400 Oceangate, Suite #200  Long Beach, California  T:  F:  ID Checking Survey March 2005

Source: 2005 ID Checking Poll, Data Development Worldwide, March, 2005 Copyright © Data Development Worldwide 2 A recent telephone survey was conducted for Anheuser-Busch with the purpose of determining awareness of the ID Checking concept and to assess Americans’ views of ID Checking effectiveness in helping to reduce the problem of underage drinking. Telephone interviews were conducted February 10 through February 22, 2005 utilizing Random Digit Dialing procedures. A total of 1,001 Americans were interviewed. The results are projectable to the total Continental U.S. population aged 21 and older. The margin of error due to sampling is plus/minus 3 percentage points. Methodology

Source: 2005 ID Checking Poll, Data Development Worldwide, March, 2005 Copyright © Data Development Worldwide 3 lThe vast majority of American adults believe that promoting ID Checking is an excellent or good way to help reduce the problem of underage drinking (87%) – with half of American adults saying it is an “excellent” way (48%). 39% say it’s a “good” way. 7% believe it is a fair way to reduce underage drinking, and only 3% think it’s a poor way. lNearly 7 in 10 Americans say they have seen someone “get carded” when trying to purchase alcohol (68%). lOver two-thirds (69%) of Americans who have purchased alcohol, say they have—at some point—had their ID checked when making an alcohol purchase. lNearly all Americans (94%) agree that it may be, “a little inconvenient to have to show ID, but it’s worth it to help reduce underage drinking.” Additionally, they also agree that, “checking IDs is a good way to prevent underage drinking” (94%) and “people who sell alcohol should be trained to spot fake IDs” (93%). lOverwhelmingly, Americans believe it’s a good idea that Anheuser-Busch promotes ID checking for people purchasing alcohol (94%). Only 4% say it’s not a good thing, and 2% don’t know. Overall Findings

Source: 2005 ID Checking Poll, Data Development Worldwide, March, 2005 Copyright © Data Development Worldwide 4 On a lighter note: lWhen asked which gender would be more upset at showing ID with their actual age, the plurality of Americans feel that women would be more upset (71%). Nearly a quarter of Americans believe men would be more upset (23%).  However, the majority of Americans (83%) say they actually enjoy having their ID Checked when purchasing alcohol beverages and women (89%) are more likely than men (77%) to say they would enjoy getting carded!  Three-quarters of adults claim to like the picture on their license/ID (74%)! lAmericans are truthful individuals! Most Americans say they were truthful about their weight (87%) when getting their license or state issued ID.  However, women less likely to be truthful. 80 percent of women claim they were truthful about their weight compared to nearly all men (95%). lWhen asked to choose which one of five celebrities (all of legal drinking age) was most likely to have his/her ID checked when purchasing alcohol, Americans had some difficulties. A quarter (25%) of adults were unable to choose a celebrity. However, 3 in 10 did say they believe Academy Award nominee Leonardo DiCaprio would most likely be carded if purchasing alcohol (31%), while 2 in 10 believe fellow nominee Natalie Portman (22%) would be carded. Only 13% feel R&B superstar Usher would be carded, followed by Alias star Jennifer Garner (9%). Overall Findings, cont.

Source: 2005 ID Checking Poll, Data Development Worldwide, March, 2005 Copyright © Data Development Worldwide 5 lWomen were asked to choose one of five male celebrities they would most like to have their ID checked by, and the winner is Will Smith. A quarter of American women would like Will Smith to “card” them (25%), followed closely by Denzel Washington (22%), and Johnny Depp (20%). Hugh Jackman and Jude Law follow at 8% each. lMen were also asked to choose one of five female celebrities they would most like to have their ID checked by. In a close contest, former “Friends” star Jennifer Aniston wins – with 2 in 10 men saying they would like her to “card” them (20%). Singer/actress Jennifer Lopez closely follows (19%), as well as Angelina Jolie and Catherine Zeta-Jones (both at 17%). 11 percent of men would like Beyonce Knowles to card them. lWhen asked to choose which celebrity’s ID they would like to personally check in order to learn the celebrity’s true age, Americans most want to “card” Goldie Hawn (36%). Nearly 2 in 10 (18%) would like to check Dick Clark’s ID followed by Regis Philbin (11%), Wayne Newton (10%) and George Hamilton (9%). Overall Findings, cont.

Source: 2005 ID Checking Poll, Data Development Worldwide, March, 2005 Copyright © Data Development Worldwide 6 Q3. Have you ever had occasion to purchase alcohol beverages? Yes, No, Not Sure Almost 8 in 10 Adults Have Purchased Alcohol Beverages

Source: 2005 ID Checking Poll, Data Development Worldwide, March, 2005 Copyright © Data Development Worldwide 7 Q4. Have you, yourself, ever had your ID checked when purchasing alcohol beverages? Yes, No, Not Sure Based on those who have had occasion to purchase alcohol Over Two-Thirds Of Adults Have Had Their ID Checked When Purchasing Alcohol

Source: 2005 ID Checking Poll, Data Development Worldwide, March, 2005 Copyright © Data Development Worldwide 8 Q4. Have you, yourself, ever had your ID checked when purchasing alcohol beverages? Yes, No, Not Sure Based on those who have had occasion to purchase alcohol % Saying “Yes” have had ID checked when purchasing alcohol beverages Nearly All Younger Adults Have Had Their ID Checked

Source: 2005 ID Checking Poll, Data Development Worldwide, March, 2005 Copyright © Data Development Worldwide 9 Q5. Have you had your ID Checked in the past year? Among those who have had occasion to purchase alcohol beverages The Percent of Adults Who Purchase Alcohol That Have Been “Carded” In The Past Year - Trend

Source: 2005 ID Checking Poll, Data Development Worldwide, March, 2005 Copyright © Data Development Worldwide 10 Q1a. Have you ever seen someone “get carded” – that is have you seen someone asked for ID while they were purchasing alcohol beverages? Nearly 7 In 10 Adults Have Seen Someone Get “Carded” When Purchasing Alcohol Beverages

Source: 2005 ID Checking Poll, Data Development Worldwide, March, 2005 Copyright © Data Development Worldwide 11 Have Seen Someone Get “Carded” When Purchasing Alcohol Beverages Q1a. Have you ever seen someone “get carded” – that is have you seen someone asked for ID while they were purchasing alcohol beverages?

Source: 2005 ID Checking Poll, Data Development Worldwide, March, 2005 Copyright © Data Development Worldwide 12 Q1a. Have you ever seen someone “get carded” – that is have you seen someone asked for ID while they were purchasing alcohol beverages? Nearly 7 In 10 Adults Have Seen Someone Get “Carded” When Purchasing Alcohol Beverages Those who said “yes, have seen someone get carded”

Source: 2005 ID Checking Poll, Data Development Worldwide, March, 2005 Copyright © Data Development Worldwide 13 Q2. Do you think that promoting ID checking is an excellent, good, fair, or poor way to help reduce the problem of underage drinking? About 9 in 10 Americans Think ID Checking Is an Excellent or Good Way to Reduce Underage Drinking

Source: 2005 ID Checking Poll, Data Development Worldwide, March, 2005 Copyright © Data Development Worldwide 14 Q2. Do you think that promoting ID checking is an excellent, good, fair, or poor way to help reduce the problem of underage drinking? Americans of All Ages Think ID Checking Is an Excellent or Good Way to Reduce Underage Drinking Those who say “excellent” or “good”

Source: 2005 ID Checking Poll, Data Development Worldwide, March, 2005 Copyright © Data Development Worldwide 15 Q2. Do you think that promoting ID Checking is an excellent, good, fair, or poor way to help reduce the problem of underage drinking? 83% 88% 91% Adults of All Ages Are Likely To Say ID Checking Is An Excellent Or Good Way To Reduce Underage Drinking 84%

Source: 2005 ID Checking Poll, Data Development Worldwide, March, 2005 Copyright © Data Development Worldwide 16 Q6. For each statement, please tell me how much you agree or disagree with that statement. I would actually enjoy having someone ask for my ID to make sure I was old enough It might be a little inconvenient to have to show ID, but it’s worth it to help reduce underage drinking People who sell alcohol beverages should be trained to spot fake IDs I like the picture on my driver's license or state issued ID Checking IDs is a good way to prevent underage drinking Those who say “mostly agree” or “completely agree” Attitudes Toward ID Checking

Source: 2005 ID Checking Poll, Data Development Worldwide, March, 2005 Copyright © Data Development Worldwide 17 Q6. For each statement, please tell me how much you agree or disagree with that statement. Those who say “mostly agree” or “completely agree” Attitudes Toward ID Checking - Trend

Source: 2005 ID Checking Poll, Data Development Worldwide, March, 2005 Copyright © Data Development Worldwide 18 Q12. Do you think it’s a good thing or not that Anheuser-Busch promotes retailers checking ID for people purchasing alcohol beverages? Nearly All Americans Believe It Is A Good Thing That Anheuser-Busch Promotes ID Checking

Source: 2005 ID Checking Poll, Data Development Worldwide, March, 2005 Copyright © Data Development Worldwide 19 Nearly All Americans Believe It Is A Good Thing That Anheuser-Busch Promotes ID Checking Q12. Do you think it’s a good thing or not that Anheuser-Busch promotes retailers checking ID for people purchasing alcohol beverages? Those who say “good thing”

Source: 2005 ID Checking Poll, Data Development Worldwide, March, 2005 Copyright © Data Development Worldwide 20 Q12. Do you think it’s a good thing or not that Anheuser-Busch promotes retailers checking ID for people purchasing alcohol beverages? Nearly All Americans Believe It Is A Good Thing That Anheuser-Busch Promotes ID Checking Those who say “good thing”

Source: 2005 ID Checking Poll, Data Development Worldwide, March, 2005 Copyright © Data Development Worldwide 21 Q7. Who do you think would be more upset at showing you their ID with their actual age? Men or women? Most Americans Believe Women Would Be More Upset At Having To Show Their ID With Their True Age

Source: 2005 ID Checking Poll, Data Development Worldwide, March, 2005 Copyright © Data Development Worldwide 22 Q9. Although all are of legal drinking age, I’d like to know which one you think is most likely to have their ID checked when purchasing alcohol? Nearly One-third Of Americans Believe Leonardo DiCaprio is Likely To Have His ID Checked When Purchasing Alcohol

Source: 2005 ID Checking Poll, Data Development Worldwide, March, 2005 Copyright © Data Development Worldwide 23 Q10. If you could check the ID of just one of these celebrities to learn their true age, which one would it be? More Than One-Third of Americans Want To Know Goldie Hawn’s True Age

Source: 2005 ID Checking Poll, Data Development Worldwide, March, 2005 Copyright © Data Development Worldwide 24 Q10a. Please tell me which celebrity you would most like to personally check your ID if your were purchasing alcohol? Asked of women only Women Would Most Like Their IDs Checked By Will Smith or Denzel Washington

Source: 2005 ID Checking Poll, Data Development Worldwide, March, 2005 Copyright © Data Development Worldwide 25 Men Would Most Like Their IDs Checked By Jennifer Aniston or Jennifer Lopez Q10b. Please tell me which celebrity you would most like to personally check your ID if your were purchasing alcohol? Asked of men only

Source: 2005 ID Checking Poll, Data Development Worldwide, March, 2005 Copyright © Data Development Worldwide 26 Q11. Were you completely truthful about your weight when you last got your license or State Issued ID? Almost 9 In 10 Adults Claim They Were Truthful About Their Weight On Their IDs * 80% of women said they were truthful about their weight