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NEW PRODUCT LAUNCH MALIBU COCKTAILS

NEW PRODUCT LAUNCH MALIBU COCKTAILS. February 2010. Target Consumer: Social Dynamos+. Key Demos 40/60 Male/ Female 21 – 40 YO Median Personal/HHI: $60K College Educated Heavy users of all media types Ethnically Diverse. Values Life is about enjoying yourself Like to try new products

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NEW PRODUCT LAUNCH MALIBU COCKTAILS

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  1. NEW PRODUCT LAUNCHMALIBU COCKTAILS February 2010

  2. Target Consumer: Social Dynamos+ • Key Demos • 40/60 Male/ Female • 21 – 40 YO • Median Personal/HHI: $60K • College Educated • Heavy users of all media types • Ethnically Diverse • Values • Life is about enjoying yourself • Like to try new products • Value friends and fun • They appreciate quality • Interested in what’s new and trendy Source: MRI/CCS Carat Data; PRUSA Consumer Segmentation

  3. Why Malibu Cocktails? • Malibu Cocktails leverages the SSOM strategy by offering consumers more convenient ways to consume Malibu during key outdoor/summer activities • Opportunity to steal share in a category that’s a perfect fit for Malibu • Diageo dominates the category; 53% share with 5 key brands – Smirnoff Cocktails, JC Authentics/Golden Margaritas, TGIF, Club Cocktails • Prepared Cocktails represents nearly $70mm in Nielsen volume sales • Why the Pouch? • Innovative new packaging for pre-mixed cocktails • Perfect for refrigerator/cooler • Ideal for on-the-go occasions • BBQ/Picnic • Boat • Beach/Pool • Camping/fishing

  4. Consumers are Excited about Malibu Cocktails in the Pouch • A natural extension of Malibu • Differentiated from other cocktails currently available Source: Malibu Pre-mixed Cocktail Research

  5. Introducing Malibu Cocktails A line of quality, pre-made Caribbean cocktails that taste just like the favorite island drinks you order when you’re on a tropical vacation. Perfect for any occasion, whether you’re having a get-together, BBQ, or simply on-the-go.Just pour over ice for a perfectly mixed cocktail every time. Available in three flavors: Caribbean Cosmo Rum Punch Tropical Mojito Tropical Seabreeze *Not shown Price: Parity to Smirnoff Cocktails $19.99 (1.75 L) 30 Proof (15% alc/vol)

  6. Launch Detail: Package Design • Innovative, unique design with shelf stand-out and premium cues New Malibu Cocktails logo. Incorporates Malibu “white” of master brand • Soft plastic pouch with leak proof dispenser nozzle Reduced environmental impact. 85% reduced carbon footprint compared to glass Quick chilling time and stays fresh once opened Refreshing graphics increase taste appeal. (non see-through plastic material) # of drinks equivalency on front of package

  7. Launch Detail: PR & Social Media • Building the Buzz • Build awareness and consumer interest through Facebook interaction • - Details TBD • Trade & Consumer Press Announcement through key media outlets • Details TBD

  8. Cocktails Product Description • Rum Punch • Blend of Malibu Coconut, pineapple, banana, passion fruit, and mango flavors • Caribbean Cosmo • Blend of Malibu Coconut, lime, orange and cranberry flavors • Tropical Mojito • Blend of Malibu Coconut, • mango, mint, and kaffir lime flavors • Tropical Seabreeze *Not shown • Malibu Coconut, Cranberry, • Pineapple and Grapefruit

  9. Malibu Cocktails: Top Five Things to Know • Malibu Cocktails is a new product line of pre-mixed cocktails from Malibu Three flavors: • Rum Punch* - lead cocktail • Caribbean Cosmo • Tropical Mojito • Malibu Cocktails offer consumers conveniencefor on-the-go occasions • Pouch format is ideal for: • BBQ/Picnic • Boat • Beach • Camping/fishing • Malibu Cocktails are only offered in the uniquely designed, environment friendly 1.75L plastic pouch. (Currently no other spirits in pouch format in market) • Malibu Cocktails (30 proof) contain Malibu Coconut along with other flavors (same proof as Smirnoff Flavors) • 100% off-premise distribution with primary focus on building presence and awareness via permanent displays

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