1. Trends in alcohol marketing New products Digital marketing Alcohol as a health food Stakeholder marketing

2. Alcohol Web Sites Fifty-five alcohol Web sites tracked by comScore Media Metrix during the last six months of 2003 had almost 700,000 in- depth visits from underage youth. Almost 60% of bacardi.com’s and almost half of skyy.com’s in- depth visits were from underage youth. With the help of parent volunteers in seven states and the District of Columbia, CAMY tested eight leading parental control software packages and found that 76% of alcohol brands eluded parental controls half the time or more.

3. Fans on Facebook BrandPageFansPosts in Last 2 Weeks LikesComment s Posts in Last 2 Months LikesComments Bacardi 119,009147054133,036477 BacardiBacardi Mojito75,2500007891129 BacardiBacardi Torched Cherry 16,4760007233102 BacardiBacardi Dragon Berry 12,7661671816718 Heineken 465,45654,5618692816,4403,040 HeinekenHeineken Light34,1604319132151,575377 Absolut Vodka 530,266166126680204 Coors Light 352,712259624563,199924 Coors LightCoors Light Brewing Company 74,033629642312,523639 SmirnoffSmirnoff Ice554,77326055861,326184 SmirnoffSmirnoff US96,6708248916473811,9186,699

4. Estimated Impressions on Twitter BrandFollowersTweetsEstimated Impressions* Bacardi18,8295535,206,218 Heineken2,8515578,402 Absolut Vodka62216049,760 Coors Light1,883126118,629 Smirnoff11,7021,1196,547,269 *Assuming Linear Follower Growth

5. Impressions via Top Brand-Related YouTube Videos* BrandVideo URLVideo TitleViews (Impressions) Bacardihttp://www.youtube.com/watch?v=5RFxGn6C6akBacardi Mojito Ad2,411,243 Heinekenhttp://www.youtube.com/watch?v=S1ZZreXEqSYNEW Heineken Commercial – verry funny 8,572,796 Absolut Vodkahttp://www.youtube.com/watch?v=5p0QtJMKt1sA Vodka Movie by Zach Galifanakis, Tim and Eric 1,923,074 Coors Lighthttp://www.youtube.com/watch?v=jdUr5hF0yGcCoors Light Jim Mora Press Conference Ad 1,059,570 Smirnoffhttp://www.youtube.com/watch?v=PTU2He2BIc0Tea Partay5,582,600 *Not on brand channel

6. Beer Institute Advertising and Marketing Code Models and actors employed to appear in beer advertising and marketing materials should be a minimum of 25 years old, substantiated by proper identification, and should reasonably appear to be over 21 years of age. Brand Photos from Miller Lite Facebook Page

7. “ First, user-generated content of any kind – comments, images, videos and more – when placed on the websites of regulated industry companies, immediately become marketing messages of said company.” Jason Falls, Social Media Overseer, Doe- Anderson

8. Brand-Uploaded Photo

9. Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus. DISCUS Code of Responsible Practices Brand photos on Captain Morgan Facebook Page

10. DISCUS Code of Responsible Practices Driving while intoxicated is against the law. Beverage alcohol advertising and marketing materials should not portray, encourage or condone driving any motor vehicle while intoxicated. Fan Photo on Hennessy Facebook Page

11. Beer Institute Advertising and Marketing Code Fan photo from Bud Light Facebook Page Fan photo from Bud Light Lime Facebook Page Advertising or marketing materials should avoid elements that appeal primarily to persons under the legal drinking age. In considering whether beer advertising and marketing materials appeal primarily to persons under the legal drinking age, brewers should take into account the following elements among others: Symbols Language Music Gestures Entertainers or celebrities Cartoon characters Groups or organizations

12. Fan Photo on Jim Beam Facebook Page