A L C O H O L F R E E :

S O L U T I O N S T O

A G R O W I N G

T R E N D

1.The Growing Demand For Alcohol Free Beer

2.Budweiser Brewing Group Alcohol Free Solutions

3.General FAQ’s

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THE GROWINGDEMAND FOR

ALCOHOL FREE BEER

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7 OUT OF 10 CONSUMERS BELIEVE THAT THEIR LIFE

IS BETTER WHEN THE MODERATE THEIR BEHAVIORAB-INBEV RESEARCH. LOCATIONS: US, UK, NL, MEXICO, BRAZIL

HEALTH AND WELLBEING IS A GLOBAL MACRO TREND

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WELLBEING IS DRIVING CONSUMER MODERATION IN THE UK

AND THIS IS CLEARLY VISABLE IN BEER, WINES AND SPIRITS

85% OF UK SHOPPERS

ACTIVELY TRYING TO

IMPROVE THEIR DIET1

20% OF GB CONSUMERS HAVE TRIED

NO/LOW ALCOHOLIC BEER IN THE

PAST 6 MONTHS(9.8M CONSUMERS)2

1: ShopperVista, Apr 2018 / Base: 1,041 main supermarket/hypermarket shoppers

2: WWW.CGA.CO.UK

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BEER IS THE #1 NO/LOW BEVERAGE OF CHOICE FOR CONSUMERS

NO/LOW BEER IS EVEN PERFORMING AHEAD OF TOTAL BEER

85.3%OF NO/LOW BEVERAGES BOUGHT

IN THE ON TRADE IS A BEER.

IT GREW SHARE OF THE NO/LOW

CATEGORY 6.4% THIS YEAR.

VOLUME

NO/LOW: +41.2%

TOTAL BEER: -0.8%

VALUE

NO/LOW: +44%

TOTAL BEER: -2.4%

WWW.CGA.CO.UK

THIS IMPRESSIVE

PERFORMANCE

HASN’T GONE

UNNOTICEDON TRADE OPERATORS ARE AWARE OF

THE TREND AND MORE VENUES ARE

LISTING NO/LOW BEER EVERY YEAR.

7www.cga.co.uk OPMS P02 (23/02/2019)

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HOWEVER, CONSUMERS WANT MORE CHOICES IN NO/LOW BEER

BRAND AND CALORIES ARE THE TWO MAJOR DRIVERS OF PURCHASE IN NO/LOW BEER

61%OF CONSUMERS WANT MORE

OPTIONS IN THE NO/LOW BEER

CATEGORY

WWW.CGA.CO.UK

Brand Calories Ingredients Claim ABV

BRAND IS, BY FAR, THE #1 DRIVER OF

NO/LOW PURCHASE.

FOLLOWED BY CALORIES, INGREDIANTS

AND CLAIM.

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• BEER IS THE LARGEST CONTRIBUTOR TO NO/LOW – AND IT IS GROWING.

• CONSUMERS ARE PRIMED TO ENTER THIS CATEGORY

• THE LARGEST DRIVER OF PURCHASE IS BRAND

• THE SECOND LARGEST DRIVER IS CALORIES

TO WIN IN THE GROWING NO/LOW CATEGORY, ON TRADE OPERATORS SHOULD CONSIDER

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BUDWEISER BREWING GROUP ALCOHOL FREE SOLUTIONS

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#1 MOST

STOCKED

BOTTLED BEER

#1 CONSUMED

BEER BRAND IN

THE UK2

#1 BRAND IN

NO/LOW BEER1 1. CGA OPMS P09 data to 07/09/20191:

2. Source: Kantar Millward Brown; Brand Guidance;

Total Sample, July 2019; Base: 18-55 P4W Beer

Drinkers R3M data

3.1 Source: CGA MAT to w/e 15.06.2019

WE’RE PROUD TO PRESENT

BUDWEISER ZERO.THE SAME GREAT BUDWEISER TASTE,

CRISP REFRESHMENT, AND SMOOTH FINISH

WE’VE BEEN MAKING FOR OVER 100 YEARS,

JUST WITH ZERO ALCOHOL.

UNCOMPROMISINGLY BUDWEISER.

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46 CALS*

ZERO SUGAR

WITH NEW LIQUID, BRANDING

AND PACKAGING• NEW VISUAL IDENTITY AND BOTTLE FORMATS TO DRIVE VOLUME.

• STAYS TRUE TO BUDWEISERS VISUAL BRAND IDENTITY.

• COMMUNICATES THE PRODUCT’S BENEFITS CLEARLY.

• AVAILABLE IN CAN

UNCOMPROMISINGLY BUDWEISER.

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46 CALS*

ZERO SUGAR

STELLA ARTOIS ENTERS THE

ALCOHOL FREE CATEGORY

WE HAVE THE BRAND POWER TO ATTRACT NEW DRINKERS MORE OFTEN.

- 31% OF BEER DRINKERS RATE STELLA ARTOIS IN THEIR TOP 3 LAGERS BASED

ON TASTE AND FLAVOUR – SECOND ONLY TO BUDWEISER1

- 83% OF LAGER DRINKERS ARE INTERESTED IN TRYING STELLA ARTOIS 0.0%2

THE LIFE ARTOIS

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64 KCALS

Bulbshare Report 2019

STELLA ARTOIS ENTERS THE

ALCOHOL FREE CATEGORYWE HAVE THE BRAND POWER TO ATTRACT NEW DRINKERS MORE OFTEN.

- #1 CONSUMED LAGER BY UK DRINKERS

- #1 PREMIUM DRAUGHT LAGER IN THE UK BY VOLUME AND VALUE2

- 4.5% SALES GROWTH YOY3

THE LIFE ARTOIS

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64 KCALS

1: Source: Kantar Millward Brown; Brand Guidance; Total Sample, July 2019; Base: 18-55 P4W Beer Drinkers R3M data

2: Source: On Trade- CGA OPMS Data (GB); P06 (w/e 15/06/2019), Off Trade-Nielsen Scan Track Data (GB) | P06 (w/e 15/06/2019)

3: Nielsen ScanTrack December 2019

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ROLE Give confidence with control

TARGET 25-34 Males/Females

NEEDS

• In control/Pacing myself

• Being true to myself

• Beer taste

REASON TO BELIEVE

50 calories

Zero Sugar

Budweiser taste

WHY?

Budweiser is a brand built on

Freedom & Ambition; Bud 0,0 will

give drinkers the confidence &

control to seize every opportunity.

ROLE Sophisticated alternative

TARGET 30-40 Males/Females ABC1

NEEDS

• Adult sophistication

• Great, full flavored taste

• Aspirational alternative

REASON TO

BELIEVE

No compromise on taste - every Stella

Artois is brewed to have a distinctive

taste that is meant to be savored

WHY?

As #1 most Powerful brand in UK, we

must lead the way by offering

consumers choice to enjoy their

favourite brand in any occasion.

THE AVERAGE ON TRADE VENUE STOCKS JUST ONE NO/LOW BEER1, BUT THIS CATEGORY IS IN HUGE GROWTH EVERY YEAR.

TO MAKE THE MOST OUT OF THE CATEGORY, WE RECOMMED STOCKING BOTH OUR LATEST NO/LOW BEER BRANDS.

CGA OPMS data to P02

BECKS BLUE IS THE

CATEGORY LEADER BECK’S BLUE IS A 0.05% IS A LIGHT, CRISP AND REFRESHING

ALTERNATIVE.

IT ADHERES TO THE STRICT GERMAN PURITY LAWS, ONLY CONTAINS 4

INGREDIENTS, IS AUTHENTICALLY BREWED TO AN AGE OLD RECIPE

ONLY WHEN THE DISTINCTIVE BECK’S FLAVOUR HAS BEEN ALLOWED TO

FULLY DEVELOP IS THE ALCOHOL REMOVED.

0.05% ABV WITH NO COMPROMISE ON TASTE.

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53 KCALS

1: Source: Kantar Millward Brown; Brand Guidance; Total Sample, July 2019; Base: 18-55 P4W Beer Drinkers R3M data

2: Source: On Trade- CGA OPMS Data (GB); P06 (w/e 15/06/2019), Off Trade-Nielsen Scan Track Data (GB) | P06 (w/e 15/06/2019)

3: Nielsen ScanTrack December 2019

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GENERAL FAQ’S

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BRAND CALORIES/100ML

BUD ZERO 14 CALS

BECKS BLUE 14 CALS

STELLA ALCOHOL FREE 19 CALS

HEINEKEN 0.0 21 CALS

BIRRA MORETTI 21 CALS

PERONI LIBERA 22 CALS

CALORIE BENCHMARKING

VS. MAIN COMPETITIVE SET

#2CALORIES IS THE SECOND HIGHEST

CONSIDERATION WHEN PURCHASING

AN NO/LOW ALCOHOL BRAND.

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WHY IS THE SHELF LIFE WILL

ONLY 6 MONTHS?

• ALCOHOL IS A NATURAL PRESERVATIVE. NABS ARE THEREFORE

MORE SENSITIVE PRODUCTS THAN REGULAR LAGER AND AGE

QUICKER. WITH OUR FOCUS ON DELIVERING INCREDIBLY HIGH

QUALITY BEERS, WE WOULDN’T ENTERTAIN EXTENDING THE

SHELF LIFE OF THE BEER WITH OTHER MEANS.

• QUALITY IS ALWAYS TOP PRIORITY, BUT EVEN MORE SO WITH A

NEW INNOVATION. IT’S CRITICAL THAT WE ENSURE THE FIRST

SIP IS ABSOLUTELY TOP NOTCH – BECAUSE OTHERWISE THEY

WON’T BUY AGAIN.

• THAT SAID, WE APPRECIATE

THATCOMMERCIALLY/LOGISTICALLY IT PRESENTS A

CHALLENGE, SO WE’VE AGREED WITH THE BREWMASTERS THAT

ONCE WE HAVE SEVERAL LIVE INDUSTRIAL BATCHES AGED TO 9

MONTHS (APRIL) QUALITY TASTING AND TESTING WILL BE

DONE. IF THE EXPERT TASTERS DETERMINE THE PRODUCT STILL

REACHES THE SAME LEVEL OF TASTE QUALITY , SHELF LIFE WILL

BE EXTENDED TO 9 MONTHS.

FAQS- BUDWEISER ZERO & STELLA ARTOIS ALCOHOL

FREE On the Budweiser Zero can, it says 46 cals on the slide vs. 50 on the can, which is it?

• The only artwork mockups we currently have are the US 355ml formats which are 50 cals. In the UK, because we’re 330ml, it will be 46 cals in

both can and bottle.

Why is Bud Zero going to work better than prohibition?

1. The product/recipe:

• Unlike Prohibition, it tastes extremely close to regular Budweiser but with only 46 cals per 330ml can/bottle.

• UK consumers choose their NABs based on Brand + Cals. Hence, having a liquid that’s low in the cals but also tastes (and looks) like our

(powerful!) mother brand means that people will try and then repeat buy. We saw this when we did UK consumer testing on a range of NAB liquids

– the new Budweiser Zero performed best on repeat rate.

2. Brand Power/Marketing Support

• Prohibition as a brand name was not intuitive for a lot of consumers and it did not allow us to tap into the mother brand power, which we now

understand is the #1 driver of NAB choice. Bud ZERO brand name and VBI much more clearly ladders into the mother brand making it more easily

identifiable & desirable for consumers, AND easier for us to tap into BIG family brand marketing opportunities – like EPL & Euros.

• Bud ZERO is being rolled out around the world with considerable drive/support at the global level. The long term goal is for this to be BIG by the

time of Qatar world cup & feature heavily during our support of that event. This means there’s a huge commitment to develop unified worldwide

marketing assets and to put substantial support behind them in the respective markets.