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On-Premise

On-Premise. Table of Contents. Crown and Network Customers Overview Sampling Kit and Premiums Sales Objective and Strategies Consumer Insights Success Stories Program Contacts FAQs Retail Customers Overview Success Stories Sell Sheet Sampling Kit and Premiums.

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On-Premise

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  1. On-Premise

  2. Table of Contents • Crown and Network Customers • Overview • Sampling Kit and Premiums • Sales Objective and Strategies • Consumer Insights • Success Stories • Program Contacts • FAQs • Retail Customers • Overview • Success Stories • Sell Sheet • Sampling Kit and Premiums

  3. Corona Familiar Background Corona Familiar is the same liquid as Corona Extra. Familiar is one of the most traditional beer packages in Mexico. The classic brown bottle is ubiquitous in all of Mexico’s territory, and for several generations this package embodies the tradition of Mexico’s beer culture. This package is the #1 sku in Mexico. The history of Corona Familiar goes back almost to the beginning of the Corona brand – Familiar was one of the first presentations in which Corona was made available to consumers. The term Familiar came from the fact that the package was created to be served in individual portions and shared with friends and family, much like a bottle of wine in Mediterranean countries. This is the Familiar “ritual”. Although sometimes Corona Familiar is used as a single-serve, in Mexican culture it is often served at the center of the table to be shared. In Mexico, Corona Familiar is affectively known as a Caguama (a large Caribbean turtle with a brown shell that resembles the color and shape of the glass; pronounced kah-’wah-mah). This term later was adopted to be referred to other large brown bottles of beer.

  4. Crown Projecting to Deplete Nearly 4-Million Cases This Year! Source: Crown Internal Data, Equiv Cases YTD Sept 2011

  5. 79% Of Familiar Sales Projected To Be Incremental to the Crown Portfolio  Majority of volume is projected to be sourced from less profitable Domestic Lights Source: 2011 Foresight ROI, Inc. Based on 5 off-premise test markets

  6. Background • Corona Familiar is the #1 SKU in Mexico & will drive Mexican authenticity through strong heritage and history • “Familiar” signifies “family” and is traditionally shared in social groups. This is the Familiar ‘ritual’. • Since launching 10 months ago in only 11 markets, Corona Familiar has already sold over 2 million cases; and is averaging over 7 cases per month, per On-Premise account! (Sept-11) • Consumer Targets • Targeted to males 21-29 who are social trend setters – they are hip but not upscale or exclusive. They would rather lead than follow. • ‘Share the Bond’ consumption opportunity will help to drive Corona awareness across more occasions. • Corona Familiar’s distinctive packaging resonates with consumers who crave authenticity and enjoy discovering new brands/packages • For Hispanic consumers, Corona Familiar attracts 1st & 2nd generation Hispanics 21-34 who have a strong cultural connection with the brand/package • On-Premise Opportunities • Drive traffic and enhance the consumer experience with vintage-style buckets and tavern glasses designed to encourage the sharing ‘ritual’ • Comparable to a 5-bottle bucket of beers (12oz. bottles) or a Pitcher of beer (60oz.), a 2-bottle bucket of Corona Familiar (64oz.) is meant to be shared and offers consumers a unique, innovative on-premise occasion • Take advantage of Corona Familiar’s high profit margins and strong consumer demand Profit Opportunity Vintage-style bucket holds 2 bottles 8oz. glassware Note: A case of Corona Familiar consist of 12 bottles.

  7. Sampling Kit and Premiums

  8. Familiar On-Premise Sampling Kits gomodelo.com Each Corona Familiar On-Premise Sampling Kit contains -5 Vintage style buckets -20 Cantina glasses $65.75 plus shippingGModelo Item #: 899CF101 *All items available where legal

  9. Attributes of Corona Familiar Bucket and Cantina Glasses? The side handle designed to make it easier to carry and allow easy access to the bottles The bucket shape is designed to hold two 32oz bottles which, is comparative to a pitcher of draft beer and can also accommodate 1-32oz bottle and several smaller bottles i.e. Coronita 7oz The wooden handle is designed to complete the vintage appearance and make it comfortable to carry Bucket height designed to keep larger bottles cold Pouring into a glass releases carbonation and helps bring the beer to life The vintage style cantina glasses and 32oz bottles promote the “ritual” of sharing The vintage style bucket is designed to represent the authenticity of the iconic package *All items available where legal

  10. Other Premium Itemsgomodelo.com Vintage Metal Tacker 24” x 18” Now available for order via 2012 perm program – estimated delivery Dec ‘11 Wooden Bottle Openers GModelo Item #: 071CE103 Cost $4.99 Add’l Cantina Glasses: 20 Per pack GModelo Item #: 031CF101 Cost $23.99 Men’s Crew Neck T-Shirts L-XL GModelo Item #: 017CF102LG, 017CF102XL Cost $12.99 Women’s V-Neck S-M GModelo Item #: 017CF101SM, 017CF101MED Cost $13.99 *All items available where legal

  11. Sales Objectives and Strategies

  12. Sales Objectives • Basic Idea: Increase Corona occasions • Utilize Corona Familiar to increase Corona awareness, perception, distribution and sales • Do not swap or reduce Corona/Light distribution or promotion • Create excitement for Familiar with tools that drive Mexican authenticity and encourage sharing • Utilize different strategies with different consumers • Use a very targeted approach in selecting General Market accounts • In Hispanic accounts, leverage the consumers familiarity with the package to develop a larger account base

  13. Positioning Strategies • In qualitative research, trial intent seemed high among Hispanics of Mexican descent who recognized the product from their country of origin • For the General Market, the retro look of its traditional bottle will help drive Corona’s Mexican authenticity and will generate interest and trial

  14. Promotional Strategies Promote using a low-key approach Buckets and glassware will bring attention to the new package and encourage the “ritual” of sharing Support authenticity through strong heritage and history messaging Target weekends and after work occasions to maximize consumption opportunities

  15. Merchandising Strategies • P.O.S. should be placed in select, targeted accounts to communicate the launch and drive brand awareness • Sell as an exciting and unique arrival • Mexican import authenticity with strong heritage and history

  16. Pricing Strategies Target pricing that is competitive with pitchers of draft beer and offer the consumer value vs. individual 12oz bottles

  17. Consumer Insights

  18. Two Different Consumers and Strategies Hispanic General Market

  19. Hispanic Target Consumer This package skews Hispanic and blue-collar… The 32-oz bottles are appealing to beer consumers who plan on short-term consumption Corona Hispanic Target Consumer: “Life Indulgers” • Demographic Profile: • Age: 21-34 • Hispanic Men and Women • Blend of 1st Generation and 2nd Generation • Blue-collar Psychographic Profile: When it comes to beer he drinks Corona because it’s refreshing and he identifies with Corona’s heritage and authenticity

  20. General Market Consumer Target: Fearless LeadersThere is a subset within Fearless Leaders who are apt to drink Familiar What They Drink DEMOGRAPHICS • Men 21-29 years old • Higher income, typically with a white collar job KEY FACTS • Drinking 11 beers per week (3.5 per occasion) • Drinking at local bars BRAND EQUITIES • Great package for a bar where it can be served at the center of the table to be shared among family & friends or as a single-serve OCCASIONS • ‘Share the Bond’ consumption occasion will help to increase Corona usage across more occasions COMPETITIVE SET • Familiar consumers drink domestics (including PBR & Yuengling) but often trade up to imports for taste and authenticity “I like to learn about the beer I drink, its history, and reflect on where it comes from. It’s all about the experience.”

  21. General Market Segmentation Targets Consumer Targets Need States Fearless Leaders -Share the Bond Neighborhood/Corner Bar Consumer Targets Need States Fearless Leaders -Unwind -Camaraderie Sports Bar Consumer Targets Need States Fearless Leaders -Uniqueness -Camaraderie Corona Extra Non-buy (Too mainstream)

  22. Success Stories

  23. Selling nearly 50cs per month, 600cs YTD Cal Café Has sold 472 cases this year Has sold 347 cases this year Has sold nearly 200 cases YTD Source: Crown internal data, equiv depletions Sept YTD 2011

  24. Sold over 300 cases this year Averaging 40 cases per month General Market account that has sold 141 cases since May, averaging 28 cases per month General Market account that has sold over 136cs YTD Source: Crown internal data, equiv depletions Sept YTD 2011

  25. San Francisco General Market Launch Has Been a Success! Key Learnings: • Launched in very select targeted accounts in “hip” areas • Main promotion was through ordering Familiar at the bar and getting the product in front of consumers. Once consumers saw the product, they were intrigued and encouraged to try it • Positioned as an exclusive offering from Corona that would encourage the target consumer to trade up and try the new product • Compare Familiar profit vs. domestic pitchers to drive interest

  26. Highly Targeted Accounts & Consumers • Hand-pick accounts that are a good fit for Familiar and its target consumers based on the following criteria: • Beer-friendly (often feature crafts, imports, specialty beers) • Knowledgeable and passionate Waitstaff / bartenders • “Bucket-friendly” (e.g. offer table service) • Frequented by Fearless Leaders who are social trend setters. Consumers are young professionals (M 21-29) who are hip but not too upscale or exclusive

  27. Program Contacts See below for Corona Familiar On-Premise Roles and Responsibilities: • On-Premise Sales Strategy: Michael Johnson (312)-873-9901 • Marketing: Brian Weiss (312)-873- 9268 • GModelo: Ryan Sester (312)-564-7310

  28. FAQs Q What other assets will be available to support distribution? A General Market graphic templates will be available in early November. Vintage Metal Tacker is now available for ordering through the 2012 perm program.  Production will begin in 2011 with estimated delivery in Dec ‘11. Q When will items i.e. kits, t-shirts, etc ship to support the program? A Premium items will ship in Nov to support December activation. Q How can I customize the 1-pg sell sheet for pricing in my market? A Double click in the profit spreadsheet and you can input numbers that reflect your market; formulas will automatically re-calculate. Q Why is the bucket designed to hold two Familiar bottles and not three? A Two bottles of Corona Familiar is comparative to a pitcher of draft beer and increases the likelihood of re-order.

  29. Good Selling!

  30. Retail Customers

  31. Corona Familiar Background Corona Familiar is the same liquid as Corona Extra. Familiar is one of the most traditional beer packages in Mexico. The classic brown bottle is ubiquitous in all of Mexico’s territory, and for several generations this package embodies the tradition of Mexico’s beer culture. This package is the #1 sku in Mexico. The history of Corona Familiar goes back almost to the beginning of the Corona brand – Familiar was one of the first presentations in which Corona was made available to consumers. The term Familiar came from the fact that the package was created to be served in individual portions and shared with friends and family, much like a bottle of wine in Mediterranean countries. This is the Familiar “ritual”. Although sometimes Corona Familiar is used as a single-serve, in Mexican culture it is often served at the center of the table to be shared. In Mexico, Corona Familiar is affectively known as a Caguama (a large Caribbean turtle with a brown shell that resembles the color and shape of the glass; pronounced kah-’wah-mah). This term later was adopted to be referred to other large brown bottles of beer.

  32. 79% Of Familiar Sales Projected To Be Incremental to the Crown Portfolio  Majority of volume is projected to be sourced from less profitable Domestic Lights Source: 2011 Foresight ROI, Inc. Based on 5 off-premise test markets

  33. Success Stories Sold over 300 cases this year Averaging 40 cases per month General Market account that has sold 141 cases since May, averaging 28 cases per month General Market account that has sold over 136cs YTD Source: Crown internal data, equiv depletions Sept YTD 2011

  34. Background • Corona Familiar is the #1 SKU in Mexico & will drive Mexican authenticity through strong heritage and history • “Familiar” signifies “family” and is traditionally shared in social groups. This is the Familiar ‘ritual’. • Since launching 10 months ago in only 11 markets, Corona Familiar has already sold over 2 million cases; and is averaging over 7 cases per month, per On-Premise account! (Sept-11) • Consumer Targets • Targeted to males 21-29 who are social trend setters – they are hip but not upscale or exclusive. They would rather lead than follow. • ‘Share the Bond’ consumption opportunity will help to drive Corona awareness across more occasions. • Corona Familiar’s distinctive packaging resonates with consumers who crave authenticity and enjoy discovering new brands/packages • For Hispanic consumers, Corona Familiar attracts 1st & 2nd generation Hispanics 21-34 who have a strong cultural connection with the brand/package • On-Premise Opportunities • Drive traffic and enhance the consumer experience with vintage-style buckets and tavern glasses designed to encourage the sharing ‘ritual’ • Comparable to a 5-bottle bucket of beers (12oz. bottles) or a Pitcher of beer (60oz.), a 2-bottle bucket of Corona Familiar (64oz.) is meant to be shared and offers consumers a unique, innovative on-premise occasion • Take advantage of Corona Familiar’s high profit margins and strong consumer demand Profit Opportunity Vintage-style bucket holds 2 bottles 8oz. glassware Note: A case of Corona Familiar consist of 12 bottles.

  35. Corona Familiar On-Premise Support Corona Familiar On-Premise Sampling Kit contains -5 Vintage style buckets -20 Cantina glasses $65.75 Retail value Vintage Metal Tacker 24” x 18” Women’s V-Neck T-Shirts S-M Men’s Crew Neck T-Shirts L-XL Retail value $13.99 Retail value $12.99 *All items available where legal

  36. Appendix

  37. Implications of Familiar Fearless Leader target • Target ‘Share the Bond’ Occasions: Familiar is a great beer for sharing and supports the beer drinking need of hanging out with close family and friends to bond. Targeted drink features (e.g. happy hour buckets) are critical to creating additional occasion usage for Corona. • Drive Local Bars: The Familiar target consumer often frequents his neighborhood tavern with his buddies, whether to catch up or watch the game. Ensure that our point-of-sale (buckets/glassware) is working hard in these locations to influence consumer purchase. *See additional information on targeted accounts • Leverage the ‘Everyone Loves a Corona’ mindset: The overall parent brand is a well-known, highly-loved brand. Few people will ever turn down a Corona! Use Familiar as a way to enhance Corona’s Mexican heritage and authenticity.

  38. Overview of Fearless Leaders segment who will drink Familiar • I am independent. I keep up with the trends but I pick and choose what I want to incorporate in my life. I guess you could also say that I am spirited and I like being independent and seen as being different from the masses. I would rather lead than follow. I like to take risks. I’m very social and there is nothing better than a night out that turns into a night to remember – a good story to add to a list of good stories. • The Beer: • I love beer. It’s so social and I drink it with my friends. • “I like to learn about the beer I drink, its history and reflect on where it comes from. It’s all about the experience.” • I also like some of the rituals that go with beer drinking; I think they add to the experience. • I am open to drinking imported beer and very open to drinking imported beer from Mexico.

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