1 Guinness Blonde F15 Off-Premise Sell Sheet Event Summary Sample discovery beer consumers on Guinness Blonde American Lager, the newest product from Guinness and the first in the Guinness Discovery Series Sell-in Guidelines Account Target: Craft Beer Stores Upscale Grocery Consumer Targets: Males & Females LDA-34 Sample 50 Consumers Timing: 3-hr Event (incl. 15 min. set-up & 15 min. breakdown) Staffing: 1 Male or Female LPM Kit: 1 Case Card 1 Tablecloth 50 acrylic sampling cups 1 Branded grey T-shirt for uniform Giveaways: 25 Info Cards PMs to provide: Flannel shirt Jeans Hat optional MKTG Event Manager: Work Phone: Cell Phone: The Big Idea: Guinness Blonde American Lager is the newest product from Guinness and the first in the Guinness Discovery Series, a collection of “fusion brews” combining Guinness’ European brewing experience with other techniques from around the world Off-Premise events will provide high-volume liquid-to-lips sampling opportunities to introduce the product to as many consumers as possible Event Activity: Stationed near Guinness display/refrigerator section, LPM converses with consumers, offering samples (where legal) of Guinness Blonde American Lager, the first “fusion brew” in the Guinness Discovery Series While sampling, PMs educate consumers about Guinness Blonde, its unique production process and the Guinness Discovery Series PMs give consumers branded info card as takeaway after sampling DM/KAM Responsibilities:  Sell event into account & ensure account is stocked with Guinness product for event  Post promotional POS at account  Work with account to establish a drink feature/discount (where legal) Promotional Staff:  Events will be staffed with males and females thoroughly trained in Guinness, Blonde & general beer knowledge  PMs will fit into account setting rather than stand out with flashy outfits  Staff will wear grey Guinness Blonde shirt with their own flannel/plaid shirt & hat so they’re not wearing an identical “uniform” that screams “promotion!” Distributor Teams# of Promotions/TeamFeature Price/pitcher or sampleProduct Goals/Acct

2 Guinness Blonde F15 Off-Premise Sell Sheet MKTG Event Manager: Work Phone: Cell Phone: Promotional Staff Look: POS: Giveaways: Banner Acrylic Sampling Cups Tablecloth Info Cards

3 Guinness Blonde F15 On-Premise Sell Sheet MKTG Event Manager: Work Phone: Cell Phone: Key Communication Points: Guinness Blonde American Lager is the newest beer from Guinness Guinness Blonde is the first beer in the Guinness Discovery Series, which will combine Guinness’ European brewing expertise with other techniques from around the world The next product will launch in early 2015 Guinness brought over 250 years of European brewing expertise together with some of the best American brewers to create Guinness Blonde American Lager This one-of-a-kind “fusion brew” combines Guinness’ 125 year old Ale yeast with the finest West Coast hops to create a Lager The two teams came together in Pennsylvania to craft Guinness’ first American product The Guinness yeast was exclusively imported to the USA for the first time from Ireland Product Overview  A light, crisp refreshing amber beer with a floral, hoppy aroma.  Brewed with both Mosaic & Willamette Hops (from Pac NW) and the world famous 125yr old Guinness yeast.  The flavor is light and hoppy on the nose with a long, biscuit malt finish.  Twice as smooth, half as bitter and 80% lighter in color than Guinness Draught.