2013 Incentives

11/28/2012

BIG BET Incentives – Tri 1 2013National Big Bet

Bud Light NFL Fast Start National Big Bet

Bud Light Project StarkNational Big Bet

Bud MLBNational Big BetBud Light Project Stark

National Big BetBud MLB

Region Game Plan #1 Region Game Plan #2National Big BetBud Light HalloweenNational Big Bet

Bud Light NFL Fast Start National Big Bet

Innovation

December 31 – February 2 February - March

Region IncentivesAligned with Big Bets, KPIs, Region Priorities

Wholesaler In-House IncentivesAligned with Region and local Priorities, KPIs

Timing: 5 weeks preceding Super Bowl

(December 31 – February 2)

Criteria:

1. BL Mega Brands Trend (70%)• Bud Light, Bud Light Lime, Bud Light Platinum, Lime-a Rita, Bud Light Chelada

2. Bud Mega Brand Trend (30%)• Budweiser, Black Crown, Bud Project 12, Bud Chelada, Chelada Picante

3. BL Super Bowl Game Plan Execution (95% Required to Qualify)

Tie Breaker – BL Mega Brands Trend

Winners:Grand Prize – Top ranked based on below objective execution qualifiers:

• Must have 95% or higher in objective execution to qualify – (Targeting: 40% in week #1, 70% in week #2 & 90% in week #3)

• #1 rank BL Mega Trend (70%) & Bud Mega Trend (30%) per volume group

“Wild Card” – Random draw of all other wholesalers that meet below criteria:

• 95% or higher in objective execution to qualify

• Must be positive Bud Light Mega Trend

Bud Light NFL Fast Start Incentive

GRAND PRIZE: NFL Draft/NYC Experience (Wed., April 24 – Sat., April 27)

Winners: 3 per Region + 1 Region Wild Card Winner 32 Sales Managers + Guest

2012 Winner Feedback survey results: Score of 4.6 out of 5 satisfaction with the trip“Trip of a Lifetime”

“Thanks to everyone from A-B that planned this amazing trip”!

“This was a great trip. Thank you AB and Bud Light”.

“Thank you for the NFL Draft Experience! I will never forget it!”

Bud Light NFL Fast Start Incentive

BIG BET Incentives – Tri 1 2013National Big Bet

Bud Light NFL Fast Start National Big Bet

Bud Light Project StarkNational Big Bet

Bud MLBNational Big BetBud Light Project Stark

National Big BetBud MLB

Region Game Plan #1 Region Game Plan #2National Big BetBud Light HalloweenNational Big Bet

Bud Light NFL Fast Start National Big Bet

Innovation

Region IncentivesAligned with Big Bets, KPIs, Region Priorities

Wholesaler In-House IncentivesAligned with Region and local Priorities, KPIs

December 31 – February 2 February - March

Timing: February – March

Criteria :(Budweiser Black Crown, Becks Sapphire, Bud Light Platinum)1. BC, Platinum, Sapphire Volume vs. Budget (60% weight) 2. Black Crown KOD Execution (targeted distribution) (30% weight)3. Beck’s Sapphire KOD Execution (targeted distribution) (10% weight)*Tie Breaker: Volume versus Budget

Grand Prize Winners• Top 2 in each volume group wins grand prize

Quick Start Incentive: • Top wholesalers per volume group in February win quick start prize

• Top 10 winners in each volume group….30 total wholesalers• 60 total prizes per Region

* If wholesaler does not have Beck’s Sapphire Black Crown weights 40%

Innovations Incentive

GRAND PRIZE: Sapphire Resort Luxury VacationLate April / May 2013

SM Winners: 6 per Region (2 per volume group) 48 Sales Managers + Guest to attend

Sapphire Resort, Riviera Maya, Mexico• 4 Day all inclusive beach front resort accommodations• Beautiful pools and beaches• Four Diamond Award – AAA, Certificate of Excellence Award

Innovations Incentive

Timing: February – Quick Start

Criteria :1. BC, Platinum, Sapphire Volume vs. Budget (60% weight) 2. Black Crown KOD Execution (30% weight)3. Beck’s Sapphire KOD Execution (10% weight)*Tie Breaker: Volume versus Budget

Winners:– Top 10 winners in each volume group

• Large volume group…3 iPad Mini per wholesaler• Medium volume group…2 iPad Mini per wholesaler• Small volume group…1 iPad Mini per wholesaler

Prize: iPad Mini~ 32 GB, engraved iPad Mini~ WiFi~ Other features

Innovations Incentive

Awarding 500 iPad Mini (60 per Region + 20 NRS)