1. F15 JACK DANIEL’S FOB GIFT CONCEPTS Gift packaging works to help support the brand in 3 major areas Brand building  Reinforcing JD’s Premium credentials  Product/brand story knowledge  Loyalty  Interaction and experience with JD  Volume driver during key selling periods In-store  Increasing visibility & presence in store  Providing competitive edge to sway decision at point of purchase  Driving frequency of purchase  Drives trial and provides retention incentive Consumer  Driving frequency of occasion  Aiding occasion based drinking (eg - Lynchburg Lemonade)  Deepens interaction & affinity with brand  Brand icon as a badge

2. DETAILSCHANNELS AND TIMINGSTRATEGIC IMPERATIVES NameStatusTypeDescriptionConsumer pricing guidance Key ChannelsThemes/ Seasonality Role Differentiate from competition Ability to up charge Year round availability Single Tin 70cl 2nd in a 3 year series ‘Our Provenance’ Value added Tin series celebrating Our Provenance Gunmetal grey copy on black body, Naked bottle price. Cost recovery if market conditions allow - Modern Trade - Traditional Trade - Holiday-Gifting - Volume driver -- Collectability Double Tin 70cl 2nd in a 3 year series ‘Our Provenance’ Gift with purchase Gunmetal grey copy on black body, contains 2 JD proprietary tumblers with swing/cartouche embossed branding Partial to full cost recovery if market conditions allow - Modern Trade -- Specialty Liquor - Holiday-Gifting - Build brand affinity -- Collectability 2 Glass Carton 70cl Repeat of F14 design, but with embossed glasses (swing cartouche logo) Gift with Purchase Vat dyed premium carton. No plastic window, bottle & glass shaped cut outs in front panel Partial to full cost recovery if market conditions allow - Modern Trade - Traditional Trade - Holiday-Gifting - Volume driver - Brand building affinity Carton 70cl Repeat of F14 design Value added, Everyday Gift Cameo of Mr. Jack with story on side panel. ‘Bellow’ closure with inside flooded black Naked bottle price. Cost recovery if market conditions allow - Modern Trade - Traditional Trade - Holiday/Year round - Gifting -Volume driver - Brand building affinity GJ gift carton 70cl NEWValue added, Everyday gift Vat dyed board with die cut bottle reveal window. Inside flooded orange to enhance on shelf appearance Naked bottle price. Partial to full cost recovery if market conditions allow - Modern Trade - Specialty Liquor -Holiday -- Year round - Gifting - Brand build affinity GJ gift carton with 2 glasses NEW Glasses embossed with ‘Order of Gentlemen’ logo Gift with purchase Vat dyed board with die cut bottle reveal window. Inside flooded orange to enhance on shelf appearance - Modern Trade - Specialty Liquor - Holiday/- Gifting Build brand affinity -Self reward GLOBAL JD FOB GIFTING F15

3. DETAILSCHANNELS AND TIMINGSTRATEGIC IMPERATIVES NameStatusTypeDescriptionConsumer pricing guidance Key ChannelsThemes/ Seasonality Role Differentiate from competition Ability to up charge Year round availability JDSB 2 glass carton pack NEWGift with purchase Vat dyed board with bottle & glass shaped cut outs. Inside flooded gold. Proprietary JDSB glasses Partial to full cost recovery if market conditions allow - Modern Trade -- Specialty Liquor - Holiday-Gifting - Build brand affinity -- Collectability JDTH 2 shot glass carton 70cl NEWValue added Work in progress, image for placement only. Proprietary JDTH shot glasses This pack should not be considered if market conditions do not allow for upcharge cost recovery - Modern Trade - Traditional Trade - Holiday- Gifting -Volume driver - Brand building affinity JDTH Carton 70cl NEWValue added Work in progress, image for placement only Naked bottle price. Cost recovery if market conditions allow - Modern Trade - Traditional Trade - Holiday/Year round - Gifting -Volume driver - Brand building affinity GLOBAL JD FOB GIFTING F15

4. REGIONAL (PRAGUE) JD FOB GIFTING F15 DETAILSLOCATION AND TIMINGSTRATEGIC IMPERATIVES NameStatusTypeDescription Consumer pricing guidance Key ChannelsThemes/ Seasonality Role Differentiate from competitionAbility toupchargeYear roundavailability LL Mug Pack, 70cl Upgraded F14 pack with vat dyed board & die cut windows (no plastic window) Gift with purchase Carton with proprietary LL mugs, including branded lids Full cost recovery if market conditions allow - Modern Trade -Traditional Trade - Summer- Promote Mixibility - Gifting - Build Brand Affinity 50 cl poker set pack Upgraded F14 pack with vat dyed board & die cut windows (no plastic window) Gift with purchase Cards & chips in self contained tin for permanent keepsake Full cost recovery if market conditions allow -Traditional Trade -Modern Trade -Convenience - Holiday- Gifting - Build affinity -Self Reward -- Trial Guitar case carton, 70cl NEWGift with purchase Leatherette velvet lined carry case with screw on acrylic guitar head bottle stopper Partial to full cost recovery if market conditions allow -Modern Trade -- Specialty Liquor Music-Gifting -- Self reward -Build Brand Affinity - Endorse Music platform SB CartonNEWValue addedConcept is in development, image is for placement only Naked bottle price, or cost recovery if market conditions allow -Modern Trade -- Specialty Liquor -- Holiday- Gifting Build brand affinity -Self reward JD FOB Wooden box, 70cl’s Repeat of F14Value addedMDF board with Perspex window & mirror. Metal fixtures with leather handle Partial cost recovery if market conditions allow - Specialty Liquor-Holiday -- Year round -- Gifting -- Self indulgence