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October - December

October - December. Corona Beer Displays Drive Holiday Cheer. Dollar Share of Beverage Alcohol – US Food. The Beer Category outsells all of the other Beverage Alcohol Segments during the Holiday Season. Beer holds a 46% share of dollar volume in Grocery stores October through December.

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October - December

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  1. October - December

  2. Corona Beer Displays Drive Holiday Cheer Dollar Share of Beverage Alcohol – US Food • The Beer Category outsells all of the other Beverage Alcohol Segments during the Holiday Season. • Beer holds a 46% share of dollar volume in Grocery stores October through December. • Beer trends are also up +1.5% during this key selling window. Wine 35% Beer 46% +3.9% +1.5% Spirits Champagne 15% 4% #1 High-End Beer #1 Import Light Source: IRI 10/3 - 1/2/11, Total US Food, Dollar Sales

  3. Drive Extra Dollars With Corona for the Holidays Memorial Day Execution Level % Display Execution $1.0 Million Opportunity % Display Execution $1.1 Million Opportunity Closing Display Gaps on non-holiday week Feature Ads to average Summer Levels Achieves an additional $1.4 Million in Opportunity Revenue $3.5 Million Total Opportunity When Displaying Corona at Summer Levels IRI InfoScan, Total US Food, 2010 2 Week Holiday Periods

  4. Components of Corona Display Holiday Success National Value Added Displays “O Tannen Palm” Iconic Commercial Returns +3% vs 2010 TV Schedule

  5. Why Display Holiday Cheer with Corona Beer? #1 Corona Extra High-End Brand Ranking 2 #2 Corona Extra 12 Pack Ranking among Beer skus in Total U.S. Grocery 2 #3 Corona Light 12 Pack Ranking among Import Beer skus in U.S. Grocery 2 Dollar Lift of Corona during the Christmas/New Year Holiday in 2010 – Highest of any Import 1 +132% -21% Corona Display Gap for Feature weeks compared to Summer Weeks $3.5 Million The Opportunity when that gap is closed October - December (1) IRI InfoScan, Total US Food, 1 Week Ending Dec 26, 2010 ;(2) IRI InfoScan, Total US Food, 52 Week Ending Dec 31, 2010

  6. Corona Beer Displays Drive Holiday Cheer Dollar Share of Beverage Alcohol – US Drug • The Beer Category outsells all of the other Beverage Alcohol Segments during the Holiday Season. • Beer holds a 46% share of dollar volume in Drug stores October through December. • Beer trends are also up +8.7% during this key selling window. • Christmas/New Year Holiday is the #1 Sales week for Corona in the Drug Channel • Thanksgiving is Corona’s #5 sales week in the Drug Channel. Wine 21% +23.6% Champagne Beer 46% 4% +8.7% +11.4% Spirits 15% -1.1% Source: IRI 10/3 - 1/2/11, Total US Drug Dollar Sales

  7. Corona Sales hit Annual Peaks During the Holidays in the Drug Channel Labor Day Execution Level % Display Execution #5 Week of the Year $115,000 Opportunity % Display Execution #1 Week of the Year $278,000 Opportunity $400,000 Opportunity When Displaying Corona at Summer Levels IRI InfoScan, Total US Drug, 2010 2 Week Holiday Periods

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