2. SCOTT WILSON Director of Public Affairs Molson Coors Annual Brewing Conference 2011

3. ‘It’s Time for Beer!’ SCOTT WILSON Director of Communications and Public Affairs MOLSON COORS (UK & Ireland)

4. Them and Us…

5. It’s time to unite for aBEER REVOLUTION

6. % Alcohol consumed by type The British love affair with beer is in serious jeopardy Social & economic change over 40 years have seen beer’s share of drinks reduce by almost 40% • 2005 to 2010 decline (-18%) • 10 years of Reverence withered on the hop vine • 2008 to 2015 duty +50% Source: ONS / BBPA Stats Handbook 2009, next update due Q3 2010

7. Appreciation = Value. The retail price of beer in the off-trade is at the same level now as it was in the mid 1990s…… By 2018, 70% of trade will be take home UK On & Off Trade Beer Pricing - Price per Pint (pence) Source: ONS 2009, next update due Q1 2011

8. HARD FACTS

9. It’s time to unite for aBEER REVOLUTION

10. Oh, for a cup of coffee…

11. In Spain and the Americas, beer is truly celebrated for its choice and unisex appeal…

12. Contrasting with the UK experience, the Spanish brewers have seen beer production grow by about 30% in the past decade…. Source: cerveceros de espana

13. Spanish brewing is stimulated by a tax regime which is ten times less crippling that the duty on beer in Britain • Since 2008, UK beer duty has increased by 26%. • The current rate of inflation could lead to a 7.1% increase in duty 35% in three years. • We are responsible for almost 1 million jobs and, with reduced duty, capable of generating thousands more, especially in towns and villages where alternative local employment is scarce.  • Ask your MPs to show their support for local beer and pubs by signing EDM 1475 • The Pride in Beer film is a great example of Celebration

14. It’s time to unite for aBEER REVOLUTION

15. Why does craft beer need innovation? HARD FACTS

16. Are the widget and Caffrey’s the last examples of great beer innovation in the UK?

17. At least every 2 decades, you can rely on the music world to produce a startling innovation…. Where are beer’s iconic, game-changing innovations? CASSETTES 1962 HI FIDELITY 1927 CDs popularised 1982 THE SONY WALKMAN 1980 THE I-POD 2000 45 RPM ‘SINGLES’ 1949 GRAMOPHONE 1880

18. Should we be surprised that Britain’s drinkers are neither surprised nor delighted by modern day beer packaging?

19. A category which claims to own sociability, yet appeals to only half of the population, needs to rethink…. Male dominated Too gassy Too many calories Too bitter Attracting women into the beer category is not an overnight proposition

20. Britain’s craft brewers have the opportunity to pioneer the Beer Revolution! Louis Pasteur

21. It’s time to unite for aBEER REVOLUTION

22. If we are to improve Britain’s relationship with drink, we need a clear responsibility framework that builds a culture of respect for alcohol

23. One of life’s simple pleasures…. All of us have a key role to play in positioning beer as the drink of moderation.

24. It’s time for a beerREVOLUTION

25. SPARE

26. A global family brewer committed to building the craft beer category • Cask resurgent • 3000 more pubs stock cask vs 1 year ago • 15% of pub volume • 8.6m cask ale drinkers • Track record in craft • Worthington’s White Shield – Britain’s newest micro brewery • Blue Moon – now 2m US barrels • Tenth and Blake - Colorado Native, Batch 19 • Creemore Springs and Granville Island – Canadian craft • Sharp’s Brewery– good for the category