1. www.harrisinteractive.com ©2007, Harris Interactive Inc. All rights reserved. Anheuser-Busch Support For Education vs. Restrictions December 13, 2007 Revised February 19, 2008 Prepared by: Maria Yarolin, Sr. Research Associate

2. 2 Survey Methodology 2 This Support For Education vs. Restrictions survey was conducted online within the United States by Harris Interactive on behalf of Anheuser-Busch between November 30 - December 4, 2007 among 1,909 U.S. adults aged 21 and over. Results were weighted as needed for age, sex, race/ethnicity, education, region and household income. Propensity score weighting was also used to adjust for respondents propensity to be online. All sample surveys and polls, whether or not they use probability sampling, are subject to multiple sources of error which are most often not possible to quantify or estimate, including sampling error, coverage error, error associated with non-response, error associated with question wording and response options, and post-survey weighting and adjustments. Therefore, Harris Interactive avoids the words margin of error as they are misleading. All that can be calculated are different possible sampling errors with different probabilities for pure, unweighted, random samples with 100% response rates. These are only theoretical because no published polls come close to this ideal. Respondents for this survey were selected from among those who have agreed to participate in Harris Interactive surveys. The data have been weighted to reflect the composition of the U.S. adult population aged 21 and over. Because the sample is based on those who agreed to be invited to participate in the Harris Interactive online research panel, no estimates of theoretical sampling error can be calculated.

3. 3 The next several slides depict the results for each question in terms of all respondents. Questions in which there are significant differences within key subgroups include a graphical representation of that subgroups data on the slide as well. Significant differences at the 95% confidence level are highlighted by a box around the percentage. Presentation of Results

4. 4 Opinions Regarding Alcohol Policies and Programs

5. 5 Respondents overwhelmingly support better education about alcohol and stricter punishment of offenders (82%) over raising taxes and limiting advertising of alcohol beverages (9%). 5 While alcohol drinkers and non-drinkers supported education and stricter punishment (83% and 79%, respectively), the percentage of non-drinkers who advocated raising taxes and limiting advertising was significantly higher than drinkers (17% vs. 7%). Likewise, respondents overall favored education over restrictions regardless of whether or not they were aware of any Anheuser-Buschs slogans (83% and 74%). However, respondents who were aware of any slogans were significantly more likely to favor education than those who were not aware. Source: Support for Education vs. Restrictions study, conducted by Harris Interactive for Anheuser-Busch, Nov. 30-December 4, 2007

6. 6 Support for Education vs. Restrictions All Respondents Source: Support for Education vs. Restrictions study, conducted by Harris Interactive for Anheuser-Busch, Nov. 30-December 4, 2007 Q515 Which of the following two options would you favor most in order to reduce drunk driving and underage drinking? (n=1,909)

7. 7 Support for Education vs. Restrictions Source: Support for Education vs. Restrictions study, conducted by Harris Interactive for Anheuser-Busch, Nov. 30-December 4, 2007 Drinkers vs. Non-drinkers Q515 Which of the following two options would you favor most in order to reduce drunk driving and underage drinking? (n=1,909) Slogans listed: Thanks For Drinking Responsibly, Know When To Say When, Responsibility Matters, We All Make A Difference, Family Talk About Drinking, and Prevent. Dont Provide Aware of any slogan vs. Not aware of any slogan Total

8. 8 Favor/Oppose Statements, Policies, and Programs Regarding Alcohol 8 Respondents generally were opposed to restriction-based statements, policies and programs, including those advocating a ban on alcohol advertisements and the prohibition of the sale of alcohol. Statements, policies, and programs promoting education regarding responsible alcohol use or those advocating stricter punishment were favored by a large majority of the respondents, with most of these items being favored by at least 90% of respondents. Significant differences on a number of issues were seen when comparing drinkers and non-drinkers. Source: Support for Education vs. Restrictions study, conducted by Harris Interactive for Anheuser-Busch, Nov. 30-December 4, 2007

9. 9 Percentage of Americans Supporting… ( All Respondents) Q510 The following are statements, policies, or programs regarding alcohol. How strongly do you favor or oppose each of the items listed? (n=1909) Source: Support for Education vs. Restrictions study, conducted by Harris Interactive for Anheuser-Busch, Nov. 30-December 4, 2007

10. 10 Percentage of Americans Supporting… ( Have Child In Household) Q510 The following are statements, policies, or programs regarding alcohol. How strongly do you favor or oppose each of the items listed? (n=427) Source: Support for Education vs. Restrictions study, conducted by Harris Interactive for Anheuser-Busch, Nov. 30-December 4, 2007

11. 11 Percentage of Americans Supporting… ( Drinkers) Q510 The following are statements, policies, or programs regarding alcohol. How strongly do you favor or oppose each of the items listed? (n=1546) Source: Support for Education vs. Restrictions study, conducted by Harris Interactive for Anheuser-Busch, Nov. 30-December 4, 2007

12. 12 Slogan Awareness and Support For Restrictions Q510 The following are statements, policies, or programs regarding alcohol. How strongly do you favor or oppose each of the items listed? (n=1909) Slogans listed: Thanks For Drinking Responsibly, Know When To Say When, Responsibility Matters, We All Make A Difference, Family Talk About Drinking, and Prevent. Dont Provide Source: Support for Education vs. Restrictions study, conducted by Harris Interactive for Anheuser-Busch, Nov. 30-December 4, 2007 For each of the restriction-oriented measures proposed, levels of support were very low overall. However, respondents who were aware of any Anheuser-Busch slogans were significantly less likely to support these measures than were those respondents aware of at least one slogan.