BRIAN PERKINS Vice President, Budweiser

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1 BRIAN PERKINS Vice President, Budweiser

2 Budweiser Is The Most Valuable Beverage Alcohol Brand In The World GLOBAL BRAND VALUE SOURCE: 2013 Interbrand Best Global Brand Ranking

4 In 2009 We Committed To Stabilizing Budweiser STABILIZATION IS WORKING Sales to Retailers YOY (5.8)% (9.0)% (7.8)% (5.4)% (5.4)% (2.8)% SOURCE: BudNet Sales to Retailers through 9/30, TUS, (not Sales Date Adjusted)

10-09-11 11-06-11 12-04-11 01-01-12 01-29-12 02-26-12 03-25-12 04-22-12 05-20-12 06-17-12 07-15-12 08-12-12 09-09-12 10-07-12

12-02-12 12-30-12 01-27-13 02-24-13 03-24-13 04-21-13 05-19-13 06-16-13 07-14-13 08-11-13 09-08-13 10-06-13 Budweiser Mega

20 0.20 0.00 0.00-0.20-0.20-0.40-0.40-0.60-0.60-0.80-0.80-1.00 2011 2012 2013 2011 2012 2013-1.

5 Budweiser Mega showing share improvement over past 6 months 0.40 Budweiser Share of Beer (vs YA) 0.40 Budweiser Mega Share of Beer (vs YA) Source: IRI MULC, Share Total Beer, 4WE vs YA

6 Budweiser Brand Health Has Demonstrably Improved Since Budweiser Consumer Collages Qualitative Research Study 2013 Budweiser Consumer Collages

7 Budweiser Brand Health Has Demonstrably Improved Since 2010 Well Groomed Hard Working Proud Authentic

8 Budweiser Has Two Distinct Drinker Audiences 35+ TRADITIONALISTS MILLENNIALS 21-27

9 We Are Investing In Big Programs To Protect Our Traditional, Loyal Drinkers

10 We Are Investing In Big Programs To Protect Our Traditional, Loyal Drinkers

11 Major League Baseball Is Our Big Bet Sports Property Baseball viewership over indexes with SOURCE: MRI Double Base 2012 Adult 35+ Beer Drinkers

12 23 Team sponsorships allow us to own every consumer touch-point

13 Large retail activation drives incremental display opportunities

14 We Are Investing In Big Programs To Protect Our Traditional, Loyal Drinkers

15 NASCAR Is Very Geographically Relevant & Fans Are Loyal to Budweiser Nascar fans 75 more loyal to Budweiser than non-fans Concentrated in FL, XX, XX efficient activation and digital geotargeting Kevin Harvick amazing brand ambassador SOURCE: NASCAR Internal Reporting

16 NASCAR engagement driven by digital content & very targeted 16

17 We Are Investing In Big Programs To Protect Our Traditional, Loyal Drinkers

18 Red, White and Blue Connects with our Military Better World Partner: FOLDS OF HONOR

19 This program drives meaningful retail execution and provides a Better World platform

20 Red, White and Blue Connects with our Military Better World Partner: FOLDS OF HONOR

21 Budweiser Has Two Distinct Drinker Audiences 35+ TRADITIONALISTS MILLENNIALS 21-27

22 Budweiser growing faster with Millennials faster than competitor brands Volume CAGR ( ) CAGR +11.4% Coors Light 7.7% Miller Lite 2.7% 60 Heineken -10.1% SOURCE: IRI, MULC, TUS, 52 Week Ending (2013 = 52W 9/30/13)

23 We are investing big behind platforms that target the Millennial consumer base

24 We are investing big behind platforms that target the Millennial consumer base

25 Budweiser Innovation Drives Penetration With New Drinkers

26 Project 12 sampled at Budweiser Made In America event, showcasing our Brewmasters craftsmanship

27 Project 12 Gaining Buzz Through PR Effort In Coordination With Launch

28 Project 12 Has A Powerful Halo To Budweiser IMPROVED PERCEPTION SOURCE: BMIA Digital Consumer, Survey Sept. 1, 2013

29 We are investing big behind platforms that target the Millennial consumer base

30 Black Crown positioned to appeal to Millennial Repertoireist

~40% of Black Crown s Source of Alcohol Switching comes from Wine and Spirits Source of Total Servings Source of Total Alcohol Switching New Buyers 0.2 Category Expansion 6.

31 ~40% of Black Crown s Source of Alcohol Switching comes from Wine and Spirits Source of Total Servings Source of Total Alcohol Switching New Buyers 0.2 Category Expansion Spirits Switching 18.3 Wine Switching Total Switching Beer Switching Source: IRI Consumer Network Panel, TUS All Outlets, 17 Weeks Ending 5/12/2013 vs. YAG

32 Within Beer Category, Black Crown also has high interaction with Mainstream Craft 9x BLACK CROWN FAIR SHARE INTERACTION INDEX 4x 1x Samuel Adams Blue Moon SOURCE: internal Brand Performance Tracking YTD August

total share) 86% Redd s Apple Ale 58% SOURCE: IRI Group

33 Black Crown showing higher repeat purchase than other innovation in 2013 % of share coming from REPEAT PURCHASE (% of total share) 86% Redd s Apple Ale 58% SOURCE: IRI Group National Consumer Panel, Total US All Outlets, 36 Weeks Ending September 30, 2013

34 We are investing big behind platforms that target the Millennial consumer base

35 Budweiser Made in America Co-Founded with Jay Z

36 30 Budweiser Made In parties took our campaign across the nation

37 Philadelphia hosted massive festival over Labor Day Weekend, capping off summer long music activation FESTIVAL ATTENDEES

38 Digital amplification drove awareness well beyond the festival footprint LIVE STREAMS CONSUMERS REACHED CONSUMERS REACHED 38 SOURCE: AEG Digital Media Report; Facebook Analytics & Twitter Ad Dashboard Aug 29 Sept 2

40 Executive Summary Most Valuable Alcohol Brand In The World Committed To Stabilization 2 Distinct Consumer Segments Traditionalists & Millennials Investing Behind Traditionalists Major League Baseball, NASCAR & Military Investing Behind Millennials Innovation & Budweiser Made In America

NASCAR LISTENER PROFILE

NASCAR LISTENER PROFILE Listeners < $50,000 39% 47% 32% Listeners 68% 52% 49% $50,000 - $74,999 19% 16% $75,000 - $99,999 17% 14% $,000 - $149,999 15% 13% $150,000 + 11% 10% Listeners 18-34 Years 35-54