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Taste Profile and Description• Flavor Profile: Corona Light has a uniquely
refreshing taste, pleasant fruit-honey malt aroma with a clean and crisp finish
• Style: Pilsner style lager• Color: Light golden hue • Specifications: 99 calories per 12oz serving, 4.1%
alcohol by volume• Overview: Corona Light’s premium import taste
offers a refreshing change of pace from ordinary domestic lights. It was introduced in the United States in 1989 and became the first imported beer to sell more than one million cases in it’s first full year of distribution. Corona Light now sells over thirteen million cases and is larger than the next two high-end light beers combined. Corona Light is truly, America’s #1 imported light beer!
2Sources: 1. IRI Total U.S. MULC YTD Ending Nov 4 th 2012 2. Crown internal data 2012 BAR Case Equiv Depletions
Key Takeaway:Capitalize on increased media investment by carrying and promoting Corona Light which, will drive higher guest checks and profit!
National TV
Kenny Chesney National Tour Sponsorship
Corona Light Increasing Media Spend +9%; Driving Greater Consumer Awareness and Sales!
3
Apr May Jun Jul Aug Sept Oct Nov
Video / Digital (12 weeks)Sports Continuity (12 weeks)
NBA PlayoffsMLB Regular Season
Key Takeaway:
Capitalize on Corona Light’s advertising on high visibility properties like the NFL, NBA and MLB by featuring Corona Light during games to boost guest check averages, and profit!
4
2013 Corona Light National Calendar
5
Additional Marketing Support
New Graphic templates and OOH:
New 99 Calorie Messaging
New Facebook App (Now over 425K Facebook
Fans!)
Big Brands Have Something in Common, They Sell Well in Both The On and Off-Sale
7Source: NPD Group Beverage Alcohol Report - A Review of Beer - October 2012
Be
er
Usa
ge
Aw
ay
Fro
m H
om
e (
Sa
mp
le a
vg.=
1.6
%)
Exa
mp
le:
Ap
ple
be
e’s
Beer Usage At Home (Sample avg. = 1.8%) Example: KrogerKey Takeaway:
• Brands located on or near the axis line demonstrate equal popularity in the On and Off-Sale which, indicates high household penetration
• Trade-Up your domestic light beer drinkers to High-End light brands like Corona Light to increase guest check averages and profit!
Bud Light
Miller Lite Coors Light
Yuengling
Michelob Ultra
8
Pricing and Assortment Important to Consumers When Deciding Where to Go On-Premise
Most Motivating Reasons to Choose a Place that Serves Alcohol:
Source: NPD Group, Beverage Alcohol Report Feb 2012Notes: At Least 25% Mentioning, Among Those Ordering Alcohol Away from Home – - 21-34 Year Olds (n=3,263)
Key Learning's: • Besides pricing, 25% said
“Variety of brands of my alcohol” influence where they go
• 28% of consumers said “Having my brand of alcohol” is important in their decision
• Carry and feature Corona Light to help bring more consumers into your establishment and maximize sales!
Corona Light is BIGGER than these Other Popular High-End Brands!
Key Takeaway: Carrying Corona Light satisfies consumer preference and drives increased guest checks and profit!
9Source: IRI Total U.S. MULC YTD Ending Nov 4th 2012
10
High-End Beer Velocity Growing
Key Takeaways:High-End beer velocity growing, driven by import lights (Highest drinks per
occasion since 2010)Domestic Lights declining, most recent quarter lowest number on tracker (2.4)Expand High-End Light assortment with brands like Corona Light to increase
guest check totals and profit!
Average # of Drinks ConsumedBase: Occasions that include each type of drink
Occasions3Q09
4Q09
1Q10
2Q10
3Q10
4Q10
1Q11
2Q11 3Q 11 4Q 11 1Q 12 2Q 12
Domestic Light2.8 2.9
2.62.9 2.6 2.8 2.6 2.6 2.5 2.6 2.5 2.4
Domestic Full Calorie 2.6 2.7
2.62.8 2.5 2.8 2.4 2.6 2.5 2.4 2.2 2.3
Imported Full Calorie 2.2 2.1
2.22.3 2.0 2.1 2.1 2.1 2.0 2.1 1.9 2.0
Imported Light1.7 2.1
1.72.6 2.1 2.2 1.9 2.0 1.9 2.0 1.7 2.2
Craft/ Microbrew1.7 2.0
1.92.4 1.9 1.9 1.8 2.2 1.9 1.8 1.9 1.8
Source: Technomic Co-Pilot Study 2012 10
Invest in High-End Light Beers For Long-Term Profitable Growth
11Sources: IRI Food/Drug Dollar Sales YTD Ending Oct 7th 2012 Beer Institute On-Premise case equivalent depletions YTDSept12 Profit projections estimated based on High-End Light category
Key Takeaway:• High-End light beer underdeveloped vs. domestic premium light beers• Each share point of domestic light traded-up to High-End light could
generate $13.8 Million Dollars of incremental profit!
Corona Light #2 High-End Light Beer and 2X Bigger Than the Next Closest Brand!
Source: IRI Total U.S. MULC YTD Ending Nov 4th 2012 Notes: 1. Sales velocity calculated using dollars per point of avg. wkly ACV wtd. dist 2. Top High-End Light Beer Brands Excludes Premium Domestic Extensions
Key Takeaway:• Corona Light is one of only two
High-End light brands growing• Add Corona Light to your
High-End light beer assortment to trade-up domestic light drinkers and drive larger guest check averages and profit!
12
5-yr High-End Light Sales Comparison
13
Key Takeaway:• Corona Light continues to grow while other high-end light brands decline• Include Corona Light in your high-end light beer assortment for long-term
growth and increased profits!Source: 2011 Beer Marketers Insights Annual Shipments
Sh
ipm
en
ts -
Ca
se E
qu
iv V
olu
me
+17.9%
-47.6%
-18.0%
-66.3%
5-year comparison
14
Corona Light Most Popular Import Light Beer and Adding Occasions
Key Takeaways:• While “Legacy” import light beers decline in their popularity/occasions…Corona Light
increases it’s dominant share of occasions and is accelerating!• Include Corona Light in your import light beer assortment and feature offering to
drive higher guest check averages and Profit!
4Q - 2010 2Q - 2011 4Q - 2011 2Q - 2012
39% 34% 41% 49%
29 26 32 26
16 23 14 13
- - - 3
Other 16 17 13 11
100% 100% 100% 100%
Source: Technomic Co-Pilot Study 2012Notes: (based upon all beer occasions where the brand is consumed/ordered). Occasions defined as when import light beers are ordered
% of Occasions That Included Each BrandBase occasions that include each type of import light beer
14
Corona Light Growing in all On-Premise Segments
15
Key Takeaway:Capitalize on Corona Light’s channel success by carrying and promoting Corona Light to drive higher guest check averages and PROFIT!
Source: Crown Internal Data, BAR Report, Equivalent Corona Light Depletions YTD Oct-12
Corona Light Most Preferred Light Beer Among Millennial Consumers!
% of On-Premise Consumers Age 21-29 Preference per Light Beer Brand
Source: Technomic, 2Q 2012 16
Key Takeaway:• When all top four light beers are offered…consumers choose Corona Light• Carry and promote Corona Light to drive bigger guest checks and profit!
Corona Light Consumers are Brand Loyal and Likely To Re-Purchase
17
70% Of Corona Light drinkers say they are “Very likely” to re-purchase
Source: Technomic Co-Pilot Study 2Qtr 2012Note: Question asked consumers, Likelihood of Re-Purchase Base: occasions that include each type of beer
Key Takeaway:Include Corona Light in your high-end light beer assortment for long-term growth and profits!
Corona Light Popular With Men and Women!
Source: NPD Group BAR: Beverage Alcohol Report - The Landscape - February 2012Note: Base: Past 3 Month Beer Drinkers Away From Home 18
Ran
k O
rder
of F
avor
ite B
eers
Aw
ay fr
om H
ome
- Am
ong
Pas
t 3 M
onth
Drin
kers
of B
eer A
way
from
Hom
e -
1 Corona Light2 Samuel Adams3 Samuel Adams Boston Lager4 Dos Equis (Dos XX)5 Michelob Light6 Newcastle Brown Ale7 Amstel Light8 Fat Tire9 Shiner Bock
10 Bass Ale11 Labatt Blue12 Sierra Nevada13 Foster's14 Killian's15 Abita16 Leinenkugels (any variety)17 Michelob Amber Bock18 Shock Top19 Heineken Light20 Hoegaarden
Female Sub-Set Ranking (n=1,759)
• Key Learning:• Corona Light very popular with
Females, ahead of many popular High-End brands
• Take advantage of Corona Lights wide appeal to increase guest checks and profit!
20
Permanent P.O.S. and Graphic Template
CL Backlit Menu Board
CL Illuminated Backbar
CL Illuminated Btl Cap
CL 30“ and 72” Bottle Inflatable
CL Flip Flop Inflatable
CL A-Frame Menu Board
CL Oversized Btl Wooden
CL Wooden TT
20
Graphic Templates
21
Permanent P.O.S.
CL Can Mirror
CL Dominator Mirror
CL Brushed Aluminum Bucket
CL Can Backlit Can w/Neon CL Logo Dominator LED
Corona Light Mini
CL Palm Tree
CL Wave Dominator
CL Btl Tacker
CL Can Tacker
21
Featuring a $4 Btlof Corona Light
Delivers More PROFIT!
Featuring a $4 Btlof Corona Light
Delivers More PROFIT!
Corona Case Study: $4 Corona Light vs. Domestic
Draft
Source: Crown Imports internal data and national estimates Oct 2012
As compared to draft beer, Corona Light
increases guest checks and delivers 79% more profit!
The Details: Profit margin per case (equivalent)
Corona Light bottles @ $4: $70
Domestic draft @ $3/pint : $39
Profits from 1 case of Corona Light (24 bottles) equals 32 pints of draft
The Details: Profit margin per case (equivalent)
Corona Light bottles @ $4: $70
Domestic draft @ $3/pint : $39
Profits from 1 case of Corona Light (24 bottles) equals 32 pints of draft
COGS CL Bottle: $1.08/btHalf bbl : $.051/oz
23
Corona Case Study: $4.50 Corona Light vs. Domestic
Draft
Source: Crown Imports internal data and national estimates Oct 2012
As compared to draft beer, Corona Light increases guest checks
and delivers over 2X more profit!
The Details: Profit margin per case (equivalent)
Corona Light bottles @ $4.50: $82
Domestic draft @ $3/pint : $39
Profits from 1 case of Corona Light (24 bottles) equals 37 pints of draft
The Details: Profit margin per case (equivalent)
Corona Light bottles @ $4.50: $82
Domestic draft @ $3/pint : $39
Profits from 1 case of Corona Light (24 bottles) equals 37 pints of draft
COGS CL Bottle: $1.08/btlHalf bbl : $.051/oz
24
Featuring a $4.50 Btlof Corona Light
Delivers More PROFIT!
Featuring a $4.50 Btlof Corona Light
Delivers More PROFIT!
Corona Case Study: $4 Corona Light vs. Domestic
Bottles
Source: Crown Imports internal data and national estimates Oct 2012
As compared to domestic bottles, Corona Light increases guest checks and delivers 27% more
profit!The Details: Profit margin per case (equivalent)
Corona Light bottles @ $4: $70
Domestic bottles @ $3: $55
Profits from 1 case of Corona Light (24 bottles) equals 31 bottles of domestic beer
The Details: Profit margin per case (equivalent)
Corona Light bottles @ $4: $70
Domestic bottles @ $3: $55
Profits from 1 case of Corona Light (24 bottles) equals 31 bottles of domestic beer
COGS CL Bttl: $1.08Domestic Bttl: : $0.72
25
Featuring a $4 Btlof Corona Light
Delivers More PROFIT!
Featuring a $4 Btlof Corona Light
Delivers More PROFIT!
Corona Case Study: $4.50 Corona Light vs. Domestic
Bottles
Source: Crown Imports internal data and national estimates Oct 2012
As compared to domestic bottles, Corona Light increases guest checks and deliver 49% more
profit!The Details: Profit margin per case (equivalent)
Corona Light bottles @ $4.50: $82
Domestic bottles @ $3: $55
Profits from 1 case of Corona Light (24 bottles) equals 36 bottles of domestic beer
The Details: Profit margin per case (equivalent)
Corona Light bottles @ $4.50: $82
Domestic bottles @ $3: $55
Profits from 1 case of Corona Light (24 bottles) equals 36 bottles of domestic beer
COGS CL Btl: $1.08Domestic Bttl: : $0.72
26
Featuring a $4.50 Btl of Corona Light
Delivers More PROFIT!
Featuring a $4.50 Btl of Corona Light
Delivers More PROFIT!
27
Over One-Third of all Import Lights Purchased is a Corona Light
Case Share of Import Light Segment Total US –Off-Premise
If an account carries any Import Light, IT SHOULD BE CORONA LIGHT!
Heineken Premium Light
Labatt Blue Light
OtherAmstel Light
Source: IRI Total U.S. MULC Case Sales YTD Ending Nov 4 th 2012
Corona Light is BIGGER than these Other Popular High-End Brands!
Key Takeaway: Carry and feature Corona Light to maximize assortment and drive larger guest checks, increased revenue and profit!
30Source: IRI Total U.S. MULC YTD Ending Nov 4th 2012
$136,678,200
$158,930,400
$140,519,800
$163,280,200
$100,282,200
$53,197,930
$59,158,160
$24,506,830
$67,762,030
$180,267,700