MAGAZINESCANADA.CA BEER, WINE and LIQUOR Magazine readers are regular users of beer, wine and alcohol beverages Beer, Wine and Alcohol Beverages (Index)MagazinesTelevisionRadioNewspapersWeb Drank wine past 6 months Drink red wine Drink white wine Drink rose wine Drink ice wine Drank champagne/sparkling wine past 6 months Drank cooler past 6 months Drank cordials & liqueurs past 6 months Drank rum past 6 months Drank vodka past 6 months Drank tequila past 6 months Drink domestic/microbreweries beer Drink light beer Drink import beer Source: PMB, Fall 2013: A19+, Heaviest quintiles (1 & 2) Magazine media readers are regular users of most all major beer, wine and liquor categories. They are heavy spenders, they frequently visit retail outlets and they buy alcohol beverages as gifts. Plus, magazine readers actively take action after seeing magazine ads: 64% take at least one action while 40% take purchase actions. Magazine readers are heavy spenders on beer, wine and alcohol beverages Beer, Wine and Alcohol Beverages (Index)MagazinesTelevisionRadioNewspapersWeb Pay $10+ per bottle of wine bought Pay $15+ per bottle of wine bought Pay $20+ per bottle of wine bought Make 1+ trips to a wine store in average month Make 1+ trips to a liquor store in average month Buy beer, wine or liquor as a gift Source: PMB, Fall 2013: A19+, Heaviest quintiles (1 & 2) Magazine readers are predisposed to wines from all regions of the world Beer, Wine and Alcohol Beverages (Index)MagazinesTelevisionRadioNewspapersWeb Drink wine from Canada Drink wine from Ontario Drink wine from U.S Drink wine from France Drink wine from Germany Drink wine from Italy Drink wine from Spain Drink wine from South America Drink wine from South Africa Drink wine from Australia Source: PMB, Fall 2013: A19+, Heaviest quintiles (1 & 2)

PACKAGED GOODS Heavy users of wine (drank 6+ glasses in the past week) are more developed among magazine readers Among adults 19+, magazines reach 422,000 wine drinkers, more than any other measured medium. A combo of magazines and web are a strong combination. Source: PMB, Fall 2013: A18+, Media imperatives. Drank 6+ glasses of wine in the past/next 12 months 3-D Multi-Media Quintiles (000’s reached) 64% of Magazines readers take action after seeing a beverage alcohol ad Actions Taken* : Beer, Wine & Liquor (%) Have a more favourable opinion about the advertiser22% Recommended the product/service12% Visited their website10% Looked for more information about the product/service15% Clipped/saved the ad7% Consider purchasing the product/service29% Purchased the product service12% Took any action64% Source: StarchMetrix Canada – Beverage Alcohol Category, April 2012 to March * Actions based on respondents who noted ads 29% net Impact Actions (% positively impacted by the ad or recommended the product) 25% net Reference Actions (% actively seeking more info about the advertised product) 37% net Purchase Actions (% purchased or considering purchase of the advertised product) BEER, WINE and LIQUOR Magazine media make the connection with alcohol beverage purchasers. Magazine readers drink an array of major wine varieties Beer, Wine and Alcohol Beverages (Index) MagazinesTelevisionRadioNewspapersWeb Red Wine: Drink Merlot Drink Pinot Noir Drink Shiraz/Syrah Drink red blends White Wine: Drink Chardonnay Drink Pinot Grigio/Pinoir Gris Drink Riesling Drink Sauvignon Blanc Drink white blends Source: PMB, Fall 2013: A19+, Heaviest quintiles (1 & 2)