Raise Your Glass F15 Q3 On-Premise Sell Sheet Event Summary Continuing with the “Made of More” campaign, Guinness’ focus will be on establishing the custom of toasting local firefighters with Guinness via Raise Your Glass events in local bars/communities around the country. Distributor Teams# of Promotions/TeamFeature Price/pitcher or sampleProduct Goals/Acct Sell-in Guidelines Account Target: Key local accounts Consumer Targets: Males, Timing: 2-hr Event (+ 30 min. set-up & 30 min. breakdown) Staffing: 1 LPM + 2 PMs Kit: Engraving machine & supplies Uniforms Tablecloth 1 Pull-up Banners 1 Horizontal Banner 3 Vertical Posters 8 RYG Table Tents 7 Blonde Table Tents 12 Tea Lights & Gravity Glasses 50 Coasters ****were we are doing FF as well****** iPad Mini + Stand Square reader 1 Donation Sign 5 Photo Release Forms 1 Photo Release Sign Giveaways 15 Firefighter T- Shirts*** 48 Gravity Glasses 48 Glassware Boxes 48 Info Cards 48 Decals Black Tissue Paper The Big Idea: Guinness invites communities across America to Raise a Glass in salute to local firefighters that deserve recognition for their acts of bravery and/or character Guinness will also use events as an opportunity to recruit new consumers via custom glass engravings and the opportunity for attendees to show their character by donating to the Leary Firefighters Foundation or to another local charity DMs Responsibilities:  Confirm the Honoree and his/her back-story and availability  Confirm an MC for the evening who will deliver a toast for the honoree (either someone from the account or a friend/colleague of the honoree)  Share Guinness speaking points for the MC toast  Confirm an on-site contact for the event day  Print and post customizable posters/table tents and write in honoree name at least two weeks in advance to promote event  Provide EM with completed spreadsheet containing all pertinent info when submitting event bookings  Ensure account is stocked with Guinness product for event  Work with account to establish a drink special (where legal)  Order Trophies - available beginning $50 each. Details to follow Event Activity: PMs circulate account announcing the event and the GH, offering samples (where legal) At a designated time (approx. 30 minutes after event start), the MC will toast the GH, asking the account to raise their glass to the GH Prior to this moment, PMs will circulate account and tell guests to order a pint so they can toast the guest of honor PMs also offer engraved Guinness glasses and/or Firefighter T-shirts to consumers (while supplies last) as an other method for supporting local firefighters **IF FF IS INCLUDED** Consumers that accept a T-shirt are directed toward the iPad mini to make a suggested donation of $20 (consumers can opt to donate any amount or not donate at all) Consumers that accept the engraved glass offer are brought to the engraving station by PM to interact with PM 2 as PM continues interacting with other consumers PM 2 manages the engraving station and engraves glasses via laser engraving machine while also engaging them about the brand as they (approx seconds) During the engraving process, PM also references LFF, asking the consumer if he/she would like to make a suggested donation of $10 via the iPad mini located at the station (consumers can opt to donate any amount or not donate at all) Additional Social Media Promotion for Events run between 2/17 – 3/17 PMs encourage consumers to post photos of themselves raising a Guinness to firefighters on social media, either on the Guinness Facebook page or on Twitter. For each photo, Guinness will donate $1 to the Leary Firefighters Foundation

Raise Your Glass F15 Q3 On-Premise Sell Sheet MKTG Event Manager: Work Phone: Cell Phone: POS Poster* Banner* RYG Table Tent* *Different versions celebrating fireman, police officers, military, etc. will also be available for local printing TableclothServing Tray Glassware Box Coaster Gravity Glasses Firefighter T-Shirt Blonde Table Tents

Raise Your Glass F15 Q3 On-Premise Sell Sheet MKTG Event Manager: Work Phone: Cell Phone: POS (cont’d) *Re-use from F14 Supply *Engraving POS: To be placed only at engraving station Posters* Pull-up Banners*Table Tents* Pull-up Banners* Table Tents* Photo Release Form Photo Release Sign Framed Donation Sign