Via 2013 national accounts v4

CONFIDENTIAL

Vision Crafting The Spirits That Stir The World

Mission To Become The World’s Fastest Growing Spirits Company

Financial Objectives Exceed National Account Plan Numbers: Off Premise Appox - 7% Depletions; 10% NSV & 12% DGP (Ex Innovation) On Premise 4.5% Depletions; 6.2% NSV & 8.1% DGP (Ex Innovation)

Winning Competitive Edge: The Spirit Of Beam: Entrepreneurs…Creating Innovative Solutions…Beating The Competition, Together - Beam NAM’S understand the importance & complexity of driving sustainable results within our Platinum, Gold and Silver acct universe. All NAM’s are Gold Spirits Trainer Certified!

Priority No. 1: Become 2nd Largest supplier in dollars (12 Month Rolling) – Grow our Value share faster then our Volume share TTL NA Accounts (12/31/13)

CREATE FAMOUS BRANDS

Priority 2:Use shopper insights to out execute competition and secure Customer Centric programs that drive industry leading growth on our Power and Rising Stars Brands

Priority 3: Nail Pinnacle – make it big in NAHQ off and on-premise (440K Off / 75K On)

Priority 4:Create Growth through securing Innovation & Expanded Category leadership in Bourbon & Tequila (SG Vodka & Wine)

BUILD WINNING MARKETS

Priority 5:Create Universal Vistaar pricing tool for On & Off Premise National Accounts / Better understand, manage and reconcile funding streams from NAHQ Accounts

Priority 6:Exemplify industry leadership with all National Accounts – Be viewed as trusted unbiased supplier

Priority 7:Accelerate Share Growth In Platinum, Gold & Silver Accounts – Drive Value – Protect Pricing integrity

FUEL OUR GROWTH

Priority 8:Align Our Organizations objectives to our customers timelines (TTB Approvals / Innovation)

Priority 9:Work seamlessly with Local Sales / Marketing & Activation Center (Strengthen Feedback Loop & Increase Communication)

Priority 10:Build zero based budgets & Cat +1 Plan builds for 2014 – Platinum / Gold & Silver Accounts – Refine On Premise National Acct lists (Implement Exposure – Trial & Adoption model)

2013 Beam Global Vision Into Action – National Accounts

BHAG: Make the NAHQ team both a clear source of talent for the company and a sought after career progression experience within Beam. Success in 2013 would be 2 NAMS being recruited to other Beam organizations and 75% of NAHQ job openings being filled internally

Top 5 Goals1. DGP growth above 10% with Skinnygirl, Sauza Family, Jim Beam Family, Maker’s Mark and Pinnacle being

the 5 fastest growing brand families– Acute focus on Sauza/Cinco partnership success and overall development/expansion of relationship

with Corona (Expand to 4th of July & Holiday – Attain 100% participation of NAHQ Accts)

2. Integrate NAHQ into state planning and pricing processes (IL, FL, CA, AZ, IN); have 4 QBRs with all DVPs, state managers, and KAMs attending

3. Create clear compensation links between Local Field Sales/NAHQ & SWS Local Field Sales/NAHQ. (California/Arizona/Illinois/Florida). Train & Develop all NAM’s/Kam’s on Vistaar (BR3) & the New IRI Pricing tool

4. Be seen as best-in-class supplier to our NAHQ customers as evidenced by being the highest scoring supplier on question 1 of the CM profit group survey– Acute Focus: Win at Walmart with our new structure as evidenced by 25% growth in 2013 and at

least 4 regional activations, listings or other “wins” that would not have happened without Execution Managers

5. Re-establish our hiring procedure in 2013 – build process of standardized background questions, behavioral questions, exercises and interview settings to ensure we find the right cultural fit to our organization.

NAHQ BHAG & Top 5 Goals: 2013

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January February March April May June July August September October November December

Marketing / AC

CBT - Q1 Review

Brand Activation Planning

Leadership Meeting - Chicago

CBT - H1 review projected 2013 finish

Distributor Meetings

RNDC Planning - 1/22/13

Leadership Meetings

IN reviewLeadership Meetings

SWS Planning

Budget

Bottom Up Planning

Initial Budget Ask

SWS innovation Ask

Budget Update

Industry Conference

DISCUS - Military

Military Exchange

DISCUS - Military

Distillery Trips

Safeway - TTT / Military TTT

Kroger - TTT SV TTT Target - TTT

Team Travel: Company Meetings

IRI: Jan 7-8PTW: Jan 14-17

CA/ WD: Jan 23-24 QBR Review Deerfield

2014 AC / brand planning

QBR - Na-HQ Off

Leadership Meeting - Chicago

National Sales Meeting

CBT - H1 review projected 2013 finish

SWS Planning

Team Meeting

QBR / Division Meetings

NA-HQ CA Division Meeting

NA-HQ WD Division Meeting


QBR - NA-HQ Off


QBR - NA-HQ Off

Monthly Deliverable

Nielsen Summit, MTCF, HUB, GM, NAM Calls, CA Planner












New Items

Walmart, Sam's

Fall Pull review:SV,Miejer,Safeway, Kroger, HyVee

Fall Pull review: WAGS

2014 Innovation planner / IFT

SV,CVS, Safeway, Wags

Target, Meijer, Hyvee

Military, Kroger, TWM

Sam's

Important Account Events

Safeway - TTTKroger - TTTWAGs CharitySV Charity Walmart / Sam's YBM

SV TTTD&S National Sales Meeting

CVS LMM Meeting

SV - Chicago Charity

CVS Clam-bakeSV - Boise Charity

Safeway Gala

20132014

Q4 - Update 10/15, Close 12/1 (BI and OP Ex)

Account and Brand Lock in BI

Overlap preperationTeam Travel

Q1 - Update 2/15, Close 3/15 (BI and OP Ex) Q2 - Update 5/15, Close 6/15 (BI and OP Ex) Q3 - Update 8/15, Close 9/15 (BI and OP Ex)

2013 National Account OFF-PREMISE Planning Calendar

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BHAG & Top 5 Goals: 2013

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Via 2013 national accounts v4

Documents

nahq accounts priority

growth priority

nahq team

hq qbr na

gold accounts

bourbon priority

nahq customers

nahq bhag