St. Patrick s Day Beer Report March 17, 2018 Prospectus

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Laura Tucker
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1 St. Patrick s Day Beer Report March 17, 2018 Prospectus

2 Overview BeerBoard monitors over 50,000 draft lines on a constant basis. This generates incredible amounts of data, but gives great insight to the style and brand trends within the beer industry. Our series of Pour Reports are based on a sample set from our database with same-store sales year-over-year. The BeerBoard St. Patrick's Day Report is an interesting and fun look at facts and information on beer consumed across the country on the day for the Wearin' O the Green. All data is based on same-store, same-brand pour volumes from March 17, 2018, with comparisons against March 17, 2017 (where applicable). Cheers! The BeerBoard Team

I ll Have a Stout Please Stouts typically rank at #8 overall among the top styles poured in the U.S. On St. Patrick's Day 2018, Stouts climbed to the #2 overall style nationally (8.

3 I ll Have a Stout Please Stouts typically rank at #8 overall among the top styles poured in the U.S. On St. Patrick's Day 2018, Stouts climbed to the #2 overall style nationally (8.35% share), muscling past Lagers and IPAs, the traditional #2 and #3-ranked styles. Deeper Look at the Dark Looking at the 30-day window leading up to St. Patrick s Day (Feb 16-March 16), Stouts regularly claim a share average of 2.33%. As mentioned, that spiked to 8.35% on St. Patrick s Day for a 258% increase. Brand Awareness The #1 Stout served in America again dominated pour volumes for St. Patrick s Day. Guinness claimed a staggering 98.2% share of the Stouts served. Riding the wave of green, the brand moved all the way up to the #3 brand poured on the day (typically checking in at #14 overall), claiming an 8.2% overall share. Up from its standard 1.68% share, Guinness saw a one-day lift of 388%. Coming Along for the Ride IPAs and Ciders both saw notable growth in its share percentage over St. Patrick s Day IPAs were up 30.6% for same-day, same-store sales, while Cider realized a 7.3% bump. IPAs were definitely pushed by the introduction of Stone Scorpion Bowl IPA, which rocketed up the charts to settle in at the #26 overall brand (0.39% share). Ciders were led by Angry Orchard. The #13 overall brand had a 1.23% share for the day. Top 5 Overall Styles & Brands Light Lager won the day, claiming a 43.8% share. Following Stouts at #2, American IPA came in at #3 (7.43%), American Lagers were #4 at 7.2% and American Wheat rounded out the top 5 with a 4.35% share. Bud Light (16.5%) and Miller Lite (10.3%) were the #1 and #2 brands poured, respectively. As mentioned, Guinness came in at #3 and was followed by Coors Light (7.83%) and Michelob Ultra (6.44%)

A Look Around the Country Looking at major cities around the country, we show the top three styles and top three overall brands (with share percentage) poured on St. Patrick s Day.

4 A Look Around the Country Looking at major cities around the country, we show the top three styles and top three overall brands (with share percentage) poured on St. Patrick s Day. And since BeerBoard is headquartered in Syracuse, NY, we had to throw the Cuse into the report! New York City Top 3 Styles: Irish Dry Stout (18.1%), American IPA (10.9%), Light Lager (7.6%) Top 3 Brands: Guinness (17.1%), Stella Artois (6.1%), Bud Light (5.5%) Cincinnati Top 3 Styles: Light Lager (50.3), American Lager (9.8%), Irish Dry Stout (5.9%) Top 3 Brands: Bud Light (31.9%), Miller Lite (10.7%), Budweiser (5.7%) Chicago Top 3 Styles: Light Lager (35.9%), Irish Dry Stout (16.9%), American Pale Ale (10.9%) Top 3 Brands: Guinness (16.9%), Miller Lite (16.4%), Coors Light (16.2%) Atlanta Top 3 Styles: Light Lager (56.4%), American Lager (12.7%), American Wheat (6.9%) Top 3 Brands: Bud Light (26.5%), Miller Lite (13.3%), Michelob Ultra (12.4%) Dallas Top 3 Styles: Light Lager (62.6%), American Lager (15.1%), Vienna Lager (4.0%) Top 3 Brands: Bud Light (19.9%), Dos Equis (13.3%), Miller Lite (13.1%) Los Angeles Top 3 Styles: Light Lager (27.9%), Lager (9.5%), American Lager (8.4%) Top 3 Brands: Coors Light (10.4%), Bud Light (9.0%), Modelo Especial (8.5%) Syracuse Top 3 Styles: Light Lager (24.7%), Irish Dry Stout (15.7%), American IPA (13.9%) Top 3 Brands: Guinness (15.7%), Coors Light (5.7%), Bud Light (5.6%) ** The highest turnover per tap in Syracuse on St. Patrick s Day goes to the legendary Coleman s Green Beer

About BeerBoard BeerBoard monitors over 50,000 draft lines and 35,000 products through its Integrated Beer Management and Guest Display System.

5 About BeerBoard BeerBoard monitors over 50,000 draft lines and 35,000 products through its Integrated Beer Management and Guest Display System. Installed at thousands of client locations, BeerBoard s services include SmartBar, which generates pour data and trend-driven analytics, BeerBoard Display, a consumer-facing digital menu display, BeerBoard Menu, automated print and website menus, and a consumer mobile application. The company services high profile independents and major chain clients throughout North America, including Buffalo Wild Wings, Hooters, BJ s Restaurant & Brewhouse, Twin Peaks.and Applebees. Thirsty For More? Do you want to see where BeerBoard's data can take you and your brand? Interested in actual pour volumes, time/date stamping or share percentage? Contact us at info@beerboard.com or We always love talking beer!

2018 Year in Beer. A Look Back at Style and Brand Performance

2018 Year in Beer. A Look Back at Style and Brand Performance 2018 Year in Beer A Look Back at Style and Brand Performance 2018 Year in Beer by BeerBoard A Look Back at Style and Brand Performance In our 2018 Year in Beer, we take look back at the on-premise performance