Collaboration for Change: Promoting Alcohol Responsibility to Consumers April 24, 2017

Objectives Share Brown-Forman & industry commitment to alcohol responsibility and types of resources available Show and explore activation & partnership ideas Discuss possible next steps

THE SUSTAINABILITY IMPERATIVE “BRANDS THAT DEMONSTRATE COMMITMENT TO SUSTAINABILITY OUTPERFORM THOSE THAT DON’T.” Overall, the number of consumers willing to pay more for brands committed to a positive social and environmental impact continues to rise – reaching 66% in 2015. Nearly 70% of Millennials are willing to pay more.

RESPONSIBLE RETAILING Eighty-five percent of consumers say they are likely to shop at a retailer who promotes alcohol responsibility messages among its customers and the community.

Reduce under-age drinking Global producers of beer, wine and spirits have committed to reducing harmful drinking through targeted efforts that focus on five broad areas over five years, from 2013 through 2018: Reduce under-age drinking Strengthen and expand marketing codes of practice Provide consumer information and responsible product innovation Reduce drinking and driving Enlist the support of retailers

For those who choose to drink alcohol, it should be in moderation. In the U.S. and other countries, we have National Guidelines Office of Disease Prevention and Health Promotion Note: what’s reasonable for one person may not be reasonable for others. Moderate alcohol consumption is NOT inconsistent with the US Dietary guidelines. We do not endorse their exact numbers. Source: United States Dietary Guidelines 2015-2020

PURPOSE: Strategically align alcohol responsibility initiatives to enrich the experience of life, reduce alcohol related harms, provide a positive experience with our brands, and ensure the long-term sustainability of Brown-Forman.

About 30% of the United States population does not drink alcohol About 30% of the United States population does not drink alcohol. Source: NIAAA

Utilize loyalty cards A coupon with responsibility messaging Hosting tips Alcohol and alcohol-free drink recipes

Utilize loyalty cards A coupon with responsibility messaging Hosting tips Alcohol and alcohol-free drink recipes

Enriching Life Together Questions and next steps

Our Town Video https://www.youtube.com/watch?v=8WE8BvSfX9o