1. 45% of U.S. Households Purchase Beer … But Beer generates nearly 3 times the retail $ sales of Wine Beer and Wine Category household penetration rates are comparable... % U.S. Household Shopper Penetration Source: Nielsen Household Panel, Adams Beer Handbook, 2000 54.7% Beer 30.9% Spirits 14.4% Wine % Share of Total Alcohol Beverage Retail $ Sales, 1999 Wine Spirits 45% 32% Beer 48%

2. Beer Drinkers Purchase Beer Frequently Beer Drinkers Purchase Beer Frequently About Half of Beer Drinkers Are Frequent Beer Shoppers 44% Frequent Shoppers 3 times a week or more 9% 1 to 2 times a week 35% 39% Occasional Shoppers Once every 2 weeks 19% Once every 3-4 weeks 20% Infrequent Shoppers Less than once every month 16% Source: A-B Beer Poll 2001

3. Source: 2002 AB Eagle Eye TM Interpretation … Beer Consumers Skew More Male and Less Female 70% of beer consumers are male while only 48% of the U.S. adult population is male 30% of beer consumers are female while 52% of the U.S. adult population is female Additional Skews Can Be Found for Age, Occupation, Race and Marital Status Who Is the Beer Consumer? % of Population

4. Key Beer Consumer Groups...  Male Consumers  Latino Consumers  Younger Consumers  Blue Collar Consumers  African-American Consumers  Aging Baby Boomer (50+ years) Consumers

5. Male Female 21-27 28 - 34 35 - 49 50+ 050150200250 Per Capita Consumption Index Males and Younger Consumers Are Key Beer Consumer Targets Average Per Capita Consumption Source: AB Market Research Per capita beer consumption among male consumers is 67% higher than average Per capita beer consumption among 21-27 year old consumers is more than double the average 100

6. % Past Week Beer Consumers % Past Week Beer Volume % of Total Male Female 65% 75% 35% 25% … but they consume 75% of past week beer volume 65% of past week beer consumers are male … Source: MRI Doublebase 2001 Male Consumers Have Higher Per Capita Consumption of Beer Products

7. Source: MRI Doublebase 2001 Younger Consumers Have Higher Per Capita Consumption of Beer Products 9% of past week beer consumers are between 21 and 24... … but they consume 13% of past week beer volume 28% 38% 24% 9% 25% 39% 24% 13%

8. Source: MRI Doublebase 2001 Blue Collar Consumers Have Higher Per Capita Consumption of Beer Products 21% of past week beer consumers are blue collar... … but they consume 25% of past week beer volume 25% 29% 25% 21% 25% 19% 29% 28%