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Espiritus DestiladosCompetitive ReportOctober 2014 to September 2015 vs PY 

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 Total CategoryInvestment by Brand

Rum Gasolina Whisky Vodka Liuors Teuila!

"!!#!!!

$#!!!#!!!

$#"!!#!!!

%#!!!#!!!%#"!!#!!!

!!!#!!!

"!!#!!!

'#!!!#!!!

-42%

($&)

(&&)

('') (&!)

($&

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 Total Category*hare by Brand

 Teuila+ $)Gasolina+ &")Liuors+ ')Vodka+ ')Whisky+ $$)

Rum+ '")

2014

 Teuila+ $)Gasolina+ &,)Liuors+ ")

Vodka+ ')Whisky+ $")

Rum+ '!)

2015

Total Investment $8,4,2!" Total Investment $5,5"#,!"

*our-e. /ielsen 0d Dynami-Cateor% &ecrease& "5' vs PY 

8/19/2019 Competitivo 2015 vs PY

4/56

 Total CategoryInvestment by 1edia

Radio+ &&)

223+ 4)

5ress+ $")

 TV+ '&)

2015

Radio+ &')

223+ $&)5ress+ $,)

 TV+ &6)

2014

Total Investment $8,4,2!" Total Investment $5,5"#,!"

*our-e. /ielsen 0d Dynami-

8/19/2019 Competitivo 2015 vs PY

5/56

*2I vs *2VEuivali7ed TGR58s 5$9('4

PRO()CT

SOI ' SO* '

(on + $254 18' "1#1 1'Ba-ard: ;'96

8/19/2019 Competitivo 2015 vs PY

6/56

RumCompetitive Report

October 2014 to September 2015 vs PY 

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Rum Investment2-tober %!$' to *eptember %!$" vs 5>

Gasolina Ba-ard: Don ? 5alo Vie=o 2thers!

"!!#!!!

$#!!!#!!!

$#"!!#!!!

%#!!!#!!!

%#"!!#!!!

!!!#!!!

"!!#!!!

-33%

(44)

(6")

@'')

(&!)

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Rum*hare by Brand

Ba-ard: + %9)2ther Rums+ ")

5alo Vie=o+ $!)

Don ?+ $&)

Gasolina+ '')

2014

Ba-ard: + $$)

2ther Rums+ !)

5alo Vie=o+ $$)

Don ?+ &$)

Gasolina+ '6)

2015

Total Investment $4,11,44 Total Investment $!,#4!,4!

R/m sement &ecrease 2' vs PY

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Rum InvestmentBy 1edia

223+ $4)

5ress+ $%)

Radio+ 4) TV+ ,!)

2014

223+ $!)5ress+ ")

Radio+ '&)

 TV+ '%)

2015

*our-e. /ielsen 0d Dynami-

Total Investment $4,11,44 Total Investment $!,#4!,4!

8/19/2019 Competitivo 2015 vs PY

10/56

 TV Investment byChannel

Don ?+ $,)

5alo Vie=o+ $9)

Ba-ard:+ "$)

Gasolina+ $")

2014

Don ?+ %%)

5alo Vie=o+ &4)

Ba-ard:+ &%)

Gasolina+ 6)

2015

Total Investment $1,!45"

Ch $$ &4)Ch % &")

Ch ' %,)

Ch ' 4")

Ch % ")

Ch $$ $9)Ch ' '4)Ch % &&)

*our-e. /ielsen 0d Dynami-

Total Investment $2,#4#!

Ch % '$)

Ch ' &&)Ch $$ %,)

8/19/2019 Competitivo 2015 vs PY

11/56

Investment by/eAspaper 1aga7ines

Don ?+ %')

5alo Vie=o+ $%)

Gasolina+ %')

2tros+ $&)

Ba-ard:+ %9)

2015

Total Investment $4285 Total Investment $"1#

E/D ,9)Vo-ero $")Revistas $6)

E/D 4&)C Bus 6)

E/D "!)1etro %%)53ora ,)Indi-e $")CB 6)

*our-e. /ielsen 0d Dynami-

E/D %!)53 9!)

Don ?+ &')

5alo Vie=o+ 4)

Gasolina+ %!)

2tros+ &6)

2014

E/D $!!)

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12/56

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14/56

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18/56

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19/56

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WhiskyCompetitive ReportOctober 2014 to September 2015 vs PY 

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Whisky Investment2-tober %!$' to *eptember %!$" vs 5>

DeAars ohnnie Walker Cutty *ark!

$!!#!!!

%!!#!!!

&!!#!!!

'!!#!!!

"!!#!!!

,!!#!!!

6!!#!!!

9!!#!!!

4!!#!!!

-42%

($!!)

@%"6)

8/19/2019 Competitivo 2015 vs PY

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Whisky*hare by Brand

DeAars+ 4!)

 ohnnie Walker+ $!)

2014

DeAars+ ,$) ohnnie Walker+ &4)

2015

Total Investment $41,22# Total Investment $81!,#2"

*our-e. /ielsen 0d Dynami-

is% sement &ecrease& "' vs PY

8/19/2019 Competitivo 2015 vs PY

23/56

Whisky InvestmentBy 1edia

223+ "")

5ress+ $%)

Radio+ %)

2014

223+ %)5ress+ %$)

 TV+ 66)

2015

*our-e. /ielsen 0d Dynami

Total Investment $41,22# Total Investment $81!,#2"

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24/56

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 TeuilaCompetitive ReportOctober 2014 to September 2015 vs PY 

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 Teuila Investment2-tober %!$' to *eptember %!$" vs 5>

!

"#!!!

$!#!!!

$"#!!!

%!#!!!

%"#!!!

&!#!!!

&"#!!!

'!#!!!

-100%

($!!)

($!!)

($!!)

($!!)

8/19/2019 Competitivo 2015 vs PY

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 Teuila*hare by Brand

$9!! Teuila+ ,$)Cabo Wabo+ 6)

 Teuila 5atrn+ &%)

2014

$9!! Teuila+ %")

El imador+ &%)

 osF Cuervo+ '')

2015

Total Investment $#5 Total Investment $!!!

*our-e. /ielsen 0d Dynami

Te3/ila sement &ecrease& 12' vs PY

8/19/2019 Competitivo 2015 vs PY

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 Teuila InvestmentBy 1edia

5ress+ $!!)

2014

5ress+ $!!)

2015

*our-e. /ielsen 0d Dynami-

Total Investment $!4,!05 Total Investment $5!,"#

8/19/2019 Competitivo 2015 vs PY

35/56

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V2D0Competitive ReportOctober 2014 to September 2015 vs PY 

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Vodka Investment2-tober %!$' to *eptember %!$" vs 5>

!

%!

'!

,!

9!

$!!$%!

$'!

$,!

$9!

%!!-40%

(4$)

!)

@$6'&)

(%,)(%9)

($!!)($!!)

8/19/2019 Competitivo 2015 vs PY

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Vodka*hare by Brand

Grey Goose+ '6)

Hinlandia+ &9)

*mirno+ ")

5utinka Vodka+ $)Belvedere+ ')

0bsolut+ &)etel 2ne+ $)

2014

Total Investment $"#4,#04 Total Investment$211,52

*our-e. /ielsen 0d Dynami

0bsolut+ ')

Hinlandia+ ,)

Grey Goose+ "!)

etel 2ne+ &6)

5utinka Vodka+ $) Titos 3andmade+ %)

2015

*o&a sement increase& 20' vs PY

8/19/2019 Competitivo 2015 vs PY

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Vodka InvestmentBy 1edia

5ress+ 4")

Radio + ")

2014

5ress+ 4,)

2015

Total Investment $"#4,#04 Total Investment $211,52

*our-e. /ielsen 0d Dynami-

8/19/2019 Competitivo 2015 vs PY

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LiuorsCompetitive ReportOctober 2014 to September 2015 vs PY 

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Liuors Investment2-tober %!$' to *eptember %!$" vs 5>

 ;(

;"!#!!!

;$!!#!!!

;$"!#!!!

;%!!#!!!

;%"!#!!!

@$!!)($)

("!)($!!)

$!!)!) @$!!)

8/19/2019 Competitivo 2015 vs PY

44/56

Liuors*hare by Brand

Baileys+ 4)

Cointreau+ ,&)

Disaronno+ $%)

5assoa+ $$)Cardenal 1endo7a+ ')

2014

Cointreau+ "9)

Disaronno+ 9)

5assoa+ $")

Cardenal 1endo7a+ ,)

3ennessy Cogna-+ $%)

2015

Total Investment $"#2,258 Total Investment $2!1,"25

*our-e. /ielsen 0d Dynami-

Liuors segment de-reased &4) vs< 5>

8/19/2019 Competitivo 2015 vs PY

45/56

Liuors InvestmentBy 1edia

223+ %,)

5ress+ ,4)

Radio+ ")

2014

223+ $!)

5ress+ 69)

Radio+ $%)

2015

Total Investment $"#2,258 Total Investment $2!1,"25

*our-e. /ielsen 0d Dynami-

8/19/2019 Competitivo 2015 vs PY

46/56

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47/56

8/19/2019 Competitivo 2015 vs PY

48/56

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