VP, Trade Marketing

Learn Explore

Week Prototype

In-Store

Test

Shopper

Occasions

Channel Drivers

Path to Purchase

Shopper Safaris

Promo Screener

Virtual

Prototypes

Physical

Prototypes

Test & Learn

Shopper Metrics

Launch &

Measure

Program

Dashboard

Commercial

Visibility

Drill Down Tools

Ideation Session

Learn

WE HAVE THIS FOR

SIX WELL-DEFINED

OCCASIONS

48.9% VOLUME

18.7% VOLUME

15.5% VOLUME

16.9% VOLUME

Source: AB Internal Sales Data C-Store includes Drug Store

2014 Strategy Initiatives Channel Drivers

Show C-Store and Blur everything else out…Go deep on C-Store

Trip Missions

Single Serve

Cold Space/PTCs

Merchandising Scale Up

Light Trade Programs

Rock the POC Turbo

Drive Conversion

Win Immediate Consumption

Increase Total Store Performance

SETS UP OUR RETAIL PILOTS

80-100 Ideas per priority

PRIORITIZES PROTOTYPES

Explore

Week

IDEAS PROTOTYPED AND IMPROVED AT OUR

RETAIL LAB BEFORE IN-MARKET TEST Prototype

In-Store

Test

… TO APPLY TEST & LEARN METHODOLOGY

Test store sales data

is indexed vs. Control

store sales data to

isolate the lift/impact

of the trade

marketing program

Region Drill Down

State Drill Down

Wholesaler Drill Down

Launch &

Measure

Account Drill Down

PACKAGE / LIQOUR

C-STORE +1.3% LIFT

+1.5% LIFT

+.7% LIFT

+.5% LIFT

+1.8% LIFT

+1.0% LIFT

Source: APT

Accounts executing this program are trending

X% higher than accounts that do not.

Accounts executing this program are trending

X% higher than accounts that do not.

1.6

1.9

Avg # of Displays per Store

Source: IRI Perimeter View; NFL (5 wks ending 9/15/13)

64%

67%

% of stores with Displays

2012 2013

MAJOR OPPORTUNITY EXISTS IN THE ON-PREMISE

SAO PAULO

Key market for ABI and an

emerging global market

NORTH AMERICA

Diverse, cosmopolitan

cities in North America

ANTWERP & LONDON

Traditional markets with

new retail environments

MOSCOW

Key market for ABI and an

emerging global market

ENGAGED

EXTERNAL

SPECIALIST

SUPPORT

ENERGY LEVEL 2

DEGREE OF FORMALITY 3

TRANSIT

ENTERTAINMENT-LED

FOOD-LED

DRINK-LED

CONSUMER MOTIVATION 1

29% 30%

54% 58% 56%

38%

76%

CASUAL RESTAURANT FINE DINING

CLUBS &UPSCALE LOUNGES

PARTY PLACES

NEIGHBORHOOD BAR TRENDY SPOTS

SPORTS & BEER BAR

Note: For Wine Bars, Outdoors Bars and Cafés, each has 0% of TA servings Source: AB InBev Field reps questionnaire; Consumer Survey; Booz & Company analysis

BEER

29% 30%

54% 58% 56%

38%

76%

CASUAL RESTAURANT FINE DINING

CLUBS &UPSCALE LOUNGES

PARTY PLACES

NEIGHBORHOOD BAR TRENDY SPOTS

SPORTS & BEER BAR

Note: For Wine Bars, Outdoors Bars and Cafés, each has 0% of TA servings Source: AB InBev Field reps questionnaire; Consumer Survey; Booz & Company analysis

BEER

Aggressively

Grow Draught

Distribution

29% 30%

54% 58% 56%

38%

76%

CASUAL RESTAURANT FINE DINING

CLUBS &UPSCALE LOUNGES

PARTY PLACES

NEIGHBORHOOD BAR TRENDY SPOTS

SPORTS & BEER BAR

Note: For Wine Bars, Outdoors Bars and Cafés, each has 0% of TA servings Source: AB InBev Field reps questionnaire; Consumer Survey; Booz & Company analysis

BEER

7% 7%

12%

15%

5%

31%

47%

WINE

Increase

Relevance

with Food

Aggressively

Grow Draught

Distribution

29% 30%

54% 58% 56%

38%

76%

CASUAL RESTAURANT FINE DINING

CLUBS &UPSCALE LOUNGES

PARTY PLACES

NEIGHBORHOOD BAR TRENDY SPOTS

SPORTS & BEER BAR

Note: For Wine Bars, Outdoors Bars and Cafés, each has 0% of TA servings Source: AB InBev Field reps questionnaire; Consumer Survey; Booz & Company analysis

BEER

7% 7%

12%

15%

5%

31%

47%

WINE HARD LIQUOR

28% 38%

22% 32% 36%

47%

18% Recapture

Party

Occasions Aggressively

Grow Draught

Distribution

Increase

Relevance

with Food

29% 30%

54% 58% 56%

38%

76%

CASUAL RESTAURANT FINE DINING

CLUBS &UPSCALE LOUNGES

PARTY PLACES

NEIGHBORHOOD BAR TRENDY SPOTS

SPORTS & BEER BAR

Note: For Wine Bars, Outdoors Bars and Cafés, each has 0% of TA servings Source: AB InBev Field reps questionnaire; Consumer Survey; Booz & Company analysis

BEER

42% of Servings 46% of Servings

7% 7%

12%

15%

5%

31%

47%

WINE HARD LIQUOR

28% 38%

22% 32% 36%

47%

18% Recapture

Party

Occasions

Increase

Relevance

with Food

Aggressively

Grow Draught

Distribution

29% 30%

54% 58% 56%

38%

76%

CASUAL RESTAURANT FINE DINING

CLUBS &UPSCALE LOUNGES

PARTY PLACES

NEIGHBORHOOD BAR TRENDY SPOTS

SPORTS & BEER BAR

Note: For Wine Bars, Outdoors Bars and Cafés, each has 0% of TA servings Source: AB InBev Field reps questionnaire; Consumer Survey; Booz & Company analysis

BEER

42% of Servings 46% of Servings

7% 7%

12%

15%

5%

31%

47%

WINE HARD LIQUOR

28% 38%

22% 32% 36%

47%

18% Recapture

Party

Occasions

Increase

Relevance

with Food

29% 30%

54% 58% 56%

38%

76%

CASUAL RESTAURANT FINE DINING

CLUBS &UPSCALE LOUNGES

PARTY PLACES

NEIGHBORHOOD BAR TRENDY SPOTS

SPORTS & BEER BAR

Note: For Wine Bars, Outdoors Bars and Cafés, each has 0% of TA servings Source: AB InBev Field reps questionnaire; Consumer Survey; Booz & Company analysis

BEER

42% of Servings 46% of Servings

7% 7%

12%

15%

5%

31%

47%

WINE HARD LIQUOR

28% 38%

22% 32% 36%

47%

18% Recapture

Party

Occasions

29% 30%

54% 58% 56%

38%

76%

CASUAL RESTAURANT FINE DINING

CLUBS &UPSCALE LOUNGES

PARTY PLACES

NEIGHBORHOOD BAR TRENDY SPOTS

SPORTS & BEER BAR

Note: For Wine Bars, Outdoors Bars and Cafés, each has 0% of TA servings Source: AB InBev Field reps questionnaire; Consumer Survey; Booz & Company analysis

BEER

42% of Servings 46% of Servings

7% 7%

12%

15%

5%

31%

47%

WINE HARD LIQUOR

28% 38%

22% 32% 36%

47%

18%

+2.7% LIFT

+0.7% LIFT

+1.0% LIFT

+12% LIFT

10%

2012 2013 2014

SCALE

UP

30%

60%

% of Volume Covered by Trade Programs

Source: APT