2007 Brand Rankings

1
 Total Patrón Tequila – World
6 Year CAGR 49% +17%

+47%
2,000,000 1,9000,000

1,800,000 +80% 1,621,732

1,600,000 2008
1,400,000 + 81%
Target
1.9M
1,200,000 1,106,800

1,000,000 +69%

800,000 615,000
+19%
600,000
340,624
400,000 201,634
200,000 169,440
0
2002 2003 2004 2005 2006 2007 2008 Target
 Top 10 Selling Tequila’s in the U.S. > $20
Based on 2007 Shipments (9.0L Converted)

Total ~ 3,265,000
Herradura Cabo Wabo
85,000 (2.6%) 80,000 (2.5%)Sauza III G's
Milagro 62,300 (1.9%)
100,000 (3.1%)
Don Julio Patrón Silver ~ 1,316,511 +55%

105,000 (3.2%) Patrón Reposado ~ 125,175 +23%

Patrón Añejo ~ 160,008 +12%
Sauza Conmemorativo Gran Patrón ~ 20,059 +61%
138,300 (4.2%) Total – 1,621,732 +46%

Cazadores Patron
273,000 (8.4%) 1,621,732
49.7%
Sauza Hornitos,
295,400 (9.0%)
1800
505,000 (15.5%)

Source: Adams
 Top 10 Selling Tequila’s in the U.S. > $30
Based on 2007 Shipments (9.0L Converted)

Corazon Total ~ 2,194,100

58,000 (2.6%)
Sauza III G's Corralejo
62,300 (2.8%) 36,800 (1.7%)
Cabo Wabo Gran Centenario
80,000 (3.6%) 25,000 (1.1%)

Herradura Corzo
85,000 (3.9%) 21,000 (1.0%)

Patrón Silver ~ 1,316,511 +55%

Milagro Patrón Reposado ~ 125,175 +23%

Patrón Añejo ~ 160,008 +12%
100,000 (4.6%)
Gran Patrón ~ 20,059 +61%
Total – 1,621,732 +46%
Don Julio
105,000 (4.8%) 1,621,732
73.9% Patron

Source: Adams
 Top 10 Selling Tequila’s in the U.S. > $40
Based on 2007 Shipments (9.0L Converted)
Espolon

Corzo
20,000 (1.0% ) Don Eduardo
13,000 (0.7% )
Total ~ 1,960,500
21,000 (1.1% )
Chinaco
10,000 (0.5% )
Gran Cent
25,000 (1.3% ) Partida
7,500 (0.4% )
Corazon
58,000 (3.0% )

Patrón Silver ~ 1,316,511 +55%

Patrón Reposado ~ 125,175 +23%
Patrón Añejo ~ 160,008 +12%
Cabo Wabo 80,000 (4.1% )
Gran Patrón ~ 20,059 +61%
Total – 1,621,732 +46%
Don Julio 105,000 (5.4% )

Patron
1,621,732
82.7%

Source: Adams
 Top 10 Ultra-Premium White Spirits > $20
Based on 2007 Shipments (9.0L Converted)

Total ~ 8,528,732
Pravda,
Absolut Level, Ciroc,
90,000 (1.1%)
100,000 (1.2%) 82,000 (1.0%)
Van Gogh,
160,000 (1.9%) Hendrick's Gin,
80,000 (0.9%)
Belvedere,
432,000 (5.1%)
Grey Goose,
3,325,000 (39.0%)
Bombay Sapphire, 780,000
(9.1%)

Patron,
1,621,732 (19.0%)

Patrón Silver ~ 1,316,511 +55%

Patrón Reposado ~ 125,175 +23%
Patrón Añejo ~ 160,008 +12%
Ketel One, 1,858,000 (21.8%)
Gran Patrón ~ 20,059 +61%
Total – 1,621,732 +46%

Source: Adams
Last Year’s Slides Just For
Your Reference
 Top 10 Selling Tequila’s in the U.S. > $20

Based on 2006 Shipments (9.0L Converted)

Corazon
Cabo Wabo 65,000 (2.5%) Sauza 3G's
70,000 (2.7%) 59,000 (2.3%)
Herradura
85,000 (3.3%)
Total ~ 2,586,800
Don Julio
128,000 (5%)
Sauza Conmemorativ o
132,000 ( 5%)
1,106,800 Patron
Cazadores 43%
227,000 (9%)

Sauza Hornitos Patrón Silver ~ 849,500 +86%

279,000 (11%) Patrón Reposado ~ 101,400 +64%
Patrón Añejo ~ 143,400 +60%
Gran Patrón ~ 12,500 +48%
1800
435,000 (17%) Total – 1,106,800 +80%

Source: Adams Handbook; Impact; Discus

 Top 10 Selling Tequila’s in the U.S. > $30

Based on 2006 Shipments (9.0L Converted)

Corralejo Espolon
Corzo
35,000 (2.1%) 22,000 (1.3%)
20,000 (1.2%)
Milagro
Sauza 3G's
59,000 (3.6%)
45,000 (2.8%)
Total ~ 1,635,000
Corazon
65,000 (4%)
Cabo W abo
70,000 (4.3%)
Herradura
Patrón Silver ~ 849,500 +86%
85,000 (5.2%)
Patrón Reposado ~ 101,400 +64%
Patrón Añejo ~ 143,400 +60%

Don Julio 1,106,800 Gran Patrón ~ 12,500 +48%

128,000 (8%) Total – 1,106,800 + 80%
66%
Patron

Source: Adams Handbook; Impact; Discus Corzo replaces El Tesoro in top 10

 Top 10 Selling Tequila’s in the U.S. > $40

Based on 2006 Shipments (9.0L Converted)

Corzo Gran Centenario Don Eduardo Partida

20,000 (1.4%) 19,000 (1.3%) 15,000 (1.0%) 7,000 (0.5%)
Espolon
22,000 (1.5%) Tezon
5,000 (0.3%)
Corazon
65,000 (4.5%)

Cabo W abo
Total ~ 1,457,000
70,000 (4.8%)

Patrón Silver ~ 849,500 +86%

Don Julio Patrón Reposado ~ 101,400 +64%
128,000 (8.8%)
Patrón Añejo ~ 160,008 +60%
1,106,800 Gran Patrón ~ 12,500 +48%

76% Total – 1,106,800 + 80%

Patron

Source: Adams Handbook; Impact; Discus Partida replaces Chinaco in top 10

Top 10 Selling Ultra-Premium White Spirits in the U.S. > $20

Based on 2006 Shipments (9.0L Converted)

Ciroc
Absolut Lev el
V an Gogh 73,000 (1.0%)
105,000 (1.5%)
125,000 (1.7%)
Chopin
Prav da 61,000 (0.9%)
140,000 (2.0%)
Belv edere
Grey Goose
392,000 ( 5.5%)
2,600,000 (37.1%)

Bombay Sapphire
760,000 (10.6%)

Patron Tequ ila

1,106,800 (15.4%)

Patrón Silver ~ 849,500 +86% Total ~ 7,172,200

Patrón Reposado ~ 101,400 +64%
Patrón Añejo ~ 143,400 +60%
Gran Patrón ~ 12,500 +48%
Ketel One
Total – 1,106,800 +80%
1,750,000 (24.4%)

Source: Adams Handbook; Impact; Discus Chopin replaces Vox in the top 10
 Top Orange Liqueur Brands
Based on 2007 Shipments (9.0L Converted)

Total ~ 985,500
Patron Citronge
63,500 (6.4%)
Gran Gala, 72,000
(7.3%)

Cointreau, 269,000
(27.3%) Grand Marnier
581,000 (9.0%)

Source: Adams
 Top Rum Brands > $15
Based on 2007 Shipments (9.0L Converted)
Ron Matusalem,
12,000 (2.2%)
Pusser's,
Pampero
Total ~ 535,500
16,000 (3.0%)
Anniversario,
Pyrat,
4,000 (0.7%)
23,500 (4.4%)
Rhum
Barbancourt, Appleton,
28,000 (5.2%) 177,000 (33.1%)
10 Cane,
30,000 (5.6%)

Gossling's Black,
56,000 (10.5%)

Flor de Cana, Brugal,

75,000 (14.0%) 114,000 (21.3%)

Source: Adams