Michelob ULTRA Fruit Retailer Presentation

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Michelob ULTRA Fruit Retailer Presentation
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ULTRA Fruit Overview

• Todays 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

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Why ULTRA Fruit
Case Sales Total U.S. Supermarkets

• 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
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Strong Beer Variety Pack Performance Also
Continues
2007 beer variety pack sales exceeded 40
MILLION Strong growth continues for third
consecutive year
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
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Media Plan
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Signmaking
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6-Pack Price Flyer
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6-Pack UPCs
Item 40676
Item 40776
Item 40576