BEYOND

BEER

DID YOU KNOW?

IGNITE category growth by inviting new 21+ drinkers with on-trend, sessionable Hard Beverages.

33

33

%

%

of total alcohol category growth is from Hard Beverages, driven by Seltzer, Canned Cocktails & Canned Wine.

Source: IRI MULC FY 2020

Michelob ULTRA Organic Seltzer

SELTZERS

0 Sugar, 0 Carbs, 80 Calories, USDA Organic, purely delicious!

Seltzer growth is powered by inviting new drinkers to the segment

Bringing unique, elevated flavors like Spicy Pineapple, Cucumber Lime & Peach Pear to win with the 30+ co-ed crowd.

82

%

of Seltzer drinkers are new to the segment.

These new shoppers are looking for

novelty,

flavor variety,

and brands they recognize.

Bud Light Seltzer Lemonade

Use well-known brands to unlock Seltzer growth

%

At only

17

seltzers still have a ton of room for growth. Recognizable brands like Bud Light and Michelob ULTRA are perfect for enticing new shoppers into Seltzers.

With 99% brand recognition, Bud Light Seltzer is winning with unique Seltzer demo-graphics, including 27% of Hispanic shoppers and 38% of African American shoppers.

household

penetration

Source: IRI Seltzer Purchase String Analysis Jun 20; IRI Panel All Outlets 02-21-21; Morning Consult weekly quant survey (n = 6,000 total alc drinkers) // Remesh Live Consumer Session (n=200 light beer/seltzer drinkers) // GameChanger At Home Usage Survey (n = 282 21-29 seltzer drinkers) Jun’20

RTD COCKTAILS

$3.00

The RTD Cocktail segment is growing rapidly

RTD Cocktails drive trade up

123

%

The convenience of RTD Cocktails allows for more occasions. As a result, RTDs are far outpacing the rest of the spirits segment, up 123%.

$0.84

Consumers are willing to spend more for the convenience.

RTD Cocktails

Spirits

Price Per Serving

RTD Cocktail growth is accelerating

Cutwater Cocktails

+192%

Cutwater is the industry-leader in RTD cocktails, with over 1,000 awards and counting!

+33%

2018 2019 2020

Source: IRI MULC 02-21-21; IRI MULC FY20

Babe

RTD WINE

Babe is the most photographed alcohol on Instagram, with the number of repeat buyers being 1.8.

Canned Wine is bringing new shoppers to the segment

75% of purchases are incremental.

Canned Wine has highest penetration with Gen Z & Millennials.

+57

%

Canned Wine is driving category growth

+16

%

Canned Wine

RTD Wine is up 57% while Total Wine is only up 16%.

Total Wine

RTD Wine is primarily driven by singles

Singles make up 60% dollar share, with 64% of RTD Wine dollar sales being Rosé & White.

Source: IRI MULC 02-21-21; IRI MULC FY20; IRI Panel SOV All Outlets CY20