Sources: Nielsen Homescan Premium, Nielsen RMS xAOC+Conv+Liquor W/E 11/30/2019 + YA, 2YA, 3YA, Beer Marketer’s Insights Beer Industry Update

REPEAT BUYERSBeer drives higher repeat buyers than wine & spirits

BASKET RINGSBeer delivers a high value basket ring

Off-Premise / Mass

+59%WITHOUT BEER

5$5.29WITH BEER

8$7.6945.9%39.2%

52.0%

MORE SHOPPERS, MORE OFTENBeer reaches the highest number of consumers and drives the most trips

15.8%

12.4%

4.9%

Household Penetration 2019

4.2

3.3 2.9

Beer Drives the Most Trips

% YOY Change for

Beer

6.4%

Beer Buyers Trip Frequency on the Rise

$36,331,182

$37,327,494

$37,791,605 $38,131,900

$39,347,616

'17'18

'19

'16

'15

AND GROWINGBeer $ Sales Trend ('000)

5-YEAR CAGR

+1.6%47%

16%

37%

%CONSUMPTION

45%

17%

38%

%DOLLARS

BEER’S #1Beer is the largest alcohol beverage category

BEER BRIEF

68.5%

49.3% 44.6%

BUYER CONVERSIONBeer has higher conversion compared to wine & spirits

DISPLAYS WITH FEATURES GENERATE HIGHER LIFTFeatures increase lift for beer on display

Without Feature

4%

With Feature29%

Displays with features generate

7.1 times more lift

MORE: • MERCHANDISING OPPORTUNITIES

• PROMOTIONAL FREQUENCY

• ADS

• DISPLAYS WITH FEATURES

• SPACE

OUR ASK:

Beer shoppers spend more $ on beer

Beer on display with feature generates high lift

Beer drives the most tripsBeer reaches the highest number of consumers

Sources: Nielsen Homescan Premium, Nielsen RMS xAOC+Conv+Liquor W/E 11/30/2019 +YA, 2YA, 3YA, Beer Marketer’s Insights Beer Industry UpdateNielsen is a global measurement and data analytics company that provides a complete and trusted view of consumers and markets worldwide.

Our approach marries proprietary Nielsen data with other data sources to help clients understand what’s happening now, what’s happening next, and how to best act on this knowledge at a national, regional and local market level.

SATISFACTIONMore consumers satisfy their bev al needs with beer

35.5%30.2%

16.1%