On-trade

KEY PROGRAMMES DEVELOPED FOR Q2- JUNE

Dine with Beer activation with Mitchell & Butlers

• From early June for 4 weeks, over 200 Nicholson’s and Ember Inn outlets will have a main dish & beer matched menu, encouraging customers to opt for beer with their meal

• To engage the staff in the campaign and bring the menu to life, we’ll be filming 4 videos showcasing their favourite match. These will be pushed via customer and campaign social media channels (teaser on Instagram, longer version on Facebook)

• Campaign collateral also includes beer mats, branded chalkboards, dedicated page on beerforthat.com and email and social media comms

• This will serve as a test and learn activity ahead of a bigger activation in Q3

• Support required: webpage development, social media posts/videos published, partnership to be included in campaign

PR release/story

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KEY PROGRAMMES DEVELOPED FOR Q2-Q3

Beer Club activation at 4 x Everards pubs and 4 x Titanic pubs

• A series of weekly Beer Club ‘supper club’ style events, aligned with #BeerClub, across June and July in 8 different pubs in the Leicester and Birmingham region

• Each Beer Club will have a themed 3 course menu and be hosted by a beer sommelier

• A twitter wall will enable guests to tweet their questions to #BeerClub and the last half hour of the event will also be video streamed live to the

#BeerClub audience

• Events communicated in-outlet and via Everards and TABFT social media channels

• Support required: inclusion in campaign PR story, #BeerClub themes to be adapted to suit event ones, event posts (x 8) to be weaved into facebook content plan

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M&B Dine with Beer phase 2

• A ‘tapas’ style tasting platter consisting of 3 finger foods with 3 x 1/3 pints of beer for a fixed price point

• Presented in branded and bespoke made paddles, this will be showcased as a limited edition and exclusive item on the menu

• It will be promoted on all customer comms channels

• Activation across different chains within M&B portfolio, potentially Vintage Inns and/or Castle

PLANNED ACTIVITY FOR Q3-Q4

Using Q2 & Q3 activity case studies and results, we will develop:

- Beer Club toolkit to sell into other national or regional customers

- Proposals for a number of different activations in or in partnership with different partners, including:

- Food & beer matched bespoke menu for activation gastro/food-lead outlets

- Food tasting and brewery tour for pubs with brewery

- Beer garden and street food truck

A number of customers have been identified and have shown interest getting involved with the campaign

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OVERALL PROGRAMME KPIS: PROPOSED TARGETS

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KPI 2013 2014 Pre Wave (Nov)

2014 Post Wave 1 (Dec) 2015 Wave 2 (Aug/Sept)

1. Campaign & Beer Image

TVC outperforms vs norms on all key measures No N/A Yes Yes

Suited to a wide range of people 51% 48% 49% 54%

Wide range of different styles of beers available - 57% 57% 60%

Suited to a range of occasions 51% 46% 51% 56%

Perfect drink to accompany food 27% 26% 28% 33%

High quality 34% 28% 32% 36%

A drink for men & women 23% 22% 26% 33%

2. Consumer Behaviour

Beer consideration (current usage + future consideration) 78% 77% 75% 80%

Beer preference (first preference) 58% 59% 56% 64%

Average no of occasions when beer considered the perfect drink 10.7 10.1 10.4 11.0

Increase in penetration (past 1 month purchase) 79% 75% 73% 80%

Increase in beer category dwell time & increased claimed purchase N/A N/A N/A IPSOS Research Increase vs Control

OVERALL PROGRAMME KPIS: PROPOSED TARGETS

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KPI 2013 2014 Pre Wave (Nov) 2014 Post Wave 1 (Dec)

2015 Wave 2 (Aug/Sept)

3. Amplification - On Trade

Estimated £ value of support from Pub Cos £200,000

Activities executed in at least 4 Pub Cos by end of 2015 Yes

Beer sales uplift in Ember Inns & Nicholsons Inns 4% growth- 50k drinks

Positive feedback from Ember Inns, Nicholsons, Titanic & Everards Yes

Active interest from other Pub Cos to run activities / support campaign Yes

3. Amplification -Off Trade

Estimated £ value of support from Retailers

Activation in at least 1 major retailer

Beer sales uplift in Tesco – measured by Kantar & Dunhummby

Positive feedback from Tesco & support to run additional activations

Active interest from other major retailers to run activities / support campaign

Positive feedback from BBA members – SIBA, CAMRA, Cask Marque

Positive feedback on campaign from BBPA members – measured by BBPA survey

Confirmed funding from 1-2 other brewers for 2016 Diageo & BBPA

4. Beer Category Performance

Category value growth – measured by BBPA growth tracker +1%

Positive growth & momentum in beer category – measured by Kantar & TNS -