1. Modelo Especial 24 Loose Carton Roll-Out Presentation

2. Table of Contents Executive Summary Brand Consumer Target Overview
Sales Objective and Strategies
Product/Package Specifications
Support Materials

3. Executive Summary

4. Why Modelo Especial 24pk Bottles?
Opportunity
Key Segment: The 24-pack segment is a key package within off-premise channels such as Club, Mass, Grocery and Liquor where consumers are looking to trade up to larger packages to meet specific drinking occasions. In the last 4 weeks, the Import 24-pack bottle segment was up 1.6% YTD in Food with Modelo Especial growing +27.8%.1
Consumer: This package fulfills a key consumer need, appealing to General Market Social Seekers who prefer to drink bottles in 66% of occasions and to Hispanic Creatures of Habit who consume, on average, 5.9 beers per occasion and frequently buy for large, social gatherings.2 This pack caters to consumer preferences for larger, stock-up packages that have greater perceived value.
Brand: The ME 24-Pack Loose bottle package serves as an additional package to strengthen Modelo’s presence in key off-premise channels and give consumers the opportunity to trade up (Quality and Volume), generating incremental revenue and profit per transaction. Modelo Especial continues to show strong performance on a national level, growing +13.7% in 2011 and sustaining its position as the #3 imported beer in the U.S. 3 The brand has been delivering growth of 22% over the past 10 years, making it one of the fastest growing brands in the industry. 4
Profit/Competition: This new SKU will trade up consumers from Domestics and competitive Import 12-packs, offering a retailers the opportunity for incremental sales and margin.
Sources:
1 IRI InfoScan TOTAL U.S. – FOOD YTD Ending March 18th, 2012
2 Crown Segmentation Study, July 2010.
3 IRI InfoScan TOTAL U.S. - FD/DG/MM/CONV 52 Weeks Ending Sept 5th, 2010
4 CAGR

5. Brand Consumer Overview

6. Total Market Target Consumer
Modelo Especial’s Total Market Target Consumer:
“Social Seekers”
Demographic Profile:
Multicultural 25- to 34-year-old males who are typically higher income, college-educated, and have a high number of beer-drinking occasions per week (4.3X).
Beer Occasion: Word-Reward
Social Seekers believe good beer is meant to be shared with friends, and therefore drink to release and celebrate with others after a long day and to be in the moment.
Psychographic Profile:
Social Seekers have active lifestyles, are culturally mobile, and are more style conscious. They believe what you drink makes a statement about who you are.
Social validation from their peers helps them feel confident in their choices.
Drinking imports helps them to look and feel a little classier at a bar or party, and choosing Modelo Especial helps express their individuality and make a statement of substance with style.

7. Hispanic Target Consumer
Modelo Especial’s Hispanic Target Consumer:
“Creatures of Habit”
Psychographic Profile:
This consumer tends to be at an earlier stage of acculturation, and therefore gravitates towards what appears familiar from his country of origin. He’s reserved, hard-working, and self-aware; drinking beer helps him boost his “social” and “macho” confidence and re-energize after a hard day’s work. He has a reserved nature, believing the quality of the things he chooses will reflect the way he is and express the fact that he doesn’t settle for just anything.
Demographic Profile:
Age: 25-34
Gender: Skews heavily male
Income/Education: Lower income, Mid to lower education
Nativity: 1st and 2nd Generation (mostly foreign born)
Language: Spanish dominant
Category frequency: Medium-heavy

8. Source of Volume Modelo Especial:
Other Domestic stock-up packages: Tecate, Bud Light, Bud and Coors Light 20-pk bottles
Import 12-pack bottle packages
Modelo Especial 24-pk Loose Bottles will add incremental volume to the category.

9. Sales Objective & Strategies

10. Sales Objectives & Strategies
Wherever competitive domestic or import 24-Pack Bottles are sold... sell-in the Modelo Especial 24-Pack Bottle
Target Independent accounts, especially those that cater to Hispanic consumers
Chain Stores
Liquor Stores
Accounts that sell full cases

11. Pricing Strategy
NOTE: BU To Insert Pricing Here

12. Hispanic Grocery - Open Air Cooler
Retail Positioning
Hispanic Grocery - Open Air Cooler
Build on the strength of the Modelo Especial Brand name. Block with Modelo Especial packages and place on the well shelf for adequate pack-out.
Lead Modelo Especial brand block with 24pk Bottles package to encourage consumer Trade-up.
Traffic Flow

13. Grocery - Open Air Cooler
Retail Positioning
Grocery - Open Air Cooler
Build on the strength of the Modelo Especial Brand name. Block with Modelo Especial packages and place on the well shelf for adequate pack-out.
Lead Modelo Especial brand block with 24pk Bottles package to encourage consumer Trade-up.
Traffic Flow

14. Retail Positioning Convenience Store
Build on the strength of the Modelo Especial Brand name. Block with Modelo Especial packages and place on the well shelf for adequate pack-out
Traffic Flow

15. Retail Positioning Drug Store
Build on the strength of the Modelo Especial Brand name. Block with Modelo Especial packages and place on the well shelf for adequate pack-out.
Lead Modelo Especial brand block with 24pk Bottles package to encourage consumer Trade-up.
Traffic Flow

16. Product/Package Specifications

17. Product Specifications
Product Profile
Modelo Especial per 12 fl. oz.:
4.4% ABV
145 Calories
0.0% Grams of Fat
180 Day Shelf Life

18. Package Specifications
Modelo Especial 24/12-oz. Case Specs
Length:                      44.1cm (17.36”)
Width:                        31.0cm (12.20”)
Height:                       20.3cm (8.00”)
Weight:                      13.95kg (30.75lbs)
Modelo Especial 24/12-oz. Bottle Specs 
Bottle height:            cm (7.50”)
Bottle diameter:       cm (2.81”) – maximum diameter
Bottle weight:           kg (1.21lbs)
Modelo Especial 24/12-oz. Pallet Specs
49 cases per pallet: layers of 7 cases each
Pallet dimensions:   cm x 93.5cm (42.5“ x 36.8")
Pallet weight:            kg (1,532lbs)
Modelo Especial 24/12-oz. Loading  Specs
Pallets per railcar:    for a total of 4,116 cases
Pallets per trailer:    for a total of 1,372 cases

19. Bar Codes/UPC Numbers Modelo Especial 12-oz. Bottle
Modelo Especial 24 Loose Bottle Case

20. Sell sheet is available on the Marketing-On-Demand (MOD) Website:
Support Materials
Sell sheet is available on the Marketing-On-Demand (MOD) Website:
Graphic Templates: Image Gallery> Modelo Brands > Brand Templates > Modelo Especial
Posters (English and Spanish)
Banners (English and Spanish)
Static Stickers (English and Spanish)
Sell Sheet: New Products > Modelo Brands > Modelo Especial 24PK Loose Bottles

21. Good Selling!