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Bottle Glorifier

Michelob AmberBock is a smooth, rich dark lager which has enjoyed solid growth over the past 9 years. As a result of its increased popularity, the AmberBock bottle has changed to better reflect the truly unique product that’s inside.

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Bottle Glorifier

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  1. Michelob AmberBock is a smooth, rich dark lager which has enjoyed solid growth over the past 9 years. As a result of its increased popularity, the AmberBock bottle has changed to better reflect the truly unique product that’s inside. The new rich, sophisticated pub-style packaging has a distinctively upscale image that’s right on target with today’s contemporary consumer and is sure to drive incremental purchase and high-end profit margins. Michelob AmberBock is a four-time medal winner both the North American Beer Awards competition and the Great American Beer Festival

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  5. Beer Generates More Revenue • Number of Servings Is Much Greater for Beer • 2.7 X Wine • 4.6 X Liquor • Avg. Revenue Per Consumer Is Much Greater for Beer • 2.3 X Wine • 3.8 X Liquor Beer Has Higher Number of Servings and Generates More Revenue Than Wine And 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)

  6. Beer, Wine and Liquor - % Increase in Dollars Due To Any Merchandising • Beer has highest % Incremental Sales due to Any Merchandising versus Wine and Liquor • Beer % Incremental Sales is more than twice that of Wine and Liquor Source: IRI InfoScan – Total US Grocery; 52 Weeks Ending March 19, 2006

  7. Beer, Wine and Liquor – Gross Profit • Beer Delivers Highest Gross Profit Per SKU: • 217% higher than Wine • 126% higher than Liquor Source: Willard Bishop Consulting – Grocery SuperStudy 2005

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