INTRODUCING SMIRNOFF®

PREMIUM MIXED DRINKS SIGNATURE SCREWDRIVERAvailable November 2011

Off-Premise Sell Sheet

THE SITUATION

The PAB Category Leads Malt Beverage Growth• The PAB category represents over $1 Billion in retail sales and is posting double-digit value and volume growth.¹ • Diageo PAB Innovation has contributed ~$26MM in sales in the latest 52 weeks, accounting for 16% of overall PAB value growth.¹

SMIRNOFF® Premium Malt Mixed Drinks (PMD)Revolutionized Category in ‘10• Launched in 2010, SMIRNOFF® Premium Mixed Drinks introduced consumers to real mixed drink taste with the convenience of beer• SMIRNOFF® Premium Mixed drinks leverages special technology to replicate mixed drink experience.

SMIRNOFF® Premium Mixed Drinks Grew the PAB Category• SMIRNOFF® Mixed Drink growth was +88% incremental to the business – a number that is considered exceptional within CPG².• All SMIRNOFF® PMD flavors were a Top 5 (IRI) and in year 2 are still at the Top! Blueberry & Lemonade (#2), Cranberry & Lime (#4), Classic Lemonade (#11), 12 Bottle Variety Pack (#6).¹

• Introduce NEW SMIRNOFF® Premium Mixed Drinks Signature Screwdriver, with the quality and refreshing taste of a cocktail classic, but with the format and convenience of a beer.

Winning Concept & Winning Liquid• SMIRNOFF® PMD Signature Screwdriver proprietary juice flavor technology provides a “juicier” mouth-feel³.• Concept scores beat competition and improved after tasting incredible liquid!³

TARGET CONSUMERS BEFORE TASTINGSCREWDRIVER

AFTER TASTINGSCREWDRIVER

Purchase Interest(Def/Prob Buy)

Overall Liking(Mean 9 Pt Scale)

68%

7.2

84%

7.7

After Tasting Liquid- Purchase Interest & Liking Improved!³

1. IRI Total US F/D/C – Latest 52 Weeks Ending June 12, 2011; 2. Cannibalization Study & IRI Data; 3. Quant Research March ‘11. Study Markets Chicago, Daytona, Las Vegas Minneapolis, St. Louis, Tucson

THE IDEA

HOW IT WORKS

Fully Integrated Communications Plan:• +$7MM dedicated to TV and Digital advertising.• Heavy-up sampling (where legal), POS, coupons and social media to create awareness and drive sales!• Both TV creative and Point-of-Sale materials will feature “Fridgetender”, building awareness at home and converting at retail.

Shelf Placement Suggested Guidelines• SMIRNOFF® PMD Signature Screwdriver should be blocked with the SMIRNOFF® PMD family of brands at eye level on shelf.

Case Per Tier 12Tiers Per Pallet 6Cases Per Pallet 72Case Weight (Ibs) 32Full Pallet Weight (Ibs) 2,323Case Dimensions (Inches) Case Length 15.250 Case Width 10.375 Case Height 8.750Bottle Dimensions (Inches) Bottle Width 2.376 Bottle Height 8.359

Drive Trial with 12 Bottle Variety Pack• The Variety Pack is a proven off-premise proposition to sample target consumer with multiple flavors.• Features 3 bottles of NEW SMIRNOFF® Signature Screwdriver plus 3 bottles each of the top selling Cranberry Lime, Blueberry Lemonade and Classic Lemonade.

KEY BENEFITS• A NEW premium mixed drink offering, with the convenience and format of beer.• Consumers love the concept and the liquid. • Fully integrated launch plan and formats will build awareness and drive trial at retail.

NEXT STEPS• Target displays in high-traffic areas during key months leading up to TV advertising. • Utilize the wide-range of POS and coupons to build awareness and drive trial purchase.

ORDER TODAY AND OFFER YOUR CUSTOMERS A FLAVORFULNEW WAY TO ENJOY A SCREWDRIVER

SMIRNOFF® Signature ScrewdriverBottle UPC

SMIRNOFF® Signature Screwdriver6-Pack Carrier UPC

SMIRNOFF® Signature ScrewdriverShipper UPC

PLEASE DRINK RESPONSIBLYSMIRNOFF Premium Malt Mixed Drinks Flavored Malt Beverage. ©2011 The Smirnoff Co., Norwalk. CT

Support Materials:Case Card, Case Tucker, Cooler Door Decal, Shelf Strip, Shelf Talker, Standee, Base Wrap, Pennant String, Inflatable Hanging Bottle, Floor Decal (English), Mass Display, 6 Case Wire Rack, Case Stacker

Screwdriver TV SpotBuild Awareness

Point-of-SaleConvert at Retail

CONSISTENTMESSAGING