Shakers and Movers: Guide to Advancement

#Shakers&Movers#TOTC2015

Presented by:

Moderator: Lynnette Marrero @Drinks_At_6Panelists: Charles Joly @Charles_Joly

Gabriel Orta @Barlabcocktails @brokenshaker & Ryan Malkin ESQ @malkinlaw

Brand Ambassador?

Launch a New Brand?

Consultant?

Bar Ownership?

The Brand Ambassador

Fitty Fitty Martini

1.5 oz Tanqueray 10

1.5 oz Dolin Dry Vermouth

Lemon Twist

Lynnette Marrero

What’s the Difference – Why Does it Matter ?

Brand&Ambassador:""Works"directly"for"a"brand,"or"its"agency,"ac5ng"as"a"representa5ve"for"the"brand"in"the"field""

(consumer=trade"facing)."

Brand&Consultant:""Hired"by"a"brand"for"a"par5cular"project""(e.g."making"drinks,"crea5ng"cocktails,"educa5on,"etc).""

VS

Working for a Brand

Most%state%rules%prohibit%a%brand%from%hiring%someone%who%is%also%an%employee%of%a%retail%licensee%(e.g.%bar/restaurant/liquor%store),%especially%those%with%decision=making%powers.%

Ques@on% May%a%manufacturer%hire%a%bar%owner%

(licensee),%as%either%an%employee%or%full%@me%consul@ng%brand%ambassador%=%%The%bar%owner%will%receive%no%interest%in%the%manufacturer%whatsoever?%%

Working for a Brand

A:#Prohibited.#No#retail#licensee#for#on5premises#consump9on#shall#be#interested,#directly#or#indirectly,#in#any#premises#where#liquors,#wines#or#beer#are#manufactured#or#sold#at#wholesale,#by#stock#ownership,#interlocking#directors,#mortgage#or#lien#on#any#personal#or#real#property#or#by#any#other#means.##

Goals of the State

Avoid&return&to&pre-Prohibi1on&excesses&

Keep&criminal&elements&out&

By&Regula1ng&formula1on,&labeling,&adver1sing&and&marke1ng&trade&prac1ces&&

Protect'the'consumer'

Fed Tied House Violation

1.

Inducement

2.

Exclusion

3.

Interstate Commerce

Brand Consultant Advantage

Argument:"The"brand"is"not"hiring"you"(the"bartender)"in"order"to"get"on"the"menu"or"backbar,"but"for"you"to"provide"a"service"to"the"brand"at"fair"market"value."

What is a Slotting Fee?

A: Paying or crediting a retailer for any advertising, display or distribution service.

Form Your Business S Corp C Corp

LLC

Trademark

Agreements Know the Rules

Going On Your Own – Legal Basics

Review what you’re giving and what you’re getting (and when)

Indemnification

Insurance

Intellectual Property (“Work for Hire”) - Who Owns What

Going On Your Own – Legal Basics

Launching a Brand

Te Quiero Infinito 2 oz Crown Coffey Still

.5 oz Lustau PX

2 dash Xocolate Mole Bitters

2 dash Angostura Bitters

Flamed orange

Charles Joly

Launching A Brand

Making a Plan from you Idea

INNOVATION EX

ECU

TIO

N

PRODUCTION

BUILD A BUSINESS PLAN

FUNDING

INTELLECTUAL PROPERTY

ROLES AND RESPONSIBILITIES

SHARES & INVESTMENT

IMMEDIATE & LONG TERM PLANNING

VOTING RIGHTS

IDENTIFY AND DEFINE YOUR PRODUCT

PRODUCTION - SCALABILITY - LEGAL FUN

LOGISTICS

DISTRIBUTION ON & OFF PREMISE

NATIONAL STATE BY STATE

INTERNATIONAL

WAREHOUSING SHIPPING

RAW MATERIALS

MARKETING

The Juice Is In The Bottle

Bar Owner/Restaurateur

Zacapa Rum Signature Old Fashioned

2 oz Zacapa 23

2 dash Xocolate mole Bitters

2 dash Angostura bitters

.25 oz Demerara

Grapefruit twist, Grated Chocolate

Gabriel Orta

The Broken Shaker

Drink

Drink

BUILD A BUSINESS PLAN

FUNDING

INTELLECTUAL PROPERTY

ROLES AND RESPONSIBILITIES

SHARES & INVESTMENT

IMMEDIATE & LONG TERM PLANNING

VOTING RIGHTS

IDENTIFY AND DEFINE YOUR PRODUCT

Bar Owner/Restaurateur

Food

Design

Questions?Follow  @Drinks_At_6  on  Twi2er  and  Lynne2e  Marrero  on  Facebook  for  informa=on  on  viewing  this  presenta=on  on  Tales365.com

#Shakers&Movers#TOTC2015

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