Lager has seen strong growth in total market – driven by World Beer Category Hierarchy – Total Market It feels like I’ve missed it off the agenda for a while and it would be good to get a feel of some of the top line numbers, covering……   Total PBA & World lager performance Top performers Can & Mini keg overview Mixed packs c. 30 minutes sufficient, although more time is available if required and are you ok for time to pull this together this week? Plenty of freedom to put together what you think would be useful for the team. Source: IRI All Outlets, 52 weeks, 15 September 2018. Sales (£millions)

World Beer NAB LAB

World Beer 2018 volume for May through August was much higher than previous years Source: IRI Major Multiples, 52 weeks, 15 September 2018. Volume (Litres)

Category IRI Reports/Sku.4we.ValVol PIVOT The World Cup & exceptionally hot weather was the driving force behind growth from May to August, this has dropped off slightly in September. Source: IRI Major Multiples, 52 weeks, 15 September 2018. Sales (£millions)

Latest 52wks MAT Value (£) World Beer Top 20 Brands Latest 52wks MAT Value (£) Long tail of SKUs Source: IRI All Outlets, 52 weeks, 13 October 2018. Sales (£millions)

World Beer Pack Formats catering for different Shoppers 10X330 CAN 6X330 CAN YOUNGER SINGLE BOTTLE MORE AFFLUENT 18X330 BOTTLE 4x330 BOTTLE 12X330 BOTTLE 6X250 BOTTLE Id - PW_1121pp Source, Aimia Sainsburys, 26we 13 Oct 2018

Premium Bottled Ale NAB LAB

Category IRI Reports/Sku.4we.ValVol PIVOT Premium Bottled Ale has seen declining sales in the middle of 2017, sales have now moved back into growth this year. Source: IRI Major Multiples, 52 weeks, 15 September 2018. Sales (£millions)

Premium Canned Ale NAB LAB

Category IRI Reports/Sku.4we.ValVol PIVOT Premium Canned Ale has shown strong growth over the last 2 years, where as Smooth/Standard Canned Ale hasn’t fared so well. Source: IRI Major Multiples, 52 weeks, 15 September 2018. Sales (£millions)

Premium Canned Ale - Top Performers Strong growth on McEwan’s Export and also on Hobgoblin Gold Source: IRI All Outlets, 52 weeks, 15 September 2018. Sales (£millions)

Premium Canned Ale is dominated by 4 count packs. Sales Share by Pack Count Source: IRI Major Multiples, 52 weeks, 15 September 2018. Sales (£millions)

4 Pack Cans - Top performing Ale Brands - Top 15 (+ Wainwright) 4 Packs - The top 5 brands account for over 50% of value, there is a long tail of SKUs. 4 Pack Cans - Top performing Ale Brands - Top 15 (+ Wainwright) When looking at sales since launch Doom Bar has made a big impact. 6.1% share of sales. #4 brand ahead of Hobgoblin Ruby 1 2 3 4 5 6 7 8 9 10 11 12 14 15 21 Source: IRI All Outlets, 52 weeks, 15 September 2018. Sales (£millions)

One third of drinkers purchase ale in canned format, a large proportion ONLY buy ale in this format. 14% of shoppers based on Kantar data only buy Ale in can format 12% of drinkers state that they only purchase Ale in cans Q7. Which of the following types of alcohol have you purchased and drunk at home in the past month? Base: 871 One third purchase ale in can format, many of these in tandem with bottle. Source: Eureka! MBC Ale Drinker Survey 2018. Source: Kantar WPO

Canned Ale drinkers purchase more frequently than Bottles Ale drinkers Source: Eureka! MBC Ale Drinker Survey 2018.

Mini Kegs

Keg Top 10 Last 52 Weeks Old Speckled Hen £781k Kopparberg Mix £679k Budvar £634k Wainwright Ale £500k Desperados £468k Hobgoblin £421k Stella Artois £372k Shipyard £345k Kopparberg S&L £304k Black Sheep £270k

Shopper Life stage by Key Brand Ale appeals more to older shoppers, while Lager to singles/ couples, while Kopparberg very distinctly different. Opportunity for Shipyard in other accounts outside of Morrisons?

Old Speckled Hen Repertoire Keg shoppers are less likely to be Multipack shoppers vs singles. The majority of the Keg shoppers are actually exclusive to that format.

Basket Analysis – Total 5l Kegs Kegs very much a social experience, with BBQ and disposable party items featuring in the same baskets. How can we make more of this BBQ / Socialising opportunity across our brands?

Performance Summary GB - Beer Category Report Total Items Change = 9.3% Actual | Total Market | 24 w/e | 09 Sep 18 | Spend (£000) Report Description - How is my product performing? Id - PW_6401arp © Kantar Worldpanel

The main drivers of category performance. GB - Beer Category Report Total Market | 24 w/e | 09 Sep 18 | Net Change Actual | Spend (£000) Report Description - What are the main drivers of change for products in my market? 3.  Total switching – this represents the net change in sales for the selected product through a direct steal or loss from/to other products 4.  Shoppers held – this represents a net change in sales from consumers buying the selected product in both periods and changing their level of category purchasing. A positive number (bar to the right of Y-axis) represents consumers increasing their category purchase to the benefit of the selected product. 5.  Shoppers won/lost - this represents a net change in sales from consumers starting or ceasing to buy the selected product and changing their level of category purchasing. A positive number (bar to the right of Y-axis) represents consumers starting to buy the product and increasing their category. 6.  Category arrivals/departures - this represents a net change in sales from consumers starting or ceasing to buy the selected product and the category. A positive number (bar to the right of Y-axis) represents consumers starting to buy the product and the category. © Kantar Worldpanel

Switching flow summary. GB - Beer Category Report Total Market | 24 w/e | 09 Sep 18 | Actual | Spend (£000) Report Description - Where is my brand winning and losing against other brands? Movement into World Beer from Classic Lager, Smooth Canned Ale, PBA. Craft spend shifting from bottles to cans in both Lager and Ale. © Kantar Worldpanel

Switching to World Beer from Bottled Ale. GB - Beer Category Report Switching to World Beer from Bottled Ale Total Market | 24 w/e | Actual | Spend (£000) Report Description - Is my product winning or losing more than expected to certain products over time? Id - PW_6152arp © Kantar Worldpanel

Switching to & from Bottled Ale. GB - Beer Category Report Switching to Bottled Ale Total Market | 24 w/e | 09 Sep 18 | Spend (£000) Report Description - Who are the winners and losers to my brand? Id - PW_6151arp © Kantar Worldpanel

Switching to & from Canned Ale. GB - Beer Category Report Switching to Canned Ale Total Market | 24 w/e | 09 Sep 18 | Spend (£000) Report Description - Who are the winners and losers to my brand? Id - PW_6151arp © Kantar Worldpanel

Switching to & from Smooth Canned Ale. GB - Beer Category Report Switching to Smooth Canned Ale Total Market | 24 w/e | 09 Sep 18 | Spend (£000) Report Description - Who are the winners and losers to my brand? Id - PW_6151arp © Kantar Worldpanel

Switching to & from World Beer. GB - Beer Category Report Switching to World Beer Total Market | 24 w/e | 09 Sep 18 | Spend (£000) Report Description - Who are the winners and losers to my brand? Id - PW_6151arp © Kantar Worldpanel

source of change - latest GB - Beer Category Report Classic Lager change = 0.4% Total Market | 24 w/e | 09 Sep 18 | Spend (£000) Report Description - What is the main driver of change in my product’s performance? Id - PW_6180arp © Kantar Worldpanel

source of change - latest GB - Beer Category Report Mainstream Lager change = 15.1% Total Market | 24 w/e | 09 Sep 18 | Spend (£000) Report Description - What is the main driver of change in my product’s performance? Id - PW_6180arp © Kantar Worldpanel

source of change - latest GB - Beer Category Report World Beer change = 17.6% Total Market | 24 w/e | 09 Sep 18 | Spend (£000) Report Description - What is the main driver of change in my product’s performance? Id - PW_6180arp © Kantar Worldpanel

source of change - latest GB - Beer Category Report Bottled Ale change = 4.7% Total Market | 24 w/e | 09 Sep 18 | Spend (£000) Report Description - What is the main driver of change in my product’s performance? Id - PW_6180arp © Kantar Worldpanel

source of change - latest GB - Beer Category Report Canned Ale change = 18.1% Total Market | 24 w/e | 09 Sep 18 | Spend (£000) Report Description - What is the main driver of change in my product’s performance? Id - PW_6180arp © Kantar Worldpanel

source of change - latest GB - Beer Category Report Smooth Canned Ale change = -14.8% Total Market | 24 w/e | 09 Sep 18 | Spend (£000) Report Description - What is the main driver of change in my product’s performance? Id - PW_6180arp © Kantar Worldpanel

source of change - latest GB - Beer Category Report Bottled Craft Ale change = -3.8% Total Market | 24 w/e | 09 Sep 18 | Spend (£000) Report Description - What is the main driver of change in my product’s performance? Id - PW_6180arp © Kantar Worldpanel

source of change - latest GB - Beer Category Report Canned Craft Ale change = 22.8% Total Market | 24 w/e | 09 Sep 18 | Spend (£000) Report Description - What is the main driver of change in my product’s performance? Id - PW_6180arp © Kantar Worldpanel

switching vs expected - map GB - Beer Category Report Contains some low sample size data Switching for Bottled Ale Total Market | 24 w/e | 09 Sep 18 | Actual | Spend (£000) Report Description - Which products are the biggest threat to my product? Id - PW_6401garp © Kantar Worldpanel

switching vs expected - map GB - Beer Category Report Contains some low sample size data Switching for Bottled Ale Total Market | 24 w/e | 09 Sep 18 | Actual | Spend (£000) Report Description - Which products are the biggest threat to my product? Id - PW_6401garp © Kantar Worldpanel

switching vs expected - map GB - Beer Category Report Contains some low sample size data Switching for World Beer Total Market | 24 w/e | 09 Sep 18 | Actual | Spend (£000) Report Description - Which products are the biggest threat to my product? Id - PW_6401garp © Kantar Worldpanel

switching vs expected - map GB - Beer Category Report Contains some low sample size data Switching for Bottled Craft Ale Total Market | 24 w/e | 09 Sep 18 | Actual | Spend (£000) Report Description - Which products are the biggest threat to my product? Id - PW_6401garp © Kantar Worldpanel

switching vs expected - map GB - Beer Category Report Contains some low sample size data Switching for Canned Craft Ale Total Market | 24 w/e | 09 Sep 18 | Actual | Spend (£000) Report Description - Which products are the biggest threat to my product? Id - PW_6401garp © Kantar Worldpanel

switching vs expected - map GB - Beer Category Report Contains some low sample size data Switching for Bottled Craft Lager Total Market | 24 w/e | 09 Sep 18 | Actual | Spend (£000) Report Description - Which products are the biggest threat to my product? Id - PW_6401garp © Kantar Worldpanel

switching vs expected - map GB - Beer Category Report Contains some low sample size data Switching for Canned Craft Lager Total Market | 24 w/e | 09 Sep 18 | Actual | Spend (£000) Report Description - Which products are the biggest threat to my product? Id - PW_6401garp © Kantar Worldpanel