2. THE JACK TAP KEY OBJECTIVES OBJECTIVE 1: Target new drinking occasions in competitive beer accounts. OBJECTIVE 2: Increase Visibility. Centre positioning on the main bar in target outlets. GOAL: Jack Daniel’s to record +15% increase in the first three months of implementation at outlet level. BENEFIT. Create an exciting new point of purchase targeting sales of an iconic, high margin, low Bev cost cocktail, “The Jack & Coke | Jack & Ginger | Jack & Apple Juice | Jack & Lemonade”.

3. THE JACK TAP ACTIVATION PLAN SELL IN & CONFIRM ACCOUNTS: Confirmation required by 1st August (Target accounts to be communicated to KAM’s individually). INSTALLATION: Installation to take place between 4 th & 8 th August 2013 by Brand Mangers. KAM OBJECTIVE: Outlet beer/JD data to be collected prior/after installation of Jack Tap. JACK PACK ACTIVATION: To be conducted once a week, for the first month upon confirmation by the outlet. MYSTERY SHOPPER. To be conducted during the first 3 months from date of implementation, upon confirmation from participating outlets. (Jack Daniel’s Merchandise to be used)

4. LEFT BANK | SOUK AL BAHAR APRES | MALL OF EMIRATES BEYOND EL RANCHO | MARCO POLO HOTEL CHAMPIONS SPORTS BAR | JW MARRIOTT HOTEL HARRYS BAR | CROWN PLAZA HOTEL FIBBER MAGEES | SHZ ROAD

5. THE JACK TAP| Evaluation 50 x outlets have activated the JACK TAP  10 x rejected the initiative JACK TAP ACCOUNT PERFORMANCE| +89% GROWTH JD ON-TRADE PERFORMANCE| +49% GROWTH ON-TRADE TOTAL SPIRIT PERFORMANCE| +25% GROWTH JACK TAP REJECTED ACCOUNT PERFORMANCE | -4% DECLINE Source: MMI Tableau 9ltr volume | August 2013

6. THE JACK TAP| Left Bank Cocktail Bar 2 weeks prior to installation of Jack Tap –JD market share +10.1% of spirit category. –JD is the #4 biggest spirit by Gross Sales and #3 by Volume –7 shots of Jack Daniel’s sold per day, prior to installation. After Installation of Jack Tap –Jack Daniel’s is the #1 spirit by volume and Gross sales. –JD Market share +21.6% of spirit category. –24 shots of Jack Daniel’s sold per day, after installation Volume driven by Jack & Cola and Jack & Ginger perfect serves Staff recommendation | “WOULD YOU LIKE A DOUBLE?” driving volume –Beer Market share declined from 83.4% to 70.9%. Source: EPOS Data, Left Bank Souk Al Bahar, 20/07/13 to 31/08/13

7. Jack Tap| Left Bank Cocktail Bar Results 2 WEEKS “AFTER” JACK TAP INSTALLATION2 WEEKS “BEFORE” JACK TAP INSTALLATION JACK DANIEL’S SHARE OF SPIRITS +10% Source: EPOS Data, Left Bank Souk Al Bahar, 20/07/13 to 31/08/13 JACK GROWING VOLUME AND GAINING SHARE OF SPIRITS! BEER IN DECLINE! Total spirits vol. increased from 226 bottles to 310 bottles (+37%) Total Jack Daniel’s vol. increased from 28 bottles to 60 bottles (+114%) Total beer volume declined from 38 to 33ltr kegs (-13%)