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High End continues to grow
14.7 16.0
17.2 17.7 19.3
2009 2010 2011 2012 2013 YTD
Volume Share Of Beer Category
Source: IRI Total US MULC, Annual totals and YTD through 10/13/2013
Recent High End growth driven by large brewers
26%
51% 58%
81%
2010 2011 2012 2013
Top 5 High-End Brewers*
Contributions to % of High End Growth
*ABI, Miller Coors, Boston Beer, Crown, Heineken
Source: IRI Toal US MULC, YTD through 10/13/2013
15+ High End brand families in ABI portfolio
ABI High-End
1. High-End continues to grow, driven by bigger brands and
brewers
2. ABI has strong High-End portfolio - led by three priority brand
families - Stella Artois, Shock Top and Goose Island
3. ABI is increasing investment in High-End
15+ High End brand families in ABI portfolio
ABI High-End
1. High-End continues to grow, driven by bigger brands and
brewers
2. ABI has strong High-End portfolio - led by three priority brand
families - Stella Artois, Shock Top and Goose Island
3. ABI is increasing investment in High-End
ABI: High-End priority brands
3. Goose Island 2. Shock Top 1. Stella Artois
World’s most sophisticated (import)
beer Accessible Craft Discovery Craft
64.9%
43.3% 43.2% 41.9%
SOURCE: BPT Global Imagery, Aug. 2013
Stella Artois: Most sophisticated
beer brand in the world
% consumers who think the brand is sophisticated
Heineken Peroni Samuel
Adams
2007 2008 2009 2010 2011 2012 2013
Stella Artois continues to rise …
Volume
CAGR
+18%
100
133 135 138 138 140
150 Price to consumer: Index to Core* (off-premise)
Stella Artois: Growth achieved at significant price
premium to other imports and crafts
IRI Total US Food YTD to 10/13/13. *Core = Budweiser/Bud Light/Coors Light/Miller Light
Chalice Holiday Belgium
For Stella Artois, sophistication is driven by 3 factors
Belgium Chalice Holiday
For Stella Artois, sophistication is driven by 3 factors
Belgium Chalice Holiday
For Stella Artois, sophistication is driven by 3 factors
1864 1863 1759 1991 1366 1871
Stella Artois has a brewing
tradition like no other
Belgium Chalice Holiday
For Stella Artois, sophistication is driven by 3 factors
Originally
Brewed
for the
Holidays
22
of
Stella Artois Cidre
volume comes from
outside beer/cider
Source: Industry Shopper Loyalty and Switching Data
Beer,
29%
Wine,
37%
Hard
Liquor,
29%
Cider,
5%
66%
ABI: High-End priority brands
3. Goose Island 2. Shock Top 1. Stella Artois
World’s most sophisticated (import)
beer Accessible Craft Discovery Craft
ADVERTISING & IMAGE
DRIVEN
PRICE-SENSITIVE
YOUNGER Two types of craft consumers
ADVERTISING & IMAGE
DRIVEN
PRICE-SENSITIVE
YOUNGER ADULTS
BREWER STORY
BOLDER BEER STYLES
MORE DISCERNING
60% Craft volume
Two types of craft consumers
ADVERTISING & IMAGE
DRIVEN
PRICE-SENSITIVE
YOUNGER Two types of craft consumers
60% Craft volume
Two types of craft consumers
Source: Internal ABI STRs + industry estimates based on IRI and other public sources
CHOC TOP: MIX ‘EM UP!
Source: Internal Shipment Estimates (Shock Top Belgian White vs. Blue Moon Belgian White)
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18
Blue Moon
Shock Top
Brand Volume by Year Since Launch
ABI: High-End priority brands
3. Goose Island 2. Shock Top 1. Stella Artois
World’s most sophisticated (import)
beer Accessible Craft Discovery Craft
Goose Island: Launched in 1988, joined the
ABI family in 2011. A Chicago institution
Goose Island: 3 core product lines
312 Classics Vintage
Goose Island: 3 core product lines
312 Classics Vintage
Goose Island: Obsession with beer
quality & excellence
Goose Island: 3 core product lines
312 Classics Vintage
Goose Island is growing faster than all
major craft competitors
+8%
+10%
+12%
+15%
+32%
New Belgium
Blue Moon
Sam Adams
Shock Top
Leinenkugel
Goose Island
Source: IRI Total US MULC, Volume Sales % Chg vs. YA, YTD Oct 13, 2013
2013 Volume Increase YTD
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