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Dallas/Ft Worth

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  1. Dallas/Ft Worth The Beer Consumer Anheuser-Busch, Inc. Retail Business Solutions May 2006

  2. Beer is The Largest Alcohol Category in Supermarkets Share of Spending in Dallas/Ft Worth - FOOD Beer Is The Largest Alcohol Beverage Source: IRI Total US Food, 52 Weeks Ending 5/21/2006

  3. Beer Is An Important Category Dallas/Ft Worth - FOOD Top 10 Edible Grocery Categories ($ Million) Rank % Change #1 #2 #3 #4 #5 #6 #7 #8 #9 #10 Beer is the 3rd Largest Category in Supermarkets Category Dollar Sales Source: IRI Supermarket Data; 52 Weeks Ending Dec 25, 2005

  4. Occasions Where Wine is Considered Highly Appropriate Holiday family meal Having couples over for dinner Having meaningful conversation Relax or unwind after work Drinking with men and women Alcohol BeveragesShare Of Stomach And Associated Occasions Occasions Where FABs Are Considered Highly Appropriate Girls’ night out Beach or outdoor pool party Drinking with men and women Backyard grill or BBQ Alcohol Beverage Share of Stomach (Average volume of consumption per alcohol beverage drinker) Occasions Where Beer is Considered Highly Appropriate Backyard grill or BBQ Watching sports on TV at home Fishing or camping Beach or outdoor pool party Large house party Hanging out with friends Guys’ night out Drinking with men and women Occasions Where Liquor is Considered Highly Appropriate Wedding or other formal party Drinking with men and women Large house party Feel like getting a little rowdy Source: A-B Alcohol Beverage Tracking Research, September 2005

  5. Beer, Wine and Liquor Volume Overlap of Alcohol Buyers Percent of BWL Volume Beer 92.8% of BWL Volume Comes from Beer Buyers Wine 67.8% of BWL Volume Comes from Wine Buyers 18.1% Beer Only 2.3% Wine Only 18.6% Beer & Wine 42.7% BWL Overlap 13.4% Beer & Liquor 4.2% Wine & Liquor 0.8% Liquor Only Liquor 61.1% of BWL Volume Comes from Liquor Buyers 92.8% Of Beer, Wine And Liquor Volume Comes From Consumers Who Buy Beer 18.1% Of Total Alcohol Volume Comes From Exclusive Beer Drinkers Source: IRI Consumer Network Panel, Total US All Outlets, 52 Weeks ending 6/12/05

  6. Beer, Wine and Liquor Buyer Overlap of Alcohol Buyers Percent of HH (Buying Alcohol*) Penetration Beer Total Penetration 38.8% Wine Total Penetration 33.3% 8.4% Wine Only 12.8% Beer Only 9.3% Beer & Wine 11.5% BWL Overlap 5.1% Beer & Liquor 4.0% Wine & Liquor 3.7% Liquor Only Liquor Total Penetration 24.4% 11.5% Of U.S. Households Purchase Beer, Wine And Liquor 12.8% Of Households Are Exclusive Beer Consumers, While Only 8% For Wine And 4% Liquor Source: IRI Consumer Network Panel, Total US All Outlets, 52 Weeks ending 6/12/05

  7. Beer Buyers Make More Repeat Trips! Note: “Repeat Buyer” buys 2 or more times in a given time period Source: IRI Consumer Network Panel, Total U.S. Grocery, 52 Weeks Ending 4/2/06 Repeat Buyers

  8. Beer Buyers Make More Trips and Spend More Annually Per Buyer! Dallas/Ft Worth - FOOD # of Trips Per Year (All buyers) Average in Market Basket (Including Alcohol) Source: IRI Consumer Network Panel, Grocery, 52 Weeks Ending 12/25/05 Source: IRI Consumer Network Panel, Total U.S. Grocery, 52 Weeks Ending 12/25/05 All Buyers Total Annual Market Basket With and Without the Category Source: IRI Total U.S. Grocery, 2005 Account Traffic Builder (Syndicated) 52 weeks ending December 25, 2005 NOTE: Calculation = # of Trips x Average Market Basket All Other Category Dollars = (# of Trips x Average Market Basket) – (# of Trips x Dollars per Purchase Occasion)

  9. Consumers Drink More Beer • Avg. Revenue Per Consumer Is Much Greater for Beer • 2.3 X Wine • 3.8 X Liquor • Number of Servings Is Much Greater for Beer • 2.7 X Wine • 4.6 X Liquor Consumers Have More Servings and Spend More on Beer Than Wine or Liquor Calculation: Servings / # Consumers = Number of Daily Servings; Servings x Dollar per Serving = Revenue NOTE: Beer, wine and liquor volumes are shown converted into an approximation of servings, based on 12 oz. for beer; 5 oz. for wine, and 1.5 oz. for liquor. In practice, serving sizes and alcohol concentration are highly variable -- especially for mixed liquor drinks. Source: 2005 Adams Advanced Handbook (2004 Gallons and Dollars); MRI 2005 (Average Number of Servings)