1 Group Market Development USA, EFES Russian Brands Challenge

2 Group Market Development ANADOLU EFES Operation in 16 Countries

3 Group Market Development ANADOLU EFES: Multinational Experience Europe’s 6th, World’s 12th largest brewer 5th largest Coca-Cola bottler in the Cola system Serves over 670 million people globally Enjoys synergies with SABMiller and The Coca-Cola Company Operating in markets with growth potential indicated by low per capita consumption levels Total sales volume in 2015 was 8.9 billion liters of beer and soft drinks Generated over $ 3.5 billion net sales revenue and over $ 600 million consolidated EBITDA

4 Group Market Development EFES Brand : Flagship of Anadolu Efes #1 Mediterranean Beer Brand #1 Turkish Beer Brand #4 European Beer Brand Quality and taste rewards from Monde Selection & iTQi; 23 Gold, 28 Silver, 4 Bronze medal from 1969 to 2016 EFES BRAND FACTS

5 Group Market Development EFES Global INTERNATIONALLY PRESENT BEER BRAND 66 COUNTRIES

6 Group Market Development US: BALTIKA Sales, Distribution and Marketing Acitivities RTM - *THE THREE TIER DISTRIBUTION SYSTEM Execution Importer WholesalerRetailer *The importer can sell their products only to wholesale distributors who then sell to retailers, and only retailers may sell to consumers. Baltika is investing the brand by air on Russian TV and radio channels, newspaper & billboards adv., car wrapping and pushing the sales with POSM, consumer & trade promotions Baltika estimated sales in 2015 is ~ 2 m LT with 81 containers exported to USA 2 Importers serviced in 38 states -Donya Company East Coast states -Apollo Company West Coast states Retailer ~5.066 outlets in 38 states 60% of Baltika selling stores located in WA, AK, PA, NY, KY, CA, NJ Wholesaler ~28 main wholesalers covering Baltika states

7 Group Market Development 3,1 m.people Russian– 1% of US population Where to play: East & West coast WA 19%, AK 11%, PA 10%, NY 6%, KY 6%, CA 5%, NJ 5% FL, TX, MD, OR, OH, MA, IL, ND, SD, RI, SC CO, AZ, TN, WI, MN, MO, MD, VA, CT, NC, GA high density medium low EFES Sales & Distribution TargetsRegions with segnificant population EFES focus areas Overlap of states with high and medium density Russian community & Baltika focus areas (Contacted Baltica Importer&Wholesalers and agreed 2 of them) California IllinoisIndiana Kentucky New York North Dakota Ohio Oregon Pennsylvania South Dakota Texas Washington Importer 2 Apollo Company Florida SC Importer 1 Aiko Company Tennessee Colorado Arizona Wisconsin Minnesota NCNC Missouri Virginia Georgia Alaska 2 importers Aiko Company East Coast states Apollo Company West Coast states Retailers ~100 outlets in 2 states Wholesalers ~6 wholesalers in 2 states Alaska Today ~20 main wholesalers in 7 states to reach former Soviet Union ethnic channels ~1.000 outlets in selected states 2 importers Aiko Company East Coast states Apollo Company West Coast states 2016 Target

8 Group Market Development 4P Analysis BaltikaEFES Product Focus: Baltika 7 Tactical: Baltika 4-9 VFM: Zhigulevskoe Strong Russian brands portfolio: Stary Melnik Zolotaya Bochka Zhigulevskoe Empower with CRAFT: 387 (unique Ru proposition) Promo Baltika the only available Russian brand for years. Built with sustained brand support targeting Ru population, both ATL & BTL. Match support (provisioned 10% of NS): Incentives to trade partners Trade: posm, promos, multipacks, activations -> trial ATL (well timed): targeted ethnic channels: TV, radio, print -> awareness Place TT, On and MT; primarily focused on ethnic outlets, serviced through effective RTM. Increase to 30% NS of Baltika outlets in 2016; target 90% of in 2020; Targeted listings in Ethnic chains & Modern Trade channels Price High price point 1,9$ per 50cl bottle; Baltika 4-7-9, 100% PI Better offer Price competitive 90% index to Baltika RTM Well established RTM reaching 5,000 outlets in over 30 states. Time proven and optimized. RTM set up is critical enabler of unlocking potential; enhancing network and footprint are priorities. EFES, how to play: RTM set up critical; brands, price, support enabling superior offer

9 Group Market Development Tap Baltika RTM by making superior Rus offer × The current prices are not giving superior offer. Repositioning 90% price index versus Baltika 7

10 Group Market Development More Affordable. Aggressive pricing in early stage, to be reviewed for revenue generation in later years Rus Brands in US vision: ‘5 in 5’ Availability(#outlet) Target Execution 0,5 m LT m LT m LT m LT m LT 2020 Key enablers to reach ‘5m in 5y’ More Available - continuously improve our network with trade partners and contact with new outlets. TOP PRIORITY! 1% → 20%  80% PI %121 → 90% More Support Win - Win longterm trade partners 10% of NS for promotional support

11 Group Market Development Opportunity Background & Tactical questions; 1)Baltika RTM -List of importers and wholesalers with addresses’ -List of retailers & On trade and Off trade -Shelf prices 2)Value chain: Trade structure of Baltika, the margins of importers/ wholesalers / retailers 3)Sales volumes Baltika exported in , SKU split sales by channel (multiple sources, TTB import data + others) 4)Marketing activities of Baltica and budget spent last three years 5)Russian population: information, the locations, beer consumer habits. 6)Russian ethnic outlets: chain or independent (most relevant) – key targets 7)RU media channels: TV, radio, print, digital is specific

12 Group Market Development Baltika free ride with established RTM and sustained brand supportBaltika free ride with established RTM and sustained brand support –RTM: 3 tier model; 2 importers -> 28 wholesale -> 5k outlets –High est. yearly volume sold, Where to Play is at overlap of high density Ru areas and Balika strongholdsWhere to Play is at overlap of high density Ru areas and Balika strongholds –Core target initial phase: West states (WA, AK, CA) + East (NY, PA) –Status: 2 importers, 6 wholesales, 200 outlets targets: 2, 20, 1000 (ethnic); vol. 500k Lt. How to Play: tap Baltika RTM, make superior Rus offerHow to Play: tap Baltika RTM, make superior Rus offer –Strong brands: SM, ZoBo, Zhig, 387 –Price competitive: 90% vs Baltika 7 –Match brand support: 10% of net sales –RTM set up is critical, continuous focus to enhance network, create strong footprint on ground  Task force: “Innovation Olympics” teams Vision: “5m in 5y”Vision: “5m in 5y” Russian brands in US: early stage of unlocking potential, focus is RTM set up

13 Group Market Development Innovation Intent & Challenge Statement I. Where to Play? Geographical targets, cities to winsGeographical targets, cities to wins Russian communitiesRussian communities II. How to Play? Route-to-Market set up accelerationRoute-to-Market set up acceleration –Trade partners network built up –Channels Portfolio: brands, skusPortfolio: brands, skus SupportSupport PricePrice  Volume –As real as it gets: commission based on incremental business