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Michelob ULTRA Fruit Retailer Presentation

Michelob ULTRA Fruit Retailer Presentation ULTRA Fruit Overview Today ’ s consumers value: Variety in beverage choices Active lifestyle Innovation Michelob ULTRA Fruit delivers on both 107 calories / 6 carbohydrates Added benefit of exotic fruit flavors Three ULTRA refreshing flavors

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Michelob ULTRA Fruit Retailer Presentation

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  1. Michelob ULTRA Fruit Retailer Presentation

  2. ULTRA Fruit Overview • Today’s consumers value: • Variety in beverage choices • Active lifestyle • Innovation • Michelob ULTRA Fruit delivers on both • 107 calories / 6 carbohydrates • Added benefit of exotic fruit flavors • Three ULTRA refreshing flavors Pomegranate Raspberry • Notable berry aroma with a hint of pomegranate Lime Cactus • Exotic, fruity aroma with a hint of lime Tuscan Orange Grapefruit • Taste of fresh orange with a slight grapefruit finish • Two convenient packages • 6-pack 12 fluid ounce bottles for each flavor • 12-pack Variety Pack

  3. Case Sales – Total U.S. Supermarkets Why ULTRA Fruit • All three ULTRA Fruit flavors are in the Top 10 New Beer Brands • An impressive accomplishment with distribution less than 25% • The popularity of fruit-flavored beers continues to increase • 2007 fruit-flavored beer sales exceed $45mm, up over 72% over ’06 • Dollar sales continue to increase for fruit-flavored beers despite an 8% decline in the number of products available Source: IRI InfoScan, Total U.S. Food YTD Ending 12/30/07

  4. 2007 beer variety pack sales exceeded $40 MILLION Strong growth continues for third consecutive year Strong Beer Variety Pack Performance Also Continues… Beer Variety Pack Sales Supermarket Channel +16% +53% +133% Dollar Sales (Millions) Source: IRI InfoScan - Total US Food Full year data ending 12/30/07

  5. Media Focused in May/June Timeframe $8,000,000 Media Plan

  6. Signmaking

  7. 6-Pack Price Flyer

  8. Item # 40676 6-Pack UPC’s Item # 40776 Item # 40576

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