Impulse, Sustainability, Campaigning

2. Impulse, Sustainability, Campaigning Working together to protect our future Simon HarrisonSales Director ABInBev UK & Ireland

3. Our Agenda • Impulse: leveraging our USP • Sustainability: Considering & mitigating our impact • Campaigning: to protect our market

4. End consumer The Route to Market Challenge Intermediaries Retail outlets Multiple Retailers Suppliers Wholesalers/ buying groups Independent Retailers Source: Nielsen data Dec 2009

5. Economy – Good news for Impulse!!! Invest in a GREAT experience

6. What consumers want from impulse: Local, good value, right range

7. 58% of customers travel < ¼ mile to their convenience store 38% drive 62% walk What consumers want from impulseLocal

8. What consumers want from Impulse ? Value !!

9. What consumers want from impulse. Range Why consumers left without buying what they came for, all categories Source: HIM –CTP

10. What consumers want when buying beer….. 66% Beer bought is for immediate consumption 60% of shoppers would not buy if not chilled 38% of shoppers would go else where if chilled not available What do they want from other categories? Source: * Alcovision ** SBXL InBev Research 2006

11. End consumer Understanding the Retailer’s needs Intermediaries Retail outlets Multiple Retailers Suppliers e.g. InBev Wholesalers/ buying groups Independent Retailers Source: Nielsen data Dec 2009

12. What retailers want from their Wholesale experienceRight Range

13. What retailers want from their Wholesale experienceValue

14. What retailers want from their Wholesale experienceSupport

15. Gaps in delivery of the offering

16. The Challenge for Suppliers, Wholesalers & FWD

17. Our Agenda • Impulse: leveraging our USP • Sustainability: Considering & mitigating our impact • Campaigning: to protect our market

18. UK Beer Industry Volume & Margin Poolis Declining Significantly 70.0 £600 £550 £510 £471 65.0 £500 £457 £408 £382 60.0 £400 £329 60.3 Operating Profit (£M) 59.4 59.1 £296 Volume (K HLs) 58.2 57.9 55.0 £300 56.7 54.4 50.0 £200 51.7 45.0 £100 40.0 £0 2001 2002 2003 2004 2005 2006 2007 2008 Volume Operating Profit

19. Industry continues to be challenge…both in the on trade and off trade…

20. AB InBev’s goal: • Our efforts are focussed in three key areas: • Environmental Performance • Promoting Responsible Drinking • People & Community

21. Global environmental targets by 2012 • 30% reduction of water usage, making InBev the most water-efficient global brewer in the world Water 99 percent recycling. Recycling 10 percent emission reduction & less energy used Energy

22. Responsible Drinking • We responsibly market our products • Members of the Portman Group • Key funders of the Drinkaware Trust

23. Delivering on this agenda • “Responsible Retailer” scheme • “Get Home Safe” to encourage consumers to plan ahead before a night out, • “Love Your Local” highlighting the positive role pubs play in our communities

24. Hedge Fund On Pack Promotion • 5.2 million promotional packs • 8,000 hedge trees planted • 60 km of hedge row planted • Offsetting the equivalent CO2 emissions of 250,000 car trips to the supermarket Out of Home Advertising Campaign PR campaign featuring Ben Fogle

25. Stella Artois Lightweight Bottle New, lightweight bottle with a limited edition special design label, and a unique Eco on-pack promotion

26. The impact of “Impulse” Litter • Keep our communities clean Community • Contributing to our communities Underage? • Stamp out underage trading

27. Our Agenda • Impulse: leveraging our USP • Sustainability: Considering & mitigating our impact • Campaigning: to protect our market

28. Tax Hikes Stella Artois boss warns that alcohol prices could rise by 10% next year Alcohol prices could rise by 10 per cent next year because of tax increases, according to the head of a major brewer.

29. Duty fraud Internal Policies FWD and Cross Brewer Government lobbying

30. In Summary Working together to protect our future Impulse, Sustainability, Campaigning