1. Brand Background Presentation

2. Pear 33cl glassPomegranate 33cl glassPear 33cl PETPear /Apple50L keg

3. Festival /music venue sku 33cl can

4. Briska – Tasting notes Pear Colour: Bright with a hint of yellow Scent: A fresh scent of pears. Taste: Refreshing taste of juicy pears. Not too sweet, refreshing and crisp. A slight acidity. Apple Colour: Bright with a slight golden hue Scent: Apple blossom, citrus and a slight fruitiness from the apples. Taste: A clear, crisp taste of red apples. A slight acidity, refreshing and semi-dry. Pomegranate Colour: Bright with a hint of pink Scent: A fresh scent of pomegranate and a slight hint of grape fruit. Taste: Elegant tone of pomegranate and red apples. Refreshing yet gentle with a slightly dry note.

5. Key points of differentiation from competitive set Spendrups decided to launch Briska into the UK after consumer research showed cider drinkers were looking for: - A less sweet cider -A fresher and more natural cider Premium cider from the garden of Sweden: Osterlen Medium / Sweet; not too sweet, gentle but fruity taste Packaging and presentation is highly appealing to the brands BC1 target audience -Elegant design at each point of contact with the consumer Draught will be a key point of differentiation and will lead the brand presentation and communication

6. Retail outlet selection Target audience: - Male/female 25 – 35 years old - B, C1, C2 - Fresh, fruity taste and premium image very important -Unique and different product presentation Outlet selection is key to deliver the distribution, rate of sale and margin: -Style bars, music venues and membership clubs - Food led pubs and restaurants - Premium upmarket image - Premium and import product range - Core urban conurbations; London, Manchester, Brighton, Birmingham, Leeds, Nottingham, Sheffield, Glasgow, Edinburgh

7. Proof Drinks will supply all outlets with branded glassware for draught and package Briska Marketing/promotional material to include: - Dripmats - Bar blades - Tentcards - Posters - Briska bottle display units - Briska pop-up mobile bar units for outdoor activity - Briska Fat Boy bean bags (if suitable) Team of 20 Proof sales staff spread throughout the UK to do product sell in and to support stockists National Trade & Consumer PR campaign by retained agency Pouring rights at festivals being negotiated with budget set aside for 5 festivals in 2011 and 20 festivals in 2012 – used for key trade and consumer incentives Marketing support

8. 0.4cl stem0.4cl straightOversize pint

10. Briska – Festivals 2011