T3’ 18 HEINEKEN® HolidayNATIONAL SELL SHEET

During the holiday season, it’s easy to get caught up in the pressure of extravagantly wrapped presents, but at

Heineken, we believe that it’s what’s on the inside that matters most. So this season, we’re asking consumers to see past the trimmings and inspire them to open a cold

Heineken® and…

WHY IMPORTS

Source: 1) Nielsen Total US Grocery 26 we 3.17.18, 2) Info Scout Panel 3.2018, 3) Nielsen FDCM+ YTD 3.18, 4) Nielsen Panel 2017

WHY HEINEKEN®

©2018 HEINEKEN® Lager Beer. Brewed in Holland. Imported by HEINEKEN USA Inc., White Plains, NY.

Imports are growing +2.3% while Total Beer continues to

decline, -1.2%1

Import Shoppers SHOP MORE & SPEND MORE versus average Beer Shopper+7% trips and +11% buy rate2

Heineken® remains the #1European Import.3

Heineken® Light is the #1 best-tasting Light beer.

Heineken® buyers make 25% more trips and spend 27% more on beer

throughout the year than the average Import Shopper2

Heineken® delivers 14% higher promotional $ lift vs. the Import

segment1

Greater number of repeat buyers and loyal

drinkers vs. other leading European

Import4

HEINEKEN® HOLIDAYCELEBRATE WHAT’S INSIDE

ACTION STEPS

HOW IT WORKS

REASON TO BELIEVE

71%60%

ON-PREMISE

ORDER WINDOW

6/11 – 6/22

EXECUTION WINDOW

November - December

©2018 HEINEKEN® Lager Beer. Brewed in Holland. Imported by HEINEKEN USA Inc., White Plains, NY.

OFF-PREMISE PARTNERSHIP OFF-PREMISE VISIBILITY

HOLIDAY PACKAGING

ON-PREMISE DIGITAL

ENGAGEMENT & BARSTAFF

HOLIDAY EDUCATION KIT

RETAIL THEATER & DISPLAY

SUPPORT

$17MM ATL INVESTMENTW/ MAGNUM FEATURED

SOCIAL MEDIA

POS & VISIBILITY

MERCHANDISE FOR

ON-PREMISE

SPIRITS OFF-PREM PARTNERSHIP

Users who Shazam a bottle get a $5 Uber

credit (while supplies last)

Cross-merch offer with spirits brands; co-display with POS

Refer to Partnership Sell Sheet for details

$10

CODE

Visibility POS for Large and Small-format channels