Boulevard Project

1. BOULEVARD BEER CO.BOULEVARD BEER CO. Opportunity Analysis “Beer is living proof that God loves us and wants us to be happy.” -Benjamin Franklin

2. Current SituationCurrent Situation • Lack of product innovation across categories • Limited SKUs to take advantage of volume channels • Untapped in-store merchandising opportunities • Minimal channel presence • Under-represented in terms of volume sales in KC area.

3. Current Product LinesCurrent Product Lines • Year round beers: – Unfiltered Wheat – Pale Ale – Bully Porter – Lunar Ale – Dry Stout

4. Current Product LinesCurrent Product Lines • Seasonal Beers – Irish Ale • January - April – Zon • May - August – Bob’s 47 • September - October – Nutcracker Ale • November – December

5. Current Product LinesCurrent Product Lines • Smokestack Series – Long Strange Tripel – Saison – Double Wide IPA – The Sixth Glass

6. Current Merchandising andCurrent Merchandising and PremiumsPremiums

7. Situation AnalysisSituation Analysis –– ConsumerConsumer • Beer is more widely purchased than any other type of alcoholic beverage in the US. • Beer is widely consumed - 37% of US adults are past month beer drinkers. • Beer is broadly enjoyed across all key demographics segments. • The beer industry is projected to grow steadily fueled by the growth of key demographic segments. • Most beer shoppers are also beer consumers

8. Situation AnalysisSituation Analysis –– ConsumerConsumer • Convenient is where beer is purchased more frequently. • Where available, shoppers prefer to buy cold beer. • Half of adults are beer drinkers in the last year. • 4 of 10 U.S. adults are beer drinkers in the last month. • Beer is consumed the most by male, 21-27, white, blue collar demographic group. • The fastest growing demographic groups: – 21-27 year olds – 50+ year olds – Latinos – African Americans

9. Situation AnalysisSituation Analysis –– CategoryCategory • Alcohol beverages account for 16% of total beverage sales. • Beer is a $91.6 billion dollar category. • Alcoholic beverages are up 4% globally. Beer category is up 1% in the US. • Micro Brewers experienced a 18% growth in dollar sales and 12% in volume in last year when purchased with food. • Specialty Brewers experienced a 10% growth in dollars and 6% growth in volume in last year when purchased with food. • Micro Brewers represent the best opportunity for growth.

10. Situation AnalysisSituation Analysis –– ChannelChannel • Beer accounts for over half of all alcohol dollar sales. • Beer is very important category at retail regardless of channel. • Most shoppers purchase more than just beer on their shopping trips. • Beer has much higher productivity than liquor and wine.

11. ChannelChannel -- OnOn--PremisePremise • Bar and nightclub beer consumers skew male, younger, educated, white and moderate to high income households. • Beer is sold in on-premise establishments at a rate of: – 10 times greater than wine. – 14 times greater than liquor. • Beer represents 85% of total alcohol volume sold to on-premise accounts.

12. ChannelChannel -- GroceryGrocery • Grocery is the most popular channel for beer purchasing. • Beer is the 4th largest edible category. • Domestic beers account for 80% of the beer dollar share in supermarkets. • Supermarket beer shoppers skew male, younger, moderately educated, blue collar, white and moderate to high income households. • Beer drives the shopping trip for 3 of 10 beer buyers.

13. ChannelChannel -- ConvenientConvenient • Convenience is important volumetrically, driven by store count and purchase frequency. • Beer is the #2 selling category in convenience trade with 13.2% of total in-store sales. • Beer outsells all other categories in the cold vaults. • Beer shoppers skew 35+ years of age, white, moderate income males.

14. ChannelChannel -- Club StoresClub Stores • Other than supercenters, club store represent the greatest level of growth of any channel. • Warehouse clubs are posting strong sales future potential. • Warehouse club shoppers skew 35-50+, white and affluent. Versus all channels beers skew middle-aged, white, affluent women. • There is an opportunity to make warehouse clubs stores a beer shopping destination.

15. ChannelChannel –– LiquorLiquor • 4 in 10 beer shoppers purchase other items in the store. • Shoppers most likely to be found are male, 35+, higher income whites. • Premium and specialty beers are most likely purchased at liquor stores.

16. ChannelChannel –– DrugDrug • Drug channel beer shoppers skew male, younger, moderately educated, blue collar with moderate incomes. • Package liquor accounts for 31% of consumable sales in the drug channel. • 34% of beer purchasers decided while in the store.

17. Channel OpportunitiesChannel Opportunities • Enhance store profits with strategic merchandising, displays and POS materials. • Increase sales with key feature offerings. • Leverage beer’s higher sales productivity. • Because is most often purchased with other items, use merchandising and cross promotions that will resonate with beer shoppers.

18. Situation AnalysisSituation Analysis –– BrandBrand LandscapeLandscape • Locally, Boulevard only represents a 2.8* share. • Boulevard does business in 13 states. • The Brewers Association currently ranks Boulevard as the 7th largest craft brewery. • 18th largest active brewery in the United States. • After producing 132,000 barrels in 2007, 140,000 barrels are expected to be made in 2008.

19. Growth OpportunitiesGrowth Opportunities • Product Innovation • Packaging Innovation • Cross Merchandising with items that resonate with beer shoppers • Retail Merchandising Opportunities • National Expansion • Line Extensions • Channel support strategies

20. Packaging InnovationPackaging Innovation • Shaped Aluminum Cans • 24oz Glass Bottles • 40oz Glass Bottles

21. Product InnovationProduct Innovation • Black & Tan

22. Packaging InnovationPackaging Innovation • 30 Pack Suitcases • Mini Kegs • Refrigerator Packs

23. OnOn--Premise KitsPremise Kits

24. OnOn--Premise KitsPremise Kits

25. Beer Sampler KitsBeer Sampler Kits

26. Retail DisplaysRetail Displays

29. OnOn--Premise AdvertisingPremise Advertising • Micro and specialty beer brewers enjoy preferential status when coupled with meals. • On-premise food is the fastest growing segment for micro and specialty brewers. • This represents an unique opportunity to leverage add-on sales and cross promotions.

30. OnOn--Premise AdvertisingPremise Advertising

31. OnOn--Premise AdvertisingPremise Advertising

32. OnOn--Premise CrossPremise Cross MerchandisingMerchandising

33. OnOn--Premise CrossPremise Cross MerchandisingMerchandising

34. Retail Cross MerchandisingRetail Cross Merchandising • Leverage micro brewer’s unique position as the preferred alcoholic beverage with food to drive retail sales. • Cross brand with other brands with on-pack couponing and other promotions. • Offer ‘How-to’s and recipe information to broaden consumer interest creating secondary sales.

35. Retail Cross MerchandisingRetail Cross Merchandising

38. Regional Retail CrossRegional Retail Cross MerchandisingMerchandising

39. Holiday Event PromotionsHoliday Event Promotions • Most Holiday events correspond to seasonal beer offerings. • Offer the best opportunity for broad brand exposure and create excitement in category.

40. Holiday Event GraphicsHoliday Event Graphics

46. SummarySummary • Micro and specialty brewing is the fastest growing segment in beer. • Half of US adults drink beer in the last year. • Convenience and grocery represent the largest opportunities for volume increase. • Consumers prefer micro and specialty beers with on-premise food. • Beer shoppers are overwhelmingly beer consumers. • Impulse buyers are heavily influenced by packaging and in-store POS. • Aluminum cans are fastest way to volume entry in convenient and supermarket channels. • Premium beers and imports such as Guinness and Saporro are switching to spun aluminum cans.

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