Modelo Especial 16oz 4-Pack CanRoll-Out Presentation

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Executive Summary Brand Consumer Overview Sales Objectives & Strategies Product/Package Specifications Support Materials

Table of Contents

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Executive Summary

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Key and Fast-Growing Segment: Total 16oz can volume in the U.S. accounts for more than 11% of the total beer volume today. Over the last 52 weeks, total sales of 4-pk 16oz SKUs have been growing significantly, with 4-pk 16oz cans growing +6% among total beer and+35% among premium/import 16oz cans. This new package aligns strategically with Modelo Especial’s strengths by further extending Modelo Especial’s leadership position in the convenience channel, which serves as ME’s #1 COT and contributes 34% of the brand’s total volume today.

Consumer Demand: This package fulfills a growing consumer need, appealing primarily to the brand’s male Hispanic target. The Modelo Especial Hispanic target, Creatures of Habit, over-index on consumption both in terms of days per week (3.3) and number of beers per occasion (5.9). The Modelo Especial core target is therefore an incredibly profitable consumer within the beer category. In geographic areas where 16oz can packages are further developed, General Market Social Seekers are also purchasing this package offering.

Sources:Symphony IRI Group, Total U.S. Multi Outlet + Conv 52- weeks ending 11/18/12

Symphony IRI Group, Total U.S. Convenience 52- weeks ending 11/18/12

Why Modelo Especial 4pk 16oz Cans?

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Industry’s Fastest Growing Brand: The ME 4-Pack 16-oz can package serves as an additional package to strengthen Modelo’s presence in the brand’s largest classes of trade – Convenience and Liquor – and gives consumers the opportunity to trade up, generating incremental revenue and profit per transaction. Modelo Especial continues to show strong performance nationally, growing +21% YTD and growing to recently become the #2 imported beer in total U.S. Convenience. The brand was recently named the Market Watch Leaders 2012 “Beer Brand of the Year” and received its 18 consecutive Impact Hot Brand Award.

Higher Profits: This high margins on ME 16oz 4-pk cans will trade up consumers from

Domestics and other lower-margin packages, offering a retailers the opportunity for incremental sales and profit.

Sources:Symphony IRI Group, Total U.S. Multi Outlet + Conv 52- weeks ending 11/18/12

Symphony IRI Group, Total U.S. Convenience 52- weeks ending 11/18/12

Why Modelo Especial 4pk 16oz Cans?

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Brand Consumer Overview

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Demographic Profile: Age: 25-34Gender: Skews heavily male Income/Education: Lower income, Mid to lower educationNativity: 1st and 2nd Generation (mostly foreign born)Language: Spanish dominant Category frequency: Medium-heavy

Psychographic Profile: This consumer tends to be at an earlier stage of acculturation, and therefore gravitates towards what appears familiar from his country of origin. He’s reserved, hard-working, and self-aware; drinking beer helps him boost his “social” and “macho” confidence and re-energize after a hard day’s work. He has a reserved nature, believing the quality of the things he chooses will reflect the way he is and express the fact that he doesn’t settle for just anything.

“Creatures of Habit”

Hispanic Target Consumer

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Demographic Profile: Multicultural 25- to 34-year-old males who

are typically higher income, college-educated, and have a high number of beer-drinking occasions per week (4.3X).

Beer Occasion: Word-Reward Social Seekers believe good beer is meant

to be shared with friends, and therefore drink to release and celebrate with others after a long day and to be in the moment.

Psychographic Profile: Social Seekers have active lifestyles, are

culturally mobile, and are more style conscious. They believe what you drink makes a statement about who you are.

Social validation from their peers helps them feel confident in their choices.

Drinking imports helps them to look and feel a little classier at a bar or party, and choosing Modelo Especial helps express their individuality and make a statement of substance with style.

“Social Seekers”

Total Market Target Consumer

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Modelo Especial 4-Pack 16oz Cans:1) Other Domestic 16-oz packages: Bud Light, Coors Light, & Miller Lite 2) Import and Domestic single-serve packages

Modelo Especial 4-pk 16oz Cans will add incremental volume to the category.

Source of Volume

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Sales Objective & Strategies

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Wherever competitive domestic or import 16 oz can packages or single serves are sold... sell-in the Modelo Especial 4pk 16oz Cans

– Target Independent accounts, especially those that cater to Hispanic consumers

– Chain Stores

– Convenience Stores

– Liquor Stores

Sales Objectives & Strategies

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NOTE: BU To Insert Pricing Here

Pricing Strategy

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Hispanic Grocery - Open Air Cooler

Traffic Flow

Retail Positioning

Modelo 4pk 16oz. Cans

Build on the strength of the Modelo Especial Brand name. Block with Modelo Especial packages.

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Modelo 4pk 16oz. Cans

Build on the strength of the Modelo Especial Brand name. Block with Modelo Especial packages and place on the well shelf for adequate pack-out.

Traffic Flow

Retail Positioning

Grocery - Open Air Cooler

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Modelo 4pk 16oz. Cans

Build on the strength of the Modelo Especial Brand name. Block with Modelo Especial packages.

Traffic Flow

Retail PositioningConvenience Store

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Traffic Flow

Retail PositioningLiquor Store

Modelo 4pk 16oz. Cans

Build on the strength of the Modelo Especial Brand name. Block with Modelo Especial packages

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Product/Package Specifications

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Product Profile

Modelo Especial per 12 fl. oz.: 4.35% ABV 148 Calories 0.0% Grams of Fat 180 Day Shelf Life

Product Specifications

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Modelo Especial Cans 6x4 Pack/16-oz. Case SpecsLength:                      40.7cm (16.02”)Width:                        27.3cm (10.75”)Height:                       15.72cm (6.19”)Weight:                      12.0kg (26.46lbs)

Modelo Especial Cans 6x4 Pack/16-oz. Can Specs  Can Height:            15.6cm (6.15”)Can Weight: 0.49kg (1.08lbs)

Modelo Especial Cans 6x4 Pack/16-oz. Pallet Specs 90 cases per pallet: 10 layers of 9 cases eachPallet dimensions:   108cm x 93.5cm (42.5“ x 36.8")Pallet weight:            1,094kg (2,412lbs)

Modelo Especial Cans 6x4 Pack/16-oz. Loading  Specs •Pallets per railcar:    42 for a total of 3,780 cases•Pallets per trailer:    18 for a total of 1,620 cases

Package Specifications

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Bar Codes/UPC Numbers

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Sell sheet will be available by end of December on the Marketing-On-Demand (MOD) Website. POS (printed and templates) will be available

by mid-January:

http://mod.crownimportsllc.com

• Graphic Templates: Image Gallery> Modelo Brands > Brand Templates > Modelo Especial Posters (English and Spanish) Banners (English and Spanish) Static Stickers (English and Spanish)

• Printed POS: POS> Modelo Brands 2013 > Purchase Shelf wobblers (2-sided) 3D statics (English and Spanish) Cooler Blade Floor decal

• Sell Sheet: New Products > Modelo Brands > Modelo Especial 16oz Cans

Support Materials

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Good Selling!