FD EW Spreads V6a AW Hires GregDL - Gregor Mathieson

EDINBURGH WHISKY

2EDINBURGH WHISKYEDINBURGH WHISKYEdinburgh Whisky represents the fusionof the two most powerful and globallyrecognised terms in the Scottish lexicon.Initially brought to life througha contemporary Scotch whisky brand– with tremendous application potentialacross diverse platforms.Developed, protected and market tested.3

4EDINBURGH WHISKY“Too much of anything isbad, but too much goodwhiskey is barely enough.”EDINBURGH WHISKY5“ This has got legs – long legs!”— M A R K T WA I NEXECUTIVE SUMMARYEDINBURGH WHISKY Ltd. was initiallyThey were joined in 2015 by Iain Hamiltonformed in 2013 by long-standing friends– ex. Finance Director of GlenmorangieGordon Watt and Gregor Mathieson.and now one of Scotland’s pre-eminentGordon having spent over ten years withwhisky brokers – opening up enviableMoët Hennessy UK, involved in businessin-house access to source casks.Reaction to EDINBURGH WHISKY isWith trading now established, the teamuniversal. This new brand resonates theare looking to the next phase, to createAfter protecting EDINBURGH WHISKYworld over. Engagement is instant andand develop a craft malt distillerywith a series of Trademarks, the corethe perceived familiarity reassuring.experience in central Edinburgh with –brand was brought to life during theEW is often viewed as long-establisheduniquely – world-class Scottish hospitalityEdinburgh Festival in August 2015and with a special status that emanatesat its core. A live visitor experience andthrough a suite of Edinburgh inspiredfrom the respect and intrigue affordedvenue in the heart of a wee workingsub-brands.the heritage of this amazing city.distillery in Edinburgh’s Old Town.development, brand creation and export,whilst Gregor has been developinghospitality businesses and food & drinkbrands for over 20 years. With thesecomplimentarybackgroundstheyrecognised the power and resonance ofthe EDINBURGH WHISKY name and itsmultifaceted potential in internationaland domestic markets.

6EDINBURGH WHISKYEDINBURGH WHISKY7

8EDINBURGH WHISKYEDINBURGH WHISKYTHE WHISKIESTHE WHISKIESA premium rangeof fine malt whiskieswith refreshinglydifferent packaging andcontemporary messagingEDINBURGH WHISKY appeals to themarket’s increasing appetite for productswith a story, integrity and provenance.The Library CollectionRare and distinctive singlecask bottlingsCollectable bottlings of outstanding individualmalt casks from celebrated distilleries.Recent bottlings:— Highland Park 15yo— Glen Grant 20yo— Ben Nevis 20yo— Auchentoshan 18yo— Inchgower 18yo— Glenlivet 8yoEDINBURGH WHISKY has only begun to tapinto the deep well of inspiration and referencesconjured up by this remarkable city: thearchitecture; the landmarks; the charactersand culture at the very centre of Scotland’slong and remarkable evolution. With medievalhistory invoked and pictures painted from the richhistoric source of Scotland’s capital city – a“ A nother lovely bottling with an extradimension, very well assembled,and keenly priced. On this evidence,a new bottler worth keeping an eye on.”globally recognised icon.— DAV E B R O O M ( W h i s k y M a g a z i n e)9

10EDINBURGH WHISKYEDINBURGH WHISKYTHE WHISKIESTHE WHISKIESNew TownRoyal CircusSmall batch assembliesof premium maltsLimited edition single maltsOur independence gives us the ability to focusOffers the contemporary whisky drinkeron a particular origin, style, cask regime etc.something intriguing, complex and unique withfrom sought after malt distilleries – creating apackaging inspired by the noteworthy inhabitantsunique perspective on single malts. With richof this UNSECO protected area of centralnarrative based around one of Edinburgh’s mostEdinburgh.magnificent addresses.Recent batches:2019 range:— The Practitioners Parcel— Orkney Cask Reserve— Inventors Inspiration— Islay Cask Reserve— The Surgeons’ Ball— First Fill ex.Bourbon Reserve— The Advocates Batch— Speyside Cask Reserve“ I do appreciate the consistency with theEdinburgh New Town theme, particularlysmooth, almost sleek but utterly elegantand delicate.”— T H E W H I S K Y L A DY, F R A N C E“ The sheer charm of the light, clean, earnestmalt. A lovely dram before lunch, I suggest.”— J I M M U R R AY ’ S W H I S K Y B I B L E 2 0 1 711

12EDINBURGH WHISKYEDINBURGH WHISKY13THE WHISKIESOld TownCharacterful one-off curiositiesU N D ER D E VELO PM ENTBottlings of innovative new creations and rareold finds, with packaging inspired by the darktales and colourful characters once found inEdinburgh’s medieval Old Town.Prospective range:— The Snuff Merchant— Wigmaker’s Apprentice— The Apothecary’s WidowO L D TO W NTHE“The Scots think of it as theircapital; they’re too possessive,Edinburgh belongs to the world.”— RICHARD DEMARCO

14EDINBURGH WHISKYEdinburgh receives4 million tourists a yearfrom across the globeand this is growing at5% PA – 1.9 million thengo on to visit a distillerysomewhere in Scotland.S C O T C H W H I S K Y A S S O C I AT I O N — 2 0 1 7EDINBURGH WHISKY15

16CRAFT DISTILLERYEXPERIENCEWe plan to deliver a unique, world-class whiskyexperience for visitors to central Edinburgh,which would differ from anything seen to date.The focus will be on providing the essence ofgreat Scottish hospitality through a live visitorattraction and robust all-day dining experience– all wrapped around a working craft distillery.A Scotch whisky visitor attraction, remarkablehospitality experience and flexible events venuewith sizeable retail and merchandising.An immersive craft maltdistillery experience in thecentre of Edinburgh withfull-blooded Scottishhospitality at its core.THE EDINBURGH DISTILLERY will respondto the growing demand for genuine and localexperiences, delivered with great style andattention-to-detail with the culture and warmththat the burgeoning number of visitors toEdinburgh associate with our characterful nation.The finest spirit of Scottish hospitality,showcasing both premium Scotch whisky andScotland’s greatest produce.EDINBURGH WHISKYEDINBURGH WHISKY17

18EDINBURGH WHISKYEDINBURGH WHISKY“ Success is the sum of a lot ofsmall things done correctly.”19A switched-on venue with broad and lastingappeal, conceived with the user experience inmind – rather than an industrial process whichvisitors are dragged through, as is the case for—FERNAND POINTmost larger distilleries. Commercially this alsooffers a very different trading profile from mostdistilleries – with multiple revenue streams fromday one. The distillery would be on a craft scalewith a highly considered visitors experienceproviding a tourist attraction which could sitwithin the top five Edinburgh destinations.The EDINBURGH DISTILLERY COMPANYbrand name is protected by TM and outlineconcept plans are available for a currentdevelopment.The final layout and format will be sitedetermined, but there is also huge synergisticpotential in developing the EDINBURGHDISTILLERY HOTEL at the same location.

20EDINBURGH WHISKYScotch Whiskytourism saw recordnumbers of visitors in2017, with 1.9 millionvisits to Scotch Whiskydistilleries fromtourists from all overthe world as well asfrom across the UK.EDINBURGH WHISKY21The 2017 annual survey compiled by the ScotchWhisky Association (SWA) also revealed spendingat visitor centres was up by 15.6% to 60.9m.Visitor centres reported thatthe highest number of visitorscame from Germany and theUSA, followed by those fromIndia, China and Japan.The Scotch WhiskyExperience in Edinburghattracted 379,000 visitorsin 2017 (up 16.2% on theprevious year).S C O T C H W H I S K Y A S S O C I AT I O N – 2 0 1 7.The increase in visitsto 1.9 million is an 11.4%rise year on year andrepresents 45% growthin popularity since 2010.The SWA survey alsodetails that on averageover 32 was spent duringeach trip to a visitorcentre, up almost 4%year on year and by 11 per visit in 2010.

22EDINBURGH WHISKYTRADING ANDDISTRIBUTION“An independent bottlerworth keeping an eye on.”— DAV E B R O O MCurrently distributing in UK, Italy, France andGermany, with an agent in Sweden coveringThe Nordics. We have interest from distributersin: Spain, Canada, New York, Texas, California,Japan, China and Hong Kong.With limited resources our distribution hasbeen purposefully capped while we develop thefull range of brands under the EDINBURGHWHISKY label. Premium Blended Malts andSingle Casks are on the market (with the NewTown and Library Collection brands) single maltsEDINBURGH WHISKY Ltd. is selected byScottish Enterprise as a Fast Growth companyand ‘Account Managed’ through ScottishDevelopment International. Trade missions to theNordics and Japan have been useful in gatheringmarket knowledge and contacts.(under Royal Circus) and one-off batches (underOld Town) have stock allocated but the ‘products’are still in development.Feedback from our distributers has allowed us tomake packaging changes to the brands deliveringa stronger proposition for the European marketand beyond. Direct on-line sales are currentlyrestricted to the UK market.EDINBURGH WHISKY23

EDINBURGH WHISKY25ENGAG EM ENTSocial MediaAnd beyondBeyond on-going traction through all mainSocial Media platforms EDINBURGH WHISKYhas productively engaged with internationalbloggers, writers, magazines and annual guides.EDINBURGH WHISKY Ltd has also beenstructured to explore, develop and licenseBR A N DEX T ENSIONS:fromg u idetours, holidays and events, through highlycontemporary tartan clothing to co-brandedfood products – with an innovative approach tobranded merchandising.

“Too much of anything is bad, but too much good whiskey is barely enough.” —MARK TWAIN 4 EDINBURGH WHISKY EDINBURGH WHISKY 5 EXECUTIVE SUMMARY EDINBURGH WHISKY Ltd. was initially formed in 2013 by long-standing friends Gordon Watt and Gregor Mathieson. Gordon having spent over ten years with Moët Hennessy UK, involved in business