Misguided Spirits

AN ALTERNATIVE APPROACH TO THE SPIRITS CATEGORY

FOR THOSE WHO ENJOY A GOOD DRINK, AND QUESTIONABLE DECISIONS

PRODUCT AND BRAND INFORMATION

MISGUIDED SPIRITS Inspired by the rogues of earlier times who organized the misguided to give them a voice, a community, and a stiff drink. We don’t plan on saving the world, but we may be able to save your neighborhood, one bar at a time.

Our Story Having spent many years opening and managing bars in NYC, Chicago, and Los Angeles it hasn’t been hard to notice a disparity between Top Shelf Brands and the Well Spirits that are the staple of the industry. There is the endless stream of Brand Reps with the same story, each product more premium than the last. When one brand goes away, the reps come in with another one, There is no loyalty between the brands and the people that work for them, regardless of the success of the company. In the end the its always the same. The Brand Reps are cut, and the next brand hires them to leverage their relationships to get ahead. This was internal conflict that drove us to create an alternative for the bars and liquor stores. To create a network of industry veterans that could provide a locally owned alternative and provide longevity and equity for the sales reps. To create an organization where the salespeople own their brands, and their customers success. Each of us at Misguided Spirits is a partner and an owner of our business. We provide a combination of industry expertise, hustle and grit, and we believe that we can provide better service and support than any of the larger organizations. We probably can’t save the world, but we can provide a better alternative to an industry we love.

We are an Employee-Owned Sales and Service Organization. Misguided Spirits is a collection of industry experts focused on providing what their customers are looking for, better service and support from their partners. Because we are all owners we will be here today, tomorrow and in the future. We provide a local connection to our brands. We are empowered to make local decisions 2. 3. 1. We are Incentivized to cultivate relationships

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Farmers not Hunters Farmers cultivate fields for generations. Our competitive advantage is our ability to cultivate long term relationships with our customers. We are taking the long view, and we want to work with our customers for decades. By doing so we will be able to continue to develop a portfolio that maximizes our share of the total On Trade category.

We started with 1L Bottles For the Well 60% of On Trade Spirit Volume is served from the Well. Originally viewed as low margin brands with no equity, Premiumization of the Well has been a long time coming. Driven by Bar Tenders desire to be proud of the products they pour, and patrons who want a good drink at a good price. The modern day well has become home to the outlets favored (and most poured) brands.

We are scaling with 750ML Bottles meant for the Shelf Our 750ML bottles allow us to drive scale. They looks great on the back bar, and they work in the liquor store. The unique trademark design reinforces our portfolio of brands . Our competitive pricing drives trial, and our great product quality makes us easy to adopt.

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CURRENT PORTFOLIO

Each brand is rooted with a face, place and story inspired by a misguided character with discoverable content that reinforces the Misguided Spirits Trademark personality.

BLACK DOVE’S SACRED HEART TEQUILA

CARIBBEAN QUEEN’S RED SKY RUM

HOWE & HUMMEL’S CROOKED VODKA

HINKY DINKS WORKINGMAN’S WHISKEY

BATHHOUSE JOHN’S WELL DRESSED GIN

Smooth and Refined as an Unreformed Conman. Morally Bankrupt as the

Tequila so smooth and pure it is rumored to be distilled from the tears of broken hearted angels. Blanco & Reposado

Rich and enticing as the fabled stories recited by old sailors longing for one last voyage. White & Dark Rum

At the end of the day, you simply want a whiskey that doesn’t kill you or rob you blind. Made, Owned and Sold by Working men and women like you.

From the wrong side of the street but dresses up well. Bathhouse Gin is the Broken Hero that Stands out in any Occasion.

Worlds Most Super Premium Vodkas.

HOWE AND HUMMEL CROOKED VODKA

Inspired by Howe and Hummel were criminal lawyers, in both senses: They were lawyers who defended criminals, and they were criminals who practiced law. They happily represented murderers, thieves, and prostitutes, but their crimes of personal preference were bribery, blackmail, and subornation of perjury. The partnership was modern less moral version of Robin Hood, as they enjoyed defending the criminals while Fleecing the rich. Smooth and Refined as Unreformed Conmen. Just as bad for you as the Worlds Most Premium Vodkas at half the Price.

BATHHOUSE JOHN’S GROWN MAN GIN

Inspired by John "Bathhouse" Coughlin who with his partner Mike "Hinky-Dink" Kenna ruled the South Side Levee District. This area was a veritable den of iniquity where prostitution and gambling flourished. Thanks to an ingenious ‘Insurance’ racket that helped people of questionable reputation keep out of jail organized crime flourished and Bathhouse and Hinky-Dink reigned supreme. From the wrong side of the street but dresses up well. Strong with a bit of edge.

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HINKY DINK’S WORKINGMANS RYE WHISKEY At the end of the day, you simply want a whiskey that doesn’t kill you or rob you blind. Inspired by Michael Kenna the model saloonkeeper politician. He ran the infamous Workingman’s Exchange in the vice district known as the Levee. Besides serving inexpensive drinks and free lunch, he also provided cheap lodging for down-and-outers. In return these patrons could be counted on to vote as he directed starting the vote early, vote often reputation of Chicago elections.

CARIBBEAN QUEEN’S RED SKY RUM Rich and enticing as the fabled stories recited by old sailors longing for one last voyage. Inspired by Gertrude Lythgoe a head strong woman from NYC who set up shop in the Bahamas during prohibition. Known for only buying and selling the best liquor available she used a pistol and a straight blade to maintain her reputation. Wanting to beat the smugglers jinx. She left her one true Love the “Real” Bill McCoy and smuggling partner to sail off into the sunset to live life on her own terms.

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BLACK DOVE’S SACRED HEART TEQUILA Tequila so smooth and pure that it is rumored to be distilled from the tears of fallen angels.

Inspired by Chavela Verga, the street singer who took over Mexico City’s bohemian club scene by challenging mainstream morals by dressing in men’s clothing while singing ranchero songs intended for men to woo women with incredible passion. This tequila drinking, cigar smoking, rabble rouser sang at Elizabeth Taylor's marriage to Mike Todd and ran off with Ava Gardner. The Black Dove (Paloma Negra), became one of Chavela’s most famous songs. It is the dramatized telling of a young woman who goes out partying all night and breaks the heart of the singer.