Crown Product Overview Date

Negra Modelo is the #1 imported dark beer in the U.S. and continues to outpace its competition. Source: Impact, 2007 Edition Negra Modelo Beck’s Dark Heineken Dark Leading Imported Dark Beers Brand Growth

Negra Modelo is the #7 Mexican beer brand Top 10 Mexican Beer Brands Depletions are cases of 2.25 gallons or 8.52 liters (000’s) Source: Impact, 2007 Edition

Source: Impact Databank, 2006 & SMART Negra Modelo is the #20 imported beer and the 3rd highest trending beer in the Modelo portfolio Top 25 Imported Beers Depletions are cases of 2.25 gallons or 8.52 liters (000’s) Source: Impact, 2007 Edition

Negra Modelo - 10 Year Sales Analysis Cases (000’s) % Growth 26.2% 21.3% 18.4% 8.9% 22.4% 9.2% 12.9% +365 Case Growth Last 10 Years = +2,250 C/E 8.1% 11.5% Negra Modelo is posting Double Digit Growth for 3 rd Consecutive Year. 19.2% Source: Impact, 2007 Edition

Brand History Recipe brought to Mexico by Archduke Ferdinand of Austria First brewed by Grupo Modelo in 1928 First became available in the U.S. in the early 1980s and is now the #1 imported dark beer #1 dark beer in Mexico Negra Modelo is Grupo Modelo’s super premium beer and adds dimension to the portfolio.

Characteristics and Packaging Vienna-style lager Smooth, creamy, mellow, exceptionally drinkable dark beer Pairs with Latin American and German cuisine, pork or poultry, and chocolate 5.4% ABV, 170 calories per 12 oz bottle Available in uniquely shaped 12 oz bottle featuring a champagne foil top The malt used in Negra Modelo is only one step removed from chocolate malt!

Brand Positioning Drinkable dark beer that defies and exceeds expectations Enjoys wide appeal among beer enthusiasts and connoisseurs Changes the way consumers think of dark beer Mysterious, stylish, unique, sophisticated Primary target consumers are males age 25 – 34 Appeals to highly educated, higher income general market consumers Branding highlights the intriguing combination of a dark beer with a smoother, lighter taste.

Marketing Support Unique consumer targeted through micromarketing Food pairing tie-ins Retail promotions Outdoor and print advertising Point-of-sale Negra Modelo continues be successfully marketed in conjunction with Modelo Especial.

Key Info for Sales Calls #1 imported dark beer, #7 Mexican beer, and #20 imported beer in the U.S. Posting double-digit growth for the 3 rd consecutive year and continues to outpace competition in the dark beer category Smooth, creamy, mellow, exceptionally drinkable dark beer Accessible yet sophisticated taste profile changes the way consumers think of dark beer Innovative marketing campaign highlights the intriguing combination of a dark beer with a smoother, lighter taste Encourages consumers to discover dark beer by “unwrapping the mystery” of this super premium brand Source: Impact 2007 Distinctive taste profile and unique packaging offer a stylish and intriguing option for beer consumers!

2007 Selling Opportunities Continue the momentum of Negra Modelo off-premise growth being driven by 12-pack Tie the selling of 12-packs to success of Modelo Especial 12-packs at wholesaler and retail Target broader on-premise account base including more micro/crafts & upscale accounts