“Retailers are looking to sell more craft beer in keg” Crafted Keg Drive “Retailers are looking to sell more craft beer in keg”

The details… Name : FT Crafted Keg Drive Timing : April / May Beers : Shipyard Pale Ale & Marston’s 61 Deep Supported by Marston’s Pearl Jet; Shipyard Rye Pale Ale; Wychwood King Star Trade incentive : Install any of the above to get 1 x 30l keg free in wk1 Sell 1 x 30l p/w June - August and get another free 30l  keg.                                 Or Sell 1 x 50l p/w June – August and get a free 50l  keg.                                 Glassware and POS to be offered at BDM’s discretion Process: Send in jobcard AND copy in ft.customerservice@marstons.co.uk who will then arrange for the first free 30L to be sent and add to tracker. Cost :                       Brands to fund free stock                                 Trade Marketing to fund initial POS; BDM to fund additional POS Sell in : Full brief on Bubl                                RM Meeting March                                 FT sales follow up brief in March & April meetings Supporting Information : On Trader Crafted Keg Category DPS Bottle samples for 61 Deep and American Pale Ale (Circadian relabelled) Printed out brief on incentive; category support; target outlet and brands. Badges to show the look of the brand

Why Pale Ale? Why Craft Keg? The why… Why our brands? Designed & brewed to appeal to the UK Drinker both through lens design and sessionability. The No.1 craft Keg beer in the On Trade (Shipyard Pale Ale) A beer brewed at lower ABV -tailored for the mainstream lager drinking wanting to move into craft (61 Deep) In their 3 recognised styles (IPA, APA, PA), Pale Ale’s make up 55% of all craft keg ale 4 out of 10 beer drinkers leave the pub/ bar or drink less if their preferred style isn’t available. 57% volume growth and now equating for 41% of all craft beer (up from 15% in 2012) Driven by brands such as Shipyard Pale Ale, Meantime London Pale Ale & Brooklyn Lager

The where… Target 2 Utilise brand story of both 61 Deep and Shipyard to premiumise what could be a unbalanced range Target 1 Craft conversation – story telling and detailed beer information. Rotation extremely likely Premium City Bar Traditional Tap House Student Bars Town Centre/ Circuit Bars Rural Character Venue style Target 3 Modernise their drinks range by targeting smooth flow and/ or over stocked mainstream lagers Destination food Community Wet Community Food Night Club / Music led Restaurant Hotel Social Club Venues Range style

The what… Shipyard Rye Pale Ale Shipyard Pale Ale King Star Lager Lagunitas IPA Sierra Nevada Pale Ale Shipyard Rye Pale Ale Anchor Steam Shipyard Pale Ale More consumers are switching from Standard Lager into Craft than any other category Peroni Vedett Meantime Pale Ale Camden Pale Warsteiner King Star Lager Erdinger Weissbier Purity Longhorn IPA Brewdog Punk IPA Charles Wells DNA Marston’s 61 Deep Thornbridge Jaipur Craft authenticity Blue Moon Kaltenberg Kronenbourg 1664 Fosters Carlsberg Export Carling Carlsberg Craft cask Worthington’s Premium pricing John Smiths Smooth Tetley’s Smooth

The supporting cast… Format Share of Total Craft Beer (MAT) Top 10 Craft Ale’s (exc. Craft Lager) & MAT change 1 Shipyard American Pale Ale 131.6% 2 Meantime Pale Ale 96.4% 3 Brewdog Punk IPA 98.8% 4 Devils Backbone American IPA 54.2% 5 Purity Longhorn IPA 63.6% 6 Greene King East Coast IPA 170.2% 7 Meantime Yakima Red 29.1% 8 Goose Island IPA -44.4% 9 Caledonian Coast to Coast N/A 10 Williams Brothers Joker IPA 278.4% Format Share of Total Craft Beer (MAT) Source: Kantar Alcovision Feb 2016 Craft Share of Total Beer Volume (MAT)

The contacts… POS / Sample stock queries – Hayley Cox Category Insight / Performance – Thom Winter Brand Specific information & support 61 Deep – Kirsty Polmeer Shipyard Pale Ale – Alex Harrison Pearl Jet – Kirsty Polmeer Shipyard Rye Pale Ale – Alex Harrison Wychwood King Star – Gordon Keen