Last Updated 12.14.11

1. ROLLOUT PRESENTATION Last Updated 12.14.11

2. Opportunity • Brand Concept • Target Consumer & Occasion • Packaging • Research Findings • Marketing Plan • Timeline • Q&A

3. Why Bud Light Platinum? Consumer Demand • Bud Light Platinum has the opportunity to deliver on the experiential consumer mega trend by delivering a distinctively smooth light beer in a sleek & unique cobalt blue bottle Consumers are seeking experiential brands that are tied to positive past experiences yet are also in-tune with where they are now Consumers are choosing authentic, yet savvy, unique and image-driven beer brands in “Party Time” occasions Fit with Occasion Product Fit Cobalt-blue bottle, unpretentious style, unique 6.0%ABV light beer with a savvy and clever brand voice Broaden the reach of the Bud Light brand with Trendseeker and Aspirer consumers in higher-end “Party Time” & “Proving Myself” occasions Brand Building There is an opportunity for Bud Light Platinum to capture “Party Time” volume where image, connection, taste and ABV play a large role Opportunity

4. What is Bud Light Platinum?

5. Who Are “Our People”? 21-34 year old Trendseeksers & Aspirers who are “Inbetweens” in age & in mindset “I'm 26, and I feel like I'm still in beta.” Ask Redditt “I feel like I’m stuck between floors in an elevator, trapped in this limbo between being an adolescent and being an adult. I still want to have fun, but I’m supposed to be a ‘grown-up.’” Sales associate, 25, separated, Ohio “Being a twenty something is a time when everything in life is uncertain. I feel like the rug is constantly being pulled out from under me.” Executive administrator, 24, single, Minnesota “A twenty something is someone who is constantly evaluating and analyzing his or her life and continually coming up with the answer ‘I don’t know.’” Product manager, 26, recovering from a breakup, California Our in-betweens are actively pursuing experiences & exposure, and we will help them celebrate their trials and accomplishments LDA Adulthood

6. Target Consumers

7. What is “Our Moment”? Up-tempo Moments for “Our People” that are: • Unapologetic • Confident • Playful • Indulgent • Savvy • Enlightened • Surprising

8. Positioning Bud Light Platinum creates a brand new category of premium light beer – one that delivers bold, smooth and effortlessly sophisticated products with light beer’s signature fun, social personality. Premium Light Beer Spirits & High end Beer Approachable & Fun Pretentious & Aloof Refreshing Extreme flavor Casual occasions High end occasions Co-ed with Male skew Co-ed Stylish &Savvy Yet Approachable & Social

9. Packaging Bud Light Platinum’s packaging communicates all the key Bud Light attributes whileover-performing in key measures like “innovative” and “worth paying more for” Attributes highlighted in yellow are ones where Bud Light Platinum packaging outperformed Bud Light parent packaging with a statistical confidence level of 90%

10. FPO - Packaging Not Yet Finalized Planned 2012 Packaging Evolution Bud Light Platinum’s launch will focus on its iconic cobalt blue bottle. 12 packs and 24 packs of 8oz cans will launch May 2012 to support summer selling. 12 oz. 6-pack 12-pack 12 oz. 6-pack 12-pack 8 oz. 12-pack 24-pack

11. Fit With & Impact on Bud Light Bud Light Platinum was perceived by consumers as a logical line extension from Bud Light, and it generally improved their perception of the Bud Light brand • DOES PLATINUM FIT AS A BUD LIGHT LINE EXTENSION? • Consumers interested in the concept viewed it as appropriate for Bud Light to make Bud Light Platinum • 89% reported it was “very appropriate” or “somewhat appropriate” for Bud Light to make Bud Light Platinum • 9% were neutral; 1% reported they felt it was inappropriate • Even those not interested still understood the appropriateness of the Bud Light connection • Only 11% reported they felt it was inappropriate for Bud Light to make Bud Light Platinum • EFFECT ON BUD LIGHT • For consumers interested in the concept of Bud Light Platinum, the product improves their perception of the Bud Light brand • 85% reported it gave them a “much better” or “somewhat better” perception of the Bud Light brand • 14% reported it did not affect their perception; 1% reported it gave them a worse impression • Even for those not interested, their perception of the Bud Light brand was not negatively affected • 91% of those who weren’t interested in the idea still said it either gave them a better perception or didn’t change their perception of the brand Source: Internal Market Research; September 2011

12. Key Research Findings • Bud Light Platinum benefits from: • The authenticity and social nature of “Bud Light” • The iconic cobalt blue bottle & stylish packaging • A surprisingly smooth & drinkable taste profile • Bud Light Platinum can “own” the celebration of where “our people” are right now in their lives by delivering a distinctive-tasting beer with sleek, trendy packaging that is still drinkable, social and unpretentious • Bud Light Platinum has the potential to cast a positive halo on the Bud Light family by increasing the mega brand’s share in higher end occasions A key driver for our target consumer is delivering a brand that inspires them and celebrates where they are in their life right now without being pretentious

13. 360 Marketing Plan • Media / Digital • Marketing Support equal to Bud Light Lime launch • Heavy national media to build awareness and drive trial • Focus on digital to reach trendsetter and aspirer targets • Retail Programs • Retail programs to support trial, displays & ad features • POS/PPG • Full line of merchandising and branded products to support sampling, distribution, displays and promotion • National sampling program • Support trial of Bud Light Platinum • Public Relations • Full Public Relations push to reinforce “Make It Platinum” message

14. “Make It Platinum” communicates our rally cry that also serves as an active bar call. Creative Message • The cobalt blue bottle is the star of our creative • National TV • Product-focused intro spots • Lifestyle-focused follow-on • Outdoor/Signmaking • Primary Message: “Make It Platinum” • Digital / Social Media • Primary Message: “Make It Platinum”

15. Reach the 21-34 year old trendseeker and aspirer targets in relevant, meaningful ways 2012 Media Plan Sports Ent Cable Print Digital OOH

16. Use Digital/Social Media to tie all of our marketing together

17. How do you introduce a “Whole New Category of Light Beer” to 110 million consumers in just 30 seconds? Media Splash Bud Light Platinum will run a 30-second spot in the Super Bowl on 2/5/12! Note: 110MM consumers represents adult viewers who are age 21+

18. Pricing Strategy • Recommended FL price parity with Bud Light Lime • Off- and on-premise pricing at parity with existing Bud Light Lime • Recommend matching Bud Light Lime & Michelob ULTRA promo calendars to create a price bucket • Research supports pricing parity with Bud Light Lime • Consumers expected Bud Light Platinum to be priced with other specialty domestic premium light beers

19. Recommended Shelf Placement Primary Target Supermarket / Package Liquor C-store Traffic Flow • Recommendation • Primary Target: Within premium light segment next to Bud Light Lime • Target 6-pack in C-Store and 6 and 12-pack in Supermarket/Package Liquor • Rationale • Promote brand family • Matching price points & promotional schedule

20. Wholesaler CPC for 2012: $1.50 CPC Requirements CPC Priorities • Retail Merchandising: 50% • Retail Presence to Drive Awareness & Trial • Branded Events: 30% • Drive Brand Image • Awareness / Trial • Sampling : 20% • Trial Merchandising 50% Sampling 20%

21. Merch 50% of CPC POS / PPG Lamp Window Cling Cooler Mirror iPhone Case Acrylic Lighted Sign Neon Sign Promo Tank Metal Sign Chair Hat

22. Merch 50% of CPC Retail Merchandising

23. Distribution Targets • Off-premise: • PRIORITY TARGETS within B/U Accts: 100% chain grocery distribution & holding distribution in 80% of target accounts for 6 months • Target accounts posted by market on abmarketing.com • Identify at the market level what benchmarks make sense • On-premise: • PRIORITY TARGETS within B/U Accts: Holding distribution in 80% of target accounts for 6 months • Specific focus on the following account types: • High End Clubs and Bars • Upscale Restaurants • Target accounts to post on abmarketing.com week of 1/30 • Utilize sampling opportunity to help seed the brand

24. Wholesalers to execute 90-day sampling support plan in 100% of targeted on-premise accounts Events 30% of CPC Sampling 20% of CPC Sampling & Branded Events Sampling will overcome the “smoothness and drinkability” doubts with High Alcohol Identify sampling opportunities - “right place /consumer”(where legal) • “Right Consumer”: Competitive Premium Light beer drinkers • Utilize tools to conduct sampling events • Cups, t-shirts, Sampling Models to conduct events (where legal), talking points, sampling bar wrap, take away cards • Find the right events in market to Make Platinum Events • Use half of your CPC behind the brand to sponsor Platinum Events and Sample T-Shirt, Server Button & Bottle Opener Sampling Table & Coasters

25. On Premise 90-day Support Plan Events 30% of CPC Sampling 20% of CPC High End Sampling Plan Follow support template established through National “Core Four” Program Targeted Accounts Identified by Market(where legal) • 2 promo models per event • 1 hour promotions – 3 per account • Within 1st two weeks of distribution • During second 30 days • Within third 30 days EXAMPLE Promo Models, Branded Apparel, Portable Sampling Bar

26. Timeline

27. Summary Bud Light Platinum… • Meets a consumer demand for trendy, unique experiential products that are authentic and unpretentious • Represents a brand new category of premium light beer – one that delivers bold, smooth and effortlessly sophisticated products with light beer’s signature fun, social personality • Provides an incremental purchase • Brings news to the Bud Light brand and incremental opportunity for the Bud Light mega brand in higher-end “Party Time” and “Proving Myself” occasions • Bud Light Platinum has an opportunity to deliver on the experiential consumer mega trendby delivering a distinctively smooth light beer in a sleek & unique cobalt blue bottle

28. Contact Information • Thanks for supporting the national launch of Bud Light Platinum! If you have any additional questions, please feel free to contact…