Glassware Matters…

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Casual Dining Signature GlasswareFrom Brewtus, to The Duke, to the Bloke, to Big Daddy – signature glassware offers a point of differentiation, brand reinforcement and trade up selling opportunities.

Casual Dining Signature Glassware

BM Belgium White Branded Glassware Trends

Sales Velocity

16.9%14.1%14.3%

11.1%

July - OctMar - Jun

Observations:• On average, stores sold an additional ½ of a keg per month• Chain buyer confirmed that their beer category did grow dollar sales during the

test• This average coincides with similar signature glassware tests with Peroni in 2011

Insights:• Signature Glassware does drive incremental volume without the need to

reduce the price of the draught beer

MC Margin Minder: 15 wk comparison - July 1 – Oct 13 vs. Mar 17 – Jun 30

Branded Glassware Margin Implications

# of ounces per keg 1,984 ouncesIncremental .5 Keg/mo(per velocity results from test) 992 ounces

Incremental 16oz draughts(992oz / 16oz draughts) 62 servings

$3 Profit per Glass(75% margin on $4 retail)

$2,232/yr profit/store

Results and Observations:• Based on this test, stores would realize $186/mo or $2,232/yr in incremental

GM$ utilizing Blue Moon branded glassware.

• $991,008 incremental gross margin company wide. (444 outlets)

• This incremental margin can help off-set commodity and other restaurant related costs

Multiple Concept – Peroni Branded Glassware

Brand CBrand M

00.5

11.5

22.5

33.5

4

1.72.6

2.9

3.8

1.21.2

Peroni Keg Velocity per Month

Pre Test Test Period Incremental6

Glassware increased velocity by 46 to 70 % during test window

Brand C = 8 month testBrand M = 14Wk testTiming: 2011 and 2012

Peroni Glassware Financial Impact

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Pre Test Margin Test Margin Margin ∆

Store Annual Impact

Annual System Impact

Brand C 690$ 1,177$ 487$ 5,844$ 1,314,900$ Brand M 710$ 1,087$ 377$ 4,524$ 194,532$

Per Store/Month Margin Impact

Glassware increased velocity also delivers increased margins

Branded or Signature Glassware Delivers:

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1) An enhanced and more memorable experience2) Allows for feature programming at full price and full margin3) Differentiates you from your competitive set4) Reinforces your brand positioning 5) Drives higher quality cues, thus improving Guest Satisfaction6) Increased velocity and PPA; higher revenue and margin