2. MAGAZINESCANADA.CA BEER, WINE and LIQUOR Magazine readers are regular users of beer, wine and alcohol beverages Beer, Wine and Alcohol Beverages (Index)MagazinesTelevisionRadioNewspapersWeb Drank wine past 6 months1109610310999 Drink red wine11390102112101 Drink white wine11693103111100 Drink rose wine12398105108104 Drink ice wine1259796102130 Drank champagne/sparkling wine past 6 months12485104107104 Drank cooler past 6 months1149911092115 Drank cordials & liqueurs past 6 months11798107108101 Drank rum past 6 months10792108106 Drank vodka past 6 months1149710698115 Drank tequila past 6 months1218410999128 Drink domestic/microbreweries beer11874104115132 Drink light beer110102109111103 Drink import beer1137999111125 Source: PMB, Fall 2013: A19+, Heaviest quintiles (1 & 2) Magazine media readers are regular users of most all major beer, wine and liquor categories. They are heavy spenders, they frequently visit retail outlets and they buy alcohol beverages as gifts. Plus, magazine readers actively take action after seeing magazine ads: 64% take at least one action while 40% take purchase actions. Magazine readers are heavy spenders on beer, wine and alcohol beverages Beer, Wine and Alcohol Beverages (Index)MagazinesTelevisionRadioNewspapersWeb Pay $10+ per bottle of wine bought11592104112100 Pay $15+ per bottle of wine bought12078103114111 Pay $20+ per bottle of wine bought1196997103114 Make 1+ trips to a wine store in average month12289113118105 Make 1+ trips to a liquor store in average month11295107109106 Buy beer, wine or liquor as a gift12592106112115 Source: PMB, Fall 2013: A19+, Heaviest quintiles (1 & 2) Magazine readers are predisposed to wines from all regions of the world Beer, Wine and Alcohol Beverages (Index)MagazinesTelevisionRadioNewspapersWeb Drink wine from Canada11492100105102 Drink wine from Ontario12388107110105 Drink wine from U.S.1218299118106 Drink wine from France11586102119107 Drink wine from Germany11192105112104 Drink wine from Italy12389106118103 Drink wine from Spain12780101124105 Drink wine from South America12183104119103 Drink wine from South Africa12587103114104 Drink wine from Australia11985105113107 Source: PMB, Fall 2013: A19+, Heaviest quintiles (1 & 2)

3. PACKAGED GOODS Heavy users of wine (drank 6+ glasses in the past week) are more developed among magazine readers Among adults 19+, magazines reach 422,000 wine drinkers, more than any other measured medium. A combo of magazines and web are a strong combination. Source: PMB, Fall 2013: A18+, Media imperatives. Drank 6+ glasses of wine in the past/next 12 months 3-D Multi-Media Quintiles (000’s reached) 64% of Magazines readers take action after seeing a beverage alcohol ad Actions Taken* : Beer, Wine & Liquor (%) Have a more favourable opinion about the advertiser22% Recommended the product/service12% Visited their website10% Looked for more information about the product/service15% Clipped/saved the ad7% Consider purchasing the product/service29% Purchased the product service12% Took any action64% Source: StarchMetrix Canada – Beverage Alcohol Category, April 2012 to March 2013. * Actions based on respondents who noted ads 29% net Impact Actions (% positively impacted by the ad or recommended the product) 25% net Reference Actions (% actively seeking more info about the advertised product) 37% net Purchase Actions (% purchased or considering purchase of the advertised product) BEER, WINE and LIQUOR Magazine media make the connection with alcohol beverage purchasers. Magazine readers drink an array of major wine varieties Beer, Wine and Alcohol Beverages (Index) MagazinesTelevisionRadioNewspapersWeb Red Wine: Drink Merlot11488102112104 Drink Pinot Noir12087103117104 Drink Shiraz/Syrah12280104115109 Drink red blends11381101110113 White Wine: Drink Chardonnay11892100115105 Drink Pinot Grigio/Pinoir Gris12684108107118 Drink Riesling11987105112110 Drink Sauvignon Blanc12386103114107 Drink white blends1011049411497 Source: PMB, Fall 2013: A19+, Heaviest quintiles (1 & 2)