Marston’s Brewery

Marston’s Brewery Brewed in Beer Town, Burton Upon Trent, the spiritual home & UK capital of brewing Celebrating the people, passion & purpose we pour into every pint of Marston’s through story telling & a tone of social realism with the ‘From Burton with Love’ campaign Premium branding & consumers find it easier to locate on the bar & shelf* Supported by eye catching POS and a comprehensive media campaign across trade, traditional, digital and social media channels Owned social audience +41,000, strongest footholds in Birmingham & London. Consumer database +45,000 Great bar call, great brand story = great sales *Pub Lab, Cambridge, June 2016 Talk about the rebrand and the stories behind the new names 61 Deep, Saddle Tank, Pearl Jet – provides the brand stickiness for the consumer. Objectives: - to raise awareness and change perceptions of Marston’s Brewery - to talk about the Marston’s Brewery range, bringing all beers within the portfolio to the same status as Pedigree - invest in our target audience – The Trailblazer (25-34 yr olds, inquisitive, confident, looking for new experiences to share with their social network) Plans: - to sponsor Weekend Evenings on Dave, April-July, as part of a fully integrated campaign (all other touch points POS, PR, On packs, social will communicate the same message). TV Campaign est. reach 30% of UK male 25-34 yr old total population, over 1m Trailblazers. - Plans to grow Facebook audience to +50k by end 2018

NEW MARSTON’S CREATIVE But we still have this brilliantly gritty visual campaign that no one has really seen…so how do we use this better to help raise awareness of and change perceptions of the Marston’s brewery and its beers?

Topaz, Galaxy, Ella, Cascade, Citra Newest brew on the Burton block. 61 Metres. That’s the depth of the well at the Brewery that gives this refreshing pale ale its name. The five American and Australian hops gives it its fresh, zesty aroma, whilst the tropical fruit and citrus notes make it extremely drinkable.  DIVE IN. From the Marston’s Brewery, Burton Upon Trent – the home of British brewing and the beer capital of the UK. Clear Beer Style - Pale Ales are in significant growth year on year. Research shows the branding is more appealing than competitors and consumers find it easier to locate on the bar or shelf. Supported by eye catching POS and a comprehensive media campaign across trade, traditional, digital and social media channels. Great bar call, great brand story = great sales Bottle 4.1% Pale Ale 29 Lager Topaz, Galaxy, Ella, Cascade, Citra

Topaz, Galaxy, Ella, Cascade, Citra Newest brew on the Burton block. 61 Metres. That’s the depth of the well at the Brewery that gives this refreshing pale ale its name. The five American and Australian hops gives it its fresh, zesty aroma, whilst the tropical fruit and citrus notes make it extremely drinkable.  DIVE IN. From the Marston’s Brewery, Burton Upon Trent – the home of British brewing and the beer capital of the UK. Clear Beer Style - Pale Ales are in significant growth year on year. Research shows the branding is more appealing than competitors and consumers find it easier to locate on the bar or shelf. Supported by eye catching POS and a comprehensive media campaign across trade, traditional, digital and social media channels. Great bar call, great brand story = great sales Keg 3.8% Pale Ale 29 Lager Topaz, Galaxy, Ella, Cascade, Citra

Marston’s From Beer Town, Burton Upon Trent, the spiritual home & UK capital of brewing Newest brew on the Burton Block. 61 metres. That’s the depth of the well at the brewery that gives this refreshing pale ale its name. The five American and Australian hops gives it its fresh, zesty aroma, whilst the tropical fruit and citrus notes make it extremely drinkable. Growing at 35% MAT Great bar call, modern contemporary look, great brand story = great sales Multiple award winner Social audience of +60,000 & a consumer database of +50,000 Objective: To single-mindedly drive 61 Deep as Marston’s national keg pale ale STYLE: Pale Ale BITTER: 3/5 SWEET: 2/5 HOPS: Topaz, Galaxy, Citra, Cascade, Ella @MarstonsBrewery

The Market Craft’ Keg continues to drive the growth in the keg market +36% MAT VOLUME +45% MAT VALUE Pale Ales are in 51% value sales YOY growth*. Making up 65% of crafted keg beer Source: MBC Eureka! Survey 2018 Craft Beer +18.2% Cask Ale -3.7% Craft keg Volume sales 17/06/2017 £295,891 Volume sales 16/06/2018 £401,004 +36% Value Sales 17/06/2017 £225,408,714 Value sales 16/06/2018 £327,919,026 +45% Driven by consumers seeking new, innovative, quality beers The decline of standard cask volume over the last 3 years has been picked up by premium/craft keg *IRI All Outlets, Value Sales, 52 W/E 21 Jul’18 (this is total ale)

Current Highest ROS but declining at a rate of knots. Ranging the right beer for your pubs consumer Lowest ROS due to no. brands in the category and not being as accessible to the mainstream beer drinker Niche Craft Mainstream Craft With choice comes confusion, fear of ‘the wrong buy’. At point of purchase consumers look for style, ABV and brewer. Contemporary Keg Current Highest ROS but declining at a rate of knots. TOP 3 1.STYLE 2.ABV 3.BREWER Smooth / Standard Keg The fact that 65% of crafted keg beers are pale ales = huge choice of drinks available. With that comes a certain level of confusion and fear of “the wrong buy” when at the bar so they expect certain pieces of information on the badge to make that choice quicker and easier. In a survey of over 1,400 on trade beer drinkers, we asked what those pieces of information were. 72% of respondents said that style/colour was essential, followed by 67% then saying ABV. The 3rd most important information on the badge is the brewer and or/ brand. To benefit from this flourishing beer style, it is essential to bear this in mind when choosing the right Pale Ale for you. 61 Deep has been designed to clearly communicate all three pieces of information. We need to make sure we are offering the right beer to the right customers and we talk about craft Contemporary keg, provides a bridge between traditional smooth keg and craft beer whilst also offering an alternative taste and dispense profile for cask ale drinkers. It should be positioned to appeal to all categories Pricing showcases 4 key categories within keg. 61 Deep should be priced towards the middle of the Contemporary Keg section alongside Greene King’s East Coast IPA – offering a good ROS opportunity at a price premium to standard keg Appeals to the Mainstream whilst offers Premiumisation in line with category trends. ROS higher in more traditional pub venues than craft 61 Deep sits within the contemporary keg category offering a good ROS opportunity at a price premium to standard keg

Goldings, Cascade, Styrian EPA stands for English Pale Ale. And the stilt walker on the design is an original hop picker – in this case, Cascade and Styrian hops. They give it the subtle citrus flavours and delicate bitter aftertaste. An easy-drinking, refreshing, light, golden ale which will appeal to both ale and lager drinkers… and the occasional stilt walker. From the Marston’s Brewery, Burton Upon Trent – the home of British brewing and the beer capital of the UK. Clear Beer Style - Pale Ales are in significant growth year on year. Research tells us the new design is more appealing than current, consumers look at them longer and recognise the name and beer style easily. Supported by eye catching POS and a comprehensive media campaign across trade, traditional, digital and social media channels. 3.6 English Pale Ale 29 Pale Goldings, Cascade, Styrian

Goldings, Cascade, Styrian EPA stands for English Pale Ale. And the stilt walker on the design is an original hop picker – in this case, Cascade and Styrian hops. They give it the subtle citrus flavours and delicate bitter aftertaste. An easy-drinking, refreshing, light, golden ale which will appeal to both ale and lager drinkers… and the occasional stilt walker. From the home of Marston’s Brewery, Burton Upon Trent – the home of British brewing and the beer capital of the UK. Clear Beer Style - Pale Ales are in significant growth year on year. Research tells us the new design is more appealing than current, consumers look at them longer and recognise the name and beer style easily. Supported by eye catching POS and a comprehensive media campaign across trade, traditional, digital and social media channels. POS support available: glasses, drip mats, bar runners. 3.6 English Pale Ale 29 Pale Goldings, Cascade, Styrian

Goldings, Fuggle, Progress, Challenger, Sovereign From the Marston’s Brewery, Burton Upon Trent – the home of British brewing and the beer capital of the UK. Research shows the branding is more appealing than current and consumers find it easier to locate on the bar or shelf. Branding has a more premium look which taps into the trend of consumers wanting a more premium product and willing to pay the price that reflects that. Eye tracking research* conducted revealed the new label, with George Peard featured on the front, was noticed by more respondents than the old label and attracted more visual attention. Supported by eye catching POS and a comprehensive media campaign across trade, traditional, digital and social media channels. Now bottle conditioned – research shows this suggests a more flavoursome and distinctive beer which is closer to cask beer. What is Bottle Conditioned? Bottle Conditioned beers, or Live Beer as some call it, contain live yeast which smooths and enhances the depth of flavour of the beer over time. The maturing process from the yeast also means the flavour is much closer to cask Pedigree. *Pub Lab, Cambridge June ‘16 4.5% Amber Ale 26 Pale Goldings, Fuggle, Progress, Challenger, Sovereign

Goldings, Fuggle, Progress, Challenger, Sovereign From the Marston’s Brewery, Burton Upon Trent – the home of British brewing and the beer capital of the UK. Research shows the branding is more appealing than current and consumers find it easier to locate on the bar or shelf. Branding has a more premium look which taps into the trend of consumers wanting a more premium product and willing to pay the price that reflects that. Eye tracking research* conducted revealed the new label, with George Peard featured on the front, was noticed by more respondents than the old label and attracted more visual attention. Supported by eye catching POS and a comprehensive media campaign across trade, traditional, digital and social media channels. Proud winner of bronze medal at the International Beer Challenge 2018 What is the Burton Union system? Uniquely brewing Pedigree, the burton union system uses a row of interlinked oak casks to ferment the malty base wort. The last one of its kind, this brewing system is a living piece of beer history. *Pub Lab, Cambridge June ‘16 4.5% Amber Ale 26 Pale Goldings, Fuggle, Progress, Challenger, Sovereign

Goldings, Fuggle, Progress, Challenger, Sovereign It’s a nod to classic English Oyster Stouts often complemented by (but not containing) shellfish. Hints of chocolate, coffee and sweet treacle flavours and yet quite smooth and clean-tasting. Not that we’d ever crow about it. A few pearls about stout. From the home of Marston’s Brewery, Burton Upon Trent – the home of British brewing and the beer capital of the UK. Strong Beer Style branding – 40% of shoppers believe style is the most important information on the label* Supported by eye catching POS and a comprehensive media campaign across trade, traditional, digital and social media channels. POS support available: glasses, drip mats, bar runners. *RBD Shoppertrack 2016 Keg 4.1% Bottle 4.5% Stout 26 Pale Goldings, Fuggle, Progress, Challenger, Sovereign

Goldings, Fuggle, Progress, Challenger, Sovereign It’s a nod to classic English Oyster Stouts often complemented by (but not containing) shellfish. Hints of chocolate, coffee and sweet treacle flavours and yet quite smooth and clean-tasting. Not that we’d ever crow about it. A few pearls about stout. From the home of Marston’s Brewery, Burton Upon Trent – the home of British brewing and the beer capital of the UK. Strong Beer Style branding – 40% of shoppers believe style is the most important information on the label* Supported by eye catching POS and a comprehensive media campaign across trade, traditional, digital and social media channels. POS support available: glasses, drip mats, bar runners. *RBD Shoppertrack 2016 Keg 4.1% Bottle 4.5% Stout 26 Pale Goldings, Fuggle, Progress, Challenger, Sovereign

Goldings, Fuggle, Progress, Challenger, Sovereign, Cascade This is an authentic recreation of the beer style created for, and enjoyed throughout, the Empire. Goldings, Fuggles and American Cascade hops combine to give a crisp, citrus hop aroma, with a balanced, bittersweet finish. A memorable & deceptively Easy-drinking IPA. • From the home of Marston’s Brewery, Burton Upon Trent – the home of British brewing and the beer capital of the UK. • Clear Beer Style - Pale Ales are in significant growth year on year. • Research tells us the new design is more appealing than current, consumers look at them longer and recognise the name and beer style easily. • Supported by eye catching POS and a comprehensive media campaign across trade, traditional, digital and social media channels. • POS support available: glasses, drip mats, bar runners. 5.7% IPA 40 Pale Goldings, Fuggle, Progress, Challenger, Sovereign, Cascade

Goldings, Fuggle, Progress, Challenger, Sovereign, Cascade This is an authentic recreation of the beer style created for, and enjoyed throughout, the Empire. Goldings, Fuggles and American Cascade hops combine to give a crisp, citrus hop aroma, with a balanced, bittersweet finish. A memorable & deceptively Easy-drinking IPA. • From the home of Marston’s Brewery, Burton Upon Trent – the home of British brewing and the beer capital of the UK. • Clear Beer Style - Pale Ales are in significant growth year on year. • Research tells us the new design is more appealing than current, consumers look at them longer and recognise the name and beer style easily. • Supported by eye catching POS and a comprehensive media campaign across trade, traditional, digital and social media channels. • POS support available: glasses, drip mats, bar runners. 5.7% IPA 40 Pale Goldings, Fuggle, Progress, Challenger, Sovereign, Cascade

Goldings, Fuggle, Progress, Challenger, Sovereign, Cascade An oldie but a goodie. This recipes been around for yonks. Clear, bright and full flavoured, with a malty biscuit taste. We named it after the train that once brought hops and malts into the Brewery. And then shipped the beer out. All aboard. A beautifully biscuity amber ale. • From the home of Marston’s Brewery, Burton Upon Trent – the home of British brewing and the beer capital of the UK. • Clear Beer Style - Amber Ales are the most recognised and requested beer style in the UK. • Research tells us the new design is more appealing than current, consumers look at them longer and recognise the name and beer style easily. • Supported by eye catching POS and a comprehensive media campaign across trade, traditional, digital and social media channels. • POS support available: glasses, drip mats, bar runners. 3.8% AMBER 24 Pale Goldings, Fuggle, Progress, Challenger, Sovereign, Cascade