The global craft beer revolution. Dr Ina Verstl Brauwelt International Sydney 2016

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1 The global craft beer revolution Dr Ina Verstl Brauwelt International Sydney 2016

2 10,000 craft breweries world-wide Alltech

3 Top 10 countries with craft breweries

4 For the consumer: What is a craft beer? real, pure, with no chemicals or preservatives added authentic story that can be researched online more flavoursome, different and special priced as super-premium

5 Appeal of craft beer

6 Challenges to Big Beer U.S. in structural decline Western Europe in structural decline Russia in decline Brazil, China in cyclical decline Mexico, Africa and Asia are growing

7 Challenges to Big Beer further market fragmentation new entrants more competition brewers mainstay brands becoming more and more irrelevant market share loss

8 Challenges to Big Beer

9 Big Brewers and craft beer The big breweries are off-trend there, volumes are declining but it's still a very small and slow decline - it's only about 1% a year - it's a death by a thousand cuts. Investment research firm Morningstar Oct. 2015

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11 Craft beer revolution in the U.S.

12 Craft beer revolution in the U.S. Brewers Association

13 U.S. craft beer segment by styles

14 Craft beer revolution in the U.S.

15 Craft beer is hurting Big Brewers

16 AB-InBev s beer shipments in U.S. Beer Marketers Insights

17 Pareto s rule: 20% of vol = 80% of profit

18 Top 15 global beer brands Rabobank 2016

19 Craft beer takes over 2013

20 Craft beer dollar sales in the U.S. in 2015, by city Statista

21 Build or buy?

22 For MillerCoors Blue Moon and Leinenkugel are craft beer brands Beer Marketers Insights

23 Banking over brand building - TCCC

24 Banking over brand building - TCCC 2014: Monster Beverage (USA) 2014: Tonicorp dairy (Ecuador) 2014: Keurig Green Mountain (USA) 2015: China Culiangwang (China) 2015: Suja juices (USA)

25 Serial acquirer: AB-InBev has bought the most craft brewers ( ) Country Date Acquirer* Acquired Founded UK February 2011 Molson Coors Sharp s, Cornwall 1994 USA March 2011 AB-InBev Goose Island, Chicago 1988 Australia 2012 Lion (Kirin) Little Creatures 2000 Ireland January 2013 Molson Coors Franciscan Well, Cork 1998 Australia April 2013 Asahi Cricketers Arms, Melbourne 2005 USA October 2013 Duvel Moortgat Boulevard, Kansas 1989 Norway November 2013 Hansa Borg Nøgne Ø 2002 USA February 2014 AB-InBev Blue Point, New York 1997 USA May 2014 AB-InBev 10 Barrel, Portland 2006 USA December 2014 Mahou San Miguel Founders, Michigan 1997 USA January 2015 AB-InBev Elysian, Seattle 1995 Brazil February 2015 AmBev** Wäls, Minas Gerais 1999 Colombia May 2015 AmBev** Bogota Beer Company 2002 UK May 2015 SABMiller Meantime, London 1999 USA July 2015 Duvel Moortgat Firestone Walker, California 1996 Brazil July 2015 AmBev** Colorado, Sao Paulo 1995 USA September 2015 AB-InBev Golden Road, Los Angeles 2011 USA September 2015 Heineken Lagunitas, California 1993 USA September 2015 MillerCoors Saint Archer, San Diego 2013 Australia September 2015 Asahi Mountain Goat, Melbourne 1997 Canada October 2015 Labatt** Mill Street, Toronto 2002 USA November 2015 Constellation Brands Ballast Point, California 1996 USA December 2015 AB-InBev Breckenridge, Colorado 1990 USA December 2015 AB-InBev Four Peaks, Arizona 1996 UK December 2015 AB-InBev Camden Town, London 2010

26 Craft beer deals: heady prices Acquirer Acquired Price (estimated) AB-InBev Goose Island USD 38 mio AB-InBev Blue Point USD 24 mio AB-InBev 10 Barrel USD 50 mio AB-InBev Elysian USD 60 mio AB-InBev Breckenridge USD 70 mio AB-InBev Four Peaks USD 70 mio Duvel Moortgat Boulevard USD 100 mio Duvel Moortgat Firestone Walker USD 250 mio Heineken Lagunitas USD 500 mio Constellation Brands Ballast Point USD 1000 mio

27

28 Big growth in small beers Beer Marketers Insights

29 AB-InBev entering all tiers

30 Craft, crafty and corporate craft beer brands Definition of craft beer - Ingredients - Size - Ownership

31 Ownership becomes key Steve Hindy, the founder of Brooklyn Beer, mused on 18 December 2015 on BeverageDaily.com: I think the interesting numbers to look at in the next decade will be independent craft versus big companyowned craft beer. We ll see how that plays out. We ll see if independence really matters to the consumers.

32 Independence is the new craft BrewDog Nailing our colours to the mother fucking mast BrewDog 22 December 2015 We [at BrewDog] believe independence is massively important to great beer. We believe the lack of [an] overbearing parent company is key to being able to make fantastic beer. We believe that the evidence massively shows mega corporations taking over former craft brewers is horrifically bad for the beer, for the consumer, and for the industry overall. And we love all 3 of these things.

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