Modelo Especial 24 Loose CartonRoll-Out Presentation

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Executive Summary Brand Consumer Target Overview Sales Objective and Strategies Product/Package Specifications Support Materials

Table of Contents

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Executive Summary

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Opportunity– Key Segment: The 24-pack segment is a key package within off-premise channels such as Club, Mass, Grocery and

Liquor where consumers are looking to trade up to larger packages to meet specific drinking occasions. In the last 4 weeks, the Import 24-pack bottle segment was up 1.6% YTD in Food with Modelo Especial growing +27.8%.1

– Consumer: This package fulfills a key consumer need, appealing to General Market Social Seekers who prefer to drink bottles in 66% of occasions and to Hispanic Creatures of Habit who consume, on average, 5.9 beers per occasion and frequently buy for large, social gatherings.2 This pack caters to consumer preferences for larger, stock-up packages that have greater perceived value.

– Brand: The ME 24-Pack Loose bottle package serves as an additional package to strengthen Modelo’s presence in key off-premise channels and give consumers the opportunity to trade up (Quality and Volume), generating incremental revenue and profit per transaction. Modelo Especial continues to show strong performance on a national level, growing +13.7% in 2011 and sustaining its position as the #3 imported beer in the U.S. 3 The brand has been delivering growth of 22% over the past 10 years, making it one of the fastest growing brands in the industry. 4

– Profit/Competition: This new SKU will trade up consumers from Domestics and competitive Import 12-packs, offering a retailers the opportunity for incremental sales and margin.

Sources:1 IRI InfoScan TOTAL U.S. – FOOD YTD Ending March 18th, 20122 Crown Segmentation Study, July 2010.3 IRI InfoScan TOTAL U.S. - FD/DG/MM/CONV 52 Weeks Ending Sept 5th, 20104 CAGR 2000-2010

Why Modelo Especial 24pk Bottles?

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Brand Consumer Overview

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Demographic Profile: Multicultural 25- to 34-year-old males who

are typically higher income, college-educated, and have a high number of beer-drinking occasions per week (4.3X).

Beer Occasion: Word-Reward Social Seekers believe good beer is meant

to be shared with friends, and therefore drink to release and celebrate with others after a long day and to be in the moment.

Psychographic Profile: Social Seekers have active lifestyles, are

culturally mobile, and are more style conscious. They believe what you drink makes a statement about who you are.

Social validation from their peers helps them feel confident in their choices.

Drinking imports helps them to look and feel a little classier at a bar or party, and choosing Modelo Especial helps express their individuality and make a statement of substance with style.

Modelo Especial’s Total Market Target Consumer: “Social Seekers”

Total Market Target Consumer

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Demographic Profile: Age: 25-34Gender: Skews heavily male Income/Education: Lower income, Mid to lower educationNativity: 1st and 2nd Generation (mostly foreign born)Language: Spanish dominant Category frequency: Medium-heavy

Psychographic Profile: This consumer tends to be at an earlier stage of acculturation, and therefore gravitates towards what appears familiar from his country of origin. He’s reserved, hard-working, and self-aware; drinking beer helps him boost his “social” and “macho” confidence and re-energize after a hard day’s work. He has a reserved nature, believing the quality of the things he chooses will reflect the way he is and express the fact that he doesn’t settle for just anything.

Modelo Especial’s Hispanic Target Consumer: “Creatures of Habit”

Hispanic Target Consumer

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Modelo Especial:1) Other Domestic stock-up packages: Tecate, Bud Light, Bud and Coors Light

20-pk bottles2) Import 12-pack bottle packages

Modelo Especial 24-pk Loose Bottles will add incremental volume to the category.

Source of Volume

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Sales Objective & Strategies

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Wherever competitive domestic or import 24-Pack Bottles are sold... sell-in the Modelo Especial 24-Pack Bottle

– Target Independent accounts, especially those that cater to Hispanic consumers

– Chain Stores

– Liquor Stores

– Accounts that sell full cases

Sales Objectives & Strategies

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NOTE: BU To Insert Pricing Here

Pricing Strategy

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Hispanic Grocery - Open Air Cooler

Traffic Flow

Retail Positioning

Build on the strength of the Modelo Especial Brand name. Block with Modelo Especial packages and place on the well shelf for adequate pack-out.

Lead Modelo Especial brand block with 24pk Bottles package to encourage consumer Trade-up.

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Build on the strength of the Modelo Especial Brand name. Block with Modelo Especial packages and place on the well shelf for adequate pack-out.

Lead Modelo Especial brand block with 24pk Bottles package to encourage consumer Trade-up.

Traffic Flow

Retail Positioning

Grocery - Open Air Cooler

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Build on the strength of the Modelo Especial Brand name. Block with Modelo Especial packages and place on the well shelf for adequate pack-out

Traffic Flow

Retail PositioningConvenience Store

15Traffic Flow

Retail PositioningDrug Store

Build on the strength of the Modelo Especial Brand name. Block with Modelo Especial packages and place on the well shelf for adequate pack-out.

Lead Modelo Especial brand block with 24pk Bottles package to encourage consumer Trade-up.

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Product/Package Specifications

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Product Profile

Modelo Especial per 12 fl. oz.: 4.4% ABV 145 Calories 0.0% Grams of Fat 180 Day Shelf Life

Product Specifications

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Modelo Especial 24/12-oz. Case SpecsLength:                      44.1cm (17.36”)Width:                        31.0cm (12.20”)Height:                       20.3cm (8.00”)Weight:                      13.95kg (30.75lbs)

Modelo Especial 24/12-oz. Bottle Specs  Bottle height:            19.1cm (7.50”)Bottle diameter:       7.2cm (2.81”) – maximum diameterBottle weight:           0.55kg (1.21lbs)

Modelo Especial 24/12-oz. Pallet Specs 49 cases per pallet: 7 layers of 7 cases eachPallet dimensions:   108cm x 93.5cm (42.5“ x 36.8")Pallet weight:            695kg (1,532lbs)

Modelo Especial 24/12-oz. Loading  Specs •Pallets per railcar:    84 for a total of 4,116 cases•Pallets per trailer:    28 for a total of 1,372 cases

Package Specifications

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Modelo Especial 12-oz. Bottle

Modelo Especial 24 Loose Bottle Case

Bar Codes/UPC Numbers

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Sell sheet is available on the Marketing-On-Demand (MOD) Website:

http://mod.crownimportsllc.com

• Graphic Templates: Image Gallery> Modelo Brands > Brand Templates > Modelo Especial

Posters (English and Spanish) Banners (English and Spanish) Static Stickers (English and Spanish)

• Sell Sheet: New Products > Modelo Brands > Modelo Especial 24PK Loose Bottles

Support Materials

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Good Selling!