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If you are reading this, then you are either a valued Alibi customer or an individual or business to whom we would like to introduce our health drink.

As a small, British, challenger brand, Alibi has continued to innovate the functional drinks sector and is now available in over 5,000 UK stockists and over 1,200 outlets abroad. Achieving second place (to Britvic!) in the ‘2012 Soft Drinks Manufacturer of the Year’ awards, Alibi has proven that it is able to compete and win against the larger players who dominate the UK’s soft drinks market.

Over the last 3 years our sales have more than doubled year on year and I am delighted to report that this is showing no signs of slowing down with sales in 2012 of over 2.6 million units.

As promised, we have continued to enhance Alibi and this year we have brought the calories down to 99kcal per can and moved to a natural, calorie free sugar substitute - Stevia. We are also proud to have been selected as the first European soft drinks product to carry the new and revolutionary immune system defence ingredient - Wellmune Beta Glucan, which is supported by 9 clinical studies and over $300 million of R&D. With the additions of Vitamins D, E and K at 100% RDA, I am confident to say that no other drinks product comes close in terms of functionality, quality and flavour.

As our fourth trading year draws to a close, I would like to profoundly thank everyone who has supported the Alibi brand in 2012. We very much look forward to working with you during 2013.

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HOW IT BEGANMeet the team behind Alibi

BUSINESS OVERVIEW 2012Progress and developments

TRADE TESTIMONIALSWhat our business partners have to say

BRAND IDENTITY REVAMPAlibi’s new look and feel

THE PRETOX BLEND Nutrition functionality

TRUE HEALTHThe latest breakthrough health ingredients

HEALTH DRINKS UNCOVEREDThe functional drinks landscape

PRETOX - BEFORE BADWhen, where and why

YOUR HEALTH, YOUR CHOICEDr. Clayton PhD on the UK’s health

MAINTAIN MAXIMUM HEALTHDr. Guy Mozolowski PhD on pretoxing

THE SCIENCE OF YOGA AND WELL-BEINGDr. Fleur Appleby-Deen MBBS on lifestyle

PUBLIC RELATIONSPR campaign strategies

EVENTSThe best of the UK’s live music scene and more

STRATEGIC PARTNERSHIPSRound-up of 2012

SOCIAL MEDIAOur online community and digital communications

CORPORATE SOCIAL RESPONSIBILITYAlibi’s impact on society and local communities

QUICK CATCH UP WITH NICK CANDYOne of Alibi’s early adopters

ALIBI IN NUMBERSPresent and future

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It was back in 2008, that Alibi’s creator Oliver Bolton first conceptualized the idea of a PRETOX® drink. It seemed to him that consumer desire for health supplements was not adequately represented within the soft drinks cate-gory. Indeed all functional drinks at the time seemed to contain only token amounts of nutrients and/or excessive caffeine, artificial ingredients and sugar.

Determined to create a genuine health drinks proposition with which to revitalize the functional drinks sector, Oliver sought the professional counsel of well-known enzymologist - Dr. Guy Mozolowski PhD ACRS. Together the pair worked to create the optimum balance of flavour and functionality using nutrients which were scientifically proven to help support the body against the stresses and strains of an active lifestyle.

In order to promote the self-evident truth that, “preven-tion is better than cure”, Oliver came up with the concept of PRETOX® or pretoxing as a means to encourage consumers to think further ahead about their health.

Originally stocked in just one Harvey Nichols store, 4 years on Alibi now has 11 full time employees and extends its reach across 6200 outlets internationally.

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At the beginning of the year, it would have been difficult to have predicted any of the key developments that took place within the soft drinks market in 2012.

Starting with Britivic’s £50m production fiasco with the Fruit Shoot brand; their subsequent merge with AG Barr and ending with Neuro’s swift exit from the UK market - it’s self-evident that Alibi’s competitive landscape has changed.

This year, achieving major inroads within the fuel channel through accounts such as Roadchef Motorway Services, Restaurant Services in contract catering and Chartwells in Education, we are delighted to have brought on some of the nation’s most prestigious retailers. From a wholesale perspective, we were elated to have been awarded Palmer and Harvey’s ‘Extra Factor’ award which recognises the contribution of their most valued, smaller suppliers. Whilst overseas, our business has continued to flourish in line with growth winning key accounts such as Carrefour in Belgium amongst others.

Alibi now represents one of a very small handful of independent soft drinks companies which is able to sit alongside global category leaders such as Red Bull and Lucozade and still add value to the sector.

Indeed with little interest in challenging either brand’s dominion, Alibi has succeeded in growing the profitable functional drinks sector above and beyond sports and energy drinks. Our research suggests that Alibi appeals to a new type of consumer previously un-catered for by the established functional drinks market. Alibi works for consumers who might otherwise have been put off by the false promises, high levels of caffeine, uninviting flavours or high sugar content of other drinks.

This year, we have worked hard to ensure that Alibi meets and exceeds expectations within each of these areas. The latest PRETOX® blend v3.0 is designed to appeal to the modern day consumer which is why it is a light and refreshing fruit juice blend of only the most popular and credible nutrients on the market. It’s made with absolutely nothing artificial and contains under 100kcal per 330ml serving.With the latest PRETOX® blend v3.0 now in distribution, we are hugely excited about the on-going development prospects for Alibi both in the UK and abroad. The opportunity has never been greater – the product, never better.

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“Since the opening of the John Lewis Food Hall, Alibi has been one of our top brand champions, pioneering their products to the public. They are a young and dynamic company and have opened our customers’ taste buds and have given them the knowledge of what pretoxing can do for them!“TRACEY THOMAS, FOOD HALL SPECIALIST, JOHN LEWIS FOOD HALL

“I only wanted to bring on two new drinks this year and I knew exactly which ones. A natural energy drink and a PRETOX drink – Alibi”RUSSELL SHAW, BUYER, HOLLAND& BARRETT

“Alibi is a new approach based on being proactive instead of reactive. It has been a consistent performer with a reliable following that keeps growing and building. We love the brand design, and more than that, the display of detailed information on the can which goes far beyond the regular calorific values”DANIEL RODRIGUEZ, BUYER, WHOLE FOODS MARKET

“The Alibi launch was a great way to bring innovation to our range whilst giving our customer a reason to try new healthy products. Added to this, their “healthy snack deal” brought people into our units at times other than lunch, creating incremental sales. We are looking forward to their next promotion!”CLARE GARCIA - HEAD OF RETAIL & INNOVATION, MITIE CATERING

“Alibi has had a very well received launch into the Chartwells estate. The Alibi team has been highly proactive and thought of new and creative ways to bring the product to life. The product’s strong sales show that Alibi is very much on trend for the student demographic.”SALLY LLOYD, CHARTWELLS COMMERCIAL MANAGER, COMPASS GROUP

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2012 has seen the Alibi team focus considerable resources behind enhancing the brand’s visual assets.

With the objective of better illustrating the key role which Alibi’s active ingredients play in the product’s

composition, we wanted to revisit the relationship between the can and the accompanying nutrients.

Moving away from 3D computer graphics, we commissioned a creative director to start afresh with

the visual composition of Alibi’s cans, fruits and active ingredients.

Now fully re-mastered to show each element as Mother Nature would have intended, we hope you

agree that the result is a highly professional, aesthetically pleasing representation of how you would

envisage a proper health drink to look!

The new look and feel of Alibi has had such a popular reception that the design agency who conceptualised

it recently submitted the visual into the European Design Awards!

Keep an eye out for how the Alibi brand evolves over 2013. Suffice to say we have big things planned!

Artwork commissioned from Peter Thuroczy, Co-Founder and Creative Director, Royal Ad Force.

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Wellmune Beta Glucan® is a natural ingredient that is clinically provento safely enhance the immune system to help keep your body healthy.

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BECAUSE WE’RE PASSIONATE ABOUT OUR PROMISE, WE’RE CONSTANTLY UPDATING ALIBI WITH THE LATEST BREAKTHROUGH HEALTH INGREDIENTS. EACH CAN OF ALIBI IS PACKED WITH:

20 HEALTH SUPPLEMENTS | 11 vitamins, 3 minerals, 5 herbal extracts and now Beta Glucan also. It’s no wonder Alibi tops the charts in terms of functionality.

NATURAL SWEETNESS | We use an extract from the stevia leaf to naturally sweeten Alibi. It’s up to 400 times sweeter than sugar, but unlike sugar, contains no calories.

SUPERFOOD HEALTH | Alibi now boasts 100% RDA of Vitamin K also - the Superfood vitamin found in the likes of spinach and broccoli which is necessary for healthy blood and bones.

IMMUNE SYSTEM PROTECTION | Alibi is the first product in Europe to use Beta Glucan ‘Wellmune’, a natural ingredient, clinically proven to boost the immune system and support your body’s defences.

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WE THINK THATTOO mAny HEAlTH DRInKSOuT THERE ARE GuIlTy OF FAlSE PROmISES. THEy’RE Full OF BAD SuGARS,LOW ON vITAMINS, AND CLAIM FAR TOO MUCH.

NOT OURS. ALIBI CONTAINS NOTHING ARTIFICIALAnD IS PACKED Full OF THE STROnGEST BlEnD

OF VITAmInS, mInERAlSAnD HERBAl EXTRACTS OuT THERE.

Not guilty

oNly the healthy

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There’s something special about our unique PRETOX® blend of vitamins, minerals and herbal ex-tracts. It’s scientifically proven to boost your natural defences before bad – by increasing your body’s natural vitality. And because Alibi contains no artificial stimulants or caffeine, it won’t affect your sleep or cause unnatural energy crashes like other drinks.

PRETOX® is central to what we do – protecting your body’s natural defences, and providing a genuine health solution for busy people on-the-go.

MoRNiNg Kick-start your day with an all-in-one nutrition boost. Charge your body’s defenc-es and prepare yourself for the busy day ahead.

DayBe good to yourself, replenish andregenerate your body. With only 99 Kcal,Alibi makes a great daytime refreshmentwhich helps top up vital nutrients.

NightGet set for whatever the evening has in store. Whether to prepare yourself for a night out or simply to recuperate, it’s always good to have an Alibi.

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DR. Paul ClaytoN PhD Fellow of the Royal Society of Medicine and former Senior Scientific Advisor to the UK Government’s Committee on the Safety of Medicines. Renowned expert in the Pharmacology of Food and author of ‘health Defence’ amongst other health publications

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The war against infectious disease is being lost. All over the world there is a crisis of antibiotic resistance as bacteria formerly susceptible to modern medicine are growing out of control. To make matters worse, there is an increasing risk of new viral diseases never before seen in humans, emerging from the animal kingdom. Some have gone so far as to dub these ‘Armageddon viruses’.

The recent death of a Brit from a Sars-like virus previously only seen in Bats, another from the rare Crimean Congo virus, and the rising tide of antibiotic failures in hospitals and among the public at large, force us to ask how can people’s health and immunity be improved.

Is our food chain to blame? (Partly!) Is the food and drinks industry doing enough to fortify daily consumables with the nutrients we require to stay healthy? (No!) Just look at the nutrition values of the products distributed by major blue chip companies (page 18). They have no mandate to produce healthy food and only few brands stand out from the crowds.

One of them is Alibi. The original PRETOX® drink designed to encourage consumers to be more proactive with regards their daily nutrition and health.

The product not only boasts a multi-functional blend of 19 essential vitamins, minerals and herbal extracts but also Wellmune Beta Glucan. This new nutrient has $300 million of research behind it and is new to the UK market. With such an extensive base behind it, why is a small independent business such as Alibi having to champion this innovation and make better nutrition more widely available? Clue: the big boys don’t want to rock the boat!

Check out our microsite www.pretox.org, developed in conjunction with Dr. Paul Clayton PhD. The site is an information portal designed to highlight the British public’s dangerous love affair with empty calories and promote pretoxing as a means to offset the heavy toll this pays on our health.

Your Health, Your Choice

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DR. GUY MOZOLOWSKI PhD ARCSAlibi’s Head of Research and Development

WHAT IS YOUR INVOLVEMENT WITH ALIBI?

I worked as the lead scientist on the project’s development when it first launched in 2008. I was responsible for the

selection and quantity of functional ingredients within the PRETOX® blend.

WHAT MAKES THE PRETOX® BLEND UNIQUE?

To be honest, there is nothing within Alibi’s blend that would cause any form of metabolic reaction which the body isn’t

capable of on its own. The trick that Alibi pulls is to provide all of the vitamins, cofactors and other micro-nutrition

which are required by the body in order to take maximum advantage of its existing repair mechanisms.

HOW DOES ALIBI HELP THE HUMAN BODY IN THE LONGER TERM?

If you will forgive me for coining a rather simplistic metaphor, a regularly serviced, well maintained car will run

longer and sweeter than one that has been kicked about and neglected. Poor nutrition has a lot to do with modern

day degenerative diseases and diet supplementation is massively overlooked.

So yes, Alibi really does help to look after the body. That said, you can’t go ignoring good old fashioned common

sense – maintain maximum health with a balanced diet and regular exercise.

ARE THERE ANY SITUATIONS IN WHICH YOU THINK ALIBI IS ESPECIALLY BENEFICIAL?

From a personal point of view, I find that it is indispensable in certain situations. I do a frightening amount of

work-related travelling, and while I enjoy it immensely, it has to be said that it can leave you fairly washed out. It’s

an all-in-one health fix, and as such, keeps me perhaps a little sharper than others round the negotiating table.

WOULD YOU RECOMMEND ALIBI?

Certainly, my friends and family are all keen advocates. I am a particular fan of the pomegranate

flavour; on a hot day it’s damn hard to beat.

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What aRe the MoSt iMPoRtaNt NutRitioNal SuPPleMeNtS that SuPPoRt aN aCtiVe liFeStyle?

Our adrenals are responsible for responding to stress and keeping us going. They need plenty of vitamins B, C, E, and minerals like potassium. Stress and illness munch through B vitamins at a rate of knots. Deficiency can be responsible for tiredness, low mood and irritability, enemies of the active lifestyle.

oF all the eXeRCiSe DiSCiPliNeS out theRe, Why DiD you ChooSe to FoCuS oN yoga?

yoga is extraordinary. It transformed my health and body. It appeals to my scientific mind because it’s vastly detailed and, despite its 5000 year plus history, it harnesses physiological wisdom that we are only now starting to discover and use in the gym. It’s more than an exercise system, so it never gets boring either. It’s very empowering. WHAT’S YOUR ADVICE ON PLANNING A HEALTHY DIET AND STICKING TO IT?

The biggest thing is to ask why you want to stick to a healthy diet. Trying to use willpower to change your habits is like trying to support your body weight with your biceps: you could probably do it for a bit, but eventually it will fail. So the trick is to get your subconscious mind on board (that’s the powerhouse) by getting really clear on your why. Then take on change slowly, one change per month. Practice your change every day for 21 days to build a new neural pathway, then it will get easier to stick to. hoW MuCh eXeRCiSe Do you ReCoMMeND eaCh WeeK?

Everyone should be doing some form of exercise every day. This can mean walking for ten minutes or doing a few stretches and some core work in front of the Tv. But do something. Little and often goes a long way. From the age of 20 we produce much less growth hormone, responsible for converting fat to muscle and for keeping us youthful. Exercise is the main way to boost growth hormone. Sit-up anyone?

Dr. Fleur Appleby-Deen works to empower people to find their optimum health and happiness, through her unique combination of yoga, nutrition and traditional medical background. She is passionate about teaching the art of extreme self-care, helping us all to lead lives of wellness, serentiy and inspiration. For more information please visit www.drfleur.co.uk or www.healingdoctors.co.uk

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DR. FLEUR APPLEBY-DEEN MBBS BSc(Hons)Founder of Dr Fleur, Co-Founder of Healing Doctors

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In 2012 Alibi partnered up with Wild Card PR to deliver an integrated press and media campaign to

build brand awareness and engender brand loyalty.

PR PROGRAM

Press kits, tailored stories and news bits were created to educate, engage and entertain. All marketing

communication materials supported the brand’s key uSPs and the PR approach was tailored specifically

to meet the media consumption of Alibi’s target audiences.

MEDIA COLLATERAL

10 feature stories were written for use in custom publications, advertorials and trade communications.

Other collateral included regular newsletters, fact sheets, seasonal photos and visual illustrations.

CONTENT SEEDING

Key campaign messages were also seeded into high profile talk and radio shows as well as consumer

magazines.

The campaign was launched in the UK and France during Q4 2012 and is estimated to have an equivalent

editorial value of £200,000. In addition to a traditional PR outreach, in 2013 we have big plans to step

change engagement levels across all media platforms including social and e-marketing. 2013 will

also see the development of microsites and social media applications for all international distributors.

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From fashion shows to festivals and carnivals to cracking beach parties, one thing is for certain, this year has been filled with events. Featuring once again as the official soft drinks brand of festival tent operator Chai Wallahs, we have been in attendance at the wide majority of the UK’s most upcoming and exciting music festivals. Serving well in excess of 10,000 Alibis over the course of the season, Alibi was the perfect festival fuel this summer!

But the fun didn’t end there. Indeed Alibi continued to support events right thought till the end of end of the year, including of course the great December PRETOX®. Alibi’s local event, the Notting Hill Carnival was a roaring success as Alibi teamed up with E.T.A. as the official soft drink of their private courtyard party. And then during the cold spell of late October, Alibi’s sampling team was to be found at Freeze Festival making sure that the everyone had a vitamin boost before enduring the freezing cold of Battersea Power Station!

In 2013 we’re looking for even greater visibility. If you have an event you think would be perfect for Alibi, drop us a note at info@alibidrink.com.

2012 FeStiValS

Shambala Green ManKendal CallingBeach BreakMannifestBestivalSunrise CelebrationFreeze Festival

2012 Key eVeNtS

Notting Hill CarnivalJolie AperoLeopard and Leotards – Take Heart BallTicket to Ride Season Opening PartyBaseCamp PRETOX PartyElysium Concept ShowSt Andrews Fashion ShowGreat North Run

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eVeNtS atteNDeD: 32 SAMPLES DISTRIBUTED: 300 000

FeStiValS SPoNSoReD: 22

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E.T.A.NOTTING HILLCARNIvALAFTER PARTy

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Notting Hill, LondonHeld each August Bank Holiday since 1966, the Notting Hill Carnival is the largest festival celebration of its kind in Europe. Teaming up with E.T.A. we pretoxed over 5000 revelers both in advance of the big weekend and at the festival’s most popular after party.

E.T.A.NOTTING HILLCARNIvALAFTER PARTy

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TICKETTO RIDE

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Perranporth BeachWest CornwallSummer 2012 saw the active involvement of Alibi with its surf academy sponsor, Ticket to Ride. Hosting threefree surf weekends, the publicgot a chance to experience Alibi under the blazing Cornish sun.

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BEACH BREAK

Pembrey Country Park, Wales

BEACH BREAK

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Pembrey Country Park, WalesBeach Break Live is an award winning

boutique beach side bonanza of magic, mischief and memories. We celebrated the start of summer with a beach party like no

other, combining a killer line up with frivolous fun plus unlimited Alibi.

SHAMBALA

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Market HarboroughNorthamptonshire

As well as being known as a legendary party, Shambala is also a haven for cutting edge theatrics and performance, a thinktank of ideas, and an award winning green event.We love this hughly popular festival and as you can see, their revelers clearly seem to like us too!

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GREEn mAn

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Glanusk ParkWalesThousands of like-minded festival lovers helped celebrate Green Man’s 10th anniversary with a wonderful weekend underneath the soul-stirring beauty of Wales’ breathtaking Black Mountains. Giving the Green Man a green drink, Alibi was always on hand to pretox the party.

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During 2012 we have sponsored a wide variety of interesting businesses, individuals and events with whom we share common values. We received over 200 sponsorship requests from businesses, individuals and charities wanting to align themselves with the Alibi brand and have included below some of this year’s highlights.

At Alibi, we do not sponsor businesses or individuals but instead add value by way of brand association and support. In this way we build and nurture organic relationships with our partners by choosing to work alongside each other. 2013 promises to be another exciting year of partnerships as we look to build on existing relationships and begin new ones with other young, dynamic individuals and enterprises.

BaseCamp

Portobello Pop Up Cinema

Simple Simon

Oxford Fashion Week

Racer Julian Draper

London Santa Run

One Hyde Park

Urban Music Awards

Bar Chicks

JolieBox

Sony Christmas Party

Loaded TV

Snowbombing

Cafe Culture

Another Party

Vegetarian Society

Miss Selfridge Glitz Fix

Popchips

Tasty Little Numbers

Propercorn

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Content marketing is at the heart of our integrated brand marketing strategy, with social media of

course playing a large role. As an indepedent company, we work hard to ensure that our social media

persona matches who we are and how the company is run.

We are not only interested in posting content but are passionate about engaging with our fans; we

share information about the product, the company, the people behind Alibi and other interesting news

bits. As we continue to grow, we will no doubt experiment with other social media channels but always

hone our engagement around our core target audience.

Earlier this summer we created our Instagram account and we use this platform to open and maintain

relationships with new un-tapped audiences. We have profiles on every network, and maintain

conversations with the users that engage with us at each social property in real or near-real time.

We are always looking for feedback from our partners, so please let us know what you think by

tweeting us @alibidrink.

SoCial MeDia CaMPaigNS: 14 SoCial aDVeRtiSiNg: 2 SoCial PaRtNeRShiPS: 11 oNliNe CoNteStS:18

ALIBIDRINK ALIBIDRINK ALIBIDRINK ALIBIDRINK ALIBIDRINK ALIBIDRINK

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We have partnered with the global water crisis charity ‘drop4drop’ - an incredible initiative which strives

to make drinking water available to the developing world. For every can of Alibi sold, we contribute the

same amount of drinking water to impoverished communities around the world through this charity.

2011 Saw the development of Alibi’s first well in Kakinada, a village in West India. This year, Alibi has

committed to create a further 3 wells. We are the first external brand to join drop4drop and together

we plan to make a significant difference to some of the 1.2 billion people in the world currently without

clean water.

In 2012, we have been awarded with the mark of Positive living. Represented by a blue butterfly, it is

awarded to best in class brands and companies that have made a positive impact on people and the

planet.

At Alibi we are proud to use 100% recyclable ‘easy chill’ cans which have the lowest carbon footprint

of all beverage containers.

drop4drop.org

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HOW ARE YOU FAMILIAR WITH THE ALIBI SOFT DRINKS BRAND? Alibi came highly recommended through a friend.

What iS youR ReaSoNiNg FoR StoCKiNg it eXCluSiVely WithiN ohP?Alibi is stocked in the Spa and gym at One Hyde Park; we wanted to find a healthy and delicious non-alcoholic drink as an alternative to bottled water to have in the leisure areas for our residents. Alibi’s sophisticated branding fits in perfectly in its surroundings at One Hyde Park and has proven very popular amongst the residents. I also have a personal stock for my Penthouse at One Hyde Park which is always a popular drink choice with my guests.

HOW WELL IS THE BRAND RECEIVED BY YOUR CLIENTÈLE?It is very well received; no-one can ever believe how good it is for you when it tastes so great!

What WoulD you SuggeSt iS the MoSt PoPulaR uSage oCCaSioN?The most popular usage occasion would be either a soft drink choice at a dinner party or a great pick-me-up during a manic work day at Candy & Candy.

HOW WOULD YOU DESCRIBE THE DRINK TO SOMEONE WHO KNEW NOTHING ABOUT IT?A healthy refreshing drink which keeps you feeling on top!

IF ALIBI WERE TO CREATE A THIRD FLAVOUR, WHAT WOULD YOU MOST LIKE TO SEE?Candy flavour.

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NICK CANDYLuxury Property Developer

Candy &Candy

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