1. Energy Drinks Fall 2012 Barrett Larson

2. Audit Breakdown StoreLocationSKUsUnique SKUs HarpsWeddington5724 Neighborhood MarketWeddington501 Walmart6th Street490 Phillips 66North Street271 Walgreens6th Street231

3. Average: 16 Ounce: $3.82 Average: 8.4 Ounce: $2.07 Red Bull Reg (Carb Bev : SD-Carb) Pints Total Consumption BehaviorScape Framework LifeStyle BehaviorStage Cosmopolitan Centers Affluent Suburban Spreads Comfortable Country Struggling Urban Cores Modest Working Towns Plain Rural LivingTotal Start-Up Families HHs with Young Children Only < 6 12294151109104256142 Small Scale Families Small HHs with Older Children 6+ 1941441979983213159 Younger Bustling Families Large HHs with Children (6+), HOH <40 17920216913792104141 Older Bustling Families Large HHs with Children (6+), HOH 40+ 19512578179217109142 Young Transitionals Any size HHs, No Children, < 35 309179109847175139 Independent Singles 1 person HHs, No Children, 35-64 150661264352558 Senior Singles 1 person HHs, No Children, 65+ 222614228714 Established Couples 2+ person HHs, No Children, 35-54 16389179102105157135 Empty Nest Couples 2+ person HHs, No Children, 55-64 1565259132875478 Senior Couples 2+ person HHs, No Children, 65+ 37151980171624 Total 16094 987593100

4. Amp R (Carb Bev : SD-Carb) Pints * Total Consumption BehaviorScape Framework LifeStyle BehaviorStage Cosmopolitan Centers Affluent Suburban Spreads Comfortable Country Struggling Urban Cores Modest Working Towns Plain Rural LivingTotal Start-Up Families HHs with Young Children Only < 6 581918257404150 Small Scale Families Small HHs with Older Children 6+ 17310723369158140150 Younger Bustling Families Large HHs with Children (6+), HOH <40 15714326893166231183 Older Bustling Families Large HHs with Children (6+), HOH 40+ 83110213526188232220 Young Transitionals Any size HHs, No Children, < 35 6321196110737998 Independent Singles 1 person HHs, No Children, 35-64 31502530208340 Senior Singles 1 person HHs, No Children, 65+ 1552132441117 Established Couples 2+ person HHs, No Children, 35-54 227647876339593 Empty Nest Couples 2+ person HHs, No Children, 55-64 593210832374556 Senior Couples 2+ person HHs, No Children, 65+ 27124843413534 Total 155721145999101100 16oz. $2.41

5. 16oz. $1.98 Monster R (Carb Bev : SD-Carb) Pints Total Consumption BehaviorScape Framework LifeStyle BehaviorStage Cosmopolitan Centers Affluent Suburban Spreads Comfortable Country Struggling Urban Cores Modest Working Towns Plain Rural LivingTotal Start-Up Families HHs with Young Children Only < 6 13513811781133114121 Small Scale Families Small HHs with Older Children 6+ 21114115615517374143 Younger Bustling Families Large HHs with Children (6+), HOH <40 12719211182192163148 Older Bustling Families Large HHs with Children (6+), HOH 40+ 19311719114313093141 Young Transitionals Any size HHs, No Children, < 35 10215493 1015798 Independent Singles 1 person HHs, No Children, 35-64 146265549764168 Senior Singles 1 person HHs, No Children, 65+ 112941126619 Established Couples 2+ person HHs, No Children, 35-54 21632011591262103188 Empty Nest Couples 2+ person HHs, No Children, 55-64 45609649755366 Senior Couples 2+ person HHs, No Children, 65+ 12602751272132 Total 1211221018111366100

6. 16oz. $2.16 Rockstar R (Carb Bev : SD-Carb) Pints ** Total Consumption BehaviorScape Framework LifeStyle BehaviorStage Cosmopolitan Centers Affluent Suburban Spreads Comfortable Country Struggling Urban Cores Modest Working Towns Plain Rural LivingTotal Start-Up Families HHs with Young Children Only < 6 8086169182255474218 Small Scale Families Small HHs with Older Children 6+ 12312593116134120118 Younger Bustling Families Large HHs with Children (6+), HOH <40 148256213124123225186 Older Bustling Families Large HHs with Children (6+), HOH 40+ 592227963311109151 Young Transitionals Any size HHs, No Children, < 35 48554750603850 Independent Singles 1 person HHs, No Children, 35-64 464462271681665 Senior Singles 1 person HHs, No Children, 65+ 17215410941740 Established Couples 2+ person HHs, No Children, 35-54 741337215652184111 Empty Nest Couples 2+ person HHs, No Children, 55-64 864943961025565 Senior Couples 2+ person HHs, No Children, 65+ 25151967811945 Total 641057984125 100

7. Demographics AMP Rockstar Redbull Monster Demographic Variables% VolumeIndex% VolumeIndex% VolumeIndex Race of Head of Household White75.3%10686.3%12263.3%8972.4%102 Black4.8%412.3%209.7%846.2%54 Hispanic16.9%1477.4%6516.0%14014.7%128 Asian0.9%222.6%693.0%782.5%65 Other2.2%931.4%588.0%3374.2%178 Number of Persons 1 Person7.8%3013.0%5012.2%4713.1%50 2 Persons20.7%6416.6%5128.2%8727.9%86 3 Persons26.0%15525.4%15124.5%14620.4%121 4 Persons17.9%12923.4%16821.5%15524.1%173 5+ Persons27.6%25721.6%20113.5%12614.6%136 Household Income Under $10,0007.8%973.3%417.4%922.1%27 $10,000 - $19,9995.8%572.3%225.4%525.9%57 $20,000 - $29,99910.0%9122.7%20615.9%1448.8%80 $30,000 - $39,99915.1%1389.3%859.0%8213.9%127 $40,000 - $49,99922.1%21910.2%10111.5%1149.9%98 $50,000 - $74,99919.3%9923.8%12220.1%10320.7%106 $75,000 - $99,99911.7%988.2%6810.9%9114.6%123 $100,000 - $149,9994.8%4213.2%11614.0%12312.8%112 $150,000 or More3.4%497.2%1035.9%8611.3%163

8. Age of Head of Household Age 18 - 2416.0%3577.5%1685.8%1286.0%133 Age 25 - 3424.5%15512.4%7928.3%17921.8%138 Age 35 - 4428.0%15029.7%15921.7%11629.1%156 Age 45 - 5417.7%8428.6%13529.6%14026.8%127 Age 55 - 649.3%5211.3%6310.7%6010.8%60 Age 65 - 741.7%157.6%652.6%234.2%35 Age 75 or More2.8%272.9%281.4%131.3%13 Age and Presence of Children Age < 612.1%14122.2%25911.3%1329.2%107 Age 6 - 1736.4%18133.7%16830.1%15030.6%152 Age < 6 & 6 - 1713.6%1805.4%7210.1%1349.3%124 No Children37.9%5938.6%6148.5%7650.9%80 Housing Tenure Own54.5%8265.4%9954.7%8267.8%102 Rent45.5%13534.6%10345.3%13532.2%96 Education of Head of Household Not a High School Graduate18.2%13117.0%12216.5%11914.3%103 High School Graduate42.3%15539.2%14329.0%10636.6%134 Some College27.7%9831.4%11135.9%12725.0%88 College Graduate9.3%5210.0%5612.9%7216.4%92 Post College Degree2.6%202.5%195.7%457.7%60 Age of Oldest Child Age Under 612.0%14022.7%26411.2%1319.1%106 Age 6 - 118.3%7814.7%13916.6%15613.1%123 Age 12 - 1742.7%25223.6%13923.7%13927.6%163 No Children37.0%5839.0%6148.6%7650.2%79 AMP Rockstar Redbull Monster Demographic Variables% VolumeIndex% VolumeIndex% VolumeIndex

9. Occupation of Head of Household Exec/Admin/Management10.9%12315.7%17715.7%1788.3%93 Prof & Specialty8.4%643.1%239.9%7515.3%116 Sales Technicians8.8%1415.9%946.0%9611.1%178 Administrative Support3.4%494.8%694.0%588.2%118 All Service9.7%1135.0%588.7%1029.9%116 Crafts & Precision17.5%14910.2%8720.9%17716.5%140 Transportation & Material Moving13.7%3463.6%907.3%1848.0%202 Farm/Forest/Fishing0.3%870.2%490.2%530.1%34 No Civilian Employment27.3%6851.7%12927.2%6822.6%56 Household Composition Married Family with kids45.3%21144.0%20532.9%15331.6%147 Married Family without kids17.9%6124.0%8227.8%9525.9%89 Female Head Only with kids5.6%746.4%858.8%1178.2%109 Male Head Only with kids2.3%983.8%1643.4%1473.3%142 Multi-Person Household without kids20.8%1567.9%5914.8%11117.8%133 1 Person Household8.1%3113.9%5312.4%4713.2%51 AMP Rockstar Redbull Monster Demographic Variables% VolumeIndex% VolumeIndex% VolumeIndex

10. Difference across Brands Red Bull Monster Rockstar Amp Starbucks Private Label – Non-Existant Walmart Deal Harps Variety

11. Growth Neighborhood Market Harp’s Weddington

12. Category Role – Cash Mashine

13. AD HOC BASE TOTAL HOUSEHOLDS - (BASE) ITEM $ (000)DOLLAR SHAREITEM BUYERS (000) ITEM PENETRATION % REPEAT BUYERS (% 2+ TIME BUYERS) LOYALTY (SHARE OF $ REQ.) CARBONATED BEVERAGES TOTAL U.S. 17,209,180.73.3111,229.695.896.4100.0 WEST SOUTH CENTRAL 2,069,944.13.512,622.796.997.8100.0 AMP R - ALL REM. CARB. BEVERAGES- REGULAR TOTAL U.S. 20,945.80.52,081.61.838.87.2 WEST SOUTH CENTRAL 1,824.90.3238.01.836.86.6 FULL THROTTLE R - ALL REM. CARB. BEVERAGES- REGULAR TOTAL U.S. 21,326.50.52,380.82.139.67.4 WEST SOUTH CENTRAL 3,343.40.5324.52.549.17.3 MONSTER R - ALL REM. CARB. BEVERAGES- REGULAR TOTAL U.S. 94,656.82.03,416.82.944.823.8 WEST SOUTH CENTRAL 13,416.32.0520.54.037.525.3 NOS R - ALL REM. CARB. BEVERAGES- REGULAR TOTAL U.S. 3,216.10.1335.00.333.47.3 WEST SOUTH CENTRAL NA RED BULL R - ALL REM. CARB. BEVERAGES- REGULAR TOTAL U.S. 170,066.63.73,236.42.840.741.4 WEST SOUTH CENTRAL 19,404.72.9406.93.142.031.6 ROCKSTAR R - ALL REM. CARB. BEVERAGES- REGULAR TOTAL U.S. 26,430.70.61,597.61.438.013.1 WEST SOUTH CENTRAL NA

14. Changes in Category Depth Category Growth Category Role

15. Growth Neighborhood Market Harp’s Weddington

16. Facings ManufacturerWalgreensFacings66 FacingsWalmart FacingsHP FacingsNM Facings AMP% of Total Sum 10.34%10.71%4.65%10.00% % of Total N 7.41%10.64%5.08%10.42% N 2535 Full Throttle% of Total Sum 6.90%3.57%1.55%3.33% % of Total N 7.41%2.13%3.39%2.08% N 2121 Monster% of Total Sum40.00%10.34%39.29%31.78%36.67% % of Total N37.50%11.11%44.68%35.59%43.75% N9321 NOS% of Total Sum 20.69%3.57%10.85%1.67% % of Total N 22.22%2.13%11.86%2.08% N 6171 Redbull% of Total Sum40.00%31.03%10.71%34.11%16.67% % of Total N41.67%33.33%12.77%27.12%12.50% N1096166 Rockstar% of Total Sum8.00%10.34%14.29%4.65%13.33% % of Total N8.33%7.41%14.89%1.69%14.58% N22717 Total% of Total Sum100.00% % of Total N100.00% N2427475948

17. Price ManufacturerWalgreens Price66 PriceWalmart PriceNM PriceHP Price AMP% of Total Sum 8.35%5.09%5.05%7.50% N 2553 Full Throttle% of Total Sum 5.56%0.78%0.77%3.42% N 2112 Monster% of Total Sum32.40%11.27%62.78%62.29%36.41% N8321 NOS% of Total Sum 18.48%0.78%0.77%6.79% N 6117 Redbull% of Total Sum50.80%39.80%14.31%14.20%33.68% N1096614 Rockstar% of Total Sum6.16%6.95%11.76%11.67%0.99% N22991 Total% of Total Sum100.00% N2327495057

18. GM% Manufacturer66 GM%WalgreensGM%Walmart GM%NM GM%HP GM% AMP% of Total Sum9.34% 18.40%17.81%8.62% N2 553 Full Throttle% of Total Sum4.13% 2.73%2.64%0.46% N2 112 Monster% of Total Sum8.78%28.99%22.11%21.39%34.63% N3821 NOS% of Total Sum23.79% 5.16%4.99%11.07% N6 117 Redbull% of Total Sum38.18%53.50%27.15%26.27%32.97% N9106614 Rockstar% of Total Sum6.30%5.31%19.31%18.69%1.66% N22991 Total% of Total Sum100.00% N2723495056

19. Stocking Rates Stores Total Stocking 12345 Rates ManufacturerAMP021205 15 0.600 Starbucks003003 9 0.600 Rockstar070119 23 0.511 Monster91291233 74 0.448 NOS150107 15 0.429 Redbull8650221 45 0.429 Full Throttle 200103 6 0.400 SLAP030003 6 0.400 V8020002 4 0.400 Sambazon110002 3 0.300 AZ Energy100001 1 0.200 illy200002 2 0.200 Venom300003 3 0.200 Total2738186594

20. Private Label Success Absent Private Label National Brand Dominance New Category Target

21. Use Of Space Neighborhood Market Harp’s Weddington