rated singles bar in Los Angeles, Blue 32
Hermosa Beach
• On-premise displays
• National beach volleyball event sponsorships
• T-shirt give-a-ways
• Continuation of web marketing
• Continuation of endorsement
•
•
•
•
•
•
•
Maintenance of product
promotions
Professional beach volleyball team sponsorship
Host VIP tent at national beach volleyball tournament
Country music promotional events
iPod and television commercials
On-premise displays
Continuation of web marketing
Continuation of endorsement
Year 1
Year 2
$200,000
$4,400,000
$2,600,000
$1,500,000
$1,000,000
$1,200,000
$300,000
$20,000
$ 11,220,000
$6,200,000
$3,600,000
$2,250,000
$1,600,000
$2,000,000
$325,000
$4,000
$ 15,979,000
FINANCIAL ANALYSIS
Cost Benefits
The budget for TequilaBerry Pops™ reflects all outgoing and incoming cash flow as outlined in Table 7.
4
Year 3
$7,500,000
$4,400,000
$3,500,000
$1,900,000
$3,000,000
$350,000
$4,000
$ 20,654,000
TequilaBerry Pops™
Table 7: Operating Statement
Gross Sales (Table 4)
Breakage
Net Sales
Cost of Goods Sold
Gross Margin
Total Expenses
Administrative Salaries
Promotional Expense
Sales Representative (portion of salary)
Product Research/Monitoring
Net Profit Before Taxes
Return on Investment
Return on Marketing
Year 1
$20,338,869
$610,166
$19,728,703
$8,367,992
$11,360,711
$26,470,000
$250,000
$11,220,000
$1,000,000
$14,000,000
($15,109,289)
(43.37%)
(134.66%)
Year 2
$78,552,153
$1,963,804
$76,588,349
$32,318,600
$43,257,148
$18,829,000
$350,000
$15,979,000
$2,200,000
$300,000
$25,440,749
49.74%
159.21%
Year 3
$199,816,090
$4,495,862
$195,320,228
$82,210,049
$113,110,179
$24,354,000
$400,000
$20,654,000
$3,000,000
$300,000
$88,756,179
83.29%
429.73%
MONITORING, MEASUREMENT & CONTINGENCY
Table 8 outlines strategies to monitor and handle objective situations of TequilaBerry Pops™ as market share grows.
Table 8: Monitoring and Measurement
Objective
Monitoring Method
Market Penetration
Have we reached projected annual
market share goals?
75% Product Brand Recognition
How recognizable is our product?
Profitability
Are we making full profits?
100% Customer Satisfaction
Are current customers happy with
the product?
Sales Levels
Have we reached projected sales
goals?
How to Handle Situation
Above:
Below:
Reconsider future
Acquire customers by
penetration goals; consider
allowing initial trial
expanding into other fruit
flavors
Expand target market to
Reallocate marketing dollars
include a larger range of
based on effectiveness of
people
strategy
Reinvest in company
Look at entire supply chain
and find economical
changes in the cost structure
Evaluate customer interest
Evaluate problem areas and
in new flavors
adjust accordingly.
Quarterly financial
reports
Focus groups, online
surveys, club surveys
Evaluate weekly
financial statements
Online surveys and
club surveys
Monthly sales reports
in conjunction with
annual goals
Continue to ensure supply
chain has enough product
Send sales representatives to
low sales areas and evaluate
effects of the product
elasticity of demand
Contingency Plan
Spartan Agri-Marketing has developed the following contingency strategies for continuing TequilaBerry Pops™ growth:
• Product sales strategy: After a successful on-premise-consumption launch, pushing the product in offpremise retail outlets as an item consumers can take home, freeze, and consume will increase sales.
• Expand the geographic target market: After the three year product roll-out, current market trends will
drive the spreading of the product to the remaining states and potentially internationally.
• Expansion of factory manufacturing equipment: With a projected long term product sales expansion,
ultimately the creation of additional production facilities throughout the U.S. is expected.
CONCLUSION
TequilaBerry Pops™ is an innovative new co-branded product. Spartan Agri-Marketing’s strategic marketing strategies
will attract a consistent following from the Millennial generation. Implementation of this marketing plan results in a new
niche outlet for Anacapa frozen strawberries, an increase to a 1.34% market share in the U.S. tequila market for
Montezuma and an 84% return on investment or 430% return on marketing investment in Year 3.
5
Media Kit
Table of Contents
Category Name
Page Number
Banner Advertisements…………………………… 8
Aditorial Advertisements…………………………. 9
Advertisements………………..………………….. 10
Product Launch…………………..……………….. 11
Giveaways………………………………………….. 12
Top Spike Award………………………………….. 13
Website……………………………………………… 14
Club Owner Survey……………………………….. 15
Bartender Survey…………………………………. 16
News Release……………………………………… 17
Backgrounder……………………………………... 18
Release Information……..……………………….. 19
Itemized Cost Page……………………………….. 20
-7-
Banner
Advertisements
Banner advertisements will be placed on various websites, such as MySpace, YouTube,
and Facebook.com
-8-
Aditorial
TequilaBerry Pops™
So hot they are melting
fast!
Club hoppers suddenly have
something to get excited
about. TequilaBerry Pops™
have hit the nightlife scene
in full-force. This exciting
new product is a strawberry
margarita popsicle with a
taste of tequila infused into
every lick. The fresh
strawberry taste combined
with the finest tequila flavor
will leave customers
wanting another. These are
for the young at heart, but at
the age of legal drinking
enjoyment. Clubs are
stocked up and ready to
serve. If you have enough
adventure left in you...head
out tonight for the coolest
new product at your local
bar: TequilaBerry
Pops™. Hurry! This
product is so hot its
melting fast! But
please, always
remember...lick
responsibly!
Sports Illustrated Picks of 2009
Draft's bottom-dwellers cannot choose their destiny
Ten years ago next month, the
Indianapolis Colts selected quarterback Peyton
Manning first overall in the NFL draft,
bypassing Washington State quarterback Ryan
Leaf and almost single-handedly changed the
course of a franchise that had posted just two
playoff seasons in the previous decade.
Before Manning arrived, the Colts had
gone 20 consecutive years without a 10-win
season and had made the post-season just
three times in that span. Since taking Manning,
Indianapolis has been a playoff team eight
times in 10 years, with six division titles, a
Super Bowl championship, and an average of
10.5 wins per regular season -- ranking second
in the NFL behind New England's 10.8 since the
start of 1998.
But it rarely happens, of course, as the
teams who selected Tim Couch, Courtney
Brown, Michael Vick, David Carr, Carson
Palmer and Alex Smith can readily attest.
Peyton's little brother, Eli Manning, this year
became just the second overall No. 1 pick to
win (or even reach) a Super Bowl in the past
decade. For all we know, it's just a Manning
thing that the rest of the league wouldn't
understand.
Tara Oeschger—Sports Writer
Sports Illustrated
-9-
Advertisements
- 10 -
Product Launch
TequilaBerry Pops™ will be kicking off the product launch at Blue
32 Hermosa Beach, the hottest singles club in Los Angeles,
California. Product endorser, Carrie Underwood, will be starting
the evening by giving a performance and signing autographs.
- 11 -
Giveaways
- 12 -
Top Spike Award
- 13 -
Website
See what all of the clubs are
raving about...try one tonight!
- 14 -
Club Owner Survey
1. Please indicate your gender.
2. What is your age?
_______ years old
3. How long have you been in the club operations business?
_______ years
4. What is the name of the club you own/operate?
Name: ______________________ City Location: _______________________
5. How many patrons of legal drinking age does your club attract in an average week?
_______ people
6. Of your patrons, what percentage are females?
-25%
-50%
-75%
7. Of your patrons, what percentage falls into the 21-30 year age bracket?
-25%
-50%
-75%
-100%
-100%
8. Do you currently sell the TequilaBerry Pops™ product?
(if yes, please continue to the next question, if no, why not?)
____________________________________________________________________________________
9. How many popsicles do you sell on average per week?
________ popsicles
10. What percentage of TequilaBerry Pops™ consumers are female at your club?
-25%
-50%
-75%
-100%
11. Would you be likely to sell more popsicles if you had a variety of flavors?
12. What do your patrons say about TequilaBerry Pops™? (please be specific)
____________________________________________________________________________________
____________________________________________________________________________________
13. Does your club have TequilaBerry Pops™ promotional materials in its facility?
(If yes, how effective do you feel these advertisements are?)
Not at all
- 15 -
Bartender Survey
1. Please indicate your gender.
2. What is your age?
_______ years old
3. What is the name of the club you work at?
Name: ______________________ City Location: _______________________
4. How long have you been employed at this club?
_______ years
5. What beverage do you sell most frequently?
6. Are you familiar with the TequilaBerry Pops™ product?
7. Of your patrons, what percentage inquire about TequilaBerry Pops™?
-25%
-50%
-75%
-100%
8. Of those inquiries, what percentage are females?
-25%
-50%
-100%
-75%
9. What are your patrons’ typical responses after purchasing a TequilaBerry Pop™ ?
10. In your opinion what could be done to improve the TequilaBerry Pops™ product? (please be specific)
____________________________________________________________________________________
____________________________________________________________________________________
11. How do you rank TequilaBerry Pops™ promotions relative to Jose Cuervo and 1800 Reserva?
Very Poor
Very Good
12. What do your patrons say about TequilaBerry Pops™? (please be specific)
____________________________________________________________________________________
____________________________________________________________________________________
- 16 -
News Release
Spartan Agri-Marketing
Michigan State University
East Lansing, MI
517-333-1212
FOR IMMEDIATE RELEASE
FOR MORE INFORMATION, CONTACT:
Lisa Jones
Director of Media Relations
555.333.1234
[email protected]
Carrie Underwood to help launch TequilaBerry Pops™ at “Paint the Town Red”
Chart topping country star and cross-over artist, Carrie Underwood, will be
one of the many guests at the “Paint the Town Red” Release Event for TequilaBerry
Pops™, a new strawberry margarita popsicle.
“I heard rumors of a new strawberry tequila product. I checked it out after a
show in Las Vegas,” says Underwood, “I was impressed with the idea and thought it
sounded fun. I decided I wanted to be a part of the promotions.”
The “Paint the Town Red” Release Event will occur on _______, ______ at Los Angeles's hottest
singles bar, Blue 32 Hermosa Beach. T-shirts, hats, volleyballs, Frisbees and other promotional items will be
given away starting at 7:00 p.m. and will continue throughout the night. The bar will be offering no cover
charge to the first thirty-two people to arrive to the event.
“We are excited about all of the festivities that will be taking place throughout the night,” says bar
owner Ben Barkow, “Carrie Underwood will be performing at 7:30 p.m. and be available all night for pictures
and autographs. She will be sure to put on a great show, and be of high interest to our male patrons.”
The “Paint the Town Red” Release Event should attract a large crowd and be the perfect event for the
release of TequilaBerry Pops™.
###
- 17 -
Backgrounder
Spartan Agri-Marketing
Michigan State University
East Lansing, MI
517-333-1212
FOR IMMEDIATE RELEASE
FOR MORE INFORMATION, CONTACT:
Lisa Jones
Director of Media Relations
555.333.1234
[email protected]
TequilaBerry Pops™
TequilaBerry Pops™ are a new strawberry margarita popsicle with a taste of tequila already frozen into
the product. The product has been in development for the past several years by Anacapa Foods and Montezuma
Tequila. The two companies saw a trend in the market that indicated that their target market, the Millennial
generation, was a demographic group that seeks new alcohol tastes and exciting means for its consumption.
They are also willing to pay a premium price for such products.
Anacapa Foods will benefit from the partnership because they will have a new niche outlet for their
frozen strawberries. Montezuma Tequila has the alcohol blending expertise to help make TequilaBerry Pops™
into a product that satisfies consumers. By teaming with Anacapa Foods, Montezuma will be able to increase its
market share in the alcohol beverage industry.
####
- 18 -
Release Information
Spartan Agri-Marketing
Michigan State University
East Lansing, MI
517-333-1212
FOR IMMEDIATE RELEASE
FOR MORE INFORMATION, CONTACT:
Lisa Jones
Director of Media Relations
555.333.1234
[email protected]
TequilaBerry Pops™ set to enter the consumer market
What:
TequilaBerry Pops™ are an exciting new alcohol product. They are a
strawberry margarita popsicle with a taste of tequila to make this product
strictly for consumers 21 years of age or older.
Who:
Anacapa Foods and Montezuma Tequila have joined strawberry expertise with
margarita perfection to release TequilaBerry Pops™.
Where:
Blue 32 Hermosa Beach, Los Angeles, California
When:
Released at 7:00 p.m.
Why:
The Millennial demographic is looking for new exciting alcohol products
that combine great fun and excellent flavor. Los Angeles, California, is
known for its trend setting, youthful population making it the perfect location
for the product release.
###
- 19 -
Itemized Costs
Anacapa Foods and Montezuma Tequila will sell TequilaBerry Pops™ to distributors for
$1.75 per popsicle; the recommended retail price is $4.
Strawberries: $0.28
Sugar: $0.03
Total Cost: $.72
Tequila: $0.30
Container: $0.06
Royalty Cost of Packaging : $0.04
Water: $0.01
- 20 -