Agenda

• Cinco de Mayo Overview• VAP Program Overview• Offer Specifics• Timelines

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Program Overview

CINCO AL MÁXIMOThe IdeaCinco de Mayo is the perfect “Beach” – an opportunity to reach a beach state of mind with family and friends and take your Cinco Celebration to the max.

How It WorksCorona helps consumers countdown to the Cinco celebration via: • Pre-holiday excitement driven by TV and Digital Media

gets shoppers in the mood to prepare for a Cinco Celebration

• Fun, energetic retail displays engage shoppers and provide valuable ways to enhance the Cinco Celebration

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• Cinco de Mayo is a premier sales and marketing focus period for Corona and Corona Light because they are the brands most closely associated with Cinco de Mayo celebrations

• The sell in week before Cinco De Mayo is the 3rd largest selling week for Corona and Corona Light1

• Corona Extra is the #1 selling U.S. import and most popular Mexican beer worldwide2

– Corona 12-pack is the #2 beer SKU in Grocery 3

• Corona Light continues to grow in popularity and appeals to both men and women– Corona Light 12-pack is the #3 Import beer SKU in Grocery 2

– 45% of women prefer Corona Light over any other import or domestic beer 3

– Corona Light is the #1 ordered import light beer in the on-premise channel 4

Selling Rationale

*Crown Internal Data 20101 Impact Databank 20102 SymphonyIRI, Total US Food, 52 weeks ending Dec 26, 20103 Nielsen Spectra 2010 4 Technomic Q4 2010

Off Premise On Premise

Media • TV and Video• Radio•Billboards

PR Digital

• Mobile Application • Facebook

• Build Cinco excitement through PR• Drive excitement & Pre-Shopping Trip Planning for the Holiday weekend

360 Activation

• Mass displays to showcase the Cinco Celebration that will drive Unplanned Purchases and Trade up• Cross Promotional partners that will provide Meal Solutions• Displays in the Lobby, Produce and the Meat Section drive “Multiple Points of Shopper Engagement” 5

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Activation Review

Advertising/Media• Award Winning TV and Video• Radio• Corona Cinco iconic billboards• Digital (FB, Mobile) Party Planning

– Recipes– Beer Pairings– Party tips

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Off Premise Elements:• Mass Display Triangular Columns• Base Wrap• Floor Decal• Triangular Stackables• Hanging Flex Triangle• Modular 5-10 Case Display Stacker Bin• Cinco Bottle Standee• Piñata• 3-Sided Display Card• Panel Pennant Strings• Can Stackers

POS Support - Off Premise

Cinco de MayoValue-Added Programming

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Grocery

Cinco de Mayo Grocery

• Consumers equate this season with Gathering with family & friends Celebrating Mexican culture and heritage The coming of Summer

• Corona will team up with Avocados from Mexico to offer value added programming to spice up the fiesta occasion!

• High Value offers at retail deliver high margins from Produce and Meat perimeter areas:–Avocados from Mexico Offer

•Save $1 on avocados w/12 pk purchase of CX/CL– Non-Exclusive Meat or Poultry Offer

•Save $10 on Meat or Poultry w/12 pk purchase of CX/CL

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Corona’s Cinco de Mayo Program will help DRIVE Category Sales

And here’s why:• The Cinco selling window is #2 for Corona, after Summer

• Strong synergy between Corona and Avocados from Mexico and familiarity with usage of all products

• Integration of Partners and double digit offers in the highly profitable perimeter area delivers high register rings and higher margins for you, the Grocery retailer

• Strong Support Drives traffic and Delivers Profits…– In-Store Tactics

• Program specific displays from Corona and Avocados

from Mexico

• High Value IRC and Mail In Rebates

• Recipe tear pads/Fun party ideas delivering

strong messaging– Digital Support

• Facebook Promo• Recipes and Beer Pairings/Party Ideas• Delivery of messaging to over 1 million fans! 11

4800 incremental Avocado Display Units in Produce provide “Multiple Points of Shopper Engagement!!!”

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•Merchandising a stack of Corona next to the eye catching Avocados from Mexico display makes the consumer decision to purchase easy and drives meal solutions•Corona and AfM co-branded POS communicates the message with high values offers for avocados and meat drive sales into your perimeter areas

Four 10” x 15” Header Cards at top of 5-foot display will communicate the Corona and AfM Cinco messaging (artwork shown is for illustration only)

One of two customized 100 ct. take-one pads on display will feature recipes and ideas to MAXIMO consumers’ Cinco fiesta!

Over $11.00 Value-Added coupons to MAXIMIZE your customers Cinco fiesta!

Grocery

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Program Support

Date: April 1 – May 9, 2012

Displays Focus: Lobby, Produce, Meat, Beer Section

Avocados from Mexico:•$1 IRC off avocados w/12 pk purchase of CX/CL• AZ, CA, FL, NV

•$3 MIR off avocados w/12 pk purchase of CX/CL• Remaining states (where legal)

Non-Exclusive Meat or Poultry:• Save $10 MIR on Meat or Poultry w/12 pk purchase of CX/CL (all states where legal)

• IRC/MIR• 4800 Avocados from Mexico Display units with CX/CL in Produce• Full array of POS

Non-Exclusive Meat or Poultry

Program DetailsCross Promotional Partners

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C-Store

Corona’s Cinco de Mayo Program will help DRIVE Category Sales

And here’s why:• The Cinco selling window is #2 for Corona, after Summer

• Strong synergy between Corona and chips and salsa

• Strong Support Drives traffic and Delivers Profits…– In-Store Tactics

• High Value IRC and Mail In Rebates – Digital Support

• Facebook Promo• Recipes and Beer Pairings/Party Ideas• Delivery of messaging to over 1 million fans!

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C-Store

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Date: April 1 – May 31, 2012

Non-Exclusive Chips and/or Salsa :•$1 IRC off w/12 pk purchase of CX/CL• AZ, CA, FL, NV

•$5 MIR w/12 pk purchase of CX/CL• Remaining states (where legal)

Program DetailsCross Promotional Partners

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Drug

Corona’s Cinco de Mayo Program will help DRIVE Category Sales

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And here’s why:• The Cinco selling window is #2 for Corona, after Summer

• Strong synergy between Corona and chips and salsa

• Strong Support Drives traffic and Delivers Profits…– In-Store Tactics

• High Value Mail In Rebates – Digital Support

• Facebook Promo• Recipes and Beer Pairings/Party Ideas• Delivery of messaging to over 1 million fans!

Drug

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Date: April 1 – May 9, 2012

Non-Exclusive Chips and/or Salsa:•$5 MIR w/12 pk purchase of CX/CL• All states where legal

Program DetailsCross Promotional Partners

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Mass

Corona’s Cinco de Mayo Program will help DRIVE Category Sales

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And here’s why:• The Cinco selling window is #2 for Corona, after Summer

• Strong synergy between Corona and Cinco Essentials

• Strong Support Drives traffic and Delivers Profits…– In-Store Tactics

• High Value Mail In Rebates

• Recipe tear pads/Fun party ideas delivering strong messaging– Digital Support

• Facebook Promo• Recipes and Beer Pairings/Party Ideas• Delivery of messaging to over 1 million fans!

Mass

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Program Details

Date: April 1 – May 9, 2012

Cinco Essentials!Non-Exclusive Limes, Avocados, Chips, Salsa , Meat or Poultry:•$10 MIR w/12 pk purchase of CX/CL• Participating states (where legal)

Cross Promotional Partners

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Hispanic Grocery

Corona’s Cinco de Mayo Program will help DRIVE Category Sales

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And here’s why:• The Cinco selling window is #2 for Corona, after Summer

• Strong synergy between Corona and the meat counter

• Strong Support Drives traffic and Delivers Profits…– In-Store Tactics

• High Value IRC– Digital Support

• Facebook Promo• Recipes and Beer Pairings/Party Ideas• Delivery of messaging to over 1 million fans!

Hispanic Grocery

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Offer Dates: April 1, 2012– May 9, 2012

Non-exclusive Meat or Poultry item:• $1 IRC with Corona/Corona Light 12

pk purchase– States: AZ, CA, FL, NV

Program DetailsCross Promotional Partner

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Chain Liquor

Corona’s Cinco de Mayo Program will help DRIVE Category Sales

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And here’s why:• The Cinco selling window is #2 for Corona, after Summer

• Strong synergy between Corona and wine and spirits

• Strong Support Drives traffic and Delivers Profits…– In-Store Tactics

• High Value Mail In Rebates – Digital Support

• Facebook Promo• Recipes and Beer Pairings/Party Ideas• Delivery of messaging to over 1 million fans!

Chain Liquor

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Cross Promotional Partners Program Details

Date: April 1 – May 9, 2012

Non-Exclusive Wine and Spirits•$10 MIR w/12 pk purchase of CX/CL

Participating Regions/Accounts TBA

Cinco de MayoTimelines

• Coupon Ship Date: 3/19/2012

• Program Execution: 4/1/2012

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