BRAND PRESENTATION 2015

 HISTORY  Early 1790’s – Whiskey Rebellion in Pennsylvania forced distillers to move west Late 1790’s – William Collier and James McKeel land in Tennessee Brought the tradition of making handcrafted sour mash whiskey Settled along the creeks of Middle Tennessee Land rich in crops and water filtered through ancient limestone – perfect for whiskey Whiskey was their only form of currency Easier to move barrels of whiskey than wagons of corn

 WHISKEY BASICS  Made from a combination of barley, rye, wheat or corn ‘Sour Mash’ refers to the technique of seasoning a new batch of yeast mash with a portion of the previous days mash Mixture is known as “backset” Sour Mash whiskey must be made using at least 25% backset, soured mash Fermentation period of at least 72 hours Undergoes filtering stage called the ‘Lincoln County Process’ Filtered through thick layer of maple charcoal before aging – deepens flavors Aged in charred new oak barrels

 OUR PROCESS  Special mash of corn, rye, and malted barley Distilled in our 570-gallon hand-hammered copper pot still, nicknamed “Pappy” Distilled with limestone filtered water from the Big Richland Creek Liquid mash then dripped through several feet of sugar maple charcoal – made from trees cut and burned by local sawmills Aged in 15 gallon charred new oak barrels

 OUR WHISKEY  Named in honor of Collier and McKeel, and all those who brought distilling to Tennessee Traditional sour mash recipe Made from the Middle Tennessee limestone aquifer Small batch Tennessee Crafted in our hand-hammered copper pot still Mellowed through sugar maple charcoal, a process unique to Tennessee Whiskey Smooth character Aged in small barrels to create a rich flavor

 KEY MESSAGES  Hand-crafted, small batch Tennessee whiskey Distilled with Tennessee Limestone water Undergoes Lincoln County Process Aged in small barrels that add intense flavors and richness Signature sweet, yet smoky flavors “True Tennessee Whiskey”

 SELLING STRATEGY  Focus on storied history of Collier and Mckeel Highlight importance of the Lincoln County Process Emphasize aging in small oak barrels Educate on sour mash distillation process Comparative Set Jack Daniels Single Barrel Michter’s US1 Small Batch Sour Mash George Dickel Hand Selected Barrel Corsair Single Barrel Triple Smoke Benjamin Prichard Tennessee Whiskey

 GREAT SCORE!  93 Points – The Tasting Panel July 2014

 SUPPORT  Brochure Fact sheet Shelftalker