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Brand Share YTD on 12oz.

Products
In the Off-Premise Channel for 2012
2012 YTD by Brand
After this analysis, in
7% 11%

2013 move to keep the top 4 brands year round and and create 1

3%

9%

19%

25%

rotating placement
26%

with remaining brands.


* Information based on 4/6/12oz. cases only

Top 4 - 12 oz. Brand Trends


Over Last 4 years in Total C.E.
3500 3368 3000 2809 2500 2263 2000 2053 2099 2281 2196 3079

1500 1122 699 500 2009 2010 1037 924

1552 1318

1617

1000

953

2011

EST. 2012

* EST. 2012 number calculated from an average of YTD information

2013 - 12 oz. Year-round Offerings


A The best selling 12oz. 6pk of 2012 and the most consistent

The Flagship Brand offered in all packages and an option to capture the popularity of an IPA in the Colorado market

The Fastest Growing Brand in all markets and a unique style to integrate into some on premise targets recommended packaging redesign including logo below to align with and drive other product sales. Continued promotion at festivals and events.

The most consistent product for both draft and package

2013 Introduction of a Seasonal 12 oz. Placement


Release dates begin every quarter to create consistency for wholesaler, retailer, and customer. Spring Blonde Ale March Summer June Fall September Winter December

Wit (New Product) Brown


Red & Porter previous sales numbers combined equal BLND & BRWN sales for the year

Estimated 500 cases sold at each release by averaging 2012 sales of each. Placement will take existing BLND / PSP rotating placement or grow into BRWN placement, survey of accounts reveals most do not have a placement for both. Eliminating BRWN yearround would also open a place for THC.

Brand Share YTD on 15.5G Products


In the On Premise Channel for 2012
2012 Keg Share YTD
Move to keep top 4 brands year
3%

round and create 1 rotating


10%

placement with remaining brands and new products + limited Raspberry Wheat production

2%

6%

27%

19% 14% 19%

Top 4 15.5G Keg Brand Trends


Over Last 4 years in C.E.
500 454 430 400 412 360 329 300 268 200 163 155 100 117 248 179 291 280 237 227 173

0 2009

2010

2011

EST. 2012

* EST. 2012 number calculated from an average of YTD information

2013 15.5G Keg Year Round Offerings


A

The best selling and the most rapidly growing draft product in 2012 The Flagship Brand offered in all packages and an option to capture the popularity of an IPA in the Colorado market

Good transitional product from domestic to craft beer bars; draft representation will drive off-premise Spring sales; This strategy will just call for increase in production for March Popularity among restaurants for pairings; draft representation will drive Fall off-premise package sales; this strategy will just call for increase in production for September

2013 Introduction of a Seasonal Draft 15.5G


Spring March
Summer June Fall September Winter December

Increase in Blonde taps with a coordinating release in 12 oz. bottle Wit (New Product) to replace Wheat Increase in BRN taps timed with bottle release
Red & Porter previous sales numbers combined equal BLND & BRWN sales for the year

Release dates begin every quarter to create consistency for wholesaler and customer. Estimated 100 kegs for each release to maintain sales numbers Breaks down to additional production of kegs for just Summer and Winter releases

16 oz. Tallboy Can Line Expansion

Second Can release should be from the Summer Seasonal Production Release of a new product will grow overall sales rather than take from a current 12oz. bottle. Can release would be a good way to launch a new Twisted Pine product with Draft, bottle and can release all occurring at once. Timing would hit peak can season if planned for late March, early April delivery.

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