Last Updated 12.18.12

© (Year) Anheuser-Busch, Bud Light Lime® Straw-Ber-Rita Flavored Malt Beverage (Flavored Ale In OR & TX), St. Louis, MOLast Updated

12.18.12

ROLLOUT PRESENTATION

Note: The alcohol beverage laws of the various states vary with regard to the sampling and promotion of beer. Please be guided accordingly. © 2012 Anheuser-Busch, Bud Light Lime® Straw-Ber-Rita Flavored Malt Beverage (Flavored Ale In OR & TX), St. Louis, MO

Bud Light Lime Straw-Ber-RitaContents• What is Bud Light Lime Straw-Ber-Rita ?• Who is Target Consumer in What Occasions?• Why Launch Bud Light Lime Straw-Ber-Rita ?

– Fit with Bud Light Lime– Success of Bud Light Lime Lime-A-Rita– Potential of Strawberry Margarita– Bud Light Lime Lime-A-Rita Growing the Category– Winning Product Proposition

• 360 Marketing Plan• Messaging and Media• Shelf Placement and Pricing• Display Activation / Retail Support• Packaging and UPCs• Wholesaler Investment / CPC Guidelines• National Launch Timeline• Contacts


Consumer Insight:

“I enjoy both cocktails and beer, but sometimes cocktails can be too sweet and beer can be too filling . It would be great to get the best of both worlds in one convenient package.”

Product Profile: A ready-to-drink, 8% ABV strawberry margarita flavored alcohol beverage with a twist of Bud Light Lime, best enjoyed over ice(6%ABV version also available)

Point of Difference:

Bud Light Lime Straw-Ber-Rita brings together a mix of two favorites – great strawberry margarita taste with the refreshment of Bud Light Lime – to create something original and incredibly drinkable

Consumer Target:

21-34 year old co-ed Trendseeker and Aspirer consumers

Need State: Perfect for consuming in Party Time, Outdoor Refreshment and Hanging Out occasions when consumers are seeking a refreshing change of pace

What is Bud Light Lime Straw-Ber-Rita?


Who is Target Consumer in What Occasions?Trendseekers Aspirers

Quick Snapshot:

Male/Female, Grey Collar, 28-34Successful & trendy individuals with active social lives who are concerned with the image they portray to their peers.

Male/Female, Blue Collar, 21-34Aspirers ( > ½ of which are Latino) seek a better life for themselves and their families, like to party and are concerned with the image they portray to their peers.

Beer Preference:

Seek sweeter tasting beverages, and likely to explore a wider variety of beer styles and balance beer consumption with both wine and spirits.

Prefer sweeter tasting drinks. These drinkers find the taste of regular, mainstream beers and some imports to be too bitter or strong.

Primary Occasion Fit:

• Party Time: High energy get together with friends either at a local bar or at home. It’s all about getting into and staying in the party mood.

• Outdoor Refreshment: Casual party/get together that generally occurs in the afternoon on weekends (e.g. BBQ/Carne Asade). It’s all about sharing good times with friends or family.

• Hanging Out : Laid-back get together generally occurring in the evenings. It’s all about socializing with larger group of friends or family.


Fit with Bud Light LimeThe addition of Bud Light Lime is a primary driver for the concept. Over 90% of consumer surveyed indicate Lime-A-Rita and Straw-Ber-Rita have a neutral to

positive impact on the Bud Light and Bud Light Lime brands

Impact on Bud Light

brand

Impact on Bud Light

Lime brand

0% 20% 40% 60% 80% 100%

7

6

39

37

54

57

Much / a little more negative No impactMuch / a little more positive

% total impact

Source: Internal liquid sip research, September 2012

94%

93%

Bud Light Lime Cocktails I enjoy both cocktails and beer but sometimescocktails can be too sweet" and beer can be too filling. It would be great to getthe best of both worlds in one convenient package. Introducing Bud

Light Lime Cocktails a line of ready-to-drink 8% alcoholbeverages that combine a twist of Bud Light Limewith your favorite cocktails. Bud Light Lime Cocktails bring together a mix oftwo favorites - great cocktail taste with the easy-drinking refreshment of BudLight Lime - to create something original and incredibly drinkable. Try it straight out of the fridge, cold from your cooler or in aglass over ice.

Larger font: Stronger Driver of Purchase Intent Red: More [Dislikes+Confusing] than Likes (Likes-[Dislikes+Confusing] < 0)Black: Positive but lower than average Likes-[Dislikes+Confusing] Green: Higher than average Likes-[Dislikes+Confusing]

Base: Concept Viewed N = 530

Concept Drivers


Bud Light Lime Lime-A-Rita was the #2 top new brand in 2012 behind only Bud Light Platinum and quickly rose to the top of FMB, reshaping the entire category

Success of Bud Light Lime Lime-A-Rita

Rank *2012 Top New Beer Brands1 Bud Light Platinum2 Bud Light Lime Lime A Rita3 Deschutes Chainbreaker White IPA4 Mikes Hard Strawberry Margarita5 Michelob Ultra Light Cider6 New Belgium Shift Pale Lager

7 Mikes Hard On Rocks Long Island Tea

8 Mikes Hard On The Rocks Hurricane

9 Seagram’s Escapes Raspberry Lemonade

10 Shiner Wild Hare Pale Ale

*Source: SymphonyIRI Top New Items in TUS Grocery

Rank **FMB Category Leaders Beer Share (%)

1 Bud Light Lime Lime A Rita 0.42 Smirnoff Ice 0.23 Twisted Tea Hard Iced Tea 0.24 Mike’s Hard Lemonade 0.25 Mike’s Hard Variety Pack 0.16 Mike’s Harder Lemonade 0.1

7 Mike’s Hard Black Cherry Lemonade 0.1

8 Mike’s Harder Cranberry Lemonade 0.1

9 Mike’s Hard Seasonal 0.110 Smirnoff Ice Green Apple Bite 0.1

**Source: SymphonyIRI Total US MULC 4.15.12 – 11.25.12

Bud Light Lime Lime-A-Rita took over the top spot in the FMB category in just 4 short months and is now twice as big

as its nearest competitor!

Bud Light Lime Lime-A-Rita sales nearly tripled the rest

of the Top 10!


1 20.0%

10.0%

20.0%

Number of items in the line

Reac

h Po

tenti

al %

Potential of Strawberry Margarita•Strawberry margarita has stronger appeal and purchase intent than classic lime margarita

•Carrying both Bud Light Lime Straw-Ber-Rita and Bud Light Lime Lime-A-Rita would reach twice as many alcohol drinkers beyond carrying Lime-A-Rita alone

Source: Flavor Line Optimization Test, n=530, June 2012; Reach potential among past 4 week alcohol drinkers age 21-55, assuming 100% awareness and distribution

0.00

0.20

0.40

0.60

0.80

1.00 1.10 1.20 1.30 1.40 1.50Purchase Frequency (times per month)

Rea

ch%

of C

onsu

mer

s R

each

ed

Bud Light Lime Lime-A-Rita

Bud Light Lime Straw-Ber-Rita

Reach and Frequency of potential Bud Light Lime Cocktails

Double the reach

Potential Reach of Bud Light Lime Straw-Ber-Rita


4 WE 01-31-10

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$0

$5,000

$10,000

$15,000

$20,000

$25,000

$30,000

Lime Flavored Strawberry Flavored

Dolla

r Sal

es ($

M)

Potential of Strawberry MargaritaBud Light Lime Lime-A-Rita significantly drove sales in the lime flavored alcohol beverage segment . Bud Light Lime Straw-Ber-

Rita is expected to have a similar impact to the strawberry flavored alcohol beverage segment.

Source: SymphonyIRI

Bud Light Lime Lime-A-Rita Introduced


47.4%

6.2%

46.4%

Bringing in New Drinkers

Brand SwitchingRepeat BuyersNew Category Buyers

25%

56%

19%

Trading Drinkers Up

Traded Down Traded Up Traded Across

Growing the CategoryBud Light Lime Lime-A-Rita is growing the beer category by both

bringing new drinkers into the category and trading current drinkers up from lower priced segments

Source: Consumer Loyalty Data National Retailer

New Category Buyers


Winning Product Proposition

Source: Internal liquid sip research, October 2012.

Bud Light Lime Straw-Ber-Rita vs. Leading competitive RTD strawberry margarita

Without Ice Overall Opinion -Mean

BLL Straw-Ber-Rita Above (5.75 vs. 4.79)

Fit to Concept BLL Straw-Ber-Rita Above (5.64 vs. 4.80)

With Ice Overall Opinion -Mean

BLL Straw-Ber-Rita at Parity (5.70 vs. 5.24)

Fit to Concept BLL Straw-Ber-Rita Above (5.54 vs. 5.05)

Bud Light Lime Straw-Ber-Rita significantly outperformed a leading RTD strawberry margarita in two separate liquid sip tests


Winning Product PropositionBud Light Lime Lime-A-Rita and Straw-Ber-Rita are seen as

significantly more refreshing, social and innovative than a leading competitor

Bud Light Lime Line(A)

Competitor Line (B)

Brand Perceptions (% selecting)Are very refreshing 49(B) 35Would taste great 39 32Brand Perceptions (Top Box)

Are social and outgoing 53 (B) 39Are good for partying 54 (B) 41Are innovative 37 (B) 24Package Attributes (% selecting)Fun 49(B) 34Attractive 57(B) 34Vibrant 47(B) 27Exciting 39(B) 19

Source: Internal shelf test, August 2012; A, B indicate significance at 90% level


Summary: Why Bud Light Lime Straw-Ber-Rita ?

Fit with Bud Light Lime:

• The addition of Bud Light Lime is a primary driver for the concept. • Over 90% of consumers surveyed indicate that Lime-A-Rita and

Straw-Ber-Rita have a neutral to positive impact on the Bud Light and Bud Light Lime brands

Success of Bud Light Lime Lime-A-Rita:

• In 2012, Bud Light Lime Lime-A-Rita was the 2nd fastest growing beer brand in the industry

• In just four months, Bud Light Lime Lime-A-Rita became the #1 brand in FMB and reshaped the category

Potential of Strawberry Margarita:

• Strawberry margarita has stronger appeal and purchase intent than classic lime margarita

• Carrying both Bud Light Lime Straw-Ber-Rita and Bud Light Lime Lime-A-Rita would reach twice as many alcohol drinkers beyond carrying Lime-A-Rita alone

• Bud Light Lime Lime-A-Rita significantly drove sales in the lime flavored alcohol beverage segment. Bud Light Lime Straw-Ber-Rita is expected to have a similar impact to the strawberry flavored alcohol beverage segment.

Growing the Category:

• Bud Light Lime Lime-A-Rita is growing the beer category by both bringing new drinkers into the category and trading current drinkers up from lower priced segments

Winning product proposition:

• Bud Light Lime Straw-Ber-Rita significantly outperformed a leading RTD margarita in sip tests

• Bud Light Lime Lime-A-Rita and Straw-Ber-Rita are seen as significantly more refreshing, social and innovative than a leading competitor


360 Marketing PlanMedia / Digital– National TV, OOH and Print

beginning around Cinco to build awareness and drive trial

– Strong digital focus to reach trendsetter and aspirer targets where they consume media

Retail Programs– Retail programs to support

sampling, displays & ad features – Specially designed racks and

bins to encourage trialPOS– Full line of retail merchandising

elements to support account distribution and displays

Sampling Focused Events / PR

– Activate events designed to reach targeted consumer starting with Spring Break and Cinco de Mayo and continue sampling throughout the year

On Premise

Media

Cross Merchandise

Packaging

PR

Digital& Social

Experiential

Off Premise


Messaging and Media

Sports Cable Entertainment Digital

Search, Social Discovery, and SeedingAwareness

Phase 1: Tease/Build Anticipation with digital/social campaign and sampling in key vacation destination markets

Phase 2: National launch with Cinco de Mayo Build-upPhase 3: Sustain with strong summer levels and diverse mix


Shelf Placement and Pricing Strategy

Shelf Recommendation• Merchandise within the FMB / Specialty Segment

to encourage trial among both FMB and non-beer consumers

• Target 12pk 8oz. can in Grocery, Mass and On-Premise

• Target 24oz. or 16oz. can AND 8oz. can as singles in C-Store & Package Liquor

Supermarket C-storeSupermarket C-storePrimary Target

Traffic Flow

JJB Notes: Updated C-Store

Pricing Recommendation• Off-Premise:

• 12pk 8oz. can at parity with BLL Lime-A-Rita and 12pk 12oz. Bud Light Lime

• 24oz. and 16oz. can at parity with BLL Lime-A-Rita and competitive FMB set

• On-Premise: Pricing at parity with mixed drinks (can or bottle)


Display Activation

Large Format

Small Format

Bud Light Lime Lime-A-Rita drives increased sales when on display. Utilize available POCM tools and display either as 12 packs or as singles. Display

Lime-A-Rita and Straw-Ber-Rita together and gain incremental floor space by flanking Bud Light Lime and Bud Light Mega displays.

Lime-A-Rita

Strawberry Flavored

FMB

Other Lime Flavored

Premium Light

Premium Plus

62.1%

42.6%

42.2%

40.8%

33.4%

31.5%

Incremental % Lift on Display

Source: SymphonyIRI MULC Total US 4.12 – 10.12

12pk Display

Singles Display


Retail Support: POCM Elements

Co Branded 12pk Bin Display

Serpentine 8oz Singles Rack

Cooler Sticker (Available in 6% and 8%)

Glamour Banner

Stringer Pennants

Table Tent

Dangler – (Image is FPO)(Available in 6% and 8%)

Coaster

Wrapped Bucket

Metal Sign

Single Serve Ice Cooler

(Image is FPO)

Single Serve Bin Display

(Image is FPO)


Packaging Mix for 2013Available April 1, 2013

Available Summer 2013

Packaging

12 pack 8oz sleek cans

6 pack 8oz glass bottle

24oz cans 16oz cans


UPC Sheet


Wholesaler CPC for 2013: $0.75

CPC Recommendations

CPC Priorities:1.Retail Merchandising: 40%

– Utilize available POCM and sign making tools to drive awareness and trial at retail

2.Sampling : 40%– Educate consumers on this

innovative product through on and off-premise sampling

– Reinforce the pour over ice ritual

3.Branded Events: 20%– Inclusion with Bud Light Lime

and Bud Light Lime Lime-A-Rita events to drive awareness and offer sampling opportunities

Merchandising40%

Sampling40%

Brand Events20%


National Launch Timeline

Week of or Date

Limited Order Window POCM Opens – 12/17/12Closes – 12/31/13

Sell in materials available 12/17/12Samples ship 2/4/13Wholesaler Forecasting Begins 2/4/13POCM ships to wholesalers 3/4/13National STRs 4/1/13


Who do I contact with questions?

Name/Title Email Address Office Phone

Joe ButticeBrand Manager, Bud Light Lime Brands

[email protected]

314-765-7521

Colleen Powers LucasInnovation Manager,Bud Light Mega Brands

[email protected]

314-577-1847

Thank you for supporting the national launch of Bud Light Lime Straw-Ber-Rita ! If you have any additional questions, please feel free to contact…

Last Updated 12.18.12

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